MISIJA I VIZIJA KAO OKOSNICE OSMIŠLJAVANJA STRATEGIJE RAZVOJA VISOKOŠKOLSKE USTANOVE / THE MISSION AND VISION AS THE BACKBONE OF STRATEGY DEVELOPMENT OF THE HIGHER EDUCATION INSTITUTIONS

Abstract

In short, the strategy is a way to achieve the objectives, so under the strategy it is usually considered long-term planning behaviour of some companies in order to achieve the set goals. It defines a way how to use individual resources to take advantage of creating desired effects. Otherwise, by strategic planning company tries to answer a five questions: where the company goes and what company wants to achieve, environment, how to get where company wants to go, what resources needs on this way and when you will achieve the desired goals? The strategy defines the area in which the company operates, the reasons for its existence, as well as sources of competitive advantage, distinctive abilities (competencies) arising from these advantages and the special position that the company will take. The term strategy is now used in various types of human activities and there are a number of different strategies, for example: entrepreneurial, marketing, business and other types of strategies of individual business functions and strategy development company in certain areas of activity (branches). In this paper we concentrated on some segments of the strategy of the university. Abstracting complex structure of such a strategy, the structure of this work, except the introduction, conclusion and references, includes general theoretical observation about the concept and character of the strategy and the elaboration of the concept and content of the mission and vision of higher education institutions as well as the underlying assumptions for the design of its development strategy.