This website uses cookies to ensure you have the best experience. Learn more

Innovacion Y Compras Essay

4609 words - 19 pages

Innovando la innovación
Ricardo Úbeda Sales* Carlos Moslares García*

Si bien es cierto que la innovación siempre ha estado presente en la actividad humana, nunca había sido tan protagonista como lo es hoy para explicar el éxito en cualquier actividad empresarial. Por otra parte, ya no podemos pensar en la innovación como resultado exclusivo de la actividad derivada de la I+D sino que hemos de enfrentar la innovación desde todos los planos posibles y no sólo desde la definición del producto. Finalmente, atribuir la innovación exclusivamente a las empresas de mayor tamaño es autolimitar la capacidad de las pymes en su crecimiento. La innovación debe estar presente en cualquiera de nuestras ...view middle of the document...

2. Innovar o no innovar: ésa no es la cuestión
La asimilación y generación de innovaciones es sin duda el factor que ha contribuido en mayor medida a la introducción




CUADRO 1 PRINCIPALES INDICADORES FINANCIEROS DE EMPRESAS INNOVADORAS Y NO INNOVADORAS Líderes en innovación Margen bruto ......................... EBITDA .................................. Ventas provenientes de nuevos productos .................. Tasa de retención de clientes................................... 68 35 10 19 No innovadoras 34 12 4 10

Fuente: 2006 AT Kearney Assessment of Excellence in Innovation.


del cambio en la empresa y al mantenimiento de su competitividad. Son numerosos los estudios que muestran que los nuevos productos ayudan tanto a mantener la cuota de mercado de la empresa como a incrementar los beneficios en esos mismos mercados. Incluso en los mercados más maduros y estables, el mantenimiento y el crecimiento en las ventas se logran por medio de diseño, calidad o adaptación del producto a características específicas de los clientes. Un ejemplo de las aportaciones de la innovación a la mejora de la rentabilidad de las empresas puede verse en el estudio realizado por AT Kearney entre 350 empresas, algunas de ellas empresas líderes en innovación y otras empresas no innovadoras. Las diferencias pueden apreciarse en el Cuadro 1. Las medidas o indicadores puramente financieros muestran las ventajas económicas que aporta innovar, sin embargo, estas mejoras financieras son la consecuencia de las implicaciones que la innovación tiene sobre la posición competitiva de la empresa. Innovar, aparte de las mejoras financieras que pueden verse en el cuadro anterior, implica fundamentalmente ofrecer valor al cliente. Las empresas sólo sobreviven si generan valor para sus clientes y son capaces de quedarse con parte de ese valor, y, además, lo hacen de modo sostenido en el tiempo.

El cliente percibe el valor cuando se le entrega un producto o servicio diferente a lo que le ofrece la competencia. Cuando se logra transmitir valor al cliente, se consigue obtener un plus en el precio, desmarcarse en el mercado, evitar imitaciones, crear una cultura diferente en la organización, y satisfacer mejor al cliente. Innovar no es un hecho que permite tan solo mejorar los márgenes, innovar es una actividad que genera ventajas competitivas que permiten mantener un modelo de negocio a largo plazo, es decir, permite sobrevivir, consolidar y crecer a la empresa. La cuestión se basa en cómo y en qué innovar.

3. ¿Qué hay de nuevo en la innovación?
El modo de innovar ha evolucionado en el tiempo, aunque ciertas premisas se han mantenido inalteradas; una de ellas es la finalidad de la innovación. Innovar debe servir para mantener sostenidamente las ventajas competitivas que permiten sobrevivir a las empresas. Fundamentalmente se traduce en...

Other Papers Like Innovacion Y Compras

Holidays In Albania Essay

1636 words - 7 pages Have you ever thought about having exciting and incredibly cheap vacations? Albania might be the right choice. According to My Travel Guide, Albania is ranked the fourth among ten places worth visiting in Eastern Europe (“Top 10 Eastern European Destinations”). One can encounter three kinds of vacations in this Mediterranean country: winter, summer, and cultural. The ideal places to spend your winter vacations are the Albanian Alps. They are

A Heart Of Darkness Essay

1748 words - 7 pages In this short story, there are frequent significant subject and ideas that make the story, "A Heart of Darkness," by Joseph Conrad, and haunting novel. The main theme is absolute white power over the natives. The theme validates the corruption, and the dependence caused by the white people as they took over the Congo. White men were giving all the power; they had no self-control, and in the end they did not use wisely. The white men became

The Aspects Of Vulnerability Among The Exploited In Medical Research

2287 words - 10 pages Essentially, everyone is in some state of vulnerability. However, some of us are more susceptible to harm due to our vulnerabilities. The susceptible are the individuals with the greatest risk. These individuals risk the loss of their autonomy, and maybe even their lives. Vulnerable populations can be found in every subset of society. However, as previously mentioned, there are some vulnerable populations that are at an even greater risk than

