Virtue-Focused Marketing as a non-competitive cause

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We are used to analyzing competitive causes, but we find it difficult to analyze non-competitive causes within organizations. Virtue-Focused Marketing acts as a non-competitive cause within the organization. A non-competitive cause capable of integrating, among others, the Anti Money Laundering and Corporate Social Responsibility. These are also internal non-competitive causes that can explain the success or failure of organizations.

We will analize an article by the American Bishop Robert Barron that clarifies the relationship known as cause-effect, on the basis of the Catholic vision of God as a non-competitive cause. The conclusions we will arrive to, will be valid no matter what the reader’s position regarding faith may be.

In order to understand these concepts, we recall that the Catechism of the Catholic Church says: “The goal of a virtuous life is to become like God.” Furthermore, we analyze that the core of Virtue-Focused Marketing should be to: create, communicate, and deliver offerings with virtuous values for customers, clients, partners, and society at large.

Consequently, the aim of Virtue-Focused Marketing is to elevate organizational activities, processes, and institutions to overcome their limitations, and become capable of somewhat reflecting God’s image.

In April 22, Bishop Robert Barron wrote:

“Last week, Andrew Cuomo, the governor of New York, made a rather interesting theological observation. Commenting on the progress that his state has made in fighting the coronavirus and praising the concrete efforts of medical personnel and ordinary citizens, he said, “The number is down because we brought the number down. God did not do that. Faith did not do that.” (…) The condition for the possibility of the governor’s declaration is the assumption that God is one competitive cause among many, one actor jostling for position and time upon the stage with a coterie of other actors. On this reading, God does certain things — usually of a rather spectacular nature — and creaturely causes do other things, usually more mundane. Thus, we can clearly parcel out responsibility and credit — some to God and some to finite agents. (…) All of which brings me back to Governor Cuomo. To claim that “God did not do that” because we did it is simply a category mistake. What brought the coronavirus numbers down? It is perfectly accurate to say, “The skill of doctors and nurses, the availability of hospital beds, the willingness of so many to shelter in place, etc.” But it is also perfectly valid to say that God brought those numbers down, precisely by grounding the entire complex of creaturely causality just referenced. This relationship holds at the metaphysical level, but it is perhaps even clearer when it comes to the psychological motivation of those dedicated physicians and nurses. Why ultimately were they willing to do what they did? I would be willing to bet a large percentage of them would say that it was a desire to serve others and to be pleasing to God.

So, we should thank all of the good people involved in bettering our current situation, and we shouldn’t hesitate, even for a moment, to thank God as well. There is absolutely no need to play the zero-sum game proposed by the governor of New York.”

Not only do I agree with Bishop Barron’s words, but I also understand that his concepts are applicable to the marketing context. And we are not talking from the point of view of faith, but from the point of view of causes and effects: you can call him God or whatever you believe.

Upon further analysis, we identify Virtue-Focused Marketing as a non-competitive cause. Not at a transcendental level like God, but partly in God’s likeness.  In it, prudence, justice, fortitude, and temperance operate simultaneously and non-competitively with other capabilities within organizations.

Mag. Pablo Torres

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