Um texto interessante retirado do livro SMASH: Using Market Shaping to Design New Strategies for Innovation, Value Creation, and Growth de Kaj Storbacka e Suvi Nenonen.
"An industry association promotes an ordered market that is hospitable and less risky for participants. It does so not only by standardizing market elements but by creating a confident common language. Furthermore, governments prefer to deal with associations rather than with more nakedly self-interested individual firms.
However, like events and awards, industry associations generally favor the status quo. Worse, a reactionary association might actively oppose market-wide changes if detrimental to some members. And, unlike events and awards, industry associations derive authority by being exclusive. So, if your market-shaping strategy is clearly at odds with the current association’s agenda, our advice is to prepare for conflict."
Quantas vezes, ao longo dos anos, escrevi aqui sobre os conservadores lideres das associações empresariais, mais preocupados em salvar o passado do que em abraçar o futuro... dizem que tenho mau feitio.