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LA REPUTAZIONE FA PROSPERARE LE AZIENDE

Avevo proposto di dedicare il 2010 alla reputazione delle imprese ed eccoci qua. Cominciamo a cercare di capire di che si tratta. In seguito proporrò altri aspetti. Ogni spunto o suggerimento sarà benvenuto.

La reputazione o riputazione (dal latino reputatio-onis) rappresenta la misura delle qualità o della moralità di una persona. Che galantuomo! Era l’espressione più diffusa per indicare una persona che godeva di buona reputazione. Così intesa la reputazione é sinonimo di valore positivo. Non solo, anche di valore assoluto.

Solo sarcasticamente  può assumere una valenza negativa: “Pur con quella reputazione, è un bravo pianista” o eccelle in qualcosa.

Sebbene originariamente sia stata riferita alle qualità/moralità delle persone, la sua accezione è andata dilatandosi nel tempo. E’ stata estesa ai comportamenti delle aziende, facendo riferimento alla loro affidabilità, alla qualità dei loro prodotti, fino ad includere i rapporti d’affari tra persone e persone e tra persone ed aziende.

Oggi il ruolo della reputazione  dipende sostanzialmente dal giudizio o dalla misura che ne riconoscono gli altri. Di conseguenza ha assunto una valenza non solo relativa, ma, soprattutto, soggettiva. E’ relativa, in quanto dipende dall’angolazione dalla quale la si osserva. E’ soggettiva, in quanto dipende da chi osserva.

In definitiva, pur avendo una connotazione originaria assoluta(qualità/moralità), il giudizio sulla maggiore o minore reputazione è soggettivo. Sempre.

L’estensione della reputazione alle aziende ha fatto sì che sia il relativismo, sia la soggettività applicati alla reputazione assumano un ruolo sempre più importante nelle negoziazioni e negli scambi. E’ come dire che la reputazione, una volta conquistata, può anche essere fatta valere. Per contro, può anche dissolversi nel tempo. Il migliore risultato si ottiene quando non solo la reputazione è consolidata, ma è anche conosciuta dal maggior numero di persone possibile.

Tenuto conto della ridondanza di offerta sia di beni di sia di servizi di oggi, anche i rapporti di negoziazione vanno evolvendo. Non solo la reputazione assumerà sempre maggiore importanza, ma diventeranno sempre più determinanti gli atteggiamenti e comportamenti che assumeranno gli acquirenti. A parità di aziende con pari reputazione, gli acquirenti condizioneranno le loro scelte in base alla reputazione di cui gode il loro interlocutore, sia esso persona oppure azienda.

Se così è, la stessa cosiddetta corporate identity, sulla quale fanno così tanto leva i pubblicitari non necessariamente coinciderà con la reputazione. La ragione è semplice, la reputazione si basa sulla esperienza diffusa, la brand identity rappresenta la notorietà.

Saluti, alla prossima. Riprenderemo presto questo argomento ed altri nel corso del 2010.

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