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RESEARCH
  ANALYSIS
  TRENDS




































             The concept of “corporate purpose”


             requires rethinking of the economy



            Our  value  system  is  changing  in  times  of  corona.   management and control instrument for all activities of
            Issues  such  as  responsibility,  sustainability,  and   a  company.  In  short,  a  corporate  purpose  is  the
            fairness are in the public eye and rapidly increasing in   formulated assumption of doing business responsibly in
            importance:  big  problems  of  the  world  have  reached   the  environment  of  all  stakeholders  that  use  the
            our  society  as  a  whole,  as  the  ‘Fridays  for  Future”  or   product/service provided by the company.
            “Black Lives Matter” movements prove.
                                                                 Two aspects  are particularly  important: the foundation
            There  is  a  public  demand  for  taking  on  more   for  the  common  good,  which  complements  the
            responsibility that no one and no company can ignore   company's profit targets, and the integration of activities
            anymore.  People  are  tackling  social  problems  louder   that  are  oriented  towards  the  common  good  in  the
            than  ever,  letting  the  well-known  corporate  goals  like   value  chain  or  business  model.  The  latter  is  an
            sales  records,  gains  in  market  share  and  satisfied   important  distinction  from  the  area  of  corporate  social
            shareholders, come second.                           responsibility  (CSR),  which  is  usually  decoupled  from
                                                                 the management of a company. CSR commitments are
            Today’s organizations need to try bringing “social” and   often  at  risk  if  profitability  falls  and  savings  must  be
            “business”  into  harmony  with  their  new  ideas  and   made, while a corporate purpose can give the company
            ventures,  just  like  established  companies  initiate   orientation  and  inspiration  for  crisis  management.
            transformations  and  further  developments.  Especially
            since by now even financial investors are turning their   At  the  World  Economic  Annual  Meeting  corporate
            back  on  the  mantra  of  shareholder  value  and   purpose  has  been  defined  “to  produce  profitable
            demanding  that  companies  create  value  for  all  their   solutions to the problems of people and planet, and not
            stakeholders.                                        to profit from producing problems for people or planet.”
                                                                 It is about producing solutions, doing so profitably not
            The  concept  of  “corporate  purpose”  reflects  exactly   just  philanthropically,  and  measuring  fair  –  not  fake  –
            these  developments  and  wants  to  make  them  usable   profits.
            as  an  orientation  tool  for  companies,  for  instance,  a


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