The Global Phoenix - Issue 3 August 2017 | Page 12

stakeholders and create loyalty?
A great example of a higher purpose definition within a conscious company is Disney’s:
‘To use our imaginations to bring happiness to millions.’
Within EuRA as an organisation, we are in the process of assessing these elements
and creating a higher purpose vision. Our primary higher purpose is to create a world
where the value of the services provided by EuRA Members is understood in a way
that that individuals and families in transition are professionally assisted so they can
start maximising the experiences that living in a new place can bring. Our core value
is to provide services to the members that are relevant, professionally and personally
enhancing and cost effective.
A good example is our annual conference. Our core value for this conference is to
deliver an event that enhances our guests’ enjoyment of being part of the relocation
industry and we do this by being truly welcoming, providing an atmosphere that people
enjoy being part of and holding events that make every guest feel included and part
of the ‘EuRA Family’. This family feeling is part of our external positioning and marks
EuRA out amongst other bodies working in the mobility industry. It is vital to our core
purpose and our external positioning that we continue to uphold the importance of
inclusivity to members of the association, making them aware of how important they are
as stakeholders. So a definition of higher purpose for EuRA could be:
‘By enabling our members to be the best at what they do, we make the
experience of relocation a life-enhancing one.’
Stakeholder Integration
The big difference between stakeholder integration in a conscious company and
within a CSR policy is that no stakeholder is perceived as more important than any
other. In a non-conscious company, even where it has a robust CSR, the shareholder
will often take precedence over other stakeholders. Customers, employees, suppliers
and investors all take an equal place in the integration of the conscious company. But
the wider community is also, “one of the core constituents of the conscious business”
(Sisodia, 2012). All business should benefit the wider community and this is where CSR
policies have really begun to integrate businesses into society.
Page 12
www.theglobalphoenix.org