Authentic corporations?

Neil Crofts (Former head of strategy at Razorfish. He offers authentic transformation to businesses and individuals to help them benefit from their own authentic potential. See www. authentictransformation.co.uk He is the pioneer and leading authority on authentic business, having founded the www.authenticbusiness.co.uk newsletter in 2001, written two books on the subject and founded or co‐founded six businesses dedicated to authenticity in business. He does public speaking and personal coaching around authenticity.)

Strategic Direction

ISSN: 0258-0543

Publication date: 1 December 2005

Abstract

Purpose

To share key findings about creating and running the “perfect business”

Design/methodology/approach

Gives a brief synopsis of authentic business.

Findings

Authentic businesses are those which generate their profits through the pursuit of a profound and positive purpose. They flourish where conventional rivals flounder. Why is this? What enables these businesses to make a profit where others cannot; to grow where others shrink, to fly were others fall? And how might this apply to other businesses and corporations? Having worked with authentic businesses for three years and written about them in his new book – Authentic Business, how to create and run your perfect business, Neil Crofts thinks he knows the answers.

Practical implications

Advises how to create the perfect business and maintain its success. Useful insights from other companies and industries.

Originality/value

Gives guidance in terms of what to do to ensure your business flourishes, using some case studies.

Keywords

Citation

Crofts, N. (2005), "Authentic corporations?", Strategic Direction, Vol. 21 No. 11, pp. 3-4. https://doi.org/10.1108/02580540510630641

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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