{"id":925,"date":"2014-08-19T12:57:12","date_gmt":"2014-08-19T15:57:12","guid":{"rendered":"http:\/\/mulki.com.ar\/iadmin\/?p=925"},"modified":"2014-09-18T14:58:18","modified_gmt":"2014-09-18T14:58:18","slug":"el-nuevo-manifiesto-capitalista","status":"publish","type":"post","link":"https:\/\/face.unt.edu.ar\/web\/iadmin\/el-nuevo-manifiesto-capitalista\/","title":{"rendered":"El nuevo Manifiesto Capitalista"},"content":{"rendered":"
Lunes, 08 de Agosto de 2011<\/div>\n
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The New CAPITALIST MANIFESTO. Building a disruptively better business.<\/strong><\/h3>\n

Umair\u00a0Haque<\/strong>. Harvard Business Review Press \u2013 2011.<\/strong><\/p>\n

Comentario: Miguel Angel\u00a0Pero.\u00a0Agosto\u00a02011.<\/strong><\/p>\n

Desde\u00a0hace\u00a0ya\u00a0varios\u00a0a\u00f1os,\u00a0estoy\u00a0en la\u00a0b\u00fasqueda, con la\u00a0consiguiente\u00a0lectura, de\u00a0obras,\u00a0textos\u00a0y\u00a0documentos[1]<\/a>\u00a0que\u00a0tratan\u00a0sobreenfoques\u00a0y\u00a0alternativas, de\u00a0esbozar,\u00a0dise\u00f1ar\u00a0y\u00a0poner\u00a0en\u00a0pr\u00e1ctica\u00a0un\u00a0capitalismo\u00a0m\u00e1s\u00a0equitativo,\u00a0solidario,\u00a0responsable\u00a0yconsecuentemente\u00a0con\u00a0ello, el\u00a0prop\u00f3sito\u00a0y\u00a0rol\u00a0de la\u00a0empresa\u00a0privada\u00a0con fines de\u00a0lucro.<\/p>\n

De\u00a0las\u00a0frecuentes\u00a0y\u00a0recurrentes\u00a0recomendaciones\u00a0que\u00a0como\u00a0asiduo\u00a0comprador\u00a0de Amazon he\u00a0sido\u00a0anoticiado\u00a0en lo\u00a0que\u00a0va\u00a0de\u00a0estea\u00f1o, me\u00a0inclin\u00e9\u00a0por\u00a0comprar\u00a0el\u00a0texto\u00a0del\u00a0encabezado.<\/p>\n

El\u00a0t\u00edtulo\u00a0pic\u00f3\u00a0mi\u00a0curiosidad,\u00a0reforzada\u00a0por\u00a0los\u00a0comentarios\u00a0que\u00a0hacen\u00a0otros\u00a0autores\u00a0invitados, de\u00a0manera\u00a0que\u00a0me\u00a0propuse\u00a0su\u00a0lecturaen el\u00a0per\u00edodo\u00a0intermedio\u00a0de\u00a0actividades\u00a0y\u00a0qu\u00e9\u00a0encontr\u00e9?\u00a0Una\u00a0prosa\u00a0abrumadora\u00a0en\u00a0adjetivos,\u00a0redesignaciones\u00a0de\u00a0conceptos\u00a0queson\u00a0usuales\u00a0en el\u00a0tema\u00a0de\u00a0estrategia\u00a0de\u00a0negocios, y un\u00a0lenguaje\u00a0que\u00a0me\u00a0hizo\u00a0recordar\u00a0(sin\u00a0juicio\u00a0de valor)\u00a0las\u00a0entrevistas\u00a0alconocido\u00a0escritor\u00a0J.\u00a0As\u00eds,\u00a0provocativo, y\u00a0punzante.<\/p>\n

