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IMPRESA RETE N. 26: QUALE MARKETING?

Se si immagina l’impresa rete come insieme di expertise professionali collegate tra di loro in modo formale occorre anche chiarire come funzionano le diverse funzioni organizzative.

Cominciamo dal Marketing. E’ quello più urgente da insediare. A seconda del numero di partner che compongono l’impresa rete si può ipotizzare due tipi di marketing. Marketing strategico e marketing operativo.

Il marketing strategico non ha avuto molto successo nelle aziende singole. E’ ovvio che non abbia funzionato per il semplice motivo che la sua collocazione è promiscua. E’ un po’ pianificazione ed un po’ marketing. Il riusltato è che ha finito per essere  né l’uno né l’altro.

Nell’impresa rete potrebbe avere un ruolo significativo soltanto nella fase di decollo. Quindi i primi uno-due anni. In particolare, dovrà stabilire su quali business dovrà concentrarsi l’ impresa rete, chi dovrà gestirne lo sviluppo, quale connotazione vorrà darsi, ecc.

Proviamo a vedere come potrebbe funzionare.

E’ possibile che la  funzione marketing strategico sia affidata ad un gruppo di lavoro all’interno dell’ impresa rete. Per quanto possibile bisognerebbe evitare di fare ricorso a consulenti esterni. Occorre avere già in mente dove si vuole andare a parare in futuro e condividerlo. Per due motivi: primo, spendere meno possibile; secondo non correre il rischio di farsi influenzare da persone che non conoscono a fondo tutti i partner ed i loro business.

Semmai, si cerca all’interno dell’impresa rete un personaggio che sia particolarmente orientato alla gestione delle relazioni esterne affidandogli la  conduzione del gruppo di lavoro.

Beninteso i componenti il gruppo di lavoro non abbandoneranno affatto  la loro attiività. Semplicemente si occuperanno anche di elaborare ed implementare lo sviluppo coomerciale dell’impresa rete.

Questa affermazione potrebbe apparire anacronistica. Se non si è del mestiere non si sa da che parte dcominciare. D’altro canto se l’impresa rete si costituisce per potenziare la propria capacità di sviluppo occorrerà pure che le expertise dei partner si mettano a  disposizione della causa comune.

Ecco perchè la composizione del mix di specializzazioni deve  essere di ottimo livello. In mezzo a partner di  ottimo livello ci sarà pure qualcuno che ha competenze o che le acquisisce pur di sviluppare l’impresa rete.

Al più si cerca un esperto esterno di provata esperienza e si fa raccontare ai partner riuniti insieme come bisognerebbe impostare il decollo dell’impresa rete e le priorità da affrontare.

Del marketing operativo parliamo nel prossimo Post.

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