Integrated Management of a News Agency and Advertising Firm: Purpose Management as Envisioned by Hoshio Mitsunaga, Founder of Dentsu, Inc.

DOI
  • Katayama Ikuo
    立教大学大学院ビジネスデザイン研究科特任教授

Bibliographic Information

Other Title
  • 通信社と広告会社の一体経営
  • ―電通創業者光永星郎が構想したパーパス経営―

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Description

<p>The contemporary era has been called the “age of VUCA (volatility, uncertainty, complexity and ambiguity)”. Sustainability is a collective concern, and companies are expected to create value through clear purpose.</p><p>This paper surveys Dentsu’s history and its founder Hoshio Mitsunaga’s entrepreneurship, focusing on purpose management. Founded in 1901, Dentsu served as both a news agency and advertising firm, facing instability and social disregard. With insights from Mitsunaga’s philosophy, company creed, and credo, Dentsu’s core mission is delivering accurate information globally via communication and advertising.</p><p>Purpose management is pivotal in modern corporate governance, requiring companies to reevaluate their significance and embed purpose within the societal context. To genuinely practice purpose management, companies must earn stakeholders’ support by aligning historical background, management principles and the sentiments of employees and other stakeholders.</p>

Journal

  • Journal of Innovation Management

    Journal of Innovation Management 21 (0), 15-34, 2024-03-31

    The Research Institute for Innovation Management of Hosei University

Keywords

Details 詳細情報について

  • CRID
    1390862623771154304
  • DOI
    10.24677/riim.21.0_15
  • ISSN
    24336971
    13492233
  • Text Lang
    ja
  • Data Source
    • JaLC
  • Abstract License Flag
    Disallowed

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