{"id":19514,"date":"2023-04-03T13:48:55","date_gmt":"2023-04-03T11:48:55","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=19514"},"modified":"2023-04-05T09:29:05","modified_gmt":"2023-04-05T07:29:05","slug":"purpose-wie-viele-schweizer-unternehmen-sind-diesbezueglich-glaubwuerdig","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/management\/2023-04-03\/purpose-wie-viele-schweizer-unternehmen-sind-diesbezueglich-glaubwuerdig\/","title":{"rendered":"Scopo: Quante aziende svizzere sono credibili da questo punto di vista?"},"content":{"rendered":"<figure id=\"attachment_19515\" aria-describedby=\"caption-attachment-19515\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-19515\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig_Organisator.jpg\" alt=\"\" width=\"680\" height=\"462\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig_Organisator-18x12.jpg 18w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig_Organisator-375x255.jpg 375w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig_Organisator-515x350.jpg 515w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-19515\" class=\"wp-caption-text\">Quanto sono credibili le aziende svizzere leader nel comunicare il loro scopo aziendale socialmente rilevante? Uno studio ha sviluppato un \"Purpose Readiness Index\" a questo proposito. (Immagine: Unsplash.com)<\/figcaption><\/figure>\n<p>Uno studio pubblicato di recente mostra come le aziende svizzere possano posizionarsi in modo credibile. Il \"Purpose Readiness Index\" (PRI), sviluppato appositamente per lo studio rappresentativo dalla societ\u00e0 di consulenza gestionale Globeone, \u00e8 composto da 15 attributi di immagine rilevanti per lo scopo in cinque dimensioni di immagine. Il PRI, che si basa sui risultati del sondaggio, indica, su una scala da uno a cento e su quattro livelli, quanto le aziende e le istituzioni siano in grado di rappresentare uno scopo aziendale socialmente rilevante nella percezione pubblica. Le aziende con un punteggio PRI inferiore a 50 spesso non hanno le basi adeguate per comunicare il loro scopo in modo credibile, mentre le aziende con un punteggio superiore a 70 hanno un'alta credibilit\u00e0 dello scopo che difficilmente si sovrappone ad associazioni negative. 60 aziende svizzere leader sono classificate nell'attuale PRI.<\/p>\n<h3>Quasi due terzi dei marchi sono \"pronti per l'obiettivo\".<\/h3>\n<p>Lo studio ha rivelato che: Il pubblico percepisce il 64% dei marchi svizzeri come almeno parzialmente \"purpose ready\", ovvero non presenta grossi deficit nelle dimensioni dell'immagine rilevanti per lo scopo. Cinque marchi (otto per cento) sono considerati pienamente credibili e hanno quindi un'ottima base per un'attivazione di successo. Con un punteggio di 72,3, Victorinox \u00e8 al primo posto nel Purpose Readiness Index (PRI). Migros, Geberit, Lindt &amp; Spr\u00fcngli e Coop sono anch'essi tra i leader con punteggi PRI superiori a 70. Circa il 36% dei marchi intervistati ha problemi di credibilit\u00e0, che li rendono pi\u00f9 suscettibili alle accuse di greenwashing.<\/p>\n<figure id=\"attachment_19517\" aria-describedby=\"caption-attachment-19517\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-19517\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-1_Organisator.jpg\" alt=\"\" width=\"680\" height=\"680\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-1_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-1_Organisator-150x150.jpg 150w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-1_Organisator-12x12.jpg 12w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-1_Organisator-300x300.jpg 300w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-1_Organisator-350x350.jpg 350w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-1_Organisator-250x250.jpg 250w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-19517\" class=\"wp-caption-text\">Classifica attuale del Purpose Readiness Index. (Grafico: Globeone)<\/figcaption><\/figure>\n<p>\"In particolare, i marchi del commercio al dettaglio e della tecnologia, le societ\u00e0 di vendita al dettaglio organizzate in modo cooperativo e i marchi tradizionali dei consumatori si dimostrano particolarmente credibili in termini di posizionamento centrato sullo scopo nella percezione del pubblico\", afferma Carina Hauswald, Managing Partner di Globeone. \"Molti vincitori del PRI traggono sicuramente un forte vantaggio anche dalla loro vicinanza quotidiana ai clienti\".