The challenge companies face in today’s markets is particularly complicated. In fact, in recent decades, remaining competitive in markets has become increasingly difficult due to many changes, such as the globalisation of markets, the digital revolution, the emergence of the Internet and e-commerc...
The challenge companies face in today’s markets is particularly complicated. In fact, in recent decades, remaining competitive in markets has become increasingly difficult due to many changes, such as the globalisation of markets, the digital revolution, the emergence of the Internet and e-commerce, increased competition, greater emphasis on environmental, social and governance (ESG) objectives and increased customer demand for products/services that are progressively customised and tailored to their needs and tastes. In this scenario, it is particularly important for companies to improve the relationship with their stakeholders in order to reduce information asymmetry and help strengthen their reputation over time.
Considering the relationship between companies and their customers, an important objective for companies is to increase the level of knowledge of them in order to define differentiated and valuable propositions. This is also important for establishing a long-term relationship with current customers and attracting new ones, with effects on company performance.
This book addresses these issues, focusing in particular on the relationship between the company and its customers, within an orientation in which the topics of Corporate Social Responsibility and Corporate Reputation are increasingly important to the achievement of value objectives for both the company and its various stakeholders.
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