tag:blogger.com,1999:blog-70666624560828923072024-02-08T07:09:58.559-08:00ADMINISTRACION DE EMPRESASAdministradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.comBlogger1075125tag:blogger.com,1999:blog-7066662456082892307.post-9132372938288648082012-09-21T18:00:00.002-07:002012-09-21T18:00:52.957-07:00BUSQUEDA Y SELECCIÓN DE PROVEEDORES<br />
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<li class="MsoNormal"><b><i><u><span lang="ES">Para poder iniciarse en las actividades<o:p></o:p></span></u></i></b></li>
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<span lang="ES">Las empresas necesitan adquirir productos y
servicios. Las personas o empresas que suministran productos y servicios a
otras empresas se denominan <u>proveedores</u>.<o:p></o:p></span></div>
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<span lang="ES">Todas las empresas deben realizar un proceso
de búsqueda y selección de proveedores cuyo propósito es establecer una lista
de las empresas que fabrican los productos que nos interesan para solicitarles
información y luego elegir la más adecuada a nuestros intereses. <o:p></o:p></span></div>
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<span lang="ES">Una vez que han buscado proveedores se procede
a la selección de los más adecuados. No es muy recomendable tener un solo
proveedor, es mejor distribuir nuestras compras entre varios proveedores para
que la empresa no se quede sin abastecimiento si un proveedor falta.<o:p></o:p></span></div>
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<li class="MsoNormal"><b><i><u><span lang="ES">Proceso de búsqueda de proveedores<o:p></o:p></span></u></i></b></li>
</ol>
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<span lang="ES">Antes de comenzar la búsqueda, se ha de tener
muy claro cuales son los productos que se necesita adquirir, de que calidad y
en que cantidad para que la selección se realice comparando productos de
iguales o mas similares características.<o:p></o:p></span></div>
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<span lang="ES">Una vez realizado este análisis comienza el
proceso de selección en el que se identifican tres frases: búsqueda de
información, solicitud de información y selección de proveedores.<o:p></o:p></span></div>
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<u><span lang="ES">1º BUSQUEDA DE INFORMACION</span></u><span lang="ES"> </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> Internet, prensa, radio, TV,
publicaciones especializadas, ferias y exposiciones, asociaciones
empresariales, bases de datos públicas y privadas, anuarios económicos, otras
fuentes.<o:p></o:p></span></div>
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<u><span lang="ES">2º SOLICITUD DE INFORMACION</span></u><span lang="ES"> </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> Sobre: condiciones económicas,
condiciones técnicas y servicio post venta. Mediante: carta, representante o
visitas personales.<o:p></o:p></span></div>
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<u><span lang="ES">3º EVALUACION Y SELECCIÓN DE PROVEEDORES</span></u><span lang="ES"> </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> Realización de: una ficha de proveedor
y cuadro comparativo de las condiciones. Criterios de selección: económica y de
calidad.<o:p></o:p></span></div>
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<b><u><span lang="ES">MODELO
DE CARTA DE SOLICITUD DE INFORMACION<o:p></o:p></span></u></b></div>
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<span lang="PT-BR">
Cádiz, 10 de Enero, 2007 <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="PT-BR" style="font-family: Wingdings; mso-ansi-language: PT-BR; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">v<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="PT-BR">Asunto:
solicitud de informacion<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="PT-BR" style="font-family: Wingdings; mso-ansi-language: PT-BR; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">v<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="PT-BR">N/Ref:
MG/d<o:p></o:p></span></div>
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<span lang="PT-BR">Señores/as:<o:p></o:p></span></div>
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<span lang="ES">Próximamente vamos a inaugurar un
establecimiento dedicado a la distribución y venta al por mayor de material
eléctrico y pequeños electrodomésticos.<o:p></o:p></span></div>
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<span lang="ES">En estos momentos estamos inmersos en un
proceso de búsqueda y selección de proveedores de cables. Con el fin de conocer
los artículos que su empresa nos puede suministrar les rogamos que nos remitan
un catalogo donde aparezcan descritas las características y precios de los
artículos que ustedes fabriquen.<o:p></o:p></span></div>
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<br /></div>
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<span lang="ES">Al mismo tiempo, les agradecemos que nos faciliten
información sobre los siguientes aspectos de sus productos:<o:p></o:p></span></div>
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<br /></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES">Precios unitarios<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES">Descuento comercial<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES">Forma de pago<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES">Gastos (porte, seguros, embalajes…)<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES">Plazo de entrega<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES">Servicio post venta<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES">Periodo de garantía<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES">Recarga de aplazamiento<o:p></o:p></span></div>
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<span lang="ES">Esperamos recibir la información solicitada en
la forma mas completa posible antes del 25 de enero.<o:p></o:p></span></div>
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Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com1tag:blogger.com,1999:blog-7066662456082892307.post-9812986280286568962012-09-21T18:00:00.000-07:002012-09-21T18:00:04.166-07:00LA EMPRESA<br />
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<b><i><u><span lang="ES">1. La Función Económica De Las Empresas<o:p></o:p></span></u></i></b></div>
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<span lang="ES">La empresa se puede definir como una unidad
económica de producción en la que se combinan una serie de factores como
capital (maquinas, edificios…) trabajo y recursos naturales, bajo la dirección
de un empresario para producir bien esos servicios que serán vendidos en el
mercado con objeto de obtener el máximo beneficio.<o:p></o:p></span></div>
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<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l1 level2 lfo1; tab-stops: list 18.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><b><i><span lang="ES">1.1<span style="font-size: 7pt; font-style: normal; font-weight: normal;"> </span></span></i></b><!--[endif]--><b><i><u><span lang="ES">Ciclo De Producción Y Ciclo
Económico De Las Empresas<o:p></o:p></span></u></i></b></div>
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<!--[if !supportLists]--><span lang="ES">-<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES">Ciclo de producción</span></u><span lang="ES"> </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> las empresas compran materias primas,
productos terminados y productos semielaborados que son almacenados y luego
utilizados en la fabricación. Una vez que la empresa ha obtenido los productos
terminados se almacenan para ser distribuidos y vendidos entre los clientes.<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES">-<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES">Ciclo económico</span></u><span lang="ES"> </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> paralelamente el ciclo de producción
existe un ciclo económico que esta formado por dos flujos </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> uno de ingresos constituido por el dinero<o:p></o:p></span></div>
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<span lang="ES">obtenido de las
ventas y otro de gastos ocasionados por los pagos a los proveedores, trabajadores y el resto de sus
costes. Si los ingresos obtenidos son superiores a los costes, surge el
beneficio, en el caso contrario sufren perdidas.<o:p></o:p></span></div>
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<!--[if !supportLists]--><b><i><span lang="ES">1.2<span style="font-size: 7pt; font-style: normal; font-weight: normal;"> </span></span></i></b><!--[endif]--><b><i><u><span lang="ES">Clasificación de las empresas<o:p></o:p></span></u></i></b></div>
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<ul style="margin-top: 0cm;" type="disc">
<li class="MsoNormal"><span lang="ES">Las empresas se puede clasificar desde distintos puntos de vista:<o:p></o:p></span></li>
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<u><span lang="ES">a) Según el sector de actividad:<o:p></o:p></span></u></div>
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<span lang="ES"> </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> S. primario: empresas mineras, pesqueras…<o:p></o:p></span></div>
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<span lang="ES"> </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> S.
secundario: industrias y construcción.<o:p></o:p></span></div>
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<span lang="ES"> </span><span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> S. terciario: sector servicios, empresas de transporte, comercios…<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES">Según el ámbito geográfico de
actuación:<o:p></o:p></span></u></div>
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<span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> Teniendo
en cuenta el territorio en que las empresas realizan y desarrollan sus
actividades se pueden clasificar en: locales, regionales, nacionales y sus
multinacionales. <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES">Según la titularidad del
capital<o:p></o:p></span></u></div>
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<span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES">
Dependiendo que el capital este en manos de particulares de alguna
administración publica o compartido entre particulares y las administraciones,
las empresas pueden ser: <o:p></o:p></span></div>
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<span lang="ES">- <u>Privadas</u>:
sus propietarios son todos particulares, por ejemplo: el corte ingles.<o:p></o:p></span></div>
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<span lang="ES"> <o:p></o:p></span></div>
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<span lang="ES">- <u>Públicas</u>:
pertenecen por entero a alguna administración pública, por ejemplo: RENFE,
RTEV. <o:p></o:p></span></div>
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<span lang="ES">-
<u>Mixtas</u>: la propiedad esta compartida entre la iniciativa privada y la
pública, por ejemplo: tabacalera. <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES">d)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES">Según su forma jurídica<o:p></o:p></span></u></div>
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<span lang="ES" style="font-family: Wingdings; mso-ascii-font-family: "Times New Roman"; mso-char-type: symbol; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Wingdings;">à</span><span lang="ES"> La empresa la puede constituir una sola persona o un colectivo de
personas al que llamamos sociedad.<o:p></o:p></span></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-4814399610221529352012-09-21T17:49:00.001-07:002012-09-21T17:49:12.207-07:00LA CONTABILIDAD DENTRO DE LA EMPRESA<br />
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<span lang="ES-TRAD"> La contabilidad es un
sistema que suministra información fundamental para la toma de decisiones
empresariales. La información tiene que ser:<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Comprensible:</span></u><span lang="ES-TRAD"> Todos debemos entender fácilmente su significado. El lenguaje debe
ser sencillo y claro.<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Fiable:</span></u><span lang="ES-TRAD">
No deben existir errores significativos que puedan hacernos tomar decisiones
irrevocadas.<u><o:p></o:p></u></span></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Oportuna:</span></u><span lang="ES-TRAD">
Debemos recibir información en el momento adecuado y con la agilidad suficiente
que nos permita actuar con eficacia.<u><o:p></o:p></u></span></div>
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<b><span lang="ES-TRAD" style="font-size: 16.0pt; mso-ansi-language: ES-TRAD;"> </span></b><b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">Finalidad
de la contabilidad<o:p></o:p></span></b></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Informar de la situación en que se encuentra una empresa para la toma
de decisiones.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Cumplir con las obligaciones impuestas por las administraciones
(impuestos).<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Informar a terceras personas como los bancos (para la concesión de
préstamos) accionistas (para conocer la evolución de su inversión) o a los
proveedores (las empresas suministradoras deben saber si la empresa está en
condiciones de pagar antes de decidirse a vender las materias primas).<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; tab-stops: 0cm;">
<br /></div>
<div class="MsoNormal" style="margin-left: 18.0pt; tab-stops: 0cm;">
<b><span lang="ES-TRAD" style="font-size: 16.0pt; mso-ansi-language: ES-TRAD;"> El </span></b><b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">patrimonio</span></b><b><span lang="ES-TRAD" style="font-size: 16.0pt; mso-ansi-language: ES-TRAD;"><o:p></o:p></span></b></div>
<div class="MsoNormal" style="margin-left: 18.0pt; tab-stops: 0cm;">
<br /></div>
<div class="MsoNormal">
<span lang="ES-TRAD"> Está formado por el
conjunto de bienes, derechos y obligaciones del empresario debidamente
valoradas en relación al fin al que se destina.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="ES-TRAD"> El patrimonio se
divide en 3 partes fundamentales:<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l4 level1 lfo3; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">1.<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Activo.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l4 level1 lfo3; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">2.<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Pasivo.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l4 level1 lfo3; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">3.<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Neto patrimonial.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; tab-stops: 0cm;">
<br /></div>
<div class="MsoNormal" style="margin-left: 36.0pt; tab-stops: 0cm;">
<u><span lang="ES-TRAD">Activo:</span></u><span lang="ES-TRAD"> Comprende el conjunto de bienes
y derechos a favor de la empresa. Ej.: Dinero en una cuenta corriente, un
ordenador, una furgoneta, un préstamo concedido a otras empresas.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; tab-stops: 0cm;">
<u><span lang="ES-TRAD">Pasivo:</span></u><span lang="ES-TRAD"> Comprende todas las
obligaciones de la empresa. Ej.: Si pido un préstamo, tengo la obligación de
devolverlo. Si compro mercancías, tengo la obligación de pagarlas.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; tab-stops: 0cm;">
<u><span lang="ES-TRAD">Neto patrimonial:</span></u><span lang="ES-TRAD"> La diferencia entre el pasivo y
activo.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 36.0pt; tab-stops: 0cm;">
<b><span lang="ES-TRAD" style="font-size: 16.0pt; mso-ansi-language: ES-TRAD;"> </span></b><b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">Definición de cuenta<o:p></o:p></span></b></div>
<div class="MsoNormal" style="margin-left: 36.0pt; tab-stops: 0cm;">
<br /></div>
<div class="MsoNormal">
<span lang="ES-TRAD"> Es un método de
representación de un elemento patrimonial con expresión de su valor. Cada
cuenta tiene un título que se corresponde con el nombre de los elementos
patrimoniales que recogen.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span lang="ES-TRAD" style="font-size: 16.0pt; mso-ansi-language: ES-TRAD;"> </span></b><b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">Elementos
patrimoniales<o:p></o:p></span></b></div>
<div class="MsoNormal" style="margin-left: 18.0pt; tab-stops: 0cm;">
<br /></div>
<div class="MsoNormal">
<b><u><span lang="ES-TRAD">Activo:<o:p></o:p></span></u></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Caja:</span></u><span lang="ES-TRAD">
Representa el dinero en efectivo de la empresa.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Bancos:</span></u><span lang="ES-TRAD">
Representa el dinero que tiene la empresa en cualquier entidad bancaria o
cuando empleamos un cheque.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Mercaderías:</span></u><span lang="ES-TRAD"> Género que habitualmente la empresa compra y posteriormente vende.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">d)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Clientes:</span></u><span lang="ES-TRAD">
Personas o empresas que nos compran mercaderías y tenemos un derecho de cobro
frente a ella.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">e)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Terrenos y bienes naturales:</span></u><span lang="ES-TRAD"> Representa el valor de los solares propiedad
de la empresa.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">f)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Maquinaria:</span></u><span lang="ES-TRAD"> Representa las máquinas de la empresa.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">g)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Construcciones:</span></u><span lang="ES-TRAD"> Representa el valor de los edificios de la empresa.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">h)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Elementos de transporte:</span></u><span lang="ES-TRAD"> Representa los vehículos de la empresa.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">i)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Mobiliario:</span></u><span lang="ES-TRAD"> Recoge el valor de los muebles y material de oficina.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">j)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Equipos para el proceso de la información (E.P.I.) : </span></u><span lang="ES-TRAD">Recoge el valor de los equipos electrónicos y
ordenadores.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">k)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Deudores:</span></u><span lang="ES-TRAD">
Personas o empresas que compran a nuestra empresa elementos distintos de
mercaderías y frente a las cuales tenemos un derecho de cobro.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l3 level1 lfo4; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">l)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Efectos en cartera:</span></u><span lang="ES-TRAD"> Recoge el valor de las letras de cambio que vamos a cobrar. Una letra
de cambio es un documento que obliga a pagar una determinada cantidad en una
determinada fecha.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><u><span lang="ES-TRAD">Pasivo:<o:p></o:p></span></u></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo5; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Proveedor:</span></u><span lang="ES-TRAD">
Personas o empresas que nos venden mercadería y con las cuales tenemos una
obligación de pago.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo5; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Proveedor de inmovilizado:</span></u><span lang="ES-TRAD"> Personas o empresas que nos vende
inmovilizado y que tenemos una obligación de pago. El inmovilizado es:
terrenos, ordenadores, elementos de transporte, mobiliario, maquinaria y
construcción.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo5; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Acreedor:</span></u><span lang="ES-TRAD">
Personas o empresas que nos rendan elementos distintos de inmovilizado y
mercaderías. Por ejemplo: luz, agua, teléfono.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo5; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">d)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Efectos a pagar:</span></u><span lang="ES-TRAD"> Son letras que tenemos obligación de pagar.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo5; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">e)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Deudas a corto plazo:</span></u><span lang="ES-TRAD"> Préstamos que tenemos que beber en menos de un año.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo5; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">f)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Deudas a largo plazo:</span></u><span lang="ES-TRAD"> Préstamos a devolver a un plazo superior a un año.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo5; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">g)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Capital:</span></u><span lang="ES-TRAD">
Dinero u otros elementos que los empresarios aportan a la empresa.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo5; tab-stops: 0cm list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">h)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Reservas:</span></u><span lang="ES-TRAD">
Beneficios que no se distribuyen entre los socios y que se quedan dentro de la
empresa.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-76519597085145477012012-09-21T17:47:00.005-07:002012-09-21T17:47:35.953-07:00Formas jurídicas que puede adoptar una empresa<br />
<div class="MsoNormal" style="text-indent: 35.4pt;">
<span lang="ES-TRAD">No existe una regla exacta que se pueda
aplicar para escoger la forma jurídica de la empresa, pero sí contamos con una
variedad de aspectos que influyen en esa elección y cuyo estudio nos puede ser
de gran ayuda, estos aspectos son:<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l6 level1 lfo1; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Responsabilidad.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l6 level1 lfo1; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Nº mínimo de socios exigido por ley.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l6 level1 lfo1; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Capital social mínimo.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l6 level1 lfo1; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">d)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Aspectos fiscales.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l6 level1 lfo1; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">e)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Otros requisitos.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt;">
<br /></div>
<div class="MsoNormal" style="margin-left: 88.8pt; mso-list: l5 level1 lfo2; tab-stops: list 88.8pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">La responsabilidad:</span></u><span lang="ES-TRAD"> entendemos por responsabilidad como la obligación de responder por
las deudas y demás imposiciones o exigencias que adquiere la empresa en el
desarrollo de su actividad empresarial.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt;">
<br /></div>
<div class="MsoNormal" style="margin-left: 70.8pt; text-indent: 18.0pt;">
<span lang="ES-TRAD">Tenemos 2 tipos de
responsabilidad:<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-left: 88.8pt; mso-list: l0 level1 lfo3; tab-stops: list 88.8pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">1.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Limitada:</span></u><span lang="ES-TRAD">
La responsabilidad se limita al capital bienes y derechos que son propiedad de
la empresa no alcanzando al patrimonio personal de los socios o accionistas.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 88.8pt; mso-list: l0 level1 lfo3; tab-stops: list 88.8pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">2.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Ilimitada:</span></u><span lang="ES-TRAD">
En este caso la responsabilidad por las deudas y obligaciones contraídas por la
empresa afecta al capital bienes y derechos que sean propiedad de la empresa
pero además abarca al patrimonio personal de los socios si el de la empresa no
es suficiente para satisfacer todas esas deudas y obligaciones personales.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 53.25pt;">
<br /></div>
<div class="MsoNormal" style="margin-left: 88.8pt; mso-list: l5 level1 lfo2; tab-stops: list 88.8pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Nº mínimo de socios exigido por la ley:</span></u><span lang="ES-TRAD"> Hace referencia al número de personas que
van a intervenir como promotores de la empresa.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 88.8pt; mso-list: l5 level1 lfo2; tab-stops: list 88.8pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Capital social mínimo:</span></u><span lang="ES-TRAD"> Para algunas formas jurídicas la ley fija un capital social mínimo
imprescindible para constituir ese tipo de sociedad, en cambio, la ley no
establece límite máximo sobre el capital.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 70.8pt;">
<br /></div>
<div class="MsoNormal" style="text-indent: 35.4pt;">
<span lang="ES-TRAD">El capital social lo podemos definir como el
total aportado por los socios bien sea en dinero, bienes o trabajo para la
constitución puesta en marcha y funcionamiento de la empresa. Por ejemplo las
sociedades limitadas (S.L. o S.R.L.) tienen un capital mínimo de 3.005’06 €.
Las sociedades anónimas (S.A.) de
60.101’21 € y los empresarios individuales no tienen capital social mínimo.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-indent: 35.4pt;">
<br /></div>
<div class="MsoNormal" style="margin-left: 88.8pt; mso-list: l5 level1 lfo2; tab-stops: list 88.8pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">d)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Toda empresa tiene la obligación de pagar a la hacienda pública por
los rendimientos que obtenga de su actividad y el régimen de tributación es
distinto dependiendo de la forma jurídica que tenga la empresa.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 88.8pt; mso-list: l5 level1 lfo2; tab-stops: list 88.8pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">e)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Requisitos o exigencias legales (otros). Existen algunas actividades o
condiciones de la empresa para las que la ley exige una determinada forma
jurídica o bien unos requisitos específicos en cuanto a capital.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 70.8pt;">
<br /></div>
<div class="MsoNormal" style="margin-left: 106.2pt;">
<b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;"> Empresario individual<o:p></o:p></span></b></div>
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<br /></div>
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<span lang="ES-TRAD"> Es aquella persona física con
capacidad leal que realiza de forma habitual una actividad comercial,
industrial o profesional respondiendo de sus obligaciones empresariales de
manera ilimitada, es decir, sin que haya diferencia entre su patrimonio
empresarial y su patrimonio personal.<o:p></o:p></span></div>
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<br /></div>
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<span lang="ES-TRAD"> </span><b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">Sociedades
Anónimas<o:p></o:p></span></b></div>
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<br /></div>
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<span lang="ES-TRAD"> Sociedad constituida por uno o mas
socios cuyo capital social integrado por las aportaciones de los socios es como
mínimo de 60.101’21 € y está dividido en acciones que son unos títulos que
pueden transmitirse libremente. A los socios que ha aportado el capital se les
conoce como accionistas tienen
responsabilidad limitada, es decir,
responde por el valor representado por dichos títulos.<o:p></o:p></span></div>
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<br /></div>
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<span lang="ES-TRAD"> </span><b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">Sociedad
de responsabilidad limitada (S.R.L.O.S.L)<o:p></o:p></span></b></div>
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<br /></div>
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<span lang="ES-TRAD">Es una sociedad mercantil constituida por uno
o mas socios con un capital mínimo de 3.005’06 € integrado por las aportaciones
de los socios y que está dividido en participaciones que no pueden incorporarse
ni denominarse acciones.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 70.8pt; text-indent: 35.4pt;">
<b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">Las Sociedades Cooperativas<o:p></o:p></span></b></div>
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<br /></div>
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<span lang="ES-TRAD"> Son sociedades que asocian como
mínimo a 3 personas físicas para desarrollar una actividad cuyo objeto es
proporcionar puestos de trabajo a los socios a través de la organización en
común de la producción de bienes o servicios para terceros. Pueden existir dos
tipos de miembros:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 89.25pt; mso-list: l3 level1 lfo4; tab-stops: list 89.25pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Socios, que además de aportar capital, presta servicios a la
cooperativa.<u><o:p></o:p></u></span></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Trabajadores, que no aportan capital y únicamente prestan sus servicios a ser contratados por la
cooperativa.<u><o:p></o:p></u></span></div>
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<br /></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 106.65pt; text-indent: 34.95pt;">
<b><u><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">Ejercicio<o:p></o:p></span></u></b></div>
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<br /></div>
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<b><span lang="ES-TRAD">Indica el sector económico al cual pertenecen
las siguientes actividades:<o:p></o:p></span></b></div>
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<br /></div>
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<!--[if !supportLists]--><b><span lang="ES-TRAD">a)<span style="font-size: 7pt; font-weight: normal;"> </span></span></b><!--[endif]--><b><span lang="ES-TRAD">Bisutería – </span></b><span lang="ES-TRAD">Sector Terciario<b><o:p></o:p></b></span></div>
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<!--[if !supportLists]--><b><span lang="ES-TRAD">b)<span style="font-size: 7pt; font-weight: normal;"> </span></span></b><!--[endif]--><b><span lang="ES-TRAD">Colegio – </span></b><span lang="ES-TRAD">Sector
Terciario<b><o:p></o:p></b></span></div>
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<!--[if !supportLists]--><b><span lang="ES-TRAD">c)<span style="font-size: 7pt; font-weight: normal;"> </span></span></b><!--[endif]--><b><span lang="ES-TRAD">Fábrica de conservas – </span></b><span lang="ES-TRAD">Sector Secundario<b><o:p></o:p></b></span></div>
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<!--[if !supportLists]--><b><span lang="ES-TRAD">d)<span style="font-size: 7pt; font-weight: normal;"> </span></span></b><!--[endif]--><b><span lang="ES-TRAD">Empresa pesquera – </span></b><span lang="ES-TRAD">Sector Primario<b><o:p></o:p></b></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l4 level1 lfo5; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><b><span lang="ES-TRAD">e)<span style="font-size: 7pt; font-weight: normal;"> </span></span></b><!--[endif]--><b><span lang="ES-TRAD">Tienda de moda – </span></b><span lang="ES-TRAD">Sector Terciario<b><o:p></o:p></b></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l4 level1 lfo5; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><b><span lang="ES-TRAD">f)<span style="font-size: 7pt; font-weight: normal;"> </span></span></b><!--[endif]--><b><span lang="ES-TRAD">Tienda de electrodomésticos – </span></b><span lang="ES-TRAD">Sector Terciario<b><o:p></o:p></b></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l4 level1 lfo5; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><b><span lang="ES-TRAD">g)<span style="font-size: 7pt; font-weight: normal;"> </span></span></b><!--[endif]--><b><span lang="ES-TRAD">Entidad forestal – </span></b><span lang="ES-TRAD">Sector Primario<b><o:p></o:p></b></span></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l4 level1 lfo5; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><b><span lang="ES-TRAD">h)<span style="font-size: 7pt; font-weight: normal;"> </span></span></b><!--[endif]--><b><span lang="ES-TRAD">Fábrica de ropa – </span></b><span lang="ES-TRAD">Sector Secundario<b><o:p></o:p></b></span></div>
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<!--[if !supportLists]--><b><span lang="ES-TRAD">i)<span style="font-size: 7pt; font-weight: normal;">
</span></span></b><!--[endif]--><b><span lang="ES-TRAD">Banco – </span></b><span lang="ES-TRAD">Sector Terciario<b><o:p></o:p></b></span></div>
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<br /></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 142.2pt; text-indent: 34.8pt;">
<b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;">Franquicia<o:p></o:p></span></b></div>
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<br /></div>
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<span lang="ES-TRAD">Es un contrato del cual una empresa
denominada franquiciador cede a otra denominada franquiciado el derecho de
aportación de un sistema de comercialización y de determinados productos y los
servicios a cambio de contraprestación económica.<o:p></o:p></span></div>
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<br /></div>
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<span lang="ES-TRAD"> El franquiciador es una empresa
aunque también puede ser un profesional que a generado y mantiene un negocio de
éxito y prestigio adquiridos a lo largo de su andadu-<o:p></o:p></span></div>
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<span lang="ES-TRAD">ra
empresarial perfeccionando sus productos y sus procedimientos desarrollando
planes de marketing y registrando marcas.<o:p></o:p></span></div>
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<br /></div>
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<span lang="ES-TRAD"> El franquiciador cuenta con:<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Un producto consolidado.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 89.25pt; mso-list: l1 level1 lfo6; tab-stops: list 89.25pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Una marca conocida y de prestigio.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 89.25pt; mso-list: l1 level1 lfo6; tab-stops: list 89.25pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Un saber hacer (Know How), es decir, un sistema de organización
gestión y dirección del negocio.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="tab-stops: 27.0pt; text-indent: 36.0pt;">
<span lang="ES-TRAD">Por su parte el franquiciado
recibe estos 3 bloques necesarios para la explotación del negocio y a cambio debe
hacer entrega de las siguientes contraprestaciones económicas:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 89.25pt; mso-list: l2 level1 lfo7; tab-stops: list 89.25pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Canon de entrada: es la cantidad inicial que debe pagar el
franquiciado para acceder a la franquicia, por ejemplo 25.000 €<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 89.25pt; mso-list: l2 level1 lfo7; tab-stops: list 89.25pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Canon de ventas (Royalty): es la cantidad que periódicamente debe
pagar el franquiciado. Varia de una a otra franquicia pero generalmente suele
ser un porcentaje sobre el volumen de ventas anuales. Ej.: 4% sobre las ventas.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 89.25pt; mso-list: l2 level1 lfo7; tab-stops: list 89.25pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Canon de publicidad: es una cantidad que pagan todos y cada uno de los
franquiciados que están dentro de la red de un mismo franquiciador para
realizar campañas de publicidad cada franquiciado individualmente le resultaría
complejo y costoso.<o:p></o:p></span></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-7572829576958284302012-09-21T17:47:00.002-07:002012-09-21T17:47:03.072-07:00Clasificación de las empresas<br />
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<!--[if !supportLists]--><span lang="ES-TRAD">a)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">En función del sector económico:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 90.0pt; mso-list: l2 level2 lfo1; tab-stops: list 90.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">1.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Sector Primario:</span></u><span lang="ES-TRAD"> son aquellas empresas que se dedican a obtener su producto
directamente de la naturaleza y pesca.<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">2.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Sector Secundario: </span></u><span lang="ES-TRAD">empresas de construcción e industrias en general.<u><o:p></o:p></u></span></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">3.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Sector Terciario: </span></u><span lang="ES-TRAD">empresas que se dedican a prestar servicios. Por ejemplo: comercios,
banca, hostelería, etc….<u><o:p></o:p></u></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l2 level1 lfo1; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">b)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Según la propiedad de la empresa:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 90.0pt; mso-list: l0 level1 lfo2; tab-stops: list 90.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">1.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Empresa pública:</span></u><span lang="ES-TRAD"> cuando la propiedad de la empresa es pública, es decir, pertenece a
una administración pública.<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES-TRAD">2.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Empresa privada:</span></u><span lang="ES-TRAD"> cuando la propiedad, es decir, su capital está en manos privadas.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 90.0pt; mso-list: l0 level1 lfo2; tab-stops: list 90.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">3.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Empresa mixta:</span></u><span lang="ES-TRAD"> cuando parte de su capital pertenece al sector público y parte al sector
privado.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 54.0pt; mso-list: l2 level1 lfo1; tab-stops: list 54.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">c)<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES-TRAD">Según su tamaño:<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt;">
<br /></div>
<div class="MsoNormal" style="margin-left: 90.0pt; mso-list: l1 level1 lfo3; tab-stops: list 90.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">1.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Empresas pequeñas:</span></u><span lang="ES-TRAD"> entre 1 y 50 trabajadores.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 90.0pt; mso-list: l1 level1 lfo3; tab-stops: list 90.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">2.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Empresas medianas:</span></u><span lang="ES-TRAD"> entre 51 y 250 trabajadores.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 90.0pt; mso-list: l1 level1 lfo3; tab-stops: list 90.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES-TRAD">3.<span style="font-size: 7pt;">
</span></span><!--[endif]--><u><span lang="ES-TRAD">Empresas grandes:</span></u><span lang="ES-TRAD"> mas de 250 trabajadores.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin-left: 35.4pt;">
<span lang="ES-TRAD">En base a este criterio a aquellas empresas
con menos de 250 trabajadores las llamaremos PYMES.</span><b><span lang="ES-TRAD" style="font-size: 14.0pt; mso-ansi-language: ES-TRAD;"><o:p></o:p></span></b></div>
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<br /></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-78289977173586228992012-09-21T17:44:00.002-07:002012-09-21T17:44:25.279-07:00CICLO DE VIDA DEL PRODUCTO <br />
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Fuente :La
función comercial, taller de nuevos empresarios 2 y ESIC<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Cada
producto de una gama pasa a través de varias etapas, que conjuntamente se
denominan ciclo de vida del producto.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">El
ciclo de vida de un producto nace en el momento de su introducción en el
mercado, y termina cuando el producto desaparece del mercado<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Durante
es periodo en que el producto está en el mercado, se pueden diferenciar las
siguientes etapas :<o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l4 level1 lfo2; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">introducción ( I ) <o:p></o:p></span></b></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-weight: bold; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><b><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">crecimiento ( II ) <o:p></o:p></span></b></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-weight: bold; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><b><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">madurez-saturación (
III ) <o:p></o:p></span></b></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-weight: bold; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><b><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">declive ( IV ) <o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">La
duración en el tiempo del ciclo de vida de un producto difiere de uno a otro.
Condicionantes como la moda y la innovación han provocado un acercamiento
paulatino de la duración de la vida de gran parte de los productos y en un %
importante.<o:p></o:p></span></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;"> La longitud del ciclo de vida de un producto
depende de :<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 11.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">proceso
tecnológico. Siempre pueden desarrollarse productos mejores, y a menudo más
baratos, que pueden ser sucesores de los productos existentes. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l1 level3 lfo1; tab-stops: 27.0pt list 36.0pt left 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">cambios en los hábitos
de consumo <o:p></o:p></span></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">*
A continuación, hablaremos de las distintas etapas.<o:p></o:p></span></div>
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<br /></div>
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<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Etapa
I : Introducción<o:p></o:p></span></b></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">El
nuevo producto debe ser viable y capaz de satisfacer las necesidades del
consumidor. Se robustece fuertemente la calidad, porque en esta etapa el
producto debe ser aceptado sin sospechas.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Características :<o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">monopolio
de producción o distribución <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">distribución y venta
reducida <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">gama de fabricación
limitada <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l5 level1 lfo3; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">gran inversión en
publicidad y promoción <o:p></o:p></span></div>
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<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Etapa
II : Crecimiento<o:p></o:p></span></b></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">El
objetivo concreto de esta etapa es aumentar la demanda de mi producto concreto,
pues ya existen competidores.<o:p></o:p></span></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Características :<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo4; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">crecimiento
de la demanda <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">aparecen competidores o
imitadores del producto o servicio <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l3 level1 lfo4; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">los gastos de
publicidad y promoción son inferiores a la etapa anterior <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">aumento de la
distribución del producto <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l3 level1 lfo4; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">reducción del precio
como consecuencia de la aparición de competidores <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l3 level1 lfo4; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">incremento del número
de unidades vendidas, repercutiendo directamente en la disminución de los
costes. <o:p></o:p></span></div>
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<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Etapa
III : Madurez<o:p></o:p></span></b></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Características :<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo5; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">la
demanda se estabiliza <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">gran número de
competidores <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l0 level1 lfo5; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">nueva reducción de los
precios de venta <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l0 level1 lfo5; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">reducción de los
beneficios por parte de las empresas <o:p></o:p></span></div>
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<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">hay que darle nuevos
usos al producto <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l0 level1 lfo5; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">cambios en los envases
y formas <o:p></o:p></span></div>
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<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Etapa
IV : Declive<o:p></o:p></span></b></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Características :<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo6; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">descenso
de la demanda. Algunas empresas abandonan la comercialización de los productos <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l2 level1 lfo6; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">disminución del número
de consumidores <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 18.0pt; mso-list: l2 level1 lfo6; tab-stops: list 18.0pt left 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 10.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">disminución de los
gastos de publicidad e incremento de los gastos de promoción para dar salida a
los stocks del producto. <o:p></o:p></span></div>
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<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 13.5pt;">CUOTA
DE MERCADO<o:p></o:p></span></b></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">*
Podemos clasificar los productos en 4 categorías :<o:p></o:p></span></div>
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<b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Categoría
I : Vacas Lecheras<o:p></o:p></span></u></b></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Son
productos que se encuentran en fase de madurez y con una cuota de mercado mayor
que nuestros competidores. Son productos en los que se ha acumulado más
experiencia y por tanto tienen unos costes menores y unos ingresos mayores.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Son
la fuente fundamental de ingresos con que cuenta la empresa. Tarde o temprano
llegarán a la etapa de declive, luego sólo habrá que invertir en ellos lo
estrictamente necesario, porque tarde o temprano desaparecerán. El beneficio
generado por ellos se debe reinvertir en la categoría II y III.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Categoría
II : Estrella<o:p></o:p></span></u></b></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Son
productos de fuerte crecimiento en los que la empresa controla una cuota de
mercado dominante. Constituyen estos productos las futuras promesas si la
gestión que de ellos se hace logra conducirlos a la categoría I. Son productos
que no generan beneficios, aunque normalmente se autofinancian, pero que
contribuyen al crecimiento de la empresa.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Categoría
III : Dilemas<o:p></o:p></span></u></b></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Son
productos que tienen un crecimiento alto pero que la cuota de mercado que
controla la empresa es baja. Una gestión adecuada consiste en tratar de
convertirlos nuevamente a la categoría I. Para ello hay que crecer más
rápidamente que los competidores, con una política muy agresiva, de precios,
promoción, publicidad, distribución, etc. Para ello se necesitan grandes
inversiones de dinero (que saldrán de las vacas lecheras).<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Categoría
IV : Perros o Pesos Muertos<o:p></o:p></span></u></b></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Son
productos donde tanto el crecimiento del mercado como de la cuota que controla
la empresa son pequeños. Existen otros competidores con mayores cuotas y con
mayor experiencia, menores constes y con mayores márgenes.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Son
productos que difícilmente van a ser rentables. No es fácil sacarles una peseta
y ganar cuota de mercado si éste ya no crece, es prácticamente imposible. Lo
lógico es abandonarlos.<o:p></o:p></span></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-2939499504583472632012-09-21T17:43:00.007-07:002012-09-21T17:43:53.025-07:00ENVASE, ENVOLTORIO Y EMBALAJE <br />
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Fuente :
ESIC y La función comercial<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Veamos
la diferencia entre los 3 conceptos con un ejemplo :<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Envase</span></u></b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;"> :
es el estuche que encierra una docena de pañuelos<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Envoltorio</span></u></b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;"> </span></u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">:
es el sobre de celofán donde está cada pañuelo<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Embalaje</span></u></b><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;"> </span></u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">:
es la caja que contenga 40 estuches de pañuelos<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;"> La manera en que se envasa un producto, ha
demostrado que es de importancia primordial para los consumidores. Todo
producto puede cambiar la manera en que es percibido por el cliente con un mero
cambio en el embalaje o envase.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">A.-
Funciones del envase y embalaje <o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">1.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Protección
del producto durante el transporte y el almacenamiento por medio de cajas de
cartón, jaulas… <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">2.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Mejora el
mantenimiento de sus cualidades durante el tiempo que el producto permanece en
almacén <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">3.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">puede ser un
signo para reconocimiento por el consumidor en el punto de venta <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">4.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Puede usarse
con fines de promoción <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">5.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Puede servir
para mejorar la comodidad mientras se consume el producto <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">6.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Facilitar la
manipulación en el punto de venta, ahorrando tiempo. Lo que se aplica tanto a
detallistas como al consumidor. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">7.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Puede
estimularse el uso y el consumo, ofreciendo paquetes mayores (doble tamaño,
botellas familiares o también con paquetes más pequeños). <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">8.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Creciente
importancia del envase y embalaje <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">9.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">El envase de
los productos ha ganado importancia porque :<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">10.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">El
consumidor desea emplear el mínimo esfuerzo en el uso del producto. Los envases
desechables, pulverizadores, etc. satisfacen ese deseo. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">11.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">El
consumidor quiere gastar tan poco esfuerzo como le sea posible en la compra.
Ejemplo : las botellas familiares <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">12.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Estamos
insistiendo con fuerza en la higiene. Eso ha dado auge a los sobres celofán,
las envolturas de aluminio, etc. <o:p></o:p></span></div>
<div class="MsoBodyText" style="margin-left: 18.0pt; tab-stops: 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Se han hecho inventos
en el sector del embalaje y a causa de ello, materiales desconocidos hace 20
años, tales como todos los tipos de plástico, se usan más y más ampliamente
como materiales del embalaje y envase. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">2.-
Diseños<o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Fuente :
La función comercial<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Debe
ser estético y utilitario (formas manejables y rentables), y además original
para que pueda ser identificativo. Debe mantenerse siempre la misma forma
(Ejemplo : sería arriesgado para la marca BAYER fabricar aspirinas cuadradas).<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<br /></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-59540278938713062722012-09-21T17:43:00.004-07:002012-09-21T17:43:26.941-07:00MARCA DE UN PRODUCTO<br />
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Una
marca puede consistir en una imagen, un símbolo, un nombre, un grupo de letras
o una combinación de todo eso.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Hay
3 formas posibles de llevar a cabo una política de marca :<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 36.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo1; tab-stops: list 18.0pt left 27.0pt 45.0pt list 54.0pt left 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">ofrecer
artículos sin una marca <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo1; tab-stops: list 18.0pt left 27.0pt 45.0pt list 54.0pt left 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">usar marcas de terceros
<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l2 level1 lfo1; tab-stops: list 18.0pt left 27.0pt 45.0pt list 54.0pt left 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">ofrecer mercancías bajo
una marca propia <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">A.-
Ofrecer artículos sin marca <o:p></o:p></span></b></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Es
habitual para mercancías producidas en masa, cuando no hay ninguna diferencia
entre los productos de los diversos suministradores.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">B.-
Marca de terceros <o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 35.4pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Se
usa cuando el producto recibe el nombre exclusivo empleado por otra compañía,
mientras lo que se hace es bajo pedido de esa misma compañía. Un ejemplo son
las marcas del distribuidor (Pryca). Esto significa que el producto recibe el
nombre exclusivo de la tienda en que se vende. El nombre del fabricante
desaparece por completo.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 35.4pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">La
marca blanca o marca del distribuidor está tomando mucho auge en estos años.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">C.-
Marca patentada <o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 35.4pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Se
usa cuando el producto puede, de esta manera, distinguirse por sí solo de los
productos de la competencia. Usar una marca es un esfuerzo para indicar que el
producto es diferente, y está empeñado en engendrar una cierta preferencia para
ese producto.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 35.4pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Cada
fabricante espera que la preferencia por su marca se convierta en lealtad a la
marca, y así el consumidor se convierta en un adepto a sus productos.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 35.4pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">Al
llevar a cabo esta política de marca patentada, tenemos las siguientes
posibilidades :<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 53.4pt; margin-right: 0cm; margin-top: 0cm; mso-list: l1 level1 lfo2; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt list 53.4pt left 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">1.-</span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;"> <u>Marca paraguas</u> : esto significa
la existencia de una sola marca para todos los productos. Ejemplo : IBM <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 53.4pt; mso-list: l1 level1 lfo2; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt list 53.4pt left 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-fareast-font-family: "Arial Narrow";">2.-</span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> <u> Marca por grupos</u> : cierto grupo de
productos lleva la misma marca, mientras otros grupos reciben otros nombres de
marca <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 53.4pt; mso-list: l1 level1 lfo2; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt list 53.4pt left 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-fareast-font-family: "Arial Narrow";">3.-</span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> <u> Marcas individuales</u> : cada producto
recibe un nombre de marca por sí solo. Es desde luego, la solución más cara,
pero la diferencia entre marcas es máxima. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 35.4pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">La
marca del producto debe ser :<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 63.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo3; tab-stops: 18.0pt 45.0pt list 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">1.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 12.0pt;">sencilla <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 63.0pt; mso-list: l0 level1 lfo3; tab-stops: 18.0pt 45.0pt list 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-fareast-font-family: "Arial Narrow";">2.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">fácil
de : leer, pronunciar, reconocer y recordar <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 63.0pt; mso-list: l0 level1 lfo3; tab-stops: 18.0pt 45.0pt list 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-fareast-font-family: "Arial Narrow";">3.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">eufónica :
que suene bien <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 63.0pt; mso-list: l0 level1 lfo3; tab-stops: 18.0pt 45.0pt list 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-fareast-font-family: "Arial Narrow";">4.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">original
y diferenciada <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 63.0pt; mso-list: l0 level1 lfo3; tab-stops: 18.0pt 45.0pt list 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-fareast-font-family: "Arial Narrow";">5.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">sugerente
y asociable al producto. Ejemplo : imagínate qué efecto produciría un
pañuelo con la siguiente marca "La pocilga". <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 63.0pt; mso-list: l0 level1 lfo3; tab-stops: 18.0pt 45.0pt list 63.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: "Arial Narrow"; mso-fareast-font-family: "Arial Narrow";">6.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">legalmente
protegible, mediante su inscripción en el registro de la propiedad <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt; text-align: justify;">
<br /></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-73749578074947492012-09-21T17:43:00.002-07:002012-09-21T17:43:05.196-07:00PROCEDIMIENTOS Y FUNCIONES DE UN CARGO<br />
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<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">A.- INTRODUCCIÓN<o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Las compras representan un factor clave en el éxito
de cualquier institución que quiere alcanzar la excelencia. En estos tiempos de
crisis, contar con un proceso de compras optimo, aumenta la probabilidad de
alcanzar el éxito; la intención de poder determinar como el uso de <b>Manuales
de Procedimientos Administrativos</b> podrán hacer más eficiente el proceso de
compras de la Empresa <i>No estoy Ni Ay</i>. Para ello se ejemplifica lo
siguiente:<o:p></o:p></span></div>
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<br /></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 36.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">1.- La
empresa <i>No estoy Ni Ay</i>, como <b>institución educativa </b> requiere ser más competitiva; sobre todo
considerando lo que expresamente exponen su Misión, " formar profesionales
altamente calificados... " Es precisamente ahora, cuando es más costoso
formar ese profesional de vanguardia que tiene que ser más competitiva y servir
de directriz para otras instituciones de su naturaleza,<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 36.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">2.- El solo hecho de formar parte de la comunidad
educativa de Chile, nos despierta el deseo de participar activamente en la
consecución de las metas y objetivos de <i>No
estoy Ni Ay</i> que permitan hacer de
esta institución la mejor y más eficiente en su campo de acción. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<br /></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 36.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">3.- En esta
organización como en todo sistema existe interdependencia entre cada uno de los
elementos que la componen; los elementos que conforman a la Institución son
quizás muy específicos, <b>la docencia y los departamentos de administración y
servicios</b> existen para garantizar el funcionamiento de este sistema, pero ¿
qué sucede si al menos uno de estos elementos deja de ser eficiente?, ¿ Que
sucede con el resto de ellos? Será que hace que el proceso de formación de un
profesional sea mucho más costoso. Es nuestro interés abordar el proceso de
compras de No estoy Ni Ay y evaluar la posibilidad de optimizarlo, considerando
nuestro alcance y oportunidad como alumnos de administración.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<br /></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 9.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">B.- UN
EJEMPLO : DEPARTAMENTO DE COMPRAS Y ADQUISICIÓN<o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">1.- Los procesos administrativos <o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">a.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Ejecutar la gestión de compra, para aquellas requisiciones debidamente
autorizadas y con disponibilidad presupuestaria, garantizando la satisfacción
de las necesidades de las dependencias (nuestros clientes) y el mejor uso del
recurso educattivo; actuando bajo criterios de objetividad, responsabilidad y
mejoramiento continuo en todos nuestros procesos de trabajo.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">b.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Actualizar procedimientos, incrementar productividad y disminuir costos operativos para contribuir al buen
desempeño de la institución.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">c.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Tener un comportamiento ético hacia
compañeros de trabajo, clientes, proveedores y la comunidad escolar.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">d.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Desarrollar y mantener un personal motivado y altamente calificado.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">e.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Analizar el reglamento de compras actual y proponer modificaciones que
permitan mejorar la eficacia del Departamento. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">f.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;"> Definir el Sistema de Control
de Existencias en el Depósito Central, incluyendo indicadores de consumo que
permitan definir las cantidades a pedir de los diferentes ítem y controlar las
cantidades asignadas a las diferentes dependencias. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">g.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Activar el Sistema de Control de Compras para disminuir el tiempo de
procesamiento de las requisiciones y llevar un mejor control del proceso de
compra. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">h.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Elaborar una guía para la evaluación de proveedores adaptada a las
características de nuestra institución. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">i.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;"> Actualizar el registro de
proveedores y hacer una evaluación de los mismos. Actualizar el listado de
proveedores. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">j.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;"> Elaborar un catálogo de los
diferentes equipos y mobiliarios que se adquieren con frecuencia, que permita
cierto grado de estandarización en las compras.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; tab-stops: 9.0pt 18.0pt 27.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">k.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">En estas metas se observa claramente la inquietud de la profesora
Garzón, que tiene como norte el mejorar el proceso de Compras y suministros de
la UC que tanto a ella como nosotros nos llama profundamente la atención.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 9.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">2.- Funciones,atribuciones y responsabilidades<o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">a.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Jefe Del Departamento De Compras: Es el responsable del cumplimiento de
todo el proceso de compra de la organización<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">b.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Comité de Licitaciones: Es el encargado de seleccionar la mejor opción
ofrecida por el proveedor, tomando en consideración los siguientes premisas:
Precio, plazo de entrega, calidad y buen servicio, así como cualquier otro
criterio favorable. El comité esta formado por un representante de la
dependencia solicitante, un representante del vicerrectorado administrativo y
el jefe de compra.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">c.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">El Jefe De Sección: Se encarga de coordinar el proceso de compra, desde
las requisiciones recibidas de las dependencias, hasta la cancelación de las
ordenes de compras al proveedor. Entre algunas de sus funciones tenemos:
Recibir requisiciones de compras asignadas por el jefe del departamento,
recibir las cotizaciones, firmarlas y entregarlas al comprador y recibir actas
del vicerrector administrativo, agilizar las tramitaciones de ordenes de copras
en las direcciones de presupuesto, administración, tesorería, contraloría, que
son entes por lo cual se rige el departamento de compras.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">d.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Secretaria: es la encargada de llevar el control de las correspondencias
inherentes al jefe del departamento de compras, también realizara las
requisiciones de compras de las necesidades del departamento de compras y
estará en constante comunicación con el departamento de almacén deberá llevar
el stock y custodiar el material de oficina y limpieza.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">e.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Compradores: son los responsables de pedir cotizaciones a los
proveedores del ramo y vaciar los precios en actas de comité, controlar el
seguimiento de las ordenes de compras y efectuar el seguimiento de la entrega
de las cotizaciones.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">f.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Asistentes Administrativos: son los encargados de todo el procedimiento
administrativo de las ordenes de compra ya aprobada por la contraloría para su
entrega a los proveedores seleccionados y luego la elaboración de la orden de
pago también para la entrega a los proveedores. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">g.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Sistemas Es un conjunto de componentes que interactúan para alcanzar
algún objetivo. Los sistemas, son de hecho todo lo que rodea al ser humano.
