what is the purpose of business?
The recent "Race Together" initiative from Starbucks seems inappropriate if you subscribe to the view that companies shouldn't involve themselves in social issues. But if you believe that businesses should be agents of positive social change, then Starbucks can only be found guilty of executing a worthy intention poorly.
So, which is it? Should companies concern themselves with more than profits? Should businesses be concerned with the communities they operate in, the issues their customers and employees care about, the non-monetary value they create? Ultimately it comes down to this: what is the purpose of business?
Read on.
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how levi's became a brand with staying power
My feature article in Entrepreneur's Branding Issue shows how Levi's uses classic brand-building principles to maintain and grow its brand equity. Take a look.
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