Essay Sample on Companies' Values: How to Create an Emotional Appeal That Resonates

Introduction

The article highlights how companies can ensure that their value statements appeal to their target market and resonate with consumers. Palazzo (2019) explains that many corporations use cliche value statements that are too general, lack authenticity, and which do not have an emotional appeal. However, successful companies understand the importance of having values that mobilize stakeholders beyond their profit-making goals. Values can have a significant impact on organizations by mobilizing employees and management to pursue common organizational goals.

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Palazzo (2019) gives some tips on how corporations should develop value statements that not only resonate with their clients, but also inspire stakeholders to pursue the organization's vision. Some of these include making values specific to the company, developing credible and authentic values, tailoring values to generate an emotional appeal, linking values to behavior, and aggressively communicating and implementing values. These strategies are consistent with research by Gurley and Peters (2014), and can help corporations to develop values that are part of the organization's culture and are embodied by all stakeholders.

This article is important to a board of directors since it can educate them on how to actualize value statements that mobilize management and employees towards pursuit of the organizational goals, vision, and mission. According to Deloitte (2013), the main role of a board of directors is to develop policies for corporate oversight and management, and to make strategic company decisions. The board is at the forefront of providing leadership and vision of a company. An integral role that it plays is developing corporate values that guide the culture that is present in an organization (Stanford Business, 2013).

The article is therefore useful to the board as it provides key strategies that companies should use when creating value statements to ensure that they motivate the management and employees to pursue a common goal. Moreover, the board of directors in companies that have made mistakes in creating value statements can learn from the article and implement strategies that will mitigate mistakes they have done in the past.

References

Deloitte. (2013). Duties of Directors. [PDF file]. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/za/Documents/governance-risk-compliance/ZA_DutiesOfDirectors2013_16042014.pdf

Gurley, K. & Peters, G. B. (2014). Mission, vision, values, and goals: An exploration of key organizational statements and daily practice in schools. Journal of Educational Change 16(2). doi: 10.1007/s10833-014-9229-x

Palazzo, B. (2019). Five Steps to Make Company Value Statements Work. Retrieved from http://business-ethics.com/2019/02/19/five-steps-to-make-company-value-statements-work/

Stanford Business. (2016). Board of Directors: Duties and Liabilities. [PDF file]. Retrieved from https://www.gsb.stanford.edu/sites/gsb/files/publication-pdf/cgri-quick-guide-03-board-directors-duties-liabilities.pdf