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RESEARCH
As you can imagine, many companies came up with a The prospect of a combination of AI and genetic ANALYSIS
melodious purpose statement to reap the fruits of the engineering in the hands of purely profit-driven TRENDS
new concept. From a marketing perspective, this may corporations is a cause of justified public concern that
work quite well in one case or another, but often it had demands a policy response”, the organization states in
little to do with a real corporate purpose. Nevertheless, their meeting.
some companies have already successfully established
themselves on the market this way. It is about precise descriptions of what problems
companies are solving, for whom, how, when, and why
This clarifies, why the World Economic Forum explains they are best suited to do that. If a corporation’s
in detail why the definition for “purpose” is so important statement of purpose is credible, it builds trust and
here. “Because relying on competition or regulation to authenticity, as well as loyalty in customers,
enforce the rules of the game is simply inadequate. employees, suppliers, and communities. So, corporate
Competition is great where it works but it fails too often. purpose needs brave forward thinkers to show that the
Regulation and competition policy are not meeting economy can do more than just optimize itself. ◊
public expectations or keeping up with fast-moving,
global, tech-savvy businesses.
By Daniela La Marca

11 August 2020: people-oriented communication strategies and social networks