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<p><strong>VISIBILIDAD / </strong><strong>SOCIOS</strong></p>\n
<p style="text-align: justify;"><img style="padding: 0em 1em 1em 0em; float: left;" src="sites/default/files/fotos/images/visibilidad/socios/ser-competitivo-una-cuestion-de-principios.jpg" alt=""Ser competitivo, una cuestión de principios"" width="250" height="357" /></p>\n
<p style="text-align: justify;"><strong>José Ramón García Aranda, Director de Insight Innovación en Gestión, Premio Responsabilidad Social en Aragón 2016, Evaluador EFQM y miembro de REDEX (Red de expertos EFQM) del Club ha publicado este artículo que reproducimos en Visión sobre “la permanente capacidad de adaptación al entorno como elemento clave de supervivencia.”</strong></p>\n
<p style="text-align: justify;"><em>Capacidad para desarrollar ventajas competitivas y obtener resultados superiores al resto. Cada persona y cada organización pueden hacer realidad esta definición de competitividad de un modo diferente.</em> Si hablamos del contexto empresarial (si bien se podría perfectamente aplicar a otros ámbitos, como, por ejemplo, el deporte: Rafa Nadal es un gran ejemplo que inspira a muchos), existen varios elementos relacionados con esta definición que se requiere dominar, como <em>Posicionamiento y Diferenciación</em> -cómo, dónde, cuándo y porqué se despliega una determinada ventaja competitiva, la cual, además, puede cambiar en el tiempo- o <em>Benchmarking</em> -constatación de que, efectivamente, se están obteniendo mejores resultados que los de los competidores, en constante vigilancia-.</p>\n
<p style="text-align: justify;">Sin embargo, existe un concepto que no suele incluirse explícitamente en la definición de competitividad y que resulta capital: la <em>sostenibilidad</em>. Si hay algo que mide el éxito en el mundo de la empresa, sin duda debería ser esto, sobre todo en un contexto cada vez más volátil, incierto e imprevisible: La permanente <em>capacidad de adaptación al entorno</em> como elemento clave de supervivencia. Arie de Geus concluye, en el estudio más profundo realizado hasta la fecha sobre la longevidad de las empresas, que un elemento común en todas ellas (localizadas básicamente en Japón, y siendo algunas de ellas milenarias, como el caso de Kongō Gumi, constructora de templos budistas fundada en el año\u{A0}578) es el de tener un <em>propósito/visión</em> que no está centrado exclusivamente en obtener un beneficio económico. En otras palabras, las organizaciones más longevas no se rigen únicamente por “patrones de conducta” que hoy en día frecuentemente observamos, como foco en el corto plazo, en el retorno de la inversión o en la mera transacción entre partes, sino por otros muy distintos: visión a largo plazo, generación de impacto en la comunidad donde se opera, creación de valor para las generaciones futuras (grupo de interés habitualmente olvidado), comportamiento ético más allá de la legalidad, etc.</p>\n
<p style="text-align: justify;">Parece que cada vez más, los <em>principios y valores</em> marcan la diferencia y el éxito de nuestra empresa. Como decía el eterno Groucho, en el 40 aniversario de su muerte: "<em>¿Éxito? El secreto del éxito se encuentra en la sinceridad y la honestidad. Si eres capaz de simular eso, lo tienes hecho</em>". Adelante con ello, sin simular, y seremos recordados...</p>\n
<p>\u{A0}</p>\n
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