ANALYSIS OF CORE VALUES IN STRATEGIC PLANNING

Abstract

With strategic planning, the values of companies to achieve their long-term goals and objectives are determined and the efforts of companies on what and how they will do are explained. Values are important in determining the strategies that carry companies into the future. The values determined by the company direct its preferability to customers, employees and other stakeholders. Core values guide the decisions, choices and strategies of companies and contribute to identity, management philosophy and employee motivation. In this qualitatively designed study, the values of the first 15 companies whose brand values were announced in the 2023 Brand Finance Turkey-100 were analyzed in order to understand their values within the scope of their strategic planning. The values of the companies are categorized thematically. It is seen that the themes that companies mention most in their statements about their values are "customer focus", "innovation" and "teamwork". Among the values that each company includes once, there are themes such as "sharing", "being virtuous" and "solidarity". This study will contribute to researchers interested in the field, and to managers and strategists working for companies, in terms of determining which values companies with high brand values take into consideration and understanding their frequency.