Cuando se comienza a ver lo abundante que son los sistemas, no sorprende
darse cuenta que cada sistema del negocio depende de una o más entidades
abstractas llamadas sistemas de información. Por medio de estos sistemas los
datos pasan de una persona o departamento a otro y puede realizarse cualquier
cosa, desde comunicaciones entre oficinas y comunicaciones telefónicas, hasta
un sistema de computadora que genere informes periódicos para diferentes
usuarios.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">h.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Orden De Compra Es el documento básico del comprador vendedor. Esta
constituye el soporte material del contrato celebrado entre el comprador y
vendedor en un marco jurídico legal.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">i.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Requisición De Compras La requisición de compras es un documento que se
elabora con el fin de notificar al departamento de compras que se tiene una
necesidad y que esta debe ser cubierta lo antes posible, en este documento van
descritas por renglones las necesidades de materiales y las especificaciones
necesarias para que el departamento de compras las tramite.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l3 level1 lfo2; tab-stops: 9.0pt 18.0pt 27.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">j.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Solicitud De Cotización Es un documento en el cual se le solicita a un
proveedor la necesidad de adquirir un bien o bienes para la empresa u
organización.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">C.- OTROS EJEMPLOS<o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">1.- Responsabilidades (Departamento de personal /
sección de personal) <o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l1 level1 lfo3; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">a.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Encargada de apoyar a la Gerencia de recursos humanos en todos aquellos
aspectos relacionados con el personal de la empresa<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l1 level1 lfo3; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">b.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Mantener contacto con organismos estatales, tales como S.I.I ,
Municipalidades, Isapres, etc., a fin de coordinar los procesos de entrada y
salida en el manejo de personal.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l1 level1 lfo3; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">c.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Es responsable de los siguientes cargos, las personas que se indican:<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 53.4pt; margin-right: 0cm; margin-top: 0cm; mso-list: l4 level1 lfo4; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt list 53.4pt left 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 8.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">q<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Departamento de Personal : Técnico Universitario en
manejo de recursos humanos <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 53.4pt; margin-right: 0cm; margin-top: 0cm; mso-list: l4 level1 lfo4; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt list 53.4pt left 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: Wingdings; font-size: 8.0pt; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">q<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Sección de personal : Técnico en administración de
Personal , administración u otro grado equivalente que es designado por el
Gerente de Recursos Humanos.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 17.4pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;"> 2.- <u>Funciones
y atribuciones de la sección de personal<o:p></o:p></u></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo5; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">a.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Emitir diariamente, el programa de turnos, pactación de trabajos, en
jornadas ordinarias y extraordinarias.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo5; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">b.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Confeccionar y mantener actualizada la bitácora de datos personal de
cada trabajador<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo5; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">c.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Confeccionar documentación referente a la reasignación de personal en
sus puestos de trabajo<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo5; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">d.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Mantener comunicación directa con la jefatura y los antecedentes que
ellos requieran.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo5; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">e.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Mantener actualizado los contratos de trabajo<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo5; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">f.-<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;"> Desarrollar técnicas de evaluación de
desempeño<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; mso-list: l2 level1 lfo5; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt list 45.0pt left 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: "Arial Narrow"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Arial Narrow";">g.-<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Otras funciones ( Ejemplo : Renuncia – Bienestar – Sueldos – Ascensos –
Capacitación – etc.)<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-size: 11.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 12.0pt;">Se sugiere que se redacten estas funciones...<o:p></o:p></span></b></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 45.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<br /></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-81650529826006852632012-09-21T17:40:00.001-07:002012-09-21T17:40:34.212-07:00TECNICAS PARA FORMULAR LOS PLANES Y PARA PRESENTARLOS <br />
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 9.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">- Manuales
Organizacionales y de apoyo<br />
- Diagramas de Proceso y de Flujo <br />
- Gráficas de Gantt, Mallas Pert, etc <br />
- Programas <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 18.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">A.- ¿QUÉ TIPOS DE
MANUALES SE UTILIZAN EN UNA ORGANIZACIÓN? <o:p></o:p></span></strong></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">° Manual de objetivos y
políticas <br />
° Manuales departamentales <br />
° Manuales del empleado o de bienvenida <br />
° Manuales de organización <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">° Otros manuales de
apoyo a la gestión <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 9.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">B.- ¿QUÉ CONSTITUYE LA
PLANEACIÓN DE LA PRODUCCIÓN? <o:p></o:p></span></strong></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">La parte esencial e
indispensable para el incremento de la productividad y la reducción de los
costos de producción. (Requiere que los gerentes decidan que producto y
servicio deben de fabricar, así como y cuando producirlos.) <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 9.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">C.- ¿QUÉ ABARCA LA
PLANEACIÓN FINANCIERA? <o:p></o:p></span></strong></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-align: justify;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Presupuestar el
Capital, la planeación de las utilidades y de la liquidez, representa la
evaluación y resumen cuantitativo de las diversas actividades de la planeación
incluyendo el programa de desarrollo de empresas. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 9.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">D.- ¿PARA QUÉ SIRVE LA
PLANEACIÓN FINANCIERA? <o:p></o:p></span></strong></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">-Da oportunidad para
una evaluación de vviabilidad muy objetiva. <br />
- Traduce la información de la investigaación de mercados a programas de
ventas. <br />
- Incorpora las operaciones y planes orgganizacionales a categorías de gastos. <br />
- Muestra necesidades de efectivo de la empresa en el tiempo proporciona una
bace para evaluar la oportunidad de inversión. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 9.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">E.- ¿QUÉ ES STAFF Y
PORQUÉ SURGE? <o:p></o:p></span></strong></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Surge como consecuencia
de las grandes empresas y del avance de la tecnología, lo que origina la
necesidad de contar con ayuda en el manejo de los detalles. Son unidades
especializadas, que normalmente son del índole de "asesora" y no se
constituyen como parte de la estructura organizacional; no tienen mando. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<strong><i><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-weight: normal;">Ventajas
y desventajas del staff <o:p></o:p></span></u></i></strong></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<b><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">1.- Ventaja:</span></b><span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> Ayuda de personas
expertas que laboran en base a honorarios y se encuentran fuera de la
organización, por lo que el pago de IMSS y demás prestaciones no son
necesarias.<o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">2.- Desventaja</span></strong><strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-weight: normal;">:</span></strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> Se paga mucho por sus
servicios, y no se está seguro que actúen con políticas de confidencialidad de
asuntos de la empresa con otras.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> F.- ¿QUÉ SON ORGANIGRAMAS? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Representaciones
gráficas de la estructura formal de una organización que muestran las
interelacionales, las funciones, los niveles jerárquicos, las obligaciones y la
autoridad. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">G.- ¿QUÉ ES UN MANUAL? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Documentos detallados
que contienen en forma ordenada y sistemática, información sobre la
organización de la empresa y pueden ser de : Políticas, departamentales,
bienvenida, organización, procedimientos, contenido múltiple, técnicas y de
puesto. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">H.- ¿QUÉ SE ANALIZA A
TRAVÉS DE LA CARTA DE LA DISTRIBUCIÓN DEL TRABAJO O DE ACTIVIDADES?<o:p></o:p></span></strong></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 27.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 18.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Los puestos que
integran un departamento para lograr la división de funciones y mejorar la
estructura de los grupos de trabajo. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">I.- ¿QUÉ ES UN ANÁLISIS
DE PUESTO DE TRABAJO? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Es una técnica en la
que se clasifican las labores que se desempeñan en una unidad de trabajo
específica e impersonal, así como las características, conocimientos,
aptitudes, que debe poseer el personal que lo desempeña. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">J.- ¿QUÉ ES LA DIVISIÓN
DEL TRABAJO? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Es la separación y
delimitación de las actividades, con el fin de realizar una función con la
mayor precisión, eficiencia y el mínimo esfuerzo, dando lugar a la
especialización y perfeccionamiento en el trabajo. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">K.- ¿QUÉ ES UNA
DEPARTAMENTACIÓN? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Es la división y
agrupamiento de las funciones y actividades en unidades específicas en base a
su similitud. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">L.- ¿QUÉ ES
JERARQUIZACIÓN? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> Es la disposición
de las funciones de una organización por orden de rango y/o grado de
importancia. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">M.- ¿QUÉ SON LOS
NIVELES JERÁRQUICOS? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">El conjunto de órganos
agrupados de acuerdo con el grado de autoridad y responsabilidad que poseen,
independientemente de la función que realicen. <o:p></o:p></span></div>
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Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-47327235304179604562012-09-21T17:39:00.002-07:002012-09-21T17:39:44.884-07:00CONCEPTOS ASOCIADOS A LA CREACIÓN DE EMPRESAS<br />
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">A.- LA PLANEACION</span></strong><strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-weight: normal;"> :</span></strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> Consiste en fijar el
curso concreto de acción que ha de seguirse, estableciendo los principios que
habrán de orientarlo, la secuencia de operaciones para realizarlo y la
determinación de tiempo y números necesarios para su realización. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">B.- EVALUACIÓN DEL
DESEMPEÑO</span></strong><strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-weight: normal;"> : </span></strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">El
desempeño de todos los miembros de la organización se evalua con el objeto de
calificar la productividad individual y ver que se puede hacer para el aumento
de esta. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">C.- ¿QUÉ INDICAN LOS
OBJETIVOS DE LA EMPRESA? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> Indican
resultados y fines que la empresa debe de lograr en un tiempo determinado y que
proporcionan las pautas y directrices básicas hacia donde dirigir los esfuerzos
y recursos.<strong><span style="font-weight: normal;"> <o:p></o:p></span></strong></span></div>
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<strong><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Clasificación de los
objetivos en cuanto a tiempo </span></u></strong><u><span lang="ES" style="font-family: "Arial Narrow","sans-serif";"><o:p></o:p></span></u></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">a)</span></strong><strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-weight: normal;"> </span></strong><strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Corto Plazo </span></strong><strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif"; font-weight: normal;">:</span></strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";"> Se extienden a un año
o menos. <br />
<strong>b)</strong><strong><span style="font-weight: normal;"> </span></strong><strong>Mediano Plazo</strong><strong><span style="font-weight: normal;">:</span></strong>
Cubren periodos de 1 a 5 años. <br />
<strong>c)</strong><strong><span style="font-weight: normal;"> </span></strong><strong>Largo Plazo </strong><strong><span style="font-weight: normal;">:</span></strong>
Se extienden más allá de los cinco años. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">D.- ¿QUÉ SON METAS? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Representan relación de
números en cantidad y tiempo operado en tanto que los objetivos son las guías a
nivel general. El objetivo general debe de abarcar en su contexto las
metas a corto y largo plazo. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 36.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-indent: -9.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">* Las metas se
interelacionan entre sí, para conseguir el objetivo general, es decir para
conseguir los objetivos, es necesario lograr las metas. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 36.0pt; margin-right: 0cm; margin-top: 0cm; tab-stops: 9.0pt 27.0pt 36.0pt 45.0pt 54.0pt 63.0pt 72.0pt 81.0pt 90.0pt 99.0pt 108.0pt 117.0pt 126.0pt 135.0pt; text-indent: -9.0pt;">
<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">* Coexisten en armonía
donde la obtención de una es compatible con la consecución de la otra. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">E.- ¿QUÉ ES UN
PRESUPUESTO? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Son programas en los
que se les asignan cifras a las actividades, refiriéndose al flujo de dinero
dentro de la organización, Implica una estimación del capital, de los costos y
de los ingresos. Los presupuestos son un elemento indispensable al
planear, su fin es el determinar la mejor forma de utilización y asignación de
los recursos a la vez que controla las actividades de la organización en
términos financieros. <o:p></o:p></span></div>
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<strong><span lang="ES" style="font-family: "Arial Narrow","sans-serif";">F.- ¿QUÉ ES UN
PROYECTO? <o:p></o:p></span></strong></div>
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<span lang="ES" style="font-family: "Arial Narrow","sans-serif";">Es un conjunto especial
de actividades que deben de efectuarse dentro de un periodo especificado
generalmente en el lugar de trabajo. <o:p></o:p></span></div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-66744779066392251602012-09-21T17:37:00.001-07:002012-09-21T17:37:46.890-07:00DEFINICIÓN DE ÁREAS FUNCIONALES<br />
<div style="background-color: white; color: #666666; font-family: Arial, arial, sans-serif; font-size: 14px; margin-bottom: 8px; margin-top: 8px; padding: 0px;">
La efectividad de la administración de una empresa no depende del exito de una área específica sino del ejercicio de una coordinación balanceada entre las etapas del proceso administrativo y la adecuada realización de las actividaddes de las principales áreas funcionales, mismas que son:</div>
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<b>A.- PRODUCCION</b>: Es aquella que formula y desarrolla los metodos más adecuados para al elaboración de los productos al suministrar y coordinar la mano de obra, equipo, instalaciones, materiales y herramientas requeridos.</div>
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<b>B.- MERCADOTECNIA</b>: Su fin es unir los factores y hechos que influyen en el mercado par crear lo que el consumidor quiere, desea y necesita distribuyendolo en forma tal que esté a su disposición en el momento oportuno, en el lugar preciso y al precio más adecuado.</div>
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<b>C.- FINANZAS</b>: Esta área se encarga de la obtención de fondos y del suministro del capital que se utiliza en el funcionamiento de la empresa procurando disponer con los medios económicos necesarios para cada uno de los departamentos con el objeto de que pueden funcionar debidamente.</div>
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<b>D.- RECURSOS HUMANOS</b>: Su objetivo es conseguir y conservar un grupo humano de trabajo cuyas características vayan de acuerdo con los objetivos de la empresa a través de programas adecuados de reclutamiento, selección, capacitación y desarrollo.</div>
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<b>E.- OTRAS ÁREAS FUNCIONALES : </b>Depende del tipo de empresa a crear, por ejemplo : Control de Calidad, Computación e informática, Comercialización, etc.</div>
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-58426188847013863372012-08-16T16:20:00.002-07:002012-08-16T16:20:25.665-07:00Naturaleza de la informacion contable<br />
<div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 12.2pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">En todas las organizaciones, lucrativas y no lucrativas, el mejor sistema de informacion cuantitativo con que se cuenta es la contabilidad, que constituye un verdadero suprasistema. De el emanan otros subsistemas de informacion cuantitativos que de satisfacer las necesidades de los diversos usuarios que acuden a la informacion financiera de las empresas, para que cada un, segun sus caracteristicas, tome las decisiones adecuadas para su organizacion.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 41.8pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">Como se ha explicado, la contabilidad sirve a un conjunto de usuarios. Existen diversas ramas de la contabilidad, todas integrantes del mismo suprasistema de informacion, siendo las mas importantes la contabilidad financiera, la administrativa y la fiscal, a las cuales se puede definir como sigue:<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 11.3pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><b><span style="font-family: "Times New Roman","serif";">Contabilidad financiera : </span></b><span style="font-family: "Times New Roman","serif";">sistema de informacion orientado a proporcionar informacion a terceras personas relacionadas con la empresa, como accionistas, instituciones de credito, inversionistas, etc., a fin de facilitar sus decisiones.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 14.3pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: "Times New Roman","serif";">Contabilidad fiscal : </span></b><span style="font-family: "Times New Roman","serif";">sistema de informacion orientado a dar cumplimiento a las obligaciones tributarias de las organizaciones.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.4pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: "Times New Roman","serif";">Contabilidad administrativa : </span></b><span style="font-family: "Times New Roman","serif";">sistema de informacion al sevicio de las necesidades de la administracion, con orientacion pragmatica destinada a facilitar las funciones de planeacion, control y toma de desisiones. Esta rama es la que, con sus diferentes tecnologias, permite que la empresa logre su ventaja competitiva, de tal forma que logre su liderazgo en costos y una clara diferenciacion que la distinga de otra empresa.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 5pt;"><b><u><span style="font-family: "Times New Roman","serif";">El papel de la contabilidad administrativa en el control administrativo</span></u></b><span style="font-family: "Times New Roman","serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .75pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 12.2pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">La informacion que proporciona la contablilidad administrativa puede ser util en el proceso de control desde tres puntos de vista:<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 16pt;"><span style="font-family: "Times New Roman","serif";">Como medio para comunicar informacion acerca de lo que la direccion desea que se haga.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 16.0pt; margin-right: 19.0pt; margin-top: .55pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">Como medio de motivar a la organizacion a fin de que actue en la forma mas adecuada para alcanzar los objetivos empresariales.<o:p></o:p></span></div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 16pt;"><span style="font-family: "Times New Roman","serif";">Como medio para evaluar los resultados, es decir, para juzgar que tan buenos resultados se obtienen.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .75pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 5pt;"><b><u><span style="font-family: "Times New Roman","serif";">Objetivos de la contabilidad administrativas</span></u></b><span style="font-family: "Times New Roman","serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .75pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 16.0pt; margin-right: 9.8pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">Promover a los administradores para llevar a cabo la planeacion tanto tactica o a corto plazo, como a largo plazo o estrategica, que ante este entorno de competitividad cada dia es mas compleja.<o:p></o:p></span></div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 16pt;"><span style="font-family: "Times New Roman","serif";">Facilitar el proceso de toma de decisiones al generar reportes con informacion relevante.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 16.0pt; margin-right: 17.15pt; margin-top: .55pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">Permitir llevar a cabo el control administrativo como una excelente herramienta de retralimentacion para los diferentes responsables de las areas de una empres.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 16.0pt; margin-right: 139.65pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">Ayudar a evaluar el desempeno de los diferentes responsables de la empresa. Motivar a los administradores hacia el logro de los objetivos de la empresa.<o:p></o:p></span></div>Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-85252985965183578362012-08-16T16:19:00.000-07:002012-08-16T16:19:23.585-07:00Desafios ante la integracion de bloques economicos<br />
<div class="WordSection1"> <div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 29.65pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">Es fundamental que las empresas seleccionen estrategias competitivas, la cual consiste en establecer una posocion privilegiada y sostenible contra las fuerzas de la competencia del sector industrial en el que se encuentra.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 5pt;"><span style="font-family: "Times New Roman","serif";">Para lograr una estrategia competitiva, existen dos variables fundamentales:<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .75pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 5.55pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: "Times New Roman","serif";">Primero : </span></b><span style="font-family: "Times New Roman","serif";">la utilidad que generan los diferentes sectores industriales muestra que no todos los factores son igualmente importantes. Hay algunos que determinan e influyen en la generacion de utilidades. Los cinco factores o fuerzas competitivas que afectan las utilidades son : la entrada de nuevos competidores, la amenaza de sustitutos, el poder de negociacion de los compradores, el poder de negociacion de los proveedores y la rivalidad entre competidores. lAs cinco fuerzas determinan la capacidad de generar utilidades de las empresas de un sector industrial.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 29.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: "Times New Roman","serif";">Segundo : </span></b><span style="font-family: "Times New Roman","serif";">Una empresa bien ubicada, puede obtener altas tasas de rendimiento, aunque la estructura del sector sea desfavorable y la utilidad promedio sea modesta.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 5pt;"><span style="font-family: "Times New Roman","serif";">El que una empresa se ubique bien dentro de su sector depende fundamentalmente de tres factores estrategicos<o:p></o:p></span></div><div class="MsoNormal" style="margin: 0.55pt -1pt 0.0001pt 5pt;"><span style="font-family: "Times New Roman","serif";">: el liderazgo en costos, diferenciacion y enfoque.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .75pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 15.85pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: "Times New Roman","serif";">Liderazgo en costos </span></b><span style="font-family: "Times New Roman","serif";">: Consiste en que una empresa sea el productor de menor costo en su sector industrial. Ello puede lograrse a traves de economias de escala tecnologia propia, etc.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 18.95pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: "Times New Roman","serif";">Diferenciacion : </span></b><span style="font-family: "Times New Roman","serif";">existe cuando una empresa es unica en su sector industrial, por tener ciertos atributos que para los compradores son muy importantes, y pone toda su capacidad para satisfacer dichas necesidades.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 21.4pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: "Times New Roman","serif";">Enfoque : </span></b><span style="font-family: "Times New Roman","serif";">Consiste en la eleccion de un panorama de competencia estrecho dentro de un sector industrial. Ello implica seleccionar un grupo o segmento del sector industrial y servirlo en forma exclusiva.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 13.2pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">La herramienta fundamental para lograrlo es la cadena de valor, que divide a una empresa en las actividades discretas que se desempenan en el diseno, produccion, mercadotecnia y distribucion del producto.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 23.25pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Times New Roman","serif";">A traves de la cadena de valor integrada por dichas actividades se genera el valor total. Las actividades de valor pueden dividirse en dos tipos : primarias y de apoyo.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 27.8pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><b><span style="font-family: "Times New Roman","serif";">Actividades primarias: </span></b><span style="font-family: "Times New Roman","serif";">son las implicadas en la creacion fisica del producto, su venta y transferencia al comprador asi como la asistencia posterior a la venta, que podrian sintetizarse en actividades de logistica interna, operaciones, logica externa, mercadotecnia, ventas y servicios.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 13.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 5pt;"><b><span style="font-family: "Times New Roman","serif";">Actividades de apoyo: </span></b><span style="font-family: "Times New Roman","serif";">Son las que sustentan las actividades primarias y se apoyan entre si, proporcionando<o:p></o:p></span></div></div><span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="MsoNormal" style="margin: 3.75pt -1pt 0.0001pt 5pt;"><span style="font-family: "Times New Roman","serif";">insumos, tecnologia, recursos humanos y varias funciones de toda la empresa.<o:p></o:p></span></div>Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-24364066320407222492012-08-16T16:03:00.002-07:002012-08-16T16:03:56.430-07:00Nuevas tendencias en la administracion de los negocios<br />
<div style="text-align: justify;">La competitividad tan fuerte que se vive, ha provocado cambios en los estilos de administracion de las</div><div style="text-align: justify;">empresas para poder sobrevivir a largo plazo. Tambien es necesario reestructurar la imformacion que</div><div style="text-align: justify;">proporciona la contabilidad de costos y la contabilidad administrativa. Entre los principales detonadores que</div><div style="text-align: justify;">han propiciado estos cambios en los sistemas de informacion para facilitar la toma de decisiones, estan los</div><div style="text-align: justify;">siguientes:</div><div style="text-align: justify;">Control total de calidad : Es una filosofia de una cultura de trabajo, que compromete al recurso</div><div style="text-align: justify;">humano con el mejoramiento continuo, de tal manera que a traves del tiempo se logre la</div><div style="text-align: justify;">productividad y con ello se consiga un liderazgo en costos que permita competir.</div><div style="text-align: justify;">• </div><div style="text-align: justify;">Orientacion hacia los clientes : esta nueva cultura de comportamiento por parte de los clientes</div><div style="text-align: justify;">obliga a estar atento para eliminar todos aquellos procesos o actividades que consumen recursos que</div><div style="text-align: justify;">le cuestan a la organizacion, pero que no generan valor agregado al cliente. Esta circunstancia obliga a</div><div style="text-align: justify;">las empresas a tener un sistema de informacion de la cadena de valor, la cual consiste en el conjunto</div><div style="text-align: justify;">de actividades que se requiere para diseñar, producir, vender y entregar productos o servicios a los</div><div style="text-align: justify;">clientes.</div><div style="text-align: justify;">• </div><div style="text-align: justify;">El tiempo como factor clave : Ante el entorno de fuerte competitividad, el tiempo es un factor clave</div><div style="text-align: justify;">en cada una de las etapas de la cadena de valor. Las organizaciones requieren diseñar, producir,</div><div style="text-align: justify;">vender, entregar y cobrar, tratando de minimizar el tiempo con el fin de aumentar la liquidez, eliminar</div><div style="text-align: justify;">almacenajes innecesarios, reducir la cobranza vencida, etc., circunstancias que dañan no solo la</div><div style="text-align: justify;">liquidez, sino tambien la rentabilidad ya que provocan costos finacieros, al pedir prestado para</div><div style="text-align: justify;">fondear las inversiones que pueden evitarse o eliminar aquellas actividades o procesos que no generan</div><div style="text-align: justify;">valor.</div><div style="text-align: justify;">• </div><div style="text-align: justify;">Introduccion de nuevas herramientas para los nuevos sistemas de manufactura : Esta afectan la</div><div style="text-align: justify;">informacion que requiere el area de costos y de contabilidad administrativa. Entre las herramientas</div><div style="text-align: justify;">que mas cambios generan estan los sistemas de manufactura a traves de computacion integrada, los</div><div style="text-align: justify;">cuales tienen como proposito reducir los inventarios, incrementar la capacidad de producir, mejorar la</div><div style="text-align: justify;">calidad del servicio, disminuir el tiempo de produccion e incrementar la porduccion eficiente.</div><div style="text-align: justify;">• </div><div style="text-align: justify;">Justo a tiempo : Este sistmea implica eleborar un producto cuando es necesario y en la cantidad</div><div style="text-align: justify;">demandada por los clientes, lo que conlleva a que tambien los insumos que se requieren para</div><div style="text-align: justify;">producirlo o para ofrecer un servicio se tengan en cantidad suficiente y en el momento necesario. Esta</div><div style="text-align: justify;">tecnica permite reducir considerablemente los inventarios, en relacion con los sistemas</div><div style="text-align: justify;">convencionales.</div><div style="text-align: justify;">• </div><div style="text-align: justify;">Costeo basado en actividades : Esta herramienta tiene, entre otras, la ventaja de reducir al minimo el</div><div style="text-align: justify;">prorrateo de los gastos indirectos de fabricacion, asi como ralizar una identificacion de los gastos de</div><div style="text-align: justify;">administracion y venta entre los diferentes clientes, zonas, productos, etc., lo cual permite una</div><div style="text-align: justify;">correcta toma de decisiones.</div><div style="text-align: justify;">• </div><div style="text-align: justify;">El crecimiento del sector servicios : El sector de comercio y servicios ha tenido un gran crecimiento</div><div style="text-align: justify;">y desarrollo en las ultimas decadas, de tal manera que la mayoria de la poblacion economicamente</div><div style="text-align: justify;">activa esta trabajando en el y cada dia son mas los que lo integran. Ello exige que los responsables de</div><div style="text-align: justify;">los sistemas de informacion de costos y administrativos desarrollen sistmas que apoyen la planeacion,</div><div style="text-align: justify;">la toma de decisiones y el control administrativo de las organizaciones que pertenecen a este sector</div><div style="text-align: justify;">economico.</div><div style="text-align: justify;"><br />
</div><br />
<div style="text-align: justify;">Los desarrollos tenologicos de los sistemas de informacion : El uso generalizado de las</div><div style="text-align: justify;">computadoras personales que a traves de diferentes paquetes y programas permiten a los</div><div style="text-align: justify;">administradores contar con una gran cantidad de datos clasificados y presentados de difentres maneras</div><div style="text-align: justify;">que faciliten la tarea de administrar las empresas. A su vez, esta tecnologia permite eliminar muchos</div><div style="text-align: justify;">reportes innecesarios, y que en muchas ocasiones son inoportunos por la tardanza para elaborarlos.</div><div style="text-align: justify;">• </div><div style="text-align: justify;">El enfoque de funciones cruzadas : Ante el entorno competitivo es indispensable que los</div><div style="text-align: justify;">responsables de generar informes administrativos conozcan muy bien las actividades que raliza cada</div><div style="text-align: justify;">una de las funciones principales que se efectuan en una organizacion, como son diseno, ingenieria,</div><div style="text-align: justify;">produccion, ventas, distribucion, etc.</div><br />
Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-8506369510701840892012-06-12T18:28:00.000-07:002012-06-12T18:28:03.624-07:00La misión del negocio<div class="WordSection1"> <div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.55pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">Este<span style="letter-spacing: 1.45pt;"> </span>capitulo<span style="letter-spacing: 1.7pt;"> </span>habla<span style="letter-spacing: 1.5pt;"> </span>de<span style="letter-spacing: 1.25pt;"> </span>los<span style="letter-spacing: 1.3pt;"> </span>conceptos<span style="letter-spacing: 1.9pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span>de<span style="letter-spacing: 1.25pt;"> </span>los<span style="letter-spacing: 1.3pt;"> </span>instrumentos<span style="letter-spacing: 2.15pt;"> </span>que<span style="letter-spacing: 1.35pt;"> </span>se<span style="letter-spacing: 1.25pt;"> </span>necesitan<span style="letter-spacing: 1.85pt;"> </span>para<span style="letter-spacing: 1.45pt;"> </span>evaluar<span style="letter-spacing: 1.65pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span>redactar<span style="letter-spacing: 1.75pt;"> </span>declaraciones de<span style="letter-spacing: 2.1pt;"> </span>misión<span style="letter-spacing: 1.95pt;"> </span>de<span style="letter-spacing: 1.6pt;"> </span>negocios. <span style="letter-spacing: .9pt;"> </span>Se<span style="letter-spacing: 1.6pt;"> </span>presenta<span style="letter-spacing: 2.1pt;"> </span>un<span style="letter-spacing: 1.6pt;"> </span>marco<span style="letter-spacing: 1.9pt;"> </span>práctico<span style="letter-spacing: 2.05pt;"> </span>para<span style="letter-spacing: 1.75pt;"> </span>elaborarlas;<span style="letter-spacing: 2.35pt;"> </span>se<span style="letter-spacing: 1.6pt;"> </span>incluyen<span style="letter-spacing: 2.1pt;"> </span>y<span style="letter-spacing: 1.5pt;"> </span>analizan<span style="letter-spacing: 2.1pt;"> </span>con<span style="letter-spacing: 1.7pt;"> </span>detenimiento <span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">reale</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">misione</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">grande</span>s<span style="letter-spacing: 2.4pt;"> </span>y<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">pequeñas</span>,<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">as</span>¡<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">lucrativa</span>s<span style="letter-spacing: 2.55pt;"> </span>y<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">no </span>lucrativas;<span style="letter-spacing: 1.2pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>se<span style="letter-spacing: .55pt;"> </span>explica<span style="letter-spacing: .95pt;"> </span>el<span style="letter-spacing: .5pt;"> </span>proceso<span style="letter-spacing: 1.05pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>creac<span style="letter-spacing: -1.45pt;"> </span><span style="letter-spacing: -.05pt;">ió</span>n<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">misión.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .1pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 27.5pt;"><b><i><span style="font-family: "Arial","sans-serif";">A. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.1pt;">¿Cua</span>l<span style="letter-spacing: -.75pt;"> </span><span style="letter-spacing: -.1pt;">e</span>s<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">nuestr</span>o<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">negocio?</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">En <span style="letter-spacing: .2pt;"> </span>la <span style="letter-spacing: .1pt;"> </span>actualidad, <span style="letter-spacing: .85pt;"> </span>las <span style="letter-spacing: .2pt;"> </span>ideas <span style="letter-spacing: .4pt;"> </span>sobre <span style="letter-spacing: .4pt;"> </span>las <span style="letter-spacing: .2pt;"> </span>declaraciones <span style="letter-spacing: 1.1pt;"> </span>de <span style="letter-spacing: .15pt;"> </span>misión <span style="letter-spacing: .5pt;"> </span>de <span style="letter-spacing: .15pt;"> </span>negocios <span style="letter-spacing: .7pt;"> </span>se <span style="letter-spacing: .15pt;"> </span>basan, <span style="letter-spacing: .5pt;"> </span>en <span style="letter-spacing: .15pt;"> </span>gran <span style="letter-spacing: .35pt;"> </span>medida, <span style="letter-spacing: .65pt;"> </span>en <span style="letter-spacing: .15pt;"> </span>los lineamientos<span style="letter-spacing: 2.3pt;"> </span>que,<span style="letter-spacing: 1.6pt;"> </span>a<span style="letter-spacing: 1.35pt;"> </span>mediados<span style="letter-spacing: 2.05pt;"> </span>de<span style="letter-spacing: 1.45pt;"> </span>los<span style="letter-spacing: 1.5pt;"> </span>años<span style="letter-spacing: 1.65pt;"> </span>setenta,<span style="letter-spacing: 1.9pt;"> </span>planteara<span style="letter-spacing: 2.05pt;"> </span>Peter<span style="letter-spacing: 1.7pt;"> </span>Drucker,<span style="letter-spacing: 1.95pt;"> </span>muchas<span style="letter-spacing: 1.9pt;"> </span>vec<span style="letter-spacing: -.75pt;">e</span>s<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">llamad</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">"e</span>l<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">padr</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">la administració</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">moderna</span>"<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">vanguardista</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">estudio</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">Genera</span>l<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">Motor</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">Corporatio</span>n <span style="letter-spacing: .1pt;"> </span>y<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">veintidó</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt; mso-font-width: 102%;">libros </span>y <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">ciento</span>s <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">artículos</span>. <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">Harvar</span>d <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">Busines</span>s <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">Revie</span>w <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">calific</span>a <span style="letter-spacing: 1.1pt;"> </span>a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">Drucker</span>, <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">7</span>9 <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">años</span>, <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">1</span>1 <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">pensado</span>r <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">la </span><span style="letter-spacing: .05pt;">administraci</span>ón<span style="letter-spacing: 1.55pt;"> </span>más<span style="letter-spacing: .7pt;"> </span>importante<span style="letter-spacing: 1.25pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>nuestra<span style="letter-spacing: 1.0pt;"> </span>época".<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.15pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">Drucker<span style="letter-spacing: 2.15pt;"> </span>dice<span style="letter-spacing: 1.85pt;"> </span>que<span style="letter-spacing: 1.8pt;"> </span>formular<span style="letter-spacing: 2.2pt;"> </span>la<span style="letter-spacing: 1.65pt;"> </span>pregunta,<span style="letter-spacing: 2.3pt;"> </span>"¿cuál<span style="letter-spacing: .95pt;"> </span>es<span style="letter-spacing: 1.7pt;"> </span>nuestro<span style="letter-spacing: 2.1pt;"> </span>negocio?"<span style="letter-spacing: 2.3pt;"> </span>es<span style="letter-spacing: 1.7pt;"> </span>como<span style="letter-spacing: 1.95pt;"> </span>preguntar,¿cual<span style="letter-spacing: 2.15pt;"> </span>es<span style="letter-spacing: 1.7pt;"> </span>nuestra<span style="letter-spacing: 2.1pt;"> </span>misión?". <span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">mirón</span>,<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: -.05pt;">durader</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">propósit</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">diferenci</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -1.55pt;">d</span>e<span style="letter-spacing: .95pt;"> </span>otras empresas<span style="letter-spacing: 2.05pt;"> </span>similares,<span style="letter-spacing: 2.0pt;"> </span>es<span style="letter-spacing: 1.4pt;"> </span>una<span style="letter-spacing: 1.5pt;"> </span>declaración<span style="letter-spacing: 2.15pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>la<span style="letter-spacing: 1.35pt;"> </span>"razón<span style="letter-spacing: 1.75pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>ser".<span style="letter-spacing: 1.6pt;"> </span>Para<span style="letter-spacing: 1.6pt;"> </span>contestar<span style="letter-spacing: 2.0pt;"> </span>la<span style="letter-spacing: 1.35pt;"> </span>pregunta<span style="letter-spacing: 1.95pt;"> </span>central,<span style="letter-spacing: 1.8pt;"> </span>"¿cuál<span style="letter-spacing: .65pt;"> </span>es<span style="letter-spacing: 1.4pt;"> </span>nuestro <span style="letter-spacing: -.05pt;">negocio?"</span>. <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">U</span>n <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">enunciad</span>o <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">clar</span>o <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">result</span>a <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">esencia</span>l <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">establece</span>r <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: 1.7pt;"> </span>y <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">formula</span>r <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">estrategias </span><span style="letter-spacing: -.1pt;">debidamente.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.9pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 104%;">En <span style="letter-spacing: 1.7pt;"> </span>ocasiones <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">llamad</span>a <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">credo</span>, <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">objeto</span>, <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">filosofía</span>, <span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">la declaració</span>n <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">creencias</span>, <span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">principio</span>s <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>, <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">visió</span>n <span style="letter-spacing: 1.75pt;"> </span>o <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">la declaració</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">"qu</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">defin</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">nuestra</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">actividades"</span>; <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">visualiz</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: .15pt;"> </span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">plazo, </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">término</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">l</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">quier</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">se</span>r<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: 1.85pt;"> </span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">quié</span>n<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">quier</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">servir</span>.<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">Toda</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">la</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">organizacione</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">tiene</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">razó</span>n<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">ser</span>,<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">aun </span>cuando<span style="letter-spacing: .95pt;"> </span>los<span style="letter-spacing: .6pt;"> </span>estrategas<span style="letter-spacing: 1.25pt;"> </span>no<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>hayan<span style="letter-spacing: .85pt;"> </span>puesto<span style="letter-spacing: .9pt;"> </span>conscientemente<span style="letter-spacing: 1.8pt;"> </span>por<span style="letter-spacing: .6pt;"> </span>escrito.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 2.1pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .05pt; line-height: 105%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: .05pt;">misi</span>ón<span style="letter-spacing: 1.75pt;"> </span>del<span style="letter-spacing: 1.45pt;"> </span>negocio<span style="letter-spacing: 1.85pt;"> </span>es<span style="letter-spacing: 1.4pt;"> </span>la<span style="letter-spacing: 1.35pt;"> </span>base<span style="letter-spacing: 1.6pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>las<span style="letter-spacing: 1.45pt;"> </span>prioridades,<span style="letter-spacing: 2.2pt;"> </span>estrategias,<span style="letter-spacing: 2.2pt;"> </span>planes<span style="letter-spacing: 1.75pt;"> </span>y<span style="letter-spacing: 1.3pt;"> </span>asignaciones<span style="letter-spacing: 2.3pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>trabajo.<span style="letter-spacing: 1.85pt;"> </span>Es<span style="letter-spacing: 1.4pt;"> </span>el<span style="letter-spacing: 1.35pt;"> </span>punto<span style="letter-spacing: 1.65pt;"> </span>de partida <span style="letter-spacing: .8pt;"> </span>para <span style="letter-spacing: .6pt;"> </span>diseñar <span style="letter-spacing: .8pt;"> </span>los <span style="letter-spacing: .45pt;"> </span>puestos <span style="letter-spacing: .85pt;"> </span>gerenciales <span style="letter-spacing: 1.15pt;"> </span>y, <span style="letter-spacing: .35pt;"> </span>sobre <span style="letter-spacing: .65pt;"> </span>todo, <span style="letter-spacing: .6pt;"> </span>para <span style="letter-spacing: .6pt;"> </span>diseñar <span style="letter-spacing: .8pt;"> </span>las <span style="letter-spacing: .45pt;"> </span>estructuras <span style="letter-spacing: 1.15pt;"> </span>administrativas. <span style="letter-spacing: 1.5pt;"> </span>Quizá <span style="letter-spacing: -.05pt;">nad</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">parezc</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">ta</span>n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">sencill</span>o <span style="letter-spacing: .6pt;"> </span>o <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">evident</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">sabe</span>r<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">cuá</span>l<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>. <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">Un</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">siderúrgic</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">produce acero</span>,<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">ferrocarri</span>l<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">tien</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">trene</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">transporta</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">carg</span>a<span style="letter-spacing: 1.85pt;"> </span>y<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">pasajeros</span>,<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">compañí</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">seguro</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">asegur</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">riesgo</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">de incendi</span>o <span style="letter-spacing: .1pt;"> </span>y<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">banc</span>o<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">prest</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">dinero</span>.<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">D</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">hecho</span>,<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">pregunt</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">"¿cuá</span>l<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">nue</span>s<span style="letter-spacing: -1.55pt;"> </span>tro<span style="letter-spacing: 1.8pt;"> </span>negocio?"<span style="letter-spacing: 2.4pt;"> </span>suele<span style="letter-spacing: 2.05pt;"> </span>ser<span style="letter-spacing: 1.85pt;"> </span>muy<span style="letter-spacing: 1.95pt;"> </span>difícil<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: 1.7pt;"> </span>la <span style="letter-spacing: -.05pt;">respuest</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">acertad</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">normalment</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">nad</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">evidente</span>.<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">responsabilida</span>d <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">primer</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">contestar est</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">pregunta</span>. <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">Sól</span>o <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">ello</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">garantiza</span>r <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">pregunt</span>a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">recib</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">atenció</span>n <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">merec</span>e <span style="letter-spacing: .5pt;"> </span>y<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">respue</span><span style="letter-spacing: .15pt;">sta </span>tenga<span style="letter-spacing: .8pt;"> </span>sentido<span style="letter-spacing: .95pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>permita<span style="letter-spacing: 1.0pt;"> </span>al<span style="letter-spacing: .5pt;"> </span>negocio<span style="letter-spacing: 1.0pt;"> </span>tramar<span style="letter-spacing: .9pt;"> </span>su<span style="letter-spacing: .55pt;"> </span>curso<span style="letter-spacing: .8pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>fijar<span style="letter-spacing: .65pt;"> </span>sus<span style="letter-spacing: .65pt;"> </span>metas.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.2pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Ta</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">l<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">ve</span>z<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">se</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">fáci</span>l<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">entende</span>r<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">s</span>i<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">no</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">concentramo</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">empieza</span>.<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">A</span>l<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt; mso-font-width: 102%;">principio, </span><span style="letter-spacing: -.1pt;">e</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.1pt;">nuev</span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.1pt;">negoci</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">n</span>o<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">e</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">sin</span>o<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.1pt;">u</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">grup</span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">ideas</span>.<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.1pt;">E</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.1pt;">inici</span>o<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">u</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">nego</span>c<span style="letter-spacing: -1.45pt;"> </span><span style="letter-spacing: -.05pt;">i</span>o<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">nuev</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">descans</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">seri</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">creencias qu</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">indica</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">nuev</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">ofrece</span>r<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">ciert</span>o<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">product</span>o<span style="letter-spacing: 2.05pt;"> </span>o<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">servicio</span>,<span style="letter-spacing: 2.0pt;"> </span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">cierto</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">clientes</span>,<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">ciert</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">zona geográfica</span>, <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">mediant</span>e <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">algú</span>n <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">tip</span>o <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">tecnología</span>, <span style="letter-spacing: 1.35pt;"> </span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">preci</span>o <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">rentable</span>. <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">propietari</span>o <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.2pt;">nuev</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.2pt;">suele </span><span style="letter-spacing: -.1pt;">supone</span>r <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.1pt;">filosofí</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">administrativ</span>a <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.1pt;">nuev</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">empres</span>a <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.1pt;">producir</span>á <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">image</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.1pt;">públic</span>a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.1pt;">favorabl</span>e <span style="letter-spacing: .8pt;"> </span>y <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">este </span><span style="letter-spacing: -.05pt;">concept</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">podr</span>á<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">transmiti</span>r<span style="letter-spacing: 2.2pt;"> </span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">grupo</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">persona</span>s<span style="letter-spacing: 2.2pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">ser</span>á<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">adoptad</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">ellos</span>.<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">Cuand</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">serie </span>de<span style="letter-spacing: 1.35pt;"> </span>creencias<span style="letter-spacing: 1.95pt;"> </span>respecto<span style="letter-spacing: 1.65pt;"> </span>a<span style="letter-spacing: 1.0pt;"> </span>un<span style="letter-spacing: 1.1pt;"> </span>negocio,<span style="letter-spacing: 1.6pt;"> </span>al<span style="letter-spacing: 1.05pt;"> </span>principio,<span style="letter-spacing: 1.65pt;"> </span>se<span style="letter-spacing: 1.1pt;"> </span>pone<span style="letter-spacing: 1.3pt;"> </span>por<span style="letter-spacing: 1.15pt;"> </span>escrito,<span style="letter-spacing: 1.5pt;"> </span>el<span style="letter-spacing: 1.05pt;"> </span>documento<span style="letter-spacing: 1.85pt;"> </span>consecuente<span style="letter-spacing: 2.0pt;"> </span>refleja<span style="letter-spacing: 1.4pt;"> </span>las<span style="letter-spacing: 1.15pt;"> </span>mismas ideas<span style="letter-spacing: 2.15pt;"> </span>básicas<span style="letter-spacing: 2.35pt;"> </span>que<span style="letter-spacing: 2.0pt;"> </span>constituyen una<span style="letter-spacing: 2.0pt;"> </span>declaración de<span style="letter-spacing: 1.9pt;"> </span>misión.<span style="letter-spacing: 2.3pt;"> </span>Conforme<span style="letter-spacing: 2.5pt;"> </span>el<span style="letter-spacing: 1.85pt;"> </span>negocio<span style="letter-spacing: 2.35pt;"> </span>crece,<span style="letter-spacing: 2.2pt;"> </span>los<span style="letter-spacing: 1.9pt;"> </span>propietarios <span style="letter-spacing: .05pt;"> </span>o<span style="letter-spacing: 1.8pt;"> </span>gerentes <span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">encuentra</span>n <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">necesida</span>d <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">revisa</span>r <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">seri</span>e<span style="letter-spacing: 2.5pt;"> </span>de<span style="letter-spacing: 2.3pt;"> </span>creencias <span style="letter-spacing: .25pt;"> </span>fundamentales, <span style="letter-spacing: .75pt;"> </span>pero<span style="letter-spacing: 2.45pt;"> </span>estas<span style="letter-spacing: 2.55pt;"> </span>ideas<span style="letter-spacing: 2.55pt;"> </span>originales <span style="letter-spacing: .25pt;"> </span>se <span style="letter-spacing: -.1pt;">suele</span>n<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.1pt;">ve</span>r<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">reflejada</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">e</span>l<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">enunciad</span>o<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.1pt;">revisad</span>o<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">misión.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.2pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Mucha</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">s <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">veces</span>, <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">misione</span>s <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">aparece</span>n <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">primer</span>a <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">págin</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">informe</span>s <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">anuales</span>. <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">Con </span><span style="letter-spacing: .1pt;">frecuencia</span>, <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: .1pt;">la</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .1pt;">declaracione</span>s <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -2.9pt;">d</span>e<span style="letter-spacing: 2.6pt;"> </span>misiones <span style="letter-spacing: .5pt;"> </span>se<span style="letter-spacing: 2.6pt;"> </span>exhiben <span style="letter-spacing: .4pt;"> </span>a<span style="letter-spacing: 2.5pt;"> </span>lo<span style="letter-spacing: 2.55pt;"> </span>largo <span style="letter-spacing: .15pt;"> </span>y<span style="letter-spacing: 2.5pt;"> </span>ancho <span style="letter-spacing: .25pt;"> </span>de<span style="letter-spacing: 2.6pt;"> </span>los<span style="letter-spacing: 2.6pt;"> </span>locales <span style="letter-spacing: .35pt;"> </span>de<span style="letter-spacing: 2.6pt;"> </span>una <span style="letter-spacing: .05pt;"> </span>empresa <span style="letter-spacing: .5pt;"> </span>y<span style="letter-spacing: 2.5pt;"> </span>se <span style="letter-spacing: -.05pt;">distribuye</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">entr</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">miembro</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">mism</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">tiemp</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">algun</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">otr</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">informació</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">sobr</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">compañía</span>.<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">enunciad</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt; mso-font-width: 102%;">de l</span>a <span style="letter-spacing: -.05pt;"> misió</span>n <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">form</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">part</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">numeroso</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">informe</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">internos</span>, <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">solicitude</span>s <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">crédito</span>, <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">contrato</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">proveedores, </span>contratos <span style="letter-spacing: 1.65pt;"> </span>de <span style="letter-spacing: 1.05pt;"> </span>relaciones <span style="letter-spacing: 1.7pt;"> </span>laborales, <span style="letter-spacing: 1.65pt;"> </span>planes <span style="letter-spacing: 1.4pt;"> </span>empresariales <span style="letter-spacing: 2.05pt;"> </span>y <span style="letter-spacing: .95pt;"> </span>contratos <span style="letter-spacing: 1.65pt;"> </span>de <span style="letter-spacing: 1.05pt;"> </span>servicio <span style="letter-spacing: 1.5pt;"> </span>al <span style="letter-spacing: 1.0pt;"> </span>cliente. <span style="letter-spacing: 1.45pt;"> </span>A <span style="letter-spacing: 1.0pt;"> </span>continuación <span style="letter-spacing: 1.9pt;"> </span>se presenta<span style="letter-spacing: 1.1pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>declaración<span style="letter-spacing: 1.3pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>misión<span style="letter-spacing: .9pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>Barnett<span style="letter-spacing: .95pt;"> </span>Bank:<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.95pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">Barnet</span>t <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">crea</span>r <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">valore</span>s <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">propi</span>etarios, <span style="letter-spacing: 1.8pt;"> </span>clientes <span style="letter-spacing: 1.4pt;"> </span>y <span style="letter-spacing: .85pt;"> </span>empleados, <span style="letter-spacing: 1.75pt;"> </span>creando <span style="letter-spacing: 1.45pt;"> </span>y <span style="letter-spacing: .85pt;"> </span>capitalizando <span style="letter-spacing: -.05pt;">posicione</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">lídere</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">mercad</span>o<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">objet</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">vende</span>r<span style="letter-spacing: 2.15pt;"> </span>y<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">ofrece</span>r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">extens</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">gam</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">servicio</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">financiero</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">de </span><span style="letter-spacing: -.1pt;">gra</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">calida</span>d <span style="letter-spacing: .5pt;"> </span>y<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.1pt;">rentabilidad</span>. <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">E</span>l <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">enfoqu</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">nuestra</span>s <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">venta</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">e</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">brinda</span>r <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">u</span>n <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">servici</span>o <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.1pt;">comple</span>t<span style="letter-spacing: -1.3pt;"> </span>o<span style="letter-spacing: 2.3pt;"> </span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: .1pt;">lo</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: .1pt;">cliente</span>s <span style="letter-spacing: .2pt;"> </span>y<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: .1pt;">las </span>empresas<span style="letter-spacing: 2.05pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>nuestras<span style="letter-spacing: 1.95pt;"> </span>comunidades,<span style="letter-spacing: 2.4pt;"> </span>así<span style="letter-spacing: 1.45pt;"> </span>como<span style="letter-spacing: 1.65pt;"> </span>servicios<span style="letter-spacing: 1.95pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>procesamiento<span style="letter-spacing: 2.45pt;"> </span>y<span style="letter-spacing: 1.3pt;"> </span>asesoría<span style="letter-spacing: 1.95pt;"> </span>a<span style="letter-spacing: 1.3pt;"> </span>terceros.<span style="letter-spacing: 1.95pt;"> </span>Operaremos<span style="letter-spacing: 2.25pt;"> </span>con <span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">costo</span>s<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">bajo</span>s<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">se</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">posibl</span>e<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">conserva</span>r<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">servicio</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">gra</span>n<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">calida</span>d<span style="letter-spacing: .9pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">liderazg</span>o<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">mercado.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 1.15pt 3.8pt 0.0001pt 5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt;">Un</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.1pt;">buen</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">declaraci</span>ón<span style="letter-spacing: 2.25pt;"> </span>de<span style="letter-spacing: 1.5pt;"> </span>la<span style="letter-spacing: 1.45pt;"> </span>misión<span style="letter-spacing: 1.85pt;"> </span>describe<span style="letter-spacing: 2.0pt;"> </span>el<span style="letter-spacing: 1.45pt;"> </span>propósito<span style="letter-spacing: 2.1pt;"> </span>de<span style="letter-spacing: 1.5pt;"> </span>la<span style="letter-spacing: 1.45pt;"> </span>organización<span style="letter-spacing: 2.4pt;"> </span>a<span style="letter-spacing: 1.4pt;"> </span>sus<span style="letter-spacing: 1.6pt;"> </span>clientes,<span style="letter-spacing: 2.0pt;"> </span>productos<span style="letter-spacing: 2.15pt;"> </span>o<span style="letter-spacing: 1.4pt;"> </span>servicios;<o:p></o:p></span></div><div class="MsoNormal" style="margin: 1.1pt 87.8pt 0.0001pt 5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">mercados,<span style="letter-spacing: 1.25pt;"> </span>filosofía<span style="letter-spacing: 1.0pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>tecnología<span style="letter-spacing: 1.25pt;"> </span>básica.<span style="letter-spacing: .95pt;"> </span>Según<span style="letter-spacing: .9pt;"> </span>Vern<span style="letter-spacing: .75pt;"> </span>McGinnis,<span style="letter-spacing: 1.2pt;"> </span>una<span style="letter-spacing: .65pt;"> </span>declaración<span style="letter-spacing: 1.3pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>misión<span style="letter-spacing: .9pt;"> </span>debe:<o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 273.8pt 0.0001pt 5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.2pt;">1</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">) <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">Defini</span>r<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">cóm</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n<span style="letter-spacing: 1.4pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">cóm</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">querrí</span>a<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">ser.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 102%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.0pt; margin-right: 5.5pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.2pt; line-height: 102%;">2</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;">) <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: .05pt;">E</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .05pt;">de</span>cir, <span style="letter-spacing: .05pt;"> </span>ser<span style="letter-spacing: 2.5pt;"> </span>lo<span style="letter-spacing: 2.4pt;"> </span>bastante <span style="letter-spacing: .35pt;"> </span>limitado <span style="letter-spacing: .25pt;"> </span>como <span style="letter-spacing: .05pt;"> </span>para<span style="letter-spacing: 2.6pt;"> </span>excluir <span style="letter-spacing: .15pt;"> </span>algunos <span style="letter-spacing: .25pt;"> </span>negocios <span style="letter-spacing: .35pt;"> </span>y<span style="letter-spacing: 2.35pt;"> </span>lo<span style="letter-spacing: 2.4pt;"> </span>bastante <span style="letter-spacing: .35pt;"> </span>amplio <span style="letter-spacing: .15pt;"> </span>como <span style="letter-spacing: .05pt;"> </span>para<span style="letter-spacing: 2.6pt;"> </span>dar <span style="letter-spacing: -.05pt;">cabid</span>a<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">crecimient</span>o<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">creativo.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.25pt 254.3pt 0.0001pt 5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.2pt;">3</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">) <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">Diferencia</span>r<span style="letter-spacing: 1.2pt;"> </span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">cualquier</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">demás.</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="WordSection2"> <div class="MsoNormal" style="margin: 3.85pt 213.75pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.2pt;">4</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">) <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.1pt;">Servi</span>r<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">marc</span>o<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">evalua</span>r<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.1pt;">la</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">actividade</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">presente</span>s<span style="letter-spacing: 1.1pt;"> </span>y<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">futur</span><span style="letter-spacing: .2pt;">a</span>s<span style="letter-spacing: 1.15pt;"> </span>y<o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 405.55pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.2pt;">5</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">) <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">Hace</span>r<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">declaración</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 116.05pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">n<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">término</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">bastant</span>e<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">claro</span>s<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>a<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">entende</span>r<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">bie</span>n<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">tod</span>a<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">organización.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .05pt; line-height: 106%;">Alguno</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: .05pt;">estratega</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">s</span>e<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: .05pt;">pasa</span>n<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: .05pt;">cas</span>i<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: .05pt;">tod</span>o<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: .05pt;">e</span>l<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: .05pt;">tiemp</span>o<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: .05pt;">dedicado</span>s<span style="letter-spacing: 1.7pt;"> </span>a<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: .05pt;">cuestione</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">administrativa</span>s<span style="letter-spacing: 2.1pt;"> </span>y<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: .05pt;">táctica</span>s<span style="letter-spacing: 1.5pt;"> </span>y<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: .05pt;">lo</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: .05pt;">estrategas </span><span style="letter-spacing: -.1pt;">qu</span>e <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.1pt;">s</span>e <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.1pt;">apresura</span>n <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">establece</span>r <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: 1.2pt;"> </span>y <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">pone</span>r <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">práctic</span>a <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">estrategias</span>, <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">frecuenci</span>a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">detiene</span>n <span style="letter-spacing: 1.2pt;"> </span>a <span style="letter-spacing: -.05pt;">prepara</span>r <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">misión</span>. <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">Est</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">problem</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">est</span>á <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">mu</span>y <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">generalizado</span>, <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">inclus</span>o <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">entr</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">grandes </span>organizaciones. <span style="letter-spacing: .55pt;"> </span>Alrededor del<span style="letter-spacing: 2.1pt;"> </span>40%<span style="letter-spacing: 2.2pt;"> </span>de<span style="letter-spacing: 2.05pt;"> </span>las<span style="letter-spacing: 2.05pt;"> </span>corporaciones <span style="letter-spacing: .4pt;"> </span>grandes<span style="letter-spacing: 2.5pt;"> </span>de<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -1.5pt;">E</span><span style="letter-spacing: -.05pt;">stado</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">Unido</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">cuenta</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">todaví</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">una </span>declaración<span style="letter-spacing: 2.5pt;"> </span>formal<span style="letter-spacing: 2.05pt;"> </span>de<span style="letter-spacing: 1.75pt;"> </span>la<span style="letter-spacing: 1.7pt;"> </span>misión,<span style="letter-spacing: 2.15pt;"> </span>entre<span style="letter-spacing: 1.95pt;"> </span>ellas<span style="letter-spacing: 1.9pt;"> </span>Walt<span style="letter-spacing: 1.9pt;"> </span>Disney<span style="letter-spacing: 2.1pt;"> </span>Company,<span style="letter-spacing: 2.4pt;"> </span>Grumman<span style="letter-spacing: 2.4pt;"> </span>Corporation<span style="letter-spacing: 2.5pt;"> </span>y<span style="letter-spacing: 1.65pt;"> </span>las<span style="letter-spacing: 1.75pt;"> </span>tiendas<span style="letter-spacing: 2.15pt;"> </span>Wal<span style="letter-spacing: 1.85pt;"> </span>Mart. <span style="letter-spacing: -.05pt;">Si</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">embargo</span>,<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">60</span>%<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">s</span>i<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">tiene</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">document</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">forma</span>l<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">misión</span>.