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¿Se puede hacer el bien y, además, ganar dinero?

Retomamos el blog de empresa familiar deseando, antes que nada, todo lo mejor para nuestros lectores en el recién inaugurado 2.017. Un año lleno de grandes incertidumbres, empezando por lo que dará de sí el mandato del electo nuevo presidente de los Estados Unidos, Donald Trump, con el consabido impacto que tendrá en Latinoamérica.

El debate que propongo hoy enlaza de lleno con algunas de las cuestiones que tratamos habitualmente en este blog. Una manera diferente de gobernar y dirigir las empresas en atención a las demandas de un tiempo nuevo.

Observemos el caso reciente de una megacorporación como es Unilever. Su CEO Paul Polman no para de explicar que la compañía se ha transformado. Ha puesto en el centro de su modelo de negocio la resolución de algunos de  los grandes problemas que aquejan al planeta: pobreza y desigualdad, cambio climático, desempleo, inestabilidad política y social creciente y patrones de consumo no sustentables. Un enfoque de dirección de la empresa que apunta claramente a la recuperación de valores éticos para gobernar las organizaciones desde la altura de miras que supone la contribución a un propósito superior. Construir un legado. En definitiva, parece que se puede hacer el bien y consolidar una empresa rentable que gane dinero. El alineamiento de ambos factores no es cosa menor. Ayuda a construir un mundo mejor. Sin duda, un objetivo universal.

Creo que el actual entorno socio/económico/empresarial/ político apunta en esa dirección. Ya en mi libro “Hacia la empresa familiar líder: una visión práctica y optimista” (Prentice Hall, 2.008) expuse mi tesis de la Sociedad del Cambio. Una definición del mundo actual. Mi visión, lo inmutable: el cambio. La confluencia en espacio y tiempo de digitalización y globalización lo ha cambiado todo.

Muchos autores todavía hablan del  mundo VUCA (en inglés Volatility, Uncertainty, Complexity, Ambiguity) para definir el contexto actual.  Tomando como referencia una idea formulada ya en los 90 en el  U.S. Army War College.

Pero ya hay muchas voces que va mucho más allá. Por ejemplo, en la última edición del Foro de Davos de 2.016 se empezó  a hablar sin ambages de la Cuarta Revolución Industrial. Una nueva era donde robotización, automatización, digitalización, conectividad  están empezando a jugar un papel clave. Y solo estamos empezando a ver  la punta del iceberg. Bajo estos supuestos, lo vivido en 2.008, año de inicio de la Gran Recesión,  no fue el anuncio de una crisis económica al uso. Supuso el arranque de esta nueva era. Como tal, muchos hábitos y paradigmas están en cuestión.

Definitivamente el mundo está mucho más interconectado. Los ciclos de  vida de los productos se han acortado. Pasan muchas más cosas, en más lugares, y con más frecuencia, que afectan, o debieran afectar, la toma de decisiones organizativas. Desde mi punto de vista globalización y digitalización se retroalimentan generando cuatro efectos principales que están incidiendo en la actividad empresarial: enorme dinamismo, fuerte competencia, diversidad e hipertransparencia. Pondré el foco en este último aspecto.

La acción del gobierno corporativo queda marcada por este nuevo entorno. La Gran Recesión (2.008-13) destapó escándalos fundamentalmente en entidades bancarias. Más recientemente casos como los surgidos en Petrobras en Brasil, Satyam en India, Toshiba en Japón y Volkswagen, que han aflorado a la opinión pública, justifican una tendencia más intervencionista. Gobiernos, instituciones y reguladores han tomado cartas en el asunto. Por ejemplo, desde  Naciones Unidad, a través de su Pacto Global, se invoca a las empresas a practicar el buen gobierno como fórmula para recuperar la confianza de los mercados y poder afianzar el crecimiento sostenible.

Es tal la consecuencia de este fenómeno que la reputación se ha convertido en una gran palanca para la creación de valor. En un mundo salpicado de grandes escándalos derivados, hay que decirlo claro,  de la falta de ética, los mercados y los consumidores queremos saber con toda rotundidad quién hay detrás de las siglas de las empresas y cómo se hacen las cosas en esas organizaciones. Vivimos en una sociedad mucho más demandante y exigente con sus empresas. El efecto de la hipertransparencia.

Así que, como no podía ser menos, esta ola está afectando, y mucho, al gobierno corporativo. Empezando por las grandes corporaciones cotizadas. A las que se  están demandando mayores niveles de «accountability» (término anglosajón de uso extendido cuando se escribe sobre gobierno corporativo que pudiéramos traducir por rendición de cuentas de la empresa) y transparencia de sus órganos de gestión y consejos de administración. Los reguladores, legisladores e inversores institucionales están jugando un importante papel en esta exigencia de mayor rigor. Por ejemplo, los grandes inversores institucionales van a impulsar de forma más decidida reformas que les permitan designar consejeros independientes que velen por sus intereses de manera más contundente. Incluso se empiezan a dar casos de fondos soberanos que anuncian la salida del capital de compañías inmersas en escándalos de corrupción. Alguna evidencia reciente. Según apareció en prensa, el fondo soberano noruego Norges Bank Investment Management planea demandar a Volkswagen por el impacto causado en el caso del escándalo de las emisiones.

También los consumidores evolucionan. Actúan de manera muy personalizada. Las groseras segmentaciones tradicionales dejan de tener validez. Un consumidor multipantalla y multicanal. Más conectado, informado, participativo y exigente. Concluyamos que  nuestros clientes ganan poder de negociación. El consumidor de hoy quiere vivir experiencias cuando compra. Por eso, a ojos de nuestros clientes, toma mucha más relevancia cómo las empresas se comportan en términos éticos, de respecto al medio ambiente o de involucración con los problemas sociales. Nuestros clientes quieren hoy empresas cercanas. Transparentes. ¿Quién hay detrás de determinadas siglas? ¿Cuál es su visión y misión?

Porque los nuevos consumidores, y es tendencia, demandan compañías con genuina responsabilidad social que colaboren activamente a la mejora de los grandes temas de la agenda social y que ofrezcan mensajes claros sobre el triángulo propiedad/misión/visión.

No dejo de ver más que una extraordinaria oportunidad para muchas empresas familiares que lo tienen todo para destacar en esta nueva sociedad del cambio. Tienen historia, valores, reputación, excelentes productos. Un relato atractivo, cuando menos, sino épico. Me gustaría que este tiempo nuevo sea visto en el ámbito de las familias empresarias con optimismo.

Los nuevos líderes empresariales saben que deben generar relaciones  de partenariado con su entorno porque deben orientarse en la creación de valor compartido. Saben que vivimos en la era de la Quíntuple Cuenta de Resultados y hay que generar rentabilidad para todos los grupos de interés. Hay que gobernar desde una perspectiva de legado, de propósito superior. Es un buen garante de la longevidad que persiguen muchas familias empresarias.

En suma, las familias empresarias deben tomar conciencia de la importancia del rol que juegan, y deben jugar, en este nuevo mundo que se está configurando. Muchas cuentan con un reservorio de valores para ahondar en un nuevo enfoque que debe ayudar a construir un mundo mejor.

Hasta pronto. No dejen de esforzarse por ser muy felices que, al final del día, es lo más importante para Vds y quienes les rodean.

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