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LA REPUTAZIONE AZIENDALE COME STRATEGIC INTANGIBLE ASSET

 Vorrei dimostrare a parole perché la Reputazione sia da considerarsi a pieno titolo un vero e proprio Strategic Intangible Asset. Lo farò riportando un primo esempio.
Siamo una importante catena distributiva alimentare appartenente alla GDO. Decidiamo di migliorare la nostra Reputazione aziendale. Per la nostra azienda è un asset strategico. Anche se intangibile è pur sempre strategico. Poco o tanto, esso modifica il rapporto con gli acquirenti.
Decidiamo di farlo per piccoli passi. Sappiamo che questo approccio richiede mesi o anni.
Organizziamo una riunione ristretta, limitata a: presidente o Amministratore Delegato, responsabile acquisti, capo del personale, responsabile del Controllo di gestione. Il messaggio è il seguente: d’ora innanzi ognuno dovrà pensare ad un’idea che contribuisca a migliorare la Reputazione della nostra azienda. Ogni idea sarà esaminata per valutarne le implicazioni in termini di costi e ricavi incrementali, di frequenza d’acquisto, efficacia, ecc.
Ogni mese selezioniamo un’idea, la valutiamo e decidiamo se e quando metterla in atto.
Primo mese, l’idea è la seguente: nel nostro supermercato non si venderà più pesce decongelato. Non solo, completiamo la decisione dichiarando anche che la pulitura sarà gratuita per ciascun acquirente.
Analizziamo l’idea, ne valutiamo le implicazioni e mettiamo il reparto pescheria sotto osservazione.
I risultati dei primi sei mesi sono interessanti. Abbiamo incrementato le vendite di pesce di circa cinque punti percentuali. Decidiamo di continuare il monitoraggio per altri sei mesi. Vogliamo capire il trend che si è instaurato in seguito alla decisione di non vendere pesce decongelato.
Dopo alcuni mesi decidiamo che sia il momento di inserire una nuova idea. L’obiettivo è sempre lo stesso: migliorare la Reputazione delle nostra azienda. Siamo sempre più convinti che debba costituire uno Strategic Intangible Asset.
C’è un’altra idea in attesa di approvazione: come si può attirare più vendite nel reparto enoteca? In due modi: arricchendo l’assortimento di vini con un buon rapporto qualità/prezzo. Decidiamo che oltre ad ampliare la gamma di vini assegniamo al reparto un responsabile che sia anche sommelier. Alla gente piace il rituale della scelta del vino da acquistare. Per gli acquirenti è un valore che fa la differenza.
Stessa procedura adottata per il reparto pescheria, stessi controlli, stesse osservazioni.
In alcuni mesi la nostra azienda ha introdotto due innovazioni che si presume siano percepite come
valori che fanno la differenza.
L’esercizio può continuare per anni. Dopo il primo anno avremo non solo conferito una maggiore competitività alla nostra azienda, ma avremo anche imparato un modo in più per farlo.

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