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How do you create corporate values?

Written by: Jon Hansen

Article Overview: How should the corporate values be created? Where do they come from? Can the brands a company has have their own values? Can these extend the corporate core values? Where do the brand values come from? Pasi, Sales and Marketing Executive Finland

How do you create corporate values?

In an excerpt from one of my recent white papers I refer to the emerging "values" associated with triple bottom line (TBL) and the 7-D world concepts that were first introduced and then expanded upon by John Elkington in his book Cannibals With Forks - The Triple Bottom Line of 21st Century Business.

While some may limit these precepts to issues involving sustainability, in reality they represent a broader concept that extends to include areas such as discontinuous innovation, social branding and economic externality.

In short, the corporate values to which you are referring and the resulting brand recognition is no longer a myopic representation of adept marketing or image building built on the concept of traditional capitalism principles.

Understanding how these new paradigms are transforming the world of business, especially within a global context, is likely going to become a prerequisite for corporations to both survive and thrive (or in the context of your question, build brand awareness and drive value).

Links:

To obtain a copy of the white paper The Greening of Procurement: How Social Consciousness is Re-Shaping Procurement Practices, please contact the author.

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Article Tags: adept marketing, brand awareness, brand recognition, cannibals, capitalism, century business, corporate values, discontinuous innovation, excerpt from, externality, global context, image building, john elkington, new paradigms, precepts, prerequisite, procurement practices, social consciousness, tbl, triple bottom line



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