Moral Purpose[道德目的]
(Mourkogiannis)

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什么是道德目的？释义

Nikos Mourkogiannis在他的一篇关于道德目的的文章中，描述了四种最理想的领导力。这些领导力可以用来鼓舞、率领团队去争取长期的竞争优势。根据Mourkogiannis发表在《商业战略》（Strategy + Business）上的一篇文章（2005年冬，总第41卷），道德目的是一种价值，当其被清晰阐释时，它就能够展现出人的内在的道德观——什么是正确的，什么是有价值的。成功领袖已经学会了如何利用道德目的去激发和领导他的组织去争取长期的竞争优势。

Mourkogiannis发现了与商业成功息息相关的四种道德目的，并指出了与之相伴的如下四种最理想的领导力：

勇于发现（Discovery）。其相应的道德要求是“新的”（The New），道德基础是“随心所欲，自由选择”。这一道德价值观在哲学上得到了丹麦哲学家Søren Kierkegaard （1813-1855）的支持。其典型范例如IBM、索尼、英特尔、维珍等创新科技公司。
追求卓越（Excellence）。其相应的道德要求是“好的”（The Good），道德基础是“只有卓越，才能满足”。这一道德价值观在哲学上得到了古希腊哲学家亚里斯多德的支持（384 BC - 322 BC）。其典型范例如波克夏-哈萨威（Berkshire Hathaway）、经济学家（The Economist）、苹果电脑（Apple）、宝马（BMW）等各自行业内的创新型专业公司。比较： Clarkson Principles[克拉克森原则]， Seven Signs Of Ethical Collapse[伦理的崩溃七个标志]
利他主义（Altruism）。其相应的道德要求是“有用”（The Helpful），道德基础是“关爱他人，助人为乐”。这一道德价值观在哲学上得到了苏格兰哲学家大卫休谟的支持（1711-1776）。其典型范例如各种各样的政治运动、慈善组织，以及沃尔玛（Wal Mart）、万豪（Marriott）、英国的Body Shop等企业。
英雄主义（Heroism）。其相应的道德要求是“有效”（The Effective），道德基础是“争当英雄，展示成功”。这一道德价值观在哲学上得到了德国哲学家尼采的支持（1844-1900）。其典型范例如瑞银华宝（UBS Warburg）、微软（Microsoft）、福特（Ford）、埃克森-美孚（Exxon Mobil）等雄心勃勃的进取型公司。比较： Strategic Intent[战略意图]

每一种道德目的，都以其特有的方式，推动着工作其中的人们去不断改写行业现有的游戏规则，去创造史无前例的辉煌业绩。值得注意的是，道德目的不仅仅跟领导力正向相关，它也需要与顾客、员工以及其他利益相关者在情感上产生共鸣。

道德目的的起源历史

道德目的发展主要是建立在上述论及的哲学传统之上。

道德目的架构的运用应用

道德目的在互相尊敬的基础上，通过构筑集体共识，有助于激发员工士气。
道德目的使组织对市场条件和市场机会更加敏感，有助于培育创新精神。
道德目的是对长期存在于大公司的风险厌恶（Risk Aversion）的反击。人们被鼓舞在既定的道德框目的架内，去寻找解决问题的方法。
道德目的使复杂的组织架构、组织行动以及组织战略统一了起来，形成便于理解和服务的统一主题。
企业领导者必须将道德目的与企业战略协调一致起来，实施有效管理。道德目的在本质上就具有帮助企业优化经营环境的能力。

道德目的的优势优点

如上所述，道德目的有助于培养员工士气、鼓励发明创新、应对风险厌恶、提供统一战略主题。
此外，道德目的回报丰硕，能够帮助企业实现巨大的、长期的回报。
它是企业的深层动力，对于员工动机和行为有着非常重要的影响。
它为企业成员尤其是高管们提供着有力的、持久的沟通信息。
它还是企业实现战略突破的前提和基础。

道德目的局限缺点

Mourkogiannis论述的四种道德目的之外，显然还存在有许多其他类型的道德理念。比如对于平等、公正的信仰、宗教道德、对权威的服从、以及爱国情操等等。
当然，从公司角度出发，这些道德目的和概念可能对员工并没有什么鼓舞作用，对公司竞争力毫无帮助。
但是，随着环境的变迁，它们或许也会成为主导的道德目的。比较： Spiral Dynamics[螺旋动力学]， Contingency Theory[权变理论]
Mourkogiannis的道德架构显然是用工具主义方法探讨企业现实目的一个成功范例。

道德目的理论的假定情况

企业战略的出发点应该是辨明什么样的道德目的最为贴近企业的战略意图。
商业领袖要通过道德目的来影响和感染他身边的人，并以身为范。
如果一个公司的企业目的是X，那么它的企业战略就决不能是Y。反之，此战略不仅无用，而且可能有害。

参考书： Nikos Mourkogiannis - Purpose: The Starting Point of Great Companies -

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