{"id":137229,"date":"2023-09-15T16:37:57","date_gmt":"2023-09-15T16:37:57","guid":{"rendered":"https:\/\/raed.academy\/?p=137229"},"modified":"2023-09-19T08:00:56","modified_gmt":"2023-09-19T08:00:56","slug":"els-espanyols-davant-la-crisi-del-cost-de-la-vida","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/els-espanyols-davant-la-crisi-del-cost-de-la-vida\/","title":{"rendered":"Els espanyols davant la crisi del cost de la vida"},"content":{"rendered":"

 <\/p>\n

\"\"

Dr. Jos\u00e9 Luis Nueno<\/p><\/div>\n

Jos\u00e9 Luis Nueno<\/strong><\/a><\/em>, professor del Departament de Direcci\u00f3 Comercial i director de la C\u00e0tedra Intent HQ de Canvis al Comportament del Consumidor<\/strong> d’IESE Business School<\/strong> i acad\u00e8mic de n\u00famero de la Reial Acad\u00e8mia Europea de Doctors-Barcelona 1914<\/strong> (RAED), presenta el seu darrer llibre , “Todo es terrible, pero yo estoy bien”<\/strong>, editat per l’Associaci\u00f3 de Fabricants i Distribu\u00efdors<\/strong> (Aecoc), en qu\u00e8 analitza com han actuat els espanyols davant la crisi de preus desfermada despr\u00e9s dels pitjors mesos de la pand\u00e8mia. L’expert conclou que el gran repte de l’economia espanyola de cara al futur \u00e9s la manca de consumidors de recanvi, ja que els joves nom\u00e9s es poden permetre lleure i roba, per\u00f2 no cotxes i cases.<\/p>\n

“En aquests temps turbulents, el consumidor espanyol ha mostrat una incre\u00efble capacitat d’adaptaci\u00f3. Tot i enfrontar-se a la inflaci\u00f3 m\u00e9s alta en m\u00e9s de quatre d\u00e8cades, han sorgit patrons clars i sorprenents als seus h\u00e0bits de despesa. Algunes categories de productes s’han mantingut forts, d’altres han disminu\u00eft, i algunes fins i tot han florit… Enmig d’aquesta tempesta econ\u00f2mica, molts consumidors s’estan recompensant amb petits plaers, com ara tornar als restaurants o renovar la seva membresia de gimn\u00e0s. Aquest estudi pret\u00e9n anar m\u00e9s enll\u00e0 de les xifres i permet explorar les hist\u00f2ries humanes que s’amaguen darrere d’aquestes decisions de despesa”, assenyala l’autor.<\/p>\n

L’obra, que porta com a subt\u00edtol “Los espa\u00f1oles ante la crisis del coste de la vida”<\/strong>, parteix de la confirmaci\u00f3 d’una dada imprevista: els estalvis dels confinaments no han durat tant com s’esperava a causa del consum i la inflaci\u00f3 posterior. “La crisi del cost de la vida ens arriba a tots d’una manera o altra. L’hivern del 2022-2023 va ser tot un desafiament per als consumidors. El cost m\u00e9s gran de l’energia i les mat\u00e8ries primeres va provocar una inflaci\u00f3 sense precedents que va acabar impactant en el seu poder adquisitiu. En paral\u00b7lel, la pujada dels tipus d’inter\u00e8s va tensionar encara m\u00e9s els pressupostos familiars, provocant una reducci\u00f3 de la despesa en b\u00e9ns duradors, aix\u00ed com en productes i serveis d’\u00edndole discrecional, aquells en qu\u00e8 el consumidor t\u00e9 opci\u00f3 de reduir la seva despesa”, assenyala la introducci\u00f3 del llibre.<\/p>\n

\"\"Nueno explica com despr\u00e9s del pitjor de la pand\u00e8mia, el consumidor, per fer front al cost de la vida, retalla en all\u00f2 que pot per continuar gastant en all\u00f2 que vol. I aclaparat per les despeses no discrecionals -energia, alimentaci\u00f3, transport, lloguers…- es veu abocat a reduir la despesa major, per\u00f2 es premia amb despeses discrecionals menors a bars i restaurants o en petits viatges. Aix\u00ed mateix, torna a despeses que va retallar durant la pand\u00e8mia, com ara els gimnasos o l’alimentaci\u00f3 fora de casa. Tamb\u00e9 hi ha despeses que perden el favor, entre les 22 categories que desgrana el llibre, basat en l’explotaci\u00f3 de 199 milions d’actes de despesa de 257.000 espanyols durant aquests darrers 16 mesos. “La p\u00e8rdua de classe mitjana i l’abs\u00e8ncia de projectes vitals entre els m\u00e9s joves, els salaris dels quals no els permeten abordar projectes de llarg termini, com ara independitzar-se o formar fam\u00edlies, s\u00f3n greus problemes per als governs i les empreses”, afirma l’acad\u00e8mic.<\/p>\n

Reconegut assessor corporatiu i membre dels consells directius de diverses empreses internacionals, Nueno \u00e9s autor de diversos articles publicats a les revistes “Sloan Management Review”<\/strong>, “Business Horizons”<\/strong> o “International Journal of Research in Marketing”<\/strong>. Tamb\u00e9 ha escrit articles sobre m\u00e0rqueting per a diverses publicacions acad\u00e8miques. Els seus altres llibres m\u00e9s recents s\u00f3n\u00a0“\u00bfPor qu\u00e9 comercia tan poco el comercio electr\u00f3nico?”<\/strong> (1999), “Gesti\u00f3n de precios”<\/strong> (1998), “Consumidor al filo del siglo XXI”<\/strong> (1998), “Comunicaci\u00f3n al filo del siglo XXI”<\/strong> (1999), “La naturaleza del gasto”<\/strong> (2004), “Las claves de la innovaci\u00f3n”<\/strong> (2005), “El consumidor maduro en Espa\u00f1a”<\/strong> (2005), “Experiencia de compra”<\/strong> (2010), “El declive de las calles comerciales y el nacimiento del nuevo modelo multicanal”<\/strong> (2013), “El regreso del consumido<\/strong>r” (2014), “Expectativas en la era de la escasez”<\/strong> (2015), “\u00bfPuede el marketing salvar el mundo?”<\/strong> (2016), “Directo al consumidor. Bienvenidos a 2025. Cuando los Millennials manden<\/strong>” (2020) i “Never Normal. La normalidad es la anomal\u00eda”<\/strong> (2022).<\/p>\n","protected":false},"excerpt":{"rendered":"

Jos\u00e9 Luis Nueno presenta el seu \u00faltim llibre, “Tot \u00e9s terrible, per\u00f2 jo estic b\u00e9”, en qu\u00e8 analitza com han actuat els espanyols davant la crisi de preus desfermada despr\u00e9s dels pitjors mesos de la pand\u00e8mia<\/p>\n","protected":false},"author":12,"featured_media":137073,"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":[268,274,304],"tags":[],"class_list":["post-137229","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-coronavirus-des-del-coneixement","category-economia-i-politica","category-economia-i-politica-ca","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nEls espanyols davant la crisi del cost de la vida - Reial Acad\u00e8mia Europea de Doctors<\/title>\n<meta name=\"description\" content=\"Jos\u00e9 Luis Nueno presenta el seu \u00faltim llibre, "Tot \u00e9s terrible, per\u00f2 jo estic b\u00e9"\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/raed.academy\/ca\/els-espanyols-davant-la-crisi-del-cost-de-la-vida\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Els espanyols davant la crisi del cost de la vida - 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