Marketing Review St. Gallen 4.2020 “Purpose-Driven Marketing”

Fischer beim Auswurf eines Netzes
Marketing Review St. Gallen 4.2020 “Purpose-Driven Marketing”

“No company was ever destroyed by profit” – that is the title of a recently published book by the well-known management consultant Hermann Simon. As a scientist who is particularly concerned with the topics of marketing controlling and pricing, I can fully agree with this statement. However: Profit alone is not enough.

This issue of Marketing Review St. Gallen therefore deals with the topic of “Purpose-driven marketing”. The business “Purpose” poses the question of the meaning and purpose of one’s own market-oriented activity. It is not only about the classic business objectives such as growth, security and profit, but also about the function of the company in the superordinate system, i.e. society.

Eine unternehmerische Tätigkeit erfüllt nur dann einen Zweck, wenn sie dazu beiträgt, eine gesellschaftliche Aufgabe zu lösen. Der britisch-amerikanische Unternehmensberater Simon Sinek bezeichnet mit Purpose die Frage nach dem “Warum”, also der Antriebskraft des unternehmerischen Handelns, die eine Unternehmensführung zu klären habe, bevor es um das “Wie” der Leistungserstellung oder das “Was” des eigenen Leistungsangebots geht. Gerade in Zeiten, in denen Klimawandel, Digitalisierung und Pandemien wichtige Herausforderungen sind, erscheint die Suche nach Sinn besonders relevant – nicht nur für Unternehmer und Manager, sondern auch für Konsumenten und Mitarbeitende. Das “Warum” dient als Leitplanke und Schranke für die untergeordneten rein ökonomischen Ziele.

An entrepreneurial activity only serves a purpose if it contributes to solving a social task. The British-American management consultant Simon Sinek uses the term Purpose to describe the question of “why”, i.e. the driving force behind entrepreneurial activity, which a company’s management must clarify before it comes to the “how” of service provision or the “what” of its own range of services. Especially in times when climate change, digitalization and pandemics are major challenges, the search for meaning seems particularly relevant – not only for entrepreneurs and managers, but also for consumers and employees. The “why” serves as a guard rail and barrier for the subordinate purely economic goals.

Therefore I hope that the contributions will help you to reflect, affirm and give new impetus to your personal purpose-goal hierarchy and thus the “why” of your personal entrepreneurial marketing activities.

This text is the editorial of the current issue of Marketing Review St. Gallen with the topic “Purpose-Driven Marketing”. Interested parties can now find the magazine in our shop.

Porträt Prof. Dr. Sven Reinecke

Prof. Dr. Sven Reinecke
Professor for Marketing
and Director of the Institute
of Marketing (IfM-HSG)
Phone: +41 71 224 28 72
sven.reinecke@unisg.ch