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O sucesso das empresas B2B exportadoras est\u00e1 intrinsecamente relacionado com a aposta na comunica\u00e7\u00e3o. Mais de dois ter\u00e7os destas organiza\u00e7\u00f5es planeiam investir nesta \u00e1rea num futuro pr\u00f3ximo, consolidando o seu papel critico na gest\u00e3o da rela\u00e7\u00e3o com os stakeholders, revela a segunda fase do estudo InterComm Report B2B, sob o mote #TheWayForward 22 \u00bb 23.<\/p>\n
The analysis undertaken in this study, developed by the School of Media Studies of the Polytechnic Institute of Lisbon and SayU Consulting, shows that this effectiveness involves increasing the reputation of companies and building and consolidating their relationships. The goal will be to make innovation known, establish synergies, trust and cooperation in a space for dialogue and negotiation.<\/p>\n
After a challenging and uncertain period, all the companies surveyed recognized the greater importance of the role of Communication, considering it critical in managing relations with all stakeholders. More than 70% of these organizations intend to invest in Communication in the near future. The conclusions are the result of a new round of contact with companies with a B2B focus and relevant international business, allowing us to understand what has changed, what has remained the same and what the future prospects are.<\/p>\n
\u201cNo futuro, esperamos ver um papel mais preponderante de uma narrativa humanizada, uma vez que esta \u00e9 fundamental para a constru\u00e7\u00e3o de liga\u00e7\u00f5es com significado. O mundo ir\u00e1 exigir maior transpar\u00eancia e mais confian\u00e7a. Ser\u00e1 essencial \u00e0s empresas nacionais B2B exportadoras, aumentar a sua reputa\u00e7\u00e3o, construir e consolidar as suas rela\u00e7\u00f5es\u201d, referem Ana Raposo e Marta Gon\u00e7alves, investigadoras respons\u00e1veis pelo InterComm Report B2B TheWayForward 22\/23.<\/p>\n
The results show that, for a more effective action in foreign markets and, consequently, an increase in competitiveness and conversion of opportunities into business, Communication plays a fundamental role, and must be transparent and convey trust.<\/p>\n
A primeira fase do estudo decorreu em 2020, tendo os seus resultados sido apresentados em A segunda etapa, que agora termina, aponta alguns dos caminhos poss\u00edveis para uma a\u00e7\u00e3o eficaz e assertiva em mercados globais.<\/p>\n
According to the study, the focus will have to be on the ability to strengthen partnerships and transform relationships. This is an opportunity that requires agility at all levels, as well as a great deal of flexibility, adaptation and persistence, which is only possible with well-structured and focused communication. Reputation management and consolidation are part of this journey, making the company's identity and values known to all stakeholders.<\/p>\n
Novas preocupa\u00e7\u00f5es, nomeadamente a sustentabilidade e o bem-estar dos profissionais, numa \u00f3tica de responsabilidade social corporativa, v\u00e3o impulsionar a agenda da maioria das marcas B2B. Estas ter\u00e3o de desenhar uma estrat\u00e9gia clara e transparente para comunicar e, segundo o\u00a0InterComm<\/a>, modelos sustentados em data \u2013 incluindo a previs\u00e3o de tend\u00eancias, necessidades, comportamentos, utiliza\u00e7\u00e3o e insights para personalizar estrat\u00e9gias de\u00a0communication<\/a>\u00a0\u2013 v\u00e3o conquistar um peso crescente.<\/p>\n The analysis also reinforces that this strategic function brings added value to operations in global markets, where people are still looking for a foothold, and that it is essential to work on notoriety and a good reputation with communication actions that contribute to the commercial and operational development of organizations.<\/p>\n This second phase of the InterComm Report B2B integrates national and international business experience, academic and technical knowledge, statistical information and contact with the market under study in a complementary way, through an interview survey of 30 national B2B exporting companies from different sectors, sizes and maturities.<\/p>\n <\/p>\n