Özet:

The achievement of strategies goals is one of the objectives of many organizations. One of the important influences on strategic objectives is the attitudes and perceptions of strategic planners groups. This paper focuses on conception of strategic directions in Export Development Bank of Iran (EDBI) among administrators (including board members, top and middle managers). This study was designed to illustrate how Q methodology can be used as a tool for strategic planning. Potential plans for the future of EDBI were formulated and Q sorted by 20 members of EDBI to determine support or resistance of them. The results show that these stakeholders have three distinct conceptions about strategic direction which are based on how they perceive these strategic themes. The author labeled these conceptions as: intellectual capital developers, external environmental scanners and budget supervisors. This study also provided a list of strategic objectives for leadership of the bank resulting from the areas of strong consensus between the three conceptions.

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