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La frammentazione funzionale e gerarchica è sottoposta a una brusca ricomposizione quando alla logica specialistica e autoreferenziale di ciascuna funzione o di ciascun livello gerarchico si sostituisce la logica del servizio al cliente esterno e interno. Cambiano le priorità tecniche e politiche, cambiano i criteri di misurazione della performance. Limitandoci alle funzioni organizzazione e personale, il criterio di misurazione diventa quello dell’utilità trasferita al cliente. L’attenzione si sposta da una produttività misurata con criteri interni di rapporto costo-performance a una produttività misurata in termini di impatto sul cliente, da misure tecniche di qualità a misure di utilità percepita e apprezzata dal cliente.

La loro attività consiste quindi nell’identificare e inquadrare i problemi, creare relazioni di fiducia, trovare le soluzioni, preordinare e realizzare i piani d’azione [Ulrich 1997, p. 30-31]. Nei quadranti in basso troviamo i ruoli più operativi. Il gestore (administrative expert) è forse il ruolo più tradizionale. Nondimeno è un ruolo che, quantunque venga a volte sottovalutato rispetto ai ruoli strategici, continua a fornire un contributo importante alla creazione di valore. 5 Il caso Nestlé Italia Gruppo alimentare-dolciario appartenente all’omonima multinazionale svizzera, sviluppatosi anche grazie ad acquisizioni e fusioni con altre aziende italiane del settore.

La terza, in basso a destra, è un’azienda tecnocratica o burocratica che rispetta le persone e le relazioni formali ma senza alcuna implicazione emotiva. L’ultima in alto a destra, si configura come un’organizzazione integrata. Nella costruzione della relazione può essere importante valorizzare le caratteristiche dei prodotti dell’azienda e la sua immagine presso i clienti per creare un assetto organizzativo che incorpora i valori del brand attraverso i quali riesce ad attrarre, trattenere e sviluppare persone che “vivono il brand”, integrando la comunicazione di marketing con le politiche delle risorse umane [Roberts 2004, O’Malley 2000].

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3-3 lattice inclusions imply congruence modularity by Freese R.


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