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Ethics & Purpose

In: Glaubwürdige Unternehmenskommunikation

Author

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  • Klaus Peter Betz

    (ecomBETZ PR GmbH)

Abstract

Zusammenfassung Entwicklung von nachhaltigen Geschäftsmodellen mithilfe des Ethics & Purpose Markenmodells und des Ethics & Purpose Rating-Tools Hätte sich die Automobilindustrie ohne Dieselkrise einer so schnellen Transformation unterzogen? Wohl kaum. Nicht die „unsichtbare Hand“ war Treiber dieser Marktentwicklung, sondern ein ethisches Moment: das des Fehlverhaltens, auf das Gesetzgeber und Verbraucher reagiert haben. Mit Transformationen geht die Suche nach neuen Geschäftsmodellen einher – und diese sind dann besonders erfolgreich, wenn sie nachhaltig ausgerichtet sind. Das Ethics & Purpose Markenmodell bietet dafür Orientierung.

Suggested Citation

  • Klaus Peter Betz, 2021. "Ethics & Purpose," Springer Books, in: Anna Tomfeah & Heidrun Haug (ed.), Glaubwürdige Unternehmenskommunikation, chapter 0, pages 1-14, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34249-4_1
    DOI: 10.1007/978-3-658-34249-4_1
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