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Purpose
– One of a business strategist’s most fundamental responsibilities is to help define the corporation’s highest purpose. This column explains why that duty has an even greater importance in a business environment plagued by “short-termism”.
Design/methodology/approach
– Personal viewpoint.
Findings
– The current business environment places such a high premium on short-term financial results that a corporation’s true customer-centered purpose can get lost.
Originality/value
– This is a personal viewpoint, informed by research and 32 year’s experience, more than 12 in the highest ranks of one of the world’s largest corporations.
© Emerald Group Publishing Limited
2014
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