What characterizes normative Führung (normative management)?

The long-term level of leadership that secures the organization's viability by setting its principles, norms, and rules of the game — guided by the principle of meaning (Sinn).

Its characteristics:

• Long-term view — beyond strategy horizons
• Goal: Sicherstellung der Lebensfähigkeit (ensuring viability/survivability of the company)
• Defines principles, norms, and rules for shaping, steering, and developing the organization
• Dominating principle: Sinn (meaning/purpose) — why does this company exist?
• Constituting elements: Vision, Unternehmenspolitik, Unternehmensverfassung, Unternehmenskultur
• Foundational document: the unternehmerisches Leitbild (corporate mission statement)

Tip: When an information security policy states "information security is essential to our business and a leadership responsibility," that's a normative statement — it anchors security in the company's purpose, not in a particular technology decision. That anchoring is what gives the ISMS legitimacy.