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Articles

N. 1 (2020)

Come i CEOs rispondono alla crisi: un’analisi comparativa delle strategie retoriche durante la pandemia da Coronavirus

DOI
https://doi.org/10.3280/cgrds1-2020oa10116
Inviata
3 luglio 2020
Pubblicato
25-11-2020

Abstract

L’esplosione di una crisi aziendale esogena impone il consolidamento della fiducia di stakeholder sempre più scettici, delusi o insoddisfatti. Il lavoro analizza come le strategie retoriche dei CEO nei settori più colpiti dalla pandemia da Covid19 sono improvvisamente cambiate ad inizio del 2020. La diffusione mondiale del virus ha costretto le imprese di questi settori (trasporto aereo e ferroviario, servizi di ristorazione e di ricezione turistica) a incorrere in costi inaspettati e un rapido deterioramento dei profitti, così da aumentare le preoccupazioni degli stakeholder. Utilizzando le lettere dei CEO agli shareholders, contenute nei proxy statements del 2019 e del 2020, è stata realizzata una content analysis delle strategie retoriche adottate da queste imprese per fronteggiare la crisi globale derivata dalla pandemia. L’analisi mostra che le lettere agli azionisti che fanno riferimento diretto al virus tendono ad avere un indice di sentiment più basso e un indice di supportiveness più alto rispetto alle lettere nelle quali non viene menzionato il tema del virus. Lo studio offre spunti per i CEO su come comunicare un cambiamento inaspettato delle prospettive di crescita.

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