The Guiding Purpose Strategy: A Navigational Code for Growth is a book by Markus Kramer and Tofig Huseynzade.[1][2] It presents in popular science format research on the transformational power of purpose, with a focus on brand management, organizational, and economic growth.[3]
 First edition | |
| Author | Markus Kramer, Tofig Huseynzade |
|---|---|
| Subject | Business and economics |
| Publisher | Clink Street Publishing |
Publication date | 30 November 2017 |
| Pages | 322 |
| ISBN | 9781912262380 |
Summary
editThe author claims that organizations lack direction and describes purpose as a driving force for organizational alignment and growth. He argues that the impact of speed in relation to development areas such as technology, demographics and many more is underestimated across businesses and that the discipline of classic brand management is entering an area where deeper meaning in what one does is essential for companies, brands, and individuals to thrive. The argument is put forward that economic growth and positive contributions towards society are not mutually exclusive.[4] He states that the essence of an organizations raison d’être needs to be rooted within cultural context, expressed through value systems and a conscious approach to brand management. The book describes and illustrates a navigational framework called "GPS" (Guiding Purpose Strategy) to help organizations build strong cultures and differentiated market positions.[5][6]
References
edit- ^ "Purpose and New Directions in Competitive Advantage". symposium.cass.city.ac.uk.
- ^ "Markus Kramer: "Purpose, not technology, will help companies survive the current crisis."". Detavernier Strategic Communication. 8 April 2020.
- ^ "Driving Profit and Doing Good: The Transformational Power of Purpose". Journal of Brand Strategy. 9 (3): 231–239. Winter 2020–21.
- ^ "The New P&L speaks to Markus Kramer, co-author of 'The Guiding Purpose Strategy'". www.brighttalk.com. BrightTALK.
- ^ Review in Bilanz magazine, Axel Springer Verlag, Bilanz 06-2019, page 2, Editorial
- ^ Kramer, Markus (1 June 2017). "Brand purpose: The navigational code for growth". Journal of Brand Strategy.