Assessing the existence and strength of core purpose and values in an entrepreneurial company: a field test

This paper describes the design and testing of a research methodology aimed at assessing the existence and strength of core values and core purpose (as defined by Collins and Porras, 1994) in early-stage, growth-oriented companies. The methodology used several forms of data collection: in-depth interview; examination of formal company documentation; a company data collection survey; and a perception survey of all employees. The field test demonstrated that, subject to minor modifications, the research methodology was successful in gathering relevant data and practical to conduct for up to 10 case studies in the timeframe of a PhD.