Cu\u00e1l\u00a0es\u00a0la\u00a0tesis\u00a0del\u00a0autor?. El\u00a0capitalismo\u00a0por\u00a0todos\u00a0conocidos,\u00a0que\u00a0etiqueta\u00a0como\u00a0capitalismo\u00a0de la era industrial<\/strong>, del s. XX, hallegado\u00a0a\u00a0su\u00a0fin,\u00a0est\u00e1\u00a0agotado\u00a0en\u00a0su\u00a0capacidad\u00a0de\u00a0generaci\u00f3n\u00a0de\u00a0riqueza\u00a0y\u00a0prosperidad,\u00a0es\u00a0autodestructivo, social,\u00a0econ\u00f3mica\u00a0yambientalmente\u00a0insostenible,\u00a0impulsor\u00a0de un\u00a0crecimiento\u00a0bobo,<\/strong>\u00a0soportado\u00a0por\u00a0un\u00a0sobreconsumo\u00a0de los\u00a0pa\u00edses\u00a0desarrollados,financiado\u00a0por\u00a0una\u00a0deuda\u00a0creciente\u00a0con\u00a0las\u00a0personas,\u00a0comunidades,\u00a0sociedades,\u00a0mundo\u00a0natural y\u00a0generaciones\u00a0futuras\u00a0yactualmente\u00a0por\u00a0un\u00a0flujo\u00a0de\u00a0capitales\u00a0del\u00a0mundo\u00a0en\u00a0desarrollo,\u00a0siendo\u00a0su\u00a0resultado\u00a0la\u00a0creaci\u00f3n\u00a0de un\u00a0valor\u00a0delgado<\/strong>,\u00a0hueco, artificial,ef\u00edmero, sin\u00a0sustancia\u00a0ni\u00a0durabilidad,\u00a0ejemplo: un Hummer,\u00a0una\u00a0McMansion,\u00a0una\u00a0BigMac. La\u00a0expresi\u00f3n\u00a0que\u00a0caracteriza\u00a0al\u00a0capitalismo\u00a0del s.XX, \u201cDestrucci\u00f3n\u00a0Creativa\u201d<\/strong>,\u00a0tiene\u00a0en los\u00a0hechos\u00a0y\u00a0resultados,\u00a0una\u00a0predominancia\u00a0de la\u00a0destrucci\u00f3n\u00a0por\u00a0sobre\u00a0lacreaci\u00f3n,\u00a0institucionalizando,\u00a0sistematizando,\u00a0externalidades\u00a0negativas\u00a0y\u00a0limitando\u00a0las\u00a0externalidades\u00a0positivas.\u00a0Este\u00a0capitalismo\u00a0de la era industrial (s.XX) ha\u00a0operado\u00a0en el\u00a0contexto\u00a0de un\u00a0mundo\u00a0grande\u00a0(pleno\u00a0de\u00a0recursos)\u00a0poco\u00a0poblado\u00a0y\u00a0estable, un\u00a0coto\u00a0decaza.<\/strong><\/p>\n

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Sostiene\u00a0U.\u00a0Haque,\u00a0que\u00a0es\u00a0necesario,\u00a0imperativo, un\u00a0repensamiento\u00a0radical del\u00a0capitalismo\u00a0y\u00a0su\u00a0instrumento\u00a0clave, la\u00a0empresa.Repensamiento,\u00a0redise\u00f1o\u00a0y\u00a0reconstrucci\u00f3n\u00a0institucional\u00a0que\u00a0devengue\u00a0en un\u00a0capitalismo\u00a0constructivo\u00a0del s.XXI<\/em><\/strong>,\u00a0que\u00a0debe\u00a0operaren\u00a0un\u00a0mundo\u00a0peque\u00f1o\u00a0(escaso\u00a0de\u00a0recursos),\u00a0superpoblado, \u00a0fr\u00e1gil\u00a0y\u00a0vol\u00e1til,<\/em><\/strong>\u00a0basado\u00a0en la\u00a0cancelaci\u00f3n\u00a0de la\u00a0deuda\u00a0con\u00a0laspersonas,\u00a0comunidades,\u00a0sociedades,\u00a0mundo\u00a0natural y\u00a0generaciones\u00a0futuras,\u00a0propulsor\u00a0de\u00a0inversiones\u00a0en los\u00a0pa\u00edses\u00a0en\u00a0desarrollopor\u00a0ellos\u00a0y\u00a0para\u00a0ellos\u00a0mismos,\u00a0impulsor\u00a0de un\u00a0crecimiento\u00a0inteligente<\/em><\/strong>\u00a0que\u00a0resulte\u00a0en la\u00a0creaci\u00f3n\u00a0de un\u00a0valor\u00a0grueso<\/em><\/strong>,\u00a0significativo,importante, con\u00a0sustancia\u00a0para\u00a0la\u00a0gente,\u00a0toda\u00a0la\u00a0gente\u00a0y\u00a0particularmente\u00a0para\u00a0los\u00a0habitantes\u00a0del\u00a0mundo\u00a0pobre. Su slogan\u00a0ser\u00eda\u00a0unaCreaci\u00f3n\u00a0Disruptiva<\/em><\/strong>,\u00a0que\u00a0minimice\u00a0la\u00a0destrucci\u00f3n\u00a0y\u00a0maximice\u00a0la\u00a0creaci\u00f3n\u00a0de valor\u00a0humano, social,\u00a0econ\u00f3mico,\u00a0ambiental\u00a0tanto\u00a0paralas\u00a0generaciones\u00a0presentes\u00a0como\u00a0futuras.<\/p>\n

Desde\u00a0el\u00a0punto\u00a0de vista de la\u00a0empresa, la\u00a0puesta\u00a0en\u00a0pr\u00e1ctica\u00a0de un\u00a0capitalismo\u00a0constructivo,\u00a0implica\u00a0una\u00a0reconcepci\u00f3n\u00a0yremodelaci\u00f3n\u00a0de\u00a0su\u00a0posicionamiento\u00a0competitivo.<\/p>\n

