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Die Abgrenzung, Eingliederung und Umsetzung des Corporate Purpose im Marketing
[The Delimitation, Integration and Implementation of the Corporate Purpose in Marketing]

Author

Listed:
  • Celik, Aylin
  • Kalka, Regine

    (Department of Economics of the Hochschule Düsseldorf University of Applied Sciences)

Abstract

Gesellschaftliche und ökologische Entwicklungen haben gezeigt: Unternehmen brauchen stärker denn je eine kritische Auseinandersetzung mit ihrer Daseinsberechtigung. In diesen Zusammenhangwerden die Stimmen nach der Notwendigkeit eines unternehmerischen Purpose immer lauter. Dieser zählt bereits seit einigen Jahren zu den bekanntesten Management- und Marketing-Trendthemen. Jedoch scheint die Auffassung dessen, was ein Unternehmens-Purpose ist, in der Literatur und den theoretischen Überlegungen der Beratungen nicht eindeutig. Ebenso unklar ist, welche Rolle der Purpose innerhalb des Marketings einnimmt und wie dieser dort zum Ausdruck kommt. So stellt sich die kritische Frage, ob der Purpose lediglich der bestmöglichen werbewirksamen Positionierung im Sinne kommunikationspolitischer Maßnahmen dient und somit Gefahr läuft, sich in die Reihe der Marketing-Buzzwords einzureihen. Für die Beantwortung dieser Frage gilt es, die unternehmerische Marketingpraxis zu untersuchen. Somit hat sich dieser Beitrag zum Ziel gesetzt, die Auffassung, Eingliederung und Umsetzung des Purpose im Marketing anhand einer qualitativen Forschung zu untersuchen. Die Forschungsergebnisse wurden in Form einer Untersuchung des Zusammenhangs zwischen Literatur und Praxis dargestellt. Um die Relevanz und Implikationen des Purpose im Hinblick auf das Marketing hinreichend untersuchen zu können, wurde der Purpose in einem ersten Schritt aus wissenschaftlicher Sicht beleuchtet und hinsichtlich verwandter Begrifflichkeiten abgegrenzt. Die Untersuchung zeigt die unterschiedlichen Schwerpunkte in den Auffassungen dessen, was den Purpose ausmacht. Darüber hinaus wird deutlich, dass der Purpose durchaus in der Marketingpraxis relevant ist und dabei deutlich über die Umsetzung in kommunikationspolitischen Maßnahmen hinausgeht. Hierbei spielt die Authentizität eine tragende Rolle. Um diese zu gewährleisten, ist eine ganzheitliche Betrachtung und Umsetzung innerhalb des Marketings notwendig.

Suggested Citation

  • Celik, Aylin & Kalka, Regine, "undated". "Die Abgrenzung, Eingliederung und Umsetzung des Corporate Purpose im Marketing [The Delimitation, Integration and Implementation of the Corporate Purpose in Marketing]," Duesseldorf Working Papers in Applied Management and Economics 58, Duesseldorf University of Applied Sciences.
  • Handle: RePEc:ddf:wpaper:58
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    References listed on IDEAS

    as
    1. Hsu, Chung-Kue (Jennifer), 2017. "Selling products by selling brand purpose," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(4), pages 373-394, March.
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    5. Rebecca Henderson & Eric Van den Steen, 2015. "Why Do Firms Have "Purpose"? The Firm's Role as a Carrier of Identity and Reputation," American Economic Review, American Economic Association, vol. 105(5), pages 326-330, May.
    6. repec:dar:wpaper:132983 is not listed on IDEAS
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    More about this item

    Keywords

    Markenauthentizität; Markenstrategie; Purpose Marketing; Unternehmens Purpose; Corporate purpose; brand authenticity; brand strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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