{"id":107718,"date":"2021-11-05T10:53:35","date_gmt":"2021-11-05T10:53:35","guid":{"rendered":"https:\/\/raed.academy\/?p=107718"},"modified":"2021-11-09T10:49:43","modified_gmt":"2021-11-09T10:49:43","slug":"vendre-en-un-entorn-en-que-la-complexitat-es-la-norma","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/vendre-en-un-entorn-en-que-la-complexitat-es-la-norma\/","title":{"rendered":"Vendre en un entorn en qu\u00e8 la complexitat \u00e9s la norma"},"content":{"rendered":"

Josep Alet<\/em><\/strong><\/a>
\nSoci fundador i professor de l’Institut de Comer\u00e7 Electr\u00f2nic i M\u00e0rqueting Directe i acad\u00e8mic corresponent de la Reial Acad\u00e8mia Europea de Doctors-Barcelona 1914 (RAED)<\/em><\/p>\n

Entrevista publicada per la revista “C\u00f3digo 84” a la seva edici\u00f3 d’octubre del 2021<\/em><\/p>\n

Josep Alet<\/em><\/strong><\/a>, professor de diverses escoles de negocis, expresident de l’Associaci\u00f3 d’Ag\u00e8ncies de M\u00e0rqueting Directe i Interactiu<\/strong> i acad\u00e8mic corresponent de la Reial Acad\u00e8mia Europea de Doctors-Barcelona 1914<\/strong> (RAED), destaca en una entrevista publicada per la revista “C\u00f3digo 84”<\/strong><\/a>, editada per l’Associaci\u00f3 Espanyola de Codificaci\u00f3 Comercial<\/strong> (Aecoc)<\/a>, al seu n\u00famero corresponent l\u2019octubre del 2021, la necessitat d’abordar canvis profunds en tots els \u00e0mbits d’un negoci per sobreviure a la nova realitat que deixa la pand\u00e8mia.<\/p>\n

\"Recuperaci\u00f3nEn aquest sentit, l’acad\u00e8mic va fer refer\u00e8ncia a la seva \u00faltima obra, “Poder cu\u00e1ntico para ganar m\u00e1s en los negocios”<\/strong> (Profit Editorial), on exposa la gesti\u00f3 qu\u00e0ntica als negocis i el seu correlat al m\u00e0rqueting, una translaci\u00f3 de les lleis de la mec\u00e0nica qu\u00e0ntica a un \u00e0mbit social com el de l’empresa, on la realitat \u00e9s cada dia m\u00e9s complexa i on nom\u00e9s sistemes d’an\u00e0lisi complexos que superen la l\u00f2gica bin\u00e0ria com els de la f\u00edsica de les part\u00edcules poden aprehendre millor aquesta complexitat.<\/p>\n

“L’anomenat entorn VUCA (volatilitat, incertesa, complexitat i ambig\u00fcitat, en les sigles en angl\u00e8s) ha vist elevat a la seva m\u00e0xima expressi\u00f3 despr\u00e9s de la Covid. Ens hem adonat que el que pens\u00e0vem que control\u00e0vem del nostre mercat no \u00e9s suficient. Estem en un m\u00f3n entrella\u00e7at i complex, amb incertesa i canvis dr\u00e0stics, en qu\u00e8 la visi\u00f3 incremental perd el sentit en la gran majoria de situacions. Per aix\u00f2, cal adoptar un enfocament exponencial o multiplicatiu. Mentre hi hagi alguna cosa que suma, guanyes, per\u00f2 quan est\u00e0s en multiplicatiu, si tens un zero, per m\u00e9s que ho multipliquis continuar\u00e0 sent zero. Hem de treballar amb escenaris possibles. No podem donar per fet que alguna cosa que \u00e9s molt poc probable que passi. I m\u00e9s encara al m\u00f3n digital: comptem amb la seguretat que est\u00e0 al n\u00favol, per\u00f2 potser amb Blockchain o altres serveis hi hagi petites fuites que, concatenades, provoquin un caos de funcionament”, respon Alet<\/strong> a la primera de les preguntes de l’entrevista.<\/p>\n

\"Josep

Dr. Josep Alet<\/p><\/div>\n

Per a l’acad\u00e8mic, \u00e9s el moment de renunciar a un passat que pot haver funcionat i que fins i tot pot haver estat la base de l’\u00e8xit empresarial, per\u00f2 que probablement ara no funcionar\u00e0. Com a exemple en parla de dues firmes clau en el m\u00f3n de la fotografia: Kodak<\/strong> i Fuji<\/strong>. La primera va descobrir la fotografia digital abans que ning\u00fa, per\u00f2 hi va renunciar perqu\u00e8 sabia que malmetia el seu negoci tradicional, cosa que va acabar amb la seva fallida el 2012. En canvi, la segona va saber transformar-se i sobreviu a l’era digital.<\/p>\n

Pel que fa a les estrat\u00e8gies de vendes, Alet<\/strong> apel\u00b7la a l’empatia per entendre les motivacions dels clients potencials. Als que es pot arribar a trav\u00e9s de l’anomenat Big Data i de noves maneres de generar inter\u00e8s. “Hem de posar-nos a la pell de l’altre. Del client i tamb\u00e9 d’aquells amb qui treballes, col\u00b7laboradors o prove\u00efdors. L’empatia \u00e9s l’eina que tenim per identificar emocions i entendre qu\u00e8 passa dins les persones. Aix\u00ed podem ser efectius i treure’n el millor de cadascun de nosaltres, sabent qu\u00e8 interessa al mercat”, explica.<\/p>\n

Dirigida a directors generals, de m\u00e0rqueting i vendes, comercials i de compres, de recursos humans, de log\u00edstica, de qualitat, de seguretat aliment\u00e0ria, entre d\u2019altres, la revista “C\u00f3digo 84”<\/strong><\/a> compta amb els articles d’an\u00e0lisi i opini\u00f3 dels autors m\u00e9s prestigiosos. A m\u00e9s, inclou la veu dels directius m\u00e9s destacats del sector mitjan\u00e7ant entrevistes i opinions. Tamb\u00e9 compta amb les tend\u00e8ncies m\u00e9s avantguardistes i les estrat\u00e8gies de gesti\u00f3 m\u00e9s modernes adoptades per les companyies.<\/p>\n

N\u00famero d\u2019octubre\/2021 de la revista “C\u00f3digo 84”<\/a><\/h2>\n","protected":false},"excerpt":{"rendered":"

Josep Alet, sobre la necessitat d’abordar canvis profunds en tots els \u00e0mbits d’un negoci per sobreviure a la nova realitat que deixa la pand\u00e8mia.<\/p>\n","protected":false},"author":12,"featured_media":97705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[268,274,233],"tags":[],"class_list":["post-107718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-coronavirus-des-del-coneixement","category-economia-i-politica","category-economiques-i-empresarials","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nVendre en un entorn en qu\u00e8 la complexitat \u00e9s la norma - Reial Acad\u00e8mia Europea de Doctors<\/title>\n<meta name=\"description\" content=\"Josep Alet, sobre abordar canvis profunds en un negoci per sobreviure a la nova 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