Intentar\u00e9\u00a0un\u00a0resumen\u00a0de\u00a0las\u00a0propuestas\u00a0de U.\u00a0Haque,\u00a0que\u00a0sin\u00a0otro\u00a0fin\u00a0que\u00a0motivar\u00a0la\u00a0curiosidad\u00a0del eventual lector de\u00a0estas\u00a0l\u00edneas,voy\u00a0a\u00a0exponer\u00a0como\u00a0una\u00a0contraposici\u00f3n\u00a0o\u00a0contrastaci\u00f3n\u00a0entre\u00a0el\u00a0modelo\u00a0viejo,\u00a0obsoleto, inviable de\u00a0una\u00a0empresa\u00a0capitalistadestructiva, del s. XX<\/strong>\u00a0frente\u00a0a\u00a0una\u00a0empresa\u00a0capitalista\u00a0constructiva\u00a0del s.XXI.<\/em><\/strong>\u00a0Expresiones\u00a0ic\u00f3nicas\u00a0de\u00a0\u00e9sta\u00a0\u00faltima, en\u00a0opini\u00f3n\u00a0de U.\u00a0Haque\u00a0son\u00a0Nike, Google, Apple,\u00a0WalMart, Nintendo,\u00a0Treadhless, Interface, Tata con\u00a0su\u00a0autom\u00f3vil\u00a0el\u00a0Nano,\u00a0BancoCompartamos,\u00a0Graameen\u00a0Bank, Whole Foods.<\/em><\/strong><\/p>\n

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1<\/strong>.<\/strong>Una\u00a0empresa\u00a0capitalista\u00a0destructiva\u00a0del s.XX,\u00a0persigue\u00a0una\u00a0ventaja\u00a0competitiva<\/strong>,\u00a0que\u00a0se\u00a0operacionaliza\u00a0en un\u00a0rendimiento\u00a0porencima\u00a0del\u00a0costo\u00a0de\u00a0oportunidad\u00a0del capital\u00a0financiero.<\/strong><\/p>\n

Por\u00a0el\u00a0contrario,\u00a0una\u00a0empresa\u00a0capitalista\u00a0constructiva,\u00a0persigue\u00a0una\u00a0ventaja\u00a0constructiva<\/em><\/strong>\u00a0que\u00a0se\u00a0operacionaliza\u00a0en un\u00a0rendimientopor\u00a0encima\u00a0del\u00a0costo\u00a0de\u00a0oportunidad\u00a0de un capital de\u00a0amplio\u00a0espectro,\u00a0financiero,\u00a0humano, social,\u00a0ambiental,<\/em><\/strong>\u00a0un\u00a0est\u00e1ndar\u00a0sinduda\u00a0m\u00e1s\u00a0exigente. La\u00a0totalidad\u00a0de los\u00a0costos\u00a0visibles\u00a0e\u00a0invisibles,\u00a0propios\u00a0y\u00a0externos\u00a0deben\u00a0ser\u00a0inclu\u00eddos\u00a0en la\u00a0ecuaci\u00f3n\u00a0a fin dedeterminar\u00a0el\u00a0\u00e9xito\u00a0de\u00a0una\u00a0empresa\u00a0capitalista\u00a0constructiva.<\/p>\n

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2.<\/strong>Una\u00a0empresa\u00a0capitalista\u00a0destructiva,\u00a0configura\u00a0su\u00a0modelo\u00a0de\u00a0negocio\u00a0y\u00a0organizaci\u00f3n\u00a0de\u00a0actividades\u00a0en\u00a0torno\u00a0a un\u00a0enfoque\u00a0depensamiento\u00a0lineal de\u00a0cadena\u00a0de valor<\/strong>, con\u00a0foco\u00a0en la\u00a0extracci\u00f3n\u00a0de valor<\/strong>,\u00a0minimizaci\u00f3n\u00a0de\u00a0costos\u00a0v\u00eda\u00a0mayormente\u00a0y\u00a0quiz\u00e1sprincipalmente\u00a0de la\u00a0explotaci\u00f3n\u00a0y\u00a0agotamiento\u00a0de\u00a0recursos\u00a0de\u00a0fuentes\u00a0no\u00a0renovables<\/strong>\u00a0y con\u00a0\u00e9nfasis\u00a0en la\u00a0eficiencia\u00a0operativa<\/strong>, sinimportar\u00a0las\u00a0externalidades\u00a0negativas\u00a0de\u00a0desecho,\u00a0disposici\u00f3n.\u00a0<\/strong>Definitivamente\u00a0se\u00a0destaca\u00a0por\u00a0una\u00a0ventaja\u00a0en\u00a0costos<\/strong>, a base deuna\u00a0econom\u00eda\u00a0de\u00a0escala.<\/strong><\/p>\n

