Putting Conscious Business Into Context

Abstract

The second chapter comprises the theoretical foundation for conscious businesses. At first, essential terms are defined to clarify the terminology and contextual direction of the concept conscious business. Key characteristics represent an essential aspect of this chapter as they offer a practical view regarding organizational behavior and development within a complex economic system. Corporate social responsibility is often associated with conscious businesses and represents a misleading direction. Therefore, this chapter addresses fundamental differences between various concepts such as B Corporations or the Economy for the Common Good. Conscious businesses operate within existing markets and complex economic systems. Hence, economic and social drivers are outlined to clarify major forces behind the movement. In addition, the second chapter provides an overview regarding the used research framework. The framework itself is split into four major components that are defined as higher purpose, stakeholder integration, conscious culture, conscious leadership and linked aspects such as an organization’s business direction. Each aspect is illustrated by describing the activities of four distinct businesses (Whole Foods Market, Zappos, Southwest Airlines and LinkedIn).