Le nuove dimensioni della competizione tra le marche

[Autom. eng. transl.] The long and great economic crisis we are going through is marking the passage from the "change" phase to the "discontinuity" phase. Talking about change means talking about a slow and predictable evolutionary process where the rules of the game change slowly and where individuals, companies and institutions have the possibility to adapt gradually. Speaking of discontinuity means, instead, talking about an unpredictable evolutionary process where the rules of the game change rapidly and where the possibilities of adaptation become much more difficult and problematic. To use a very evocative Karl Popper metaphor it could be argued that the transition from the phase of change to the phase of discontinuity is comparable to the transition from the "world of clocks" to the "world of clouds". The world of watches is a deterministic, rational, orderly, linear, simple world. The world of clouds is an irregular, changing, changing, chaotic, unpredictable, complex world. This step tends to increasingly require the development of new analytical paradigms as the more traditional and consolidated ones are no longer sufficient to interpret and explain the new dimensions of reality. This also applies to the management processes and to the planning of competitive strategies of companies.