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IMPRESA RETE N. 23 COMUNICAZIONE

 PRESA RE N. 23 – COMUNICAZIONE  

L’impresa rete è avviata (o quasi). Siccome è composta da aziende partner che esistono già  e che hanno sottoscritto la lettera d’intenti si può cominciare a lavorare insieme. L’impresa rete deve farsi conoscere. Utilizzando la piattaforma ICT si costruisce un database marketing  contenente tutti i nomi dei partner dell’impresa rete ed i nomi degli interlocutori clienti. Il database marketing deve servire per far sapere che l’impresa rete si è costituita e che sta funzionando. Se ne conoscono i partner che fanno parte della governance, i ruoli, ecc.

Il database marketing deve servire soprattutto per ordinar i nomi dei partner, dei clienti, dei collaboratori e per  diffondere il nome, l’esistenza e l’avvio dell’impresa rete, il focus del business e le implicazioni. I contenuti della comunicazione  devono essere informativi. Non devono essere autoreferenziali.

Ogni partner conferirà i nominativi di interlocutori ai quali interessi far conoscere l’esistenza della impresa rete appena costituita.

Mano a mano che l’elenco di destinatari della comunicazione aumenta si diffonde anche la conoscenza dell’esistenza dell’impresa rete e del suo funzionamento. Per effetto naturale di propagazione.

La comunicazione va programmata. Quindi vanno predisposte comunicazioni specifiche per far capire in dettaglio l’oggetto dell’attività, la Vision, la Mission di marketing, l’operatività, ecc.

Il programma di comunicazione deve essere a bassissimo costo. Se per caso  uno dei partner è esperto di Comunicazione esprimere il proprio ruolo e mettere in atto un programma adatto allo scopo a favore dell’impresa rete e dei suoi partner. Trattandosi di una fase iniziale ci si potrà accordare per ripartire le spese di comunicazione. I costi di comunicazione esposti dovranno essere bassissimi. Il partner che predispone il programma di comunicazione deve sottoporlo ai membri della governance o al presidente. Ecco una prima occasione per sperimentare la validità dell’impresa rete.

Ove nessuna azienda partner sia in grado di fare Comunicazione si potrà far ricorso ad un consulente. Il costo della comunicazione sarà ripartito tra i partner oppure sarà prelevato da un fondo costituito appositamente per le spese di avviamento dell’impresa.

In queste prime fasi i partner devono porsi un unico focus: far funzionare l’impresa rete.

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