Adaptive Clustering of Food Industry Companie's Vision, Mission, and Values using TextMining

There is no doubt understanding the concepts constituting the documents related to the firms’ vision, mission, and values, as the key indices leading their orientation, is an important clue in recognizing their orientation towards their customers. In this research, using the new method of TextMining and the clustering technique of K-means, the vision, mission and values of the US and Canada’s best 100 firms (2015 rank) and 24 Iranian food companies have been analyzed. Results show that international organizations use concepts like food, value, customer, product and market, meanwhile, Iranian firms use production, market, health, product and quality, in six clusters in their vision. Results also show that international firms are in line with Iranian firms in some of the cases, yet in several other cases, they are different in their viewpoint in constituting their road plan.