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REPUTAZIONE AZIENDALE, CHI E’ COSTEI?

Più vado avanti nel raccogliere esperienze o punti di vista sulla Reputazione aziendale più mi rendo conto dei diversi aspetti che la caratterizzano. Il primo è dato dall’importanza che tutti annettono alla Reputazione. E’ importante, anzi importantissima. Ma il timore che alla lunga diventi più un ingombro mentale che non un effettivo strategic intangibile asset tende a prendere il sopravvento. La carenza di letteratura specifica la fa apparire più una curiosità passeggera che non un valore fondamentale per le aziende. Una delle ragioni di questa sensazione è la propensione verso  la proliferazione di regole e regolamenti tipica degli italiani. Troppe regole, pochi principi di fondo.
Un altro aspetto è la complessità. La Reputazione appare complessa, quindi sfuggente, imprendibile. Come dire che da qualunque angolazione la si affronti sfugge sempre qualcosa.
Il mio convincimento è che la Reputazione sia effettivamente importante e sfuggente. Quasi un ossimoro. Il vero problema è che trattandosi di un asset intangibile è difficile da costruire e da valutare.
Ho provato a mettere a punto un approccio metodologico per costruire la propria Reputazione. Per riuscire ad entrare nel merito è opportuno dapprima cercare di valutarne il livello attuale attraverso un’autoanalisi. Dopodiche credo che si debbano affrontare almeno tre aspetti: i valori/contenuti che l’azienda è in grado di fornire; gli atteggiamenti e comportamenti delle persone che lavorano in questa o quell’azienda ed infine la comunicazione.
Per il fatto di di essere un intangibile asset  la cui valenza dipende esclusivamente dall’ambiente in cui la stessa azienda gravita la Reputazione non sarà mai un valore assoluto. Ma almeno qualche riferimento esterno con cui confrontarsi esiste:  i concorrenti, i consumatori, le regole di mercato. Con quelli ogni azienda dovrà confrontarsi per rendersi conto quale sia il livello di Reputazione. Vale la pena provarci.
     

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