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¿Qué hace a las compañías más rentables y sostenibles? El circulo virtuoso de la rentabilidad

08 de Julio 2016

2 minutos, 44 segundos

Presentábamos hace unas semanas unestudio desarrollado con la Universidad de Valenciasobre el impacto que tiene la innovación en los resultados de las empresas. La expectativa inicial era que por sí mismo este concepto fuera clave, y la sorpresa que reflejaba es que la relación no era tan directa como otros factores.¿Cuáles son entonces?

Podríamos llegar a resumirlo a uno básicamente, que luego se desglosa en diferentes conforme le pones apellidos. El concepto clave hacía referencia algrado de apertura al exteriorde la empresa, sunivel de interacción con el entornoy que conforme es más amplio se consiguen mejores resultados.

Destacar que estar abiertos en sí mismo no es suficiente, tiene que haber una apertura con voluntad de observación de las cosas, con curiosidad, con empatía, con colaboración y buscando la interacción. Nos reafirmamos por tanto en lo importante que es [inlinetweet prefix=»» tweeter=»» suffix=»»]sistematizar el proceso de observación del entorno, desde lo más cercano (tu empresa, tus canales, tus clientes,…) a lo más alejado[/inlinetweet] (otras zonas geográficas, otros sectores, tendencias sociales, tecnologías,…). No puede ser un proceso que recaiga únicamente en la inspiración puntual de una persona, es crítico que lo extendamos a la organización en su conjunto.

circulo virtuoso de la rentabilidad

Actitud abierta – Curiosidad – Observación – Inspiración – Ideación – Evaluación – Selección – Planificación – Ejecución – Aprendizaje – Ajuste.

A partir de aquí es donde podemos empezar a hacer la primera división (incorporar los apellidos). [inlinetweet prefix=»» tweeter=»» suffix=»»]Grado de apertura e interacción con en el mundo analógico y el digital[/inlinetweet].

En el mundo analógico, algunosejemplos que reflejaban esta interaccióncon el exterioreran los siguientes:

  • Procesos de interacción con los clientes de trabajo conjunto, de investigación de mercados, focus group, encuestas…
  • Grado de colaboración con institutos tecnológicos, centros de investigación… para el desarrollo de nuevas tecnologías, nuevos productos.
  • Grado de dispersión del negocio a nivel internacional y por tanto geográfico. En cuantos países opera la compañía tanto desde el punto de vista de proveedores como de clientes, lugares en los que dispone de instalaciones y % de personas de diferentes nacionalidades.
  • Proyectos de colaboración empresarial con terceros en los que se comparten recursos.
  • Facilidad de colaborar con terceros profesionales para el desarrollo de mejores prácticas empresariales.

En el mundo digital losejemplos que reflejan el grado de apertura al mismoserían:

  • Nivel de desarrollo y capacidad de interacción con el cliente de la página web.
  • Nivel de interacción con otras herramientas de comunicación en redes sociales.
  • Nivel de comentarios por parte de usuarios respecto a la empresa.
  • Nivel de implantación de nuevas tecnologías tanto para la mejora de los procesos (automatización, digitalización,…) como en el desarrollo de nuevas soluciones empresariales.

Estos dos elementos son los que determinaban de manera más directaunos mejores resultados empresarialesy por tanto que se tenga la posibilidad de seguir invirtiendo y seguir creciendo.

[inlinetweet prefix=»» tweeter=»» suffix=»»]Un crecimiento que permite a las empresas ganar tamaño[/inlinetweet], factor que también se muestra como otra gran variable con impacto directo en la mejora de la rentabilidad.Las empresas más grandes mostraban mejores resultados que las más pequeñas.[inlinetweet prefix=»» tweeter=»» suffix=»»]Conforme más grande se es, más recursos se pueden emplear en abrir las zonas de interacción[/inlinetweet] tanto en lo analógico como en lo digital, mayor grado de apertura al exterior se puede lograr. Entramos en el círculo virtuoso de la rentabilidad.

Podemos por tanto resumir que lasbases de la rentabilidad empresarialse asientan en sistematizar en la empresa una actitud curiosa y observadora del entorno tanto analógico como digital, que facilita la capacidad de detectar oportunidades y adaptar la empresa al mercado con el que se interacciona, generando así mejores resultados que permiten seguir invirtiendo y ganar tamaño de manera progresiva.

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