First Research Workshop of the Project “Purpose-Driven Business: Harmonizing Personal and Organizational Purpose towards a New Management Theory” (SPOJ) was held
The two-day workshop brought together project team members and experts from academia to exchange knowledge, engage in collaborative research, and explore the role of personal and organizational purpose in contemporary business. The workshop was opened by Assoc. Prof. Ivan Malbašić, PhD, who presented the project's activities to date, the objectives of the research workshop, and the expected research outcomes. Participants were also welcomed by Assoc. Prof. Dijana Oreški, PhD, Vice-Dean for Science, Projects and International Cooperation at UNIZG FOI, who extended her greetings and wished everyone a productive workshop. The opening session was followed by an introductory workshop led by Prof. Carlos Rey, PhD, from Universitat Internacional de Catalunya – UIC Barcelona, focusing on discovering and developing awareness of one's personal purpose.
The core of the two-day programme was dedicated to collaborative research activities, including group work, cross-examination of ideas, and the synthesis of key findings. Through structured discussions and the exchange of diverse perspectives, participants explored the relationship between personal and organizational purpose and the possibilities for integrating purpose into contemporary management approaches.
A particular highlight of the programme was the panel discussion “Purpose in Practice”, featuring Ivan Bartulović, Member of the Management Board of Croatian Telecom Inc., and Prof. Carlos Rey, one of the pioneers of the Management by Missions concept. The panel was moderated by the project leader, Assoc. Prof. Ivan Malbašić, PhD. The discussion focused on how organizational purpose can become an integral part of business strategy, everyday operations, and measurable outcomes. It was emphasized that purpose and business performance are not competing objectives but rather mutually reinforcing elements: purpose provides an organization with direction and meaning, while measurable results make it possible to assess progress towards shared goals. The panel also addressed the role of artificial intelligence in contemporary business, highlighting the importance of using AI to create value for customers, employees, and society as a whole.
The first research workshop marks an important milestone in the implementation of the project “Purpose-Driven Business: Harmonizing Personal and Organizational Purpose towards a New Management Theory”, which aims to deepen our understanding of the relationship between personal and organizational purpose and contribute to the development of new theoretical and practical approaches to organizational management.