Por\u00a0el\u00a0contrario,\u00a0una\u00a0empresa\u00a0capitalista\u00a0constructiva,\u00a0configura\u00a0su\u00a0modelo\u00a0de\u00a0negocio\u00a0y\u00a0organizaci\u00f3n\u00a0de\u00a0actividades\u00a0en\u00a0torno\u00a0a unenfoque\u00a0de\u00a0ciclo\u00a0de valor circular<\/em><\/strong>, con\u00a0foco\u00a0en la\u00a0creaci\u00f3n\u00a0de valor<\/em><\/strong>,\u00a0v\u00eda\u00a0el\u00a0uso\u00a0principal y\u00a0exclusivamente<\/strong>\u00a0de\u00a0recursos\u00a0renovables<\/em><\/strong>, con un\u00a0m\u00ednimo\u00a0de\u00a0destrucci\u00f3n\u00a0ambiental, al\u00a0contrario\u00a0procura\u00a0una\u00a0recreaci\u00f3n\u00a0ambiental<\/em><\/strong>\u00a0y con un\u00a0prop\u00f3sito\u00a0de\u00a0maximizar\u00a0unasocio-eficiencia<\/em><\/strong>,\u00a0busca\u00a0una\u00a0econom\u00eda\u00a0de\u00a0ciclo<\/em><\/strong>,\u00a0que\u00a0intenta\u00a0un\u00a0reinput\u00a0completo,\u00a0v\u00eda\u00a0reuso,\u00a0reciclaje,\u00a0refabricaci\u00f3n<\/em><\/strong>\u00a0del output,\u00a0esdecir\u00a0se\u00a0destaca\u00a0por\u00a0una\u00a0ventaja\u00a0de\u00a0p\u00e9rdida<\/em><\/strong>\u00a0(la\u00a0expresi\u00f3n\u00a0en\u00a0ingl\u00e9s\u00a0es\u00a0loss advantage<\/em><\/strong>)<\/p>\n

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3.<\/strong>Una\u00a0empresa\u00a0capitalista\u00a0destructiva\u00a0(s.XX)\u00a0basa\u00a0su\u00a0argumentaci\u00f3n\u00a0competitiva\u00a0en\u00a0una\u00a0proposici\u00f3n\u00a0de valor unilateral\u00a0desdeadentro\u00a0hacia\u00a0afuera\u00a0y\u00a0desde\u00a0arriba\u00a0hacia\u00a0abajo<\/strong>, con\u00a0una\u00a0toma\u00a0de\u00a0decisiones\u00a0sobre\u00a0oferta\u00a0de\u00a0productos\u00a0y\u00a0servicios,\u00a0centralizada<\/strong>,apoyada\u00a0en\u00a0una\u00a0agilidad\u00a0\u2013\u00a0flexibilidad\u00a0operativa<\/strong>,\u00a0posibilidad\u00a0de\u00a0cambio\u00a0de\u00a0dise\u00f1o\u00a0y\u00a0fabricaci\u00f3n\u00a0de\u00a0modelos\u00a0de\u00a0productos\u00a0y\u00a0mejorasincrementales,\u00a0as\u00ed\u00a0como\u00a0una\u00a0agilidad\u00a0\u2013\u00a0flexibilidad\u00a0estrat\u00e9gica<\/em><\/strong>.,\u00a0posibilidad\u00a0de\u00a0redefinici\u00f3n\u00a0r\u00e1pida\u00a0de\u00a0su\u00a0posicionamientocompetitivo\u00a0ya\u00a0en\u00a0costos\u00a0o\u00a0diferenciaci\u00f3n,\u00a0ya\u00a0de\u00a0segmentos\u00a0o\u00a0mercados\u00a0target. El\u00a0poder\u00a0decisorio\u00a0radica\u00a0de\u00a0\u00faltima\u00a0en los\u00a0propios\u00a0ys\u00f3lo\u00a0accionistas.<\/strong><\/p>\n

Por\u00a0el\u00a0contrario,\u00a0una\u00a0empresa\u00a0capitalista\u00a0constructiva,\u00a0basa\u00a0su\u00a0argumentaci\u00f3n\u00a0competitiva, en la\u00a0sensibilidad<\/em><\/strong>,\u00a0corporizada\u00a0en\u00a0unaconversaci\u00f3n\u00a0de valor<\/em><\/strong>, en\u00a0que\u00a0la\u00a0oferta\u00a0de\u00a0productos\u00a0\u2013\u00a0servicios\u00a0se decide a\u00a0partir\u00a0de\u00a0una\u00a0democracia<\/em><\/strong>,\u00a0que\u00a0implica\u00a0laparticipaci\u00f3n,\u00a0deliberaci\u00f3n,\u00a0asociaci\u00f3n\u00a0y\u00a0posibilidad\u00a0efectiva\u00a0de\u00a0disenso\u00a0de los\u00a0m\u00e1s\u00a0afectados,<\/em><\/strong>\u00a0tanto\u00a0clientes,\u00a0como\u00a0proveedorescomo\u00a0comunidad,\u00a0sociedad,\u00a0mundo\u00a0natural y\u00a0generaciones\u00a0futuras, (obviamente\u00a0a\u00a0trav\u00e9s\u00a0de\u00a0sus\u00a0representantes\u00a0hoy).\u00a0Esto\u00a0implicauna\u00a0agilidad\u00a0administrativa<\/em><\/strong>,\u00a0que\u00a0permita\u00a0una\u00a0toma\u00a0de\u00a0decisiones\u00a0r\u00e1pida\u00a0y\u00a0oportuna, a\u00a0partir\u00a0de\u00a0una\u00a0proposici\u00f3n\u00a0multilateral<\/em><\/strong>originada\u00a0en un\u00a0dialogo\u00a0de\u00a0afuera\u00a0hacia\u00a0adentro\u00a0y de\u00a0abajo\u00a0hacia\u00a0arriba<\/em><\/strong>.<\/p>\n

