Leading a contemporary business is more a science than just an activity, because the society has changed for the last hundred years more, than ever before in human history. In the modern enterprise there are inevitably certain relations between the company itself and its members on the one hand and the public on the other. They are commonly referred to as “public relations” and “human relations” and are a part of the corporate culture of a modern business.

Because of psychological elements on which they are based, these relationships in business have many spheres of interaction and are called to complement each other. The worker being a being intelligent human being rightly deserves to be commissioned in the non-profit by fear but by persuasion. This persuasion is achievable by means of “top-down” information and “bottom-up” information. To put in application of these renewed methods, we must call upon the social sciences that have a key role to play in this area.

Both a businessman and a worker being human beings endowed with intelligence rightly deserve to be commissioned in the industry not out of fear but by persuasion. This persuasion is achievable by means of “top-down” information and “upward” information. And this is where business is regarded as a science: to implement these new methods, social science has a vital role to play in this area.

The point of departure on which we can all agree, although we do not always express it, is that the functions of any entrepreneur basically consist of:

– on the one hand, to set up a production organization where balance the requirements of consumers and those men who invest their money or work there;

– on the other hand, to give this balance a character of stability and thereby ensuring the sustainability of this organization.

Who is a businessman nowadays

In the past the businessmen have never attached explicit attention to this second function. Previously the businessman was regarded as a predator, with a salutary question of the mythical figure of the entrepreneur “self made man”. Through a biographical approach retracing the exciting journey of several captains of the industry, the heroic figure of the struggling entrepreneur

against the “administrative shackles” of the state for the good to be collective, is gradually being replaced by opportunistic leader who does not hesitate to derogate from fairness rules in business.

They have always assumed that if the businessmen were well enough armed to face the competition, the future of their company would automatically be insured. Today this reasoning is no longer quite true. The evolution of the environment and the framework in which they must operate has been so great that currently no business can no longer hope to maintain itself, without the public approval of the men it touches by the range of its activities.

The public in as an economic, social or political force has its say in the direction of the businesses. Sometimes he exercises this power as a buyer, sometimes as a member of a social group, sometimes as a voter. This relatively recent evolution, but which only asserts itself, forces us to reconsider all traditional conceptions of “leadership”, the exercise of industrial command. 

Businessmen recognized that their functions included ensuring the future of their business through the methodical search for public approval, by consciously creating trust and understanding around them, by participating more actively to society life. It is through the “public relations” that they exercise this business feature.

But any effort directed exclusively to the outside world, to the public in general, is doomed to a certain failure because those who work in the company are at the same time members of larger groups, social and political groupings, and this dual membership of the company and the community means that these men can be the most powerful witnesses for or against the company.

The themes of the growth of small and medium enterprises and female entrepreneurship are subjects have been extensively studied, and have been years, even decades. Nevertheless, continual disruption businesses and their different ecosystems make sure to emphasize the need to know even more. In particular, it is necessary to:

– understand the real goals pursued by those who are in business,

– the barriers and the more specific obstacles that are encountered

– levers of growth they have at their disposal, both for enlighten companies, their managers and other stakeholders and professionals who support them.

This answer is not necessarily the only one possible. It tempts us however because it presents us with a set of concrete solutions, simple and intrinsically sound, solutions which do not go beyond the means of a private enterprise but which by their sequencing has contributed significantly to creating a favorable climate for the development of private enterprises. Moreover, since it emphasizes the fundamental dignity of man, this solution must interest all those who are concerned with the progress of humanity.