Spirituality in Business: Dharma Marketing

Dharma Marketing Spirituality in Business

1 -PROXIMITY MARKETING 2 - ORGANIZATIONAL SELF-KNOWLEDGE 3 - RETHINKING ORGANIZATIONAL RELATIONS

This new concept aims to reach the deepest level of the human psyche, finding in the oriental example of enterprising spirit - which has a strong resource to spiritual values - the path to a new internal proximity marketing.

For the Buddhists, Dharma is that which guides the mind. Dharma Marketing wishes to set the conditions for the necessary spiritual changes to occur, aiming to reach a sustainable proximity of all stakeholders. The best way to do it is assuring the organizations understand that, in order or this change to happen, they need to follow the example of the oriental management, where the enterprising spirit has an ascetic dimension, which has been stated for centuries, mostly recurring to spiritual values.

In Dharma Marketing, your goal is to satisfy needs at a psychological level - subconscious, so you act on the level of the psychological conflict which takes place before human will, focusing on what is previous to human will, i.e., on what precedes need and motivation. The importance of such a desired intervention regards the fact that this happens at the deepest level of the human psyche, making Dharma Marketing an essential tool for the correct relational characterization and for the proximity amongst players.

Attitude, a crucial aspect in organizational competence, does not depend on a set of rules exclusively, there being instead a large number of subconscious impulses which are constantly interfering with rational decisions. It is therefore necessary to act upon the spirituality, as a response to the behavioral variations arising from the mentioned conflict. This search for spirituality in organizational matters also aims to improve the transcendental principle, assuming that, for the organizations, this principle constitutes a non-spontaneous differential to be conquered and developed through the improvement of the holistic dimension.

2 - ORGANIZATIONAL SELF-KNOWLEDGE

Social and human matters have been the focus of a few of the most important organizations. However, human spirituality, understood as the search for ethical evolution, is being forgotten because it is wrongly associated with religiosity. This is leading to the progressive distancing from self-knowledge in the organizational sphere.

Organizations are large karmic stages, where people meet to learn with each other, trying to awaken their natural perceptive capabilities by taking advantage of the optimum conditions created there. Only this way is it possible to have more focused stakeholders as regards to how they feel, think and act, and the consequences thereof. In order for this to happen, those who run the organizations must have the ability to carry out changes in themselves, projecting these same changes in all their relational partners. His concern, on the other hand, must be incorporated in the institutional mission of public and private organizations.

Getting this message through to the organizational sphere will constitute the most important test to the conscience of those who work in marketing with a spirit of honesty, building trust, contributing to the activeness of market logic, contributing also to human, social and spiritual prosperity, to their complementarities and interdependence, in the search for organizational development as a mutually integrated movement.

3 - RETHINKING ORGANIZATIONAL RELATIONS

We need to adopt new ties, so as to allow the expression of intention and purpose of human existence. In order to achieve this, it might be necessary to let go of old values and expectations. And for those who put rationality before any organizational grounds, a special remark: Elster speaks about the place reserved for reason in today's western societies, in which so often men and women focus on the exercise of reason exclusively instead of accepting its limitations, and consequently mistaking rationality for human existence. In reality, contrary to this, the truth which sustains this rationality is many times questioned over the time, while human spirituality remains.

Assuming that people seek exclusivity in all relations, Dharma Marketing takes upon itself to increase transparency, remove obstacles, making the passage easy for those who look for meaning in the organizational work. In this case, the spiritual way will follow a path opposite to those organisations type, based on self-motivation and self-esteem.

The changes proposed in this article aim to achieve an effective improvement of the sustainability of reciprocity conditions and acceptance of all publics. Contrary to individual motivation, people must be guided by the need to belong to a group of motivated agents united by a transparent and unifying institutional mission.

It's obvious that organizations need to focus on strategic results, and therefore depend on capable and creative negotiators with a spirit of enterprise and able to work under pressure. But is this really possible without self-conscious?

The search for transcendence can only exist as a result of a permanent and effective integrated action, complementary of economic, human and social evolution, if accompanied by the necessary spiritual changes. This way, the competitivity improvement results from the intelligence that comes from inner enlightenment.

For Dharma Marketing, the commitment between organizations and everyone they're connected to is an effect of their actual proximity. Through more spiritualized human resources, the objective of Dharma Marketing is to have a significant impact on business, or at least to give the organization's relational competencies wider meaning as regards to empathy with oneself and with others.