Purpose: A Foundational Theory for an Up-and-Coming Topic

Dominik Brendel

Marketing Review St.Gallen, 2020, vol. 37, issue 4, 10-16

Abstract: Purpose is undisputedly high on the agenda of marketeers and executives alike. However, the current body of knowledge cannot explain what actually constitutes the concept of purpose, leading to misinterpretations in practice. The theory presented here closes this gap and provides a foundational contribution to explaining this contemporary concept.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276094

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