<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">Dí</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">dí</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">aument</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">númer</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">organizacio</span>nes <span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">está</span>n<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">elaborand</span>o<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">formale</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">misión.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 5.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div align="center" class="MsoNormal" style="margin: 0cm 242.4pt 0.0001pt 26.15pt; text-align: center;"><b><i><span style="font-family: "Arial","sans-serif";">B. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.15pt;">Importanci</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.15pt;">d</span>e<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.15pt;">un</span>a<span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.15pt;">misió</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.15pt;">clar</span>a<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.15pt;">de</span>l<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.15pt; mso-font-width: 102%;">negocio</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">importanci</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">buen</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">est</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">bie</span>n<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">documentada e</span>n <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">mucha</span>s <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">obras</span>. <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">U</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">estudi</span>o <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">recient</span>e <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .25pt;"> </span>compara <span style="letter-spacing: .7pt;"> </span>los <span style="letter-spacing: .2pt;"> </span>enunciados <span style="letter-spacing: .9pt;"> </span>de <span style="letter-spacing: .15pt;"> </span>las <span style="letter-spacing: .2pt;"> </span>misiones <span style="letter-spacing: .7pt;"> </span>de <span style="letter-spacing: .15pt;"> </span>las <span style="letter-spacing: .2pt;"> </span>500 <span style="letter-spacing: .25pt;"> </span>empresas <span style="letter-spacing: .8pt;"> </span>de Fortune<span style="letter-spacing: 2.3pt;"> </span>que<span style="letter-spacing: 1.95pt;"> </span>obtenían<span style="letter-spacing: 2.35pt;"> </span>buenos<span style="letter-spacing: 2.25pt;"> </span>resultados<span style="letter-spacing: 2.5pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span>las<span style="letter-spacing: 1.85pt;"> </span>empresas<span style="letter-spacing: 2.45pt;"> </span>que<span style="letter-spacing: 1.95pt;"> </span>obtenían<span style="letter-spacing: 2.35pt;"> </span>malos<span style="letter-spacing: 2.15pt;"> </span>resultados,<span style="letter-spacing: 2.55pt;"> </span>llega<span style="letter-spacing: 2.05pt;"> </span>a<span style="letter-spacing: 1.75pt;"> </span>la<span style="letter-spacing: 1.8pt;"> </span>conclusión<span style="letter-spacing: 2.55pt;"> </span>de que<span style="letter-spacing: 2.0pt;"> </span>las<span style="letter-spacing: 1.9pt;"> </span>que<span style="letter-spacing: 2.0pt;"> </span>tenían<span style="letter-spacing: 2.2pt;"> </span>buenos<span style="letter-spacing: 2.3pt;"> </span>resultados<span style="letter-spacing: 2.55pt;"> </span>también<span style="letter-spacing: 2.35pt;"> </span>tenían<span style="letter-spacing: 2.2pt;"> </span>declaraciones <span style="letter-spacing: .2pt;"> </span>de<span style="letter-spacing: 1.9pt;"> </span>la<span style="letter-spacing: 1.85pt;"> </span>misión<span style="letter-spacing: 2.25pt;"> </span>más <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">amplia</span>s<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">tenían </span>malos <span style="letter-spacing: 1.0pt;"> </span>resultados. <span style="letter-spacing: 1.45pt;"> </span>King <span style="letter-spacing: .9pt;"> </span>y <span style="letter-spacing: .6pt;"> </span>Cleland <span style="letter-spacing: 1.15pt;"> </span>recomiendan <span style="letter-spacing: 1.6pt;"> </span>a <span style="letter-spacing: .6pt;"> </span>las <span style="letter-spacing: .75pt;"> </span>organizaciones <span style="letter-spacing: 1.8pt;"> </span>que <span style="letter-spacing: .8pt;"> </span>redacten <span style="letter-spacing: 1.25pt;"> </span>cuidadosamente <span style="letter-spacing: 1.9pt;"> </span>sus declaraciones<span style="letter-spacing: 1.55pt;"> </span>de<span style="letter-spacing: .6pt;"> </span>las<span style="letter-spacing: .65pt;"> </span>misiones,<span style="letter-spacing: 1.2pt;"> </span>por<span style="letter-spacing: .65pt;"> </span>los<span style="letter-spacing: .65pt;"> </span>siguientes<span style="letter-spacing: 1.25pt;"> </span>motivos:<o:p></o:p></span></div><div class="MsoNormal" style="margin: 1.95pt 221.8pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">1<span style="letter-spacing: -2.55pt;"> </span>A<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">efect</span>o<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">garantiza</span>r<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">propósit</span>o<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">unánim</span>e<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">organización.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 191.05pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">2</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">Senta</span>r<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">bas</span>e<span style="letter-spacing: .7pt;"> </span>o<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">norm</span>a<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">asigna</span>r<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">recurso</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">organización.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 265.3pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">3</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span>Establecer<span style="letter-spacing: 1.25pt;"> </span>una<span style="letter-spacing: .65pt;"> </span>tónica<span style="letter-spacing: .85pt;"> </span>general<span style="letter-spacing: 1.0pt;"> </span>o<span style="letter-spacing: .45pt;"> </span>clima<span style="letter-spacing: .8pt;"> </span>organizacional.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: 4.15pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 23.0pt; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt; line-height: 109%;">4</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">Servi</span>r<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">punt</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">loca</span>l<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">permit</span>a<span style="letter-spacing: 1.8pt;"> </span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">persona</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">identificars</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">propósit</span>o<span style="letter-spacing: 1.95pt;"> </span>y<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">Curso</span>'<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>,<span style="letter-spacing: 2.3pt;"> </span>y <span style="letter-spacing: -.1pt;">la</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.1pt;">n</span>o<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">pued</span><span style="letter-spacing: -.05pt;">a</span>n<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">hacerlo</span>,<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">siga</span>n<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">participand</span>o<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">organización.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: 5.5pt; margin-top: .8pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 23.0pt; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt; line-height: 109%;">5</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">Permiti</span>r <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">pueda</span>n <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">converti</span>r <span style="letter-spacing: .6pt;"> </span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">estructur</span>a <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">labora</span>l <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">incluy</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">asignació</span>n <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">tareas entr</span>e<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">elemento</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">responsable</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">organización.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 102%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: 4.95pt; margin-top: 1.55pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 23.0pt; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt; line-height: 102%;">6</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: .15pt;">Especi</span><span style="letter-spacing: -.6pt;">f</span><span style="letter-spacing: -.05pt;">ica</span>r<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">pro</span>p<span style="letter-spacing: 1.55pt;"> </span>'<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">'to</span>s<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n<span style="letter-spacing: 2.25pt;"> </span>y<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">conversa</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">esto</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">propósito</span>s<span style="letter-spacing: 2.05pt;"> </span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">objetivos</span>,<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">ta</span>l<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">maner</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">que </span>se<span style="letter-spacing: .55pt;"> </span>puedan<span style="letter-spacing: 1.0pt;"> </span>evaluar<span style="letter-spacing: .95pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>controlar<span style="letter-spacing: 1.1pt;"> </span>los<span style="letter-spacing: .6pt;"> </span>parámetros<span style="letter-spacing: 1.3pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>costos,<span style="letter-spacing: .95pt;"> </span>tiempos<span style="letter-spacing: 1.0pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>resultadoS.6<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.65pt; margin-top: 2.25pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">Reube</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">Mark</span>,<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">directo</span>r<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">ejecutiv</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">Colgate</span>,<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">sostien</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">cad</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">ve</span>z<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">important</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">clar</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">tenga sentid</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">plan</span>o<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">internacional</span>. <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">CoIgat</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">resumi</span>r<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">cuatr</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">palabras</span>,<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">"Podemo</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">los </span>mejores".<span style="letter-spacing: 1.15pt;"> </span>Mark<span style="letter-spacing: .75pt;"> </span>piensa<span style="letter-spacing: .9pt;"> </span>lo<span style="letter-spacing: .5pt;"> </span>siguiente<span style="letter-spacing: 1.1pt;"> </span>sobre<span style="letter-spacing: .8pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>declaración<span style="letter-spacing: 1.3pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>misión:<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 1.9pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt; line-height: 104%;">Cuand</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 104%;">o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">s</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">trat</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">reuni</span>r<span style="letter-spacing: 2.25pt;"> </span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">todo</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">ba</span><span style="letter-spacing: -.05pt;">j</span>o<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">mant</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">corporación</span>,<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">fundamenta</span>l<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">impulsa</span>r<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">visió</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">global</span>,<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">en luga</span>r <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">trata</span>r <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">transmiti</span>r <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">diferente</span>s <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">mensaje</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">diferente</span>s <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">culturas</span>. <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">truc</span>o <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">consist</span>e <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">tene</span>r <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">visión </span>sencilla, <span style="letter-spacing: .4pt;"> </span>pero <span style="letter-spacing: .1pt;"> </span>elevada: <span style="letter-spacing: .4pt;"> </span>"Fabricamos <span style="letter-spacing: .75pt;"> </span>las<span style="letter-spacing: 2.55pt;"> </span>computadoras <span style="letter-spacing: .9pt;"> </span>más <span style="letter-spacing: .05pt;"> </span>rápidas <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">de</span>]<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">mundo</span>"<span style="letter-spacing: 2.3pt;"> </span>o<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">"Nuestr</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">servici</span>o<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">telefónic</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">es par</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">todos"</span>.<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">jamá</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">lograr</span>á<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">tod</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">mund</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">cargu</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">batería</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">usand</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">sól</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">financieros</span>.<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">Tien</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">ser alg</span>o<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">hag</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">gent</span>e<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">sient</span>a<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">mejor</span>,<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">sient</span>a<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">part</span>e<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">algo.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .15pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">1</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">L</span>a<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">visió</span>n<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">contr</span>a<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">misi</span><span style="letter-spacing: .25pt;">ón.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">Alguna</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>n <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .2pt;"> </span>y<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">tambié</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">visión</span>. <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">la </span>misión <span style="letter-spacing: 1.85pt;"> </span>contesta <span style="letter-spacing: 2.0pt;"> </span>la <span style="letter-spacing: 1.45pt;"> </span>pregunta, <span style="letter-spacing: 2.1pt;"> </span>"¿Cuál <span style="letter-spacing: .75pt;"> </span>es <span style="letter-spacing: 1.5pt;"> </span>nuestro <span style="letter-spacing: 1.95pt;"> </span>negocio?", <span style="letter-spacing: 2.2pt;"> </span>mientras <span style="letter-spacing: 2.05pt;"> </span>que <span style="letter-spacing: 1.6pt;"> </span>la <span style="letter-spacing: 1.45pt;"> </span>de <span style="letter-spacing: 1.5pt;"> </span>la <span style="letter-spacing: 1.45pt;"> </span>visión <span style="letter-spacing: 1.8pt;"> </span>contesta <span style="letter-spacing: 2.0pt;"> </span>a: <span style="letter-spacing: 1.45pt;"> </span>"¿Qué queremos<span style="letter-spacing: 1.2pt;"> </span>ser?".<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .45pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">2</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">E</span>l<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">proces</span>o<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">par</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">prepa</span><span style="letter-spacing: .25pt;">ra</span>r<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">un</span>a<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">declaració</span>n<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">d</span>e<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">l</span>a<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">misión.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 104%;">Com</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 104%;">o <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">ve</span>r <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">model</span>o <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">estratégica</span>, <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">ante</span>s <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">pode</span>r <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">formula</span>r <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">estrategias alternativa</span>s <span style="letter-spacing: .25pt;"> </span>y<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">pode</span>r<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">aplicarla</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">requier</span>e<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">clar</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">misión</span>. <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">E</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">important</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">proceso </span><span style="letter-spacing: -.2pt;">par</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.15pt;">e</span><span style="letter-spacing: -.05pt;">labora</span>r<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">involucr</span>o<span style="letter-spacing: 2.5pt;"> </span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">mayo</span>r<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">cantida</span>d<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">posibl</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">gerentes</span>,<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">porqu</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">personas </span>se <span style="letter-spacing: .45pt;"> </span>comprometen <span style="letter-spacing: 1.4pt;"> </span>con <span style="letter-spacing: .55pt;"> </span>la <span style="letter-spacing: .4pt;"> </span>organización <span style="letter-spacing: 1.35pt;"> </span>gracias <span style="letter-spacing: .85pt;"> </span>a <span style="letter-spacing: .35pt;"> </span>su <span style="letter-spacing: .45pt;"> </span>involucramiento. <span style="letter-spacing: 1.65pt;"> </span>El <span style="letter-spacing: .4pt;"> </span>comentario <span style="letter-spacing: 1.2pt;"> </span>de <span style="letter-spacing: .45pt;"> </span>Mark <span style="letter-spacing: .65pt;"> </span>sobre <span style="letter-spacing: .7pt;"> </span>las <span style="letter-spacing: .5pt;"> </span>baterías <span style="letter-spacing: -.05pt;">acentú</span>a<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">cuá</span>n<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">necesari</span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">result</span>a<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">buen</span>a<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">misión.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 2.1pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">U</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">enfoqu</span>e <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">us</span>a <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">much</span>o <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>r <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">misione</span>s <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">empiez</span>a <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">seleccionar vario</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">artículo</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">sobr</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">solicita</span>r<span style="letter-spacing: 2.1pt;"> </span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">todo</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">lea</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">tene</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">información </span><span style="letter-spacing: .2pt;">básica</span>. <span style="letter-spacing: .75pt;"> </span>A <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: .2pt;">c</span><span style="letter-spacing: -.55pt;">o</span><span style="letter-spacing: -.05pt;">ntinuació</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">solicit</span>a<span style="letter-spacing: 2.45pt;"> </span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">preparen</span>, <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">personalmente</span>, <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">de es</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>. <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">Después</span>,<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">agent</span>e<span style="letter-spacing: 2.15pt;"> </span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">comit</span>é<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">mando</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">superiores</span>,<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">reuni</span>r<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">toda</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">esta</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">en u</span>n <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">sol</span>o <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">document</span>o <span style="letter-spacing: 2.35pt;"> </span>y <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">distribui</span>r <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">borrado</span>r <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">é</span>s<span style="letter-spacing: -1.75pt;"> </span>te <span style="letter-spacing: 1.0pt;"> </span>entre <span style="letter-spacing: 1.3pt;"> </span>todos <span style="letter-spacing: 1.3pt;"> </span>los <span style="letter-spacing: 1.1pt;"> </span>gerentes. <span style="letter-spacing: 1.65pt;"> </span>El <span style="letter-spacing: 1.0pt;"> </span>siguiente <span style="letter-spacing: 1.6pt;"> </span>paso <span style="letter-spacing: 1.25pt;"> </span>es <span style="letter-spacing: 1.05pt;"> </span>solicitar <span style="letter-spacing: -.05pt;">sugerencia</span>s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">modificaciones</span>, <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">aumento</span>s <span style="letter-spacing: .9pt;"> </span>y <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">supresiones</span>, <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">as</span>í <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">sostene</span>r <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">junt</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">revisa</span>r <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">el documento</span>.<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">E</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">medid</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">todo</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">haya</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">contribuid</span>o<span style="letter-spacing: 2.35pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">apoye</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">document</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">fina</span>l<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">declaración d</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>, <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">tendrá</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">meno</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">problema</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">consegui</span>r <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">apoyen otra</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">formular</span>, <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">pone</span>r<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">práctic</span>a <span style="letter-spacing: .1pt;"> </span>y<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">estrategias</span>. <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">tanto</span>,<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">proces</span>o <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>r <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">una declaració</span>n <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">represent</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">magnífic</span>a <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">oportunida</span>d <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">consiga</span>n <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">apoy</span>o <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">que necesita</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">todo</span>s<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">empresa.</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="WordSection3"> <div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 3.85pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Durant</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">proces</span>o<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">misión</span>,<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">alguna</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">forma</span>n<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">grupo</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">discusión </span><span style="letter-spacing: -.2pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.2pt;">gere</span><span style="letter-spacing: -.05pt;">nte</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">objet</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">elabore</span>n<span style="letter-spacing: 1.8pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">modifique</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">misión</span>.<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">Otra</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">contrata</span>n<span style="letter-spacing: 1.85pt;"> </span>a <span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">aseso</span>r<span style="letter-spacing: 2.5pt;"> </span>o<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">agent</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">exterio</span>r<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">ést</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">dirij</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">proces</span>o<span style="letter-spacing: 2.6pt;"> </span>y<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">ayud</span>e<span style="letter-spacing: 2.45pt;"> </span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">usa</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">palabra</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">correcta</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">la </span>redacción. <span style="letter-spacing: 2.2pt;"> </span>En <span style="letter-spacing: 1.55pt;"> </span>ocasiones, <span style="letter-spacing: 2.25pt;"> </span>la <span style="letter-spacing: 1.5pt;"> </span>persona <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.15pt;">d</span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">exterior</span>, <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">experienci</span>a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>r <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">del negoci</span>o <span style="letter-spacing: .25pt;"> </span>y<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">si</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">opinione</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">“prejuiciadas"</span>, <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">dirigi</span>r <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">proces</span>o <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">mejo</span>r <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">grup</span>o <span style="letter-spacing: .1pt;"> </span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">comit</span>é <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">la empresa</span>.<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">Cuand</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">document</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">est</span>á<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">form</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">final</span>,<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">decidi</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">cuá</span>l<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">ser</span>á<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">mejo</span>r<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">maner</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">comunica</span>r<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">la </span>misión <span style="letter-spacing: 1.5pt;"> </span>a <span style="letter-spacing: 1.05pt;"> </span>todos <span style="letter-spacing: 1.4pt;"> </span>los <span style="letter-spacing: 1.2pt;"> </span>gerentes, <span style="letter-spacing: 1.75pt;"> </span>empleados <span style="letter-spacing: 1.9pt;"> </span>y <span style="letter-spacing: 1.05pt;"> </span>grupos <span style="letter-spacing: 1.55pt;"> </span>externos <span style="letter-spacing: 1.7pt;"> </span>que <span style="letter-spacing: 1.25pt;"> </span>constituyen <span style="letter-spacing: 1.9pt;"> </span>la <span style="letter-spacing: 1.1pt;"> </span>organizacion. <span style="letter-spacing: 2.1pt;"> </span>Algunas <span style="letter-spacing: -.05pt;">organizacione</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">inclus</span>o<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">filma</span>n<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">videocint</span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">explica</span>r<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">enunciad</span>o<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: .85pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">cóm</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">elaboró.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.95pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">U</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">articul</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">recient</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">Campbel</span>l<span style="letter-spacing: 2.25pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">Yeun</span>g<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">subray</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">prepara</span>r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">establece</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">un </span>"vinculo <span style="letter-spacing: 1.4pt;"> </span>emocional" <span style="letter-spacing: 1.7pt;"> </span>y <span style="letter-spacing: .85pt;"> </span>un <span style="letter-spacing: .95pt;"> </span>"sentido <span style="letter-spacing: 1.45pt;"> </span>de <span style="letter-spacing: .95pt;"> </span>misión" <span style="letter-spacing: 1.35pt;"> </span>entre <span style="letter-spacing: 1.2pt;"> </span>la <span style="letter-spacing: .9pt;"> </span>organización <span style="letter-spacing: 1.85pt;"> </span>y <span style="letter-spacing: .85pt;"> </span>sus <span style="letter-spacing: 1.05pt;"> </span>empleados. <span style="letter-spacing: 1.75pt;"> </span>El <span style="letter-spacing: .9pt;"> </span>compromiso <span style="letter-spacing: 1.8pt;"> </span>con <span style="letter-spacing: 1.05pt;"> </span>la estrategia<span style="letter-spacing: 2.15pt;"> </span>de<span style="letter-spacing: 1.5pt;"> </span>la<span style="letter-spacing: 1.45pt;"> </span>compañía<span style="letter-spacing: 2.15pt;"> </span>y<span style="letter-spacing: 1.4pt;"> </span>el<span style="letter-spacing: 1.45pt;"> </span>consenso<span style="letter-spacing: 2.1pt;"> </span>intelectual<span style="letter-spacing: 2.15pt;"> </span>sobre<span style="letter-spacing: 1.4pt;"> </span>las<span style="letter-spacing: 1.2pt;"> </span>estrategias<span style="letter-spacing: 1.9pt;"> </span>que<span style="letter-spacing: 1.25pt;"> </span>se<span style="letter-spacing: 1.15pt;"> </span>seguirán,<span style="letter-spacing: 1.75pt;"> </span>no<span style="letter-spacing: 1.15pt;"> </span>siempre<span style="letter-spacing: 1.6pt;"> </span>se<span style="letter-spacing: 1.15pt;"> </span>traducen <span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">víncul</span>o <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">emocional</span>. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">tanto</span>, <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">formulada</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">siempr</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">poners</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">práctica</span>. <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">Estos investigadore</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">subraya</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">vincul</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">emociona</span>l<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">present</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">alguie</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">identific</span>a <span style="letter-spacing: 2.0pt;"> </span>personalmente<span style="letter-spacing: 2.35pt;"> </span>con<span style="letter-spacing: 1.4pt;"> </span>los valores<span style="letter-spacing: 2.6pt;"> </span>y<span style="letter-spacing: 2.1pt;"> </span>la<span style="letter-spacing: 2.15pt;"> </span>conducta <span style="letter-spacing: .1pt;"> </span>básicos<span style="letter-spacing: 2.65pt;"> </span>de<span style="letter-spacing: 2.2pt;"> </span>la<span style="letter-spacing: 2.15pt;"> </span>empresa, <span style="letter-spacing: .15pt;"> </span>haciendo <span style="letter-spacing: .1pt;"> </span>así<span style="letter-spacing: 2.25pt;"> </span>que<span style="letter-spacing: 2.3pt;"> </span>el<span style="letter-spacing: 2.15pt;"> </span>consenso <span style="letter-spacing: .15pt;"> </span>intelectual <span style="letter-spacing: .2pt;"> </span>y<span style="letter-spacing: 2.1pt;"> </span>el<span style="letter-spacing: 2.15pt;"> </span>compromiso <span style="letter-spacing: .4pt;"> </span>con<span style="letter-spacing: 2.3pt;"> </span>la <span style="letter-spacing: -.05pt;">estrategi</span>a <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">convierta</span>n <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">sentid</span>o <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">misión</span>. <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">Campbel</span>l <span style="letter-spacing: 1.25pt;"> </span>y <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">Yeun</span>g <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">tambié</span>n <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">señala</span>n <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">diferenci</span>a <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">entr</span>e <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">los término</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">visió</span>n <span style="letter-spacing: .2pt;"> </span>y <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .5pt;"> </span>y <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">dice</span>n <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">visió</span>n <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">"u</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">estad</span>o <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">futuro</span>, <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">posibl</span>e <span style="letter-spacing: .55pt;"> </span>y <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">deseable</span>, <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>" <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">que </span>incluye<span style="letter-spacing: .95pt;"> </span>metas<span style="letter-spacing: .85pt;"> </span>especificas,<span style="letter-spacing: 1.35pt;"> </span>mientras<span style="letter-spacing: 1.1pt;"> </span>que<span style="letter-spacing: .65pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>ligada<span style="letter-spacing: .85pt;"> </span>a<span style="letter-spacing: .45pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>conducta<span style="letter-spacing: 1.1pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>al<span style="letter-spacing: .5pt;"> </span>presente.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 5.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .3pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 27.5pt;"><b><i><span style="font-family: "Arial","sans-serif";">C. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.1pt;">Naturalez</span>a<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">misió</span>n<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.1pt;">empresa</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 11.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .8pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 45.5pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">1</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .25pt;">Un</span>a<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">declaració</span>n<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">d</span>e<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">l</span>a<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">actitud.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.55pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 109%;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">l<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">enunciad</span>o<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">actitu</span>d<span style="letter-spacing: 1.6pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">perspectiva</span>,<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">detalles específicos</span>.<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">general</span>,<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">alcance</span>,<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">menos</span>,<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">do</span>s<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">motivo</span>s<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">fundamentales.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.55pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 505.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">n <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">prime</span>r <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">término</span>, <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">buen</span>a <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">permit</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.1pt;">genera</span>r <span style="letter-spacing: .25pt;"> </span>y<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">considera</span>r <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">gam</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">objetivo</span>s <span style="letter-spacing: .35pt;"> </span>y <span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">alternativa</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">factibles</span>, <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">sofoca</span>, <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">innecesariamente</span>, <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">creativida</span>d <span style="letter-spacing: -.05pt;">administrativa</span>.<span style="letter-spacing: -1.4pt;"> </span><span style="letter-spacing: -.05pt;">La determinació</span>n <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">excesiv</span>a <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">limitarí</span>a <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">potencia</span>l <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">crecimient</span>o <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">creativ</span>o <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>. <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">otr</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.15pt;">p</span><span style="letter-spacing: -.05pt;">arte</span>, <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">una declaració</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">demasiad</span>o <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">general</span>,<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">excluy</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">ningun</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">estrategi</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">alternativa</span>, <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">serí</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">disfuncional</span>. <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">ejemplo</span>, <span style="letter-spacing: -.05pt;">la </span><span style="letter-spacing: -.1pt;">declaració</span>n <span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">misió</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">Appl</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.1pt;">Compute</span>r<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.1pt;">n</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">deb</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">deja</span>r<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">abiert</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">posibilida</span>d<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">s</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">diversifiqu</span>e <span style="letter-spacing: -.1pt;">a</span>l<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">ramo </span>de<span style="letter-spacing: .6pt;"> </span>los<span style="letter-spacing: .65pt;"> </span>plaguicidas,<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">n</span>i<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">For</span>d<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">Moto</span>r<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">Compan</span>y<span style="letter-spacing: 1.15pt;"> </span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">alimento</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">procesados.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.8pt; margin-top: 1.2pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 51.0pt 103.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">segundo</span>, <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">tien</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">ampli</span>o<span style="letter-spacing: 2.5pt;"> </span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">efect</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">concilia</span>r<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">eficaci</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">divergencias entr</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">diferente</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">parte</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">interesada</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>, <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">persona</span>s <span style="letter-spacing: .15pt;"> </span>y<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">grupo</span>s <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.1pt;">persona</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.1pt;">tiene</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">un </span>interés <span style="letter-spacing: .5pt;"> </span>o <span style="letter-spacing: .05pt;"> </span>reclamos <span style="letter-spacing: .7pt;"> </span>especiales <span style="letter-spacing: .85pt;"> </span>en <span style="letter-spacing: .15pt;"> </span>la <span style="letter-spacing: .1pt;"> </span>compañía. <span style="letter-spacing: .85pt;"> </span>Las <span style="letter-spacing: .25pt;"> </span>partes <span style="letter-spacing: .5pt;"> </span>interesadas <span style="letter-spacing: .95pt;"> </span>incluyen <span style="letter-spacing: .65pt;"> </span>a <span style="letter-spacing: .05pt;"> </span>empleados, <span style="letter-spacing: .95pt;"> </span>gerentes, accionistas, <span style="letter-spacing: 2.3pt;"> </span>consejos <span style="letter-spacing: 2.1pt;"> </span>de <span style="letter-spacing: 1.55pt;"> </span>administración <span style="letter-spacing: 2.55pt;"> </span>' <span style="letter-spacing: 1.4pt;"> </span>clientes, <span style="letter-spacing: 2.05pt;"> </span>proveedores, <span style="letter-spacing: 2.45pt;"> </span>distribuidores, <span style="letter-spacing: 2.5pt;"> </span>acreedores, <span style="letter-spacing: 2.35pt;"> </span>gobiernos <span style="letter-spacing: 2.15pt;"> </span>locales, estatales, <span style="letter-spacing: 2.3pt;"> </span>federal <span style="letter-spacing: 1.5pt;"> </span>y <span style="letter-spacing: 1.0pt;"> </span>extranjeros), <span style="letter-spacing: 1.95pt;"> </span>sindicatos, <span style="letter-spacing: 1.8pt;"> </span>competidores, <span style="letter-spacing: 2.1pt;"> </span>grupos <span style="letter-spacing: 1.5pt;"> </span>defensores <span style="letter-spacing: 1.85pt;"> </span>del <span style="letter-spacing: 1.15pt;"> </span>ambiente <span style="letter-spacing: 1.7pt;"> </span>y <span style="letter-spacing: 1.0pt;"> </span>la <span style="letter-spacing: 1.05pt;"> </span>sociedad <span style="letter-spacing: 1.65pt;"> </span>en <span style="letter-spacing: -.05pt;">general</span>.<span style="letter-spacing: -1.95pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">parte</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">interesada</span>s <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">afecta</span>n <span style="letter-spacing: .95pt;"> </span>y <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">ve</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">afectada</span>s <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>, <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">per</span>o <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">los interese</span>s<span style="letter-spacing: 1.75pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">reclamo</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">diverso</span>s<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">grupo</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">varía</span>n <span style="letter-spacing: .4pt;"> </span>y,<span style="letter-spacing: 1.1pt;"> </span>con<span style="letter-spacing: 1.25pt;"> </span>frecuencia,<span style="letter-spacing: 1.9pt;"> </span>se<span style="letter-spacing: 1.15pt;"> </span>contraponen.<span style="letter-spacing: 2.05pt;"> </span>Por<span style="letter-spacing: 1.25pt;"> </span>ejemplo,<span style="letter-spacing: 1.65pt;"> </span>la<span style="letter-spacing: 1.1pt;"> </span>sociedad en<span style="letter-spacing: 1.8pt;"> </span>general<span style="letter-spacing: 2.2pt;"> </span>tiene<span style="letter-spacing: 2.0pt;"> </span>un<span style="letter-spacing: 1.8pt;"> </span>interés<span style="letter-spacing: 2.15pt;"> </span>especial<span style="letter-spacing: 2.3pt;"> </span>en<span style="letter-spacing: 1.8pt;"> </span>la<span style="letter-spacing: 1.75pt;"> </span>responsabilidad <span style="letter-spacing: .3pt;"> </span>social,<span style="letter-spacing: 2.1pt;"> </span>mientras<span style="letter-spacing: 2.3pt;"> </span>que<span style="letter-spacing: 1.9pt;"> </span>los<span style="letter-spacing: 1.8pt;"> </span>accionistas<span style="letter-spacing: 2.5pt;"> </span>tienen<span style="letter-spacing: 2.1pt;"> </span>más<span style="letter-spacing: 1.95pt;"> </span>interés <span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">rentabilidad</span>.<span style="letter-spacing: -1.6pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">reclamo</span>s <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">impone</span>n <span style="letter-spacing: 1.5pt;"> </span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">tod</span>o <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">suma</span>r <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">mil</span><span style="letter-spacing: .05pt;">es</span>, <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: .05pt;">literalmente</span>, <span style="letter-spacing: 1.85pt;"> </span>y <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: .05pt;">con </span><span style="letter-spacing: -.05pt;">frecuenci</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">incluye</span>n <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">air</span>e <span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">limpio</span>, <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">empleo</span>, <span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">impuestos</span>, <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">oportunida</span>d <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">inversión</span>, <span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">oportunida</span>d <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">hace</span>r <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">carrera, igualda</span>d <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: -.05pt;">oportunidade</span>s <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">empleo</span>, <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">prestacione</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">empleados</span>, <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">sueldo</span>s <span style="letter-spacing: .45pt;"> </span>y<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">salarios</span>, <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">agu</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">limpi</span>a <span style="letter-spacing: .3pt;"> </span>y <span style="letter-spacing: -.05pt;">servicio</span>s <span style="letter-spacing: 1.45pt;"> </span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">comunidad</span>. <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">Todo</span>s <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">reclamo</span>s <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">impone</span>n <span style="letter-spacing: 1.4pt;"> </span>a <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">tene</span>r <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">misma importancia</span>. <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">Un</span>a <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">buen</span>a <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">indic</span>a <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">atenció</span>n <span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">relativ</span>a <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">prestar</span>a <span style="letter-spacing: 2.1pt;"> </span>a satisfacer<span style="letter-spacing: 1.15pt;"> </span>las<span style="letter-spacing: .6pt;"> </span>exigencias<span style="letter-spacing: 1.25pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>diversos<span style="letter-spacing: 1.05pt;"> </span>grupos<span style="letter-spacing: .95pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>interés.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 4.65pt; margin-top: 2.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .25pt; line-height: 106%;">Enc</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.5pt; line-height: 106%;">o</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">ntra</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">r <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">equilibri</span>o <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">just</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">entr</span>e <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">especificida</span>d <span style="letter-spacing: 1.35pt;"> </span>y <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">generalida</span>d <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">mu</span>y <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">difícil</span>, <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">per</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">bie</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">val</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">esfuerzo. Georg</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">Steine</span>r<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">no</span>s<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">ofrec</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">siguiente</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">idea</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">cuant</span>o<span style="letter-spacing: 1.95pt;"> </span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">importanci</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">sea </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">larg</span>o<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.1pt;">alcance:</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.15pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">La<span style="letter-spacing: 2.45pt;"> </span>mayor <span style="letter-spacing: .15pt;"> </span>parte<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">expresa</span>n<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">enorm</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">grad</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">abstracción. Si</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">embargo</span>,<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">vagueda</span>d<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">tien</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">virtudes</span>.<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">tiene</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">propósit</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">expresa</span>r<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">fines </span>concretos, <span style="letter-spacing: .15pt;"> </span>sino<span style="letter-spacing: 2.25pt;"> </span>más<span style="letter-spacing: 2.25pt;"> </span>bien<span style="letter-spacing: 2.25pt;"> </span>ofrecer<span style="letter-spacing: 2.45pt;"> </span>los<span style="letter-spacing: 2.1pt;"> </span>motivos,<span style="letter-spacing: 2.6pt;"> </span>el<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">sentid</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">general</span>,<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">imagen</span>,<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">ton</span>o<span style="letter-spacing: 1.7pt;"> </span>y<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">filosofí</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">guiaro</span>n<span style="letter-spacing: 1.95pt;"> </span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">la </span>empresa. <span style="letter-spacing: 1.6pt;"> </span>El <span style="letter-spacing: .95pt;"> </span>exceso <span style="letter-spacing: 1.4pt;"> </span>de <span style="letter-spacing: 1.0pt;"> </span>detalles <span style="letter-spacing: 1.45pt;"> </span>puede <span style="letter-spacing: 1.35pt;"> </span>resultar <span style="letter-spacing: 1.45pt;"> </span>contraproducente <span style="letter-spacing: 2.3pt;"> </span>pues <span style="letter-spacing: 1.2pt;"> </span>las <span style="letter-spacing: 1.05pt;"> </span>especificaciones <span style="letter-spacing: 2.2pt;"> </span>concretas <span style="letter-spacing: 1.6pt;"> </span>pueden <span style="letter-spacing: -.1pt;">desperta</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">oposición</span>.<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">L</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">precisió</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">pued</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">sofoca</span>r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.1pt;">creativida</span>d<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">formula</span>r<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a <span style="letter-spacing: .7pt;"> </span>misión<span style="letter-spacing: 1.5pt;"> </span>o<span style="letter-spacing: 1.05pt;"> </span>un<span style="letter-spacing: 1.15pt;"> </span>propósito<span style="letter-spacing: 1.75pt;"> </span>aceptables. <span style="letter-spacing: -.05pt;">Cuand</span>o <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">met</span>a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">hac</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">dur</span>a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">concret</span>o <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">produc</span>e <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">rigide</span>z <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: 1.3pt;"> </span>y <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">opon</span>e <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">cambio</span>. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">La vagueda</span>d <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">dej</span>a <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">espaci</span>o <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">otro</span>s <span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">administradore</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">complete</span>n <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">detalle</span>s <span style="letter-spacing: 2.35pt;"> </span>o <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">quizás</span>, <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">incluso</span>, <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">que modifique</span>n <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">patrone</span>s <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">generales</span>. <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">vagueda</span>d <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">permit</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">flexibilida</span>d <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">adaptars</span>e <span style="letter-spacing: .6pt;"> </span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">ambiente</span>s <span style="letter-spacing: .65pt;"> </span>y<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">las </span>operaciones<span style="letter-spacing: 1.4pt;"> </span>internas<span style="letter-spacing: 1.0pt;"> </span>cambiantes.<span style="letter-spacing: 1.35pt;"> </span>Permite<span style="letter-spacing: 1.0pt;"> </span>mayor<span style="letter-spacing: .9pt;"> </span>flexibilidad<span style="letter-spacing: 1.25pt;"> </span>para<span style="letter-spacing: .75pt;"> </span>su<span style="letter-spacing: .55pt;"> </span>aplicación.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.5pt; margin-top: 2.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Un</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">buen</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">despiert</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">emocione</span>s<span style="letter-spacing: 2.55pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">sentimiento</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">positivo</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.15pt;"> </span>cuanto<span style="letter-spacing: 1.55pt;"> </span>a<span style="letter-spacing: 1.1pt;"> </span>la<span style="letter-spacing: 1.15pt;"> </span>organización;<span style="letter-spacing: 2.15pt;"> </span>es <span style="letter-spacing: -.05pt;">inspirador</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">sentid</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">quiene</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">lee</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">siente</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">movido</span>s<span style="letter-spacing: 2.0pt;"> </span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">actuar</span>.<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">Un</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">buen</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">misión produc</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">impresió</span>n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">tien</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">éxito</span>,<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">tien</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">rumb</span>o<span style="letter-spacing: 2.55pt;"> </span>y<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">val</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">pen</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">inverti</span>r<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">ell</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">tiempo</span>, <span style="letter-spacing: -.05pt;">apoy</span>o<span style="letter-spacing: 2.55pt;"> </span>y <span style="letter-spacing: -.15pt;">d</span><span style="letter-spacing: -.05pt;">inero</span>.<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">japonesa</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">cree</span>n<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">firmement</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">aspect</span>o<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">emociona</span>l<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">misión.</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="WordSection4"> <div align="center" class="MsoNormal" style="margin: 3.85pt 173.25pt 0.0001pt 170.25pt; text-align: center;"><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;"><br />
Perspectiv</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">a</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">de</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">l</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">ambient</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">e</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">natura</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">l</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -1.9pt;"> </span></b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;"><o:p></o:p></span></div><div align="center" class="MsoNormal" style="margin: 2.6pt 126pt 0.0001pt 123pt; text-align: center;"><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 96%;">¿E</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 96%;">s</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">activ</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">a</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">s</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">u</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">empres</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">a</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">e</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">n</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">cuestione</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">s</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.1pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">ambientales</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">?</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -1.9pt;"> </span></b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 101%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 13.75pt; margin-right: 14.35pt; margin-top: 2.3pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .15pt; line-height: 101%;">Reaaliza</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%;">r<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">la</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">actividade</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">d</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">maner</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">qu</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">s</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">preserv</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">e</span>l<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">ambient</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">represent</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">alg</span>o<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">má</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">qu</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">buena</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">relacione</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">públicas</span>;<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">es </span><span style="letter-spacing: .15pt;">bue</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">negocio</span>.<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">Preserva</span>r<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">e</span>l<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">ambient</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">e</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">part</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">permanent</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">d</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">la</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">actividade</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">d</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">lo</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">negocio</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">po</span>r<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">lo</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">siguiente</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">motivos</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 1.5pt 58.9pt 0.0001pt 13.75pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .35pt;">1</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">. <span style="letter-spacing: .25pt;">Lo</span>s<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: .25pt;">consumidore</span>s<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: .25pt;">está</span>n<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: .25pt;">exigiendo</span>,<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: .25pt;">cad</span>a<span style="letter-spacing: -.6pt;"> </span><span style="letter-spacing: .2pt;">ve</span>z<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">más</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">producto</span>s<span style="letter-spacing: -.05pt;"> </span>y<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">empaque</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">n</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">dañino</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">par</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">e</span>l<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">ambiente.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 101%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 31.75pt; margin-right: 14.15pt; margin-top: 1.65pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 31.0pt; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .35pt; line-height: 101%;">2</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%;">. <span style="letter-spacing: .2pt;">L</span>a<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">opinió</span>n<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">públic</span>a<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">tien</span>e<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">un</span>a<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">fuert</span>e<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">vo</span>z<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">qu</span>e<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">exig</span>e<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">qu</span>e<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">la</span>s<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">empresa</span>s<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">realice</span>n<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">su</span>s<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">actividade</span>s<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">ta</span>l<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">maner</span>a<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">qu</span>e<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .2pt;">s</span>e <span style="letter-spacing: .2pt;">preserv</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">e</span>l<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">ambiente.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.25pt 46.15pt 0.0001pt 13.75pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .35pt;">3</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">. <span style="letter-spacing: .3pt;">Lo</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">grupo</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">defensore</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">de</span>l<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">ambient</span>e<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">e</span>n<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">Estado</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">Unido</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">lle</span><span style="letter-spacing: .35pt;">ga</span>n<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .35pt;">ahor</span>a<span style="letter-spacing: .1pt;"> </span>a<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .35pt;">má</span>s<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .35pt;">d</span>e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .35pt;">2</span>0<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .35pt;">millone</span>s<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .35pt;">d</span>e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .35pt;">miembros.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 1.65pt 16.3pt 0.0001pt 13.75pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .35pt;">4</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">. <span style="letter-spacing: .1pt;">Lo</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">reglamento</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">ambientales</span>,<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">federale</span>s<span style="letter-spacing: -.25pt;"> </span>y<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">estatales</span>,<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">está</span>n<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">cambiand</span>o<span style="letter-spacing: -.25pt;"> </span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">gra</span>n<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">velocida</span>d<span style="letter-spacing: -.25pt;"> </span>y<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">volviéndos</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">má</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">complejos</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 101%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 31.75pt; margin-right: 14.25pt; margin-top: 2.4pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: -.15pt; line-height: 101%;">S</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%;">. <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: .2pt;">E</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">cad</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">ve</span>z<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">mayo</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">cantida</span>d<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">prestamista</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">qu</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">está</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">analizand</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">responsabilida</span>d<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">ambien</span><span style="letter-spacing: -.05pt;">ta</span>l<span style="letter-spacing: -.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: -.5pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: -.5pt;"> </span><span style="letter-spacing: -.05pt;">empresas </span><span style="letter-spacing: .2pt;">qu</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">solicita</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">crédito.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 101%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 31.75pt; margin-right: 14.25pt; margin-top: 1.5pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 31.0pt; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .35pt; line-height: 101%;">6</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%;">. <span style="letter-spacing: .1pt;">Mucho</span>s<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">consumidores</span>,<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">proveedores</span>,<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">distribuidore</span>s<span style="letter-spacing: -.35pt;"> </span>e<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">inversionista</span>s<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">s</span>e<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">niega</span>n<span style="letter-spacing: -.35pt;"> </span>a<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">hace</span>r<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">negocio</span>s<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">co</span>n<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">empresa</span>s<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">qu</span>e<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">no </span><span style="letter-spacing: .25pt;">cuida</span>n <span style="letter-spacing: .25pt;">e</span>l <span style="letter-spacing: .25pt;">ambiente.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 101%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 31.75pt; margin-right: 14.15pt; margin-top: 1.5pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 31.0pt; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .35pt; line-height: 101%;">7</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%;">. <span style="letter-spacing: .3pt;">L</span>a<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">cantida</span>d<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">d</span>e<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">demanda</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">po</span>r<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">responsabilida</span>d<span style="letter-spacing: .05pt;"> </span>y<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">la</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">multa</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">impuesta</span>s<span style="letter-spacing: .05pt;"> </span>a<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">empre</span><span style="letter-spacing: -.2pt;">sa</span>s<span style="letter-spacing: -.75pt;"> </span><span style="letter-spacing: -.2pt;">qu</span>e<span style="letter-spacing: -.75pt;"> </span><span style="letter-spacing: -.2pt;">tiene</span>n<span style="letter-spacing: -.75pt;"> </span><span style="letter-spacing: -.2pt;">problema</span>s<span style="letter-spacing: -.75pt;"> </span><span style="letter-spacing: -.2pt;">ambientales </span><span style="letter-spacing: .2pt;">va</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">e</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">aumento.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 1.5pt 14.05pt 0.0001pt 13.75pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .15pt;">Cad</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">a<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">ve</span>z<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">so</span>n<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">má</span>s<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">la</span>s<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">empresa</span>s<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">qu</span>e<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">actúa</span>n<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">pensand</span>o<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">e</span>n<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">e</span>l<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">ambiente</span>,<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">e</span>s<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">decir</span>,<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">qu</span>e<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">toma</span>n<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">l</span>a<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">iniciativ</span>a<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">par</span>a<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">desarrolla</span>r<span style="letter-spacing: -.2pt;"> </span>y <span style="letter-spacing: .25pt;">pone</span>r<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">e</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">práctic</span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">estrategia</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">qu</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">preserva</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">ambient</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">a</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">mism</span>o<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">tiemp</span>o<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">qu</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">mejora</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .15pt;">l</span>a<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: .15pt;">eficienci</span>a<span style="letter-spacing: .65pt;"> </span>y<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: .15pt;">eficaci</span>a<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: .15pt;">d</span>e<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: .15pt;">la </span><span style="letter-spacing: .2pt;">empresa</span>.