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UN’AZIENDA SENZA REPUTAZIONE ALLA LUNGA MUORE

 
Prendiamo la FIAT. Fino alla vigilia della Grande Crisi iniziata nel 2007-2008 era una società con una notorietà worldwide. Pur essendo un’azienda molto nota stava molto male in salute economica e finanziaria. Godeva di una pessima  Reputazione. Dopo l’arrivo dell’attuale CEO Marchionne sta recuperando la propria Reputazione. Sono parechhie le aziende italiane in quella situazione, anche grandi. Ho letto un articolo su Fortune di due settimane fa e me ne sono convinto. Soprattutto vedendo la foto del CEO Marchionne in copertina e leggendo la lunga intervista allo stesso Marchionne. E’ sufficiente prendere nota delle decisioni adottate per rendersi conto delle ragioni.
Mi hanno colpito due particolari: il ruolo di deboltollenecking svolto dallo stesso Marchionne e i 25 dirigenti in linea che rispondono direttamente a lui.
Ne ho parlato con alcuni esperti azienda che contano anche sul piano internazionale ed ho chiesto loro se la Reputazione delle aziende   sia
importante e, se si, quanto. Risposta quasi univoca: “è tanto importante che le aziende che non godono di una buona reputazione possono morire.”
Presa così l’affermazione potrebbe apparire una battuta. Se ne analizziamo le implicazioni a medio termine forse è tutt'altro che da ricusare.
Io preferisco continuare ad andare avanti ed analizzare altri casi per accertarmi che questo tipo di affermazione abbia un fondamento. Resta il fatto che se prendessimo il caso FIAT come paradigma varrebbe già la pena di rifletterci su.
Sulla base di queste indicazioni ho già cominciato ad estendere lo sguardo su altre realtà aziendali. Ne parleremo più avanti.

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