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O estudo desenvolvido em parceria pela Escola Superior de Comunica\u00e7\u00e3o Social do Instituto Polit\u00e9cnico de Lisboa e pela SayU Consulting<\/strong> pretende enaltecer o papel da comunica\u00e7\u00e3o na\u00a0reputa\u00e7\u00e3o das empesas e na constru\u00e7\u00e3o e consolida\u00e7\u00e3o das suas rela\u00e7\u00f5es.<\/p>\n \"In the future, we expect to see a more prominent role for a humanized narrative, as this is fundamental to building meaningful connections. The world will demand greater transparency and more trust. It will be essential for national B2B exporting companies to increase their reputation and build and consolidate their relationships,\" said Ana Raposo and Marta Gon\u00e7alves, researchers responsible for the InterComm Report B2B #TheWayForward 22 \" 23, quoted in a statement.<\/p>\n \"The results show that, in order to be more effective in foreign markets and, consequently, increase competitiveness and convert opportunities into business, communication plays a fundamental role and must be transparent and convey trust,\" they add.<\/p>\n The first phase of the study took place in 2020 and its results were presented in 2021. The second stage, which has now come to an end, points out some of the possible paths for effective and assertive action in global markets. \"The focus will have to be on the ability to strengthen partnerships in order to transform relationships. An opportunity that requires agility at all levels, as well as a great deal of flexibility, adaptation and persistence, only possible with well-structured and focused communication. Reputation management and consolidation are part of this, making the company's identity and values known to all stakeholders.\"<\/p>\n On the other hand, concerns such as sustainability and the well-being of professionals, with a view to corporate social responsibility, will drive the agenda of most B2B brands. According to InterComm, data-driven models - including the prediction of trends, needs, behaviours, usage and insights to personalize communication strategies - will gain increasing weight.<\/p>\n The analysis also reinforces that this strategic function brings added value to the operation in global markets, in which space is still being sought, and that it is essential to work on notoriety and a good reputation with communication actions that contribute to the Este segundo momento do InterComm Report B2B integra, de uma forma complementar, a experi\u00eancia empresarial nacional e internacional, o conhecimento acad\u00e9mico e t\u00e9cnico, a informa\u00e7\u00e3o estat\u00edstica e o contacto com o mercado em estudo, atrav\u00e9s do inqu\u00e9rito por entrevista realizado a 30 companies<\/a> nacionais B2B exportadoras de diferentes setores, dimens\u00f5es e maturidades.<\/p>\n
\ncommercial and operational development of organizations.<\/p>\n