<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">L</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">viej</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">alternativ</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">indeseabl</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">e</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">se</span>r<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">reactiv</span>o<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">a</span>l<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">ambiente</span>,<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">e</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">decir</span>,<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">espera</span>r<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">hast</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">qu</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">la</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .2pt;">presiones </span><span style="letter-spacing: .15pt;">ambientalista</span>s<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">sea</span>n<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">impuesta</span>s<span style="letter-spacing: -.15pt;"> </span>a<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">l</span>a<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">empres</span>a<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">po</span>r<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">le</span>y<span style="letter-spacing: -.15pt;"> </span>o<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">presió</span>n<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">d</span>e<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">lo</span>s<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">consumidores</span>.<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">Un</span>a<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">polític</span>a<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">ambienta</span>l<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .15pt;">reactiv</span>a<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.4pt;">suele </span><span style="letter-spacing: .1pt;">causa</span>r<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">elevado</span>s<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">costo</span>s<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">limpieza</span>,<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">infinida</span>d<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">demanda</span>s<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">po</span>r<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">responsabilidad</span>,<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">pérdid</span>a<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">mercado</span>,<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">meno</span>r<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">lealta</span>d<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .1pt;">lo</span>s <span style="letter-spacing: .05pt;">consumidore</span>s<span style="letter-spacing: -.25pt;"> </span>y<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">costo</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">médico</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">mayores</span>.<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">Po</span>r<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">e</span>l<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">contrario</span>,<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">un</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">polític</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">activ</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">consider</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">qu</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">la</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">presione</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">ambientale</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .05pt;">son </span><span style="letter-spacing: .15pt;">oportuni</span><span style="letter-spacing: .2pt;">dade</span>s<span style="letter-spacing: 1.6pt;"> </span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">incluy</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">medida</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">com</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">desarrolla</span>r<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">producto</span>s<span style="letter-spacing: 1.6pt;"> </span>y<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">paquete</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">verdes</span>,<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">conserva</span>r<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">energía</span>,<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">reduci</span>r<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .2pt;">los desechos</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">recicla</span>r<span style="letter-spacing: -.05pt;"> </span>y<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">crea</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">un</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">cultur</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">corporativ</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">co</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">sensibilida</span>d<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">ambiental</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 101%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 13.75pt; margin-right: 14.05pt; margin-top: 1.6pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .2pt; line-height: 101%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%;">a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">polític</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">activ</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">oblig</span>a<span style="letter-spacing: .4pt;"> </span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">qu</span>e<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">empres</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">mejor</span>e<span style="letter-spacing: .4pt;"> </span>e<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">innov</span>e<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">su</span>s<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">procesos</span>,<span style="letter-spacing: .4pt;"> </span>l<span style="letter-spacing: -1.55pt;"> </span>o <span style="letter-spacing: .25pt;">qu</span>e <span style="letter-spacing: .25pt;">conduc</span>e a <span style="letter-spacing: .25pt;">meno</span>s <span style="letter-spacing: .25pt;">desperdicio</span>, <span style="letter-spacing: .25pt;">mayo</span>r <span style="letter-spacing: .15pt;">eficiencia</span>,<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">mejo</span>r<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">calida</span>d<span style="letter-spacing: -.2pt;"> </span>y<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">má</span>s<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">utilidad</span>.<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">La</span>s<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">empresa</span>s<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">triunfadora</span>s<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">d</span>e<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">ho</span>y<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">da</span>n<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">f</span>e<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">"d</span>e<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">l</span>a<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">utilida</span>d<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">d</span>e<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">preserva</span>r<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">e</span>l<span style="letter-spacing: -.2pt;"> </span><span style="letter-spacing: .15pt;">ambiente" </span><span style="letter-spacing: .25pt;">co</span>n<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">su</span>s<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">decisione</span>s<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">qu</span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">va</span>n<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">desd</span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">elabora</span>r<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">declaració</span>n<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">d</span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">un</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">misió</span>n<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">hast</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">decidi</span>r<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .25pt;">ubi</span><span style="letter-spacing: .2pt;">cació</span>n<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">la</span>s<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">fábricas</span>,<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">l</span>a <span style="letter-spacing: .15pt;">tecnologí</span>a<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">d</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">producción</span>,<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">e</span>l<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">diseñ</span>o<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">de</span>l<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">producto</span>,<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">e</span>l<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">empaqu</span>e<span style="letter-spacing: -.1pt;"> </span>y<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">la</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">relacione</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">co</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">lo</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">clientes</span>.<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">Un</span>a<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">polític</span>a<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">ambientalista </span><span style="letter-spacing: .25pt;">activ</span>a <span style="letter-spacing: .25pt;">e</span>s <span style="letter-spacing: .25pt;">simplement</span>e <span style="letter-spacing: .25pt;">bue</span>n <span style="letter-spacing: .25pt;">negocio.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 9.05pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 13.75pt; margin-right: 139.25pt; margin-top: .95pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 8.0pt; letter-spacing: -.05pt;">Fuente</span><span style="font-family: "Arial","sans-serif"; font-size: 8.0pt;">:<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">Adaptad</span>o<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">"Th</span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">Profi</span>t<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">i</span>n<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">Preservin</span>g<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">America"</span>,<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">Forbe</span>s<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">(1</span>1<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">noviembr</span>e<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">1991)</span>:<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">181</span><span style="letter-spacing: .25pt;">-</span><span style="letter-spacing: -.1pt;">189.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 10.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 11.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .3pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 9.9pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.55pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt;">Com</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">ve</span>r<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">recuadr</span>o<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">anterio</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">Perspectiv</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">Global</span>,<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">est</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">capitulo</span>.<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">Reflej</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">juicio</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">relació</span>n<span style="letter-spacing: 2.3pt;"> </span>a<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 2.35pt; margin-top: 1.1pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 104%;">las <span style="letter-spacing: 1.0pt;"> </span>estrategias <span style="letter-spacing: 1.7pt;"> </span>y <span style="letter-spacing: .85pt;"> </span>al <span style="letter-spacing: .9pt;"> </span>curso <span style="letter-spacing: 1.2pt;"> </span>del <span style="letter-spacing: 1.0pt;"> </span>crec<span style="letter-spacing: -1.5pt;"> </span>imiento <span style="letter-spacing: 1.3pt;"> </span>futuro <span style="letter-spacing: 1.2pt;"> </span>basados <span style="letter-spacing: 1.4pt;"> </span>en <span style="letter-spacing: .9pt;"> </span>análisis <span style="letter-spacing: 1.35pt;"> </span>internos <span style="letter-spacing: 1.35pt;"> </span>y <span style="letter-spacing: .8pt;"> </span>externos <span style="letter-spacing: 1.45pt;"> </span>que <span style="letter-spacing: 1.0pt;"> </span>contemplan <span style="letter-spacing: 1.7pt;"> </span>el <span style="letter-spacing: -.05pt;">porvenir</span>. <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">presenta</span>r <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">criterio</span>s <span style="letter-spacing: -.05pt;">útile</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">elegi</span>r<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">entr</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">alternativas</span>. <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">Una declaració</span>n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">clar</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">sient</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">base</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">genera</span>r<span style="letter-spacing: 2.55pt;"> </span>y<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">sele</span>c<span style="letter-spacing: -1.45pt;"> </span>cionar<span style="letter-spacing: 1.95pt;"> </span>opciones<span style="letter-spacing: 2.2pt;"> </span>estratégicas.<span style="letter-spacing: 2.5pt;"> </span>La<span style="letter-spacing: 1.65pt;"> </span>declaración <span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">tene</span>r<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">alg</span>o<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">dinámico</span>,<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">cabid</span>a<span style="letter-spacing: 1.45pt;"> </span>a<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">juicio</span>s<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">sobr</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">camino</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">promisorio</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">el </span>crecimiento<span style="letter-spacing: 1.3pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>aquellos<span style="letter-spacing: 1.05pt;"> </span>que<span style="letter-spacing: .65pt;"> </span>resulten<span style="letter-spacing: 1.0pt;"> </span>menos.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .15pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">2</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> Resolve</span>r<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .4pt;">opinione</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .4pt;">divergentes.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 2.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 104%;">¿Po</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 104%;">r<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>é <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">ha</span>y <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">alguno</span>s <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">reacio</span>s <span style="letter-spacing: .6pt;"> </span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>r <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>? <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">E</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">primera </span>instancia,<span style="letter-spacing: 2.05pt;"> </span>la<span style="letter-spacing: 1.4pt;"> </span>pregunta,<span style="letter-spacing: 2.05pt;"> </span>"¿cuál<span style="letter-spacing: .7pt;"> </span>es<span style="letter-spacing: 1.45pt;"> </span>nuestro<span style="letter-spacing: 1.9pt;"> </span>negocio?"puede<span style="letter-spacing: 2.6pt;"> </span>dar<span style="letter-spacing: 1.5pt;"> </span>lugar<span style="letter-spacing: 1.65pt;"> </span>a<span style="letter-spacing: 1.35pt;"> </span>discusiones.<span style="letter-spacing: 2.3pt;"> </span>Muchas<span style="letter-spacing: 1.9pt;"> </span>veces,<span style="letter-spacing: 1.8pt;"> </span>el<span style="letter-spacing: 1.4pt;"> </span>sólo<span style="letter-spacing: 1.6pt;"> </span>hecho<span style="letter-spacing: 1.75pt;"> </span>de <span style="letter-spacing: -.1pt;">hace</span>r<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">pregunt</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">revel</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.1pt;">la</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">diferencia</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">existe</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">entr</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>. <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">Persona</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">llevan much</span>o<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">tiemp</span>o<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">trabajand</span>o<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">junta</span>s<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">piensa</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">conocen</span>,<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">repente</span>,<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">podría</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">dars</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">cuent</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">difieren e</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">cosa</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">fundamentales</span>. <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">ejemplo</span>,<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">escuel</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">superio</span>r<span style="letter-spacing: 2.25pt;"> </span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">universidad</span>,<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">opinione</span>s <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">divergente</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.1pt; mso-font-width: 102%;">cuanto </span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">importanci</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">relativ</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">docencia</span>,<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">investigacione</span>s<span style="letter-spacing: 2.4pt;"> </span>y<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">servicio</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">suele</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">manifesta</span>r<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">durant</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">proceso par</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">prepara</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">misión</span>.<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">Ante</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">concentrars</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">específica</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">formula</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">la </span><span style="letter-spacing: .15pt;">est</span>rategia<span style="letter-spacing: 1.2pt;"> </span>es<span style="letter-spacing: .55pt;"> </span>preciso<span style="letter-spacing: .95pt;"> </span>negociar,<span style="letter-spacing: 1.15pt;"> </span>llegar<span style="letter-spacing: .8pt;"> </span>a<span style="letter-spacing: .45pt;"> </span>un<span style="letter-spacing: .55pt;"> </span>compromiso<span style="letter-spacing: 1.4pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>al<span style="letter-spacing: .5pt;"> </span>eventual<span style="letter-spacing: 1.05pt;"> </span>concierto<span style="letter-spacing: 1.1pt;"> </span>respecto<span style="letter-spacing: 1.1pt;"> </span>a<span style="letter-spacing: .45pt;"> </span>cuestiones<span style="letter-spacing: 1.25pt;"> </span>importantes.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.6pt; margin-top: 2.05pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">“¿Cuá</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">l<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">nuestr</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">misión?</span>"<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">represent</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">auténtic</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">decisión</span>,<span style="letter-spacing: 2.45pt;"> </span>y<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">decisió</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">auténtic</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">esta</span>r<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">fundamentada </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">opinione</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">divergente</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">tene</span>r<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">posibilida</span>d<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.1pt;">convertirs</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.1pt;">decisió</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">acertad</span>a<span style="letter-spacing: 2.05pt;"> </span>y<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.1pt;">efectiva</span>.<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">Elabora</span>r<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">una </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">siempr</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">signific</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">elecció</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">entr</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">alternativas</span>,<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">cuale</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">depende</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">diferente</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">supuestos d</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">realida</span>d <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: .65pt;"> </span>y<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">entorno</span>. <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">Siempr</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">de</span>cisión <span style="letter-spacing: .1pt;"> </span>muy<span style="letter-spacing: 2.4pt;"> </span>arriesgada. <span style="letter-spacing: .35pt;"> </span>Un<span style="letter-spacing: 2.25pt;"> </span>cambio en<span style="letter-spacing: 2.25pt;"> </span>la<span style="letter-spacing: 2.2pt;"> </span>misión siempre<span style="letter-spacing: 1.65pt;"> </span>ocasiona<span style="letter-spacing: 1.75pt;"> </span>cambios<span style="letter-spacing: 1.7pt;"> </span>en<span style="letter-spacing: 1.2pt;"> </span>los<span style="letter-spacing: 1.25pt;"> </span>objetivos,<span style="letter-spacing: 1.8pt;"> </span>las<span style="letter-spacing: 1.25pt;"> </span>estrategias,<span style="letter-spacing: 2.0pt;"> </span>la<span style="letter-spacing: 1.15pt;"> </span>organización<span style="letter-spacing: 2.1pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span>la<span style="letter-spacing: 1.15pt;"> </span>conducta.<span style="letter-spacing: 1.8pt;"> </span>La<span style="letter-spacing: 1.2pt;"> </span>decisión<span style="letter-spacing: 1.7pt;"> </span>de<span style="letter-spacing: 1.2pt;"> </span>la<span style="letter-spacing: 1.15pt;"> </span>misión <span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">demasiad</span>o <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">important</span>e <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">se</span>a <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">tomad</span>a <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">aclamació</span>n <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">popular</span>. <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">Elabora</span>r <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">negocio </span>significa<span style="letter-spacing: 2.1pt;"> </span>un<span style="letter-spacing: 1.65pt;"> </span>paso<span style="letter-spacing: 1.85pt;"> </span>enorme<span style="letter-spacing: 2.1pt;"> </span>hacia<span style="letter-spacing: 1.9pt;"> </span>la<span style="letter-spacing: 1.6pt;"> </span>eficacia<span style="letter-spacing: 2.1pt;"> </span>administrativa. Los<span style="letter-spacing: 1.75pt;"> </span>desacuerdos<span style="letter-spacing: 2.5pt;"> </span>ocultos<span style="letter-spacing: 2.05pt;"> </span>o<span style="letter-spacing: 1.55pt;"> </span>los<span style="letter-spacing: 1.65pt;"> </span>medios<span style="letter-spacing: 2.05pt;"> </span>entendidos<span style="letter-spacing: 2.35pt;"> </span>sobre <span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">definició</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">esté</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">fond</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">mucho</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">problema</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">personalidad</span>, <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">problema</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">de </span>comunicación <span style="letter-spacing: .4pt;"> </span>y<span style="letter-spacing: 2.0pt;"> </span>fricciones<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">tiende</span>n<span style="letter-spacing: 1.8pt;"> </span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">dividi</span>r<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">grup</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">alt</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">dirección</span>.<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">Un</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">jamá</span>s<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">establecer sól</span>o<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">plausibilidad</span>,<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">jamá</span>s<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">hace</span>r<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">pris</span>a<span style="letter-spacing: .75pt;"> </span>y<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">jamá</span>s<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">hace</span>r<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">si</span>n<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">dolor.</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="WordSection5"> <div align="center" class="MsoNormal" style="margin: 4.35pt 211.2pt 0.0001pt 207.95pt; text-align: center;"><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">Perspectiv</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">a</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: 1.05pt;"> </span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .7pt; mso-font-width: 102%;">globa</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-font-width: 102%;">l</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -1.95pt;"> </span></b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;"><o:p></o:p></span></div><div align="center" class="MsoNormal" style="margin: 2.6pt 167.75pt 0.0001pt 164.5pt; text-align: center;"><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .65pt;">Declaracione</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: .65pt;">d</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: .65pt;">misió</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .65pt; mso-font-width: 102%;">japonesas</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 108%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 12.5pt; margin-right: 14.1pt; margin-top: 2.3pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .25pt; line-height: 108%;">La</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 108%;">s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">empresa</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">japonesa</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">esté</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">activísima</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">incluyend</span>o<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">aspecto</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">ambientale</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">e</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">la</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">declaracione</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">d</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">su</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .25pt;">misiones</span>.<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .25pt;">El </span><span style="letter-spacing: .2pt;">seño</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">Kouich</span>i<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">Yanagida</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">secretari</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">genera</span>l<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">fundació</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .15pt;">Th</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">Defens</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">o</span>f<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">Gree</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">Earth</span>,<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">dice:</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 0.8pt 14.1pt 0.0001pt 12.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .25pt;">"Cas</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">i<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">toda</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">la</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">compañía</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">japonesa</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">qu</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">tiene</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">alg</span>o<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">d</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">cacume</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">ha</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">adoptad</span>o<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">idea</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">verd</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">(ambientalista)"</span>.<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .25pt;">El </span><span style="letter-spacing: .2pt;">mensaj</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">verd</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">e</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">particularment</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">efica</span>z<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">par</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">mejora</span>r<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">image</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">la</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">corporaciones</span>.<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">Lo</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">japonese</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: .2pt;">concede</span>n<span style="letter-spacing: .5pt;"> </span>g<span style="letter-spacing: -1.5pt;"> </span><span style="letter-spacing: .15pt;">ran </span><span style="letter-spacing: .1pt;">importanci</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">a</span>l<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">"humor</span>”<span style="letter-spacing: -.25pt;"> </span>y<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">la</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">"emociones</span>"<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">par</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">elabora</span>r<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">declaracione</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">misión</span>.<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">L</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">ide</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">e</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">qu</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">se</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">cua</span>l<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">fuer</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">e</span>l<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">producto </span>o<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">l</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">compañía</span>,<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">l</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">agradabl</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">sensació</span>n<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">ligad</span>a<span style="letter-spacing: -.25pt;"> </span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">l</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">declaració</span>n<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">l</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">misió</span>n<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">e</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">l</span>o<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">qu</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">marc</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">l</span>a<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">diferencia</span>.<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">E</span>l<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">mensaj</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">verde </span><span style="letter-spacing: .4pt;">e</span>s<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: .4pt;">impo</span><span style="letter-spacing: .05pt;">rtant</span>e<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">n</span>o<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">sól</span>o<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">par</span>a<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">venderlo</span>s<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">productos</span>,<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">sin</span>o<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">tambié</span>n<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">par</span>a<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">atrae</span>r<span style="letter-spacing: -.3pt;"> </span>a<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">empleado</span>s<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">nuevos</span>.<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">L</span>a<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">juventu</span>d<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">japones</span>a<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .05pt;">tiene </span><span style="letter-spacing: .3pt;">much</span>a<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">má</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">concienci</span>a<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">de</span>l<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">ambient</span>e<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">qu</span>e<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">su</span>s<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">mayores.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 1.65pt 13.7pt 0.0001pt 12.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .2pt;">Estudio</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">industriale</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">revela</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">qu</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">produci</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">pape</span>l<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">reciclad</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">requier</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">3</span>0<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">po</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">cient</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">meno</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span>a<span style="letter-spacing: -1.55pt;"> </span><span style="letter-spacing: -.25pt;">gu</span>a<span style="letter-spacing: -.8pt;"> </span>y<span style="letter-spacing: -.8pt;"> </span><span style="letter-spacing: -.25pt;">6</span>0<span style="letter-spacing: -.8pt;"> </span><span style="letter-spacing: -.25pt;">po</span>r<span style="letter-spacing: -.8pt;"> </span><span style="letter-spacing: -.25pt;">cient</span>o<span style="letter-spacing: -.8pt;"> </span><span style="letter-spacing: -.25pt;">meno</span>s<span style="letter-spacing: -.8pt;"> </span><span style="letter-spacing: -.25pt;">de </span><span style="letter-spacing: .1pt;">electricida</span>d<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">qu</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">produci</span>r<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">pape</span>l<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">convencional</span>.<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">Cas</span>i<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">5</span>0<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">po</span>r<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">cient</span>o<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">lo</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">3</span>0<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">millone</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">tonelada</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">pape</span>l<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">qu</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">s</span>e<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .1pt;">producen </span><span style="letter-spacing: .2pt;">e</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">Japó</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">a</span>l<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">año</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">so</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">pape</span>l<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">reciclado</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">e</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">s</span>u<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">mayo</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">part</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">periódico</span>s<span style="letter-spacing: -.05pt;"> </span>y<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">cartó</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">desechados</span>.<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">Est</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">contra</span><span style="letter-spacing: -.35pt;">st</span>a<span style="letter-spacing: -1.1pt;"> </span><span style="letter-spacing: -.35pt;">much</span>o<span style="letter-spacing: -1.1pt;"> </span><span style="letter-spacing: -.35pt;">con </span><span style="letter-spacing: .25pt;">Estado</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">Unidos</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">dond</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">s</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">produce</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">7</span>0<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">millone</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">tonelada</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">pape</span>l<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">a</span>l<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">año</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">per</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">sól</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">2</span>2<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">millone</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">so</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">reciclados</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .25pt;">es </span><span style="letter-spacing: .2pt;">decir</span>, <span style="letter-spacing: .2pt;">alrededo</span>r <span style="letter-spacing: .2pt;">d</span>e <span style="letter-spacing: .2pt;">32%</span>.<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: .2pt;">La</span>s <span style="letter-spacing: .2pt;">empresa</span>s <span style="letter-spacing: .2pt;">japonesa</span>s <span style="letter-spacing: .2pt;">tambié</span>n <span style="letter-spacing: .2pt;">esté</span>n <span style="letter-spacing: .2pt;">diseñand</span>o <span style="letter-spacing: .2pt;">producto</span>s <span style="letter-spacing: .2pt;">cuyo</span>s <span style="letter-spacing: .2pt;">componente</span>s <span style="letter-spacing: .2pt;">s</span>e <span style="letter-spacing: .2pt;">pueden </span>retirar<span style="letter-spacing: -.2pt;"> </span>con<span style="letter-spacing: -.2pt;"> </span>fa<span style="letter-spacing: -1.7pt;"> </span><span style="letter-spacing: .2pt;">cilida</span>d<span style="letter-spacing: -.05pt;"> </span>y<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">reciclar</span>.<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">As</span>í<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">dimensió</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">ambientalist</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">la</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">declaracione</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">misió</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">empresa</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">japonesa</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">no </span><span style="letter-spacing: .25pt;">so</span>n <span style="letter-spacing: .25pt;">sól</span>o <span style="letter-spacing: .25pt;">relacione</span>s <span style="letter-spacing: .25pt;">públicas</span>, <span style="letter-spacing: .25pt;">sin</span>o <span style="letter-spacing: .25pt;">part</span>e <span style="letter-spacing: .25pt;">integra</span>l <span style="letter-spacing: .25pt;">de</span>l <span style="letter-spacing: .25pt;">pensamient</span>o y <span style="letter-spacing: .25pt;">lo</span>s <span style="letter-spacing: .25pt;">acto</span>s <span style="letter-spacing: .25pt;">d</span>e <span style="letter-spacing: .25pt;">l</span>a <span style="letter-spacing: .25pt;">administració</span>n <span style="letter-spacing: .25pt;">estratégica.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 11.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .15pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 9.9pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 5.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">Cuando <span style="letter-spacing: .3pt;"> </span>existen <span style="letter-spacing: .25pt;"> </span>muchos <span style="letter-spacing: .3pt;"> </span>desacuerdos <span style="letter-spacing: .75pt;"> </span>entre <span style="letter-spacing: .1pt;"> </span>los<span style="letter-spacing: 2.5pt;"> </span>estrategas <span style="letter-spacing: .55pt;"> </span>de<span style="letter-spacing: 2.5pt;"> </span>la<span style="letter-spacing: 2.45pt;"> </span>organización <span style="letter-spacing: .05pt;"> </span>en<span style="letter-spacing: 1.8pt;"> </span>cuanto<span style="letter-spacing: 2.15pt;"> </span>al<span style="letter-spacing: 1.75pt;"> </span>propósito<span style="letter-spacing: 2.35pt;"> </span>básico<span style="letter-spacing: 2.15pt;"> </span>y<span style="letter-spacing: 1.7pt;"> </span>la<o:p></o:p></span></div><div class="MsoNormal" style="margin: 0.35pt 254.3pt 0.0001pt 5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt;">misión</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">,<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">s</span>i<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">resuelven</span>,<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">fuent</span>e<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">problemas.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Co</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">gra</span>n <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">frecuencia</span>, <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>n <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">sin</span>o <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">hast</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">su </span>organización <span style="letter-spacing: 1.1pt;"> </span>se <span style="letter-spacing: .2pt;"> </span>encuentra <span style="letter-spacing: .85pt;"> </span>en <span style="letter-spacing: .2pt;"> </span>dificultades. <span style="letter-spacing: 1.0pt;"> </span>Claro <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -3.0pt;">e</span>stá,<span style="letter-spacing: 2.05pt;"> </span>la<span style="letter-spacing: 1.8pt;"> </span>necesitan.<span style="letter-spacing: 2.5pt;"> </span>Elaborar<span style="letter-spacing: 2.35pt;"> </span>una<span style="letter-spacing: 1.95pt;"> </span>misión<span style="letter-spacing: 2.2pt;"> </span>clara<span style="letter-spacing: 2.05pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span>comunicarla, <span style="letter-spacing: .1pt;"> </span>en tiempos <span style="letter-spacing: 1.0pt;"> </span>difíciles <span style="letter-spacing: 1.0pt;"> </span>podrían <span style="letter-spacing: 1.0pt;"> </span>obtenerse <span style="letter-spacing: 1.2pt;"> </span>resultados <span style="letter-spacing: 1.25pt;"> </span>espectaculares <span style="letter-spacing: 1.65pt;"> </span>y <span style="letter-spacing: .45pt;"> </span>quizás <span style="letter-spacing: .9pt;"> </span>incluso <span style="letter-spacing: .95pt;"> </span>revertir <span style="letter-spacing: .95pt;"> </span>la <span style="letter-spacing: .5pt;"> </span>caída. <span style="letter-spacing: .85pt;"> </span>Sin <span style="letter-spacing: .6pt;"> </span>embargo, <span style="letter-spacing: -.1pt;">espera</span>r <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.1pt;">hast</span>a <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">organizació</span>n <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">teng</span>a <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">problema</span>s <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.1pt;">elabora</span>r <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">declaració</span>n <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e <span style="letter-spacing: .1pt;"> </span>la<span style="letter-spacing: 2.15pt;"> </span>misión<span style="letter-spacing: 2.55pt;"> </span>es<span style="letter-spacing: 2.2pt;"> </span>una<span style="letter-spacing: 2.3pt;"> </span>apuesta <span style="letter-spacing: -.05pt;">característic</span>a <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">gerenci</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">irresponsable</span>. <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">Segú</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">Drucker</span>, <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">moment</span>o <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">important</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">preguntar </span>seriamente<span style="letter-spacing: 1.3pt;"> </span>"¿Cual<span style="letter-spacing: -.2pt;"> </span>es<span style="letter-spacing: .55pt;"> </span>nuestro<span style="letter-spacing: 1.0pt;"> </span>negocio?"<span style="letter-spacing: 1.2pt;"> </span>es<span style="letter-spacing: .55pt;"> </span>cuando<span style="letter-spacing: .95pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>compañía<span style="letter-spacing: 1.2pt;"> </span>ha<span style="letter-spacing: .55pt;"> </span>tenido<span style="letter-spacing: .85pt;"> </span>éxito:<o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection6"> <div class="MsoNormal" style="line-height: 10.75pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: -3.45pt; margin-top: 1.95pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .05pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">l <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: .05pt;">éxit</span>o <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: .05pt;">siempr</span>e <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: .05pt;">dej</span>a <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: .05pt;">atrá</span>s <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: .05pt;">l</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: .05pt;">conduct</span>a <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: .05pt;">mism</span>a <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: .05pt;">qu</span>e <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -5.4pt;">o</span>l</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;"><o:p></o:p></span></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" /> </span> <div class="MsoNormal" style="line-height: 10.75pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: 1.95pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">produjo</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">, <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.1pt;">siempr</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.1pt;">produc</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.1pt;">realidade</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">nueva</span>s <span style="letter-spacing: .15pt;"> </span>y<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">siempre</span></span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;"><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection7"> <div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: .5pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><!--[if gte vml 1]><v:rect
id="_x0000_s1027" style='position:absolute;left:0;text-align:left;
margin-left:1in;margin-top:48.75pt;width:508.5pt;height:195pt;z-index:-251695616;
mso-position-horizontal-relative:page;mso-position-vertical-relative:page'
o:allowincell="f" filled="f"> <v:path arrowok="t"/> <w:wrap anchorx="page" anchory="page"/> </v:rect><![endif]--><!--[if !vml]--><span style="height: 262px; left: 0px; margin-left: 95px; margin-top: 64px; mso-ignore: vglayout; position: absolute; width: 680px; z-index: 251620860;"><img height="262" src="file:///C:/Users/Geo/AppData/Local/Temp/msohtmlclip1/01/clip_image002.png" v:shapes="_x0000_s1027" width="680" /></span><!--[endif]--><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">produc</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">problema</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">nuevo</span>s<span style="letter-spacing: 1.95pt;"> </span>y<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">diferentes</span>.<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">L</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">únic</span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">termin</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">"...</span>y<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">viviero</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">felice</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">siempre</span>"<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">cuento d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">hadas</span>.<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">Discuti</span>r<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o<span style="letter-spacing: 1.55pt;"> </span>o<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">hace</span>r<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">ola</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">do</span>s<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">cosa</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">goza</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">popularidad</span>,<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">nunca</span>.<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">griego</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">la antigüeda</span>d <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">sabía</span>n <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">castig</span>o <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">podí</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">enorme</span>. <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">gerenci</span>a <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">pregunta</span>, <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">"¿cuá</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">nuestra </span>misión?" <span style="letter-spacing: .45pt;"> </span>cuando <span style="letter-spacing: .35pt;"> </span>la<span style="letter-spacing: 2.55pt;"> </span>compañía <span style="letter-spacing: .6pt;"> </span>tiene <span style="letter-spacing: .15pt;"> </span>éxito, <span style="letter-spacing: .2pt;"> </span>de<span style="letter-spacing: 2.6pt;"> </span>hecho <span style="letter-spacing: .25pt;"> </span>es<span style="letter-spacing: 2.6pt;"> </span>conformista, <span style="letter-spacing: .8pt;"> </span>holgazana <span style="letter-spacing: .65pt;"> </span>y<span style="letter-spacing: 2.5pt;"> </span>arrogante. <span style="letter-spacing: .6pt;"> </span>El<span style="letter-spacing: 2.55pt;"> </span>éxito <span style="letter-spacing: .15pt;"> </span>no<span style="letter-spacing: 2.6pt;"> </span>tardará <span style="letter-spacing: -.05pt;">much</span>o <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">con</span><span style="letter-spacing: -.8pt;">v</span>ertirse <span style="letter-spacing: .45pt;"> </span>en<span style="letter-spacing: 2.35pt;"> </span>fracaso. <span style="letter-spacing: .15pt;"> </span>Antes<span style="letter-spacing: 2.6pt;"> </span>o<span style="letter-spacing: 2.25pt;"> </span>después, <span style="letter-spacing: .25pt;"> </span>incluso <span style="letter-spacing: .1pt;"> </span>la<span style="letter-spacing: 2.3pt;"> </span>mejor<span style="letter-spacing: 2.6pt;"> </span>de<span style="letter-spacing: 2.35pt;"> </span>las<span style="letter-spacing: 2.35pt;"> </span>respuestas <span style="letter-spacing: .45pt;"> </span>a<span style="letter-spacing: 2.25pt;"> </span>la<span style="letter-spacing: 2.3pt;"> </span>pregunta <span style="letter-spacing: .25pt;"> </span>"¿cuál<span style="letter-spacing: 1.6pt;"> </span>es <span style="letter-spacing: -.05pt;">nuestr</span>o<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">negocio?"</span>,<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">qued</span>a<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">obsoleta.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .05pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 45.5pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">3</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .35pt;">Orientació</span>n<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .35pt;">haci</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .35pt;">e</span>l<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .35pt;">cliente.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">U</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">n<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">bue</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">enunciad</span>o<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">reflej</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">anticipacione</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">clientes</span>.<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">E</span>n<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">luga</span>r<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">crea</span>r<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">product</span>o<span style="letter-spacing: 1.7pt;"> </span>y<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">después trata</span>r<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">encontra</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">mercado</span>,<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">filosofí</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">operació</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">detecta</span>r<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">necesidades d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">diente</span>s <span style="letter-spacing: .6pt;"> </span>y <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">despué</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">ofrece</span>r <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">product</span>o <span style="letter-spacing: .75pt;"> </span>o <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">servici</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">satisfag</span>a <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">esa</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">necesidades</span>. <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">buenas </span>declaraciones <span style="letter-spacing: .4pt;"> </span>de<span style="letter-spacing: 2.1pt;"> </span>misión<span style="letter-spacing: 1.85pt;"> </span>identifican<span style="letter-spacing: 2.15pt;"> </span>la<span style="letter-spacing: 1.45pt;"> </span>utilidad<span style="letter-spacing: 1.9pt;"> </span>que<span style="letter-spacing: 1.6pt;"> </span>los<span style="letter-spacing: 1.55pt;"> </span>productos<span style="letter-spacing: 2.15pt;"> </span>de<span style="letter-spacing: 1.5pt;"> </span>la<span style="letter-spacing: 1.45pt;"> </span>empresa<span style="letter-spacing: 2.05pt;"> </span>tiene<span style="letter-spacing: 1.7pt;"> </span>para<span style="letter-spacing: 1.7pt;"> </span>sus<span style="letter-spacing: 1.6pt;"> </span>clientes.<span style="letter-spacing: 2.0pt;"> </span>Por<span style="letter-spacing: 1.6pt;"> </span>eso<span style="letter-spacing: 1.6pt;"> </span>la <span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">AT&</span>T<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">gir</span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">torn</span>o<span style="letter-spacing: 1.55pt;"> </span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">comunicació</span>n<span style="letter-spacing: 2.25pt;"> </span>y<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.3pt;"> </span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">teléfonos</span>,<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">misión </span>de<span style="letter-spacing: 1.95pt;"> </span>Exxon<span style="letter-spacing: 2.25pt;"> </span>gira<span style="letter-spacing: 2.05pt;"> </span>en<span style="letter-spacing: 1.95pt;"> </span>torno<span style="letter-spacing: 2.15pt;"> </span>a<span style="letter-spacing: 1.85pt;"> </span>la<span style="letter-spacing: 1.9pt;"> </span>energía<span style="letter-spacing: 2.4pt;"> </span>y<span style="letter-spacing: 1.85pt;"> </span>no<span style="letter-spacing: 1.95pt;"> </span>al<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -1.5pt;">p</span><span style="letter-spacing: -.05pt;">etróle</span>o<span style="letter-spacing: 1.7pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">gas</span>;<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">Unió</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">Pacifi</span>c<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">gir</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">en torn</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">transport</span>e <span style="letter-spacing: 1.05pt;"> </span>y <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o <span style="letter-spacing: .4pt;"> </span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">ferrocarrile</span>s <span style="letter-spacing: 1.2pt;"> </span>y <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">Universa</span>l <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">Studi</span>o <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">gir</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">torn</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">al </span>entretenimiento <span style="letter-spacing: .6pt;"> </span>y<span style="letter-spacing: 2.05pt;"> </span>no<span style="letter-spacing: 2.15pt;"> </span>a<span style="letter-spacing: 2.05pt;"> </span>las<span style="letter-spacing: 2.15pt;"> </span>películas. <span style="letter-spacing: .1pt;"> </span>Las<span style="letter-spacing: 2.25pt;"> </span>siguientes <span style="letter-spacing: .15pt;"> </span>declaraciones <span style="letter-spacing: .45pt;"> </span>sobre <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">utilidad</span>,<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">viene</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">a</span>l<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">cas</span>o<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.1pt;">elaborar </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">misión:</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 10.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 9.9pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 12.5pt; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .05pt;">N</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">o<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: .05pt;">m</span>e<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: .05pt;">ofrezca</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: .05pt;">cosas.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt -1pt 0.0001pt 12.5pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt;">N</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">o<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">m</span>e<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">ofrezc</span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">cosas</span>,<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">ofrézcam</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">medio</span>s<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">verm</span>e<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">bien.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt -1pt 0.0001pt 12.5pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt;">N</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">o<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">m</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">ofrezc</span>a<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">zapatos</span>,<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">ofrézcam</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">comodida</span>d<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">pie</span>s<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">place</span>r<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">caminar.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 123%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 12.5pt; margin-right: 122.1pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 123%;">N</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 123%;">o<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">m</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">ofrezc</span>a<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">casa</span>,<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">ofrézcam</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">seguridad</span>,<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">comodida</span>d<span style="letter-spacing: 1.25pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">luga</span>r<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">limpi</span>o<span style="letter-spacing: .8pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">agradable. N</span>o<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">m</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">ofrezc</span>a<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">libros</span>,<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">ofrézcam</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">hora</span>s<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">place</span>r<span style="letter-spacing: .8pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">ventaja</span>s<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">conocimiento.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 0.05pt -1pt 0.0001pt 12.5pt;"><!--[if gte vml 1]><v:rect
id="_x0000_s1028" style='position:absolute;left:0;text-align:left;
margin-left:1in;margin-top:-72.75pt;width:508.5pt;height:144.75pt;z-index:-251694592;
mso-position-horizontal-relative:page;mso-position-vertical-relative:text'
o:allowincell="f" filled="f"> <v:path arrowok="t"/> <w:wrap anchorx="page"/> </v:rect><![endif]--><!--[if !vml]--><span style="mso-ignore: vglayout; position: relative; z-index: 251621884;"><span style="height: 195px; left: 0px; left: 95px; position: absolute; top: -98px; width: 680px;"><img height="195" src="file:///C:/Users/Geo/AppData/Local/Temp/msohtmlclip1/01/clip_image003.png" v:shapes="_x0000_s1028" width="680" /></span></span><!--[endif]--><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">No<span style="letter-spacing: .6pt;"> </span>me<span style="letter-spacing: .6pt;"> </span>ofrezca<span style="letter-spacing: .95pt;"> </span>discos,<span style="letter-spacing: .95pt;"> </span>ofrézcame<span style="letter-spacing: 1.25pt;"> </span>deleite<span style="letter-spacing: .9pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>el<span style="letter-spacing: .5pt;"> </span>sonido<span style="letter-spacing: .9pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>música.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 123%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 12.5pt; margin-right: 125.1pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 123%;">N</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 123%;">o<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">m</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">ofrezc</span>a<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">herramientas</span>,<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">ofrézcam</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">ventaja</span>s<span style="letter-spacing: 1.05pt;"> </span>y<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">place</span>r<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">hace</span>r<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">objeto</span>s<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">bellos. N</span>o<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">m</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">ofrezc</span>a<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">muebles</span>,<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">ofrézcam</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">comodida</span>d<span style="letter-spacing: 1.25pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">tranquilida</span>d<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">luga</span>r<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.8pt; mso-font-width: 102%;">a</span><span style="letter-spacing: -.15pt; mso-font-width: 102%;">cogedor. </span>No<span style="letter-spacing: .4pt;"> </span>me<span style="letter-spacing: .65pt;"> </span>ofrezca<span style="letter-spacing: 1.0pt;"> </span>cosas,<span style="letter-spacing: .95pt;"> </span>ofrézcame<span style="letter-spacing: 1.3pt;"> </span>ideas,<span style="letter-spacing: .9pt;"> </span>emociones,<span style="letter-spacing: 1.35pt;"> </span>ambiente,<span style="letter-spacing: 1.25pt;"> </span>sentimientos<span style="letter-spacing: 1.45pt;"> </span>y<span style="letter-spacing: .5pt;"> </span>ventajas. <span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">favor</span>,<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">m</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">ofrezc</span>a<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">cosas.</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 123%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="WordSection8"> <div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 5.35pt; margin-top: 3.85pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">U</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">motiv</span>o <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">primordia</span>l <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">defini</span>r <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: -.05pt;">atraer</span>á <span style="letter-spacing: .3pt;"> </span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">cliente</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: -.05pt;">l</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">dará</span>n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">sentid</span>o <span style="letter-spacing: .3pt;"> </span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">la organización</span>. <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">Un</span>a <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">descripció</span>n <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">clásic</span>a <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">propósit</span>o <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">objet</span>o <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">revel</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">relativ</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">importanci</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">clientes tiene</span>n<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">misión:</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 1.9pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">El<span style="letter-spacing: 1.6pt;"> </span>cliente<span style="letter-spacing: 2.0pt;"> </span>es<span style="letter-spacing: 1.65pt;"> </span>quien<span style="letter-spacing: 1.9pt;"> </span>determina<span style="letter-spacing: 2.3pt;"> </span>qué<span style="letter-spacing: 1.75pt;"> </span>es<span style="letter-spacing: 1.65pt;"> </span>un<span style="letter-spacing: 1.65pt;"> </span>negocio. <span style="letter-spacing: .95pt;"> </span>El<span style="letter-spacing: 1.6pt;"> </span>cliente<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span>sólo<span style="letter-spacing: 1.8pt;"> </span>el<span style="letter-spacing: 1.6pt;"> </span>cliente<span style="letter-spacing: 2.0pt;"> </span>es<span style="letter-spacing: 1.65pt;"> </span>quien<span style="letter-spacing: 1.9pt;"> </span>por<span style="letter-spacing: 1.7pt;"> </span>su<span style="letter-spacing: 1.65pt;"> </span>disposición<span style="letter-spacing: 2.35pt;"> </span>a<span style="letter-spacing: 1.55pt;"> </span>pagar <span style="letter-spacing: -.1pt;">diner</span>o<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.1pt;">po</span>r<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.1pt;">u</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.1pt;">bie</span>n<span style="letter-spacing: 1.45pt;"> </span>o<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">servici</span>o<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">conviert</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">lo</span>s<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.1pt;">recur</span>sos<span style="letter-spacing: 1.75pt;"> </span>económicos<span style="letter-spacing: 2.0pt;"> </span>en<span style="letter-spacing: 1.2pt;"> </span>riqueza<span style="letter-spacing: 1.6pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span>las<span style="letter-spacing: 1.25pt;"> </span>cosas<span style="letter-spacing: 1.5pt;"> </span>en<span style="letter-spacing: 1.2pt;"> </span>mercancías.<span style="letter-spacing: 2.05pt;"> </span>Lo<span style="letter-spacing: 1.2pt;"> </span>que<span style="letter-spacing: 1.3pt;"> </span>una <span style="letter-spacing: -.05pt;">empres</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">piens</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">produc</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">primordia</span>l<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">importancia</span>,<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">meno</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">futur</span>o<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">empresa n</span>i<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">éxito</span>.<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">L</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">client</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">piens</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">est</span>á<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">comprand</span>o <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">consider</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">valioso</span>,<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">contundente, determin</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">es</span>,<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">produc</span>e<span style="letter-spacing: 1.55pt;"> </span>y<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">s</span>i<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">prosperar</span>á<span style="letter-spacing: 1.75pt;"> </span>o<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">no</span>.<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">Además</span>,<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">client</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">compr</span>a<span style="letter-spacing: 1.5pt;"> </span>y<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">considera valios</span>o<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">jamá</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">producto</span>,<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">siempr</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">utilidad</span>,<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">deci</span>r<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">product</span>o<span style="letter-spacing: 1.65pt;"> </span>o<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">servici</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">hac</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">el</span>.<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">c</span>liente <span style="letter-spacing: -.1pt;">e</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">e</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">fundament</span>o<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.1pt;">empres</span>a<span style="letter-spacing: 1.05pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">e</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">quie</span>n<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">mantien</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.1pt;">co</span>n<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.1pt;">vida.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2pt 365.8pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">Declaración<span style="letter-spacing: 1.35pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>una<span style="letter-spacing: .65pt;"> </span>política<span style="letter-spacing: .95pt;"> </span>social.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">Las <span style="letter-spacing: 1.45pt;"> </span>palabras <span style="letter-spacing: 1.9pt;"> </span>política <span style="letter-spacing: 1.75pt;"> </span>social <span style="letter-spacing: 1.65pt;"> </span>abarcan <span style="letter-spacing: 1.85pt;"> </span>el <span style="letter-spacing: 1.3pt;"> </span>pensamiento <span style="letter-spacing: 2.25pt;"> </span>y <span style="letter-spacing: 1.25pt;"> </span>la <span style="letter-spacing: 1.3pt;"> </span>filosofía <span style="letter-spacing: 1.8pt;"> </span>gerencial <span style="letter-spacing: 1.9pt;"> </span>de <span style="letter-spacing: 1.35pt;"> </span>los <span style="letter-spacing: 1.4pt;"> </span>niveles <span style="letter-spacing: 1.75pt;"> </span>más <span style="letter-spacing: 1.5pt;"> </span>altos <span style="letter-spacing: 1.55pt;"> </span>de <span style="letter-spacing: 1.35pt;"> </span>la organización. <span style="letter-spacing: .8pt;"> </span>En<span style="letter-spacing: 1.4pt;"> </span>consecuencia,<span style="letter-spacing: 2.35pt;"> </span>la<span style="letter-spacing: 1.3pt;"> </span>polít<span style="letter-spacing: -.05pt;">ic</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">socia</span>l<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">afect</span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">elaboració</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">enunciad</span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>.<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">Los tema</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">sociale</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">obliga</span>n<span style="letter-spacing: 2.3pt;"> </span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s<span style="letter-spacing: 2.55pt;"> </span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">toma</span>r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">cuent</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">sól</span>o<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 2.1pt;"> </span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">diversas parte</span>s <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">interesadas</span>, <span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">sin</span>o <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">tambié</span>n <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">responsabilida</span>d <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: 1.8pt;"> </span>tiene <span style="letter-spacing: .8pt;"> </span>ante <span style="letter-spacing: .75pt;"> </span>los <span style="letter-spacing: .65pt;"> </span>consumidores, <span style="letter-spacing: 1.65pt;"> </span>los ambientalistas,<span style="letter-spacing: 2.1pt;"> </span>las<span style="letter-spacing: 1.1pt;"> </span>minorías,<span style="letter-spacing: 1.65pt;"> </span>las<span style="letter-spacing: 1.1pt;"> </span>comunidades<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: .95pt;"> </span>otros<span style="letter-spacing: 1.25pt;"> </span>grupos.<span style="letter-spacing: 1.5pt;"> </span>Aunque<span style="letter-spacing: 1.5pt;"> </span>el<span style="letter-spacing: 1.0pt;"> </span>tema<span style="letter-spacing: 1.25pt;"> </span>de<span style="letter-spacing: 1.05pt;"> </span>la<span style="letter-spacing: 1.0pt;"> </span>responsabilidad<span style="letter-spacing: 2.2pt;"> </span>social<span style="letter-spacing: 1.35pt;"> </span>es<span style="letter-spacing: 1.05pt;"> </span>tema <span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">discusió</span>n <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">desd</span>e <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">hac</span>e <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">mucho</span>s <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">decenios</span>, <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">todaví</span>a <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">ha</span>y <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">mucha</span>s <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>s <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">sigue</span>n <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">luchand</span>o <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">definir </span><span style="letter-spacing: .15pt;">polític</span><span style="letter-spacing: -.6pt;">a</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .1pt;">sociale</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .1pt;">correctas.