Abstract
Scopo: Questo studio si propone di esplorare come le imprese familiari ridefinisco le proprie strategie di business durante le diverse fasi che caratterizzano eventi imprevisti.
Design/metodologia/approccio: L’articolo sviluppa un caso di studio multiplo di tipo esplorativo nel contesto di 10 imprese italiane operanti nel settore turistico.
Risultati: Lo studio propone un framework circolare che illustra le principali strategie di business implementate dalle imprese familiari nei diversi momenti che caratterizzano circostanze impreviste: (1) sfruttare gli strumenti digitali per facilitare le relazioni con i clienti e garantire la continuità delle operazioni aziendali, durante la fase di prevenzione della crisi; (2) identificare e soddisfare le esigenze di protezione e sicurezza dei clienti, e prendersi cura umanamente dei clienti durante la fase di risposta alla crisi; (3) rinnovare la creazione di valore per il cliente, nella fase di recupero dalla crisi.
Originalità dello studio: Questo studio contribuisce alla letteratura esistente sulla gestione delle crisi attraverso l’identificazione delle principali strategie sviluppate dalle imprese familiari per gestire le relazioni con i clienti durante le fasi di prevenzione, risposta e recupero della crisi. Questo lavoro rappresenta un solido punto di riferimento per manager e professionisti per assumere decisioni strategiche e operative più informate, aumentando così la loro capacità di agire quando devono affrontare i diversi momenti di un evento di crisi.
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