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4.<\/strong>Una\u00a0empresa\u00a0capitalista\u00a0destructiva,\u00a0compite\u00a0con el\u00a0gui\u00f3n\u00a0de\u00a0una\u00a0estrategia<\/strong>,\u00a0que\u00a0busca\u00a0la\u00a0dominaci\u00f3n<\/strong>\u00a0de la\u00a0competencia, y\u00a0v\u00edamovidas\u00a0tanto\u00a0de\u00a0tipo\u00a0ofensivo,\u00a0como\u00a0defensivo, la\u00a0sostenibilidad<\/strong>\u00a0de la\u00a0lograda\u00a0ventaja\u00a0competitiva\u00a0y\u00a0su\u00a0rentabilidad, en laapropiaci\u00f3n\u00a0o\u00a0extracci\u00f3n\u00a0de la mayor\u00a0parte\u00a0del valor\u00a0creado\u00a0para\u00a0la\u00a0empresa.\u00a0Pr\u00e1cticas\u00a0t\u00edpicas\u00a0de\u00a0una\u00a0estrategia\u00a0con\u00a0foco\u00a0en lasostenibilidad, son los\u00a0acuerdos\u00a0de\u00a0colusi\u00f3n,<\/strong>\u00a0la\u00a0fijaci\u00f3n<\/strong>\u00a0de\u00a0precios, los\u00a0pagos\u00a0<\/strong>laterale<\/strong>s\u00a0para\u00a0ganar\u00a0la\u00a0adhesi\u00f3n\u00a0de los\u00a0canales, elempaquetamiento\u00a0y\u00a0ataduras\u00a0de\u00a0productos<\/strong>, los\u00a0acuerdos\u00a0de\u00a0exclusividad<\/strong>, la\u00a0acumulaci\u00f3n\u00a0de\u00a0activos<\/strong>\u00a0que\u00a0a\u00fan\u00a0no\u00a0siendo\u00a0usados, se\u00a0impide\u00a0su\u00a0acceso\u00a0por\u00a0otros.<\/p>\n

Por\u00a0el\u00a0contrario\u00a0una\u00a0empresa\u00a0capitalista\u00a0constructiva\u00a0compite\u00a0con el\u00a0gui\u00f3n\u00a0de\u00a0una\u00a0filosof\u00eda,<\/em><\/strong>\u00a0cuya\u00a0esencia\u00a0es\u00a0la\u00a0creaci\u00f3n\u00a0de valor,desconsiderando\u00a0y\u00a0haciendo\u00a0irrelevante<\/em><\/strong>\u00a0a la\u00a0competencia.\u00a0 Su\u00a0concepto\u00a0central\u00a0es\u00a0el de\u00a0resiliencia<\/em><\/strong>\u00a0que\u00a0implica\u00a0la\u00a0capacidad\u00a0deevolucionar<\/em><\/strong>,\u00a0reinvent\u00e1ndose,\u00a0recr\u00e9andose,\u00a0reconfigur\u00e1ndose. La\u00a0pol\u00edtica\u00a0de\u00a0acci\u00f3n,\u00a0reacci\u00f3n\u00a0en el\u00a0juego\u00a0competitivo\u00a0con los\u00a0rivales,es\u00a0simplemente\u00a0dejar\u00a0trabajar\u00a0la\u00a0selecci\u00f3n\u00a0evolutiva<\/em><\/strong>. Lo\u00a0que\u00a0se\u00a0busca\u00a0no\u00a0es\u00a0crear\u00a0costos\u00a0de\u00a0cambio, no\u00a0mantener\u00a0la\u00a0clientela\u00a0v\u00edat\u00e1cticas\u00a0que\u00a0implican\u00a0un enlace\u00a0forzado\u00a0y no\u00a0una\u00a0entrega\u00a0de valor\u00a0genuino<\/em><\/strong>,\u00a0sino\u00a0hacer\u00a0que\u00a0no se\u00a0desee\u00a0el\u00a0cambio,\u00a0que\u00a0el\u00a0clienteadhiera\u00a0en forma\u00a0leal\u00a0y\u00a0aut\u00e9ntica\u00a0a la\u00a0empresa, sin\u00a0coacci\u00f3n,\u00a0extorsi\u00f3n\u00a0de\u00a0ning\u00fan\u00a0tipo.[1]<\/a><\/p>\n

