Nella gestione strategica un ruolo sempre maggiore viene riconosciuto alla comunicazione di brand e di marketing. Molto è stato fatto, ma molto deve essere ancora realizzato. Gestire la strategia di un’impresa significa saper costruire un modello virtuoso di relazioni con i mercati di riferimento e con gli stakeholder aziendali, condividendo obiettivi e assicurandosi le condizioni necessarie per percorrere sentieri di crescita senza venire meno all’obiettivo ultimo di qualsiasi iniziativa imprenditoriale: la creazione di valore economico, nel breve come nel lungo periodo. Key-words: Il ruolo della comunicazione nella gestione strategica d’impresa – Il concetto di gestione strategica – Il rapporto fra strategia e comunicazione – Asset, valori, brand equity e stakeholders.

Strategic Management Università Bocconi

Carlo Alberto Carnevale-Maffè teaches Strategic Management at Bocconi University School of Management (Milan), where it has been director of the Master in Strategy. He also taught at MBA and Executive Programs with Wharton School University of Pennsylvania, Stern School of Business New York University, HEC Paris, Steinbeis University Berlin, International Management Institute New Delhi and was visiting lecturer at the Senior Executive Program of Columbia Business School (New York). He has been member of the Steering Committee E-business Policies of European Commission, and serves in many editorial boards of management journals (such as Harvard Business Review Italy). He is strategy adviser and independent non executive director in the management board of leading international companies in ICT and media, focusing on innovation, media and telecommunications. He is director of United Ventures, the largest venture capital fund in Italy and of ABI Lab, research consortium of Italian Banking Association. He serves as scientific adviser to CEFRIEL, Research Center of Politecnico of Milan, TEH Ambrosetti Consulting, ANIE Confindustria, Fondazione TIM-Telecom Italia. He collaborates as columnist and commentator for financial newspapers and televisions, such as Il Sole 24 Ore, Radio24, Class CNBC, Rai News, Sky TG24, TGCom24. He is regularly interviewed by leading international financial publications, such as The Economist, Time, Business Week, Wall Street Journal, Financial Times, New York Times, International Herald Tribune, Les Echos, Frankfurter Allgemeine Zeitung.