Dibattitto aperto sui fini dell’impresa

Come introdotto nell'Editoriale del numero 1/2020, Impresa Progetto - Electronic Journal of Management apre un dibattitto sul tema dei fini dell'impresa, alla luce del recente Statement on the Purpose of a Corporation della Business Roundtable. La proposta di dibattito è stata poi ulteriormente articolata alla luce dell'emergenza sanitaria e degli stimoli alla riflessione che ne derivano.

Quanti desiderano intervenire nel confronto possono inviare i loro contributi secondo le modalità specificate nel documento di Addendum alla proposta di dibattito.

Creare valore educando il cliente alla sostenibilità. Quale ruolo per l’impresa commerciale?

Contributions and working papers
On issue: 
Field: 
Management
Authors: 
Abstract: 

Value is no longer conveyed from business to customer. Rather it is produced by both of them together. Businesses, from this standpoint, must pursue the target of creating shared value, while strengthening their competitiveness and generating, at the same time, economic and social growth. Sustainability is one path for moving in this direction.

Retailers, who enjoy direct relationships with consumers, may help to spread greater awareness about sustainable growth and lead towards higher levels of value while educating customers either directly or indirectly.

The purpose of the paper is to look into the role of retailers in educating customers about sustainability and identifying possible signs of co-creation of value. This direction is examined both at theoretical level, analyzing retailer functions, and by performing a qualitative explorative investigation for the purpose of highlighting initiatives implemented by the major Italian distributors and suggesting, in this regard, a possible reference schedule.