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DEDICHIAMO IL 2010 ALLA REPUTAZIONE AZIENDALE

Accettiamo per buono che la grande recessione sia in via di superamento. Molti indicatori statistici incoraggiano ad essere ottimisti. Comunque vada grandi cambiamenti sono in atto. Non si tratterà semplicemente di recuperare ciò che si è perso nel passato. Almeno due grandi fenomeni sono in corso: la globalizzazione sta dilagando, la capacità di spesa degli acquirenti non è sufficiente a garantire il pieno utilizzo delle capacità produttive esistenti.

Di questi due fatti (ed altri) le aziende italiane dovranno tenere conto. Le implicazioni che ne derivano sono imprevedibili. Di certo, per sopravvivere, le aziende italiane dovranno fare qualcosa di diverso dal passato. Occorrerà che le aziende italiane si riposizionino. Alcune modificheranno il loro business, altre chiuderanno, altre si potenzieranno a danno delle più deboli, altre modificheranno la loro strategia nei confronti dell’ambiente esterno, altre si diversificheranno, ecc.

Saranno poche le aziende che manterranno la configurazione che avevano prima della fine del 2008.  Qualunque evoluzione mettano in atto per sopravvivere dovranno fare in modo di fare la differenza. Siccome non è immaginabile che possano competere sui prezzi, dovranno predisporre qualcosa che faccia la differenza. Per fare la differenza non è immaginabile di orientarsi verso il basso. Devono costruirsi una nuova reputazione coerente con il riposizionamento che si saranno date. A fronte di ogni riposizionamento la reputazione non va mai data per scontata. Con l’euro ai livelli attuali e futuri  non resta che imporsi attraverso una crescente reputazione.  Ecco perchè propongo di dedicare il 2010 alla costruzione della reputazione delle aziende.

La reputazione di un’azienda è il risultato dell’esperienza vissuta da coloro che  direttamente o indirettamente hanno a che fare con la nostra azienda. In un mercato che diventa sempre più unico e che cambia in continuazione si salveranno le aziende che godono della migliore reputazione

La reputazione supera il valore della brand o della marca. Non solo, ma è un valore che si costruisce lentamente negli anni facendo riferimento a valori fondamentali.

Nel dedicare il 2010 alla reputazione delle aziende intendo fare riferimento a molti temi di interesse non solo concettuali, ma anche empirici. Come si costruisce la propria reputazione, differenza tra reputazione e strategia, differenza tra reputazione e corporate brand, la reputazione nell’economia della conoscenza, remunerazione e comunicazione, sono altrettanti tempi da sviluppare. Ecco perché può valere la pena dedicarci i prossimi mesi.

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