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Yuzuru Iguchi, Business Development Director of Hakuhodo Group, spoke for the students of the Finance Faculty of Plekhanov Russian University of Economics.
The speaker presented a theory on how to determine the role of business in society, answering three main questions: what, how and why. According to him, after receiving the answer, you can form a specific goal and determine the role of the company in public life.
Yuzuru Iguchi noted that many companies now choose the social orientation of their processes and products. There is a shift in the company's goal towards improving the overall standard of living of society.
"In the current epidemiological situation, the largest companies began to actively promote the ideas of enhanced hygiene in order to prevent the development of the epidemic, which directly affected advertising materials and marketing projects", - the expert gave an example.
The students analyzed the videos of the companies, determined their purpose and orientation, and discussed the possibilities of marketing campaigns with the speaker.