Abstract
The article proposes the description of a project of Customer Retention carried out by the author at the BMW Group to witness not only the creative dimension potentially present in the depth of every human being, but also the reflection on how it is possible to conceive and represent the idea of a company organization meant as a living system. A new company culture that through the language given by the analogical hermeneutics and the “symbol” permits to give value to the “intangible assets” and interpret them with the “visible body” of the company as to get new possibilities and concrete production methods.
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