Jordan is the CEO of Vehicle Buddy, a manufacturer and seller of vinyl floormats, trunk organizers, and smartphone holders for cars and trucks. The products are sold to consumers in automobile parts stores, department stores, and through telephone orders, and online. As people tend to keep their cars and trucks longer today than in the past, Vehicle Buddy's business has thrived. Jordan recently read in an article on the Internet that enduring and successful companies have a purpose, or a reason for being. He reflected that the purpose of Vehicle Buddy seems obvious, but maybe a Friday afternoon meeting with the management team could articulate the company's true purpose. Jordan also noted that a company with a purpose has more committed employees and customers, and sometimes suppliers.

Jordan sent an email message to the management team indicating that the purpose of the meeting was to discuss the purpose of Vehicle Buddy. To start the meeting, Jordan said, "Okay folks, let's take turns describing what you think is the purpose of Vehicle Buddy. Why are we here? What are we trying to do? What is our raison d'tre (reason for being)?" A partial transcript of the meeting follows:

Ashley (chief marketing officer): I've been thinking a little about this topic for a while, so I thank Jordan for calling this meeting. As I've tried to communicate in some of my marketing efforts, the purpose of Vehicle Buddy is to make driving cars and trucks a more esthetic and enjoyable experience.

Alfredo (chief financial officer): From my standpoint, we have the same purpose as any sensible business. We are trying to make a profit and survive.

Sean (head of manufacturing): Our purpose is clear to me. We are in the business of protecting car and truck interiors. That's common sense.

Abigail (chief engineering officer): Sean is on the right track. Vehicle Buddy's purpose is to design and distribute high-quality protective devices for vehicle interiors that will help sustain the appearance and functionality of those vehicles.

Wendy (customer support manager): Let's not get too fancy or unrealistic. Our purpose is to help our customers enjoy a more comfortable experience with their vehicles.

Devin (head of logistics and shipping): You folks might be overlooking our ultimate purpose. We are helping sustain the planet by making car and truck interiors more durable thereby reducing the need for replacing the vehicles.

Jordan: Great stuff folks. I'll be sending you an email after I integrate these thoughts. Maybe we will vote on which one or two final contenders should be our purpose.

Which of the suggested purposes of Vehicle Buddy do you think would be the most effective in enhancing the commitment of the company's customers, employees, and suppliers? Which of the suggested purposes of Vehicle Buddy do you think would be the least effective in enhancing the commitment of the company's customers, employees, and suppliers? To what extent do you think that Jordan is just wasting time? Does Vehicle Buddy really need a written purpose?.