Academic Journal
Beyond purpose: How brands that care build sustainable competitive advantage.
| Τίτλος: | Beyond purpose: How brands that care build sustainable competitive advantage. |
|---|---|
| Συγγραφείς: | Duffy-Lee, Oliver, Fournier, Manolo |
| Πηγή: | Journal of Brand Strategy; Autumn-Fall2026, Vol. 15 Issue 2, p132-154, 23p |
| Θεματικοί όροι: | Competitive advantage in business, Stakeholder theory, Organization management, Stakeholder analysis, Brand differentiation, Business development, Branding (Marketing) |
| Περίληψη: | This paper addresses the differentiation crisis in which 77 per cent of brands could disappear without consumer concern. It argues that purpose-driven strategies prove insufficient because purpose operates vertically towards singular causes while stakeholder capitalism demands horizontal care across multiple dimensions. The paper introduces two complementary frameworks. Firstly, a four-stakeholder model (people, product, customers, world) that maps where care must manifest across the organisation. Secondly, an extraction–creation–distribution cycle that explains how internal operational care translates into external competitive advantage through a continuous, always-on process distinct from conventional campaign thinking. Drawing on empirical evidence, including findings that stakeholder-oriented firms deliver higher annual returns, the paper demonstrates that care operates uniquely at the intersection of authenticity, differentiation, and growth, creating competitive advantage that traditional strategies cannot replicate. Three operational principles and a practical diagnostic for brand leaders provide actionable guidance for implementation. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Brand Strategy is the property of Henry Stewart Publications LLP and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Complementary Index |
| FullText | Text: Availability: 0 |
|---|---|
| Header | DbId: edb DbLabel: Complementary Index An: 196804855 RelevancyScore: 1162 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1162.42749023438 |
| IllustrationInfo | |
| Items | – Name: Title Label: Title Group: Ti Data: Beyond purpose: How brands that care build sustainable competitive advantage. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Duffy-Lee%2C+Oliver%22">Duffy-Lee, Oliver</searchLink><br /><searchLink fieldCode="AR" term="%22Fournier%2C+Manolo%22">Fournier, Manolo</searchLink> – Name: TitleSource Label: Source Group: Src Data: Journal of Brand Strategy; Autumn-Fall2026, Vol. 15 Issue 2, p132-154, 23p – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Competitive+advantage+in+business%22">Competitive advantage in business</searchLink><br /><searchLink fieldCode="DE" term="%22Stakeholder+theory%22">Stakeholder theory</searchLink><br /><searchLink fieldCode="DE" term="%22Organization+management%22">Organization management</searchLink><br /><searchLink fieldCode="DE" term="%22Stakeholder+analysis%22">Stakeholder analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Brand+differentiation%22">Brand differentiation</searchLink><br /><searchLink fieldCode="DE" term="%22Business+development%22">Business development</searchLink><br /><searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: This paper addresses the differentiation crisis in which 77 per cent of brands could disappear without consumer concern. It argues that purpose-driven strategies prove insufficient because purpose operates vertically towards singular causes while stakeholder capitalism demands horizontal care across multiple dimensions. The paper introduces two complementary frameworks. Firstly, a four-stakeholder model (people, product, customers, world) that maps where care must manifest across the organisation. Secondly, an extraction–creation–distribution cycle that explains how internal operational care translates into external competitive advantage through a continuous, always-on process distinct from conventional campaign thinking. Drawing on empirical evidence, including findings that stakeholder-oriented firms deliver higher annual returns, the paper demonstrates that care operates uniquely at the intersection of authenticity, differentiation, and growth, creating competitive advantage that traditional strategies cannot replicate. Three operational principles and a practical diagnostic for brand leaders provide actionable guidance for implementation. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/. [ABSTRACT FROM AUTHOR] – Name: Abstract Label: Group: Ab Data: <i>Copyright of Journal of Brand Strategy is the property of Henry Stewart Publications LLP and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edb&AN=196804855 |
| RecordInfo | BibRecord: BibEntity: Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 23 StartPage: 132 Subjects: – SubjectFull: Competitive advantage in business Type: general – SubjectFull: Stakeholder theory Type: general – SubjectFull: Organization management Type: general – SubjectFull: Stakeholder analysis Type: general – SubjectFull: Brand differentiation Type: general – SubjectFull: Business development Type: general – SubjectFull: Branding (Marketing) Type: general Titles: – TitleFull: Beyond purpose: How brands that care build sustainable competitive advantage. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Duffy-Lee, Oliver – PersonEntity: Name: NameFull: Fournier, Manolo IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 09 Text: Autumn-Fall2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 2045855X Numbering: – Type: volume Value: 15 – Type: issue Value: 2 Titles: – TitleFull: Journal of Brand Strategy Type: main |
| ResultId | 1 |