Business management, heart and technique
A ‘manual’ for dealing with the present-day complexities of companies has just been published
Dealing with the complexity and speed of the present in a shrewd, careful, effective and efficient way is the challenge faced by all entrepreneurs and managers struggling with business management. Perhaps an even more difficult challenge today than yesterday. But one that has always been there for every category of company. In order to deal with it, we need technical preparation and human capacity, and this requires an up-to-date corporate culture. The recently published book, ‘Pensiero e approccio strategico. Patrimonio comune dell’impresa’ (Strategic thinking and approach: common equity of enterprise)’, by Marco Vitale and Vittorio Coda (the former a business economist and the latter the ‘father’ of teaching business strategy), serves precisely this purpose.
Drawing on the experience of an academy organised by Vitale Zane & Co., this book brings together contributions from some of the most influential figures in Italian economics and business management. It offers entrepreneurs methods, perspectives and insights into social responsibility. In other words, the book’s collection of essays aims to serve as an indispensable guide for those who wish to understand and practise the strategic art of a discipline that is constantly evolving. It is a kind of ‘toolbox’ for the good entrepreneur and manager, rather than the good economist.
Although it is an ensemble work, it is strongly cohesive and offers an in-depth, interdisciplinary reflection on the world of production and management. Ultimately, it promotes a civil, conscious and courageous approach to business,
which is a significant achievement, especially today. It is an achievement that requires the authors to combine their knowledge and approaches, in which psychology, organisation and strategy are intertwined. The result is a new model that aims to address contemporary challenges and embrace uncertainty as an opportunity for growth.
The reader is guided along a path that begins with an examination of the past, in order to ‘look ahead’. This involves a careful analysis of the work produced on the topic so far, at both the international and Italian levels. Next, two first business cases are considered. The second part of the book starts with the task of translating strategy into action, before moving on to discuss continuing education as the main tool for growth. The book then continues with a series of insights, including ‘external line’ development, the role of innovation and artificial intelligence, research, sustainability and environmental issues, the contribution of psychology, and the need for critical thinking. It also considers the influence of company conditions and size. A business case illustrates the theoretical reasoning whenever it is relevant. The book concludes with two chapters by the authors, each characterised by three keywords: ‘meaning, purpose and why’ (by Vittorio Coda) and ‘sustainability, equity and responsibility’ (by Marco Vitale).
What Vitale and Coda have contributed to the world of print is certainly not to be taken lightly. It is a genuine guide for modern businesses.
Pensiero e approccio strategico. Patrimonio comune dell’impresa
Marco Vitale and Vittorio Coda (edited by)
Guerini NEXT, 2025
A ‘manual’ for dealing with the present-day complexities of companies has just been published
Dealing with the complexity and speed of the present in a shrewd, careful, effective and efficient way is the challenge faced by all entrepreneurs and managers struggling with business management. Perhaps an even more difficult challenge today than yesterday. But one that has always been there for every category of company. In order to deal with it, we need technical preparation and human capacity, and this requires an up-to-date corporate culture. The recently published book, ‘Pensiero e approccio strategico. Patrimonio comune dell’impresa’ (Strategic thinking and approach: common equity of enterprise)’, by Marco Vitale and Vittorio Coda (the former a business economist and the latter the ‘father’ of teaching business strategy), serves precisely this purpose.
Drawing on the experience of an academy organised by Vitale Zane & Co., this book brings together contributions from some of the most influential figures in Italian economics and business management. It offers entrepreneurs methods, perspectives and insights into social responsibility. In other words, the book’s collection of essays aims to serve as an indispensable guide for those who wish to understand and practise the strategic art of a discipline that is constantly evolving. It is a kind of ‘toolbox’ for the good entrepreneur and manager, rather than the good economist.
Although it is an ensemble work, it is strongly cohesive and offers an in-depth, interdisciplinary reflection on the world of production and management. Ultimately, it promotes a civil, conscious and courageous approach to business,
which is a significant achievement, especially today. It is an achievement that requires the authors to combine their knowledge and approaches, in which psychology, organisation and strategy are intertwined. The result is a new model that aims to address contemporary challenges and embrace uncertainty as an opportunity for growth.
The reader is guided along a path that begins with an examination of the past, in order to ‘look ahead’. This involves a careful analysis of the work produced on the topic so far, at both the international and Italian levels. Next, two first business cases are considered. The second part of the book starts with the task of translating strategy into action, before moving on to discuss continuing education as the main tool for growth. The book then continues with a series of insights, including ‘external line’ development, the role of innovation and artificial intelligence, research, sustainability and environmental issues, the contribution of psychology, and the need for critical thinking. It also considers the influence of company conditions and size. A business case illustrates the theoretical reasoning whenever it is relevant. The book concludes with two chapters by the authors, each characterised by three keywords: ‘meaning, purpose and why’ (by Vittorio Coda) and ‘sustainability, equity and responsibility’ (by Marco Vitale).
What Vitale and Coda have contributed to the world of print is certainly not to be taken lightly. It is a genuine guide for modern businesses.
Pensiero e approccio strategico. Patrimonio comune dell’impresa
Marco Vitale and Vittorio Coda (edited by)
Guerini NEXT, 2025