The Art of Compassionate Business : Main Principles for the Human-Oriented Enterprise book cover
1st Edition

The Art of Compassionate Business
Main Principles for the Human-Oriented Enterprise

ISBN 9780367139254
Published March 15, 2019 by Productivity Press
324 Pages 10 B/W Illustrations

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Book Description

There are several well-ingrained assumptions regarding the dynamics of work and business activities, which can be refuted. Some examples of these widespread assumptions in the business and work environments are: employees being viewed as commodities, competitors perceived as threats, companies’ resources seen as limited, and customers perceived as scarce and difficult, etc. All which leads to the question, "Is there a way to perform business activities more humanely?"

This book challenges the reader to change the way they perform in business situations and become more focused on the human aspects of business activities. The users of this knowledge and those affected by them will undergo a profound transformation in the way they perform business activities. They will benefit from gradually testing and implementing the guidelines conveyed in this book, both in the business environment and the workplace. When readers put these principles into practice, positive ripple effects are bound to affect other stakeholders of the organization they work for or own.

This book includes aspects related to mission and vision, passion, business mindset, organizational learning, improvement of business conversations, use of constructive criticism and improvement of relationships with the most relevant stakeholders (customers, suppliers, intermediaries, community, and employees, etc.). The book also includes a discussion of creativity and the innovation process, as well as other factors that create a healthy business environment. Extensive appendices include topics such as negotiation, marketing, use of social media and others.

Table of Contents




1 Purpose and Mission

2 Relentless Passion

3 Prosperity Mindset

4 Additional Aspects of a Prosperity Mindset

5 Love and Business Activities

6 Stakeholders and Love

7 Loving Ways to Relate to Stakeholders

8 Natural Conversations with Stakeholders

9 The Use of Positive Language with Stakeholders

10 Adopting a Loving Attitude toward Employees

11 Additional Aspects of a Loving Attitude to Employees

12 Adopting a Loving Attitude toward Customers

13 Adopting a Loving Attitude toward Other Stakeholders

14 Love and Creativity

15 Additional Aspects of Love and Creativity

Appendix A: Stress and Business Activities

Appendix B: Mindfulness and Business

Appendix C: Marketing and Manipulation

Appendix D: System Thinking and Organisations

Appendix E: Compassionate Negotiation

Appendix F: Empathetic Use of Social Media

Appendix G: Additional Ways to Generate Intuitive Insights



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Dr Bruno Roque Cignacco, Ph.D., Dr. Bruno Roque Cignacco has a PhD in management with a focus on international marketing from the National University of Rosario. He is an international business consultant, international speaker and business coach. For over 20 years, he has advised and trained hundreds of companies on international trade activities and international marketing. He is also a Principal Lecturer in Marketing at GSM London. He teaches international marketing, marketing management, research methods, product innovation, and public relationships. He has also taught business modules at other universities such as Birkbeck University, Lancaster University, University of Wales, University of Central Lancanshire and several international universities. He is a Senior Fellow of the Higher Education Academy (HEA) UK. He is a Master Life Coach and Master NLP Practitioner.

He is also the author of business books such as Fundamentals of International Marketing SMEs, which has been published in several languages, including English, Spanish and Portuguese. He’s also the author of Techniques of International Negotiation, and personal development books published in different languages.