Applying an integral perspective to business strategy: A case study

Abstract

In Chap. 15, Margot Borden shares a case study in which she applied Integral Philosophy to help a large multinational company align their brand to a higher, more universal, and more ethical ideology. She elaborates the combined quantitative and qualitative research methodology developed to gain insight into the higher drives and motivations of a particular consumer group. The insights gained from this research result in concrete elements such as proposal for a new product line incorporating vision, qualities, images, and messages, and ultimately an evolved brand strategy aimed at addressing consumers' deep, underlying need for fulfillment and a greater sense of meaning. She believes that, in turn, this will nourish the innate drive to evolve toward our highest potentials. She suggests the importance and potential of integrating these higher principles into the very framework and foundation of the company. This congruence to a higher set of ideals addresses not only the current ethical (economic and ecological) crisis, but also contributes to fulfilling man's deepest, underlying needs. © Springer-Verlag Berlin Heidelberg 2010.