Role of the mission, vision and values in building the corporate culture published on the internet of the insurance companies in Bulgaria

Ilian Minkov (), Denka Zlateva () and Vladi Kurshumov ()
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Vladi Kurshumov: University of Economics - Varna

An Annual Book of University of Economics - Varna, 2024, vol. 94, issue 1, 7-46

Abstract: In a dynamic and highly competitive environment, the mission, vision and values of business organizations are strategic documents with an important role in the communication with their partners and customers. In this regard, they should occupy a significant place in the publicized on the Internet official corporate culture of companies from various sectors of the economy. The aim of the study is to reveal the significance of mission, vision and values in the corporate culture of the insurance companies in Bulgaria publicized on the Internet, outlining the specificity of their content and application. The research tools used include structural analysis, content analysis and method of comparison. The obtained results show that the mission, vision and values/principles have a significant role in the proclaimed online corporate culture of the insurance companies in Bulgaria and they are used in an appropriate way to build a positive public image of the companies.

Keywords: insurance companies; publicized corporate culture; mission; vision; values; principles (search for similar items in EconPapers)
JEL-codes: G22 M14 (search for similar items in EconPapers)
Date: 2024
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