Sinn Und Marke: Sinnstiftende Markenführung Im Kontext Integrativer Wirtschaftsethik

Name: Sinn Und Marke: Sinnstiftende Markenführung Im Kontext Integrativer Wirtschaftsethik
Brand: Springer Gabler
SKU: 9783658514211
Price: 6405.0 INR
Availability: InStock

by Marc Lunkenheimer

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ISBN13: 9783658514211
Binding: Paperback
Subject: N/A
Publisher: Springer Gabler
Publisher Imprint: Springer Gabler
Publication Date: March 26, 2026
Pages: 212
Original Price: EUR 87.19
Language: German
Edition: N/A
Item Weight: 282 grams
BISAC Subject(s): Marketing / General

About The Book

Purpose ist zu einem allgegenwärtigen Schlagwort geworden - doch seine Bedeutung bleibt unscharf. Dieses Buch untersucht, was es wirklich heißt, wenn Marken "Sinn stiften" sollen. Ausgehend von drei typischen Definitionen sinnstiftender Markenführung entwickelt der Autor einen integrativen theoretischen Rahmen, der die Konzepte von Sinn, sozialer Wirkung und Legitimität systematisch miteinander verbindet. Die Analyse verbindet dabei philosophische Anthropologie, narrative Theorien und Ulrichs integrative Wirtschaftsethik.
Hierzu wird eine einheitliche, ethisch fundierte Definition von "Purpose-driven Branding" entwickelt, die kritisch deren Grenzen - etwa die Gefahr der Instrumentalisierung von Sinn oder die Problematik moralisch aufgeladener Markenkommunikation reflektiert. Damit liefert das Buch einen theoretischen Orientierungsrahmen für eine Markenführung, die nicht nur ökonomisch funktioniert, sondern einen verantwortlichen Beitrag zu einer lebensdienlichen Wirtschaft leisten will.

About The Author

Marc Lunkenheimer ist Philosoph und arbeitet an der Schnittstelle von Markenführung, Wirtschaftsethik und Bedeutungskonzepten. Seine Forschung untersucht, wie Unternehmen durch verantwortliche Markenführung gesellschaftliche Legitimität und individuelle Sinnstiftung verbinden können.

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