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 2.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">El<span style="letter-spacing: 1.3pt;"> </span>tema<span style="letter-spacing: 1.55pt;"> </span>de<span style="letter-spacing: 1.35pt;"> </span>la<span style="letter-spacing: 1.3pt;"> </span>responsabilidad<span style="letter-spacing: 2.5pt;"> </span>social<span style="letter-spacing: 1.65pt;"> </span>se<span style="letter-spacing: 1.35pt;"> </span>plantea<span style="letter-spacing: 1.75pt;"> </span>cuando<span style="letter-spacing: 1.75pt;"> </span>la<span style="letter-spacing: 1.3pt;"> </span>compañía<span style="letter-spacing: 2.0pt;"> </span>establece<span style="letter-spacing: 1.95pt;"> </span>la<span style="letter-spacing: 1.3pt;"> </span>misión<span style="letter-spacing: 1.7pt;"> </span>del<span style="letter-spacing: 1.4pt;"> </span>negocio.<span style="letter-spacing: 1.85pt;"> </span>Año<span style="letter-spacing: 1.5pt;"> </span>con<span style="letter-spacing: 1.45pt;"> </span>año <span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">va</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">reveland</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">consecuencia</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">socieda</span>d<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">produc</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>s<span style="letter-spacing: 2.45pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">viceversa</span>.<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">política</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">sociales </span><span style="letter-spacing: -.1pt;">afecta</span>n <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">dir</span>ectamente <span style="letter-spacing: 2.5pt;"> </span>a <span style="letter-spacing: 1.5pt;"> </span>los <span style="letter-spacing: 1.6pt;"> </span>clientes <span style="letter-spacing: 2.05pt;"> </span>de <span style="letter-spacing: 1.6pt;"> </span>una <span style="letter-spacing: 1.7pt;"> </span>empresa <span style="letter-spacing: 2.1pt;"> </span>y <span style="letter-spacing: 1.5pt;"> </span>a <span style="letter-spacing: 1.5pt;"> </span>sus <span style="letter-spacing: 1.7pt;"> </span>productos <span style="letter-spacing: 2.2pt;"> </span>y <span style="letter-spacing: 1.5pt;"> </span>servicios, <span style="letter-spacing: 2.15pt;"> </span>mercados, <span style="letter-spacing: 2.25pt;"> </span>tecnología, rentabilidad,<span style="letter-spacing: 2.15pt;"> </span>concepción<span style="letter-spacing: 2.05pt;"> </span>de<span style="letter-spacing: 1.3pt;"> </span>si<span style="letter-spacing: 1.25pt;"> </span>misma<span style="letter-spacing: 1.65pt;"> </span>e<span style="letter-spacing: 1.2pt;"> </span>imagen<span style="letter-spacing: 1.7pt;"> </span>pública.<span style="letter-spacing: 1.75pt;"> </span>La<span style="letter-spacing: 1.3pt;"> </span>política<span style="letter-spacing: 1.7pt;"> </span>social<span style="letter-spacing: 1.6pt;"> </span>de<span style="letter-spacing: 1.3pt;"> </span>la<span style="letter-spacing: 1.25pt;"> </span>organización<span style="letter-spacing: 2.2pt;"> </span>debe<span style="letter-spacing: 1.5pt;"> </span>estar<span style="letter-spacing: 1.5pt;"> </span>incluida<span style="letter-spacing: 1.75pt;"> </span>en todas <span style="letter-spacing: .3pt;"> </span>las <span style="letter-spacing: .1pt;"> </span>actividades <span style="letter-spacing: .8pt;"> </span>de <span style="letter-spacing: .05pt;"> </span>la<span style="letter-spacing: 2.65pt;"> </span>administración <span style="letter-spacing: 1.05pt;"> </span>est<span style="letter-spacing: -.75pt;">r</span>atégica, <span style="letter-spacing: .1pt;"> </span>entre<span style="letter-spacing: 2.15pt;"> </span>ellas,<span style="letter-spacing: 2.15pt;"> </span>la<span style="letter-spacing: 1.9pt;"> </span>elaboración <span style="letter-spacing: .1pt;"> </span>de<span style="letter-spacing: 1.95pt;"> </span>la<span style="letter-spacing: 1.9pt;"> </span>declaración <span style="letter-spacing: .05pt;"> </span>de<span style="letter-spacing: 1.95pt;"> </span>la<span style="letter-spacing: 1.9pt;"> </span>misión. <span style="letter-spacing: -.05pt;">Carrol</span>l<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">Ho</span>y<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">afirma</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">polític</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">socia</span>l<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">corporació</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">disecad</span>a<span style="letter-spacing: 2.2pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">articulad</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">formul</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">la </span><span style="letter-spacing: .05pt;">estrategia</span>, <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: .05pt;">instituid</span>a <span style="letter-spacing: .8pt;"> </span>y <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: .05pt;">administrad</span>a <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .05pt;">cuand</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: .05pt;">s</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .05pt;">aplic</span>a <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: .05pt;">l</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: .05pt;">estrategi</span>a <span style="letter-spacing: .9pt;"> </span>y <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -2.95pt;">a</span><span style="letter-spacing: -.1pt;">finad</span>a <span style="letter-spacing: .05pt;"> </span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">modificad</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">cuand</span>o <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">s</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">evalú</span>a <span style="letter-spacing: -.1pt;">la </span><span style="letter-spacing: -.05pt;">estrategia</span>. <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">nuev</span>a <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">visió</span>n <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">responsabilida</span>d <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">socia</span>l <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">sostien</span>e <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">determina</span>r <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">preciso </span>abordar<span style="letter-spacing: 1.0pt;"> </span>las<span style="letter-spacing: .6pt;"> </span>cuestiones<span style="letter-spacing: 1.25pt;"> </span>sociales,<span style="letter-spacing: 1.1pt;"> </span>tanto<span style="letter-spacing: .75pt;"> </span>en<span style="letter-spacing: .55pt;"> </span>forma<span style="letter-spacing: .85pt;"> </span>directa<span style="letter-spacing: .9pt;"> </span>como<span style="letter-spacing: .8pt;"> </span>indirecta.<o:p></o:p></span></div><div class="MsoNormal" style="margin: 2pt 56.05pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt;">La</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">lucha</span>r<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">toma</span>r<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">part</span>e<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">sociale</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">produce</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">beneficio</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">económicos.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 102%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.2pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;">A<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">pesa</span>r<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">diferenci</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">enfoques</span>,<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">mayo</span>r<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">part</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">compañía</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">estadounidense</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">trata</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">asegurarl</span>e<span style="letter-spacing: 2.05pt;"> </span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">los </span>extraños<span style="letter-spacing: 1.1pt;"> </span>que<span style="letter-spacing: .65pt;"> </span>ellas<span style="letter-spacing: .75pt;"> </span>realizan<span style="letter-spacing: 1.0pt;"> </span>sus<span style="letter-spacing: .65pt;"> </span>actividades<span style="letter-spacing: 1.3pt;"> </span>asumiendo<span style="letter-spacing: 1.3pt;"> </span>su<span style="letter-spacing: .55pt;"> </span>responsabilidad<span style="letter-spacing: 1.7pt;"> </span>s<span style="letter-spacing: .1pt;">ocial.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 28pt;"><b><i><span style="font-family: "Arial","sans-serif";">D. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.1pt;">Elemento</span>s<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">declaració</span>n<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">misión</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.3pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">La</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">variar</span>, <span style="letter-spacing: 1.3pt;"> </span>y <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">hech</span>o <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">varían</span>, <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">cuant</span>o <span style="letter-spacing: 1.3pt;"> </span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">extensión</span>, <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">contenido</span>, <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">format</span>o <span style="letter-spacing: 1.4pt;"> </span>y especificidad. <span style="letter-spacing: .6pt;"> </span>La<span style="letter-spacing: 2.3pt;"> </span>mayor<span style="letter-spacing: 2.6pt;"> </span>parte<span style="letter-spacing: 2.5pt;"> </span>de<span style="letter-spacing: 2.3pt;"> </span>los<span style="letter-spacing: 2.3pt;"> </span>practicantes <span style="letter-spacing: .45pt;"> </span>y<span style="letter-spacing: 2.2pt;"> </span>estudiosos <span style="letter-spacing: .35pt;"> </span>de<span style="letter-spacing: 2.3pt;"> </span>la<span style="letter-spacing: 2.25pt;"> </span>administración <span style="letter-spacing: .65pt;"> </span>estratégica <span style="letter-spacing: .4pt;"> </span>piens<span style="letter-spacing: -.75pt;">a</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.15pt;">qu</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.15pt;">una </span><span style="letter-spacing: -.05pt;">estrategi</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">efectiv</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">contene</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">nuev</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">característica</span>s<span style="letter-spacing: 2.3pt;"> </span>o<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">elementos</span>.<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">Dad</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">enunciad</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">suel</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">ser </span>la<span style="letter-spacing: 1.8pt;"> </span>parte<span style="letter-spacing: 2.05pt;"> </span>más<span style="letter-spacing: 2.0pt;"> </span>visible<span style="letter-spacing: 2.15pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span>pública<span style="letter-spacing: 2.25pt;"> </span>del<span style="letter-spacing: 1.9pt;"> </span>proceso<span style="letter-spacing: 2.3pt;"> </span>de<span style="letter-spacing: 1.85pt;"> </span>la<span style="letter-spacing: 1.8pt;"> </span>administración <span style="letter-spacing: .2pt;"> </span>estratégica<span style="letter-spacing: 2.55pt;"> </span>es<span style="letter-spacing: 1.85pt;"> </span>importante<span style="letter-spacing: 2.55pt;"> </span>que<span style="letter-spacing: 1.95pt;"> </span>incluya<span style="letter-spacing: 2.2pt;"> </span>todos<span style="letter-spacing: 2.1pt;"> </span>estos elementos <span style="letter-spacing: .15pt;"> </span>esenciales.<span style="letter-spacing: 1.95pt;"> </span>A<span style="letter-spacing: 1.15pt;"> </span>continuación<span style="letter-spacing: 2.05pt;"> </span>se<span style="letter-spacing: 1.2pt;"> </span>incluyen<span style="letter-spacing: 1.7pt;"> </span>los<span style="letter-spacing: 1.25pt;"> </span>elementos<span style="letter-spacing: 1.9pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span>las<span style="letter-spacing: 1.25pt;"> </span>preguntas<span style="letter-spacing: 1.85pt;"> </span>respectivas<span style="letter-spacing: 1.95pt;"> </span>que<span style="letter-spacing: 1.3pt;"> </span>debe<span style="letter-spacing: 1.4pt;"> </span>contestar<span style="letter-spacing: 1.8pt;"> </span>la <span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">misión.</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 1.95pt 273.55pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">1</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span>Clientes:<span style="letter-spacing: 1.15pt;"> </span>¿Quiénes<span style="letter-spacing: .4pt;"> </span>son<span style="letter-spacing: .7pt;"> </span>los<span style="letter-spacing: .65pt;"> </span>clientes<span style="letter-spacing: 1.05pt;"> </span>de<span style="letter-spacing: .6pt;"> </span>la<span style="letter-spacing: .55pt;"> </span>empresa?<o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 111.55pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">2</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span>Productos,<span style="letter-spacing: 1.25pt;"> </span>o<span style="letter-spacing: .45pt;"> </span>servicios.<span style="letter-spacing: 1.15pt;"> </span>¿Cuáles son<span style="letter-spacing: .65pt;"> </span>los<span style="letter-spacing: .6pt;"> </span>principales<span style="letter-spacing: 1.25pt;"> </span>productos<span style="letter-spacing: 1.2pt;"> </span>o<span style="letter-spacing: .45pt;"> </span>servicios<span style="letter-spacing: 1.1pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">empresa?</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 321.55pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">3</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span>Mercados:<span style="letter-spacing: 1.25pt;"> </span>¿Dónde compite<span style="letter-spacing: 1.0pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>empresa?<o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 207.55pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">4</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">Tecnología</span>:<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">¿E</span>s<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">tecnologí</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">interé</span>s<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">primordia</span>l<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">empresa?</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 102%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: 3.35pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 23.0pt; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt; line-height: 102%;">5</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">Interé</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">supervivencia</span>, <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">crecimient</span>o <span style="letter-spacing: .4pt;"> </span>y <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">rentabilidad</span>. <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">¿Trat</span>a <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">alcanza</span>r <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">objetivos </span><span style="letter-spacing: .1pt;">económicos?</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: 3.35pt; margin-top: 2.25pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 23.0pt; text-autospace: none; text-indent: -18.0pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt; line-height: 109%;">6</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: .1pt;">Filosofía</span>: <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: .1pt;">¿</span><span style="letter-spacing: -.65pt;">C</span><span style="letter-spacing: -.05pt;">uále</span>s <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">creencias</span>, <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">valores</span>, <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">aspiracione</span>s <span style="letter-spacing: 2.55pt;"> </span>y <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">prioridade</span>s <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">filosófica</span>s <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">fundamentale</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">la empresa?</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 0.8pt 29.8pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">7</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">Concept</span>o<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">s</span>í<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">misma</span>:<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">¿Cuá</span>l<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">competenci</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">distintiv</span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a<span style="letter-spacing: 1.1pt;"> </span>o<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">principa</span>l<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">ventaj</span>a<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">competitiva?</span><o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 31.3pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">8</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">Interé</span>s<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">image</span>n<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">pública</span>:<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">¿S</span>e<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: -.05pt;">preoc</span><span style="letter-spacing: -.8pt;">u</span>pa<span style="letter-spacing: 1.2pt;"> </span>la<span style="letter-spacing: .55pt;"> </span>empresa<span style="letter-spacing: 1.15pt;"> </span>por<span style="letter-spacing: .65pt;"> </span>asuntos<span style="letter-spacing: 1.05pt;"> </span>sociales,<span style="letter-spacing: 1.15pt;"> </span>comunitarios<span style="letter-spacing: 1.5pt;"> </span>y<span style="letter-spacing: .5pt;"> </span>ambientales?<o:p></o:p></span></div><div class="MsoNormal" style="margin: 2.6pt 73.3pt 0.0001pt 5.5pt; text-align: justify;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt;">9</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">Interé</span>s<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">¿S</span>e<span style="letter-spacing: -.4pt;"> </span><span style="letter-spacing: -.05pt;">consider</span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">activ</span>o<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">valios</span>o<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">empresa?</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .15pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 28pt;"><b><i><span style="font-family: "Arial","sans-serif"; letter-spacing: -.05pt;">E</span></i></b><b><i><span style="font-family: "Arial","sans-serif";">. <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.1pt;">Cóm</span>o<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">redacta</span>r<span style="letter-spacing: .7pt;"> </span>y<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: -.1pt;">evalua</span>r<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.1pt;">declaracione</span>s<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">misión</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt; line-height: 106%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">a <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">mejo</span>r <span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.1pt;">maner</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">desarrolla</span>r <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">capacida</span>d <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">pa</span><span style="letter-spacing: -.05pt;">r</span>a <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">redacta</span>r <span style="letter-spacing: 2.4pt;"> </span>y <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">podrí</span>a <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">ser estudiand</span>o<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">misione</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">compañía</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">reales</span>.<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">evalúa</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">bas</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">nuev</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">criterio</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">que </span><span style="letter-spacing: -.1pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">presentaro</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.1pt;">anteriormente.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 5.35pt; margin-top: 1.9pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt; line-height: 109%;">Ningun</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.1pt;">declaració</span>n <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">misió</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">e</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">mejo</span>r<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">orga</span><span style="letter-spacing: -.05pt;">nizació</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">concreta</span>,<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">tant</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">requier</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">bue</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">juicio </span><span style="letter-spacing: -.15pt;">par</span>a<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.15pt;">evaluarlas.</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 3.85pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">tiene</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">mucha</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">divisiones</span>, <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: -.05pt;">debe</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">fija</span>r <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">unidade</span>s <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: -.05pt;">las </span>divisiones<span style="letter-spacing: 2.5pt;"> </span>realicen<span style="letter-spacing: 2.35pt;"> </span>las<span style="letter-spacing: 1.9pt;"> </span>tareas<span style="letter-spacing: 2.2pt;"> </span>de<span style="letter-spacing: 1.9pt;"> </span>la<span style="letter-spacing: 1.85pt;"> </span>administración <span style="letter-spacing: .25pt;"> </span>estratégica, <span style="letter-spacing: .05pt;"> </span>entre<span style="letter-spacing: 2.1pt;"> </span>ellas <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.1pt;">elaboració</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.1pt;">declaració</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">la </span><span style="letter-spacing: -.05pt;">misión</span>.<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">Cad</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">divisió</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">involucra</span>r<span style="letter-spacing: 2.0pt;"> </span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 1.95pt;"> </span>y<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">elaboració</span>n<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">misión </span>consistente <span style="letter-spacing: 2.05pt;"> </span>y <span style="letter-spacing: 1.2pt;"> </span>acorde <span style="letter-spacing: 1.7pt;"> </span>con <span style="letter-spacing: 1.4pt;"> </span>la <span style="letter-spacing: 1.25pt;"> </span>misión <span style="letter-spacing: 1.65pt;"> </span>de <span style="letter-spacing: 1.3pt;"> </span>la <span style="letter-spacing: 1.25pt;"> </span>corporación. <span style="letter-spacing: 2.15pt;"> </span>Anchor <span style="letter-spacing: 1.7pt;"> </span>Hocking <span style="letter-spacing: 1.8pt;"> </span>es <span style="letter-spacing: 1.3pt;"> </span>un <span style="letter-spacing: 1.3pt;"> </span>ejemplo <span style="letter-spacing: 1.75pt;"> </span>de <span style="letter-spacing: 1.3pt;"> </span>una <span style="letter-spacing: 1.4pt;"> </span>organización <span style="letter-spacing: -.05pt;">multinaciona</span>l <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">h</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">elaborad</span>o <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">genera</span>l<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">corporació</span>n <span style="letter-spacing: .35pt;"> </span>y<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">para cad</span>a<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">och</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">divisiones.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.95pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">elabor</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">comprensiva</span>,<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">se</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">fuent</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">inspiración</span>,<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">pierd</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">la oportunida</span>d <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">presentars</span>e <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">favorablement</span>e <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">ant</span>e <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">parte</span>s <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">interesadas</span>, <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">presente</span>s <span style="letter-spacing: 1.6pt;"> </span>y <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">futuras</span>. <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">Toda</span>s <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">las </span>organizaciones <span style="letter-spacing: .05pt;"> </span>necesitan<span style="letter-spacing: 2.2pt;"> </span>clientes,<span style="letter-spacing: 2.1pt;"> </span>empleados<span style="letter-spacing: 2.3pt;"> </span>y<span style="letter-spacing: 1.5pt;"> </span>gerentes<span style="letter-spacing: 2.1pt;"> </span>y<span style="letter-spacing: 1.5pt;"> </span>la<span style="letter-spacing: 1.55pt;"> </span>mayor<span style="letter-spacing: 1.9pt;"> </span>parte<span style="letter-spacing: 1.8pt;"> </span>de<span style="letter-spacing: 1.6pt;"> </span>las<span style="letter-spacing: 1.6pt;"> </span>empresas<span style="letter-spacing: 2.2pt;"> </span>necesitan<span style="letter-spacing: 2.2pt;"> </span>acreedores, <span style="letter-spacing: -.1pt;">proveedore</span>s <span style="letter-spacing: .2pt;"> </span>y<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">distribuidores</span>. <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">L</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">declara</span><span style="letter-spacing: -.05pt;">ció</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">vehícul</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">efectiv</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">comunicar</span>é<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">con la</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">parte</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">interesada</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">interio</span>r<span style="letter-spacing: 1.55pt;"> </span>y<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">exterior</span>. <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">valo</span>r<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">principa</span>l<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">instrumento </span>de<span style="letter-spacing: .55pt;"> </span>Ia<span style="letter-spacing: .5pt;"> </span>administración<span style="letter-spacing: 1.55pt;"> </span>estratégica<span style="letter-spacing: 1.3pt;"> </span>se<span style="letter-spacing: .55pt;"> </span>debe<span style="letter-spacing: .75pt;"> </span>a<span style="letter-spacing: .45pt;"> </span>que<span style="letter-spacing: .65pt;"> </span>especifica<span style="letter-spacing: 1.2pt;"> </span>los<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">último</span>s<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">empresa:</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.95pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Ofrec</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">e<span style="letter-spacing: 1.85pt;"> </span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">unida</span>d<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">sentid</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">trasciend</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">necesidade</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">particulares</span>,<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">parroquiale</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">transitorias. Propici</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">sensació</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">expectativa</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">compartida</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">todo</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">nivele</span>s<span style="letter-spacing: 1.9pt;"> </span>y<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">generacione</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">empleados</span>.<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">Consol</span><span style="letter-spacing: -.1pt;">ida </span>los<span style="letter-spacing: 1.45pt;"> </span>valores<span style="letter-spacing: 1.8pt;"> </span>con<span style="letter-spacing: 1.5pt;"> </span>el<span style="letter-spacing: 1.35pt;"> </span>transcurso<span style="letter-spacing: 2.1pt;"> </span>del<span style="letter-spacing: 1.45pt;"> </span>tiempo<span style="letter-spacing: 1.75pt;"> </span>y<span style="letter-spacing: 1.3pt;"> </span>e<span style="letter-spacing: 1.3pt;"> </span>ntre<span style="letter-spacing: 1.55pt;"> </span>las<span style="letter-spacing: 1.45pt;"> </span>personas<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: 1.3pt;"> </span>los<span style="letter-spacing: 1.45pt;"> </span>grupos<span style="letter-spacing: 1.8pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>interés.<span style="letter-spacing: 1.8pt;"> </span>Proyecta<span style="letter-spacing: 1.95pt;"> </span>un<span style="letter-spacing: 1.4pt;"> </span>sentimiento<span style="letter-spacing: 2.15pt;"> </span>de <span style="letter-spacing: -.05pt;">valo</span>r<span style="letter-spacing: 1.85pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">intenció</span>n<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">persona</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">extraña</span>s<span style="letter-spacing: 2.15pt;"> </span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">compañí</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">identifica</span>r<span style="letter-spacing: 2.25pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">asimilar</span>.<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">último</span>,<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">corrobora </span><span style="letter-spacing: .05pt;">e</span>l <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: .05pt;">compromis</span>o <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: .05pt;">d</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: .05pt;">l</span>a <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: .05pt;">c</span><span style="letter-spacing: -.7pt;">o</span>mpañía <span style="letter-spacing: 1.35pt;"> </span>para <span style="letter-spacing: .9pt;"> </span>actuar <span style="letter-spacing: 1.05pt;"> </span>con <span style="letter-spacing: .8pt;"> </span>responsabilidad <span style="letter-spacing: 1.85pt;"> </span>y <span style="letter-spacing: .6pt;"> </span>éste <span style="letter-spacing: .85pt;"> </span>es <span style="letter-spacing: .7pt;"> </span>simbiótico <span style="letter-spacing: 1.35pt;"> </span>con <span style="letter-spacing: .8pt;"> </span>su <span style="letter-spacing: .7pt;"> </span>necesidad <span style="letter-spacing: 1.35pt;"> </span>para <span style="letter-spacing: -.05pt;">preserva</span>r <span style="letter-spacing: 2.4pt;"> </span>y <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">protege</span>r <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">reclamo</span>s <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">esenciale</span>s <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">miembro</span>s <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">interno</span>s <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">supervivenci</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">sostenida</span>, <span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">el crecimient</span>o<span style="letter-spacing: 1.3pt;"> </span>y<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">rentabilida</span>d<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">empresa.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .1pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 27.5pt;"><b><i><span style="font-family: "Arial","sans-serif"; letter-spacing: -.15pt;">F</span></i></b><b><i><span style="font-family: "Arial","sans-serif";">. <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.15pt;">Conclusión</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.15pt; line-height: 105%;">Tod</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.15pt;">organiz</span><span style="letter-spacing: -.05pt;">ació</span>n <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">tien</span>e <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">propósit</span>o <span style="letter-spacing: 1.25pt;"> </span>y <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">razó</span>n <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">singulares</span>. <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">Est</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">singularida</span>d <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">refleja</span>r <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">la </span><span style="letter-spacing: -.1pt;">declaració</span>n <span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">misión</span>.<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">L</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">naturalez</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">misió</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">de</span>l<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">negoci</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">pued</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">representa</span>r <span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">ventaj</span>a<span style="letter-spacing: 2.3pt;"> </span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">desventaja </span><span style="letter-spacing: -.05pt;">competitiv</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>. <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">c</span><span style="letter-spacing: -.8pt;">o</span><span style="letter-spacing: -.05pt;">nsigu</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">magnífic</span>o <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">sentid</span>o <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">propósit</span>o <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">los estrategas</span>, <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s <span style="letter-spacing: .75pt;"> </span>y <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>n <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">clar</span>a <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: .75pt;"> </span>y <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">comunican</span>. <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">Drucke</span>r <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">dic</span>e <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">que elabora</span>r <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">clar</span>a <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">"responsabilida</span>d <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">primordia</span>l <span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">estrategas"</span>. <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.3pt;">U</span><span style="letter-spacing: -.15pt;">n</span>a <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.15pt;">buena </span>declaración<span style="letter-spacing: 2.35pt;"> </span>de<span style="letter-spacing: 1.6pt;"> </span>la<span style="letter-spacing: 1.55pt;"> </span>misión<span style="letter-spacing: 1.95pt;"> </span>revela<span style="letter-spacing: 1.9pt;"> </span>a<span style="letter-spacing: 1.5pt;"> </span>los<span style="letter-spacing: 1.6pt;"> </span>clientes<span style="letter-spacing: 2.05pt;"> </span>de<span style="letter-spacing: 1.6pt;"> </span>la<span style="letter-spacing: 1.55pt;"> </span>organización,<span style="letter-spacing: 2.5pt;"> </span>sus<span style="letter-spacing: 1.7pt;"> </span>productos<span style="letter-spacing: 2.2pt;"> </span>o<span style="letter-spacing: 1.5pt;"> </span>servicios,<span style="letter-spacing: 2.15pt;"> </span>mercados,<span style="letter-spacing: 2.25pt;"> </span>tecnología, <span style="letter-spacing: -.05pt;">interé</span>s <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">supervivencia</span>, <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">filosofía</span>, <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">concept</span>o <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">s</span>i <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">misma</span>, <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">interé</span>s <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">image</span>n <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">públic</span>a <span style="letter-spacing: 1.3pt;"> </span>e <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">interé</span>s <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">los </span><span style="letter-spacing: .05pt;">empleados</span>. <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: .05pt;">Esto</span>s <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: .05pt;">nue</span><span style="letter-spacing: -.05pt;">v</span>e <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">elemento</span>s <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">básico</span>s <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">marc</span>o <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">práctic</span>o <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r <span style="letter-spacing: 1.45pt;"> </span>y <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">redacta</span>r <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">de </span>misión.<span style="letter-spacing: 2.2pt;"> </span>Ésta,<span style="letter-spacing: 2.0pt;"> </span>por<span style="letter-spacing: 1.85pt;"> </span>ser<span style="letter-spacing: 1.85pt;"> </span>el<span style="letter-spacing: 1.75pt;"> </span>primer<span style="letter-spacing: 2.1pt;"> </span>paso<span style="letter-spacing: 2.0pt;"> </span>de<span style="letter-spacing: 1.8pt;"> </span>la<span style="letter-spacing: 1.75pt;"> </span>administración <span style="letter-spacing: .15pt;"> </span>estratégica,<span style="letter-spacing: 2.55pt;"> </span>marca<span style="letter-spacing: 2.1pt;"> </span>el<span style="letter-spacing: 1.75pt;"> </span>curso<span style="letter-spacing: 2.05pt;"> </span>de<span style="letter-spacing: 1.8pt;"> </span>todas<span style="letter-spacing: 2.05pt;"> </span>las<span style="letter-spacing: 1.8pt;"> </span>actividades<span style="letter-spacing: 2.55pt;"> </span>de <span style="letter-spacing: -.05pt;">planificación.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 2.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Un</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">bie</span>n <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">diseñad</span>a <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">result</span>a <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">esencia</span>l <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.1pt;">formular</span>, <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">pone</span>r <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.1pt;">práctic</span>a <span style="letter-spacing: 2.1pt;"> </span>y <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.1pt;">evalua</span>r <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">la </span>estrategia. <span style="letter-spacing: .45pt;"> </span>Elaborar <span style="letter-spacing: .25pt;"> </span>una <span style="letter-spacing: 2.5pt;"> </span>misión <span style="letter-spacing: .1pt;"> </span>clara <span style="letter-spacing: 2.6pt;"> </span>de <span style="letter-spacing: 2.4pt;"> </span>la <span style="letter-spacing: 2.35pt;"> </span>empresa <span style="letter-spacing: .3pt;"> </span>y <span style="letter-spacing: 2.3pt;"> </span>comunicarla, <span style="letter-spacing: .65pt;"> </span>constituye <span style="letter-spacing: .4pt;"> </span>una <span style="letter-spacing: 2.5pt;"> </span>de <span style="letter-spacing: 2.4pt;"> </span>las <span style="letter-spacing: 2.4pt;"> </span>tareas <span style="letter-spacing: .1pt;"> </span>de <span style="letter-spacing: 2.4pt;"> </span>la <span style="letter-spacing: -.05pt;">administració</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">suel</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">pasa</span>r<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">alt</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">frecuencia</span>.<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">Si</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">declara</span>c<span style="letter-spacing: -1.2pt;"> </span>ión<span style="letter-spacing: 1.2pt;"> </span>clara<span style="letter-spacing: 1.35pt;"> </span>de<span style="letter-spacing: 1.15pt;"> </span>la<span style="letter-spacing: 1.1pt;"> </span>misión, <span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">acto</span>s <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: 1.7pt;"> </span>a <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">cort</span>o <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">plaz</span>o <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">contraproducente</span>s <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">interese</span>s <span style="letter-spacing: 1.7pt;"> </span>a <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">plazo</span>. <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">La declaració</span>n<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">siempr</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">sometid</span>a<span style="letter-spacing: 2.3pt;"> </span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">revisión</span>,<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">si</span>n<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">embargo</span>,<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">prepar</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">atención, </span><span style="letter-spacing: -.1pt;">poca</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">vece</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">reque</span><span style="letter-spacing: -.05pt;">rir</span>á<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">cambio</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">importantes</span>.<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">suele</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">revisa</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">vez a</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">año</span>.<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">eficace</span>s<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">aguanta</span>n<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">prueb</span>a<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">tiempo.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 102%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.55pt; margin-top: 2.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;">La<span style="letter-spacing: 1.5pt;"> </span>declaración<span style="letter-spacing: 2.25pt;"> </span>de<span style="letter-spacing: 1.5pt;"> </span>la<span style="letter-spacing: 1.45pt;"> </span>misión<span style="letter-spacing: 1.85pt;"> </span>es<span style="letter-spacing: 1.5pt;"> </span>un<span style="letter-spacing: 1.5pt;"> </span>instrumento<span style="letter-spacing: 2.3pt;"> </span>esencial<span style="letter-spacing: 2.0pt;"> </span>para<span style="letter-spacing: 1.7pt;"> </span>los<span style="letter-spacing: 1.55pt;"> </span>estratega<span style="letter-spacing: -.05pt;">s</span>,<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">ilustr</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">brev</span>e<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">relat</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">nos ofrec</span>e<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">Pete</span>r<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">Schultz</span>,<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">directo</span>r<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">ejecutiv</span>o<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">Porsche.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 2.25pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Tre</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">hombre</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">estaba</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">trabajand</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">obra</span>.<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">tre</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">estaba</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">haciend</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">mismo</span>,<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">per</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">l</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">preguntaro</span>n<span style="letter-spacing: 2.2pt;"> </span>a <span style="letter-spacing: -.05pt;">cad</span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">un</span>o <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">estab</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">haciendo</span>, <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">respuesta</span>s <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">v</span>a<span style="letter-spacing: -1.75pt;"> </span><span style="letter-spacing: -.05pt;">riaron</span>.<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">"Picand</span>o <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">piedra"</span>, <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">repus</span>o <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">primero</span>; <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">"ganándom</span>e <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">la </span>vida",<span style="letter-spacing: 1.95pt;"> </span>dijo<span style="letter-spacing: 1.8pt;"> </span>el<span style="letter-spacing: 1.65pt;"> </span>segundo;<span style="letter-spacing: 2.25pt;"> </span>"ayudando<span style="letter-spacing: 2.4pt;"> </span>a<span style="letter-spacing: 1.6pt;"> </span>erigir<span style="letter-spacing: 1.9pt;"> </span>una<span style="letter-spacing: 1.8pt;"> </span>catedral",<span style="letter-spacing: 2.3pt;"> </span>contestó<span style="letter-spacing: 2.2pt;"> </span>el<span style="letter-spacing: 1.65pt;"> </span>tercero.<span style="letter-spacing: 2.15pt;"> </span>Pocos<span style="letter-spacing: 2.0pt;"> </span>podemos<span style="letter-spacing: 2.25pt;"> </span>erigir<span style="letter-spacing: 1.9pt;"> </span>catedrales.<span style="letter-spacing: 2.4pt;"> </span>Sin <span style="letter-spacing: -.1pt;">embargo</span>, <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">medid</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">podamo</span>s <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.1pt;">ve</span>r <span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">catedra</span>l <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">caus</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">perseguimos</span>, <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">tare</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">no</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">parecerí</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">más </span>valiosa. <span style="letter-spacing: 1.7pt;"> </span>Los <span style="letter-spacing: 1.35pt;"> </span>buenos <span style="letter-spacing: 1.65pt;"> </span>estrategas <span style="letter-spacing: 1.95pt;"> </span>y <span style="letter-spacing: 1.15pt;"> </span>una <span style="letter-spacing: 1.35pt;"> </span>misión <span style="letter-spacing: 1.6pt;"> </span>clara <span style="letter-spacing: 1.45pt;"> </span>nos <span style="letter-spacing: 1.35pt;"> </span>ayudan <span style="letter-spacing: 1.65pt;"> </span>a <span style="letter-spacing: 1.15pt;"> </span>encontrar <span style="letter-spacing: 1.85pt;"> </span>esas <span style="letter-spacing: 1.45pt;"> </span>catedrales, <span style="letter-spacing: 2.0pt;"> </span>pues <span style="letter-spacing: 1.45pt;"> </span>en <span style="letter-spacing: 1.25pt;"> </span>caso contrario,<span style="letter-spacing: 1.15pt;"> </span>serían<span style="letter-spacing: .9pt;"> </span>intrascendentes<span style="letter-spacing: 1.7pt;"> </span>o<span style="letter-spacing: .45pt;"> </span>causas<span style="letter-spacing: .95pt;"> </span>vacías.<o:p></o:p></span></div>Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-46056783406836456642012-06-12T18:26:00.000-07:002012-06-12T18:26:13.532-07:00La naturaleza de la administración estratégica<div class="WordSection1"> <div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 5.5pt;"></div><div class="WordSection1"> <div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 5.5pt;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">En<span style="letter-spacing: .6pt;"> </span>el<span style="letter-spacing: .5pt;"> </span>proceso<span style="letter-spacing: 1.05pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>administración<span style="letter-spacing: 1.55pt;"> </span>estratégica<span style="letter-spacing: 1.3pt;"> </span>es<span style="letter-spacing: .55pt;"> </span>importante<span style="letter-spacing: 1.25pt;"> </span>considerar<span style="letter-spacing: 1.25pt;"> </span>los<span style="letter-spacing: .6pt;"> </span>siguientes<span style="letter-spacing: 1.2pt;"> </span>planteamientos<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: 3.35pt; margin-top: 2.6pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 23.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt; line-height: 105%;">1</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">.<span style="letter-spacing: -2.45pt;"> </span>La<span style="letter-spacing: 2.5pt;"> </span>comunicación <span style="letter-spacing: .8pt;"> </span>es<span style="letter-spacing: 2.5pt;"> </span>básica, <span style="letter-spacing: .25pt;"> </span>representa <span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: 2.45pt;"> </span>clave <span style="letter-spacing: .1pt;"> </span>del<span style="letter-spacing: 2.55pt;"> </span>éxito <span style="letter-spacing: .05pt;"> </span>en<span style="letter-spacing: 2.5pt;"> </span>las<span style="letter-spacing: 2.5pt;"> </span>interacciones <span style="letter-spacing: .75pt;"> </span>humanas <span style="letter-spacing: .45pt;"> </span>y<span style="letter-spacing: 2.4pt;"> </span>sistémicas <span style="letter-spacing: .55pt;"> </span>de<span style="letter-spacing: 2.5pt;"> </span>la institución. <span style="letter-spacing: 1.25pt;"> </span>Una <span style="letter-spacing: .7pt;"> </span>adecuada <span style="letter-spacing: 1.2pt;"> </span>comunicación <span style="letter-spacing: 1.5pt;"> </span>ent<span style="letter-spacing: -.75pt;">r</span>e <span style="letter-spacing: .5pt;"> </span>trabajadores <span style="letter-spacing: 1.1pt;"> </span>de <span style="letter-spacing: .25pt;"> </span>confianza <span style="letter-spacing: .85pt;"> </span>y <span style="letter-spacing: .15pt;"> </span>sindicalizados, <span style="letter-spacing: 1.3pt;"> </span>alumnos <span style="letter-spacing: .75pt;"> </span>y profesores,<span style="letter-spacing: 2.0pt;"> </span>bajo<span style="letter-spacing: 1.4pt;"> </span>la<span style="letter-spacing: 1.2pt;"> </span>participación<span style="letter-spacing: 2.1pt;"> </span>de<span style="letter-spacing: 1.25pt;"> </span>procesos<span style="letter-spacing: 1.8pt;"> </span>sinérgicos<span style="letter-spacing: 1.9pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span>empáticos,<span style="letter-spacing: 1.95pt;"> </span>repercutirá<span style="letter-spacing: 1.95pt;"> </span>en<span style="letter-spacing: 1.25pt;"> </span>una<span style="letter-spacing: 1.35pt;"> </span>mayor<span style="letter-spacing: 1.6pt;"> </span>participación<span style="letter-spacing: 2.1pt;"> </span>de <span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">comunida</span>d <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">universitari</span>a <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">brinda</span>r <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">apoy</span>o <span style="letter-spacing: .4pt;"> </span>a <span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">tarea</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">universitarias</span>, <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">impulsand</span>o <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .05pt;">e</span>l<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .05pt;">conocimiento</span>, <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .05pt;">la </span>calidad, <span style="letter-spacing: 1.0pt;"> </span>la <span style="letter-spacing: .5pt;"> </span>productividad, <span style="letter-spacing: 1.55pt;"> </span>la <span style="letter-spacing: .5pt;"> </span>corresponsabilidad <span style="letter-spacing: 1.95pt;"> </span>y <span style="letter-spacing: .45pt;"> </span>el <span style="letter-spacing: .5pt;"> </span>compromiso <span style="letter-spacing: 1.4pt;"> </span>necesarios <span style="letter-spacing: 1.25pt;"> </span>para <span style="letter-spacing: .75pt;"> </span>alcanzar <span style="letter-spacing: 1.05pt;"> </span>la <span style="letter-spacing: .5pt;"> </span>misión <span style="letter-spacing: .9pt;"> </span>y <span style="letter-spacing: .45pt;"> </span>los objetivos<span style="letter-spacing: 2.45pt;"> </span>institucionales. <span style="letter-spacing: .3pt;"> </span>El<span style="letter-spacing: 1.85pt;"> </span>diálogo<span style="letter-spacing: 2.3pt;"> </span>y<span style="letter-spacing: 1.8pt;"> </span>la<span style="letter-spacing: 1.85pt;"> </span>participación <span style="letter-spacing: .1pt;"> </span>son<span style="letter-spacing: 2.0pt;"> </span>esenciales, es<span style="letter-spacing: 1.9pt;"> </span>fundamental <span style="letter-spacing: .1pt;"> </span>que<span style="letter-spacing: 2.0pt;"> </span>los<span style="letter-spacing: 1.9pt;"> </span>trabajadores <span style="letter-spacing: .1pt;"> </span>de <span style="letter-spacing: .15pt;">confianz</span>a <span style="letter-spacing: .2pt;"> </span>y<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: .15pt;">lo</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -1.35pt;">s</span>indicalizados <span style="letter-spacing: .25pt;"> </span>estén<span style="letter-spacing: 2.15pt;"> </span>muy<span style="letter-spacing: 2.05pt;"> </span>bien<span style="letter-spacing: 2.05pt;"> </span>informados<span style="letter-spacing: 2.6pt;"> </span>sobre<span style="letter-spacing: 2.15pt;"> </span>la<span style="letter-spacing: 1.85pt;"> </span>misión<span style="letter-spacing: 2.25pt;"> </span>y<span style="letter-spacing: 1.8pt;"> </span>visión<span style="letter-spacing: 2.15pt;"> </span>de<span style="letter-spacing: 1.9pt;"> </span>la<span style="letter-spacing: 1.85pt;"> </span>UAEM,<span style="letter-spacing: 2.3pt;"> </span>los<span style="letter-spacing: 1.9pt;"> </span>objetivos <span style="letter-spacing: -.05pt;">generale</span>s<span style="letter-spacing: 2.45pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">particulare</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">dependencia</span>, <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">sentid</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">actividades</span>, <span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">avance</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">logrado</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">alcanzar</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection2"> <div class="MsoNormal" style="line-height: 10.6pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: -3.45pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">los <span style="letter-spacing: .9pt;"> </span>objetivos, <span style="letter-spacing: 1.45pt;"> </span>los <span style="letter-spacing: .9pt;"> </span>planes <span style="letter-spacing: 1.2pt;"> </span>y <span style="letter-spacing: .75pt;"> </span>programas <span style="letter-spacing: 1.55pt;"> </span>de <span style="letter-spacing: .85pt;"> </span>desarrollo <span style="letter-spacing: 1.5pt;"> </span>y <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -5.35pt;">a</span>l<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 10.75pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">comunida</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">d<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">universitaria.</span></span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;"><o:p></o:p></span></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" /> </span> <div class="MsoNormal" style="line-height: 10.6pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt;">importanci</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">a <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">brinda</span>r <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.1pt;">u</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">adecuad</span>o <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">servici</span>o <span style="letter-spacing: .2pt;"> </span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">la</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection3"> <div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: 3.35pt; margin-top: 2.75pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 23.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt; line-height: 105%;">2</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">globalizació</span>n<span style="letter-spacing: 2.15pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">capacida</span>d<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">adaptació</span>n<span style="letter-spacing: 2.0pt;"> </span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">nuevo</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">cambio</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">exig</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">entorn</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">repercut</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">adoptar </span>adecuadas <span style="letter-spacing: .5pt;"> </span>decisiones <span style="letter-spacing: .45pt;"> </span>estratégicas. <span style="letter-spacing: .65pt;"> </span>Las<span style="letter-spacing: 2.5pt;"> </span>fronteras <span style="letter-spacing: .3pt;"> </span>entre<span style="letter-spacing: 2.6pt;"> </span>los<span style="letter-spacing: 2.4pt;"> </span>países <span style="letter-spacing: .1pt;"> </span>ya<span style="letter-spacing: 1.0pt;"> </span>no<span style="letter-spacing: 1.75pt;"> </span>nos<span style="letter-spacing: 1.85pt;"> </span>imponen<span style="letter-spacing: 2.25pt;"> </span>límites,<span style="letter-spacing: 2.15pt;"> </span>el<span style="letter-spacing: 1.7pt;"> </span>contemplar <span style="letter-spacing: -.05pt;">nuestra</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">desd</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">perspectiv</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">globa</span>l<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">ser</span>á<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">adecuad</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">desarroll</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">institucional</span>,<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">el comprende</span>r<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">ámbit</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">investigación</span>,<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">educación</span>,<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">difusió</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">cultura</span>,<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>x<span style="letter-spacing: -1.75pt;"> </span><span style="letter-spacing: .05pt;">tensió</span>n<span style="letter-spacing: 1.0pt;"> </span>y <span style="letter-spacing: -.05pt;">vinculació</span>n <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">socieda</span>d <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">manifiest</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">universalida</span>d <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">pensamient</span>o <span style="letter-spacing: .7pt;"> </span>y <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">trabajadores universitario</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">debemo</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">mantene</span>r<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">actitu</span>d<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">proactiv</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">respond</span>a<span style="letter-spacing: 2.15pt;"> </span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">requerimiento</span>s y<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">necesidade</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">la comunida</span>d <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">universitari</span>a <span style="letter-spacing: 2.45pt;"> </span>y <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">sociale</span>s <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">requier</span>e <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.1pt;">nació</span>n <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.1pt;">hace</span>r <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.1pt;">frent</span>e <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.1pt;">a</span>l <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.1pt;">inevitabl</span>e <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.1pt;">proces</span>o <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">de </span><span style="letter-spacing: -.05pt;">globalización.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 23.5pt; margin-right: 4.0pt; margin-top: 1.2pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 23.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.3pt; line-height: 105%;">3</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">ambient</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">element</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">clav</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>.<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">Result</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">prioritari</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">concientiza</span>r<span style="letter-spacing: 2.35pt;"> </span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">comunida</span>d<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">universitaria </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.1pt;">despué</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">guerr</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">frí</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">amenaz</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">má</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.1pt;">latent</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">pa</span><span style="letter-spacing: -.05pt;">r</span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">bienesta</span>r<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">población</span>,<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">menoscab</span>o<span style="letter-spacing: 2.0pt;"> </span>y <span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">explotació</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">constant</span>e <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">medi</span>o<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">ambiente</span>. <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">Mar</span>k<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">Stari</span>k<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">Universida</span>d <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">Georg</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">Washington</span>, <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">afirma</span>:<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">“La décad</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">año</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">novent</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">ser</span>á<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">crític</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">detene</span>r<span style="letter-spacing: 1.9pt;"> </span>y<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">reverti</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">destrucció</span>n<span style="letter-spacing: 2.2pt;"> </span>y<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">deterior</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">ecoló</span>gicos<span style="letter-spacing: 1.5pt;"> </span>de<span style="letter-spacing: .8pt;"> </span>todo el<span style="letter-spacing: 1.3pt;"> </span>mundo.<span style="letter-spacing: 1.8pt;"> </span>Se<span style="letter-spacing: 1.4pt;"> </span>trata<span style="letter-spacing: 1.55pt;"> </span>de<span style="letter-spacing: 1.35pt;"> </span>un<span style="letter-spacing: 1.35pt;"> </span>elemento<span style="letter-spacing: 1.95pt;"> </span>estratégico<span style="letter-spacing: 2.1pt;"> </span>que<span style="letter-spacing: 1.45pt;"> </span>requiere<span style="letter-spacing: 1.85pt;"> </span>de<span style="letter-spacing: 1.35pt;"> </span>la<span style="letter-spacing: 1.3pt;"> </span>atención<span style="letter-spacing: 1.85pt;"> </span>inmediata<span style="letter-spacing: 1.95pt;"> </span>y<span style="letter-spacing: 1.25pt;"> </span>sustancial<span style="letter-spacing: 2.0pt;"> </span>de<span style="letter-spacing: 1.35pt;"> </span>todas<span style="letter-spacing: 1.6pt;"> </span>las <span style="letter-spacing: -.05pt;">empresa</span>s<span style="letter-spacing: 1.15pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">directivos”.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .05pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 28pt;"><b><i><span style="font-family: "Arial","sans-serif";">A. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.1pt;">Definición</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">art</span>e <span style="letter-spacing: .2pt;"> </span>y <span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">cienci</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">formular</span>, <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">implementa</span>r <span style="letter-spacing: .9pt;"> </span>y <span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">deci</span><span style="letter-spacing: .05pt;">siones </span><span style="letter-spacing: -.05pt;">interfuncionale</span>s <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">permite</span>n <span style="letter-spacing: .25pt;"> </span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">alcanza</span>r <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">objetivos</span>. <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">Ell</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">implic</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">integra</span>r <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">administración</span>, <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">la </span>mercadotecnia,<span style="letter-spacing: 2.4pt;"> </span>las<span style="letter-spacing: 1.35pt;"> </span>finanzas<span style="letter-spacing: 1.8pt;"> </span>y<span style="letter-spacing: 1.2pt;"> </span>la<span style="letter-spacing: 1.25pt;"> </span>contabilidad,<span style="letter-spacing: 2.15pt;"> </span>la<span style="letter-spacing: 1.25pt;"> </span>producción<span style="letter-spacing: 2.05pt;"> </span>y<span style="letter-spacing: 1.2pt;"> </span>las<span style="letter-spacing: 1.35pt;"> </span>operaciones,<span style="letter-spacing: 2.2pt;"> </span>la<span style="letter-spacing: 1.25pt;"> </span>investigación<span style="letter-spacing: 2.2pt;"> </span>y<span style="letter-spacing: 1.2pt;"> </span>el<span style="letter-spacing: 1.25pt;"> </span>desarrollo<span style="letter-spacing: 1.95pt;"> </span>y<span style="letter-spacing: 1.2pt;"> </span>los <span style="letter-spacing: .1pt;">sistema</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: .1pt;">compu</span><span style="letter-spacing: -.05pt;">tarizado</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">informació</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">obtene</span>r<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">organización.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .1pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 28pt;"><b><i><span style="font-family: "Arial","sans-serif";">B. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.15pt;">La</span>s<span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.15pt;">etapa</span>s<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.15pt;">d</span>e<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.15pt;">l</span>a <span style="letter-spacing: -.15pt;">administració</span>n<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.15pt;">estratégica.</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.55pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">El<span style="letter-spacing: 1.7pt;"> </span>proceso<span style="letter-spacing: 2.2pt;"> </span>de<span style="letter-spacing: 1.75pt;"> </span>la<span style="letter-spacing: 1.7pt;"> </span>administración <span style="letter-spacing: .1pt;"> </span>estratégica<span style="letter-spacing: 2.45pt;"> </span>consta<span style="letter-spacing: 2.1pt;"> </span>de<span style="letter-spacing: 1.75pt;"> </span>tres<span style="letter-spacing: 1.85pt;"> </span>etapas:<span style="letter-spacing: 2.15pt;"> </span>formulación<span style="letter-spacing: 2.5pt;"> </span>de<span style="letter-spacing: 1.75pt;"> </span>la<span style="letter-spacing: 1.7pt;"> </span>estrategia,<span style="letter-spacing: 2.4pt;"> </span>implementación <span style="letter-spacing: .25pt;"> </span>y <span style="letter-spacing: -.2pt;">evaluación.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 5.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">1</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .25pt;">Formula</span>r<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">l</span>a<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">estrat</span><span style="letter-spacing: .35pt;">egia</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">formulació</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">estrategi</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">consist</span>e<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">elabora</span>r<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>, <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">detecta</span>r<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">oportunidade</span>s <span style="letter-spacing: .5pt;"> </span>y<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">las amenaza</span>s <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">externa</span>s <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>, <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">defini</span>r <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">fuerza</span>s <span style="letter-spacing: 1.65pt;"> </span>y <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">debilidades</span>, <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">establece</span>r <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: 1.8pt;"> </span>a <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">plazo, genera</span>r <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">alternati</span><span style="letter-spacing: -1.55pt;">v</span>as <span style="letter-spacing: 2.2pt;"> </span>y <span style="letter-spacing: 1.35pt;"> </span>elegir <span style="letter-spacing: 1.7pt;"> </span>las <span style="letter-spacing: 1.5pt;"> </span>estrategias <span style="letter-spacing: 2.2pt;"> </span>concretas <span style="letter-spacing: 2.05pt;"> </span>que <span style="letter-spacing: 1.55pt;"> </span>se <span style="letter-spacing: 1.45pt;"> </span>seguirán. <span style="letter-spacing: 2.05pt;"> </span>Algunos <span style="letter-spacing: 1.95pt;"> </span>aspectos <span style="letter-spacing: 2.0pt;"> </span>de <span style="letter-spacing: 1.45pt;"> </span>la <span style="letter-spacing: -.05pt;">formulació</span>n <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">consiste</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">decidi</span>r <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>é <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">nuevo</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>s <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">participar</span>á <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">cuále</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">abandonarán, </span>cómo asignar <span style="letter-spacing: .15pt;"> </span>recursos, <span style="letter-spacing: .35pt;"> </span>si<span style="letter-spacing: 2.3pt;"> </span>es<span style="letter-spacing: 2.4pt;"> </span>conveniente <span style="letter-spacing: .55pt;"> </span>extender <span style="letter-spacing: .3pt;"> </span>las<span style="letter-spacing: 2.4pt;"> </span>operaciones <span style="letter-spacing: .6pt;"> </span>o<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -2.25pt;">d</span><span style="letter-spacing: -.05pt;">iversificarse</span>,<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">s</span>i<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">aconsejabl</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">ingresa</span>r<span style="letter-spacing: 2.1pt;"> </span>a los <span style="letter-spacing: .25pt;"> </span>mercados <span style="letter-spacing: .85pt;"> </span>internacionales, <span style="letter-spacing: 1.35pt;"> </span>si <span style="letter-spacing: .15pt;"> </span>es <span style="letter-spacing: .2pt;"> </span>recomendable <span style="letter-spacing: 1.2pt;"> </span>fusionarse <span style="letter-spacing: .9pt;"> </span>o <span style="letter-spacing: .1pt;"> </span>constituir <span style="letter-spacing: .75pt;"> </span>una <span style="letter-spacing: .3pt;"> </span>empresa <span style="letter-spacing: .75pt;"> </span>de <span style="letter-spacing: .2pt;"> </span>riesgo <span style="letter-spacing: .5pt;"> </span>compartido <span style="letter-spacing: .95pt;"> </span>y <span style="letter-spacing: -.05pt;">cóm</span>o<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">evita</span>r<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">adquisició</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">hostil.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 1.15pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">Dad</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">o <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">ningun</span>a <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">cuent</span>a <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">recurso</span>s <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">ilimitados</span>, <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: -1.7pt;"> </span><span style="letter-spacing: -.05pt;">tratega</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">decidi</span>r <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>é <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">estrategias alternativa</span>s <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">benéfica</span>s <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>. <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">decisione</span>s <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">formula</span>r <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">estrategi</span>a <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">sujeta</span>n <span style="letter-spacing: 1.4pt;"> </span>a <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">la </span>organización <span style="letter-spacing: 1.35pt;"> </span>a <span style="letter-spacing: .35pt;"> </span>productos, <span style="letter-spacing: 1.15pt;"> </span>mercados, <span style="letter-spacing: 1.15pt;"> </span>recursos <span style="letter-spacing: 1.0pt;"> </span>y <span style="letter-spacing: .35pt;"> </span>tecnologías <span style="letter-spacing: 1.2pt;"> </span>específicos <span style="letter-spacing: 1.2pt;"> </span>durante <span style="letter-spacing: .9pt;"> </span>un <span style="letter-spacing: .45pt;"> </span>plazo <span style="letter-spacing: .7pt;"> </span>bastante <span style="letter-spacing: 1.0pt;"> </span>largo. <span style="letter-spacing: .7pt;"> </span>Las <span style="letter-spacing: -.15pt;">e</span>strategias <span style="letter-spacing: .05pt;"> </span>determinan <span style="letter-spacing: .05pt;"> </span>las<span style="letter-spacing: 1.95pt;"> </span>ventajas<span style="letter-spacing: 2.45pt;"> </span>competitivas <span style="letter-spacing: .15pt;"> </span>a<span style="letter-spacing: 1.85pt;"> </span>largo<span style="letter-spacing: 2.15pt;"> </span>plazo.<span style="letter-spacing: 2.25pt;"> </span>Para<span style="letter-spacing: 2.15pt;"> </span>bien<span style="letter-spacing: 2.1pt;"> </span>o<span style="letter-spacing: 1.85pt;"> </span>para<span style="letter-spacing: 2.1pt;"> </span>mal,<span style="letter-spacing: 2.1pt;"> </span>las<span style="letter-spacing: 1.95pt;"> </span>decisiones<span style="letter-spacing: 2.65pt;"> </span>estratégicas <span style="letter-spacing: -.05pt;">tiene</span>n<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">fuerte</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">repercusione</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>,<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">as</span>í<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">grande</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">consecuencia</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">diversa</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">funciones</span>.<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">Los gerente</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">quiene</span>s <span style="letter-spacing: -.05pt;">está</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">mejo</span>r<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">posició</span>n<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">entende</span>r <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">plenament</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">efecto</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">decisione</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">la formulación</span>;<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">tambié</span>n<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">tiene</span>n<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">autorida</span>d<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">compromete</span>r<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">recurso</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">necesita</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">implementación.