Connecting purpose with business and culture



The Marjal Group has initiated a process of business and cultural transformation. It wanted to start off on this journey by placing the ‘ambition of a life well lived’ at the heart of its culture and its vision of the future.

This purpose had to be generated in a participative way, involving all areas of the business, while identifying areas of improvement directed towards impact.


Within a Collaboration Framework, Innuba has worked with Marjal to define the purpose of the group, elaborate an Action Plan for Cultural Transformation, clarify purpose in a new Value Offer for Suiters and devise a new business model in the area of ‘Flex Living’.

Related Cases

The future and social action in childhood and adolescence
Cellnex Foundation
Activating the social strategy of European impact
Unoentrecienmil Foundation
Accelerating childhood leukemia recovery through physical exercise