Özet:

The strategic orientation can be defined as the total goal set forth by an enterprise with its mission, vision, purpose, goal, strategy, tactics and policies. Strategic orientation are like signs that show the direction businesses have come, been and are going. Because of these features, strategic orientations contain important clues about the past, present and future trends of businesses. The research discussed in this context, the mission and vision of the 100 largest enterprises in Turkey were examined. Qualitative research method was used in the research and the data were analyzed through thematic coding. According to the results, the emphasis on "sustainability" came to the fore in the mission and vision statements. This emphasis manifests itself in the form of "sustainable business" and "sustainable living". Businesses are thinking of being sustainable with performance, leadership, development, change, competition, institutionalism and reputation. Businesses aim to provide sustainable life with environmental awareness, social benefit, human focus, country interest and trust.

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