Purpose in Action
The Purpose in Action Observatory was created in partnership with Politecnico di Milano to generate and spread knowledge, methodologies and best practices to support the implementation of Purpose in business strategies.
Integrating Purpose into Business Strategy

The concept of Purpose has now become one of the most widely discussed topics in business strategy.

Purpose defines a company’s raison d’être and its aspiration to create a positive impact on stakeholders and society. The Observatory aims to provide the framework for companies and managers who wish to invest in Purpose to responsibly generate economic value and social impact, becoming a networking and meeting platform for sharing daily experiences and challenges, and for designing effective and innovative actions.

Research directions
Corporate Purpose: definition and approaches
The concept of Purpose, the different dimensions (strategic, cultural, social, environmental) and the approaches adopted by managers and business leaders.
Purpose Map: the state of Purpose in Italian companies
Diffusion and maturity levels in relation to the application of Purpose in organizations.
Purpose in Action: activating the Purpose’s potential
Key enablers (communication, leadership, engagement) the integration of Purpose in the company and strategies to solve potential tensions.
Purpose as a strategic tool: methodology and best practice
Collection of case studies and practical examples of companies that have achieved significant results in adopting a Purpose focused on responsible value creation and social impact generation.
The strategic committee
Rosario Sica
Partner BIP Group & CEO OpenKnowledge
Josip Kotlar

Full Professor of Strategy, Innovation and Family Business – School of Management​ Politecnico di Milano

Anna Gionfriddo
Country Manager – ManpowerGroup Italia