[On] 11 February 2014 in Brussels, a major conference on "The Purpose of the Corporation" is examining how alternatives to "Maximising Shareholder Value" can be introduced to European corporate governance rules. In his keynote speech to the conference, European Parliament Rapporteur on Corporate Social Responsibility Richard Howitt MEP argues that efforts to promote corporate respect for society, environmental sustainability and for human rights have been hampered by an overly narrow focus on 'fiduciary duty.' He argues that alternative notions of the purpose of the corporation in emerging economies, current debates about long-term investment and progress in moving towards the green economy, provide a real opportunity to change the narrative. [refers to Novo Nordisk (part of Novo Group)]