{"id":184554,"date":"2026-05-08T11:34:14","date_gmt":"2026-05-08T11:34:14","guid":{"rendered":"https:\/\/raed.academy\/?p=184554"},"modified":"2026-05-08T11:34:14","modified_gmt":"2026-05-08T11:34:14","slug":"innovar-pero-amb-proposit","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/innovar-pero-amb-proposit\/","title":{"rendered":"Innovar, per\u00f2 amb prop\u00f2sit"},"content":{"rendered":"
\"Jaume

Dr. Jaume Llopis<\/p><\/div>\n

Jaume Llopis<\/span><\/strong><\/em><\/a>, professor em\u00e8rit d’IESE<\/span>\u00a0Business\u00a0School<\/span><\/strong> i acad\u00e8mic de n\u00famero i vicepresident de la Junta de Govern<\/span>\u00a0<\/strong>de la Reial Acad\u00e8mia Europea de\u00a0Doctors<\/span><\/strong>\u00a0(RAED<\/span>), va presentar a la X Trobada Acad\u00e8mica Internacional<\/strong> que la Reial Corporaci\u00f3 va celebrar entre els passats 15 i 20 de mar\u00e7 a diverses ciutats alemanyes sota el t\u00edtol gen\u00e8ric “El Rin com a corrent del coneixement: di\u00e0legs transfronterers”<\/strong> la pon\u00e8ncia “Innovaci\u00f3 amb prop\u00f2sit: m\u00e9s enll\u00e0 del benefici econ\u00f2mic”<\/strong>, en la que va analitzar el paper de l’empresa com a agent social i \u00e8tic, capa\u00e7 de generar impacte positiu m\u00e9s enll\u00e0 del rendiment financer. Per a l’expert, en un entorn marcat per la incertesa i la necessitat de respostes sostenibles, les organitzacions estan cridades a assumir una responsabilitat activa amb el seu entorn i a ser part en la transformaci\u00f3 cap a un nou paradigma econ\u00f2mic.<\/p>\n

A la seva intervenci\u00f3, el ponent va apressar les companyies del segle XXI a evolucionar des de simples generadors de beneficis, com han estat tradicionalment, a agents socials i \u00e8tics amb impacte real a la societat i al planeta. En un m\u00f3n marcat per l’eclosi\u00f3 de la intel\u00b7lig\u00e8ncia artificial, la crisi clim\u00e0tica i la desigualtat, les empreses, per a l’acad\u00e8mic, han d’adoptar un model de triple impacte econ\u00f2mic, social i ambiental que transcendeixi la l\u00f2gica tradicional del benefici a curt termini. Partint de la tesi que el pensament cr\u00edtic ha impulsat sempre el progr\u00e9s hum\u00e0, Llopis va considerar que les societats mercantils, com sistemes oberts interconnectats amb el seu entorn, ja no poden ser avaluades nom\u00e9s pels seus resultats financers. I parafrasejant el te\u00f2ric de la gesti\u00f3 empresarial Peter Senge<\/strong> les va apel\u00b7lar a transitar de la denominada efici\u00e8ncia est\u00e0tica a una nova capacitat din\u00e0mica d’aprendre i transformar-se, integrant prop\u00f2sit social, innovaci\u00f3 i consci\u00e8ncia sist\u00e8mica. “Avui necessitem un prop\u00f2sit empresarial robust que combini lideratge \u00e8tic i innovaci\u00f3 per enfrontar la complexitat”, va argumentar.<\/p>\n

El vicepresident de la RAED va explicar que aquest nou enfocament d’una economia amb prop\u00f2sit es materialitza en iniciatives com les anomenades Empreses B<\/strong> (B Corps), un moviment global nascut el 2006 que ja compta amb m\u00e9s de 9.800 empreses certificades en m\u00e9s d’un centenar de pa\u00efsos. Aquestes companyies s\u00f3n avaluades rigorosament en \u00e0rees com a governan\u00e7a, acci\u00f3 clim\u00e0tica, treball just, drets humans, circularitat i equitat, superant un m\u00ednim de 80 punts sobre 200 indicadors. Tot i que l’expert tamb\u00e9 va advertir de les limitacions i debilitats d’aquestes iniciatives, especialment el ‘greenwashing’, la pr\u00e0ctica d’exagerar o falsejar compromisos ambientals. Davant aix\u00f2, va lloar la implementaci\u00f3 de figures jur\u00eddiques com les Societats de Benefici i Inter\u00e8s Com\u00fa<\/strong> a Espanya, que obliguen les empreses a incloure als seus estatuts compromisos socials i ambientals verificables.<\/p>\n

