From Buzzword to Framework: A Systematic Review of the Massive Transformative Purpose Concept

In the current disruptive business landscape, there is a disconnect between the practical traction of digital revolution approaches and their academic rigour, exacerbated by a lack of collaboration between practitioners and academics. In this study, this issue is addressed by systematically analysing the Massive Transformative Purpose (MTP) concept for Exponential Organisations (ExOs). The significant success of the MTP among practitioners highlights an urgent need to translate this construct into management science to gain a deeper understanding. Through a systematic literature review guided by the PRISMA framework and Gioia methodology, this study synthesises available knowledge from the concept’s original authors and the practitioner community. The findings reveal that the MTP is central to an ExO’s brand core, profoundly influencing its internal and external dimensions and its competitive advantage. This study makes several theoretical contributions as follows: (i) refining the definition of the MTP; (ii) providing a data structure that links antecedents, dimensions, and outcomes; and (iii) offering a framework to guide both academic research and managerial practice.