BUSINESS unlike other activities, is a customer-centric activity. There are basic principles that may be gleaned by a student of business studies from companies that once were, but have since gone under and those that persist to this day.
It is customary in the contemporary world to hear people say “business success is not just determined by what you know but who you know as well”.
It is the maintained position of this article that who (in terms of people) you know does not matter much, especially if one does not know how to behave in the presence of those they know.
Business enterprise just like any activity in life is about pursuing dreams, achieving goals, producing and disseminating happiness for the greater good of society.
French philosopher Emile Durkheim argued many years ago that society has a collective conscience or collective spirit which in Latin is called sui generis.
Regardless of philosophical affiliation many renowned scholars are of the persuasion that any human enterprise must envision or envisage aspirations, dreams and wishes of a community and articulate the same through clear plans, achievable projects and necessary products.
Any business which destroys the community instead of building it is not a business at all. Any business that is inward-looking and believes that society owes it an existence instead of vice-versa is at best a parasitic organisation.
A mere mention of names such as Coca-Cola, Facebook, Pepsi, Colgate, Palmolive, Hwange Colliery, Microsoft, Apple, Samsung, LG, HP, Econet, Sekusile flea market, Erenkini in Bulawayo, creates mental images of the struggle of the human spirit against all odds to imprint an indelible mark in one’s generation.
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All successful business organisations have core values that they cherish which transcend those who spearhead the companies.
Since all people naturally desire happiness, have a sense of belonging or long to belong to someone or something, those who form companies that fulfil these aspirations are bound to succeed sooner or later.
This explains why transport, real estate, food and communication firms are generally successful worldwide.
To be happy and enjoy life all people need to travel conveniently, dwell in reasonably comfortable places or surroundings and eat healthy and affordable food.
All of us need to communicate with those in our circle of existence and influence expeditiously.
True business success is not really measured by how much money or resources one has amassed or tapped from society, but how much a company has contributed to enriching the life experiences of a society.
Econet, NetOne and Telecel are modern household names because they have greatly simplified our communication activities in Zimbabwe.
The success of these cellular communications outfits can be ensured across generations by a never-ending learning process (research and development) which seeks to know better what the societal environment that hosts businesses longs for in the long term.
Independent research that has been conducted by academics and journalists in Bulawayo and its hinterland reveals that in an environment in which certain firms are thriving, previously big corporations have collapsed.
The mentioning of names such as David Whitehead Limited, Textile Mills, Merlin, Fabric Factory and Ascot Clothing evokes sad memories.
A cross-sectional survey carried out in Bulawayo reveals that more than 50 large firms ceased or scaled down operations in the last ten years.
The pertinent question is; why did this take place?
The answer lies in the fact that though change is the only constant thing about human life, basic aspirations of all human beings which are need for food, shelter, clothing, belonging to others, happiness, growth and personal fulfilment remain the same.
Some of the mentioned firms served society well during their time and thus left a good name and legacy before they exited this life.
Yet all the firms that no longer exist failed to realise that value contributed to society at large is a fiercely contested territory and thus there is an ever present need for constant redefining of what each organisation stands for.
This can only be possible if a company realises the need to be at the forefront of its market by constantly innovating and recreating its business operations and products so as to control the pulse and pace of its game.
It is important that a company creates a good reputation for itself so that should the need arise for it to rest a while, society would be fondly predisposed to its circumstances and plight.
This point is critical for a later resuscitation or resurgence of the firm under a different banner, maybe after its brand has been acquired by a more successful and aggressive company.
A case in point is the acquisition of Nokia of Finland by Microsoft Corporation headquartered in Seattle, United States.
Ian Ndlovu is an economics lecturer at the National University of Science and Technology. His research interests cover business, development, economic and e-commerce issues. He writes in his personal capacity.
