Why Purpose Needs Strategy (and Vice Versa)

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Since Bartlett and Ghoshal made their proposal to shift from strategy to purpose, many strategists have been won over to the idea. However, the fundamental question is not choosing between purpose and strategy but instead putting purpose at the center of strategy. While purpose should not be considered a strategy, purpose requires strategy. At the intersection of institutional, cognitive, and strategic management theories, this work integrates purpose with the salient literature on strategic logic--analytical, business model, and institutional. From each logic emanates three perspectives on the relationship between purpose and strategy: constraint, opportunity, and legitimacy. Finally, it provides a practical framework--the purpose model canvas--to help managers integrate the three strategic perspectives in the development of a purpose-driven organization.
Bibliographic citation: Rey, Carlos; Ricart, Joan Enric, "Why Purpose Needs Strategy (and Vice Versa)". In: Carlos Rey, Miquel Bastons, Phil Sotok. Purpose-driven Organizations: Management Ideas for a Better World. Cham: Palgrave Macmillan, 2019. pp 43 - 56

Reference: 10.1007/978-3-030-17674-7_4 (DOI)
Date: 08/2019
Author(s): Rey, Carlos; Ricart, Joan Enric
Document type: Chapter
Languages: English