The Hitchhiker’S Guide To The Galaxy

1171 words - 5 pages The Hitchhiker’s Guide to the Galaxy As the human race makes life-changing discoveries, it is made apparent that there is always more to learn as the universe, instead of becoming familiar, is becoming absurd. The Hitchhiker’s Guide to the Galaxy, written by Douglas Adams, as well as the 2005 film adaption, portrays absurdity to be an all-encompassing system in the universe. Through the introduction and attempt to understand lack of reason, the

The Ford Motor Company Wage Increase Of 1914 And The Theory Of Incentives And Efficiency Wages

1252 words - 6 pages ‘It’s not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages’ (Henry Ford, cited in Johnson and Weinstein 2004, p. 2). When the Ford Motor Company announced that it would more than double the wages of its workers in January 1914 to a ‘five-dollar day’ minimum, was this a contradiction to Henry Ford’s statement? If customers are actually the ultimate payers of wages, then more than

Historical Analysis Of The Economical Breakthroughs Of The Industrial Revolution

1396 words - 6 pages A Historical Analysis of the Economical Breakthroughs of the Industrial Revolution During the Industrial Revolution, many elements of society experienced huge breakthroughs that would change the way they functioned forever. Economics were definitely one of them. With many new inventions and many factories appearing, many, many, more resources were being created than ever before. Also, all of the revenue from these resources was being given to

Leadership Portrayed in Monologue from Shakespeare’s Henry V

1214 words - 5 pages Leadership is defined as a socially constructed process and which also affect organizational future outcomes. Leader is someone at high position who have overall duty for an organization, she or he decide what to do and the way how to achieve it. (Carter and Greer, 2013)The role of leader is extremely important for an organization, leader use their own power to influence the followers though many different ways such as motivation in order to

Cuba Civil Rights

1906 words - 8 pages Picture a country that has limits on how much you can make random government imprisonments and more what do you do. That is the situation for the eleven million seventy-five thousand two hundred forty-four people of Cuba since the takeover of Fidel Castro. The US is opposed to Castro taking control of Cuba. Castro managed to ease the United States nerves when he said that Cuba was against all forms of communism. According to Lana Wylie the Union

US Freight System

1273 words - 6 pages General Environment Each American requires the movement of approximately 40 tons of freight per year across the freight network. This includes everything from shirts to lawn mower to orange juice. • As the U.S. population expands, the U.S. freight system will be called upon to meet the demands of a larger population • Between 2010 and 2035, the system will experience a 22 percent increase in the total amount of tonnage it moves • By 2050, with

Democratic Peace Theory

1852 words - 8 pages Intro: US Presidents have made it a goal during their term(s) in office to establish a good relationship with foreign countries and even try to improve upon existing connections with our allies. Some believe it is to prevent conflicts between the countries while others dispute that it is a threat assessment by the United States to pick and choose their friends and enemies. Preventing conflict between two democracies or countries that practice

Booker T. Washington

1621 words - 7 pages “Success is to be measured not so much by the position that one has reached in life as by the obstacles which he has overcome” –Booker T. Washing. Booker Taliaferro Washington was born in Hale’s Ford, Virginia on April 5th, 1856 to Jane Burroughs and an unknown White man. Washington was married three times. His first wife was Fannie N. Smith from Malden, West Virginia. Booker and Fannie were married in the summer of 1882 and had one child

Related Essays

Plan De Marketing Essay

3803 words - 16 pages caracteristicas que màs caracterizaràn la empresa frente a la competencia alcanzando el objetivo de fidelizaciòn de los clientes que reconoceràn el compromiso de la empresa en este sentido.  Valor recibido por el cliente Profesionalidad Comunicacion Confianza Innovacion Mejora continua 1 MAPA DE POSICIONAMIENTO Alto Precio Baja Calidad Alta Calidad Entrega… y Fiesta! Bajo Precio Se han puesto en el analis los

Freedom And Responsibility Essay

2141 words - 9 pages Built within the Constitution of the United States are specifically defined freedoms that are guaranteed to all citizens. Conversely, with every constitutional freedom there comes a corresponding responsibility. On September 25, 1789, the state legislature’s twelve proposed amendments were transmitted by congress, the first two dealing with congressional representation and congressional pay. The following numbers three through twelve were

Hate Crime Laws Essay

2348 words - 10 pages On June 7, 1998, 49-year-old James Byrd Jr. of Texas accepted a ride from three white men, who then beat him severely, urinated on him, chained him by his ankles to the back of their pick-up truck, dragged him for three miles into the countryside, and dumped his corpse in front of an African-American cemetery (Graczyk). A little over a year later, a jury sentenced ring leader John King to death by lethal injection (“Man Executed for Dragging

Rational Emotional Behavior Therapy Case Study Conceptualization And Treatment Plan

2140 words - 9 pages Rational Emotional Behavior Therapy Case Study of Sarah: A Conceptualization and Treatment Plan Rational emotive behavior therapy, REBT, was developed by Albert Ellis and holds the central belief that the events in our lives do not cause our disturbances but that they are instead caused by our view of the events (Murdock, 2009). Murdock (2009) states that “people are seen as responsible for their behavior” (p. 279) but, because they are