Purposeful Marketing
Introduction
The world is changing. Technology is advancing. And so are the values of people. Traditional marketing that focuses only on helping businesses increase profits is losing its relevance.
Purposeful Marketing leverages marketing to create value for the society as a whole. By working with businesses, public organisations, academic institutions and university programs, we research and co-create marketing practices to facilitate long-term, critical societal change.
About the research group
The mission of the purposeful marketing research group is “To help create authentic societal value, we develop and share practical marketing knowledge and tools for organizations and reshape marketing education through applied research activities that connects the work field and educational programs.”
We seek to meet our mission by focusing our research to address challenges and leverage opportunities in key areas.
Strategic areas of focus include:
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Responsible consumption
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Purposeful business creation
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Purposeful business education
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Purposeful innovation success
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Purposeful healthcare solutions
Join the conversation
We encourage you to join our Purposeful Marketing Research Group LinkedIn page to engage in dialogue and learn the latest on being purposeful at: https://www.linkedin.com/groups/12651407/
Contact us
We are always open to new collaborations and discussions. If you are interested in collaborating with the purposeful marketing research group or have a problem you would like us to support you with, contact us at purposefulmarketing@hhs.nl.
Strategic areas of focus include:
Responsible Consumption
Resources are limited and the way in which we consume is not sustainable. Our research is focused on gathering consumer insights and leverage marketing tools to help steer to ecologically and socially responsible behavior: Buy less, buy and use more responsibly.
Purposeful Business Creation
The research group supports the transition towards business practices that emphasize the creation of value for society at large and aims to foster the integration of knowledge regarding such practices into business education programs.
We are conducting research in several sectors that have high local impact, including the agriculture and healthcare sector, and leveraging our network and access to students to gather insights and evaluate opportunities to provide future business professionals with the knowledge, access, and tools needed to leave a purposeful mark on their workplace.
Purposeful Business Education
The integration of research and education is of critical importance for education to remain cutting edge and relevant to today’s society. Our research centers on understanding students’ needs and how purposefulness impacts their personal and professional careers. We look to leverage our findings to redefine business curriculums and educate our students on business of the future.
Purposeful Innovation Success
The impact and effectiveness of innovation can be increased when companies and organizations take a multidisciplinary approach to innovation. Purposeful marketing serves as the voice of the stakeholder and ensures its presence timely and effectively. Through collaborations with partners in technology and change management, our research concentrates on stakeholder insights and value proposition development to enable innovation success and expedite adoption.
Purposeful Healthcare Solutions
Our research is focused on how to make health care more efficient, convenient and accessible and ultimately improve the health of our communities through the use of marketing practices and tools. We conduct research to discover how purposeful marketing can improve health care experiences and outcomes and reduce health care inequities through understanding stakeholder insights, innovating the patient journey and leveraging technology and preventative health.
The guiding principles for the research group
- Include both business and social marketing, thus providing an inclusive platform/community for meaningful interaction and learning;
- Integrate research with real-life businesses and university programmes, thus fostering collaboration for maximum impact on our education and society;
- Connect organisation’s purpose with delivering the best experience for customers, in order to create a win-win for all stakeholders;
- Focus on people and continuous learning, which will contribute to meaningful growth of people and our society at large.
About the professor
dr. Hongli Joosten
Dr. Hongli Joosten-Ma received her PhD through a German-Chinese joint research program in cognitive psychology between George Augustus University Göttingen and East China Normal University in Shanghai. After continuing academic research as a post-doc in universities in both Germany and the Netherlands, she furthered her career in the international business world across Asia, North America and Europe. With more than 20 years working in different industries, she has held various leadership positions in business strategy as well as applied research in the marketing domain for both multinationals, such as Philips and Shell; and small enterprises, such as consultancy firms. From within businesses, she has experienced purposeful marketing in both challenging and rewarding ways. She switched her focus to education in 2018 to align with a personal shift towards purposefulness. Prior to taking this professorship, she worked in the International Business Program, Faculty Business, Finance and Marketing in The Hague University Of Applied Sciences. As a principal lecturer there, she was instrumental in establishing a new marketing curriculum integrating the latest marketing practices, including digital and purposeful elements.
