Is your company investing in the right things or is it neglecting the future? The lack of certain metrics may explain the difficulty in answering this question and also in implementing an effective future planning
The company's ability to survive over time is at the heart of the current debate about business sustainability.
It’s not an easy attribute to develop, though. Sustainability relies on the company's ability to adapt itself to the ever changing conditions of the market and to the demands of consumers, both of which are capable of retaining or increasing the company’s competitive power. It also has to do with the longevity of the assets. Finally, it requires creating internal and external coalitions to increase motivation in people to solve problems.
All these factors increase the complex challenges that the management faces, including the decision-making process. They significantly hinder the establishment of indicators used to answer two fundamental questions. First, are we investing in the right things? Second, are we neglecting those things that may put us at risk in the future?
Sócia-fundadora da Symballéin, especializada em gestão de ativos intangíveis, e coordenadora do núcleo de estudos de sustentabilidade em gestão da FGV