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

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  • Brendel, Dominik

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.

Suggested Citation

  • Brendel, Dominik, 2020. "Purpose: A Foundational Theory for an Up-and-Coming Topic," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(4), pages 10-16.
    • Handle: RePEc:zbw:hsgmrs:276094
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