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SENZA UNA PROPRIA VISION LE IMPRESE-RETE FANNO POCA STRADA

 
Ho già detto che le imprese –rete devono darsi un proprio governo adatto alla configurazione nuova che hanno deciso di adottare. Tra gli aspetti della governance rientra la Vision. Senza una Vision consolidata dai partner di ogni azienda che compone la rete, le aziende fanno poca strada. La Vision consiste in una dichiarazione forte che i partner devono condividere e far conoscere all’esterno. Essa deve servire a connotare l' impresa-rete. E’ cioè la dichiarazione di come vorrebbe che gli altri la percepissero. Si leggono tante Vision improprie. Altro non sono che dichiarazioni di intenti molto spesspo persino autoreferenziali. Quindi scarsamente credibili. Invece il termine Vision serve per indicare agli interlocutori-target come la nostra impresa rete intende essere connotata dagli altri e far immaginare quali problemi sia in grado di risolvere. La struttura di una Vision non deve essere molto lunga, spesso si leggono dichiarazioni che assomigliano a slogan. La loro significatività è tale da essere contenuta in poche parole. Ad esempio Lexus: The luxury brand of Toyota è sì un frase breve, ma è sufficiente per connotare la nota casa automobilistica. Eppure il significato di quella affermazione permea tutta l'azienda, fino all'ultimo collaboratore .Un’altra Vision è la seguente: Progettiamo soluzioni IT per produrre profitto. Il tuo. E’ stata adottata da un’azienda che vende software destinato al funzionamento delle macchine utensili. L’impegno contenuto in quella frase non lascia dubbi.Un’altra Vision è la seguente: Progettiamo soluzioni IT per produrre profitto. Il tuo. E’ stata adottata da un’azienda che vende software destinato al funzionamento delle macchine utensili. L’impegno contenuto in quella frase non lascia dubbi.
La Vision costituisce la strada maestra di ciò che l’impresa-rete intende fare. De indicare non solo le soluzioni, ma anche lo stile ed il livello. Affinché la Vision funzioni occorre che sia:
_formalizzata, quindi approvata dal gruppo di Governance dell’impresa-rete;
_pubblicata sulla testata del sito Web. Deve apparire ben evidente nella testata della home page e delle pagine successive;
_trascritta su tutti i documenti aziendali, incluso carta da lettere e biglietti da visita
_comunicata, cioè fatta conoscere attraverso comunicati stampa, e-mail, blog
Poi occorre addestrare il personale a tutti i livelli e in tutte le aziende che compngono la impresa-rete in modo da farla propria e che in ogni contatto con l’esterno sia inclusa nelle argomentazioni. In definitiva, La vision è un documento che impone l’alignment ossia condivisione.
Ecco una ragione in più per farla adottare anche dalle imprese-rete se si vuole che si costruiscano una cultura comune che duri nel tempo.

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