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Manuel Bermejo
Comercio

INSTITUCIONALIZARSE

Estimadas familias empresarias,

Recientemente tuve la oportunidad de escuchar a Cosme Torrado, confundador del pujante Grupo Alsea mexicano, disertando sobre gobierno corporativo con motivo de la inauguración del Programa de Alta Gerencia, Senior Management Program, que el IE Business School está desarrollando en Ciudad de México.

Me llamó especialmente, por su carga de profundidad, la definición que Torrado nos regaló “institucionalizarse es prepararse para que la empresa vaya más allá de sus fundadores”. Los fundadores de Alsea comenzaron vendiendo las pizzas que ellos mismos elaboraban en 1.990 en su establecimiento franquiciado de Domino´s Pizza. De ahí han experimentado un espectacular crecimiento que les ha llevado, entre otros hitos, a salir a la bolsa, y a convertirse en el operador de restauración líder en Latinoamérica y España, tras adquirir el Grupo Zena, con casi 3.000 restaurantes y 60.000 empleados. Sin la institucionalización de su empresa, según propia confesión, nada de esto hubiera sido posible. Y hay que tener humildad para permitir que consejeros independientes, que jamás se han manchado las manos de harina para hacer una pizza, tomen un papel protagónico en el devenir de la compañía actuando desde los órganos de gobierno en asuntos tan relevantes como la definición de la estrategia de negocio o la remuneración de la alta dirección. Por cierto, fijando el sueldo a miembros de la familia fundadora que trabajan como ejecutivos en los negocios.

Efectivamente institucionalizarse supone un salto de calidad sin el cual difícilmente las empresas familiares van a trascender a sus fundadores. Es esa continuidad la que da razón de ser a la empresa familiar. Las familias empresarias saben que la cercanía a la operación es muy importante, que tener un buen producto es clave. Pero también han de concienciarse que hay que dar pasos para formalizar ciertos procesos, sin que ello suponga pérdida de agilidad. Hay cuestiones clave que exceden las operaciones del día a día: definir un programa estratégico claro y atractivo para acceder a los mercados de capitales que soportarán las políticas de crecimiento; tomar las necesarias medidas para garantizar la reputación corporativa; construir una empresa atractiva para el talento; trabajar la cohesión familiar en torno a un proyecto y unos principios compartidos; educar a las nuevas generaciones en valores y en los necesarios conocimientos para ser accionistas responsables, organizar la sucesión en la gestión y la propiedad……. En definitiva asuntos muy importantes, aunque tal vez no necesariamente urgentes, que demandan parar y pensar para planificar de modo que se crezca desde sólidos cimientos.

Si lo fiamos todo, y siempre, a la intuición la experiencia nos evidencia las dificultades para consolidar un proyecto sostenible. De ahí la relevancia de avanzar hacia la institucionalización. Por mucho que les cueste, con toda lógica, a los dueños de las empresas dar pasos en esa dirección. Al final del día hablamos de altura de miras. La que tienen esas familias empresarias que se han dejado ayudar por quienes, a priori, poco tienen que aportar por no “haber metido las manos en la masa de la pizza”.  Esas familias nos marcan el camino. Aprendamos de su experiencia.

Hasta pronto. No dejes de esforzarte por ser muy feliz que, al final del día, es lo más importante para ti y los que te rodean

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