Il ruolo di Internet nella comunicazione dell’impresa: tra globalità e virtualità
The role of the Internet in total business communication: between globalization and virtuality
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The role of Internet in business communication needs to be analyzed in much broader terms than just advertising
and promotional applications, since it should actually cover the reconfiguration of the methods of conception
and management of all relationships between businesses and their multiple publics, by coherently and
synergistically backing up the innovative instruments online with traditional instruments offline, with an
approach oriented towards a horizon of reference which is global in its dimensions.
To achieve this, businesses have to realize that the new technologies provide not only an opportunity
to lower the costs of communication but entail a sizable effort to redefine the role of communication processes
by adopting an interactive approach – hence one that is no longer unidirectional, as is commonly the case
with traditional means of communication – and call for a division of cognitive labour, in order to use Internet
as an infrastructure through which market demand can contribute significantly to the definition of the product
through a constant dialogue with the business itself.
Together with these prospects, which are rich in positive outcomes for the business economy, it is necessary
to bear in mind the fact that businesses may run the risk of losing their identity when they achieve a
ubiquitous but virtual presence and an organizational structure that can be fairly rapidly and cheaply overhauled
and reconfigured.
The quest for a new business identity – and its affirmation and enhancement in terms of communication
– thus appears to provide an opportunity to reassert a historical-cultural dimension, local and purposeful,
that will embody the profound essence of a business and help to strengthen the identification of partners within
it while legitimizing it externally in the field and the markets where it operates, facilitating its quest to
achieve stable relationships and long-term cooperation.
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