Vision matters : vision content and organizational performance

Abstract

An approach was developed in this dissertation to re-conceptualize the concept of organizational vision (vision) and its relationship with organizational performance. The literature on vision showed that the concept and its importance in performance have not received adequate empirical attention. Specifically, the content of vision and its relationship with financial performance have not been assessed in past research. In this dissertation, vision content was disaggregated and re-aggregated in an insightful, informative, and practical manner for management studies and practice. The importance of vision in performance was assessed by analyzing relationships between characteristics of vision content and financial performance. A mixed methods exploratory sequential design involving two studies was used in this dissertation. Study one asked about the content of vision in a qualitative content analysis of vision statements of Canadian public organizations. Study two asked about the association between characteristics of vision content and organizational performance in a quantitative test of relationships that built on the content analysis of study one. Relationships were tested between visions implemented by Canadian public organizations and their financial performance. The overall findings of the research identified six parts of vision content and key characteristics of the content that are associated with performance. The findings of this dissertation have implications for management studies and practice. Theoretical contributions are made by re-conceptualizing the concept of vision and helping to clarify previously theorized relationships with performance. The methodological approach used in study two provides future researchers with a set of measures of vision content. The findings provide organizational leaders with a better understanding of factors important to the creation of vision statements. Directions for future research are provided to build on the research of this dissertation, working toward a theory of vision and making vision creation a manageable process to enhance organizational performance.