 <\/p>\n

5.<\/strong>Una\u00a0empresa\u00a0capitalista\u00a0destructiva,\u00a0apoya\u00a0la\u00a0sostenibilidad\u00a0de la\u00a0ventaja\u00a0competitiva, en la\u00a0protecci\u00f3n\u00a0<\/strong>de\u00a0su\u00a0mercado,\u00a0enfatiza\u00a0laproductividad\u00a0operativa<\/strong>\u00a0y la\u00a0expansi\u00f3n\u00a0de\u00a0sus\u00a0actuales\u00a0mercados\u00a0con el\u00a0ofrecimiento\u00a0de\u00a0productos\u00a0de\u00a0baja\u00a0necesidad\u00a0y\u00a0elevadocosto<\/strong>,\u00a0que\u00a0constituyen\u00a0s\u00f3lo\u00a0refinamientos\u00a0o\u00a0mejoras\u00a0marginales\u00a0o\u00a0apenas\u00a0incrementales. Se propone\u00a0mantener\u00a0restringido\u00a0elacceso<\/strong>\u00a0de los\u00a0clientes\u00a0a la\u00a0informaci\u00f3n, al\u00a0producto,\u00a0mantener\u00a0al\u00a0cliente\u00a0en\u00a0una\u00a0corriente\u00a0de\u00a0gasto\u00a0y\u00a0consumo<\/strong>\u00a0y\u00a0costosinnecesariamente\u00a0elevados\u00a0por\u00a0complejidad\u00a0<\/strong>en los\u00a0procesos.<\/p>\n

Por\u00a0el\u00a0contrario\u00a0una\u00a0empresa\u00a0capitalista\u00a0constructiva,\u00a0procura\u00a0el\u00a0completamiento<\/em><\/strong>, el\u00a0perfeccionamiento\u00a0del\u00a0mercado\u00a0v\u00eda\u00a0el\u00a0ejerciciode la\u00a0creatividad<\/em><\/strong>, a\u00a0trav\u00e9s\u00a0de la\u00a0innovaci\u00f3n\u00a0y\u00a0ofrecimiento\u00a0de\u00a0productos\u00a0\u2013\u00a0servicios\u00a0de\u00a0elevada\u00a0necesidad\u00a0y\u00a0bajo\u00a0costo<\/strong>\u00a0a\u00a0mercadosantes\u00a0considerados\u00a0imposibles<\/em><\/strong>, a los\u00a0que\u00a0nunca\u00a0se\u00a0hab\u00eda\u00a0intentado\u00a0satisfacer.\u00a0Significa\u00a0hacer\u00a0operacional, los\u00a0principios\u00a0quecaracterizan\u00a0a los\u00a0negocios\u00a0en la base de la\u00a0pir\u00e1mide\u00a0(C.K.\u00a0Prahalad), de\u00a0Alcanzabilidad<\/em><\/strong>, (Affordability),\u00a0Accesibilidad\u00a0<\/em><\/strong>(Accesibility),Disponibilidad<\/em><\/strong>\u00a0(Availability). El\u00a0Nano, un\u00a0autom\u00f3vil\u00a0con un\u00a0costo\u00a0de U$S 2.000,\u00a0intenta\u00a0convertir\u00a0el\u00a0gasto\u00a0de\u00a0transporte\u00a0del\u00a0pobre\u00a0en un\u00a0activo. Se\u00a0procura\u00a0facilitar\u00a0el\u00a0acceso<\/em><\/strong>\u00a0de los\u00a0consumidores, a la\u00a0informaci\u00f3n, al\u00a0producto,\u00a0su\u00a0conversi\u00f3n\u00a0en\u00a0activo\u00a0productivo<\/em><\/strong>\u00a0ycapitalizable\u00a0y la\u00a0simplificaci\u00f3n<\/em><\/strong>\u00a0del\u00a0proceso,\u00a0necesaria\u00a0para\u00a0el\u00a0bajo\u00a0costo. En\u00a0este\u00a0esquema\u00a0el\u00a0concepto\u00a0clave\u00a0es\u00a0el de\u00a0socio-productividad<\/em><\/strong>.<\/p>\n

