QUESTIONE DI FIDUCIA: ANNAN
“Dobbiamo guardare oltre i programmi di pura facciata delle public relation e della responsabilità sociale d’impresa”
così afferma Kofi Annan raccogliendo la rabbia generalizzata da parte dell’opinione pubblica per l’irresponsabilità dei manager della finanza dei mercati e l’omessa vigilanza da parte dei governi.
Riconquistare la fiducia perduta diventa un fattore chiave per la ripresa dei mercati: ma la fiducia non è solo questione di comunicazione. La fiducia nasce dalla capacità delle imprese e del management di guardarsi dentro e scoprire i “vizi manageriali”.
Come in una fiction realizzata per RAI-Canalelavoro già nel 2002, si tratta di toccare con mano gli atteggiamenti che hanno prodotto la rottura di un rapporto fiduciario con i clienti.
D’altro canto, afferma Annan, si tratta anche di mettersi al servizio di quei clienti che il mondo non ha ancora servito: l’Africa in primis che rappresenta un mercato potenziale enorme di quasi 500 milioni di consumatori.
crescita delle connessioni cellulari divise per regioni in africa (2007)
Per adesso i consumatori africani non hanno accesso ai servizi più elementari. Chi troverà il metodo più corretto per raggiungerli? Anche questa è una opportunità del momento: l’opinione pubblica giudicherà i vertici industriali non solo da quello che dicono ma soprattutto da quello che fanno.





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