The Chartered Institute of Marketing Management of Ontario (CIMMO) and The Business Excellence (BEX) Institute of Irland are expanding the horizons of collaboration and partnership. In April, Dr. Youssef Youssef joined the BEX Excellence Assessment Bootcamp in Dublin, Ireland. The Excellence Assessment is one of the methodologies that CIMMO is interested in, as a tool to measure excellence in marketing activities. In the quest for a better world through responsible business practices, CIMMO is supporting BEX’s Excellence Manifesto as a way to eradicate socially irresponsible business practices.

BEX considers that: “In an ideal world, there would be no need for this. Logically, you would assume all organizations would want to be excellent. This theory runs aground the moment it hits reality. Human nature is such that challenges arise with governance, leadership, communication, resource management, risk management, innovation, getting the balance between the long term and the short term right, and more.”

BEX considers that management-as-usual is the enemy of excellence—and promotes mediocrity. In this regard, the Excellence Manifesto is a call-to-action. It calls on all organizations, regardless of size or sector, to publicly commit to the pursuit of excellence. This means striving to achieve optimal results for all stakeholders, continuous improvement, and pursuing a strategy that does not sell-out future generations.

According to Dr. Youssef Youssef, by signing the Manifesto, CIMMO is committing to strive for excellence, publicly; and answering the call for action and advocating for the cause of making the world a better place through ethical and socially responsible organizational behaviour. According to him, leading by example is the best way to positively impact the transformation that businesses need to survive the fourth industrial revolution, and marketing is the quintessential business process that can make the difference for good.”

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