<\/p>\n<h3><strong>I consumatori hanno una visione critica delle aziende<\/strong><\/h3>\n<p>Rispetto al primo Purpose Readiness Study per la Svizzera del 2020, tuttavia, si nota che i primi classificati nel Purpose Readiness Index (PRI) non ottengono pi\u00f9 un punteggio cos\u00ec alto: La seconda classificata Migros, ad esempio, ha perso 6,5 punti di indice, il vincitore del PRI Victorinox 5,1 punti di indice. La Mobiliare ha perso 6,2 punti di indice ed \u00e8 scivolata dal quinto al 15\u00b0 posto. \"Il calo delle valutazioni \u00e8 presumibilmente anche un segno del fatto che i consumatori svizzeri stanno diventando pi\u00f9 critici nei confronti delle aziende in termini di promesse di scopo, una tendenza che \u00e8 sempre pi\u00f9 evidente anche in altri Paesi industrializzati\", afferma Hauswald. \"\u00c8 aumentata anche la richiesta ai marchi particolarmente credibili di migliorare costantemente il loro contributo socialmente rilevante, di fornire prove concrete e di comunicare in modo trasparente\". Anche i marchi che ottengono un punteggio elevato in termini di redditivit\u00e0 futura, sostenibilit\u00e0, autenticit\u00e0 e rilevanza sociale devono vivere il loro scopo 24 ore su 24 e renderlo chiaro per mantenere o migliorare la loro reputazione.<\/p>\n<figure id=\"attachment_19516\" aria-describedby=\"caption-attachment-19516\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-19516\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-2_Organisator.jpg\" alt=\"\" width=\"680\" height=\"680\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-2_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-2_Organisator-150x150.jpg 150w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-2_Organisator-12x12.jpg 12w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-2_Organisator-300x300.jpg 300w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-2_Organisator-350x350.jpg 350w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2023\/04\/Purpose-Wie-viele-Schweizer-Unternehmen-sind-diesbezueglich-glaubwuerdig-2_Organisator-250x250.jpg 250w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-19516\" class=\"wp-caption-text\">(Grafico: Globeone)<\/figcaption><\/figure>\n<h3><strong>I settori farmaceutico e finanziario soffrono di un'immagine negativa<\/strong><\/h3>\n<p>In quanto spina dorsale dell'economia svizzera, le societ\u00e0 finanziarie e farmaceutiche non convincono molto l'opinione pubblica, soprattutto per quanto riguarda le dimensioni d'immagine della sostenibilit\u00e0, dell'onest\u00e0 e dell'orientamento al profitto. Le aziende di questi settori, come Novartis (58,1), Vontobel (56,7), Roche (56,7), Julius Baer (56,2) e UBS (53,0), soffrono dei rischi posti dall'immagine offuscata delle loro industrie in un posizionamento incentrato sugli obiettivi. Nel caso del Credit Suisse (48,6), i dati mostrano che una significativa crisi di credibilit\u00e0 era gi\u00e0 evidente prima delle recenti turbolenze culminate nell'acquisizione da parte di UBS.<\/p>\n<h3><strong>Costruzioni e materie prime in fondo alla classifica settoriale<\/strong><\/h3>\n<p>La trasformazione del settore delle costruzioni e delle materie prime verso una maggiore sostenibilit\u00e0 sta raggiungendo solo lentamente il pubblico. Implenia (PRI 59,2), Holcim (58,1) e Glencore (41,0) presentano tutte lacune critiche nella percezione pubblica. Con un PRI medio di 52,8 punti, il settore si colloca quindi nella parte bassa della classifica. Marchi di consumo come Nestl\u00e9 (49,8) o Philip Morris (48,3) sono stati spesso criticati negli ultimi anni e si posizionano anch'essi in basso nel PRI 2023.<\/p>\n<p><em>Fonte e ulteriori informazioni: <a href=\"https:\/\/globe-one.com\/german\/\">Globeone<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Eine k\u00fcrzlich ver\u00f6ffentlichte Studie zeigt, wie glaubw\u00fcrdig sich Schweizer Unternehmen positionieren k\u00f6nnen. Der f\u00fcr die repr\u00e4sentative Studie der Managementberatung Globeone eigens entwickelte \u00abPurpose Readiness Index\u00bb (PRI) setzt sich aus 15 Purpose-relevanten Imageattributen in f\u00fcnf Imagedimensionen zusammen. Der auf Basis der Befragungsergebnisse erstellte PRI zeigt demnach auf einer Skala von eins bis hundert sowie in vier [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":19515,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Purpose","_yoast_wpseo_metadesc":"Viele Schweizer Unternehmen k\u00f6nnen sich glaubw\u00fcrdig \u00fcber einen gesellschaftlich relevanten Purpose positionieren, wie eine Studie zeigt.","articlekey":"","footnotes":""},"categories":[28],"tags":[335,339,3710,404,459],"class_list":["post-19514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management","tag-management-und-unternehmensfuehrung","tag-marketing","tag-positionierung","tag-ranking","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Purpose: Wie viele Schweizer Unternehmen sind diesbez\u00fcglich glaubw\u00fcrdig? 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