The presence of values such as affection, reciprocity, cooperation, and empathy is being advocated as a competitive differentiator and a guarantee of business sustainability. Burmese professor Jagdish Sheth, from Goizueta Business School at Emory University in Georgia, United States, is one of the proponents of this management practice. With the so-called “theory of the most loved companies,” he bets on emotion as a differentiating factor in business models, as people increasingly invest in companies that inspire qualitative and intangible values such as identification and trust.
The specialist has already been announced by a report from the HSM portal as one of the speakers at the Management and Leadership Forum scheduled for March 2012. As the article also mentions, the professor argues that adherence to this set of affective values increases the company's strategic alignment with its audiences and makes organizations better prepared to face periods of turbulence.
For Jadish Sheth, still according to HSM.Com, the consumer economy is also heading towards the establishment of a new model, which abandons the cycle of unbridled materialism. Therefore, shareholders are demanding more attention from companies regarding social commitments. This is not to mention the greater adherence of consumers to brands that demonstrate commitment to affective values.
Among the concepts defended by the professor and revisited in the report is the adoption of new paradigms by companies in their various management spheres. Here are some tips pointed out by HSM.Com for the emergence of beloved companies, according to Sheth's theory.
In relation to the masses:
Dialogue replaces unilateral communication. It is necessary to establish positive relationships, acknowledge shortcomings, and demonstrate a willingness to correct them. Empathy is another fundamental requirement, with the conducting of reciprocal and transparent dialogues.
In relation to employees:
Beloved companies are good places to work. Fun, balance, flexibility, and quality of life are key characteristics of the work environment. Values such as respect for the individual, transparency, and encouragement of teamwork should be practices adapted to the daily routine of those working in the organization.
