Goals and Norms

Long-term successful companies are characterized by their attitude towards community and networking, which is expressed in particular in modern forms of cooperation and collaboration and manifested in the fundamental goals of the company as well as in its basic values, norms and principles. With a view to the central bases for action of the issues located in management at the normative management level, it is basically always a matter of corporate identity as well as its legitimacy, which arises, for example, through the (meaningful) assumption of social responsibility. A Purpose that guides action in this sense conveys meaning, purpose and orientation, offers a benefit to society and, in this context, provides a present-oriented basis for organizational action. It helps employees and managers, especially in uncertain times, to feel that they belong to the community within the company and to recognize the importance that each individual has for others and for society. This increases the willingness to commit oneself to a greater whole. While the purpose provides the basis for action, the logic of thought and action derived from it manifests itself in the mindset of the members of the organization, which underpins the decision-making premises for concrete actions.