The aim of this paper is to contribute to a better understanding of the professional roles of principals and preschool teacher in promoting mission, vision and values in early childhood institutions and preschool education. By applying a qualitative and quantitative research approach, it was essential (1) to analyze the statements about the mission, vision and values of investigated institutions of early and pre-school education through the websites, (2) explore the perception of principals and preschool teacher on mission, vision and goals, organizational culture and organizational values, as well as their own professional role in their realization and (3) to ascertain whether there is a link between perception of mission, vision and goals, organizational culture and values of principals and preschool teacher with certain socio - demographic indicators. In order to answer the given problems, a measuring instrument was constructed to test these areas. The research included a sample of 8 principals and 95 preschool teachers employed in public pre-school educational institution in the Istrian County in the academic year 2016/2017. By analyzing the results of the research, it is possible to conclude that the articulation and analysis of the mission, vision and values in preschool educational institutions are of exceptional importance in the professional development of preschool teacher and principals and to the improvement of the quality of the preschool educational institution. Consideration and questioning of the mission, vision and value of the institution leads to quality and accountable organizations, for a sustained positive atmosphere and quality practice.