Powerful vision: web-based vision statements of the world's best multinational workplace 2016

Vision statement has been a very discussed and written about topic, over the past couple of decades. Yet, confusion still exists regarding what it is and which are the characteristics of a powerful vision. The purposes of this study are 1) to examine the most recent robust and applied researches related to organizational vision statements 2) to establish to which degree World's Best Multinational Workplace 2016 companies make use of their web sites to convey their vision and 3) to analyse their effectiveness based on Kantabutra and Avery's vision characteristics. According to many leadership scholars, our study confirmed that there is still today a great confusion about the meaning of a "strong" and "weak" vision, even in "emblazoned" companies. Moreover, the paper helps to identify which are the contents of a powerful vision and which are the most forgiven elements and concludes with several propositions to guide future research.