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QUANTO E’ COMPLICATO VALUTARE LA PROPRIA REPUTAZIONE

 
Sta diventando un rompicapo. Più vado avanti più mi convinco che la valutazione della  Reputazione di un’azienda è complicato. Il solito volume di riferimento teorico di Nelli-Bensi da me citato più volte in questo blog avanza l’ipotesi di fare riferimento a sei parametri: Finanza, Organizzazione &Stile Direzionale, Strategie aziendali, Leadership, Responsabilità sociali e Risorse umane. Per quel poco di esperienza aziendale che ho azzardo un paio di opinioni.
La prima, così come è successo per la Pianificazione strategica un simile approccio mi sembra sì globale, ma farraginoso. Al punto che oggi di Pianificaziobne strategica non se ne parla più. Provo ad immaginare di prendere in considerazione i sei parametri suggeriti da Nelli-Bensi. Un giudizio sul valore della Reputazione di una azienda, soprattutto se grande, non potrebbe essere che parziale e istantaneo. Oltre che complicato. Parziale perché non si fa riferimento agli acquirenti; istantaneo, perché varrebbe solo per l’istante in cui sono stati rilevati i dati sensibili ai fini della reputazione. La Reputazione vale in quanto duri nel tempo, non un istante. Se si prendessero come riferimento i sei parametri indicati sopra  la cosa si complicherebbe ancora moltissimo. Si tradurrebbe in un costo insostenibile. Senza contare che sarebbe esposta al rischio di influenze interne.
Eppure qualche criterio bisogna pur adottarlo. Si potrebbe ipotizzare una sorta di audit continuativo a campione, da analizzare ad esempio ogni tre mesi. In questo caso basterebbe identificare pochi  parametri critici e su quelli basare le rilevazioni periodiche. Qualcosa di simile a ciò che si fa per valutare l’immagine o la fidelizzazione. Il risultato sarebbe un profilo basato su poche decine di valori, ma significativo.
Passo alla seconda obiezione. Essa si basa sul relativismo della Reputazione. Il riferimento agli acquirenti è determinante ai fini della reputazione. Le aziende vivono in quanto hanno un congruo numero di clienti che durano nel tempo. E’ questa la piattaforma di riferimento. Certo, occorre chiamare in causa altri parametri, come la finanza, il rispetto dell’ambiente, e così via. Ma non si può prescindere dagli acquirenti. Se gli acquirenti sono non solo soddisfatti, ma durano anche nel tempo, si possono avere buone ragioni per sostenere che la Reputazione di quell'azienda è elevata o soddisfacente. Anche in questo caso il ricorso ad una specie di barometro o osservatorio può meglio fornire evoluzione della reputazione.

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