Descrizione

The challenge that companies have to face in today’s markets is particularly complicated. In fact, in the last decades remaining competitive on the market(s) has become increasingly difficult due to many changes, such as market globalization, digital revolution, emergence of the Internet and e-commerce, increased competition, greater emphasis on environmental, social and governance (ESG) goals and increased customer demand for progressively customized products/services that are “suitable” to their needs and tastes. In this scenario, for companies it is particularly important to improve the relationship with their stakeholders in order to reduce information asymmetry and help strengthen their reputation over time. This requires the implementation of internal and external communication activities towards all stakeholder groups and the increasing use of the Internet to convey information, in order to make all initiatives and results (current and expected) known and appreciated by stakeholders.
Considering the relationship between the companies and their customers an important aim is to increase the level of knowledge of the latter and implement differentiated and valuable value propositions. This is important in order to establish a long-term relationship with the current customers and attract new ones.
This book deals with this topic, particularly focusing on the relationship between the company and its customers, within an orientation where Corporate Social Responsibility and Corporate Reputation issues are increasingly fundamental to achieving value objectives for both the company and the various stakeholders.