In the first part of the column, I highlighted the differences between the three phases of added value related to marketing a service or product, namely creation, communication, and capture.

An increasing number of industries - including market-driven ones such as communications and media - are facing the challenge of low margins and consequently low created value.

In a world flooded with information and constant challenges, and with increasing heterogeneity and complexity of stakeholder groups, communication is becoming one of the central strategic business functions of every organization. It serves as a bridge that connects individuals, organizations, and societies, fostering understanding, trust, and collaboration.