CONTENT ANALYSIS OF VISION, MISSION AND VALUE STATEMENTS IN INDIAN FINANCIAL SERVICES SECTOR
India is witnessing a shift in the financial services sector. Of late Indian Banking & Financial Service Industry had a mixed financial performance. While the banking sector was weighed down by rising NPAs, the aggregate balance sheet of NBFCs grew at a healthy rate. The insurance sector, both life as well as non-life segments, witnessed a healthy growth in premiums. Voyant Tool was used to perform a content analysis of Vision, Mission and Core Values (VMCs) across eighteen Public Sector Banks (PSB), sixteen Private Sector Banks (PvB), thirty-three Non-Banking Financial Services (NBFC) organizations and sixteen Other Financial Service Organizations (OFS). VMCs was collected from the websites of companies. Research indicates, significant differences exist in the profitability growth rate among the cohorts. It was found that PSBs are focused on technology and products while PvBs focus was on excellence. NBFCs & OFS are focusing on cultural elements like integrity, trust and excellence..