Basak Yakis-Douglas is a Post-Doctoral Fellow and Lecturer in Strategy. After receiving an MSc in Analysis, Design, and Management of Information Systems from London School of Economics, she came to Oxford as a British Council Chevening scholar and completed her DPhil at Saïd Business School as an ESRC-SKOPE fellow.
Her research interests under Mutuality in Business are on ‘purpose’, ‘values’, and ‘mutuality’. As part of her collaboration with Dr. Marc Ventresca, her project aims to map the intellectual terrain on one or some of several topics central to the focus on Purpose and to build a unifying framework of Purpose and associated concepts. The research is driven by the fact that organisations large and small are now becoming aware that current market drivers encourage a shift towards conceptions of corporate value that goes well beyond short-term financial returns. As a result, organisations are increasingly measuring broader value creation but there is a lack of common language and an overall framework that enables broader value to be connected to financial and commercial value drivers. Therefore, the objective of the research is to close this gap by compiling and consolidating across current alternative conceptions of ‘purpose’, ‘value’, and ‘mutuality’ along with an inventory of emerging and proposed measurement frameworks and metrics. The review and catalogue aim to contribute directly to ‘materialising’ integrated conceptions of value and the measurement thereof. Ultimately, this catalogue could contribute to the operationalisation of these concepts for organisations that are pursuing the task of measuring broader forms of value.
Basak’s broader interests involve the uniqueness paradox in strategy, strategy-as-practice, and strategy communications. Recently, she has published an article under these headings in Strategic Management Journal with the (short) title "Cheap Talk" in which her author team measured share price reactions associated with strategy presentations. A version of the same research was subsequently published in Harvard Business Review and mentioned in several public access journals including Fortune. View a video summary on her latest project or a more expanded written summary.
Oxford University Centre for Corporate Reputation
Saïd Business School
University of Oxford
Park End Street
Oxford OX1 1HP