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The digital responsibility of companies

There is a need to pay greater attention to the digitalisation of production processes with respect to markets, too.

 

Corporate social responsibility. A major requirement for all organisations of production these days, also in terms of the digitalisation of processes as well as of relationships with the market and with customers. The latter is a new aspect that involves not only companies, but the customers themselves. This is the theme developed by Renato Fiocca and Ivo Ferrario in their contribution entitled “Una riflessione sulle responsabilità dei clienti nel mondo digitale” (“Reflecting on the responsibilities of customers in the digital world”), published in the journal Micro & Macro Marketing.

A theme that may sound banal, but only superficially as, indeed, the digitalisation of the economic and production systems has an impact on the relationships between corporate production and its ultimate recipients, too. Fiocca and Ferrario explain how, in Italy (but not only there), after having overcome a lack of network infrastructures, we now have to tackle what can be defined a second level of digital divide, which mainly concerns the use people make of the web. Something that, indeed, touches not only end consumers but also production organisations. The two authors describe how misinformation (fake news) as well as, more in general, the want for a greater level of awareness when using technologies, arise from a partially warped understanding of the internet and of social media. Here is where Fiocca and Ferrario see the need to “call forth a sense of joint responsibility between companies and consumers”. If, on the one hand, those who produce must be mindful not only of the quality of a product but also of the communication strategies that endorse it, on the other hand “customers”, too, must pay equal attention to how reliable the information they may find on the web is.

In this way, Fiocca and Ferrario conceive a kind of new ‘pact’ between companies and markets. A pact that, as well as attention to quality and the environment, also includes the need to be as mindful of digitalisation techniques, which are seen as means for better information but, if misused, can become a source of great misinformation. In such a way, both a good culture of production and a proper culture of consumption can move forward.

Una riflessione sulle responsabilità dei clienti nel mondo digitale (“Reflecting on the responsibilities of customers in the digital world”)

Renato Fiocca, Ivo Ferrario

Micro & Macro Marketing, 2/2021, August