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .2pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">2</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">Implementa</span>r<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">l</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">estrategia</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.55pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">Para <span style="letter-spacing: .4pt;"> </span>implementar <span style="letter-spacing: 1.05pt;"> </span>la <span style="letter-spacing: .15pt;"> </span>estrategia, <span style="letter-spacing: .9pt;"> </span>la <span style="letter-spacing: .15pt;"> </span>empresa<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e <span style="letter-spacing: -.05pt;">establece</span>r <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">anuales</span>, <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">idea</span>r <span style="letter-spacing: -.05pt;">políticas</span>, <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">motiva</span>r <span style="letter-spacing: .2pt;"> </span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">los empleado</span>s<span style="letter-spacing: 2.2pt;"> </span>y<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">asigna</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">recursos</span>,<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">ta</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">maner</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">permita</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">ejecuta</span>r<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">formuladas</span>.<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">implementación </span>de <span style="letter-spacing: .1pt;"> </span>una <span style="letter-spacing: .2pt;"> </span>estrategia <span style="letter-spacing: .75pt;"> </span>implica <span style="letter-spacing: .5pt;"> </span>desarrollar <span style="letter-spacing: .8pt;"> </span>una <span style="letter-spacing: .2pt;"> </span>cultura <span style="letter-spacing: .45pt;"> </span>que <span style="letter-spacing: .2pt;"> </span>sostenga <span style="letter-spacing: .65pt;"> </span>la <span style="letter-spacing: .05pt;"> </span>estrat<span style="letter-spacing: -.75pt;">e</span><span style="letter-spacing: -.05pt;">gia</span>,<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">crea</span>r<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">estructur</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">organizacional</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="WordSection4"> <div class="MsoNormal" style="line-height: 102%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.85pt; margin-top: 3.6pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;">eficaz,<span style="letter-spacing: 1.95pt;"> </span>modificar<span style="letter-spacing: 2.15pt;"> </span>las<span style="letter-spacing: 1.6pt;"> </span>actividades<span style="letter-spacing: 2.35pt;"> </span>de<span style="letter-spacing: 1.6pt;"> </span>la<span style="letter-spacing: 1.55pt;"> </span>comercialización, <span style="letter-spacing: .2pt;"> </span>preparar<span style="letter-spacing: 2.1pt;"> </span>presupuestos,<span style="letter-spacing: 2.55pt;"> </span>elaborar<span style="letter-spacing: 2.1pt;"> </span>sistemas<span style="letter-spacing: 2.15pt;"> </span>de<span style="letter-spacing: 1.6pt;"> </span>información<span style="letter-spacing: 2.35pt;"> </span>y <span style="letter-spacing: -.05pt;">usarlos</span>,<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">as</span>í<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">vincula</span>r<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">remuneració</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">resultado</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">organización.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.7pt; margin-top: 2.25pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Co</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">frecuenci</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">dic</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">implementació</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">estrategi</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">etap</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">activ</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: -.05pt;">estratégica. Implementa</span>r <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">signific</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">hace</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s <span style="letter-spacing: .15pt;"> </span>y<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">ponga</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">práctic</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">formuladas</span>. <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">La </span>etapa <span style="letter-spacing: .4pt;"> </span>de <span style="letter-spacing: .15pt;"> </span>implementación <span style="letter-spacing: 1.3pt;"> </span>se <span style="letter-spacing: .15pt;"> </span>suele<span style="letter-spacing: 2.25pt;"> </span>considerar <span style="letter-spacing: .05pt;"> </span>la<span style="letter-spacing: 1.95pt;"> </span>más<span style="letter-spacing: 2.15pt;"> </span>difícil<span style="letter-spacing: 2.2pt;"> </span>de<span style="letter-spacing: 2.0pt;"> </span>la<span style="letter-spacing: 1.95pt;"> </span>administración <span style="letter-spacing: .35pt;"> </span>estratégica <span style="letter-spacing: .1pt;"> </span>y<span style="letter-spacing: 1.9pt;"> </span>requiere<span style="letter-spacing: 2.5pt;"> </span>disciplina dedicación<span style="letter-spacing: 2.1pt;"> </span>y<span style="letter-spacing: 1.3pt;"> </span>sacrificio<span style="letter-spacing: 1.95pt;"> </span>personales.<span style="letter-spacing: 2.2pt;"> </span>El<span style="letter-spacing: 1.35pt;"> </span>éxito<span style="letter-spacing: 1.6pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>la<span style="letter-spacing: 1.35pt;"> </span>aplicación<span style="letter-spacing: 2.05pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>la<span style="letter-spacing: 1.35pt;"> </span>estrategia<span style="letter-spacing: 2.05pt;"> </span>radica<span style="letter-spacing: 1.7pt;"> </span>en<span style="letter-spacing: 1.4pt;"> </span>la<span style="letter-spacing: 1.35pt;"> </span>capacidad<span style="letter-spacing: 2.05pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>los<span style="letter-spacing: 1.45pt;"> </span>gerentes para<span style="letter-spacing: 2.2pt;"> </span>motivar<span style="letter-spacing: 2.45pt;"> </span>a<span style="letter-spacing: 1.95pt;"> </span>los<span style="letter-spacing: 2.05pt;"> </span>empleados, <span style="letter-spacing: .2pt;"> </span>que<span style="letter-spacing: 2.15pt;"> </span>es<span style="letter-spacing: 2.05pt;"> </span>más<span style="letter-spacing: 2.2pt;"> </span>un<span style="letter-spacing: 2.05pt;"> </span>arte<span style="letter-spacing: 2.15pt;"> </span>que<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -2.25pt;">u</span><span style="letter-spacing: -.05pt;">n</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">ciencia</span>.<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">N</span>o<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">tien</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">sentid</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">algun</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">formula</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">estrategias par</span>a<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">implementarlas.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.2pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">capacida</span>d <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">relacionars</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">otro</span>s <span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">sumament</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">important</span>e <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">pode</span>r <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">lleva</span>r <span style="letter-spacing: .05pt;"> </span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">cab</span>o <span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>. <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">Las actividade</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">implementació</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">estrategi</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">afecta</span>n<span style="letter-spacing: 1.95pt;"> </span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">todo</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s<span style="letter-spacing: 1.85pt;"> </span>y<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>.<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">Cada un</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">divisione</span>s <span style="letter-spacing: .3pt;"> </span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">departamento</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">tendr</span>á<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">decidi</span>r <span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">respuest</span>a <span style="letter-spacing: .3pt;"> </span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">pregunta</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">"¿qu</span>é<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">debemo</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">hacer par</span>a <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">pone</span>r <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">práctic</span>a <span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">part</span>e <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">estrategi</span>a <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">no</span>s <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">corresponde?"</span>. <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">ret</span>o <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">la implementació</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">consist</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">estimula</span>r<span style="letter-spacing: 2.2pt;"> </span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 2.15pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s<span style="letter-spacing: 2.35pt;"> </span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o<span style="letter-spacing: 1.85pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">anch</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">que </span>trabajen<span style="letter-spacing: 1.05pt;"> </span>con<span style="letter-spacing: .65pt;"> </span>orgullo<span style="letter-spacing: .9pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>entusiasmo<span style="letter-spacing: 1.3pt;"> </span>a<span style="letter-spacing: .45pt;"> </span>efecto<span style="letter-spacing: .85pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>alcanzar<span style="letter-spacing: 1.05pt;"> </span>los<span style="letter-spacing: .6pt;"> </span>objetivos<span style="letter-spacing: 1.1pt;"> </span>establecidos.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .05pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 45.5pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">3</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">Evalua</span>r<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">l</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">estrategia</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.5pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">La <span style="letter-spacing: .15pt;"> </span>última <span style="letter-spacing: .45pt;"> </span>etapa <span style="letter-spacing: .4pt;"> </span>de <span style="letter-spacing: .15pt;"> </span>la <span style="letter-spacing: .1pt;"> </span>administración <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">evaluació</span>n <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>. <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">definitivamente debe</span>n <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">sabe</span>r <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">cuánd</span>o <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">está</span>n <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">funcionand</span>o <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">bie</span>n <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">determinada</span>s <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">estrategias</span>; <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">evaluació</span>n <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">estrategi</span>a <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">el medi</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">fundamenta</span>l <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">obtene</span>r<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">est</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">información</span>. <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">Toda</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -1.55pt;">s</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">modifica</span>n<span style="letter-spacing: 1.75pt;"> </span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">futuro</span>,<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">porqu</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">factores interno</span>s <span style="letter-spacing: .25pt;"> </span>y<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">externo</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">cambia</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">permanentemente</span>. <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">tre</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">fundamentale</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">son (1</span>)<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">Revisió</span>n <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">factore</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">interno</span>s <span style="letter-spacing: .4pt;"> </span>y<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">externo</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: -.05pt;">so</span>n <span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">bas</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">presentes</span>, <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">(2</span>)<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">Medici</span><span style="letter-spacing: -.1pt;">ó</span>n<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">del </span><span style="letter-spacing: -.05pt;">desempeñ</span>o<span style="letter-spacing: 2.3pt;"> </span>y<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">(3</span>)<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">Aplicació</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">accione</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">correctivas</span>.<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">E</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">precis</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">porqu</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">¡e</span>l<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">ho</span>y<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">no garantiz</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">mañana</span>! <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">siempr</span>e<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">cre</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">problema</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">nuevo</span>s<span style="letter-spacing: 2.55pt;"> </span>y<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">diferentes</span>, <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">decir</span>,<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">organizaciones </span><span style="letter-spacing: .05pt;">complaciente</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .05pt;">cae</span>n<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: .05pt;">e</span>n<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.7pt;">d</span><span style="letter-spacing: -.05pt;">ecadencia.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 107%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 1.2pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt; line-height: 107%;">La</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 107%;">s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">actividade</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">formular</span>, <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">implementa</span>r <span style="letter-spacing: .5pt;"> </span>y<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">evalua</span>r <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">estrategia</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">s</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">presenta</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">tre</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">nivele</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.1pt;">jerarquí</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">de </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">grande</span>:<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">corporativo</span>, <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">unidade</span>s <span style="letter-spacing: -.05pt;">estratégica</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>s o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">divisione</span>s <span style="letter-spacing: .1pt;"> </span>y<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">las funciones</span>. <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">admi</span>nistración <span style="letter-spacing: 1.2pt;"> </span>estratégica <span style="letter-spacing: .95pt;"> </span>propicia <span style="letter-spacing: .65pt;"> </span>la <span style="letter-spacing: .15pt;"> </span>comunicación <span style="letter-spacing: 1.15pt;"> </span>y <span style="letter-spacing: .1pt;"> </span>la <span style="letter-spacing: .15pt;"> </span>interacción <span style="letter-spacing: .9pt;"> </span>de <span style="letter-spacing: .2pt;"> </span>gerentes <span style="letter-spacing: .75pt;"> </span>y <span style="letter-spacing: .1pt;"> </span>empleados <span style="letter-spacing: .95pt;"> </span>de <span style="letter-spacing: -.05pt;">todo</span>s<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">nivele</span>s<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">jerarquí</span>a<span style="letter-spacing: 1.05pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">ayud</span>a<span style="letter-spacing: .8pt;"> </span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a<span style="letter-spacing: 1.05pt;"> </span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">funciona</span>r<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">equip</span>o<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">competitivo.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.5pt; margin-top: 1.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">La <span style="letter-spacing: .4pt;"> </span>mayor <span style="letter-spacing: .75pt;"> </span>parte <span style="letter-spacing: .65pt;"> </span>de <span style="letter-spacing: .4pt;"> </span>los <span style="letter-spacing: .45pt;"> </span>negocios <span style="letter-spacing: .95pt;"> </span>pequeños, <span style="letter-spacing: 1.1pt;"> </span>así <span style="letter-spacing: .45pt;"> </span>como <span style="letter-spacing: .65pt;"> </span>algunos <span style="letter-spacing: .85pt;"> </span>grandes, <span style="letter-spacing: .95pt;"> </span>no <span style="letter-spacing: .4pt;"> </span>c<span style="letter-spacing: -.75pt;">u</span><span style="letter-spacing: -.05pt;">enta</span>n <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">divisione</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">n</span>i<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">unidades </span>estratégicas<span style="letter-spacing: 2.0pt;"> </span>de<span style="letter-spacing: 1.2pt;"> </span>negocios;<span style="letter-spacing: 1.8pt;"> </span>sólo<span style="letter-spacing: 1.35pt;"> </span>cuentan<span style="letter-spacing: 1.7pt;"> </span>con<span style="letter-spacing: 1.3pt;"> </span>el<span style="letter-spacing: 1.15pt;"> </span>nivel<span style="letter-spacing: 1.4pt;"> </span>corporativo<span style="letter-spacing: 1.95pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span>el<span style="letter-spacing: 1.15pt;"> </span>de<span style="letter-spacing: 1.2pt;"> </span>las<span style="letter-spacing: 1.25pt;"> </span>funciones.<span style="letter-spacing: 1.85pt;"> </span>No<span style="letter-spacing: 1.25pt;"> </span>obstante,<span style="letter-spacing: 1.8pt;"> </span>los<span style="letter-spacing: 1.25pt;"> </span>empleados<span style="letter-spacing: 1.95pt;"> </span>y <span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">esto</span>s<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">do</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">nivele</span>s<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">toma</span>r<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">part</span>e<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">activ</span>a<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">estratégica.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.5pt; margin-top: 1.9pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Pete</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">Drucke</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">afirm</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">tare</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">primordia</span>l<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">consist</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">repasa</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">global d</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>: <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">decir</span>, <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">formula</span>r <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">pregunt</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">"¿</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>é <span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">dedic</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">nuestr</span>o <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">negocio?"</span>. <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">Ést</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">Ilev</span>a <span style="letter-spacing: .1pt;"> </span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">establecer objetivos</span>, <span style="letter-spacing: .7pt;"> </span>a <span style="letter-spacing: -.05pt;">desarrolla</span>r <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .1pt;"> </span>y<span style="letter-spacing: 1.9pt;"> </span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">toma</span>r<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">decisione</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">ho</span>y<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">resultado</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">mañana</span>.<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">E</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">evident</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">la </span><span style="letter-spacing: -.1pt;">encargad</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">hace</span>r<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">est</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">e</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.1pt;">part</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.1pt;">organizació</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">pued</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">ve</span>r<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.1pt;">e</span>l<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.1pt;">negoci</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">entero</span>,<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">qu</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">pued</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">equilibra</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">los </span>objetivos<span style="letter-spacing: 2.4pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span>las<span style="letter-spacing: 1.85pt;"> </span>necesidades <span style="letter-spacing: .05pt;"> </span>de<span style="letter-spacing: 1.85pt;"> </span>hoy<span style="letter-spacing: 1.95pt;"> </span>con<span style="letter-spacing: 1.95pt;"> </span>las<span style="letter-spacing: 1.85pt;"> </span>necesidades <span style="letter-spacing: .05pt;"> </span>de<span style="letter-spacing: 1.85pt;"> </span>mañ<span style="letter-spacing: -.05pt;">an</span>a<span style="letter-spacing: 1.7pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">asigna</span>r<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">recurso</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">humano</span>s<span style="letter-spacing: 1.8pt;"> </span>y <span style="letter-spacing: -.05pt;">monetario</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">necesario</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">consegui</span>r<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">resultado</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">clave.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .05pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 27.5pt;"><b><i><span style="font-family: "Arial","sans-serif";">C. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.15pt;">Integra</span>r<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.15pt;">l</span>a <span style="letter-spacing: -.15pt;">intuició</span>n<span style="letter-spacing: .7pt;"> </span>y<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: -.15pt;">e</span>l <span style="letter-spacing: -.15pt;">análisis</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 104%;">Cab</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 104%;">e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">describi</span>r <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">proces</span>o <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">enfoqu</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">sistemático</span>, <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">lógic</span>o <span style="letter-spacing: .2pt;"> </span>y<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">objetiv</span>o <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">para </span><span style="letter-spacing: .45pt;">toma</span>r <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -2.55pt;">d</span>ecisiones <span style="letter-spacing: .45pt;"> </span>importantes <span style="letter-spacing: .55pt;"> </span>en<span style="letter-spacing: 2.4pt;"> </span>una<span style="letter-spacing: 2.5pt;"> </span>organización. <span style="letter-spacing: .7pt;"> </span>El<span style="letter-spacing: 2.35pt;"> </span>proceso <span style="letter-spacing: .25pt;"> </span>de<span style="letter-spacing: 2.4pt;"> </span>administración <span style="letter-spacing: .75pt;"> </span>estratégica <span style="letter-spacing: .5pt;"> </span>trata<span style="letter-spacing: 2.55pt;"> </span>de<span style="letter-spacing: 2.4pt;"> </span>ordenar <span style="letter-spacing: .2pt;"> </span>la <span style="letter-spacing: -.05pt;">informació</span>n <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">cualitativ</span>a <span style="letter-spacing: 1.75pt;"> </span>y <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">cuantitativ</span>a <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">ta</span>l <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">maner</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">pueda</span>n <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">toma</span>r <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">decisione</span>s <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">eficace</span>s <span style="letter-spacing: 1.6pt;"> </span>a <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">pesa</span>r <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">la </span>incertidumbre <span style="letter-spacing: .4pt;"> </span>de<span style="letter-spacing: 2.1pt;"> </span>la<span style="letter-spacing: 2.05pt;"> </span>situación. <span style="letter-spacing: .05pt;"> </span>Sin<span style="letter-spacing: 2.15pt;"> </span>embargo, <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -1.5pt;">l</span>a<span style="letter-spacing: 1.7pt;"> </span>administración <span style="letter-spacing: .1pt;"> </span>estratégica<span style="letter-spacing: 2.45pt;"> </span>no<span style="letter-spacing: 1.75pt;"> </span>es<span style="letter-spacing: 1.75pt;"> </span>una<span style="letter-spacing: 1.85pt;"> </span>ciencia<span style="letter-spacing: 2.1pt;"> </span>exacta<span style="letter-spacing: 2.1pt;"> </span>que<span style="letter-spacing: 1.85pt;"> </span>se<span style="letter-spacing: 1.75pt;"> </span>pueda sujetar<span style="letter-spacing: .9pt;"> </span>con<span style="letter-spacing: .65pt;"> </span>claridad<span style="letter-spacing: 1.0pt;"> </span>a<span style="letter-spacing: .45pt;"> </span>los<span style="letter-spacing: .6pt;"> </span>pasos<span style="letter-spacing: .85pt;"> </span>del<span style="letter-spacing: .6pt;"> </span>método<span style="letter-spacing: 1.0pt;"> </span>científico.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 2.1pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">La<span style="letter-spacing: 2.45pt;"> </span>intuición, <span style="letter-spacing: .35pt;"> </span>basada <span style="letter-spacing: .2pt;"> </span>en<span style="letter-spacing: 2.45pt;"> </span>las<span style="letter-spacing: 2.45pt;"> </span>experiencias, <span style="letter-spacing: .7pt;"> </span>los<span style="letter-spacing: 2.45pt;"> </span>juicios <span style="letter-spacing: .15pt;"> </span>y<span style="letter-spacing: 2.35pt;"> </span>las<span style="letter-spacing: 2.45pt;"> </span>sensaciones <span style="letter-spacing: .65pt;"> </span>del<span style="letter-spacing: 2.5pt;"> </span>pasado, <span style="letter-spacing: .3pt;"> </span>resulta <span style="letter-spacing: .15pt;"> </span>esencial <span style="letter-spacing: .3pt;"> </span>para<span style="letter-spacing: 2.6pt;"> </span>tomar <span style="letter-spacing: .05pt;">decisione</span>s <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: .05pt;">estratégic</span>as <span style="letter-spacing: 1.0pt;"> </span>acertadas. <span style="letter-spacing: .9pt;"> </span>La <span style="letter-spacing: .2pt;"> </span>intuición <span style="letter-spacing: .7pt;"> </span>es <span style="letter-spacing: .2pt;"> </span>particularmente <span style="letter-spacing: 1.3pt;"> </span>útil <span style="letter-spacing: .25pt;"> </span>para <span style="letter-spacing: .4pt;"> </span>tomar <span style="letter-spacing: .5pt;"> </span>decisiones <span style="letter-spacing: .9pt;"> </span>en <span style="letter-spacing: .2pt;"> </span>situaciones <span style="letter-spacing: .95pt;"> </span>de <span style="letter-spacing: -.05pt;">gra</span>n <span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">incertidumbr</span>e <span style="letter-spacing: .75pt;"> </span>o <span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">escaso</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">antecedentes</span>. <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">Además</span>, <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">tambié</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">ayud</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">presenta</span>n <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">variable</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">muy interrelacionadas</span>, <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">exist</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">enorm</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">presió</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">comet</span><span style="letter-spacing: -.8pt;">e</span>r<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.1pt;">u</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">erro</span>r<span style="letter-spacing: 1.8pt;"> </span>o<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">cuand</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">e</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">precis</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">elegi</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.1pt;">de </span>varias<span style="letter-spacing: .85pt;"> </span>alternativas<span style="letter-spacing: 1.3pt;"> </span>plausibles.<span style="letter-spacing: 1.25pt;"> </span>Estas<span style="letter-spacing: .8pt;"> </span>situaciones<span style="letter-spacing: 1.3pt;"> </span>describen<span style="letter-spacing: 1.15pt;"> </span>el<span style="letter-spacing: .5pt;"> </span>fondo<span style="letter-spacing: .8pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>esencia<span style="letter-spacing: 1.0pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>administración<span style="letter-spacing: 1.55pt;"> </span>estratégica. <span style="letter-spacing: -.1pt;">Alguno</span>s <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">gerente</span>s <span style="letter-spacing: 2.25pt;"> </span>y <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.1pt;">dueño</span>s <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">negocio</span>s <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">dice</span>n <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">tene</span>r <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">un</span>a <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">capacida</span>d <span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">extraordinari</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">inventa</span>r <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.1pt;">e</span>s<span style="letter-spacing: -1.75pt;"> </span>trategias <span style="letter-spacing: -.05pt;">brillante</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">sól</span>o<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">bas</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">intuición</span>. <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">ejemplo</span>, <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">Wil</span>l<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">Durant</span>, <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">organiz</span>ó <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">Genera</span>l <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">Motor</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">Corporation</span>, <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">fue </span>descrito<span style="letter-spacing: 2.05pt;"> </span>por<span style="letter-spacing: 1.65pt;"> </span>Alfred<span style="letter-spacing: 1.9pt;"> </span>Sloan<span style="letter-spacing: 1.85pt;"> </span>con<span style="letter-spacing: 1.7pt;"> </span>las<span style="letter-spacing: 1.6pt;"> </span>siguientes<span style="letter-spacing: 2.25pt;"> </span>palabras:<span style="letter-spacing: 2.15pt;"> </span>"Hasta<span style="letter-spacing: 1.95pt;"> </span>donde<span style="letter-spacing: 1.9pt;"> </span>tengo<span style="letter-spacing: 1.85pt;"> </span>conocimiento,<span style="letter-spacing: 2.55pt;"> </span>este<span style="letter-spacing: 1.75pt;"> </span>señor<span style="letter-spacing: 1.85pt;"> </span>emprendía<span style="letter-spacing: 2.3pt;"> </span>un <span style="letter-spacing: -.05pt;">curs</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">acció</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">guiá</span>n<span style="letter-spacing: -.05pt;">dos</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">ta</span>n<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">sól</span>o<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">destell</span>o<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">brillant</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">intuición</span>.<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">Jamá</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">sinti</span>ó<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">obligació</span>n<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">emprender </span>una<span style="letter-spacing: 1.85pt;"> </span>verdadera<span style="letter-spacing: 2.4pt;"> </span>cacería<span style="letter-spacing: 2.15pt;"> </span>de<span style="letter-spacing: 1.75pt;"> </span>datos.<span style="letter-spacing: 2.05pt;"> </span>Sin<span style="letter-spacing: 1.8pt;"> </span>embargo,<span style="letter-spacing: 2.35pt;"> </span>en<span style="letter-spacing: 1.75pt;"> </span>ocasiones,<span style="letter-spacing: 2.45pt;"> </span>sus<span style="letter-spacing: 1.85pt;"> </span>juicios<span style="letter-spacing: 2.05pt;"> </span>eran<span style="letter-spacing: 1.9pt;"> </span>asombrosamente <span style="letter-spacing: .35pt;"> </span>acertados".<span style="letter-spacing: 2.5pt;"> </span>Albert Einstein<span style="letter-spacing: 1.75pt;"> </span>reconoció<span style="letter-spacing: 1.9pt;"> </span>la<span style="letter-spacing: 1.25pt;"> </span>importancia<span style="letter-spacing: 2.1pt;"> </span>de<span style="letter-spacing: 1.3pt;"> </span>la<span style="letter-spacing: 1.25pt;"> </span>intuición<span style="letter-spacing: 1.4pt;"> </span>cuando<span style="letter-spacing: 1.3pt;"> </span>dijo:<span style="letter-spacing: 1.05pt;"> </span>"Creo<span style="letter-spacing: 1.2pt;"> </span>en<span style="letter-spacing: .9pt;"> </span>la<span style="letter-spacing: .85pt;"> </span>intuición<span style="letter-spacing: 1.4pt;"> </span>y<span style="letter-spacing: .8pt;"> </span>en<span style="letter-spacing: .9pt;"> </span>la<span style="letter-spacing: .85pt;"> </span>inspiración.<span style="letter-spacing: 1.65pt;"> </span>En<span style="letter-spacing: .95pt;"> </span>ocasiones, <span style="letter-spacing: -.05pt;">esto</span>y <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">segur</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">tene</span>r <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">razón</span>, <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">au</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">cuand</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">desconozc</span>o <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">motivo</span>. <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">imaginació</span>n <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">important</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">el </span>conocimiento,<span style="letter-spacing: 1.5pt;"> </span>porque<span style="letter-spacing: .95pt;"> </span>el<span style="letter-spacing: .5pt;"> </span>conocimiento<span style="letter-spacing: 1.45pt;"> </span>es<span style="letter-spacing: .55pt;"> </span>ilimitado,<span style="letter-spacing: 1.1pt;"> </span>mientras<span style="letter-spacing: 1.1pt;"> </span>que<span style="letter-spacing: .65pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>imaginación<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.75pt;">a</span><span style="letter-spacing: -.05pt;">barc</span>a<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">mund</span>o<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">entero.”</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 102%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.9pt; margin-top: 1.85pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.1pt; line-height: 102%;">Aunqu</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;">e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">alguna</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">organizacione</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">puede</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">sobrevivi</span>r<span style="letter-spacing: 2.6pt;"> </span>y<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">prospera</span>r<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.1pt;">ho</span>y<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">porqu</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">la</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">dirige</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">genio</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.1pt;">intuitivos</span>,<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">mayoría </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">ta</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">afortunada</span>.<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">mayo</span>r<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">part</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">beneficia</span>r<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">estratégica,</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="WordSection5"> <div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.95pt; margin-top: 3.6pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .45pt; line-height: 105%;">qu</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">e <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -1.8pt;">i</span><span style="letter-spacing: -.05pt;">ntegr</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">intuició</span>n<span style="letter-spacing: 2.4pt;"> </span>y<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">análisi</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">toma</span>r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">decisiones</span>. <span style="letter-spacing: -.05pt;">Elegi</span>r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">enfoqu</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">intuitiv</span>o<span style="letter-spacing: 2.35pt;"> </span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">un</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">analític</span>o<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">tomar decisione</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">proposició</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">disyuntiva</span>.<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">gerente</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">todo</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">nivele</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">inyectar </span><span style="letter-spacing: .05pt;">s</span>u<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: .05pt;">intuició</span>n<span style="letter-spacing: 2.35pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">criteri</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: .05pt;">e</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: .05pt;">lo</span>s <span style="letter-spacing: .75pt;"> </span>análisis<span style="letter-spacing: 1.85pt;"> </span>de<span style="letter-spacing: 1.4pt;"> </span>la<span style="letter-spacing: 1.35pt;"> </span>administración<span style="letter-spacing: 2.4pt;"> </span>estratégica.<span style="letter-spacing: 2.2pt;"> </span>El<span style="letter-spacing: 1.35pt;"> </span>razonamiento<span style="letter-spacing: 2.35pt;"> </span>analítico<span style="letter-spacing: 1.9pt;"> </span>y<span style="letter-spacing: 1.3pt;"> </span>el<span style="letter-spacing: 1.35pt;"> </span>razonamiento <span style="letter-spacing: -.05pt;">intuitiv</span>o<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">complementan.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 1.25pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">El<span style="letter-spacing: 1.6pt;"> </span>"yo<span style="letter-spacing: 1.7pt;"> </span>ya<span style="letter-spacing: 1.65pt;"> </span>decidí,<span style="letter-spacing: 2.0pt;"> </span>así<span style="letter-spacing: 1.7pt;"> </span>que<span style="letter-spacing: 1.75pt;"> </span>no<span style="letter-spacing: 1.65pt;"> </span>me<span style="letter-spacing: 1.7pt;"> </span>moleste<span style="letter-spacing: 2.1pt;"> </span>con<span style="letter-spacing: 1.75pt;"> </span>más<span style="letter-spacing: 1.8pt;"> </span>datos"<span style="letter-spacing: 1.95pt;"> </span>no<span style="letter-spacing: 1.65pt;"> </span>es<span style="letter-spacing: 1.65pt;"> </span>administrar<span style="letter-spacing: 2.35pt;"> </span>en<span style="letter-spacing: 1.65pt;"> </span>forma<span style="letter-spacing: 1.9pt;"> </span>intuitiva,<span style="letter-spacing: 2.15pt;"> </span>sino<span style="letter-spacing: 1.8pt;"> </span>administrar<span style="letter-spacing: 2.35pt;"> </span>en <span style="letter-spacing: -.05pt;">form</span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">ignorante</span>. <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">Drucke</span>r <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">dic</span><span style="letter-spacing: -.8pt;">e</span>: <span style="letter-spacing: .1pt;"> </span>"Creo <span style="letter-spacing: .15pt;"> </span>en<span style="letter-spacing: 2.5pt;"> </span>la<span style="letter-spacing: 2.45pt;"> </span>intuición <span style="letter-spacing: .35pt;"> </span>sólo<span style="letter-spacing: 2.65pt;"> </span>si<span style="letter-spacing: 2.4pt;"> </span>se<span style="letter-spacing: 2.5pt;"> </span>disciplina. <span style="letter-spacing: .5pt;"> </span>Los<span style="letter-spacing: 2.6pt;"> </span>artistas <span style="letter-spacing: .25pt;"> </span>de<span style="letter-spacing: 2.5pt;"> </span>las<span style="letter-spacing: 2.5pt;"> </span>corazonadas, <span style="letter-spacing: .8pt;"> </span>que <span style="letter-spacing: -.05pt;">hace</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">diagnóstic</span>o <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">per</span>o<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">corrobora</span>n <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">hechos</span>, <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">camp</span>o<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">medicina</span>, <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">mata</span>n<span style="letter-spacing: 2.55pt;"> </span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">las </span>personas; <span style="letter-spacing: 1.6pt;"> </span>y <span style="letter-spacing: .85pt;"> </span>en <span style="letter-spacing: .95pt;"> </span>el <span style="letter-spacing: .9pt;"> </span>de <span style="letter-spacing: .95pt;"> </span>la <span style="letter-spacing: .9pt;"> </span>administración, <span style="letter-spacing: 2.05pt;"> </span>matan <span style="letter-spacing: 1.3pt;"> </span>negocios." <span style="letter-spacing: 1.65pt;"> </span>En <span style="letter-spacing: 1.0pt;"> </span>ciert<span style="letter-spacing: -1.5pt;"> </span>o <span style="letter-spacing: .7pt;"> </span>sentido, <span style="letter-spacing: 1.25pt;"> </span>el <span style="letter-spacing: .75pt;"> </span>proceso <span style="letter-spacing: 1.3pt;"> </span>de <span style="letter-spacing: .8pt;"> </span>la <span style="letter-spacing: .75pt;"> </span>administración <span style="letter-spacing: -.05pt;">estratégic</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">intent</span>o<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">imita</span>r<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">ocurr</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">ment</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">person</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">brillant</span>e<span style="letter-spacing: 2.6pt;"> </span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">intuitiv</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">conoc</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">el </span>negocio.<span style="letter-spacing: 1.95pt;"> </span>El<span style="letter-spacing: 1.4pt;"> </span>éxito<span style="letter-spacing: 1.65pt;"> </span>de<span style="letter-spacing: 1.45pt;"> </span>la<span style="letter-spacing: 1.4pt;"> </span>administración<span style="letter-spacing: 2.45pt;"> </span>estratégica<span style="letter-spacing: 2.2pt;"> </span>depende<span style="letter-spacing: 2.0pt;"> </span>de<span style="letter-spacing: 1.45pt;"> </span>la<span style="letter-spacing: 1.4pt;"> </span>integración<span style="letter-spacing: 2.2pt;"> </span>adecuada<span style="letter-spacing: 2.1pt;"> </span>de<span style="letter-spacing: 1.45pt;"> </span>la<span style="letter-spacing: 1.4pt;"> </span>intuic<span style="letter-spacing: -.05pt;">i</span><span style="letter-spacing: .05pt;">ón</span>,<span style="letter-spacing: 1.75pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: .05pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: .05pt;">análisis, </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">dic</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">Henderson</span>: <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">Hoy</span>,<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">acelerad</span>o <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">ritm</span>o<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">cambio</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">produc</span>e<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">mund</span>o<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">empresaria</span>l <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">dond</span>e<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">hábitos gerenciale</span>s <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">organizaciones</span>, <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n <span style="letter-spacing: -.05pt;">cad</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">ve</span>z<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">mi</span>s<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">inadecuados</span>. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">experienci</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">sol</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">er</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: -.05pt;">guí</span>a <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">apropiada </span><span style="letter-spacing: .05pt;">cuand</span>o<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: .05pt;">lo</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: .05pt;">cambio</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .05pt;">s</span>e <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">llevaba</span>n<span style="letter-spacing: 2.1pt;"> </span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">cab</span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">form</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">gradual</span>.<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">Si</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">embargo</span>,<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">filosofía</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">administrativa</span>s <span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">bas</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">en </span>la <span style="letter-spacing: 2.15pt;"> </span>intuición <span style="letter-spacing: .05pt;"> </span>y <span style="letter-spacing: 2.1pt;"> </span>experiencia <span style="letter-spacing: .3pt;"> </span>resultan <span style="letter-spacing: .05pt;"> </span>del <span style="letter-spacing: 2.25pt;"> </span>todo <span style="letter-spacing: 2.35pt;"> </span>inadecuadas <span style="letter-spacing: .45pt;"> </span>cuando <span style="letter-spacing: 2.6pt;"> </span>las <span style="letter-spacing: 2.2pt;"> </span>decisiones <span style="letter-spacing: .25pt;"> </span>son <span style="letter-spacing: 2.3pt;"> </span>estratégicas <span style="letter-spacing: .35pt;"> </span>y <span style="letter-spacing: 2.1pt;"> </span>tienen <span style="letter-spacing: -.05pt;">consecuencia</span>s<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">enorme</span>s<span style="letter-spacing: 1.1pt;"> </span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">irreversibles.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .05pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 28pt;"><b><i><span style="font-family: "Arial","sans-serif";">D. <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.1pt;">Adaptars</span>e<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">a</span>l<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.1pt;">cambio</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .15pt; line-height: 105%;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">l <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">proces</span>o <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">part</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">supuest</span>o <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">esta</span>r <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">siempre </span>atentas <span style="letter-spacing: 1.15pt;"> </span>a <span style="letter-spacing: .65pt;"> </span>las <span style="letter-spacing: .8pt;"> </span>tendencias <span style="letter-spacing: 1.45pt;"> </span>y <span style="letter-spacing: .65pt;"> </span>a <span style="letter-spacing: .65pt;"> </span>los <span style="letter-spacing: .8pt;"> </span>hechos <span style="letter-spacing: 1.15pt;"> </span>internos <span style="letter-spacing: 1.2pt;"> </span>y <span style="letter-spacing: .65pt;"> </span>externos, <span style="letter-spacing: 1.35pt;"> </span>de <span style="letter-spacing: .75pt;"> </span>tal <span style="letter-spacing: .75pt;"> </span>manera <span style="letter-spacing: 1.2pt;"> </span>que <span style="letter-spacing: .85pt;"> </span>se <span style="letter-spacing: .75pt;"> </span>puedan <span style="letter-spacing: 1.2pt;"> </span>hacer <span style="letter-spacing: 1.0pt;"> </span>cambios oportunos <span style="letter-spacing: .1pt;"> </span>conforme <span style="letter-spacing: .05pt;"> </span>se<span style="letter-spacing: 2.1pt;"> </span>necesiten. <span style="letter-spacing: .1pt;"> </span>El<span style="letter-spacing: 2.05pt;"> </span>ritmo<span style="letter-spacing: 2.3pt;"> </span>y<span style="letter-spacing: 2.0pt;"> </span>la<span style="letter-spacing: 1.75pt;"> </span>magnitud<span style="letter-spacing: 2.35pt;"> </span>de<span style="letter-spacing: 1.8pt;"> </span>los<span style="letter-spacing: 1.8pt;"> </span>cambios<span style="letter-spacing: 2.3pt;"> </span>que<span style="letter-spacing: 1.9pt;"> </span>afectan<span style="letter-spacing: 2.2pt;"> </span>a<span style="letter-spacing: 1.7pt;"> </span>las<span style="letter-spacing: 1.8pt;"> </span>organizaciones <span style="letter-spacing: .25pt;"> </span>están <span style="letter-spacing: -.05pt;">aumentand</span>o <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">maner</span>a <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">considerable</span>. <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">ejemplo</span>, <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">piens</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">computadora</span>s <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">portátiles</span>, <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">faxe</span>s <span style="letter-spacing: .2pt;"> </span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">color</span>, <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">el corre</span>o <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">voz</span>, <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">anticuerpo</span>s <span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">monoclónicos</span>, <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">obr</span>a <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">túne</span>l <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">Cana</span>l <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">Man</span>c<span style="letter-spacing: -1.5pt;"> </span><span style="letter-spacing: -.05pt;">ha</span>, <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">aument</span>o <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">las expectativa</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">vid</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">población</span>,<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">desmoronamient</span>o <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">Unió</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">Soviética</span>,<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">colaps</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">potencia</span>l<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">gobierno dirigid</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">Yeltsi</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">Rusia</span>,<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">anexió</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">Hon</span>g<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">Kon</span>g<span style="letter-spacing: 2.0pt;"> </span>y<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">unificació</span>n<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">Europ</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">Occidental</span>.<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">Par</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">sobrevivir</span>,<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">las </span><span style="letter-spacing: -.2pt;">organ</span>izaciones <span style="letter-spacing: 1.3pt;"> </span>deben <span style="letter-spacing: .55pt;"> </span>ser <span style="letter-spacing: .25pt;"> </span>capaces <span style="letter-spacing: .7pt;"> </span>de <span style="letter-spacing: .2pt;"> </span>detectar <span style="letter-spacing: .7pt;"> </span>los <span style="letter-spacing: .25pt;"> </span>cambios <span style="letter-spacing: .7pt;"> </span>con <span style="letter-spacing: .3pt;"> </span>astucia <span style="letter-spacing: .6pt;"> </span>y <span style="letter-spacing: .1pt;"> </span>adaptarse <span style="letter-spacing: .85pt;"> </span>a <span style="letter-spacing: .1pt;"> </span>ellos. <span style="letter-spacing: .45pt;"> </span>El <span style="letter-spacing: .15pt;"> </span>proceso <span style="letter-spacing: .7pt;"> </span>de <span style="letter-spacing: .2pt;"> </span>la <span style="letter-spacing: -.05pt;">administració</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">busc</span>a<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">pueda</span>n<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">adapta</span>r<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">eficazment</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">cambi</span>o<span style="letter-spacing: .95pt;"> </span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">plazo.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 107%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.5pt; margin-top: 1.25pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 107%;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 107%;">n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">ambient</span>e<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">empresaria</span>l <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">contemporáne</span>o <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .05pt;">únic</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: .05pt;">constante</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: .05pt;">e</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">e</span>l<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: .05pt;">cambio</span>,<span style="letter-spacing: 2.2pt;"> </span>y<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: .05pt;">l</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: .05pt;">e</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">ma</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: .05pt;">qu</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: .05pt;">nunc</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .05pt;">antes</span>.<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: .05pt;">Las </span><span style="letter-spacing: -.05pt;">organizacione</span>s <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">triunfadora</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">maneja</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">bie</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">cambio</span>,<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">adaptand</span>o <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">form</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">constant</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">burocracias</span>, <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">estrategias, </span>sistemas,<span style="letter-spacing: 2.25pt;"> </span>productos<span style="letter-spacing: 2.25pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span>culturas<span style="letter-spacing: 2.1pt;"> </span>a<span style="letter-spacing: 1.55pt;"> </span>efecto<span style="letter-spacing: 1.95pt;"> </span>de<span style="letter-spacing: 1.65pt;"> </span>superar<span style="letter-spacing: 2.1pt;"> </span>los<span style="letter-spacing: 1.65pt;"> </span>choques<span style="letter-spacing: 2.15pt;"> </span>y<span style="letter-spacing: 1.55pt;"> </span>prosperar<span style="letter-spacing: 2.25pt;"> </span>graci<span style="letter-spacing: -.05pt;">a</span>s<span style="letter-spacing: 1.45pt;"> </span>a<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">fueza</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">derrota</span>n<span style="letter-spacing: 1.55pt;"> </span>a<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">la </span>competencia.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 1.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">La<span style="letter-spacing: 1.05pt;"> </span>tecnología<span style="letter-spacing: 1.75pt;"> </span>de<span style="letter-spacing: 1.05pt;"> </span>la<span style="letter-spacing: 1.0pt;"> </span>información<span style="letter-spacing: 1.85pt;"> </span>y<span style="letter-spacing: .95pt;"> </span>la<span style="letter-spacing: 1.0pt;"> </span>globalización<span style="letter-spacing: 1.95pt;"> </span>son<span style="letter-spacing: 1.15pt;"> </span>cambios<span style="letter-spacing: 1.55pt;"> </span>externos<span style="letter-spacing: 1.6pt;"> </span>que<span style="letter-spacing: 1.15pt;"> </span>hoy<span style="letter-spacing: 1.15pt;"> </span>transforman<span style="letter-spacing: 1.85pt;"> </span>a<span style="letter-spacing: .95pt;"> </span>las<span style="letter-spacing: 1.1pt;"> </span>empresas<span style="letter-spacing: 1.7pt;"> </span>y<span style="letter-spacing: .95pt;"> </span>a<span style="letter-spacing: .95pt;"> </span>la <span style="letter-spacing: -.05pt;">sociedad</span>. <span style="letter-spacing: -.05pt;">E</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">map</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">geopolítico</span>, <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">frontera</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">divide</span>n<span style="letter-spacing: 2.45pt;"> </span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">paíse</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">ma</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">clara</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">nun</span><span style="letter-spacing: -.1pt;">ca</span>,<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">per</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.1pt;">un </span><span style="letter-spacing: -.05pt;">map</span>a <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">competitiv</span>o <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">indiqu</span>e <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">flujo</span>s <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">reale</span>s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">industriale</span>s <span style="letter-spacing: 1.5pt;"> </span>y <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">financieras</span>, <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">ha</span>n <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">desaparecido mucha</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">fronteras</span>.<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">fluj</span>o<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">expedit</span>o<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">informació</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">h</span>a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">desgastad</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">frontera</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">países</span>,<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">ta</span>l<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">maner</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">que </span><span style="letter-spacing: -.1pt;">tod</span>o <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.1pt;">e</span>l <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.1pt;">mund</span>o <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.15pt;">p</span><span style="letter-spacing: -.1pt;">ued</span>e <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.1pt;">ve</span>r <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">co</span>n <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">su</span>s <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">propio</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.1pt;">ojo</span>s <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.1pt;">com</span>o <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">vive</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">otros</span>. <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">La</span>s <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">persona</span>s <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.1pt;">viaja</span>n <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.1pt;">a</span>l <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">extranjer</span>o <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.1pt;">co</span>n <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">más </span><span style="letter-spacing: -.05pt;">frecuencia</span>; <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">die</span>z<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">millone</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">japonese</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">viaja</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">exterio</span>r<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">cad</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">año</span>.<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">Ha</span>y<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">cad</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">ve</span>z<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">mayo</span>r<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">cantida</span>d<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">emigrantes; po</span>r <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">ejemplo</span>, <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">alemane</span>s <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">est</span>e <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">emigra</span>n <span style="letter-spacing: 1.65pt;"> </span>a <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">Alemani</span>a <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">O</span><span style="letter-spacing: .05pt;">ccidenta</span>l <span style="letter-spacing: 1.7pt;"> </span>y <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: .05pt;">lo</span>s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: .05pt;">mexicano</span>s <span style="letter-spacing: 1.7pt;"> </span>a <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: .05pt;">Estado</span>s <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: .05pt;">Unidos</span>. <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: .05pt;">La </span><span style="letter-spacing: -.05pt;">perspectiv</span>a <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">globa</span>l <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">indic</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">no</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">estamo</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">convirtiend</span>o <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">mund</span>o <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">si</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">fronteras</span>, <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">ciudadano</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: -.05pt;">mundo, </span>competidores<span style="letter-spacing: 1.5pt;"> </span>mundiales,<span style="letter-spacing: 1.25pt;"> </span>clientes<span style="letter-spacing: 1.0pt;"> </span>mundiales,<span style="letter-spacing: 1.25pt;"> </span>proveedores<span style="letter-spacing: 1.4pt;"> </span>mundiales<span style="letter-spacing: 1.2pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>distribuidores<span style="letter-spacing: 1.5pt;"> </span>mundiales.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 2.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .05pt; line-height: 109%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: .05pt;">nec</span><span style="letter-spacing: -.7pt;">e</span><span style="letter-spacing: -.1pt;">sida</span>d <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">adaptars</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">a</span>l <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.1pt;">cambi</span>o <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.1pt;">llev</span>a <span style="letter-spacing: .5pt;"> </span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">la</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">organizacione</span>s <span style="letter-spacing: 1.4pt;"> </span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">formulars</span>e <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.1pt;">pregunta</span>s <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.1pt;">clav</span>e <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.1pt;">par</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.1pt;">la </span>administración <span style="letter-spacing: 2.1pt;"> </span>estratégica, <span style="letter-spacing: 1.9pt;"> </span>como: <span style="letter-spacing: 1.4pt;"> </span>¿Qué <span style="letter-spacing: .4pt;"> </span>tipo <span style="letter-spacing: 1.2pt;"> </span>de <span style="letter-spacing: 1.1pt;"> </span>negocio <span style="letter-spacing: 1.55pt;"> </span>deberíamos <span style="letter-spacing: 1.9pt;"> </span>ser? <span style="letter-spacing: 1.25pt;"> </span>¿Estamos <span style="letter-spacing: .9pt;"> </span>en <span style="letter-spacing: 1.1pt;"> </span>las <span style="letter-spacing: 1.15pt;"> </span>áreas <span style="letter-spacing: 1.35pt;"> </span>correctas?<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 10.2pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.55pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt;">¿Deberíamo</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt;">s <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">reconfigura</span>r <span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">nuestr</span>o <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>? <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">¿Qu</span>é <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">participant</span><span style="letter-spacing: -.8pt;">e</span>s <span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">nuevo</span>s <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">está</span>n <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">entrand</span>o <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">industria</span>? <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">¿Qué</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 5.05pt; margin-top: .35pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">estrategias <span style="letter-spacing: .35pt;"> </span>deberíamos <span style="letter-spacing: .4pt;"> </span>seguir? ¿Cómo<span style="letter-spacing: 1.7pt;"> </span>están<span style="letter-spacing: 2.5pt;"> </span>cambiando <span style="letter-spacing: .35pt;"> </span>nuestros <span style="letter-spacing: .15pt;"> </span>clientes? <span style="letter-spacing: .15pt;"> </span>¿Se<span style="letter-spacing: 1.35pt;"> </span>están<span style="letter-spacing: 2.5pt;"> </span>desarrollando <span style="letter-spacing: .55pt;"> </span>tecnologías <span style="letter-spacing: -.15pt;">nueva</span>s<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.15pt;">qu</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.15pt;">no</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.15pt;">podría</span>n<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.15pt;">deja</span>r<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.15pt;">fuer</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.15pt;">de</span>l<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.15pt;">negocio?</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 5.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .4pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 28pt;"><b><i><span style="font-family: "Arial","sans-serif"; letter-spacing: -.05pt;">E</span></i></b><b><i><span style="font-family: "Arial","sans-serif";">. <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.15pt;">Lo</span>s<span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.15pt;">och</span>o<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.15pt;">término</span>s<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.15pt;">clave</span></span></i></b><span style="font-family: "Arial","sans-serif";"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .25pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.75pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">En<span style="letter-spacing: 1.85pt;"> </span>la<span style="letter-spacing: 1.8pt;"> </span>administración <span style="letter-spacing: .2pt;"> </span>estratégica<span style="letter-spacing: 1.95pt;"> </span>es<span style="letter-spacing: 1.2pt;"> </span>importante<span style="letter-spacing: 1.9pt;"> </span>considerar<span style="letter-spacing: 1.9pt;"> </span>los<span style="letter-spacing: 1.25pt;"> </span>siete<span style="letter-spacing: 1.4pt;"> </span>términos<span style="letter-spacing: 1.75pt;"> </span>clave<span style="letter-spacing: 1.45pt;"> </span>que<span style="letter-spacing: 1.3pt;"> </span>son:<span style="letter-spacing: 1.35pt;"> </span>estrategas,<span style="letter-spacing: 1.95pt;"> </span>declaración de<span style="letter-spacing: 1.25pt;"> </span>la<span style="letter-spacing: 1.2pt;"> </span>misión,<span style="letter-spacing: 1.65pt;"> </span>amenazas<span style="letter-spacing: 1.95pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span>oportunidades<span style="letter-spacing: 2.25pt;"> </span>externas,<span style="letter-spacing: 1.85pt;"> </span>fuerzas<span style="letter-spacing: 1.65pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span>debilidades<span style="letter-spacing: 2.0pt;"> </span>internas,<span style="letter-spacing: 1.8pt;"> </span>políticas<span style="letter-spacing: 1.75pt;"> </span>y,<span style="letter-spacing: 1.2pt;"> </span>objetivos<span style="letter-spacing: 1.8pt;"> </span>anuales<span style="letter-spacing: 1.7pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span>a <span style="letter-spacing: -.1pt;">larg</span>o<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.1pt;">plazo.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .45pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div align="center" class="MsoNormal" style="margin: 0cm 378.2pt 0.0001pt 44.2pt; text-align: center;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">1</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">Lo</span>s<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">estrategas</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">Los <span style="letter-spacing: .1pt;"> </span>estrategas <span style="letter-spacing: .7pt;"> </span>son <span style="letter-spacing: .1pt;"> </span>las <span style="letter-spacing: .05pt;"> </span>per<span style="letter-spacing: -.05pt;">sona</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">responsables</span>, <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">mayo</span>r<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">grado</span>,<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o<span style="letter-spacing: 2.15pt;"> </span>o<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">fracas</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>. <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">Los estratega</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">trabaja</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">diverso</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">nombramientos</span>, <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">ejempl</span>o<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">president</span>e<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">consejo</span>,<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">directo</span>r<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">general</span>,<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">presidente, directo</span>r <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">ejecutivo</span>, <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">propietario</span>, <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">canciller</span>, <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">decano</span>, <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">empren</span><span style="letter-spacing: -.1pt;">dedor</span>. <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.1pt;">Hac</span>e<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.1pt;">poco</span>, <span style="letter-spacing: -.1pt;">Jonas</span>, <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">Fr</span>y<span style="letter-spacing: 2.45pt;"> </span>y<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.1pt;">Srivastv</span>a <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">afirmaro</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">que </span>las <span style="letter-spacing: 1.4pt;"> </span>tres <span style="letter-spacing: 1.45pt;"> </span>responsabilidades <span style="letter-spacing: .05pt;"> </span>primordiales <span style="letter-spacing: 2.2pt;"> </span>de <span style="letter-spacing: 1.35pt;"> </span>los <span style="letter-spacing: 1.4pt;"> </span>estrategas <span style="letter-spacing: 2.05pt;"> </span>de <span style="letter-spacing: 1.35pt;"> </span>las <span style="letter-spacing: 1.4pt;"> </span>organizaciones <span style="letter-spacing: 2.45pt;"> </span>son <span style="letter-spacing: 1.45pt;"> </span>crear <span style="letter-spacing: 1.6pt;"> </span>un <span style="letter-spacing: 1.35pt;"> </span>contexto <span style="letter-spacing: 1.85pt;"> </span>para<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 11.25pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 78.85pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><!--[if gte vml 1]><v:shape
id="_x0000_s1026" style='position:absolute;left:0;text-align:left;
