KOREASCHOLAR

PURPOSE AS DRIVER OF SUCCESS? A PERSPECTIVE-DRIVEN ANALYSIS OF CORPORATE PURPOSE

Nadine Auhuber
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422226
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.267-271
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Corporate purpose is postulated across industries as a strategic success driver. In the context of a literature analysis, this study works out whether the concept of purpose is anchored in well-known concepts such as mission and vision. An empirical study will examine the assessment of purpose in relevant stakeholder groups.

Keyword
PurposePurpose-driven organizationImpactCorporate communication
Author
  • Nadine Auhuber(LMU Munich School of Management, Germany)