\"\"En qualsevol cas, l’expert va descartar la continu\u00eftat d’un paradigma econ\u00f2mic centrat en el creixement il\u00b7limitat i l’acumulaci\u00f3 de riquesa. I va assenyalar figures com el malaguanyat acad\u00e8mic Aldo Olcese<\/strong><\/em><\/a> i el reconegut economista franc\u00e8s Thomas Piketty<\/strong> per assenyalar amb ells que el creixement econ\u00f2mic no sempre es tradueix en m\u00e9s benestar ni redueix desigualtats, i que \u00e9s urgent avan\u00e7ar cap a una economia del b\u00e9 com\u00fa, amb les empreses i el capital privat com protagonistes actius d\u2019aquesta transformaci\u00f3. Entre les mesures concretes per iniciar aquest cam\u00ed, Llopis va plantejar mecanismes com a fiscalitat progressiva i global, la inversi\u00f3 d’impacte social, la participaci\u00f3 dels treballadors en els beneficis, l’economia circular i la democratitzaci\u00f3 de l’acc\u00e9s a educaci\u00f3, salut i tecnologia a escala global. “Les empreses del futur seran aquelles que entenguin que la seva pr\u00f2pia continu\u00eftat dep\u00e8n de l\u2019estabilitat social i ambiental. La innovaci\u00f3 amb prop\u00f2sit no \u00e9s un luxe \u00e8tic, sin\u00f3 una necessitat estrat\u00e8gica per construir un nou paradigma econ\u00f2mic”, va concloure.<\/p>\n

Llopis ha desenvolupat una llarga i exitosa traject\u00f2ria al m\u00f3n de la gesti\u00f3 empresarial en empreses com Moulinex<\/strong>, Nestl\u00e9<\/strong>, La Uni\u00f3n y el F\u00e9nix Espa\u00f1ol<\/strong> i Borges International Group<\/strong>. De la seva vasta traject\u00f2ria acad\u00e8mica, al seu magisteri a IESE se sumen els seus cursos com a professor convidat a les escoles de negocis IPADE<\/strong> (M\u00e8xic), AESE<\/strong> (Portugal), IDE<\/strong> (Equador), INCAE<\/strong> (Nicaragua), IEEM<\/strong> (Uruguai), MDE<\/strong> (Costa d’Ivori), l’Institut San Telmo<\/strong> de Sevilla, i EADA<\/strong>, a Barcelona. \u00c9s autor de llibres de refer\u00e8ncia a l’\u00e0mbit de la gesti\u00f3 empresarial.<\/p>\n","protected":false},"excerpt":{"rendered":"

Jaume Llopis analitza el paper de l’empresa com a agent social i \u00e8tic, capa\u00e7 de generar impacte positiu m\u00e9s enll\u00e0 del rendiment financer, durant la confer\u00e8ncia “Innovaci\u00f3n con prop\u00f3sito: m\u00e1s all\u00e1 del beneficio econ\u00f3mico”<\/p>\n","protected":false},"author":12,"featured_media":184484,"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":[469,416,233,496,310,413,492],"tags":[],"class_list":["post-184554","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actes-internacionals","category-canvi-climatic","category-economiques-i-empresarials","category-educacio-etica-i-valors-ca","category-medi-ambient","category-transicio-energetica-i-energies-renovables","category-trobades-cientifiques-i-congressos","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nInnovar, per\u00f2 amb prop\u00f2sit - Reial Acad\u00e8mia Europea de Doctors<\/title>\n<meta name=\"description\" content=\"Jaume Llopis analitza el paper de l'empresa com a agent social i \u00e8tic, capa\u00e7 de 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