Núria Vilanova, founder and president of ATREVIA, presented recently the main results of the study Values and communication in Family Businesses in Peru, specifically in PAD – Management School Lima. The study was elaborated by ATREVIA, together with the Chair for Family Businesses at the IESE. It held the participation of more than 3,000 family businesses from Latin America, Spain and Portugal and it is being presented in a road show in different Spanish and Latin American cities.
During the conference, Núria Vilanova confirms that structured communication is key for the internalization of essential values. In this sense, the study revealed that almost 90% of the family businesses interviewed considered that family values are reflected in corporate values and the influence in different aspects of the company. Nevertheless, more than 50% indicated than in their companies there is no mechanism of formal communication designated to families.
Given the results obtained in the report, Núria Vilanova explained that the low communication profile declared by more than 50% of the respondents puts the company at risk. It is possible that it cannot afford a communication crisis with guarantees. In this sense, it is recommendable to use the elements that act as allies despite obstacles, such as: formal structure of communication and values, social action and technology.
Finally, Núria Vilanova made special emphasis in the fact that family values build a differentiation element that should be exploited and take into account management decisions to assure the success of the company. In addition, she added: “the lack of communication strategies is the error of not taking the maximum advantage of the family seal of the company. The key aspect to arrive to them is the training and preparation of the family members that forms part of the company”.
