A book explains how much CEOs must change in the face of new market and consumer demands
People, not machines. The old dispute between hostile mechanisation and industrial humanism is, on close examination, still relevant today. A dispute perpetually renewed, that continually presents itself though, perhaps, in guises different than the previous ones. And today, it also takes on features related to the search for a stronger sensitivity towards environmental and social compatibility of doing business. Circumstances that insightful entrepreneurs and managers must take into account.
These are the topics that Gabriele Ghini, Stefania Micaela Vitulli and Alessandro Detto discuss in their recently published Ceo branding nella reputation economy (CEO branding in the reputation economy).
The authors’ underlying concept concerns the significant role played by the presence of citizens and consumers with ethical intentions, as well as the “call to leadership” with which the Z and Y (Millennial) generations entreat companies (and their brands). In other words, its now increasingly true that the success of a company on the market is built on its ability to distil influence, credibility and charisma into a human trait that is simultaneously global and local. A goal that, certainly, is complex to achieve but that has now become crucial for the survival (and growth) of many businesses.
Within this context, CEOs take on a significant role, as figures who, in order to bring about the conquest of a solid reputational space for their own reference brand, must be able to transform themselves from seducers to pioneers, as the book’s argument goes. This because nowadays companies, and no longer just NGOs or political parties, are considered drivers of sustainable change.
The book can be read as a concise handbook for CEOs, but also as a collection of tangible experiences as, indeed, its theses are developed first from a theoretical viewpoint and then through the experiences of 15 CEOs, who tell us how they have taken up the challenge by applying a strategic and adaptive vision. In addition to all this, two field studies illustrate some of the key points useful in defining market response strategies.
This work by Ghini, Vitulli and Detto is very readable and, especially in this case, also represents an excellent guide for those who are managing companies while dealing with continuous change.
Ceo branding nella reputation economy (CEO branding in the reputation economy)
Gabriele Ghini , Stefania Micaela Vitulli, Alessandro Detto