{"id":89886,"date":"2020-04-22T19:39:44","date_gmt":"2020-04-22T19:39:44","guid":{"rendered":"https:\/\/raed.academy\/?p=89886"},"modified":"2020-04-24T16:36:56","modified_gmt":"2020-04-24T16:36:56","slug":"xina-i-leconomia-global-davant-el-coronavirus","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/xina-i-leconomia-global-davant-el-coronavirus\/","title":{"rendered":"Xina i l’economia global"},"content":{"rendered":"

Pedro Nueno<\/strong><\/em><\/a>
\nTitular de la C\u00e0tedra Fundaci\u00f3 Bertran d’Iniciativa Empresarial de l’Escola de Negocis IESE, p<\/em>resident de l’Escola de Negocis Internacional Xina-Europa i a<\/em>cad\u00e8mic de n\u00famero de la Reial Acad\u00e8mia Europea de Doctors-Barcelona 1914 (RAED)<\/em><\/p>\n

Sumits en l’atac del coronavirus veiem que el seu impacte en l’economia espanyola (i en l’economia mundial) ser\u00e0 rellevant. Ens van dient quant caur\u00e0 el PIB i quant pujar\u00e0 el deute. La crisi que patim fa deu anys ens l’hav\u00edem buscat endeutant-nos molt m\u00e9s enll\u00e0 del que \u00e9s raonable. Per\u00f2 hem treballat b\u00e9 tota la d\u00e8cada i tot i que l’economia sempre t\u00e9 pujades i baixades, esper\u00e0vem un 2020 raonable i un 2021 bastant bo. Per\u00f2 el virus ens ha portat tota la incertesa imaginable. Als \u00faltims anys els empresaris passaven bastant de la pol\u00edtica. Per\u00f2 el virus est\u00e0 posant als governants i pol\u00edtics en els mitjans. Van sortint idees: que no hi hagi atur, que tothom tingui salaris raonables, que l’acc\u00e9s a la sanitat sigui possible per a tothom, per\u00f2 no ha sortit encara una forma de que tot aix\u00f2 quadri amb possibles ingressos per poder-lo pagar.<\/p>\n

L’\u00fanica soluci\u00f3 \u00e9s posar en marxa les empreses, per\u00f2 aix\u00f2 no \u00e9s f\u00e0cil perqu\u00e8 els mercats estan bastant parats a Europa i els Estats Units. Seguint unes quantes empreses sembla que les que estan internacionalitzades i s\u00f3n m\u00e9s innovadores resisteixen molt millor la situaci\u00f3. Afortunadament, si hi ha projecte (vendes) hi ha finan\u00e7ament. L’\u00fanica economia rellevant que sembla estar ja funcionant un altre cop \u00e9s la de la Xina, per\u00f2 les empreses d’all\u00e0 exportaven molt i ara aix\u00f2 s’ha frenat. Hi ha empreses xineses establertes a Europa, com Huawei<\/strong>, que amb la seva tecnologia avan\u00e7ada i la seva bona gesti\u00f3 contribueixen a facilitar la digitalitzaci\u00f3 de l’activitat de les empreses i les persones. Gr\u00e0cies a empreses com Huawei tenim una de les millors infraestructures per telecomunicarnos i teletreballar.<\/p>\n