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6<\/strong>.Por\u00a0\u00faltimo,\u00a0una\u00a0empresa\u00a0capitalista\u00a0destructiva, a\u00a0trav\u00e9s\u00a0de un\u00a0ejercicio\u00a0de\u00a0diferenciaci\u00f3n\u00a0<\/strong>que\u00a0persigue\u00a0un\u00a0aumento\u00a0s\u00f3lo\u00a0en el valor\u00a0percibido,\u00a0empuja\u00a0el\u00a0mayor\u00a0consumo\u00a0y\u00a0acumulaci\u00f3n\u00a0de\u00a0bienes,<\/strong>\u00a0v\u00eda\u00a0una\u00a0efectividad\u00a0operativa<\/strong>, de\u00a0ofrecer\u00a0un\u00a0producto\u00a0(output)<\/strong>correcto,\u00a0ej. en la\u00a0perspectiva\u00a0de U.\u00a0Haque\u00a0una\u00a0consola\u00a0de\u00a0videojuegos\u00a0con\u00a0una\u00a0extrema\u00a0funcionalidad,\u00a0aunque\u00a0sin\u00a0que\u00a0concluya\u00a0oresulte\u00a0en\u00a0una\u00a0mayor\u00a0emoci\u00f3n\u00a0por\u00a0el\u00a0juego.<\/p>\n

Por\u00a0el\u00a0contrario,\u00a0una\u00a0empresa\u00a0capitalista\u00a0constructiva,\u00a0procura\u00a0no\u00a0una\u00a0diferenciaci\u00f3n,\u00a0sino\u00a0una\u00a0diferencia,<\/em><\/strong>\u00a0que\u00a0haga\u00a0m\u00e1s\u00a0feliz\u00a0a lagente,\u00a0siendo\u00a0socio-efectiva<\/em><\/strong>,\u00a0esto\u00a0es\u00a0entregando\u00a0un\u00a0producto\u00a0\u2013\u00a0servicio\u00a0cuyo\u00a0resultado,\u00a0impacto\u00a0(outcome)<\/em><\/strong>\u00a0sea el\u00a0correcto,aument\u00e1ndose\u00a0el\u00a0bienestar\u00a0<\/em><\/strong>f\u00edsico, social, mental y\u00a0econ\u00f3mico\u00a0de la\u00a0gente.\u00a0Es\u00a0decir, no\u00a0producir\u00a0m\u00e1s\u00a0bienes,\u00a0sino\u00a0bienestar.<\/p>\n

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Me\u00a0parece\u00a0que\u00a0U.\u00a0Haque\u00a0puede\u00a0haber\u00a0exagerado\u00a0en\u00a0su\u00a0esfuerzo\u00a0por\u00a0inventar\u00a0t\u00e9rminos\u00a0que\u00a0por\u00a0oposici\u00f3n\u00a0a los de\u00a0uso\u00a0convencional(hasta\u00a0ahora) en\u00a0estrategia\u00a0de\u00a0negocios,\u00a0hagan\u00a0un\u00a0bosquejo\u00a0de lo\u00a0que\u00a0podr\u00eda\u00a0ser\u00a0una\u00a0empresa\u00a0distinta\u00a0a la\u00a0que\u00a0consideramosusual (business as usual).\u00a0Quiz\u00e1s\u00a0muchos\u00a0de\u00a0esos\u00a0t\u00e9rminos\u00a0puedan\u00a0hasta\u00a0ser\u00a0postizos,\u00a0forzados\u00a0a\u00a0se\u00f1alar\u00a0un\u00a0concepto, noobstante\u00a0creo\u00a0que,\u00a0es\u00a0interesante\u00a0bucear\u00a0en\u00a0las\u00a0propuestas\u00a0de\u00a0negocios\u00a0que\u00a0ya\u00a0hoy\u00a0est\u00e1n\u00a0ofreciendo\u00a0las\u00a0empresas\u00a0se\u00f1aladascomo\u00a0ejemplos\u00a0de\u00a0ese\u00a0capitalismo\u00a0constructivo\u00a0del s.XXI.\u00a0Es\u00a0indiscutible\u00a0que\u00a0el business as usual,\u00a0est\u00e1\u00a0haciendo\u00a0agua, la crisisprofunda\u00a0y de\u00a0tipo\u00a0estructural\u00a0que\u00a0enfrenta\u00a0hoy\u00a0el\u00a0mundo\u00a0desarrollado\u00a0es\u00a0una\u00a0prueba\u00a0de\u00a0ello,\u00a0por\u00a0lo\u00a0que\u00a0bienvenido\u00a0sean\u00a0esfuerzoscomo\u00a0el de U.\u00a0Haque\u00a0en\u00a0revitalizar\u00a0el\u00a0capitalismo\u00a0ya\u00a0que\u00a0como\u00a0el\u00a0mismo\u00a0se\u00f1ala\u00a0parafraseando\u00a0a J.M. Keynes: \u201cel\u00a0capitalismo\u00a0no\u00a0esinteligente, no\u00a0es\u00a0bello, no\u00a0es\u00a0justo, no\u00a0es\u00a0virtuoso y no\u00a0es\u00a0bondadoso,\u00a0pero\u00a0cuando\u00a0nos\u00a0preguntamos\u00a0que\u00a0poner\u00a0en\u00a0su\u00a0lugar,quedamos\u00a0extremadamente\u00a0perplejos\u201d.<\/em><\/strong><\/p>\n

