Reinterpreting competitive strategies in turbulent scenarios

The unpredictable evolution of the economic and business environment, also with reference to the recent COVID-19 pandemic, has continuously been forcing entrepreneurs, managers and professionals to deal with innovative paradigms, approaches and solutions to satisfy customers and differentiate themselves from their competitors. In this ferment, the impact of the technological system (with the Internet of Things, for example) and the social system (with consumerism, for example) has been tremendous and long-standing, requiring, respectively, major focus on intangible assets (servitization through digitalization) and sustainable assets (responsibility and commitment). Consequently, business strategies, ever more oriented to shared values, must take into huge consideration structures, behaviours, resources and knowledge emerging from the economic, human, and territorial milieu.