L’economia xinesa seguir\u00e0 creixent i en els propers anys ser\u00e0 la primera economia del m\u00f3n. Aix\u00f2 no cau b\u00e9 als Estats Units i seria horrible per al seu president, Donald Trump<\/strong>, llegir a la premsa nord-americana el titular: “L’economia xinesa supera l’economia nord-americana”. Aix\u00f2 porta als Estats Units a buscar i de vegades a inventar o aplicar a totes les empreses xineses algun problema de mala gesti\u00f3 o de gesti\u00f3 fraudulenta. A la companyia Huawei, un dels l\u00edders mundials en digitalitzaci\u00f3, se la va acusar d’apropiar-se de forma indeguda d’informaci\u00f3 tecnol\u00f2gica d’empreses americanes i se li va impedir desenvolupar-se al mercat nord-americ\u00e0. No va ser el primer cas doncs fa ja m\u00e9s d’una d\u00e8cada a l’empresa xinesa Mindray<\/strong>, fabricant d’equips d’an\u00e0lisi m\u00e8dic, tamb\u00e9 se li va tancar la porta, tot i que Mindray va tenir l’habilitat de, amb gran discreci\u00f3, sortir a la borsa al Nasdaq<\/strong> , a Nova York. Aconseguit aix\u00f2 va ser molt dif\u00edcil seguir posant-li traves.<\/p>\n

La realitat \u00e9s que gaireb\u00e9 tots els pa\u00efsos del m\u00f3n han posat dificultats a la seva internacionalitzaci\u00f3, particularment a l’entrada d’empreses d’altres pa\u00efsos. No va ser tampoc f\u00e0cil per a algunes empreses pioneres aconseguir entrar al mercat xin\u00e8s. Per\u00f2 molts pa\u00efsos, sobretot els europeus, han superat el problema i reben b\u00e9 a les empreses xineses i les seves empreses s\u00f3n tamb\u00e9 ben rebudes all\u00e0. Huawei \u00e9s una empresa molt ben establerta a Espanya, hi ha inversi\u00f3 xinesa al port de Barcelona, \u200b\u200bi tenim establertes a Espanya empreses xineses en tots els sectors. Tamb\u00e9 tenim empreses espanyoles ben posicionades a la Xina. En un bon centre comercial a la Xina veurem una botiga de Zara<\/strong> (una marca de prestigi a la Xina), per\u00f2 el fabricant espanyol de components per al sector de l’autom\u00f2bil Gestamp<\/strong> ha establert 11 plantes a la Xina, un 10% de les seves plantes al m\u00f3n.<\/p>\n

Per sobreviure a llarg termini les empreses han de tenir pres\u00e8ncia rellevant en els grans mercats del m\u00f3n i aix\u00f2 implica el seu desenvolupament a Europa, a la Xina i als Estats Units, per\u00f2 a m\u00e9s, a mesura que avancem, Llatinoam\u00e8rica, \u00cdndia, \u00c0frica, guanyen import\u00e0ncia. La globalitzaci\u00f3 \u00e9s necess\u00e0ria. Per\u00f2 estudiant el problema durant anys arribes a la conclusi\u00f3 que “un bon model de negoci \u00e9s global”. A un alt directiu europeu, xin\u00e8s, afric\u00e0, nord-americ\u00e0 o brasiler li pot resultar atractiu conduir un Audi<\/strong> o un BMW<\/strong>. I no cal adaptar el cotxe a cada zona. El mateix passar\u00e0 amb un producte farmac\u00e8utic o amb una marca de prestigi com Chanel<\/strong>, per exemple.<\/p>\n

La tecnologia digital ha incrementat la velocitat de l’activitat empresarial. La informaci\u00f3 flueix amb m\u00e9s rapidesa, m\u00e9s qualitat i m\u00e9s quantitat. \u00c9s m\u00e9s f\u00e0cil con\u00e8ixer millor el mercat, en el qual estem o en els quals no hi som, el comportament dels clients, dels possibles prove\u00efdors, dels competidors. Una empresa que hagi assolit una dimensi\u00f3 global t\u00e9 m\u00e9s possibilitats de creixement i de lideratge competidor superiors a les d’altres empreses del seu sector que tenen la seva pres\u00e8ncia limitada geogr\u00e0fica i culturalment. Per\u00f2 com he esmentat, l’important \u00e9s el model de negoci, no el profund coneixement de la cultura d’un pa\u00eds.<\/p>\n

\"Dr.

