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Purpose: The Starting Point of Great Companies, is a book by Nikos Mourkogiannis published in 2005, which has been favourably commented in US national media,  reviewed in Publishers Weekly, and variously cited in academic sources.

The volume consists of one introduction and 11 chapters covering the value of purpose, what it is not, and exemplified discussions on the passions and drives that the author regards consubstantial with a sustainable business purpose: strong morality, innovation, excellence, commitment to customers, competitivenmess and leadership. The text is preceded by a foreword by the late Harvard Law Professor Roger Fisher. The book was published by ‎St. Martin's Griffin, N.Y.

REVIEWS:


 * "The primary insight of Purpose is that people are inspired and motivated by factors beyond the bottom line: they crave a meaning behind their actions powerful enough to give them motivation to complete the work and hope that their work is moving them towards a better future. Mourkogiannis discusses the four primary business purposes: Discovery, Helping, Achievement, and Heroism" https://personalmba.com/review/purpose/
 * https://www.gordonconwell.edu/wp-content/uploads/sites/19/2019/04/MourkagiannisN.PurposeStartingPointofGreatCompanies.pdf

Referred by: Liangrong Zu https://doi.org/10.1186/s40991-019-0041-z
 * The Path to a Meaningful Purpose: Psychological Foundations of Logoteleology 978-1475986396
 * "Goals have beginnings and ends, while purposes are never fully achieved" (page 165)
 * Purpose and practice: Educating PR professionals for the future. Available from: https://www.researchgate.net/publication/322760145_Purpose_and_practice_Educating_PR_professionals_for_the_future [accessed Aug 09 2022].
 * "Mourkogiannis (2014) emphasises the importance of a having a strong moral code to guide public relations practice. A moral code is a means of distinguishing conduct that isacceptable, versus conduct that is not acceptable. In practice, morality refers to the standards of good behaviour and differs from ethics, which merely refer to the guidelines of day-to-day behaviour. As different people have different standards of morality there is no single standard of morality. However, Mourkogiannis (2014) argues that there are standards of morality that are more effective than others, specifically as sources of understanding your purpose. A successful purpose demonstrates a deeply felt awareness of yourself, your circumstances and your potential calling (Mourkogiannis, 2014)."
 * "It refers to your “moral DNA and is everything you believe without having to think. It also calls upon your emotional self-knowledge and intellectual capacity-hence it calls upon everything you are, everything that you have experienced and everything you believe. It is the answer you give when you’re asked for the right (thing to occur) – as opposed to the factually correct, answer” (Mourkogiannis, 2014:18).
 * Mourkogiannis (2014) argues that is of the utmost importance that the individual practitioner within the current business environment aligns personal, moral, and commercial values in orderto ensure success.
 * ORGANISATIONAL PURPOSE: THE CONSTRUCT AND ITS ANTECEDENTS AND CONSEQUENCES Victoria Hurth, Charles Ebert & Jaideep Prabhu. Working Papers 201802, Cambridge Judge Business School, University of Cambridge. https://www.jbs.cam.ac.uk/wp-content/uploads/2020/08/wp1802.pdf
 * Purpose include the inherent value of creating something beautiful (Mourkogiannis 2014)
 * Purpose-driven leadership for sustainable business: From the Perspective of Taoism
 * "Mourkogiannis (2014) claims that Purpose is preparation for doing what is right and what is worthwhile. As such, it creates a sense of obligation. But this obligation is not a weight or a drag in any way - it’s a way of knowing what you can and cannot do. “Do the right thing and do well (purpose)” is a new way of saying “Do well by doing good (CSR)”
 * "Mourkogiannis (2014) defines purpose as a set of values and beliefs that defines an organization and inspires and motivates its employees. Rather than organization and structure, ideas are what cause companies to go from good to great. Purpose is the reason for which something is done or created or for which something exists. It is crucial to a firm’s success. Purpose is the primary source of achievement, for it reveals the underlying dynamics of any human activity. It determines its goals and strategy. Purposeful companies contribute meaningfully to human betterment and create long-term value for all their stakeholders."
 * " A successful purpose both drives an organization forward and helps build sustainable competitive advantage (Mourkogiannis, 2014). In this sense, purpose is similar to the Tao, a central concept of Taoism, which embeds in everything and pervades everywhere."
 * " In the hands of an effective leader, purpose becomes the engine of a company, the source of its energy (Mourkogiannis, 2014)."
 * Putting Conscious Business Into Context https://link.springer.com/chapter/10.1007/978-3-319-69739-0_2 10.1007/978-3-319-69739-0_2
 * Types of purposes: heroic, etc
 * Miao, Yuexin (2021-04-03). "Brand communication of intangible elements delivery". Journal of Marketing Communications. 27 (3): 284–306. doi:10.1080/13527266.2019.1674363
 * The purpose of the company is to develop reasons for business that resonate with people’s correct or valuable ideas (Mourkogiannis 2007),
 * "A clear purpose can connect management and employees in a natural, non-mandatory, and efficient manner, encouraging the pursuit of their sole strength" (Mourkogiannis 2007).