Quarantine Memories: Leadership Talks by Stefano Domenicali

17 April 2020

Moving to Bologna to attend the Global MBA of BBS, and revolutionizing everything because of a pandemic emergency that forces us to drastically interrupt our routine and interactions, to change lifestyle, to suspend activities.

Every change always gives rise to opportunities: because, as Albert Einstein said, logic leads from A to B, while imagination leads everywhere. In this new situation, the Director Marcello Russo has decided to involve the participants of the various tracks of the Global MBA, to understand with them what they have learned during this period and share it with the community.

Let’s start with the story of Vladislav Ugarov, participant of the Global MBA Supercars, Superbikes and Motorsports.

“Recently we had a Leadership Talks event organized by Bologna Business School. Our guest was Stefano Domenicali, Chairman and Chief Executive Officer of Automobili Lamborghini. We discussed how recent COVID-19 events affected the manufacturing industry and potential strategies that can help recover when situation is back to normal.

Earlier in March amidst the uncertainty of the unfolding crisis, Stefano Domenicali had to make a tough decision about the continuation of the manufacturing. His story was a unique opportunity to get an insight into the decision-making process of the global company CEO.

Three main criteria were shaping the final decision, but the most important was the employees’ health concern who would face additional risk if they had to come to the production site. Next, after analysis of the complex global supply chain logistics, it became clear that manufacturing would stop anyway because some components couldn’t be delivered anymore. And finally, Lamborghini took a careful look at the demand and got in touch with the customers to inform them about possible delays and see their reaction. Eventually, the decision was made to close the production to protect the employees and move to smart working where it was possible.

I believe that it’s worth mentioning that no single customer order was canceled. I guess that it’s due to strong Brand value and developed customer relationship. Every crisis is an opportunity, and as described by Stefano Domenicali, Lamborghini is taking this time to move from Customer Centricity to Customer Intimacy, which means that company is using its digital tools to connect with customers on a deeper level and keep them updated on the latest events. I think it’s a great example of how you can not only keep but reinforce the Brand to customer relationship. This also helps to be better prepared for getting back in business when the situation gets back to normal.

We finished our conversation with the topic of the utmost importance for many people around the world these days, those who are looking for a job or planning to do so (BBS Global MBA participants included) – we spoke about talent management. It’s not a mystery that the current crisis is heavily affecting the job markets and it’s not going to be an easy road, but I was glad to see Stefano Domenicali’s belief that, despite all of, companies will have to continue hiring people with new strategically relevant competencies. In a moment of crisis, companies need right the people with the right competencies.

So, if you’ve been thinking to change careers or you’re in a situation when you have to then probably upgrading your skills to match the current needs would be a good idea. Bologna Business School will be hosting a Virtual Open Day on April 28, where you can talk to the professors and managing team about the opportunities to join BBS for year 2020/2021″.


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