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LA REPUTAZIONE CONVIENE ANCHE ALLE PICCOLE AZIENDE

Ogni volta si parla di Reputazione aziendale il riferimento va automaticamente alle aziende grandi. Raramente si avverte qualche sussulto reattivo anche da parte delle aziende non grandi. Infatti non è raro che qualche imprenditore se ne preoccupi. Mai come in questo momento storico anche le aziende medio-piccole dovrebbero preoccuparsene. Le ragioni sono le solite. In un mercato dove le capacità d’acquisto si sono ridimensionate, quindi la torta della domanda è più piccola rispetto a tre o quattro anni or sono, gli acquirenti hanno sempre più opportunità di scegliere. Non si sentono indotti ad acquistare a tutti i costi dalla marca più nota. Non sempre è anche la più affidabile. E’ sufficiente fare riferimento ai prodotti per la casa, ai capi di abbigliamento, alle automobili, agli elettrodomestici, alle macchine per ufficio.
Le medie e piccole imprese hanno alcuni vantaggi rispetto alla grandi. Non hanno bisogno di tantissimi clienti per sopravvivere, sentono meno i problemi di quota di mercato, hanno sotto controllo i costi, hanno meno inefficienze delle aziende grandi, possono ottenere che ciò che si è detto di fare sia fatto.
Trattandosi di un problema Top Down e non viceversa, il problema della Reputazione nelle medio-piccole imprese potrebbe persino essere gestito con più facilità. Come procedere?
Per cominciare occorre convincersi che costruire una Reputazione soddisfacente anche per la nostra azienda sia possibile. Poi occorre decidere di affrontare il problema della Reputazione delle nostra azienda con metodo. Senza metodo non si va da nessuna parte. Non esiste azienda con una forte Reputazione che non se la sia posta  come Strategic Intangible Asset.
Infine occorre stabilire quali siano le variabili critiche per costruire la propria Reputazione. Ogni azienda essendo unica deve anche capire quali siano le variabili che più contano.

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