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strokeweight=".85pt"> <v:path arrowok="t"/> <w:wrap anchorx="page"/> </v:shape><![endif]--><!--[if !vml]--><span style="height: 2px; left: 0px; margin-left: 37px; margin-top: 51px; mso-ignore: vglayout; position: absolute; width: 194px; z-index: 251616764;"><img height="2" src="file:///C:/Users/Geo/AppData/Local/Temp/msohtmlclip1/01/clip_image001.png" v:shapes="_x0000_s1026" width="194" /></span><!--[endif]--><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">cambiar</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">,<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">fomenta</span>r<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">compromis</span>o<span style="letter-spacing: 1.35pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">responsabilida</span>d<span style="letter-spacing: 1.65pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">equilibra</span>r<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">estabilida</span>d<span style="letter-spacing: 1.2pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">innova</span>c<span style="letter-spacing: -1.25pt;"> </span><span style="letter-spacing: .05pt;">iones</span>.<span style="letter-spacing: .15pt;"> </span></span><span style="font-family: "Arial","sans-serif"; font-size: 6.5pt; mso-text-raise: 5.0pt; position: relative; top: -5.0pt;">1</span><span style="font-family: "Arial","sans-serif"; font-size: 6.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 10.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 10.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 12.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .9pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 9.7pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; tab-stops: 23.0pt; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 5.0pt; mso-text-raise: 3.5pt; position: relative; top: -3.5pt;">1<span style="letter-spacing: -1.25pt;"> </span></span><span style="font-family: "Arial","sans-serif"; font-size: 8.0pt; letter-spacing: -.1pt;">Fre</span><span style="font-family: "Arial","sans-serif"; font-size: 8.0pt;">d<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">R</span>.<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.1pt;">David</span>,<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.1pt;">Concepto</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.1pt;">Administració</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.1pt;">EstratégicaE</span>d<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: -.15pt;">itoria</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.15pt;">Prentic</span>e<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.15pt;">Hal</span>l<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.2pt; mso-font-width: 128%;">5ª</span>.<span style="letter-spacing: -.65pt;"> </span><span style="letter-spacing: -.15pt;">Edición</span>,<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.15pt;">México</span>,<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.15pt;">1997</span>.<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.15pt;">p</span>.<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.15pt;">8.</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 8.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="WordSection6"> <div class="MsoNormal" style="line-height: 109%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 5.1pt; margin-top: 3.85pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 109%;">S</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 109%;">e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">supon</span>e<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">año</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">novent</span>a<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">cambiará</span>n <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">siguiend</span>o <span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">línea</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">presenta</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">tabla siguiente:</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .3pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 102%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 63.5pt; margin-right: 2.55pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 63.0pt; text-align: justify; text-autospace: none; text-indent: -58.5pt; text-justify: inter-ideograph;"><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .45pt; line-height: 102%;">Tabl</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;">a<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: .6pt;">1</span>.<span style="letter-spacing: -2.45pt;"> </span><span style="letter-spacing: .3pt;">Atributo</span>s<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .3pt;">qu</span>e<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .3pt;">tiene</span>n<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">lo</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .3pt;">directore</span>s<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">generale</span>s<span style="letter-spacing: .4pt;"> </span>y<span style="letter-spacing: -.4pt;"> </span><span style="letter-spacing: .3pt;">lo</span>s<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .3pt;">qu</span>e<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .3pt;">s</span>e<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .3pt;">necesitarán</span>:<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: .3pt;">porcentaj</span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: .3pt;">d</span>e<span style="letter-spacing: -.3pt;"> </span><span style="letter-spacing: .3pt; mso-font-width: 102%;">atribut</span><span style="letter-spacing: .35pt; mso-font-width: 102%;">o</span>s o<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: .35pt;">capacidade</span>s<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: .35pt;">dominante</span>s<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: .35pt;">e</span>n<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .35pt;">lo</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .35pt;">D</span>G<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .35pt;">actualment</span>e<span style="letter-spacing: .75pt;"> </span>y<span style="letter-spacing: -.25pt;"> </span><span style="letter-spacing: .35pt;">lo</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .35pt;">qu</span>e <span style="letter-spacing: .35pt;">será</span>n<span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: .35pt;">importante</span>s<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: .35pt;">par</span>a<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .35pt;">lo</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .35pt;">D</span>G<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .35pt;">del </span><span style="letter-spacing: .5pt;">añ</span>o<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: .5pt;">2000.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 102%;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 12.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .9pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div></div><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection7"> <div align="right" class="MsoNormal" style="line-height: 9.2pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 43.9pt; margin-right: 1.25pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; tab-stops: 181.0pt 230.0pt; text-align: right; text-autospace: none;"><b><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">Conducta<span style="letter-spacing: -.25pt;"> </span>Personal <span style="letter-spacing: -.1pt;">Ahor</span>a <span style="letter-spacing: -.35pt;">Año</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div><div align="right" class="MsoNormal" style="line-height: 10.15pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 225.4pt; margin-right: -1.0pt; margin-top: .15pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-align: right; text-autospace: none;"><!--[if gte vml 1]><v:group
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font-size: 9.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" /> </span> <div align="right" class="MsoNormal" style="line-height: 9.2pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: -2.35pt; margin-right: 15.75pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; tab-stops: 155.0pt 204.0pt; text-align: right; text-autospace: none;"><b><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: -.1pt;">Conocimiento</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">s<span style="letter-spacing: -.35pt;"> </span>y<span style="letter-spacing: -.35pt;"> </span><span style="letter-spacing: -.1pt;">Habilidade</span>s <span style="letter-spacing: -.1pt;">Ahor</span>a <span style="letter-spacing: -.35pt;">Año</span></span></b><span style="font-family: "Arial","sans-serif"; 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margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 12.7pt; margin-top: .35pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 183.0pt 227.0pt 263.0pt 442.0pt 486.0pt; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .15pt; line-height: 108%;">Transmit</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 108%;">e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">u</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">sólid</span>o<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">sentid</span>o<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">e</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">s</span>u<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">visió</span>n 75<span style="letter-spacing: -.25pt;"> </span>% 98<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .15pt;">Formula</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .15pt;">estrategia</span>s <span style="letter-spacing: .25pt;">6</span>8 % 78<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .1pt;">Vincul</span>a<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">l</span>a<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">remuneració</span>n<span style="letter-spacing: -.15pt;"> </span>y<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">e</span>l<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">desempeñ</span>o 66<span style="letter-spacing: -.25pt;"> </span>% 91<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .25pt;">Administra</span>r <span style="letter-spacing: .25pt;">recurso</span>s <span style="letter-spacing: .25pt;">humano</span>s 41<span style="letter-spacing: -.25pt;"> </span>% 53<span style="letter-spacing: -.25pt;"> </span>%<o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 108%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection9"> <div class="MsoNormal" style="line-height: 7.3pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .2pt; mso-text-raise: -2.0pt; position: relative; top: 2.0pt;">S</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: -2.0pt; position: relative; top: 2.0pt;">e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">comunic</span>a<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">co</span>n<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">frecuenci</span>a<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">co</span>n<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">los</span></span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 12.65pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: -4.25pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; tab-stops: 183.0pt 227.0pt; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .3pt; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;">empleado</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;">s </span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: 5.0pt; position: relative; top: -5.0pt;">59<span style="letter-spacing: -.25pt;"> </span>% 89<span style="letter-spacing: -.25pt;"> </span>%</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" /> </span> <div class="MsoNormal" style="line-height: 9.65pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .1pt;">Economí</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">a<span style="letter-spacing: -.1pt;"> </span>y<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .1pt;">polític</span>a<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .1pt;">internacionales</span><o:p></o:p></span></div><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" /> </span> <div class="MsoNormal" style="margin: 3.8pt -1pt 0.0001pt 0cm;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">10<span style="letter-spacing: -.25pt;"> </span>% 19<span style="letter-spacing: -.25pt;"> </span>%<o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection10"> <div class="MsoNormal" style="line-height: 101%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 12.7pt; margin-top: 1.1pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 183.0pt 227.0pt 263.0pt 442.0pt 486.0pt; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .2pt; line-height: 101%;">Conced</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%;">e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">importanci</span>a<span style="letter-spacing: -.05pt;"> </span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">étic</span>a 74<span style="letter-spacing: -.25pt;"> </span>% 85<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .1pt;">Cienci</span>a<span style="letter-spacing: -.15pt;"> </span>y<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">tecnol</span><span style="letter-spacing: -.05pt;">ogí</span>a 11<span style="letter-spacing: -.25pt;"> </span>% 15<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .15pt;">Hac</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">plane</span>s<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">par</span>a<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">l</span>a<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">sucesió</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">d</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">mand</span>o 56<span style="letter-spacing: -.25pt;"> </span>% 85<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .25pt;">Conocimiento</span>s <span style="letter-spacing: .25pt;">d</span>e <span style="letter-spacing: .25pt;">computació</span>n 3<span style="letter-spacing: -.35pt;"> </span>% 7<span style="letter-spacing: -.35pt;"> </span>%<o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection11"> <div class="MsoNormal" style="line-height: 8.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: -1.0pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .2pt; mso-text-raise: -2.0pt; position: relative; top: 2.0pt;">S</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: -2.0pt; position: relative; top: 2.0pt;">e<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">comunic</span>a<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">co</span>n<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">frecuenci</span>a<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">co</span>n<span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: .2pt;">los</span></span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 12.85pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: -4.25pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; tab-stops: 183.0pt 227.0pt; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .1pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">cliente</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: -.5pt; position: relative; top: .5pt;">s </span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: 5.5pt; position: relative; top: -5.5pt;">41<span style="letter-spacing: -.25pt;"> </span>% 78<span style="letter-spacing: -.25pt;"> </span>%</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 8.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: -1.0pt; margin-top: .9pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .2pt; mso-text-raise: -2.0pt; position: relative; top: 2.0pt;">Reubic</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: -2.0pt; position: relative; top: 2.0pt;">a<span style="letter-spacing: -.15pt;"> </span>o<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .2pt;">despid</span>e<span style="letter-spacing: -.15pt;"> </span>a<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .2pt;">lo</span>s<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .2pt;">empleado</span>s<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .2pt;">que</span></span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 12.65pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: -4.25pt; margin-top: 0cm; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; tab-stops: 183.0pt 227.0pt; text-autospace: none;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .3pt; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;">n</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;">o<span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: .3pt;">cumple</span>n </span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-text-raise: 5.0pt; position: relative; top: -5.0pt;">34<span style="letter-spacing: -.25pt;"> </span>% 71<span style="letter-spacing: -.25pt;"> </span>%</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" /> </span> <div class="MsoNormal" style="margin: 0cm -3.55pt 0.0001pt 0cm;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">Mercadotecnia<span style="letter-spacing: -.25pt;"> </span>y<span style="letter-spacing: -.25pt;"> </span>ventas<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 11.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .4pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 0cm;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .2pt;">Negociación</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" /> </span> <div class="MsoNormal" style="margin: 4.5pt -1pt 0.0001pt 0cm;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">50<span style="letter-spacing: -.25pt;"> </span>% 48<span style="letter-spacing: -.25pt;"> </span>%<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 11.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .4pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 0cm;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">34<span style="letter-spacing: -.25pt;"> </span>% 24<span style="letter-spacing: -.25pt;"> </span>%<o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: auto;" /> </span> <div class="WordSection12"> <div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 12.7pt; margin-top: .35pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 183.0pt 227.0pt 263.0pt 442.0pt 486.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .25pt; line-height: 105%;">Recompens</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 105%;">a <span style="letter-spacing: .25pt;">l</span>a <span style="letter-spacing: .25pt;">lealta</span>d 48<span style="letter-spacing: -.25pt;"> </span>% 44<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .1pt;">Contabilida</span>d<span style="letter-spacing: -.15pt;"> </span>y<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">finanza</span>s 33<span style="letter-spacing: -.25pt;"> </span>% 24<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .25pt;">Tom</span>a <span style="letter-spacing: .25pt;">toda</span>s <span style="letter-spacing: .25pt;">la</span>s <span style="letter-spacing: .25pt;">decisione</span>s <span style="letter-spacing: .25pt;">importante</span>s 39<span style="letter-spacing: -.25pt;"> </span>% 21<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .2pt;">Manej</span>o<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">medio</span>s<span style="letter-spacing: -.05pt;"> </span>y<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">habla</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">e</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">públic</span>o 16<span style="letter-spacing: -.25pt;"> </span>% 13<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .15pt;">S</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">conduc</span>e<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .15pt;">conservadorament</span>e 32<span style="letter-spacing: -.25pt;"> </span>% 13<span style="letter-spacing: -.25pt;"> </span>% <span style="letter-spacing: .15pt;">Producció</span>n 21<span style="letter-spacing: -.25pt;"> </span>% 9<span style="letter-spacing: -.35pt;"> </span>%<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 101%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 50.0pt; margin-right: 2.95pt; margin-top: 1.15pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 50.0pt; text-align: justify; text-autospace: none; text-indent: -45.0pt; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; letter-spacing: .15pt; line-height: 101%;">Fuente</span><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; line-height: 101%;">: <span style="letter-spacing: .2pt;">Leste</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">Ko</span><span style="letter-spacing: .1pt;">rn</span>,<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">“Ho</span>w<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">th</span>e<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">Nex</span>t<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">CE</span>O<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">Wil</span>l<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">B</span>e<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">Different”</span>,<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">Fortun</span>e<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">(2</span>2<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">may</span>o<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">d</span>e<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">1989)</span>:<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">157</span>.<span style="letter-spacing: -.15pt;"> </span><span style="letter-spacing: .1pt;">Nota</span>:<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .1pt;">est</span>a<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .1pt;">informació</span>n<span style="letter-spacing: -.1pt;"> </span><span style="letter-spacing: .1pt;">está </span><span style="letter-spacing: .2pt;">basad</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">e</span>n<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">un</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">encuest</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">realizad</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">po</span>r<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">Universida</span>d<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">Columbia</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">150</span>0<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">ejecutivo</span>s<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">2</span>0<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">países</span>,<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">87</span>0<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: -.05pt;"> </span><span style="letter-spacing: .2pt;">ellos </span><span style="letter-spacing: .25pt;">directore</span>s <span style="letter-spacing: .25pt;">generales.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .3pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.95pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .1pt; line-height: 106%;">Po</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: .1pt;">ejempl</span>o <span style="letter-spacing: .1pt;">e</span>n<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -2.15pt;">e</span>l<span style="letter-spacing: 1.6pt;"> </span>año<span style="letter-spacing: 1.75pt;"> </span>2000,<span style="letter-spacing: 1.9pt;"> </span>los<span style="letter-spacing: 1.65pt;"> </span>estrategas<span style="letter-spacing: 2.3pt;"> </span>serán<span style="letter-spacing: 1.9pt;"> </span>líderes<span style="letter-spacing: 2.0pt;"> </span>más<span style="letter-spacing: 1.8pt;"> </span>visionarios,<span style="letter-spacing: 2.4pt;"> </span>relacionarán<span style="letter-spacing: 2.5pt;"> </span>mejor<span style="letter-spacing: 1.9pt;"> </span>las<span style="letter-spacing: 1.65pt;"> </span>compensaciones y<span style="letter-spacing: 2.3pt;"> </span>el<span style="letter-spacing: 2.35pt;"> </span>desempeño, <span style="letter-spacing: .6pt;"> </span>se<span style="letter-spacing: 2.4pt;"> </span>comunicarán <span style="letter-spacing: .65pt;"> </span>con<span style="letter-spacing: 2.5pt;"> </span>más<span style="letter-spacing: 2.55pt;"> </span>frecuencia <span style="letter-spacing: .45pt;"> </span>con<span style="letter-spacing: 2.5pt;"> </span>los<span style="letter-spacing: 2.4pt;"> </span>empleados <span style="letter-spacing: .5pt;"> </span>y<span style="letter-spacing: 2.3pt;"> </span>darán <span style="letter-spacing: .05pt;"> </span>mayor <span style="letter-spacing: .1pt;"> </span>importancia <span style="letter-spacing: .55pt;"> </span>a<span style="letter-spacing: 2.3pt;"> </span>la<span style="letter-spacing: 2.35pt;"> </span>ética <span style="letter-spacing: -.05pt;">empresarial.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.8pt; margin-top: 1.9pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">Los<span style="letter-spacing: 2.15pt;"> </span>estrategas <span style="letter-spacing: .1pt;"> </span>son<span style="letter-spacing: 2.15pt;"> </span>tan<span style="letter-spacing: 2.1pt;"> </span>diferentes <span style="letter-spacing: .05pt;"> </span>como<span style="letter-spacing: 2.3pt;"> </span>las<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">propia</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s<span style="letter-spacing: 2.6pt;"> </span>y<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">esta</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">diferencia</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">toma</span>r<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">cuenta par</span>a<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">formular</span>, <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">pone</span>r <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">práctic</span>a <span style="letter-spacing: .25pt;"> </span>y<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">estrategias</span>. <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">tiene</span>n <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">diferente</span>s <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">actitudes</span>, <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">valores</span>, <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">ética, </span>inclinación <span style="letter-spacing: .1pt;"> </span>a<span style="letter-spacing: 1.95pt;"> </span>correr<span style="letter-spacing: 2.35pt;"> </span>riesgos,<span style="letter-spacing: 2.5pt;"> </span>interés<span style="letter-spacing: 2.4pt;"> </span>por<span style="letter-spacing: 2.1pt;"> </span>su<span style="letter-spacing: 2.05pt;"> </span>responsabilidad <span style="letter-spacing: .55pt;"> </span>social,<span style="letter-spacing: 2.35pt;"> </span>pr<span style="letter-spacing: -.05pt;">eocupació</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">rentabilidad</span>,<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">interé</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">las </span>metas<span style="letter-spacing: .85pt;"> </span>a<span style="letter-spacing: .45pt;"> </span>corto<span style="letter-spacing: .75pt;"> </span>o<span style="letter-spacing: .45pt;"> </span>largo<span style="letter-spacing: .75pt;"> </span>plazo<span style="letter-spacing: .8pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>estilo<span style="letter-spacing: .8pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>administrar.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.65pt; margin-top: 2.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">mayorí</span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">coincide</span>n<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">responsabilida</span>d <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">socia</span>l<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">primordia</span>l<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">cualquie</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">deb</span>e<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">ser produci</span>r<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">utilida</span>d<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">bast</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">cubri</span>r<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">costo</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">futuros</span>,<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">porqu</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">s</span>i<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">logra</span>,<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">podr</span>á<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">cumpli</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">ninguna </span>otra<span style="letter-spacing: 1.55pt;"> </span>responsabilidad<span style="letter-spacing: 2.55pt;"> </span>social.<span style="letter-spacing: 1.75pt;"> </span>Los<span style="letter-spacing: 1.5pt;"> </span>estrategas<span style="letter-spacing: 2.1pt;"> </span>deben<span style="letter-spacing: 1.75pt;"> </span>estudiar<span style="letter-spacing: 1.85pt;"> </span>los<span style="letter-spacing: 1.45pt;"> </span>problemas<span style="letter-spacing: 2.1pt;"> </span>sociales<span style="letter-spacing: 1.9pt;"> </span>en<span style="letter-spacing: 1.4pt;"> </span>términos<span style="letter-spacing: 1.95pt;"> </span>sus<span style="letter-spacing: 1.5pt;"> </span>posibles<span style="letter-spacing: 1.9pt;"> </span>costos y<span style="letter-spacing: .35pt;"> </span>beneficios<span style="letter-spacing: 1.2pt;"> </span>para<span style="letter-spacing: .75pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>empresa<span style="letter-spacing: 1.1pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>abordar<span style="letter-spacing: 1.0pt;"> </span>las<span style="letter-spacing: .6pt;"> </span>cuestiones<span style="letter-spacing: 1.25pt;"> </span>sociales<span style="letter-spacing: 1.05pt;"> </span>que<span style="letter-spacing: .65pt;"> </span>le<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">redituará</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.1pt;">má</span>s<span style="letter-spacing: .65pt;"> </span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">empresa.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .1pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 45.5pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">2</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .2pt;">L</span>a<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: .2pt;">declaració</span>n<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: .2pt;">d</span>e<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: .2pt;">l</span>a<span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: .2pt;">misión.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">L</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">a <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">"un</span>a <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">definició</span>n <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">durader</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">objet</span>o <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">distingu</span>e <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">otras similares</span>. <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">señal</span>a <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">alcanc</span>e <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">operacione</span>s <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">término</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">de </span>productos <span style="letter-spacing: 1.05pt;"> </span>y <span style="letter-spacing: .3pt;"> </span>mercados". <span style="letter-spacing: 1.15pt;"> </span>Ésta <span style="letter-spacing: .6pt;"> </span>responde <span style="letter-spacing: 1.0pt;"> </span>la <span style="letter-spacing: .35pt;"> </span>pregunta <span style="letter-spacing: .95pt;"> </span>básica <span style="letter-spacing: .75pt;"> </span>que <span style="letter-spacing: .5pt;"> </span>hacen <span style="letter-spacing: .7pt;"> </span>todos <span style="letter-spacing: .65pt;"> </span>los <span style="letter-spacing: .45pt;"> </span>estrategas: <span style="letter-spacing: 1.15pt;"> </span>"¿Cuál<span style="letter-spacing: 2.25pt;"> </span>es <span style="letter-spacing: .4pt;"> </span>nuestro <span style="letter-spacing: -.05pt;">negocio?"</span>.<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">U</span>n<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">enunciad</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">clar</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">describ</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">valore</span>s<span style="letter-spacing: 1.9pt;"> </span>y<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">prioridade</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>.<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">A</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">redactar l</span>a <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">negocio</span>, <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">estratega</span>s <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">ve</span>n <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">obligado</span>s <span style="letter-spacing: 1.25pt;"> </span>a <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">analiza</span>r <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">índol</span>e <span style="letter-spacing: .95pt;"> </span>y <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">alcanc</span>e <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">operaciones presentes</span>,<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">as</span>í<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 1.45pt;"> </span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">posibl</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">atractiv</span>o<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">mercado</span>s<span style="letter-spacing: 1.85pt;"> </span>y<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">futuro</span>.<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">L</span>a<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">de l</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">fija</span>,<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">término</span>s<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">generales</span>,<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">rumb</span>o<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.1pt;">futur</span>o<span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.1pt;">organización.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.85pt; margin-top: 2.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">Cierta</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">investigacione</span>s<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.05pt;">arroja</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">60</span>%<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">cuenta</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">declaració</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">forma</span>l<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.9pt;"> </span>y <span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">obtiene</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">mejore</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">resultado</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">cuenta</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">declaracione</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>u<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">misió</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">mejo</span>r<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">elaborada</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">que </span>las<span style="letter-spacing: .6pt;"> </span>empresas<span style="letter-spacing: 1.25pt;"> </span>con<span style="letter-spacing: .7pt;"> </span>peores<span style="letter-spacing: 1.0pt;"> </span>resultados.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .45pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 45.5pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">3</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .25pt;">La</span>s<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">amenaza</span>s<span style="letter-spacing: .35pt;"> </span>y<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">oportunidade</span>s<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">externas.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 104%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 2.85pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 104%;">Otros<span style="letter-spacing: 2.3pt;"> </span>dos<span style="letter-spacing: 2.15pt;"> </span>términos<span style="letter-spacing: 2.55pt;"> </span>clave<span style="letter-spacing: 2.25pt;"> </span>para<span style="letter-spacing: 2.2pt;"> </span>el<span style="letter-spacing: 2.0pt;"> </span>estudio<span style="letter-spacing: 2.45pt;"> </span>de<span style="letter-spacing: 2.05pt;"> </span>la<span style="letter-spacing: 2.0pt;"> </span>administración <span style="letter-spacing: .4pt;"> </span>estratégica <span style="letter-spacing: .15pt;"> </span>son<span style="letter-spacing: 2.15pt;"> </span>las<span style="letter-spacing: 2.05pt;"> </span>oportunidades <span style="letter-spacing: .4pt;"> </span>y<span style="letter-spacing: 1.95pt;"> </span>las<span style="letter-spacing: 2.05pt;"> </span>amenazas <span style="letter-spacing: .05pt;">externas</span>. <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: .05pt;">Esto</span>s <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: .05pt;">término</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: .05pt;">refiere</span>n <span style="letter-spacing: .8pt;"> </span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .05pt;">tendencia</span>s <span style="letter-spacing: 1.05pt;"> </span>y <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: .05pt;">hecho</span>s <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: .05pt;">económicos</span>, <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: .05pt;">sociales</span>, <span style="letter-spacing: .4pt;"> </span>culturales, <span style="letter-spacing: .45pt;"> </span>demográficos, ambientales, <span style="letter-spacing: .1pt;"> </span>políticos,<span style="letter-spacing: 2.4pt;"> </span>jurídicos,<span style="letter-spacing: 2.4pt;"> </span>gubernamentales, <span style="letter-spacing: .5pt;"> </span>tecnológicos <span style="letter-spacing: .05pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span>competitivos <span style="letter-spacing: .05pt;"> </span>que<span style="letter-spacing: 1.95pt;"> </span>podrían<span style="letter-spacing: 2.3pt;"> </span>beneficiar<span style="letter-spacing: 2.45pt;"> </span>o<span style="letter-spacing: 1.75pt;"> </span>perjudicar <span style="letter-spacing: -.05pt;">significativament</span>e <span style="letter-spacing: .5pt;"> </span>a<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">futuro</span>.<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">amenaza</span>s<span style="letter-spacing: 2.5pt;"> </span>y<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">oportunidade</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">están</span>,<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">gra</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">medida</span>,<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">fuera de</span>l<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">contro</span>l<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">cualquiera</span>;<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">ah</span>í<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">términ</span>o<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">"externas".</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.0pt; margin-right: 3.85pt; margin-top: 2.1pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">U</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">n <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">postulad</span>o <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">básic</span>o <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">estratégic</span>a <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">formula</span>r <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">les </span><span style="letter-spacing: -.1pt;">permita</span>n<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.1pt;">aprovecha</span>r <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">la</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">oportunidade</span>s <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.1pt;">externa</span>s<span style="letter-spacing: 2.5pt;"> </span>y<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">evita</span>r<span style="letter-spacing: 2.25pt;"> </span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.1pt;">disminui</span>r<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.1pt;">la</span>s<span style="letter-spacing: 2.4pt;"> </span>repercusiones <span style="letter-spacing: .05pt;"> </span>de<span style="letter-spacing: 1.7pt;"> </span>las<span style="letter-spacing: 1.7pt;"> </span>amenazas<span style="letter-spacing: 2.35pt;"> </span>externas. <span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">consiguiente</span>, <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">alcanza</span>r<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">result</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">esencia</span>l<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">detectar</span>,<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">vigila</span>r<span style="letter-spacing: 2.3pt;"> </span>y<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">oportunidade</span>s <span style="letter-spacing: .35pt;"> </span>y<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">amenazas </span>externas.<span style="letter-spacing: 2.55pt;"> </span>El<span style="letter-spacing: 1.95pt;"> </span>proceso<span style="letter-spacing: 2.45pt;"> </span>de<span style="letter-spacing: 2.0pt;"> </span>investigación, <span style="letter-spacing: .3pt;"> </span>la<span style="letter-spacing: 1.95pt;"> </span>recopilación <span style="letter-spacing: .15pt;"> </span>y<span style="letter-spacing: 1.9pt;"> </span>asimilación <span style="letter-spacing: .1pt;"> </span>información <span style="letter-spacing: .15pt;"> </span>externa,<span style="letter-spacing: 2.45pt;"> </span>en<span style="letter-spacing: 2.0pt;"> </span>ocasion<span style="letter-spacing: .05pt;">es</span>,<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: .05pt;">s</span>e<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: .05pt;">conoce </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">nombr</span>e<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">estudi</span>o<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">ambienta</span>l<span style="letter-spacing: 1.1pt;"> </span>o<span style="letter-spacing: .4pt;"> </span>a<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">análisi</span>s<span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">industria.</span><o:p></o:p></span></div></div><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast;"><br clear="all" style="mso-break-type: section-break; page-break-before: always;" /> </span> <div class="MsoNormal" style="margin: 3.4pt -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">4</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .25pt;">La</span>s<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">debilidade</span>s<span style="letter-spacing: .35pt;"> </span>y<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">fuerza</span>s<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">internas.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.5pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">La</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">fuerza</span>s<span style="letter-spacing: 2.1pt;"> </span>y<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">debilidade</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">interna</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">controla</span>r<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n<span style="letter-spacing: 2.55pt;"> </span>y<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">desempeñ</span>a<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">muy bie</span>n <span style="letter-spacing: 1.05pt;"> </span>o <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">mu</span>y <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">mal</span>. <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">actividade</span>s <span style="letter-spacing: .7pt;"> </span>de<span style="letter-spacing: 2.6pt;"> </span>la<span style="letter-spacing: 2.55pt;"> </span>gerencia <span style="letter-spacing: .5pt;"> </span>general, <span style="letter-spacing: .45pt;"> </span>mercadotecnia, <span style="letter-spacing: 1.05pt;"> </span>finanzas <span style="letter-spacing: .45pt;"> </span>y<span style="letter-spacing: 2.5pt;"> </span>contabilidad, <span style="letter-spacing: .8pt;"> </span>producción <span style="letter-spacing: .7pt;"> </span>y <span style="letter-spacing: -.05pt;">operaciones</span>, <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">investigació</span>n <span style="letter-spacing: .55pt;"> </span>y<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">desarroll</span>o <span style="letter-spacing: .3pt;"> </span>y<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">sistema</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">computarizado</span>s <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">informació</span>n <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">área</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">que da</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">orige</span>n<span style="letter-spacing: 2.2pt;"> </span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">fuerza</span>s<span style="letter-spacing: 2.3pt;"> </span>y<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">debilidades</span>. <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">E</span>l<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">proces</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">identifica</span>r<span style="letter-spacing: 2.5pt;"> </span>y<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">evalua</span>r<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">fuerza</span>s<span style="letter-spacing: 1.5pt;"> </span>y<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">debilidade</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">organización e</span>n<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">área</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">funcionale</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">negoci</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>s<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">activida</span>d<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">vita</span>l<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">administració</span>n <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">estratégica</span>.<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">organizaciones lucha</span>n<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">segui</span>r<span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">aproveche</span>n<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">fuerza</span>s<span style="letter-spacing: .9pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">fortalezca</span>n<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">debilidade</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">inter</span><span style="letter-spacing: .1pt;">nas.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.05pt; margin-top: 1.2pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">Las<span style="letter-spacing: 1.35pt;"> </span>fuerzas<span style="letter-spacing: 1.65pt;"> </span>y<span style="letter-spacing: 1.15pt;"> </span>las<span style="letter-spacing: 1.3pt;"> </span>debilidades<span style="letter-spacing: 2.0pt;"> </span>se<span style="letter-spacing: 1.25pt;"> </span>establecen<span style="letter-spacing: 1.95pt;"> </span>en<span style="letter-spacing: 1.25pt;"> </span>comparación<span style="letter-spacing: 2.15pt;"> </span>con<span style="letter-spacing: 1.35pt;"> </span>la<span style="letter-spacing: 1.2pt;"> </span>competencia.<span style="letter-spacing: 2.2pt;"> </span>La<span style="letter-spacing: 1.25pt;"> </span>superioridad<span style="letter-spacing: 2.1pt;"> </span>o<span style="letter-spacing: 1.15pt;"> </span>las<span style="letter-spacing: 1.3pt;"> </span>deficiencias <span style="letter-spacing: -.05pt;">"relativas</span>" <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">representa</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">informació</span>n <span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: -.05pt;">mu</span>y<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">importante</span>. <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">otr</span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">parte</span>,<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">elemento</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">"está</span>n<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">fuer</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">normal" </span><span style="letter-spacing: -.1pt;">tambié</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.1pt;">puede</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.1pt;">determina</span>r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">alguna</span>s<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">fuerza</span>s<span style="letter-spacing: 1.85pt;"> </span>y<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">debilidades</span>.<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">ejemplo</span>,<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">posee</span>r<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">recurs</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">natura</span>l<span style="letter-spacing: 1.85pt;"> </span>o<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">tene</span>r<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">fam</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">de gra</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">calida</span>d<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">pued</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">significa</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">fuerza</span>.<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">fuerza</span>s<span style="letter-spacing: 2.15pt;"> </span>y<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">debilidade</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">determina</span>r<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">comparació</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">co</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">los objetivo</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">propi</span>a<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>.<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">Po</span>r<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">ejemplo</span>,<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">porcent</span><span style="letter-spacing: -.8pt;">a</span><span style="letter-spacing: -.1pt;">j</span>e<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">elevad</span>o<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a<span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.1pt;">rotació</span>n<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.1pt;">inventario</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">podrí</span>a<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.1pt;">n</span>o<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.1pt;">se</span>r<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">una </span><span style="letter-spacing: -.05pt;">fuerz</span>a<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">cas</span>o<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">empres</span>a<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">pretend</span>e<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">existencia</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">n</span>o<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">agote</span>n<span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">nunca.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.45pt; margin-top: 1.95pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Lo</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">factore</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">interno</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">puede</span>n<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">determina</span>r <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">varia</span>s<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">maneras</span>,<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">entr</span>e<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">ella</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">cálcul</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">razones</span>,<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">medició</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">de</span>l desempeño <span style="letter-spacing: .2pt;"> </span>y<span style="letter-spacing: 1.95pt;"> </span>realizar<span style="letter-spacing: 2.45pt;"> </span>la<span style="letter-spacing: 2.0pt;"> </span>comparación <span style="letter-spacing: .3pt;"> </span>con<span style="letter-spacing: 2.15pt;"> </span>periodos<span style="letter-spacing: 2.55pt;"> </span>anteriores <span style="letter-spacing: .05pt;"> </span>y<span style="letter-spacing: 1.95pt;"> </span>promedios <span style="letter-spacing: .1pt;"> </span>de<span style="letter-spacing: 2.05pt;"> </span>la<span style="letter-spacing: 2.0pt;"> </span>industria.<span style="letter-spacing: 2.6pt;"> </span>Asimismo, <span style="letter-spacing: .1pt;"> </span>se<span style="letter-spacing: 2.05pt;"> </span>pueden <span style="letter-spacing: -.05pt;">lleva</span>r<span style="letter-spacing: 2.4pt;"> </span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">cab</span>o<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">diverso</span>s <span style="letter-spacing: -.05pt;">tipo</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">encuesta</span>s <span style="letter-spacing: .15pt;"> </span>a<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">efect</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">escudriña</span>r <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">factore</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">internos</span>, <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">sería</span>n<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">ánim</span>o<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">los empleados</span>,<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">eficienci</span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">pr</span>oducción,<span style="letter-spacing: 1.35pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>eficacia<span style="letter-spacing: 1.0pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>publicidad<span style="letter-spacing: 1.2pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>lealtad<span style="letter-spacing: .9pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>los<span style="letter-spacing: .6pt;"> </span>clientes.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .1pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">5</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .25pt;">Lo</span>s<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">objetivo</span>s<span style="letter-spacing: .35pt;"> </span>a<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">larg</span>o<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">plazo.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Lo</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: .95pt;"> </span><span style="letter-spacing: -.05pt;">podría</span>n <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">defini</span>r <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">com</span>o <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">resultado</span>s <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">específico</span>s <span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">pretend</span>e <span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">alcanza</span>r <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">por </span>medio <span style="letter-spacing: .1pt;"> </span>de<span style="letter-spacing: 2.45pt;"> </span>su<span style="letter-spacing: 2.45pt;"> </span>misión <span style="letter-spacing: .15pt;"> </span>básica. <span style="letter-spacing: .2pt;"> </span>Largo <span style="letter-spacing: .1pt;"> </span>plazo <span style="letter-spacing: .05pt;"> </span>significa <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">má</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">año</span>.<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">esenciale</span>s <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">éxit</span>o<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">la </span><span style="letter-spacing: -.1pt;">organizació</span>n <span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.1pt;">porqu</span>e <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.1pt;">establece</span>n <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.1pt;">u</span>n <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.1pt;">curso</span>, <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.1pt;">ayuda</span>n <span style="letter-spacing: 1.65pt;"> </span>a <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.1pt;">l</span>a <span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.1pt;">evaluación</span>, <span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.1pt;">produce</span>n <span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.1pt;">e</span>n <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.1pt;">sinergia</span>, <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.1pt;">revela</span>n <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.1pt;">prioridades, </span><span style="letter-spacing: -.05pt;">permite</span>n <span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: -.05pt;">coordinació</span>n <span style="letter-spacing: 2.25pt;"> </span>y <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">sienta</span>n <span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">base</span>s <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">planificar</span>, <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">organiza</span>r <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">motiva</span>r <span style="letter-spacing: 1.75pt;"> </span>y <span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">cont</span><span style="letter-spacing: -.8pt;">r</span>olar <span style="letter-spacing: .75pt;"> </span>con <span style="letter-spacing: .3pt;"> </span>eficacia. <span style="letter-spacing: .7pt;"> </span>Los objetivos <span style="letter-spacing: .5pt;"> </span>deben <span style="letter-spacing: .3pt;"> </span>ser desafiantes, <span style="letter-spacing: .75pt;"> </span>mensurables, <span style="letter-spacing: .9pt;"> </span>consistentes, <span style="letter-spacing: .85pt;"> </span>razonables <span style="letter-spacing: .7pt;"> </span>y<span style="letter-spacing: 2.5pt;"> </span>claros. <span style="letter-spacing: .3pt;"> </span>En<span style="letter-spacing: 2.6pt;"> </span>una <span style="letter-spacing: .05pt;"> </span>empresa <span style="letter-spacing: .5pt;"> </span>con <span style="letter-spacing: .05pt;"> </span>muchas <span style="letter-spacing: -.05pt;">divisione</span>s<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">establece</span>r<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">po</span>r<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">compañí</span>a<span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">enter</span>a<span style="letter-spacing: .85pt;"> </span>y<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">cad</span>a<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">divisiones.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 7.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .05pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">6</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .25pt;">La</span>s<span style="letter-spacing: .35pt;"> </span><span style="letter-spacing: .25pt;">estrategias.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 106%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 106%;">La</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 106%;">s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">estra</span>t<span style="letter-spacing: -1.4pt;"> </span><span style="letter-spacing: -.05pt;">egia</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">u</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">medi</span>o<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">alcanza</span>r<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 2.35pt;"> </span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">plazo</span>.<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">Alguna</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>s<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">empresariale</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">serían l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">expansió</span>n<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">geográfica</span>,<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">diversificación</span>,<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">adquisición</span>,<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">desarroll</span>o<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">productos</span>,<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">penetració</span>n<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">e</span>l<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">mercado, e</span>l<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">encogimiento</span>,<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">desinversión</span>,<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">liquidació</span>n<span style="letter-spacing: 1.25pt;"> </span>y<span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">empresa</span>s<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">e</span>n<span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">riesg</span>o<span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">compartido.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .45pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">7</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">Lo</span>s<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">objetivo</span>s<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .3pt;">anuales.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: -.05pt; line-height: 105%;">Lo</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">s<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">anuale</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">meta</span>s<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">alcanza</span>r<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">organizacione</span>s<span style="letter-spacing: 2.6pt;"> </span>a<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">cort</span>o<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">plaz</span>o<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">logra</span>r<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt; mso-font-width: 102%;">objetivos </span>a<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">plazo</span>.<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 2.0pt;"> </span><span style="letter-spacing: -.05pt;">anuales</span>,<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">a</span>l<span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">igua</span>l<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 2.0pt;"> </span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o<span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">plazo</span>,<span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">debe</span>n<span style="letter-spacing: 1.5pt;"> </span><span style="letter-spacing: -.05pt;">se</span>r<span style="letter-spacing: 1.2pt;"> </span><span style="letter-spacing: -.05pt;">mensurables</span>,<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.05pt;">cuantitativos, </span>desafiantes, <span style="letter-spacing: 1.2pt;"> </span>realistas, <span style="letter-spacing: .95pt;"> </span>consistentes <span style="letter-spacing: 1.25pt;"> </span>y <span style="letter-spacing: .3pt;"> </span>estar <span style="letter-spacing: .6pt;"> </span>por <span style="letter-spacing: .45pt;"> </span>orden <span style="letter-spacing: .7pt;"> </span>de <span style="letter-spacing: .4pt;"> </span>prioridad. <span style="letter-spacing: 1.0pt;"> </span>En <span style="letter-spacing: .45pt;"> </span>el <span style="letter-spacing: .35pt;"> </span>caso <span style="letter-spacing: .6pt;"> </span>de <span style="letter-spacing: .4pt;"> </span>una <span style="letter-spacing: .5pt;"> </span>organización <span style="letter-spacing: 1.3pt;"> </span>grande <span style="letter-spacing: .8pt;"> </span>se <span style="letter-spacing: -.05pt;">debe</span>n<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: -.05pt;">establece</span>r <span style="letter-spacing: .35pt;"> </span>a<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">nive</span>l<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">corporación</span>, <span style="letter-spacing: .5pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">divisione</span>s <span style="letter-spacing: .3pt;"> </span>y<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">funciones</span>. <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.05pt;">anuale</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e<span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.15pt;">debe</span>n<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.15pt;">defini</span>r<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.15pt;">en </span>términos <span style="letter-spacing: .35pt;"> </span>de <span style="letter-spacing: 2.45pt;"> </span>resultados <span style="letter-spacing: .5pt;"> </span>de <span style="letter-spacing: 2.45pt;"> </span>la <span style="letter-spacing: 2.4pt;"> </span>gerencia, <span style="letter-spacing: .4pt;"> </span>mercadotecnia, <span style="letter-spacing: .9pt;"> </span>finanzas <span style="letter-spacing: .3pt;"> </span>y <span style="letter-spacing: 2.35pt;"> </span>contabilidad, <span style="letter-spacing: .65pt;"> </span>producción <span style="letter-spacing: .55pt;"> </span>y <span style="letter-spacing: 2.35pt;"> </span>operaciones, <span style="letter-spacing: -.05pt;">investigació</span>n <span style="letter-spacing: 1.45pt;"> </span>y <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">desarroll</span>o <span style="letter-spacing: 1.2pt;"> </span>y <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">sistema</span>s <span style="letter-spacing: 1.1pt;"> </span><span style="letter-spacing: -.05pt;">información</span>. <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">Cad</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">objetiv</span>o <span style="letter-spacing: 1.0pt;"> </span>a <span style="letter-spacing: .45pt;"> </span><span style="letter-spacing: -.05pt;">larg</span>o <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">plaz</span>o <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">requier</span>e <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">un</span>a <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">seri</span>e <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">objetivos </span><span style="letter-spacing: -.1pt;">anuales</span>.<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.1pt;">Lo</span>s<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: -.1pt;">objetivo</span>s <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.05pt;">anuale</span>s<span style="letter-spacing: 2.15pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">mu</span>y<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">importante</span>s<span style="letter-spacing: 2.45pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 1.85pt;"> </span><span style="letter-spacing: -.05pt;">lleva</span>r<span style="letter-spacing: 1.95pt;"> </span>a<span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">cab</span>o<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">estrategia</span>,<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">mientra</span>s<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e<span style="letter-spacing: 1.8pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s<span style="letter-spacing: 1.7pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s<span style="letter-spacing: 2.25pt;"> </span>a <span style="letter-spacing: -.05pt;">larg</span>o <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">plaz</span>o <span style="letter-spacing: .85pt;"> </span><span style="letter-spacing: -.05pt;">so</span>n <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">primordiale</span>s <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a <span style="letter-spacing: .8pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">formulació</span>n <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .6pt;"> </span><span style="letter-spacing: -.05pt;">estrategias</span>. <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">Lo</span>s <span style="letter-spacing: .7pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: 1.15pt;"> </span><span style="letter-spacing: -.05pt;">anuale</span>s <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">sienta</span>n <span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">la</span>s <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">base</span>s <span style="letter-spacing: .9pt;"> </span><span style="letter-spacing: -.05pt;">para </span>asignar<span style="letter-spacing: 1.0pt;"> </span>los<span style="letter-spacing: .65pt;"> </span>recursos.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.0pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .3pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin: 0cm -1pt 0.0001pt 46pt;"><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt; letter-spacing: .1pt;">8</span></b><b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;">. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: .15pt;">La</span>s<span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: .15pt;">políticas.</span></span></b><span style="font-family: "Arial","sans-serif"; font-size: 10.5pt;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 6.5pt; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 0cm; margin-right: -1.0pt; margin-top: .35pt; mso-layout-grid-align: none; mso-line-height-rule: exactly; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 107%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 4.5pt; margin-top: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; letter-spacing: .05pt; line-height: 107%;">E</span><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 107%;">l<span style="letter-spacing: 1.3pt;"> </span><span style="letter-spacing: .05pt;">últim</span>o<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: .05pt;">términ</span>o<span style="letter-spacing: 1.6pt;"> </span>clave<span style="letter-spacing: 1.4pt;"> </span>son<span style="letter-spacing: 1.25pt;"> </span>las<span style="letter-spacing: 1.2pt;"> </span>políticas,<span style="letter-spacing: 1.7pt;"> </span>es<span style="letter-spacing: 1.15pt;"> </span>decir,<span style="letter-spacing: 1.4pt;"> </span>el<span style="letter-spacing: 1.1pt;"> </span>medio<span style="letter-spacing: 1.45pt;"> </span>que<span style="letter-spacing: 1.25pt;"> </span>se<span style="letter-spacing: 1.15pt;"> </span>usará<span style="letter-spacing: 1.4pt;"> </span>para<span style="letter-spacing: 1.35pt;"> </span>alcanzar<span style="letter-spacing: 1.65pt;"> </span>los<span style="letter-spacing: 1.2pt;"> </span>objetivos<span style="letter-spacing: 1.7pt;"> </span>anuales.<span style="letter-spacing: 1.65pt;"> </span>Entre <span style="letter-spacing: .05pt;">otra</span>s<span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: .05pt;">cosas</span>,<span style="letter-spacing: 2.1pt;"> </span><span style="letter-spacing: .05pt;">la</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">política</span>s<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: .05pt;">incluye</span>n<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: .05pt;">lo</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">lineamientos</span>, <span style="letter-spacing: .05pt;">la</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">regla</span>s<span style="letter-spacing: 2.05pt;"> </span>y<span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: .05pt;">lo</span>s<span style="letter-spacing: 1.75pt;"> </span><span style="letter-spacing: .05pt;">procedimiento</span>s <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: .05pt;">establecido</span>s<span style="letter-spacing: 2.6pt;"> </span><span style="letter-spacing: .05pt;">par</span>a<span style="letter-spacing: 1.9pt;"> </span><span style="letter-spacing: .05pt;">reforza</span>r<span style="letter-spacing: 2.2pt;"> </span><span style="letter-spacing: .05pt;">las </span><span style="letter-spacing: -.05pt;">actividade</span>s <span style="letter-spacing: .5pt;"> </span>a<span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">efect</span>o <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">alcanza</span>r <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">lo</span>s <span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">objetivo</span>s <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">enunciados</span>. <span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s<span style="letter-spacing: 2.35pt;"> </span><span style="letter-spacing: -.05pt;">política</span>s <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">sirve</span>n<span style="letter-spacing: 2.55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e<span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">guí</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">par</span>a<span style="letter-spacing: 2.4pt;"> </span><span style="letter-spacing: -.05pt;">toma</span>r<span style="letter-spacing: 2.5pt;"> </span><span style="letter-spacing: -.05pt;">decisione</span>s <span style="letter-spacing: .3pt;"> </span>y <span style="letter-spacing: -.05pt;">aborda</span>n<span style="letter-spacing: 1.0pt;"> </span><span style="letter-spacing: -.05pt;">situacione</span>s<span style="letter-spacing: 1.25pt;"> </span><span style="letter-spacing: -.05pt;">reiterativa</span>s<span style="letter-spacing: 1.25pt;"> </span>o<span style="letter-spacing: .4pt;"> </span><span style="letter-spacing: -.05pt;">recurrentes.</span><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 105%; margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 5.5pt; margin-right: 3.35pt; margin-top: 1.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;"><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 105%;">La<span style="letter-spacing: 1.75pt;"> </span>mayoría<span style="letter-spacing: 2.2pt;"> </span>de<span style="letter-spacing: 1.75pt;"> </span>las<span style="letter-spacing: 1.75pt;"> </span>veces,<span style="letter-spacing: 2.1pt;"> </span>las<span style="letter-spacing: 1.75pt;"> </span>políticas<span style="letter-spacing: 2.25pt;"> </span>se<span style="letter-spacing: 1.75pt;"> </span>enuncian<span style="letter-spacing: 2.3pt;"> </span>en<span style="letter-spacing: 1.75pt;"> </span>términos<span style="letter-spacing: 2.25pt;"> </span>de<span style="letter-spacing: 1.75pt;"> </span>las<span style="letter-spacing: 1.75pt;"> </span>actividades<span style="letter-spacing: 2.5pt;"> </span>de<span style="letter-spacing: 1.75pt;"> </span>la<span style="letter-spacing: 1.7pt;"> </span>gerencia,<span style="letter-spacing: 2.3pt;"> </span>mercadotecnia, finanzas <span style="letter-spacing: 2.2pt;"> </span>y <span style="letter-spacing: 1.6pt;"> </span>contabilidad, <span style="letter-spacing: 2.5pt;"> </span>producción <span style="letter-spacing: 2.35pt;"> </span>y <span style="letter-spacing: 1.55pt;"> </span>operaciones, <span style="letter-spacing: 2.5pt;"> </span>investigación <span style="letter-spacing: 2.55pt;"> </span>y <span style="letter-spacing: 1.55pt;"> </span>desarrollo <span style="letter-spacing: 2.25pt;"> </span>y <span style="letter-spacing: 1.55pt;"> </span>sistemas <span style="letter-spacing: 2.2pt;"> </span>computarizados <span style="letter-spacing: .15pt;"> </span>de <span style="letter-spacing: -.05pt;">información</span>. <span style="letter-spacing: 2.3pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">política</span>s <span style="letter-spacing: 1.95pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: 1.55pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">establece</span>n <span style="letter-spacing: 2.15pt;"> </span>a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">nive</span>l <span style="letter-spacing: 1.65pt;"> </span><span style="letter-spacing: -.05pt;">corporativo</span>, <span style="letter-spacing: 2.25pt;"> </span><span style="letter-spacing: -.05pt;">s</span>e <span style="letter-spacing: 1.45pt;"> </span><span style="letter-spacing: -.05pt;">aplica</span>n <span style="letter-spacing: 1.85pt;"> </span>a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">tod</span>a <span style="letter-spacing: 1.6pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: 1.4pt;"> </span><span style="letter-spacing: -.05pt;">organización</span>, <span style="letter-spacing: 2.4pt;"> </span>a <span style="letter-spacing: 1.35pt;"> </span><span style="letter-spacing: -.05pt;">nivel </span><span style="letter-spacing: -.1pt;">divisione</span>s <span style="letter-spacing: .75pt;"> </span>y<span style="letter-spacing: 2.65pt;"> </span><span style="letter-spacing: -.1pt;">s</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">aplica</span>n <span style="letter-spacing: .5pt;"> </span>a <span style="letter-spacing: -.1pt;">un</span>a <span style="letter-spacing: .2pt;"> </span><span style="letter-spacing: -.1pt;">sol</span>a <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.1pt;">división</span>, <span style="letter-spacing: .6pt;"> </span>o a <span style="letter-spacing: -.1pt;">nive</span>l <span style="letter-spacing: .3pt;"> </span><span style="letter-spacing: -.1pt;">d</span>e <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.1pt;">fu</span>nciones <span style="letter-spacing: .4pt;"> </span>y<span style="letter-spacing: 2.35pt;"> </span>se<span style="letter-spacing: 2.45pt;"> </span>aplican <span style="letter-spacing: .2pt;"> </span>a<span style="letter-spacing: 2.35pt;"> </span>actividades <span style="letter-spacing: .55pt;"> </span>o<span style="letter-spacing: 2.35pt;"> </span>departamentos concretos. <span style="letter-spacing: .85pt;"> </span>Las <span style="letter-spacing: .25pt;"> </span>políticas, <span style="letter-spacing: .7pt;"> </span>al <span style="letter-spacing: .1pt;"> </span>igual <span style="letter-spacing: .35pt;"> </span>que <span style="letter-spacing: .25pt;"> </span>los <span style="letter-spacing: .2pt;"> </span>objetivos <span style="letter-spacing: .7pt;"> </span>anuales, <span style="letter-spacing: .65pt;"> </span>son <span style="letter-spacing: .25pt;"> </span>muy <span style="letter-spacing: .3pt;"> </span>importantes <span style="letter-spacing: .95pt;"> </span>por <span style="letter-spacing: .2pt;"> </span>implantar <span style="letter-spacing: .75pt;"> </span>las <span style="letter-spacing: .2pt;"> </span>estrategias <span style="letter-spacing: -.05pt;">porqu</span>e <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">delinea</span>n <span style="letter-spacing: .65pt;"> </span><span style="letter-spacing: -.05pt;">l</span>o <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">qu</span>e <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">l</span>a <span style="letter-spacing: .1pt;"> </span><span style="letter-spacing: -.05pt;">organizació</span>n <span style="letter-spacing: 1.05pt;"> </span><span style="letter-spacing: -.05pt;">esper</span>a <span style="letter-spacing: .55pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">empleado</span>s <span style="letter-spacing: .9pt;"> </span>y <span style="letter-spacing: .05pt;"> </span><span style="letter-spacing: -.05pt;">d</span>e <span style="letter-spacing: .15pt;"> </span><span style="letter-spacing: -.05pt;">su</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">gerentes</span>. <span style="letter-spacing: .75pt;"> </span><span style="letter-spacing: -.05pt;">La</span>s <span style="letter-spacing: .25pt;"> </span><span style="letter-spacing: -.05pt;">política</span>s<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">permite</span>n<span style="letter-spacing: 2.05pt;"> </span><span style="letter-spacing: -.05pt;">la</span><o:p></o:p></span></div><!--[if gte vml 1]><v:shape id="_x0000_s1048" style='position:absolute;
margin-left:28.5pt;margin-top:53.25pt;width:2in;height:0;z-index:-251697664;
mso-position-horizontal-relative:page;mso-position-vertical-relative:text'
coordsize="2880,0" o:allowincell="f" path="m,hhl2880,e" filled="f"
strokeweight=".85pt"> <v:path arrowok="t"/> <w:wrap anchorx="page"/> </v:shape><![endif]--><!--[if !vml]--><span style="height: 2px; margin-left: 37px; margin-top: 70px; mso-ignore: vglayout; position: absolute; width: 194px; z-index: 251618812;"><img height="2" src="file:///C:/Users/Geo/AppData/Local/Temp/msohtmlclip1/01/clip_image001.png" v:shapes="_x0000_s1048" width="194" /></span><!--[endif]--><span style="font-family: "Arial","sans-serif"; font-size: 9.5pt; line-height: 115%; mso-ansi-language: ES-MX; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES-MX; mso-fareast-theme-font: minor-fareast; mso-text-raise: -.5pt; position: relative; top: .5pt;">consistencia<span style="letter-spacing: 1.4pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>coordinación<span style="letter-spacing: 1.45pt;"> </span>entre<span style="letter-spacing: .8pt;"> </span>los<span style="letter-spacing: .6pt;"> </span>departamentos<span style="letter-spacing: 1.6pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>la<span style="letter-spacing: .5pt;"> </span>organización<span style="letter-spacing: 1.45pt;"> </span>y<span style="letter-spacing: .45pt;"> </span>dentro<span style="letter-spacing: .9pt;"> </span>de<span style="letter-spacing: .55pt;"> </span>ellos.</span></div>Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-60862363149059721742012-06-12T10:49:00.000-07:002012-06-12T10:49:01.796-07:00La EmpresaConcepto<br />
