The Capability to Communicate

The capability to communicate is crucial for any enterprise. Even if you are good at the fundamentals of what you do, if you cannot communicate what you are doing to others effectively, your business is likely to lose customers, market share and popularity. As such, you need to take good care to always maintain accessible and accurate communication with your customers. This involves creating a clear “corporate identity” for your company.

Here, note that a crucial part of good communication is adaptation – fast adaptation. You need to be able to respond to events quickly and modify your communication in consequence, particularly in case of a crisis, such as a pandemic for example.

In this module, we will present the capability to communicate as it is envisaged by the ITC Competitiveness Map. Here, it is divided into 7 processes. These are: developing and managing corporate identity, product positioning, preparing sales and marketing material, programming promotions, programming advertisements, developing an adequate online presence, and managing customer relations.