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Crafting a Global Vision: Purpose Management for OBM

In: Original Brand Manufacturing Business Model

Author

Listed:
  • Young Won Park

    (Saitama University)

  • Geon-Cheol Shin

    (aSSIST University
    Kyung Hee University)

  • Kyung-Soo Lee

    (COSMAX)

Abstract

This chapter explores the strategic role of purpose-driven leadership in the evolution of Original Brand Manufacturing (OBM), with a focus on the global cosmetics industry. As OBM firms navigate digital transformation, shifting consumer expectations, and global competition, purpose emerges as a core driver of sustainable growth and brand differentiation. Through the case of COSMAX and its Chairman Lee Kyung-soo, the chapter illustrates how leadership rooted in integrity, science, and beauty—the “Three Apples Philosophy”—can guide organizational transformation. Rather than competing with clients, COSMAX enables them, functioning as a global OBM platform that integrates R&D, regulatory support, and digital innovation. Its purpose-centered approach enhances trust, agility, and ecosystem resilience. COSMAX’s leadership model exemplifies “silent leadership,” where strategic humility and ecosystem building take precedence over visibility. Drawing on theories of authentic leadership, shared value, and dynamic capabilities, the chapter argues that OBM success increasingly depends on embedding purpose into every level of the organization—from supply chains and digital infrastructure to talent development and sustainability practices. Purpose, when lived as a system—not just a statement—becomes the foundation of long-term competitiveness and relevance in a values-driven global marketplace.

Suggested Citation

  • Young Won Park & Geon-Cheol Shin & Kyung-Soo Lee, 2025. "Crafting a Global Vision: Purpose Management for OBM," Springer Books, in: Original Brand Manufacturing Business Model, chapter 0, pages 41-55, Springer.
    • Handle: RePEc:spr:sprchp:978-981-95-0253-0_3
    DOI: 10.1007/978-981-95-0253-0_3
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