The Third Wave Group for the Third Wave Economy

TWG is the Partner to Realize the Future

Remaining loyal to yourself and your history is possible only by changing, following new paths, to complete previous itineraries, and experimenting new ideas, initiatives and projects still unknown.

Our world is living an era of great social and economical changes, never experienced before during human history. The dynamism of the global markets doesn’t find correspondence in the vision of many enterprises, which are still focalized on old and out-of-date parameters that cause them difficulties and problems in the new scenario. There is a misalignment between emerging opportunities offered by the context and the actual values caught by firms, which are no longer able to express their potential using traditional tools and measures. Resources, able to create value in the previous scenario, are not capable to do the same in the new one, characterized by:

• dynamic global market, with an enormous offer, often seen by clients as confused and undifferentiated
• need of a quick diffusion of business and technological knowledge
• growth of low cost concurrence, notwithstanding an impressive growth of the strategic importance of intangible value
• informed, critic and proactive clients connected to a global network of information, products and services
• crisis in the traditional B2B marketing and big changes in B2B marketing approaches
• financial crisis: a topic moment for the business models’ evolution
• firms culture still focused on certainty and low risk initiatives: efficiency, economies of scale, exploitation of existing assets
• mistrust in long-term investments or with a high level of unpredictability, as entering new segments or launching breakthrough products
• lack of focus on intangible values, in spite of their fundamental impact

Is such a scenario, it is important not only to catch opportunities, but also to generate them: in order to maintain high returns, an enterprise must focus on innovation. This requires the capability to intercept technological and social knowledge, understanding their developments and including them into the final value, even by innovating the business model: a firm needs to transform itself.
To this aim, it needs to include interdisciplinary skills and systemic knowledge into its culture, what is difficult either in large organizations, hierarchically organized, or in small ones, fully concentrated on day-by-day duties.
The innovative enterprise is not any more a closed and separated organization, but it is now an open and organic system immerged into the networks, able of self-organizing, and transforming diversity into a resource, thus evolving with a strong identity. Intangible value, brand and people’s approval are the distinctive results reached with a brand new, fresh approach.