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CIO’ CHE CONTA E’ LA REPUTAZIONE AZIENDALE

Qualsiasi azienda, incluse le  imprese rete, per sopravvivere hanno bisogno di godere di una Reputazione tale che le faccia preferire ad altre aziende.

La Reputazione è data da un insieme di valori positivi che siano riconosciuti dall’esterno

Tali valori includono gli aspetti economici, la notorietà, l’immagine, la qualità dei prodotti,

Quindi la Reputazione è un valore complesso la cui valutazione non è mai assoluta. Semmai è tendenziale.

Nella migliore delle ipotesi è asintotica

Può essere più o meno bassa o più o meno alta, ma è sempre l’espressione di valori positivi.

Infatti non esiste una Reputazione negativa.

Essa dipende da chi giudica ciascuno dei valori che concorrono a determinarla.

La Reputazione non è sinonimo di notorietà. Essa coincide con la notorietà quando è la risultante dell’insieme di valori accennati sopra.

Se così non fosse potremmo avere aziende con grande notorietà, ma con bassa Reputazione.

La Reputazione va costruita giorno per giorno come se fosse un processo di pianificazione.

Non solo, ma tutti in azienda devono condividere il processo messo in atto per costruirla.

Notorietà e Reputazione sono le due variabili fondamentali che concorrono alla implementazione di una brand strategy.

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