Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276094 
Year of Publication: 
2020
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 37 [Issue:] 4 [Year:] 2020 [Pages:] 10-16
Publisher: 
Thexis Verlag, St.Gallen
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.
Document Type: 
Article

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