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Enterprising conversation

In business, we produce and we talk. We work and we meet. Now more than every, a company is a place where information is shared and interests coalesce and so is a source of knowledge, news and communication. We must now increasingly think in terms of the “open enterprise”, of dialoguing with the marketplace. The world is changing, but not all businesses have been able to fully grasp the scope of this change. As technology evolves, social networking and the availability of convergent, connected devices that cost less and are smaller, more powerful and more versatile are constantly challenging business people in new ways.

To navigate these waters, we need new maps and new compasses, such as the book L’impresa nell’era della convergenza – Da emittente di messaggi a nodi di conversazioni (The enterprise in the age of convergence – From broadcaster of messages to a node of conversation), by Luigi Ferrari, Massimo Bartoccioli and Mario Ruotolo (all experts in business communication and instructors at IULM, Università Cattolica in Milan, and the University of Milan).

The underlying assumption of the three authors is that the change we are currently witnessing is about more than just an ability to use new technologies. We are also seeing a dense interweaving of aspects of culture and relationships that are crucial in business, particularly concerning the evolution of the skills and mentality of the individual consumers as they become increasingly capable, autonomous explorers who readily reject companies that are unable to adapt to change.

The book—which features a contribution by Nando Pagnoncelli (President of IPSOS)—takes a close look at the need for businesses to make profound changes in their approach to the market, away from what the authors feel to be a still all to common stance of opposition to the consumer and towards a more open dialogue with the market. As the authors explain, “The views and analysis in this work, particularly concerning the evolution of public opinion, the growing phenomenon of online sharing and the transparency and immediacy of information available to all free of charge, lead us to believe that this culture can be rapidly embraced by the most forward-looking organisations, those that have already felt the winds of change and have placed the strengthening of their mission and their responsibility towards the generations to come at the forefront of their strategic organisational and financial decisions.”

L’impresa nell’era della convergenza. Da emittente di messaggi a nodo di conversazioni

Luigi Ferrari, Massimo Bartoccioli, Mario Ruotolo

Unicopli, June 2013

In business, we produce and we talk. We work and we meet. Now more than every, a company is a place where information is shared and interests coalesce and so is a source of knowledge, news and communication. We must now increasingly think in terms of the “open enterprise”, of dialoguing with the marketplace. The world is changing, but not all businesses have been able to fully grasp the scope of this change. As technology evolves, social networking and the availability of convergent, connected devices that cost less and are smaller, more powerful and more versatile are constantly challenging business people in new ways.

To navigate these waters, we need new maps and new compasses, such as the book L’impresa nell’era della convergenza – Da emittente di messaggi a nodi di conversazioni (The enterprise in the age of convergence – From broadcaster of messages to a node of conversation), by Luigi Ferrari, Massimo Bartoccioli and Mario Ruotolo (all experts in business communication and instructors at IULM, Università Cattolica in Milan, and the University of Milan).

The underlying assumption of the three authors is that the change we are currently witnessing is about more than just an ability to use new technologies. We are also seeing a dense interweaving of aspects of culture and relationships that are crucial in business, particularly concerning the evolution of the skills and mentality of the individual consumers as they become increasingly capable, autonomous explorers who readily reject companies that are unable to adapt to change.

The book—which features a contribution by Nando Pagnoncelli (President of IPSOS)—takes a close look at the need for businesses to make profound changes in their approach to the market, away from what the authors feel to be a still all to common stance of opposition to the consumer and towards a more open dialogue with the market. As the authors explain, “The views and analysis in this work, particularly concerning the evolution of public opinion, the growing phenomenon of online sharing and the transparency and immediacy of information available to all free of charge, lead us to believe that this culture can be rapidly embraced by the most forward-looking organisations, those that have already felt the winds of change and have placed the strengthening of their mission and their responsibility towards the generations to come at the forefront of their strategic organisational and financial decisions.”

L’impresa nell’era della convergenza. Da emittente di messaggi a nodo di conversazioni

Luigi Ferrari, Massimo Bartoccioli, Mario Ruotolo

Unicopli, June 2013