Dr. Pedro Nueno<\/p><\/div>\n

En el meu m\u00f3n de l’ensenyament en el camp de la direcci\u00f3 d’empreses he tingut l’honor d’haver estudiat a Harvard<\/strong> i despr\u00e9s haver treballat amb ells a tot el m\u00f3n, d’haver estat acceptat com a professor a l’IESE<\/strong> i d’haver col\u00b7laborat en el llan\u00e7ament d’escoles de direcci\u00f3 d’empreses a l’Argentina, Col\u00f2mbia, M\u00e8xic, Portugal, Europa de l’Est i sobretot a la Xina. El model que jo vaig aprendre a la Harvard Business School<\/strong> \u00e9s el mateix que he aplicat en el llan\u00e7ament i desenvolupament d’altres escoles al m\u00f3n i ha funcionat correctament. A m\u00e9s, alg\u00fa que sigui un professor excel\u00b7lent a l’IAE<\/strong> a Argentina, a IPADE<\/strong> a M\u00e8xic, ho ser\u00e0 tamb\u00e9 al CEIBS<\/strong> a la Xina (si parla b\u00e9 angl\u00e8s o millor encara si parla angl\u00e8s i xin\u00e8s). Per\u00f2 no ser\u00e0 necessari per a aconseguir aquest \u00e8xit con\u00e8ixer la hist\u00f2ria o la cultura xinesa. L’\u00e8xit empresarial dep\u00e8n del futur, no del passat, i d’encertar amb el que voldran aquests clients cada vegada m\u00e9s semblants a tot el m\u00f3n.<\/p>\n

Un company del meu doctorat a Harvard que despr\u00e9s seria un prestigi\u00f3s professor al INSEAD a Europa, Charles Waldman<\/strong>, tenia una classe en la qual explicava que la millor manera d’entendre el mercat d’un pa\u00eds era visitar en ell un centre comercial. I explicava en quines coses calia fixar-se. Naturalment, fa 20 anys un centre comercial no era el mateix a Europa que als Estats Units, i a la Xina, per exemple, hi havia pocs centres comercials i eren molt diferents als que veiem avui. Actualment, el que ens demostraria el model de Charles Waldman seria la gran semblan\u00e7a entre un centre comercial a Boston, a Barcelona i a Xangai. Hi ha moltes botigues i, sobretot, molt\u00edssimes marques que les trobar\u00edem en tots els centres comercials, per\u00f2, a m\u00e9s, si anem passant per all\u00e0 durant anys, veurem com algunes botigues locals van desapareixent. Pensem en un bon model de negoci global i sobretot en augmentar la nostra velocitat. Innovar cont\u00ednuament, facilitant als nostres clients millorar els seus productes o els seus serveis i buscant m\u00e9s efici\u00e8ncia i bons costos. Recordem que les persones s\u00f3n la clau i que amb formaci\u00f3 i escoltant podem entusiasmar-les.<\/p>\n","protected":false},"excerpt":{"rendered":"

Pedro Nueno Titular de la C\u00e0tedra Fundaci\u00f3 Bertran d’Iniciativa Empresarial de l’Escola de Negocis IESE, president de l’Escola de Negocis Internacional Xina-Europa i acad\u00e8mic de n\u00famero de la Reial Acad\u00e8mia Europea de Doctors-Barcelona 1914 (RAED) Sumits en l’atac del coronavirus veiem que el seu impacte en l’economia espanyola (i en l’economia mundial) ser\u00e0 rellevant. Ens […]<\/p>\n","protected":false},"author":12,"featured_media":89906,"comment_status":"open","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],"tags":[],"class_list":["post-89886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-coronavirus-des-del-coneixement","category-economia-i-politica","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nXina i l'economia global davant el coronavirus - Reial Acad\u00e8mia Europea de Doctors<\/title>\n<meta name=\"description\" content=\""Un bon model de negoci \u00e9s global". 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