 <\/p>\n

Miguel A.\u00a0Pero<\/strong><\/p>\n

Agosto\u00a02011.<\/strong><\/p>\n

\n
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[1]<\/a>Nota del\u00a0comentarista.\u00a0Esto\u00a0me\u00a0recuerda\u00a0a la\u00a0mentada\u00a0\u201cEstrategia\u00a0de\u00a0Oc\u00e9ano\u00a0Azul\u201d, con\u00a0su\u00a0foco\u00a0en la\u00a0innovaci\u00f3n\u00a0de valor.<\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

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[1]<\/a>Algunos\u00a0de los\u00a0mas\u00a0recientes,\u00a0\u00a0cuya\u00a0lectura\u00a0me\u00a0permito\u00a0recomendar, se\u00a0encuentran
\n– How to change the world. D.\u00a0Borstein. Oxford University Press \u2013 2007.
\n– In the River They Swim. M. Fairbanks. Templeton Press \u2013 2009
\n– Be the Solution. M. Strong. Wiley \u2013 2009.
\n– Capitalism at the Crossroads. S. Hart .\u00a03rd<\/sup>. edit. Wharton Scholl Publishing \u2013 2010
\n– The Fortune at the Bottom of the Pyramid. C.K.\u00a0Prhalad.\u00a05t. edit. Wharton Publishing – 2010<\/p>\n<\/div>\n<\/div>\n<\/div>\n

Actualizado (Martes, 07 de Agosto de 2012 21:23)<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Lunes, 08 de Agosto de 2011 The New CAPITALIST MANIFESTO. Building a disruptively better business. Umair\u00a0Haque. Harvard Business Review Press \u2013 2011. Comentario: Miguel Angel\u00a0Pero.\u00a0Agosto\u00a02011. Desde\u00a0hace\u00a0ya\u00a0varios\u00a0a\u00f1os,\u00a0estoy\u00a0en la\u00a0b\u00fasqueda, con la\u00a0consiguiente\u00a0lectura, de\u00a0obras,\u00a0textos\u00a0y\u00a0documentos[1]\u00a0que\u00a0tratan\u00a0sobreenfoques\u00a0y\u00a0alternativas, de\u00a0esbozar,\u00a0dise\u00f1ar\u00a0y\u00a0poner\u00a0en\u00a0pr\u00e1ctica\u00a0un\u00a0capitalismo\u00a0m\u00e1s\u00a0equitativo,\u00a0solidario,\u00a0responsable\u00a0yconsecuentemente\u00a0con\u00a0ello, el\u00a0prop\u00f3sito\u00a0y\u00a0rol\u00a0de la\u00a0empresa\u00a0privada\u00a0con fines de\u00a0lucro. De\u00a0las\u00a0frecuentes\u00a0y\u00a0recurrentes\u00a0recomendaciones\u00a0que\u00a0como\u00a0asiduo\u00a0comprador\u00a0de Amazon he\u00a0sido\u00a0anoticiado\u00a0en lo\u00a0que\u00a0va\u00a0de\u00a0estea\u00f1o, me\u00a0inclin\u00e9\u00a0por\u00a0comprar\u00a0el\u00a0texto\u00a0del\u00a0encabezado. El\u00a0t\u00edtulo\u00a0pic\u00f3\u00a0mi\u00a0curiosidad,\u00a0reforzada\u00a0por\u00a0los\u00a0comentarios\u00a0que\u00a0hacen\u00a0otros\u00a0autores\u00a0invitados, de\u00a0manera\u00a0que\u00a0me\u00a0propuse\u00a0su\u00a0lecturaen el\u00a0per\u00edodo\u00a0intermedio\u00a0de\u00a0actividades\u00a0y\u00a0qu\u00e9\u00a0encontr\u00e9?\u00a0Una\u00a0prosa\u00a0abrumadora\u00a0en\u00a0adjetivos,\u00a0redesignaciones\u00a0de\u00a0conceptos\u00a0queson\u00a0usuales\u00a0en el\u00a0tema\u00a0de\u00a0estrategia\u00a0de\u00a0negocios, y un\u00a0lenguaje\u00a0que\u00a0me\u00a0hizo\u00a0recordar\u00a0(sin\u00a0juicio\u00a0de valor)\u00a0las\u00a0entrevistas\u00a0alconocido\u00a0escritor\u00a0J.\u00a0As\u00eds,\u00a0provocativo, y\u00a0punzante. Cu\u00e1l\u00a0es\u00a0la\u00a0tesis\u00a0del\u00a0autor?. El\u00a0capitalismo\u00a0por\u00a0todos\u00a0conocidos,\u00a0que\u00a0etiqueta\u00a0como\u00a0capitalismo\u00a0de la era industrial, del s. […]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,19],"tags":[],"_links":{"self":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/925"}],"collection":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/comments?post=925"}],"version-history":[{"count":2,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/925\/revisions"}],"predecessor-version":[{"id":1504,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/925\/revisions\/1504"}],"wp:attachment":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/media?parent=925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/categories?post=925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/tags?post=925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}