La empresa actual es sujeto de interés para distintas disciplinas científicas<br />
por los diferentes aspectos en los que se manifiesta en el sistema económico.<br />
Entre otros, podríamos citar como aspectos de interés de la empresa: el<br />
aspecto técnico-productivo, en la medida en que la empresa realiza un proceso<br />
de transformación de factores en productos, el aspecto económico-financiero<br />
que engloba el conjunto de transacciones comerciales y monetarias que la<br />
empresa realiza en el mercado, el aspecto jurídico por la gran variedad de<br />
contratos y relaciones empresa-empresa o empresa-personas que genera y,<br />
por último, el aspecto social consecuencia de la necesaria interacción de la<br />
empresa con el entorno.<br />
<br />
Este interés multidisciplinar por la empresa ha originado un enfoque para<br />
su estudio, propio de la teoría general de sistemas, concretado en la<br />
concepción de la empresa como sistema que estudiaremos en próximos<br />
epígrafes.<br />
<br />
A nosotros nos va a interesar analizar la “empresa” desde una perspectiva<br />
económica. Según Bueno Campos la empresa es un agente que organiza con<br />
eficiencia los factores económicos para producir bienes y servicios para el<br />
mercado con el ánimo de alcanzar ciertos objetivos. Entendiendo por eficiencia<br />
la capacidad o cualidad de un agente para lograr el cumplimiento de un<br />
objetivo, minimizando el empleo de recursos.<br />
<br />
No obstante, y a pesar de que cualquier persona es capaz de definir<br />
intuitivamente el concepto de empresa, este término se puede confundir con<br />
<br />
<br />
otros términos usados indistintamente para aludir a dicho concepto. Estamos<br />
hablando de términos como sociedad mercantil, explotación y planta. La<br />
expresión sociedad mercantil la definiremos como “Una unidad jurídica que<br />
regula el conjunto de relaciones que produce el patrimonio del que son titulares<br />
dos o más personas que se obligan a aportar a un fondo común bienes, dinero<br />
<br />
o alguna de estas cosas para obtener lucro”. Entendemos por explotación "toda<br />
unidad técnica o conjunto de procesos tecnológicos por los que un conjunto de<br />
factores pueden ser transformados en un conjunto de productos o resultados”.<br />
Por último definiremos planta o establecimiento industrial como “una unidad<br />
espacial, física o lugar donde se localiza y desarrolla la actividad económica de<br />
una explotación”. De estas definiciones deducimos que una empresa puede<br />
estar compuesta por una o más sociedades (hablaríamos entonces de empresa<br />
mono o plurisocietaria o grupo de empresas), por una o más explotaciones y<br />
tener una o más plantas.<br />
<br />
Evolución<br />
<br />
Describimos aquí cual ha sido la evolución de la empresa como órgano<br />
del sistema de economía capitalista o de mercado. Dicho sistema económico<br />
pasa por cuatro modelos de organización económica conocidos como:<br />
feudalismo, capitalismo mercantil, capitalismo industrial y capitalismo<br />
financiero. En cada uno la empresa ha tenido sus orígenes y su<br />
correspondiente evolución, pasando de un modelo y configuración simple a la<br />
actual situación de complejidad.<br />
<br />
<br />
La primera etapa se caracteriza por el énfasis en la dimensión técnica y<br />
como unidad simple, es decir, orientada a una transformación primaria y<br />
artesanal de los factores y dotada de una organización sencilla.<br />
<br />
En la segunda etapa, la empresa sigue conceptuándose como unidad<br />
simple, en cuanto a su estructura productiva, aunque como consecuencia del<br />
incremento del comercio internacional y colonial y del desarrollo político-<br />
económico de los Estados surgen nuevas formas societarias (de las<br />
sociedades personalistas a las sociedades anónimas) y nuevos planteamientos<br />
organizativos para lograr los objetivos comerciales. Por ello se comienza a<br />
definir a la empresa como "unidad comercial o técnico económica".<br />
<br />
El gran desarrollo de la empresa se produce con el modelo de capitalismo<br />
industrial (el cual surge con la primera Revolución Industrial) que se caracteriza<br />
por la aplicación de maquinaria a la producción. En él, la empresa se configura<br />
como una unidad compleja, tanto por los aspectos productivos como por los<br />
restantes aspectos jurídicos y sociales, aunque son los primeros los más<br />
relevantes, razón de que se defina como "unidad económica de producción".<br />
<div><div>La necesidad de grandes capitales promueve el desarrollo del sistema </div><div>bancario y financiero y la generalización de la sociedad anónima. Con el </div><div>aumento de la producción se expande el comercio mundial y la industrialización </div><div>de las colonias de las grandes potencias. Estos factores fueron los que </div><div>desencadenaron la crisis de las estructuras organizativas clásicas y la aparición </div><div>de nuevas formas de organización descentralizadas. </div><div><br />
</div><div>Finalmente, el capitalismo industrial, dado su crecimiento patrimonial, </div><div>necesitó de un importante volumen de capital para atender al primero. Esta </div><div>circunstancia y el logro de importantes excedentes financieros por las grandes </div><div>empresas industriales, provocaron el desarrollo de la economía financiera, sus </div><div>instituciones, mercados y operaciones. </div><div><br />
</div><div>En esta etapa se produce la separación de la propiedad y la </div><div>administración y los fenómenos de concentración y de internacionalización del </div><div>capital. Aspectos que configuran una nueva concepción de empresa como </div><div>"unidad financiera, como unidad de decisión o de dirección", dado el </div><div>protagonismo de la administración. </div></div>Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-45486051845606103122012-05-02T11:12:00.002-07:002012-05-02T11:12:47.207-07:00DEFINICIÓN DE CONCEPTOS BÁSICOS DE MERCADOTECNIAPRODUCTO. Cualquier cosa que puede ofrecerse a la atención de un mercado para su adquisición, uso o consumo y que satisfaga un deseo o una necesidad. <br />
<br />
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SIGNIFICADO DE LA PALABRA PRODUCTO EN UN SENTIDO MÁS AMPLIO <br />
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Una serie de “atributos conjuntados” en forma reconocible, designado con un nombre descriptible o genérico que entiende la gente, como acero, seguro, raqueta, computadora, teléfono, entretenimiento. Todo cambio de característica (diseño, color, tamaño, empaque), por pequeño que sea crea otro producto que puede ser un bien, un servicio, un lugar, una persona, una idea y puede incluir aspectos como la entrega, crédito, servicios posventa, garantía, instalación. Un producto es un conjunto de atributos tangibles e intangibles que incluye entre otras cosas: servicio al vendedor, reputación del vendedor, color, garantía, diseño, empaque, marca, precio, características físicas, calidad del producto. El público está comprando la satisfacción de sus necesidades en forma de los beneficios que espera recibir del producto. <br />
<br />
MARCA <br />
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Los nombres de la marca trasmiten la imagen del producto o servicio. El término marca se refiere a un nombre, término, símbolo, signo o diseño usado por una compañía para diferenciar sus ofrecimientos de aquellos de sus competidores. Las marcas son uno de los aspectos más estandarizables en el ofrecimiento del producto: Permiten una estandarización posterior de otros elementos de marketing como los aspectos promociónales. El nombre de la marca es la parte vocalizable de la marca, la representación de la marca es la parte no vacalizable (por ejemplo, el “camello” de camels). La representación de la marca llega a ser invaluable cuando el producto mismo no pueda promocionarse pero se puede usar el símbolo. Por ejemplo, Marlboro no puede anunciarse en muchos países europeos debido a las restricciones legales sobre la publicidad de cigarros; no obstante, Philip Morris presenta anuncios que muestran solamente al vaquero Marlboro, conocido en todo el mundo. <br />
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El mercadólogo internacional tiene una serie de opciones para escoger una estrategia de marca. Puede optar por ser un fabricante por contrato a un distribuidor o establecer marcas nacionales, regionales o mundiales. <br />
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El establecimiento de marcas con reconocimiento mundial es difícil; ¿cómo puedes establecer comerciante de productos de consumo marcas mundiales cuando vende 800 productos en más de 200 países, la mayoría de ellos bajo diferentes nombres? Esta es la situación de Gillette. Un ejemplo típico es el acondicionador para el cabello Silkience, que se vende como Soyance en Francia, Sientel en Italia y Silkience en Alemania. A pesar de esto, Gillette ha anunciado un programa de estandarización de los nombres de marcas, empaque y publicidad. Estandarizar los nombres para cosechar beneficios promociónales puede ser difícil porque un nombre particular ya puede estar establecido en cada mercado y la acción de lugar a objeciones de los administradores locales. <br />
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El poder psicológico de las marcas es enorme. Las encuestas de productos de consumo estadounidenses han demostrado que la marca número uno en una categoría de producto estará ganando un rendimiento de 20%, la marca número dos alrededor de 5% y el resto estará perdiendo dinero. <br />
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La lealtad a la marca se traduce en utilidades a pesar que las marcas favorecidas no sean superiores por ninguna medida tangible. <br />
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Es difícil y caro estructurar marcas nuevas y como resultado, la compañía puede buscar un lazo con algo hacia lo que el cliente sienta positivamente. Por ejemplo, una pequeña compañía en Hong Kong comercializa una línea de producto llamada American Nº.1 esto es porque el mercado prefiere los productos estadounidenses. <br />
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Para evitar problemas con los nombres de la marcas en los mercados extranjeros, Name lab, un laboratorio en California para el desarrollo y prueba de nombres, sugiere estos enfoques: <br />
<br />
1. Traducción. Little PEN inc. sería por ejemplo la Petite Plume, S.A. <br />
<br />
2. Transliteración. Requiere la prueba de que una marca existente no tenga un significado implícito en el idioma del mercado proyectado. <br />
<br />
3. Transparencia. Puede usarse para desarrollar un nombre de marca nuevo, básicamente sin significado para disminuir las complejidades de la marca registrada, problemas de transliteración y complejidades de traducción. <br />
<br />
4. Trans-cultural. Significa usar un nombre en idioma extranjero para una marca. <br />
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La marca de fábrica debe protegerse registrándola en cualquier mercado donde no exista incluso una remota oportunidad de usarlas. Esto requiere de vigilancia constante, lo cual descubrió McDonald,s inmovilizó el nombre en Valencia y Maracaibo, dos de la ciudades más grandes, para sus restaurantes de comida rápida presentando una taza de plástico con popotes en forma de arco como el logotipo estadounidense y un lema publicitario que dice “Millones y millones serán atendidos”. <br />
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En algunos mercados el gobierno solicita cambios en el nombre de la marca. En Correa las palabras extranjeras innecesarias son excluidas; por ejemplo, Sprite ha sido renombrado Kin. La misma situación ha surgido en México, donde la marca local se usa principalmente para controlar a las compañías extranjeras en términos del apalancamiento de marketing que tendrían con una marca universal. <br />
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PRESENTACIÓN <br />
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Las adaptaciones en el estilo, color, tamaño y otras características de presentación del producto son más comunes en marketing de consumo que en marketing industrial. El color juega un papel muy importante en la forma en que los consumidores perciban un producto y los mercado logos deben estar conscientes de la señal que envía mediante el color del producto. <br />
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El color puede usarse para la identificación de la marca por ejemplo, el amarrillo para hertz, el rojo para avis y el verde para nacional. Sirve para reforzar la característica; por ejemplo, Honda adopto el color negro para dar a sus motocicletas una apariencia de Darth Vader, mientras que el Rolls Royce usó una deslumbrante pintura color plata que indica lujo. <br />
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USOS DEL PRODUCTO <br />
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El mercado logó internacional debe ser abierto a las ideas que proponen nuevos usos del producto ofrecido. Los nuevos usos pueden expandir sustancialmente el potencial del producto. <br />
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Por ejemplo, Turbo Tek inc, que produce un accesorio para lavar carros, ha descubierto que los clientes extranjeros han expandidos las funciones del producto. <br />
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En Japón, Turbo-Wash se usa para limpiar el bambú y el uso holandés es para lavar ventanas, plantas y los recubrimientos de sus casas. <br />
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METODO DE OPERACIÓN <br />
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El producto tal como se ofrece en el mercado nacional puede no ser funcional en el mercado extranjero. Una de las principales diferencias enfrentadas por los fabricantes de electrodomésticos son los sistema de energía eléctrica. Existen variaciones dentro de un país, como Brasil. Un exportador puede saber acerca de estas diferencias por los representantes del gobierno local o las diversas publicaciones de comercio como Electric Current Abroad del departamento de comercio de Estados Unidos. Los exportadores deben determinar por sí mismos los ajustes que se requieren observando los productos competitivos o hacer que una entidad local pruebe su producto. Muchos factores de complicación pueden eliminarse en el futuro mediante el esfuerzo de estandarización realizada por las organizaciones internacionales y por la conversión de muchos países al sistema métrico. <br />
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Algunas compañías han ajustado sus producto para funcionar en diferentes sistemas; por ejemplo, el equipo de videograbadora que grabará y reproducirá en sistemas de color diferentes. <br />
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Los errores más evidentes en marketing internacional resultan de la falla de los exportadores en ajustar sus productos a los sistemas locales. Pero los diferentes sistemas y ambiente de operación también proporcionan oportunidades. Cuando Canadá adoptó el sistema métrico en 1977-1978, muchas compañías estadounidenses fueron afectadas. Por ejemplo, Perfect Measuring Tape Company en Toledo, tuvo que convertirse al sistema métrico si quería continuar vendiendo cinta de medir de papel desechable para compañía textiles en Canadá. Una vez que se hizo la conversión, la compañía descubrió todo un mundo de mercado sin explotar. Pronto empezó a embarcar casi el 30% de su cinta a mercados extranjeros tan distintos como Australia y Zimbabwe. <br />
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CALIDAD <br />
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Muchos exportadores occidentales enfatizan la calidad en sus estrategias porque no pueden competir sólo con el precio. Muchos exportadores nuevos compiten sobre el valor en los segmentos particulares en los cuales han escogido competir. En algunos casos, los fabricantes de fabricantes de productos asiáticos más baratos han obligado a los mercado logos internacionales a reexaminar sus estrategias, permitiéndoles conseguir contratos con base en la ventaja técnica. Para mantener una posición de superioridad del producto, las compañías exportadoras deben invertir en investigación y desarrollo para nuevos productos, así como métodos de fabricación. Por ejemplo, Sargent and Burton, un pequeño productor australiano de botes de carrera de alta tecnología, invirtió en tecnología para desarrollar botes de carrera modernísimos que han demostrado tener éxito en la competencia internacional contra las complejas entradas del extranjero. <br />
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Importante aspecto en el mejoramiento de la calidad es un énfasis en el diseño. Algunos países como Singapur Y Taiwán, proporcionan asistencia financiera para ayudar a las compañías a mejorar el diseño del producto. Las concesiones en efectivo ayudan a diferir los costos del diseño y los programas orientados a la publicidad editorial aumentan el conocimiento total del diseño. Cada vez más muchos exportadores se dan cuentan de que deben cumplir con los estándares ISO para competir por los negocios en el extranjero y conseguir contratos de corporaciones multinacionales. <br />
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SERVICIOS <br />
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Cuando un producto se vende en el extranjero requiere reparaciones, partes o servicios, el problema de obtener, capacitar y mantener un personal especializado en ingeniería y mantenimiento no es fácil. Si el producto se descompone y los acuerdos sobre reparación no están a la par del estándar, la imagen del producto será afectada. En algunos casos, los productos en el extranjero no son utilizados para su propósito proyectado y de esta manera pueden requerir modificaciones no sólo en la configuración del producto, sino también en la frecuencia del servicio. <br />
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Por ejemplo, las barredoras de nieve exportada desde Estados Unidos se usan para quitar la arena de las aceras en Arabia Saudita. Relacionado estrechamente con el servicio está el aspecto de las garantías del producto. Las garantías no sólo son instrucciones para los clientes sobre qué hacer si el producto falla dentro de un periodo específico, sino también son herramientas promociónales efectivas. <br />
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EFECTOS DEL PAIS DE ORIGEN <br />
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El país de origen de un producto, comunicado generalmente, tiene una influencia considerable sobre las percepciones de calidad de un producto. En el mercado internacional un estudio de los compradores de herramientas mecánicas descubrió que Estados Unidos y Alemania occidental fueron clasificados más alto que Japón, con Brasil por debajo de los tres. Estos tipos de resultados indican que el mercado logo internacional debe tomar los pasos necesarios para vencer o, por lo menos, neutralizar las desviaciones. Este aspecto puede ser particularmente importante para los países en desarrollo, que necesiten incrementar las exportaciones y para los importadores, que abastecen los productos desde los países diferentes de aquellos donde se venden. <br />
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A algunos productos les ha ido bien en el mercado internacional a pesar de las operaciones negativas del país de origen. Por ejemplo, a los tractores Belarus (fabricados tanto en Belarus como en Rusia) les ha ido bien en Europa y Estados Unidos no sólo por sus precios razonables, sino también debido a su resistencia. <br />
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Los efectos del país de origen disminuyen a medida que los clientes llegan a estar más informados. A medida que más países desarrollan las bases necesarias para fabricar los puntos, el origen de los productos llega a ser menos importante. Esto ya se aprecia con los llamados productos híbridos (por ejemplo, una compañía multinacional estadounidense que fabrica el producto en la malasia). <br />
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CONSIDERACIONES DE LA COMPAÑÍA <br />
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Antes de lanzar un producto en el mercado internacional, el mercadólogo debe considerar las capacidades organizacionales, así como la naturaleza del producto y el nivel de adaptación necesarios para acomodar las diversas diferencias relacionadas entre los mercados nacionales e internacionales. <br />
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La adaptación del producto llega al punto culminante en la pregunta: “?vale la pena?” la repuesta depende de la capacidad de La compañía para controlar los costos, estimar correctamente el potencial del mercado y, finalmente, asegurar la rentabilidad, en especial en el largo plazo. <br />
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Desde el punto de vista financiero, algunas compañías tienen niveles de recuperación de la inversión muy específicos, con los cuales debe cumplir antes de la adaptación, mientras que algunos dejan que varíe como una función del mercado considerado y también del tiempo en el mercado, es decir, la rentabilidad puede comprometerse al inicio por la entrada apropiada al mercado. Muchas compañías aspiran a la consistencia en sus esfuerzos de marketing. Lo cual se traduce en el requisito de que todos los productos se ajusten en término de calidad, precio y percepciones del usuario. Un ejemplo donde puede ser difícil controlar la consistencia es el área de las garantías. <br />
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Un elemento importante de la decisión de adaptación tiene que ser la consideración de los recursos humano, es decir, las personas que toman las decisiones apropiadas. Se necesitan personas dispuestas a tomar decisiones arriesgadas y que conozcan sobre las condiciones existentes del mercado. Una característica del auge de las exportaciones estadounidenses a fines de los ochenta fue que los extranjeros y los inmigrantes fueron los primeros en ver las oportunidades en el extranjero. Los administradores nacidos en el extranjero buscan productos que muchos estadounidenses pasan por alto o consideran demasiado difíciles para el mercado internacional. <br />
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FALSIFICACIÓN DEL PRODUCTO <br />
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Los productos falsificados son aquellos que tienen una presentación no autorizada de una marca registrada, invento patentado o una obra con derechos de autor que está protegida legalmente en el país donde se comercializa. La Comisión del Comercio Internacional estima que las compañías estadounidenses pierden un total de 60 mil millones de dólares cada año por la falsificación de productos y otras violaciones de la propiedad intelectual. Las industrias más afectadas son las de rápido crecimiento y más innovadoras, como la de software computacional, la farmacéutica y la de entretenimiento. <br />
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La practica de la falsificación del producto se ha ampliado a los productos de alta tecnología y los servicios de productos falsificados tradicionalmente: bienes de consumo de alta visibilidad y nombre de marca fuerte. <br />
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DECISIONES REFERENTES A LA MARCA <br />
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Al desarrollar una estrategia de mercadotecnia para productos individuales, el vendedor tiene que tomar decisiones referentes a la marca. El establecimiento de la marca es un asunto importante en la estrategia del producto. Por una parte, el desarrollo de una marca de producto necesita una gran cantidad de gastos en inversiones a largo plazo, sobre todo en publicidad, promoción y empaque. sería más fácil para el fabricante hacer el producto para otros marcas. Esto fue lo pasó con los fabricantes de Taiwán, que fabrican una gran cantidad de ropa, aparatos electrónicos y computadoras, pero no bajo marcas nominales. <br />
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Por otra parte, estos fabricantes notan que el poder está junto con las compañías con marcas nominales. Estas pueden reemplazar a sus fabricantes en Taiwán con proveedores más baratos en Malasia o algún otro lugar. En cambio, las empresas Japonesas y de Corea del Sur no cometieron este error. Ellos gastan generosamente para crear marcas nominales para sus productos en casa, las marcas siguen gozando de la lealtad del cliente. <br />
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Se dice que una marca nominal poderosa tiene la preferencia del consumidor. Esto resuelta evidente cuando un número suficiente de clientes exigen esa marca y rechazan un sustituto, aunque éste sea más barato. Las compañías que desarrollan una marca con una fuerte preferencia del consumidor están un poco aisladas de la estrategia promocional de los competidores. <br />
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Compañías como Procter&Gamble, Caterpillar, IBM, y Sony han logrado notable fuerza de marca en la compañía. Esta se mide por la proporción de mercados /productos donde la compañía es líder o co-líder. Así, la notable reputación de su mercadotecnia de P&G recae en el hecho de que es líder en una gran proporción de sus mercados / producto que sirve. <br />
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Antes de seguir, debemos familiarizarnos con los términos relacionados con la marca. <br />
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ÿ Marca, es un nombre, término, signo, símbolo, diseño o una combinación de éstos con que se pretende identificar los bienes o servicios de un vendedor o grupo de vendedores y diferenciarlos de aquellos de los competidores. <br />
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ÿ Marca Nominal. Es la parte de la marca que puede vocalizarse – la parte pronunciable, como por ejemplo: Avon, Chevrolet, Disneylandia, American Express y UCLA. <br />
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ÿ Logotipo de la marca. Es la parte de la marca que puede reconocerse pero que no es pronunciable, como puede ser un símbolo, un diseño, una combinación de colores o letras distintas. Ejemplo el conejito de play boy. <br />
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ÿ Marca registrada. Es una marca o parte de ésta a la cual se da protección legal, en virtud de que se puede poseer en forma exclusiva. Una marca registrada protege los derechos de exclusividad del vendedor para el uso de la marca nominal y / o el logotipo de la marca. <br />
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ÿ Derechos de autor. Es el derecho legítimo exclusivo para reproducir, publicar y vender la materia y la forma de una obra literaria, musical o artística. <br />
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DECISIÓN CON RESPECTO A LA MARCA <br />
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La primera decisión a tomarse es si la compañía debe ponerse una marca nominal a su producto. En el pasado, la mayoría de los productos no tenían marca. Los productores y los intermediarios vendían sus productos en barriles, arcones o cajas sin ninguna identificación del proveedor. Los primeros indicios de marca tuvieron lugar en los esfuerzos de las comunidades medievales que requirieron que los artesanos pusieran marcas registradas en sus productos para protegerse a sí mismo y a los consumidores contra su calidad inferior. Así mismo, en las bellas artes se empezó a poner marca en las obras, al ser firmadas éstas por los artistas. <br />
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En Estados Unidos los primeros promotores de la marca fueron los productores de medicinas de patente, pero el desarrollo real de la marca ocurrió después de la Guerra Civil con el crecimiento de las firmas nacionales y de los medios publicitarios nacionales. Algunas de las primeras marcas todavía sobreviven, como son la leche condensada Borden, la avena Quaker, vaseline y el jabón Ivory. Hoy en día, la marca es tan fuerte que resulta difícil que algo no lo tenga. <br />
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En algunos se ha vuelto a la práctica de “no poner marca” a ciertos bienes de consumos básicos o productos farmacéuticos. Correfour, los famosos hipermercados franceses, introdujeron una línea “sin marca”, a principios d0 los setentas. En 1977, Jewel Food Sotres, una gran cadena de supermercado con base en Chicago introdujo una línea “genérica” de cuarenta artículos. Los productos genéricos no tienen marca, tienen un envase sencillo y versiones menos costosas de los productos que se adquieren normalmente en los supermercados, como son el espagueti, las toallas de papel y los duraznos en conserva. Ofrecen calidades estándar o más bajas a un precio que puede ser 30 a 50 por ciento menor que el de los artículos con marca propia del detallista. Es posible ofrecer un precio más bajo debido a que los ingredientes son de menor calidad, el costo de la etiquetación y del envase es menor y a la mínima publicidad. No obstante, los productos genéricos son satisfactorios como para que más del 70 por ciento de los consumidores que los han adquirido digan que volverían a comprarlos. Los productos genéricos representan un gran reto a las marcas de alto precio y para las marcas débiles de la industria alimentaría, los bienes domésticos y la industria farmacéutica. Las marcas nacionales han luchado de diferentes maneras contra los productos genéricos. <br />
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Otras compañías simplemente han reducidos sus precios para competir con los productos genéricos, pero aún así los productos genéricos han seguido incrementando su participación en el mercado, de 1.1% en 1979 y a 4.1% en l982. ¿Porqué prefiere los vendedores poner una marca a sus productos a pesar de que esto representa claramente un costo, en base, etiquetación, protección legal y un riesgo en caso de que el producto no resulte satisfactorio para el usuario?. Resulta que el poner una marca proporciona varias ventajas al vendedor. <br />
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1. La marca nominal facilita al vendedor el procesamiento de las órdenes y la localización de los problemas. Así anheuser busch recibe una orden por cien cajas de botellas de cervezas michelob en lugar de una orden por “por algunas de sus mejores cervezas”. Es mas, el vendedor encuentra mas fácil seguir la pista del pedido si se hiciera un embarque equivocado o determinar la razón de la cerveza se arranciara en caso de queja de los clientes. <br />
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2. La marca nominal del vendedor y la marca registrada proporcionan protección legal a las características únicas del producto que de otra manera serían copiadas por los competidores. <br />
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3. El poner una marca da al vendedor la oportunidad de atraer un grupo de consumidores leales y rentables. La lealtad a la marca proporciona cierta protección a los vendedores contra la competencia y mayor control en la planificación de su mezcla de mercadotecnia. <br />
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4. La marca ayuda al vendedor a segmentar los mercados. En lugar de que P&G venda un simple detergente pueda ofrecer ocho marcas de detergentes, cada una con una formulación algo diferentes, y dirigidas a segmentos que buscan un beneficio específico. <br />
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5. Las buenas marcas ayudan a la formación de la imagen corporativa; al portar el nombre de la compañía, colaboran anunciando la calidad y el tamaño de la empresa. Existe evidencia de que los distribuidores quieren marcas nominales como un medio para facilitar mas el manejo del producto, para identificación de los proveedores, para mantener cierto nivel de calidad en la producción y para incrementar la preferencia del comprador. Los consumidores quieren marcas nominales porque los ayudan a identificar las diferencias de calidad y a comprar con mayor eficiencia. <br />
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DECISIÓN RELATIVA AL PATROCINADOR DE LA MARCA <br />
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Al decidir ponerle marca a un producto, el fabricante tiene varias opciones con respecto al patrocinio de la marca. Puede lanzarse el producto con marca del fabricante o con una marca nominal concesionada. O bien, el fabricante puede suministrar el producto a intermediarios quienes le ponen una marca de distribuidor. También, el fabricante puede poner su propio nombre a algo de su producción que se vende bajo etiquetas del distribuidor. <br />
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¿Por qué se preocupan los intermediarios en patrocinar sus propias marcas? Tienen que encontrar proveedores calificados que puedan entregarles una calidad consistente. Tiene que ordenar grandes cantidades y entretener su capital en inventario. Tienen que gastar en promover su etiqueta privada. Tienen que correr el riesgo de que si el producto que lleva su etiqueta no es bueno se desarrollará en el cliente una actitud negativa hacía sus otros productos. <br />
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A pesar de estas desventajas potenciales, los intermediarios desarrollan marcas privadas porque estas pueden ser rentables. Buscan fabricantes con exceso de capacidad, los cuales fabricaran productos con etiqueta privada a un costo bajo. Otros costos, como publicidad y distribución física también pueden ser bajos. Esto significa que el poseedor de la marca privada está en posibilidades de cargar un precio reducido y lograr un alto margen de utilidad. También puede desarrollar marcas de tiendas que atraen clientes a sus tiendas. a la competencia entre las marcas de los fabricantes y las de los intermediarios se llama la guerra de las marcas. En esta confrontación los intermediarios tienen muchas ventajas. <br />
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Los intermediarios tienen especial cuidado en mantener la calidad de sus marcas y de esta manera crear la confianza del consumidor. Las marcas de tiendas suelen tener precios mas bajos que las marcas de productos similares de los fabricantes, atrayendo así a los compradores concientes del presupuesto, especialmente en época de inflación. Los intermediarios exhiben sus productos con mas prominencia y se aseguran de que haya mas existencia. Como resultado de lo anterior, el dominio anterior de las fabricantes se esta debilitando. Algunos comentaristas de mercadotecnia pronostican que las marcas de los intermediarios eliminará finalmente casi todas las marcas de los fabricantes mas fuertes. <br />
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Los fabricantes de las marcas nacionales se sienten frustrados y se inclinan a gastar mucho en publicidad dirigida al consumidor y en promoción para mantener una sólida preferencia de su marca. En consecuencia, su precio tiene que ser algo mas elevado para cubrir esta promoción. Al mismo tiempo los distribuidores masivos, los presionan considerablemente para que se destinen mas dinero a la promoción en bonificaciones y regalos, si es que quieren un espacio adecuado en los anaqueles. Una vez que los fabricantes empiezan a ceder tienen menos recursos para gastar en promoción para el consumidor y su liderazgo de marca empieza a declinar. Este es el dilema de los fabricantes de marcas nacionales. <br />
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DECISIÓN A CERCA DE LA MARCA FAMILIAR <br />
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Los fabricantes que ponen marcas a sus productos enfrentan disyuntivas posteriores. Puede hacerse una distinción de cuatro estrategias para el hombre de la marca: <br />
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1. Marcas nominales individuales. Esta política la siguen procter & gamble y genesco. <br />
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2. Un nombre familiar que cubra todos los productos. Esta política la sigue Heinz & General Electric. <br />
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3. Nombres familiares separados por todos los productos. Esta política la sigue Sears. <br />
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4. El nombre registrado de la empresa en combinación con nombres individuales de los productos. Esta política la sigue Kellogg’s. <br />
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Los competidores de una misma industria suelen adoptar diferentes estrategias para el nombre de la marca. ¿Cuáles son las ventajas de la estrategia de las marcas nominales individuales?. Una ventaja importante es que la compañía no vincula su prestigio a la aceptación del producto. Si este fracasa o parece que tiene baja calidad, el nombre del fabricante no se ve comprometido. Un fabricantes de relojes de alta calidad como Seiko, puede introducir líneas de relojes de menor calidad sin debilitar el nombre de Seiko. La estrategia de las marcas nominales individuales permite a la firma buscar el mejor nombre para cada producto. Un nuevo nombre permite la creación de una nueva emoción y de una nueva convicción. <br />
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DECISIÓN RELATIVA A LA EXTENSIÓN DE LA MARCA <br />
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La estrategia de extensión de la marca es todo esfuerzo realizado para extender una marca nominal de éxito para el lanzamiento de productos de líneas nuevo o modificado. Armour utilizó su marca nominal Dial para lanzar una variedad de nuevos productos que no hubieran sido distribuidos fácilmente de no llevar el nombre Dial. Como estrategia, la extensión de la marca ofrece varias ventajas. La compañía puede usar una marca nominal sólida para dar reconocimiento instantáneo a un nuevo producto. La compañía ahorra los costos de publicidad involucrados en la familiarización de los consumidores con un nuevo nombre. <br />
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Pero, al mismo tiempo, la estrategia de extensión de la marca conlleva cierto riesgo. Extensiones de marcas como las pantimedias Bic y la gomo de mascar life Savers, encontraron una muerte temprana. La marca nominal podría ponerse a un producto que decepcionara al consumidor y lesionara su estimación por otros productos de la empresa. <br />
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DECISIONES RELATIVAS AL ENVASE Y LAS ETIQUETAS <br />
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Muchos de los productos físicos que salen al mercado deben ser envasados y etiquetados. El envase puede jugar un papel secundario (ejemplo. Partes económicas de hardware) o un papel importante (ejemplo. Cosméticos). Algunos envases como la botella de Coca-Cola y el recipiente de L’egg son mundialmente famosos. Muchos mercado logos han llamado al envase el quinto elemento, junto con el precio, el producto, la distribución y la promoción. Sin embargo, la mayorías de los mercado logos se refieren al envase como a un elemento de la estrategia del producto. <br />
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El desarrollo de un envase eficaz para un nuevo producto requiere de varias decisiones. La primera labor es establecer el concepto envase, que define lo que el envase debe ser o hacer para el producto específico, ¿la(s) función(es) principal(es) del envase es la de ofrecer al producto protección superior, introducir un nuevo método de distribución, sugerir determinadas cualidades acerca del producto o de la empresa o alguna otra?. <br />
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Deben tomarse decisiones sobre elementos adicionales del empaque, tamaño, forma, materiales, color, texto. Debe decidirse si el envase lleva mucho o poco texto, celofán u otras películas transparentes, un plato de plástico o laminado, etc. Los diferentes elementos del envase deben también estar en armonía con las decisiones sobre precio, publicidad y otros elementos de mercadotecnia. Una vez diseñado el envase, debe probarse. El desarrollo de un envase eficaz puede costar algunos cientos de miles de dólares y llevar desde unos meses hasta un año. La importancia del envase no puede sobreestimarse al considerar las funciones que desempeña para atraer y satisfacer a los clientes. Sin embargo, las compañías deben poner atención en las crecientes inquietudes ambientales respecto del envase y tomar decisiones que sirvan a los intereses de la sociedad, así como los objetivos inmediatos del cliente y de la empresa. <br />
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Los vendedores deben etiquetar sus productos. La etiqueta puede ser un simple marbete adherido al producto o un trabajo de diseño gráfico muy elaborado que forma parte del envase. Puede llevar únicamente la marca nominal o gran cantidad de información. <br />
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La etiqueta desempeña varias funciones. La etiqueta identifica al producto a la marca, por ejemplo el nombre Sunkist estampado en naranjas.Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-71208416321264096632012-05-02T11:11:00.002-07:002012-05-02T11:11:44.679-07:00TEORÍA DE PRODUCCIÓN. EL MERCADO DE FACTORES PRODUCTIVOSEn este tema nos centraremos en el estudio de una de las mitades del flujo circular de la renta, el mercado de factores productivos.<br />
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Tenemos que conocer el por qué de la existencia del mercado de factores productivos. Nos encontraremos con la pregunta de ¿Cuánto producir?<br />
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LA empresa absorbiendo factores productivos y materias primas genera una serie de productos, es decir, existe una coordinación de los factores productivos para lograr el producto, que es común a todos los procesos de producción. Lo que hace que varíe el producto son las materias primas.<br />
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Dadas unas determinadas materias primas, el proceso de producción siempre será una combinación de Capital (K) y Trabajo (L). Esto se expresará del siguiente modo, donde q es a cantidad de producto y f significa función<br />
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q = f (K,L)<br />
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En la función se introducen las materias primas, consideradas bienes intermedios, pues estas no se incorporarán al PIB más adelante.<br />
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Definición:<br />
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Trabajo: Variable flujo, variable de una forma instantánea.<br />
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Capital: Es la maquinaria, instalaciones, etc., necesarias para la producción.<br />
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Como hemos dicho antes, los participantes del proceso productivo son K y L, pues las materias primas están incorporadas. Los factores productivos se combinan, pero varían en el plazo:<br />
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Largo plazo: Situación en la cual todos los factores productivos (K, L) son variables.<br />
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Corto plazo: Situación en la que solamente el trabajo es variable, y el capital lo entendemos como fijo.<br />
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Ha de existir un decidor en la función de producción. Este decidor ha de tomar aquellas decisiones siempre óptimas para las empresas. Son decisiones racionales.<br />
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A estas decisiones óptimas las llamaremos decisiones en el margen. Al tratarse de corto plazo, el decidor sólo puede decidir la cantidad de trabajo empleada, pues entendemos que el capital el constante.<br />
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Función de producción en el corto plazo:<br />
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Una de las principales propiedades de la función de producción en el corto plazo es la siguiente:<br />
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Ley de rendimientos decrecientes.<br />
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En el corto plazo, cuando algún factor es fijo, en algún momento aparecen los rendimientos marginales decrecientes, es decir, que en algún momento la absorción del factor trabajo, aumentará la producción, pero cada vez en menor proporción:<br />
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Existen pocos contraejemplos a la ley de rendimientos marginales decrecientes.<br />
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Los productos medios<br />
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Supongamos que la función de producción, f, es continua, presentando en primer lugar rendimientos crecientes y continuando con los rendimientos marginales decrecientes:<br />
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De esta función de producción extraemos las fórmulas de los productos medios:<br />
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Producto medio: Es la producción por unidad de factor empleada:<br />
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El producto medio es fácilmente contabilizable,<br />
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Producto marginal: Es la primera derivada de la función de producción, f’(l). Consiste en observar como incrementa la producción según se incorpora más trabajo, es decir, el rendimiento del último trabajador incorporado:Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-63712544871680463542012-05-02T11:10:00.000-07:002012-05-02T11:10:22.937-07:00CARACTERISTICAS PERSONALES QUE INFLUYEN EN EL COMPORTAMIENTO DEL CONSUMIDORObjetivo:<br />
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El estudio del comportamiento del consumidor tiene que ver no solo con lo que los consumidores compran, sino con las razones por las que compran, cuándo, dónde y cómo compran, y con qué frecuencia lo hacen. Tiene que ver con el aprendizaje del significado específico que los productos tienen para los consumidores. Por ello el objetivo es hacer un estudio del comportamiento para así establecer un buen estudio de mercado y conocer las exigencias del consumidor.<br />
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Factores que serán tratados:<br />
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Culturales: Cultura, subcultura y clase social.<br />
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Sociales: Grupos de referencia, familia y función y estatus.<br />
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Personales: Edad y etapa de ciclo de vida, ocupación, circunstancias económicas, estilo de vida, personalidad y concepto de si mismo.<br />
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Psicológicas: Motivación, percepción, aprendizaje, creencias y actitud.<br />
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FACTORES CULTURALES:<br />
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Cultura:<br />
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El estudio de la cultura es el estudio de todos los aspectos de una sociedad: su lenguaje, conocimientos, leyes, costumbres, etc. que otorgan a esa sociedad un carácter distintivo y su personalidad. En el contexto del comportamiento del consumido, se define a la cultura, como la suma de creencias, valores y costumbres adquiridas y transmitidas de generación en generación, que sirven para regular el comportamiento de una determinada sociedad. <br />
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El impacto de su cultura en la sociedad es tan natural y tan enraizado que su influencia en el comportamiento es notable. La cultura ofrece orden, dirección y guía a los miembros de una sociedad en todas las fases de su resolución de problemas humanos. La cultura es dinámica y gradual, y contínuamente se transforma para adecuarse a las necesidades de la sociedad.<br />
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La cultura se aprende como parte de la experiencia social. Desde niño se adquiere el entorno de una serie de creencia, valores y costumbres que contribuyen a su cultura. Ellos se adquieren a través del aprendizaje formal, informal y técnico. La publicidad mejora el aprendizaje formal mediante el refuerzo de modelos deseables de comportamiento o de expectativas y mejora el aprendizaje informal proveyendo modelos de comportamiento. Debido a que la mente humana tiene la capacidad de absorber y procesar la comunicación simbólica, la comercialización puede promover exitosamente productos tangibles e intangibles y conceptos de productos a través de medios masivos.<br />
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Los elementos de la cultura se transmiten por tres instituciones: la familia, la iglesia, y la escuela. Una cuarta institución juega un rol mayor en la transmisión de la cultura, son los medios de comunicación, tanto a través de los contenidos editoriales como de la publicidad.<br />
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Algunas manifestaciones de la cultura.<br />
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1. Carácter nacional <br />
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2. Subcultura <br />
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3. Lenguaje no verbal: posturas, gestos, preferencia alimentarías. <br />
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4. Importancia de los símbolos, tabúes, prohibiciones, actitudes rituales (ritos de trancisión: la graduación, el matrimonio, la jubilación y la muerte) <br />
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Este significado cultural se extrae del mismo mundo de la cultura y se transfiere a un bien de consumo a través de la publicidad y del sistema de modas. Luego se transfiere a esos bienes a la conducta del consumidor mediante ciertos rituales de consumo<br />
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Subcultura:<br />
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El análisis subcultura permite al mercadólogo segmentar el mercado para llegar a las necesidades, motivaciones, percepciones y actitudes que son compartidas por los miembros un grupo subcultural específico. <br />
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Una subcultura es un grupo cultural distinguible que existe como un sector identificable dentro de una sociedad más grande y compleja. Sus miembros poseen creencias, valores y costumbres que los apartan de otros miembros de la misma sociedad. Las principales categorías subculturales son: las de nacionalidad, raza, religión, la localización geográfica, la edad, el sexo y la educación.<br />
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Subcultura étnica: Atiende a los orígenes. Descendencia de ancestros comunes: tienden a visir en forma cercana, suelen casarse con personas del mismo grupo, comparten el sentido de pertenencia. <br />
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Subcultura de los jóvenes. El mercado de los adolescentes no solo gasta mucho dinero propio, sino que hacen gastar a sus familiares también. Los niños influyen mucho en las decisiones de consumo familiares. Las corporaciones aprovechan la tendencia persistente de los niños en la búsqueda de un nuevo producto. <br />
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Cuando se diseñan mensajes para el mercado de jóvenes se debe tener en cuenta las siguientes pautas: <br />
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1. Nunca menospreciar a los jóvenes <br />
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2. Ser total, absolutamente e incondicionalmente sincero <br />
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3. Reconocer a los jóvenes el mérito de estar motivados por valores racionales <br />
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4. Ser lo más personal posible <br />
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Subcultura de las personas de edad avanzada. Es necesario reconocer ciertas características desfavorables: <br />
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1. Son conservadores <br />
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2. Poseen menos de la mitad del ingreso de toda la población <br />
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3. Sus facultades mentales pueden estar alteradas <br />
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4. Tienen mala salud<br />
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5. Suelen aislarse de la gente <br />
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Los longevos realizan compras cerca de su casa y muestran atención hacia las sugerencias de producto y marca que indica el vendedor. <br />
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Una estrategia de promoción que da buenos resultados es la denominada “transgeneración” en la que adultos, niños y ancianos aparecen todos juntos. Además debe procurarse en el mensaje: <br />
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1. Que sea sencillo <br />
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2. Que contenga elementos familiares <br />
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3. Paso por paso <br />
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4. Dar preferencia a los medios impresos <br />
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5. Aprovechar el contexto apelando a la evocación <br />
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Clase social:<br />
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Las clases sociales son multidimensionales puesto que se fundan en numerosos componentes: no son equivalentes al ingreso; o a algún otro criterio aislado ni estén determinadas en consecuencia por alguno de ellos. El ingreso suele ser un indicador engañoso de la posición en la clase social. <br />
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La estructura de clases sociales puede cubrir un rango que va de dos a nueve clases. Una clasificación usada frecuentemente las divide en cinco grupos: alta, media alta, media, media baja, baja. Los perfiles de cada una de estas clases indican que las diferencias socioeconómicas se reflejan en diferencias de actitudes, en actividades de tiempo libre y en hábitos de consumo. <br />
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La investigación a revelado diferencia entre las clase en cuanto a los hábitos de indumentaria, decoración del hogar, uso del teléfono, uso del tiempo libre, preferencia de los lugares de compra y hábitos de ahorro, gastos y uso de créditos. Todo ello puede utilizarse estratégicamente en comercialización. Los estudios de la insatisfacción del consumidor, revelan una relación entre el tipo de problemas que plantea el consumidor y la clase social. <br />
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FACTORES SOCIALES<br />
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Grupos de referencia:<br />
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Los grupos de referencia son aquellos que sirven como un marco de referencia para los individuos en sus decisiones de compra. Este concepto básico proporciona una perspectiva valiosa para entender el impacto de otras personas sobre las creencias, actitudes y comportamiento de consumo de un individuo. También proporciona algunos indicios hacia los métodos que pueden usarse para dar efecto a cambios deseados en el comportamiento del consumidor.<br />
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Las cuatro razones por las cuales los grupos de referencia influyen en las decisiones de compra son:<br />
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• Según regularidad de contacto: Grupo primario: En este grupo se interactúa constantemente con los demás influyendo sobre los valores o comportamientos generales. El grupo que más influencia tiene en una persona desde la infancia es la familia porque esta está a menudo en la mejor posición para influir sobre las decisiones de la persona como consumidor. La importancia de la familia se basa en la frecuencia de contacto que la persona tiene con otros miembros de la familia y el grado de influencia que la familia tiene sobre el establecimiento de un amplio rango de valores, actitudes y comportamiento.<br />
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• Según estructura jerárquica: Grupo formal: son aquellos en el cual los papeles de los miembros y el propósito del grupo están claramente definidos. Ejemplo: Los bomberos con funcionarios electos y miembros que se reúnen regularmente para discutir temas de interés cívico, sería clasificado como un grupo formal porque tiene una estructura bastante definida, papeles específicos, niveles de autoridad y metas específicas.<br />
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Este grupo influye en la decisión de compra porque proporciona un intercambio de información que influye en la compra porque estos buscan un interés en particular. <br />
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• Según membresía o aspiración: En este grupo en el cual no hay un contacto directo pero se quiere ser miembro de ese grupo, hay una influencia positiva sobre las actitudes o el comportamiento de esa persona en la decisión de compra. Ejemplo: Un joven quiere pertenecer al equipo de fútbol de su universidad, pero todo el equipo utiliza solamente una referencia única de guayos Nike y para poder pertenecer a el equipo de fútbol necesita comprar los guayos Nike. En este ejemplo se pudo ver la gran influencia que tiene este tipo de grupo en la influencia de compra ya que para poder la persona pertenecer a él necesita cumplir un requisito.<br />
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• Grupo simbólico: El consumidor o usuario en el momento de comprar se ve influenciado por las actitudes y los valores de este grupo ya que a pesar de actuar como tal no tiene las probabilidades de pertenecer, pero influye mucho en su decisión de compra porque al momento de comprar prefiere tener determinado producto de determinada marca porque quiere imitar a una persona o un grupo de personas en el modo de vestir o en su estilo de vida. <br />
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Familia:<br />
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Los miembros de la familia influyen mucho en el comportamiento del comprador y siendo esta organización el principal organismo de compradores y consumidores de la sociedad, ha sido ampliamente estudiada. A los mercadologos les interesan las funciones y la influencia del esposo. La esposa y los hijos en la adquisición de diversos productos y servicios.<br />
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La participación de esposo y la esposa varían ampliamente deacuerdo con la categoría del producto y la etapa del proceso de compra; el papel del comprador cambia conforme evolucionan los estilos de vida. Tradicionalmente la esposa ha sido el principal agente comprador de la familia, especialmente en el caso de loa alimentos, productos para el hogar y prendas de vestir; pero esta situación esta en proceso de cambio por que cada ves mas esposas trabajan y el hombre esta dispuesto a encargarse de las compras de la familia. Por ejemplo, actualmente las mujeres compran cerca de 45% de todos los autos y los hombres alrededor del 40% de los alimento<br />
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En el caso de productos y servicio costoso, esposos y esposa toman, cada una con mayor frecuencia, decisiones conjuntas, en el caso de Jennifer Smith, su esposo influirá en la compra de la cámara. Podrá opinar sobre el hecho de adquirirla y sobre su tipo, `pero al mismo tiempo, ella será quien tome la decisión final, la compren y la utilicen. <br />
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Función y estatus:<br />
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Una persona forma parte de muchos grupos, familias, clubes, organizaciones u posición en cada uno puede definirse en función tanto de su papel como del estatus. Con sus padres, Jennifer Smith desempeña el papel de hija; en su familia es la esposa; en su compañía funge como gerente de marca. Un papel consiste en las actividades que supuestamente alguien desempeña deacuerdo con las personas que lo rodean. Cada uno de los papeles de Jennifer influirá en el comportamiento de compra. <br />
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Cada papel lleva implícito un estatus que refleja la importancia que la sociedad le confiere. Así, en al sociedad estadounidense actual, el papel de gerente de marca tiene un nivel social mas elevado que el de hija. Como gerente de marca, Jennifer adquirirá el tipo de ropa que refleje su papel y su condición social. Con frecuencia, las personas elijen productos que indican su nivel socioeconómico en la sociedad, por eso en estados Unidos el presidente de una compañía conduce un mercedes o un Cadillac y lleva prendas de vestir costosas, y una oficinista tiene un Taurus o un Toyota y sus ropas son menos caras.<br />
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FACTORES PERSONALES<br />
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Edad y ciclo de vida:<br />
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Conforme las personas atraviesan sus distintas etapas de vida, van adquiriendo bienes y servicios que van de acuerdo a cada etapa; así como cambian los gustos dependiendo de la edad.<br />
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De acuerdo con Kotler (1996) afirma que:<br />
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“El ciclo de vida se refiere a las etapas que viven las familias conforme maduran con el paso del tiempo, las cuales son: etapa de soltería: personas jóvenes y solteras que no viven con sus padres, parejas recién casadas: jóvenes sin hijos, Hogar establecido 1: hijos menores de menos de 6 años, Hogar establecido 2: hijos menores de 6 años o más, Hogar establecido 3: parejas maduras casadas con hijos dependientes, Hogar vacío 1: parejas maduras sin hijos que vivan con ellos, Hogar sin hijos 2: parejas en la tercera edad sin hijos que vivan en casa, Sobreviviente solitario que aún trabaja, sobreviviente solitario, jubilado”. (pág. 181).<br />
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Como todas las cosas vivientes, la familia va por un ciclo de vida. Un gran número de familias lo vive por lo que puede ser de valor como una herramienta de segmentación así como para predecir la posible demanda.<br />
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Ocupación: <br />
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La ocupación de una persona influye en los bienes y servicios que adquiere.<br />
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Según Kotler (1996) "los mercadologos tratan de identificar los grupos ocupacionales que tienen interés arriba del promedio respecto a sus productos y servicios, y una empresa puede especializarse en fabricar productos para un grupo ocupacional en particular."<br />
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Estilo de vida<br />
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El estilo de vida de una persona con una determinada clase social puede ser muy diferente a otra persona que pertenezca a la misma clase social o subcultura.<br />
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Kotler (1991) afírma que "el estilo de vida de una persona se expresa en sus actitudes, intereses y opiniones. El estilo de vida es algo más que la clase social o la personalidad; perfila todo un patrón de acción e interacción con el mundo. La técnica de medir los estilos de vida se conoce como psicografía." (pág. 167)<br />
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El estilo de vida denota por completo a la persona en interacción con su ambiente. Conociendo el estilo de vida de un grupo de personas, los mercadólogos podrán dirigir la marca de su producto con mayor claridad hacia ese estilo de vida y tener un mayor éxito en su lanzamiento y aceptación del producto. Si se utiliza adecuadamente el concepto de estilo de vida, el mercadólogo llegará a entender los valores cambiantes del consumidor y conocer su influencia en el comportamiento de compra.<br />
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Personalidad y concepto de sí mismo<br />
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Todas las personas tienen personalidades diferentes, lo cual va a influir en su conducta de compra.<br />
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Kotler (1996) define personalidad como "las características psicológicas y distintivas de una persona que conducen a respuestas a su ambiente relativamente consistente y permanente." (pág. 184).<br />
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La personalidad individual se describe en función de características como la confianza en sí mismo, autoridad, autonomía, sociabilidad, agresividad, estabilidad emocional, afiliación y adaptabilidad. La personalidad puede ser una variable útil en el análisis de la conducta del consumidor, esto porque si las empresas descubren características de personalidad en sus clientes potenciales, podrán mejorar o cambiar su publicidad y así sus ventas.<br />
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Un concepto relacionado con la personalidad según Kotler (1996) es "el concepto de sí mismo o autoimagen de una persona, la cual es una compleja imagen mental que las personas tienen de sí mismos." (pág. 184)<br />
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Aunque una persona tenga su autoconcepto definido, es decir, la manera en que sc ve a sí mismo, puede que esto difiera de su autoconcepto ideal, es decir, de cómo lo gustaría verse y del autoconcepto de otros (la manera en que esa persona cree que lo ven los demás). Es por esto que los mercadólogos deben tener mucho cuidado a la hora de desarrollar imágenes de marca que se acoplen a la autoimágen del mercado meta, porque como se mencionó anteriormente, no siempre el consumidor va a inclinarse a comprar cierto producto de acuerdo al concepto que tiene de sí mismo, puede que adquiera un producto pensando en el autoconcepto de otros y del autoconcepto ideal.<br />
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Factores Psicológicos<br />
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Los factores psicológicos que influyen en la elección de compra de una persona son: motivación, percepción, aprendizaje y creencias y actitudes.<br />
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Motivación<br />
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Las necesidades que una persona tiene tanto biológicas como psicológicas se pueden convertir en motivación cuando llegan a un nivel suficiente de intensidad como para impulsar a la persona a la satisfacción de la misma.<br />
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De acuerdo con Kotler (1996) “una motivación es una necesidad que está ejerciendo suficiente presión para inducir a la persona a actuar. La satisfacción de la necesidad mitiga la sensación de tensión". <br />
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Existen varias teorías sobre la motivación humana, entre ellas la Teoría de la Motivación de Freud y la Teoría de la Motivación de Maslow.<br />
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Según Kotler (1996) " Freud supone que las fuerzas psicológicas reales que dan forma a la conducta humana, pertenecen en gran parte al inconsciente." <br />
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Es por esto que muchas veces las personas no pueden comprender totalmente sus propias motivaciones, porque aunque adquieran un producto para satisfacer un motivo, también lo puede estar comprando para impresionar a los demás o para sentirse más inteligente o superior.<br />
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Quienes analizan las motivaciones reúnen información completa sobre pequeñas muestras de consumidores para descubrir los motivos más profundos de su elección de ciertos productos. El análisis de la motivación es un instrumento útil para los mercadólogos que estén interesados en conocer profundamente el comportamiento del consumidor.<br />
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Con respecto a la Teoría de la Motivación de Maslow, existen muchas razones por las cuales una persona pueda ser impulsada por necesidades específicas en determinados momentos.<br />
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Kotler (1991) menciona que:<br />
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“De acuerdo con Maslow las necesidades humanas se organizan en una jerarquía de las más apremiantes a las menos urgentes. En orden de importancia son fisiológicas, de seguridad, sociales, de estima y de actualización personal. Una persona trata de satisfacer primero las más apremiantes. Cuando una necesidad importante está satisfecha dejará de motivar a la persona, que tratará de satisfacer la siguiente en importancia”.<br />
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Esta teoría de Maslow ayuda a que el mercadólogo comprenda la forma en que los diversos productos encajan en los planes las metas y la vida de los consumidores potenciales.<br />
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Hay que recordar que la motivación se basa en las necesidades y en los objetivos. De este modo, la motivación actúa como una espuela para el aprendizaje, que con necesidades y metas sirven como estímulos, El descubrimiento de los motivos del consumidor es una de las principales tareas de los rnercadólogos, quienes enseñarán a segmentos motivados del mercado el porqué su producto satisfará mejor las necesidades del consumidor.<br />
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Percepción<br />
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Una vez que la persona esté motivada, está lista para actuar. Aunque dos personas tengan las mismas motivaciones y se encuentren en la misma situación esto no significa que vayan a actuar de la misma manera; esto porque perciben la situación de distinta forma. Todas las personas conocen un estímulo por el flujo de información que llega a través de los cinco sentidos, los cuales son la vista, el oído, el olfato, el tacto y el gusto. Sin embargo cada uno organiza e interpreta la información de manera individual.<br />
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Según Kotler (1991) "la percepción es el proceso por el cual una persona selecciona, organiza e interpreta información para conformar una imagen significativa del mundo. Las personas perciben el mismo estímulo de manera diferente a causa de los tres procesos de percepción: exposición selectiva, distorsión selectiva, y retención selectiva”.<br />
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De la exposición selectiva se puede mencionar que las personas están constantemente expuestas a gran cantidad de estímulos. Este proceso de percepción se refiere a que los mercadologos tienen que trabajar mucho para atraer la atención al consumidor. Su mensaje se perderá para la mayoría de los que no forman parte del mercado del producto. Incluso los que están en dicho mercado podrían no registrar el mensaje a menos que sobresalga entre los demás.<br />
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Con respecto a la distorsión selectiva, aunque los consumidores registren los estímulos, esto no garantiza que llegarán de la manera en que se había proyectado. Aquí se describe la tendencia a adaptar la información respecto a un significado personal. Las personas tienden a interpretar la información de manera que apoye lo que ya pensaban. Los mercadólogos deben tratar de comprender el marco mental de los consumidores y cómo influye en su interpretación de la publicidad y la información de los vendedores.<br />
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De la retención selectiva se puede decir que, muchas personas generalmente olvidan lo que aprenden, es por esto que tienden a retener información que apoya sus actitudes y creencias.<br />
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Estos tres factores de la percepción implican que los mercadólogos deben trabajar mucho para que sus mensajes sean recibidos.<br />
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Aprendizaje<br />
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La forma en que aprenden los individuos es un tema de mucha importancia para los mercadólogos, quienes quieren que los consumidores aprendan acerca de bienes y servicios y nuevas formas de comportamiento que satisfarán no solo las necesidades del consumidor sino los objetivos del mercadólogo.<br />
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Según Shiffman (1991) "el aprendizaje del consumidor es el proceso por medio del cual los individuos adquieren el conocimiento de compra y de consumo y la experiencia que aplican a un comportamiento futuro relacionado. Aunque algún aprendizaje sea intencional, una gran cantidad de aprendizaje parece ser incidental." <br />
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De lo anterior se puede decir que el aprendizaje es un proceso, es decir, todo el tiempo evoluciona y cambia como resultado de conocimientos nuevamente adquiridos o de la experiencia real. Tanto los conocimientos como las experiencias nuevamente adquiridos sirven como retroalimentación para el individuo y son la base sobre la cual él actúa, sostiene o modifica el comportamiento en situaciones similares en el futuro. En síntesis, el aprendizaje resulta del conocimiento o de la experiencia adquirida.<br />
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Kotter (1991) define al aprendizaje como "cambios en el comportamiento individual derivados de la experiencia. El aprendizaje tiene lugar merced a la interacción entre impulsos, estímulos, claves, respuestas y reforzamiento." <br />
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En otras palabras, el aprendizaje describe los cambios que la experiencia provoca en el comportamiento de un individuo. Un impulso es un estímulo interno que exige acción. Se convierte en motivo cuando se dirige a un objeto estímulo en particular. Claves son los estímulos menores que determinan cuándo, dónde y cómo responde una persona.<br />
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El significado de la teoría del aprendizaje para los mercadólogos es que pueden incrementar la demanda de un producto asociándolo con impulsos, utilizando claves motivadoras y proporcionando el reforzamiento adecuado.<br />
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Creencias y actitudes<br />
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Las creencias y actitudes se adquieren mediante el aprendizaje, lo cual influye en el comportamiento de compra.<br />
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De acuerdo con Kotlcr (1991) "una creencia es un pensamiento descriptivo acerca de algo" <br />
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En el momento en que el consumidor vaya a realizar la decisión de la compra de un producto, éste tendrá creencias con respecto al mismo, sin embargo estas creencias podrían estar basadas en conocimientos verdaderos o en la fe y podrían o no implicar una carga emocional. El hecho de que el consumidor piense que cierta creencia tenga más o menos peso en el momento de la decisión, entonces podría ser o no importante para la compra final.<br />
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Al mercadólogo le interesan las creencias sobre bienes y servicios porque dan lugar a la imagen del producto y la marca en la mente del consumidor, además porque las personas tienden a actuar de acuerdo con sus creencias. Si las creencias acerca de un producto son negativas, entonces se podría considerar el lanzar una campaña para corregirlas.<br />
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Según Kotler (1991) "las actitudes son evaluaciones favorables o desfavorables, sentimientos y tendencias coherentes de una persona con respecto de un objeto o idea." <br />
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Una persona podría adoptar la actitud de comprar lo mejor si cree que ese producto lo fabrican los mejores del mundo.<br />
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Debido a que las actitudes van de acuerdo con el patrón de la persona, es muy difícil cambiarlas, el modificar una actitud implicaría realizar ajustes en las demás. Es por esto que las compañías deben intentar que sus productos vayan de acuerdo con las posturas del momento.<br />
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Bases para segmentar los mercados de los consumidores<br />
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Es importante que los mercadólogos prueben distintas variables para segmentar los mercados, ya sea sola o combinada. Esto con el fin de asegurarse la estructura del mercado de un producto.<br />
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Las principales variables son: geográficas, demográficas, psicográficas y conductuales.<br />
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CONCLUSION<br />
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Por medio de este trabajo práctico se pudo conocer los factores que influyen en el comportamiento de compra, conocimientos muy importantes para poder realizar pronósticos sobre respuesta del mercado a determinados productos nuevos o para evaluar el posicionamiento o percepción de productos existentes en el mercado.<br />
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Con respecto a los atributos y teniendo conocimiento del nivel de percepción por parte de los consumidores se podrán realizar una campaña de publicidad más efectiva del producto, orientando la comunicación en la importancia que le da el consumidor a alguno de los atributos estudiados del producto en cuestión.<br />
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Es de destacar que conociendo algunos de estos factores y analizando estrategias convenientes es posible estimular las necesidades latentes del individuo, este estímulo es fundamental para "movilizar" al individuo en un comportamiento de compra.<br />
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Dichos puntos nos serán útiles para la realización de cualquier estudio de mercado.Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-37638858681942982332012-05-02T11:09:00.000-07:002012-05-02T11:09:00.518-07:00La teoría de la elección del consumidorLA RESTRICCION PRESUPUESTARIA: ¿QUE PUEDE PERMITIRSE EL CONSUMIDOR?<br />
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A la mayoría de las personas les gustaría aumentar la cantidad o la calidad de los bienes que consumen. Consumen menos de lo que desean porque su renta restringe o limita su gasto.<br />
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Esta línea, que se llama restricción presupuestaria, muestra las cestas de consumo que puede permitirse el consumidor.<br />
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Restricción presupuestaria: limite de las cestas de consumo que puede permitirse un consumidor.<br />
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Cestas de consumo: con el dinero que se tiene al mes, la cantidad que se puede gastar.<br />
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La pendiente de la restricción presupuestaria mide la relación a ala que el consumidor puede intercambiar un bien por otro.<br />
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La pendiente de la restricción presupuestaria es igual al precio relativo de los dos bienes: el precio de uno de ellos comparado con el del otro.<br />
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La restricción presupuestaria muestra la combinación de bienes que puede permitirse el consumidor dados su renta y los precios de los bienes.<br />
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LAS PREFERENCIAS: ¿QUE QUIERE EL CONSUMIDOR?<br />
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Las decisiones del consumidor dependen no solo de su restricción presupuestaria sino también de sus preferencias por los bienes.<br />
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Representación de las preferencias por medio de las curvas de indiferencia.<br />
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Las preferencias del consumidor le permiten elegir entre diferentes cestas de dos bienes, A y B. Si ofrecemos al consumidor dos cestas diferentes, elige la que es mas acorde con sus gustos, decimos que el consumidor es indiferente entre las dos.<br />
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Una curva de indiferencia muestra las cestas de consumo que reportan la misma felicidad al consumidor. Las curvas de indiferencia muestran las combinaciones de A y B que satisfacen por igual al consumidor.<br />
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Curva de indiferencia: curva que muestra cestas de consumo que reportan al consumidor el mismo nivel de satisfacción.<br />
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La pendiente en un punto cualquiera de una curva de indiferencia es igual a la relación a la que el consumidor esta dispuesto a sustituir un bien por otro. Esta relación se llama relación marginal de sustitución (RMS). Mide la cantidad de A necesaria para compensar al consumidor por una reducción del consumo de B en una unidad.<br />
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La relación a la que el consumidor esta dispuesto a intercambiar un bien por otro depende de las cantidades de los bienes que ya este consumiendo.<br />
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Relación marginal de sustitución (RMS): relación a la que un consumidor esta dispuesto a intercambiar un bien por otro.<br />
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Cuatro propiedades de las curvas de indiferencia.<br />
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Como las curvas de indiferencia representan las preferencias de un consumidor, tienen ciertas propiedades que reflejan esas preferencias.<br />
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1. Se prefieren las curvas de indiferencia mas altas a las mas bajas<br />
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2. Las curvas de indiferencia tienen pendiente negativa.<br />
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3. las curvas de indiferencia no se cortan.<br />
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4. