Gaining value from company values

09/14/2009 | Harvard Business Review online

Companies can inspire innovation and growth not just by spending more on R&D or forcing everyone to take a harder look at the bottom line, but also by emphasizing values, culture and "purpose," writes Harvard professor Rosabeth Moss Kanter. Among the pioneers of this purpose-driven perspective: Procter & Gamble, whose CEO is touting a business strategy that includes "touching and improving more consumers' lives in more parts of the world ... more completely."

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