Role of organizational vision in the online publicized culture of companies in Bulgaria

The vision is a basic strategic document and a key element of the corporate culture of business organizations published on the Internet. It has an important communication function because it highlights to the company's external and internal stakeholders how far the dreams of its top executives stretch. In this regard, the aim of the paper is to establish the role of the organizational vision of companies from various sectors of the Bulgarian economy, proclaimed on the Internet, and to outline the common features and differences in its publication and content characteristics. The results of the research show that senior managers of companies underestimate the importance of the vision and make significant mistakes in its formulation.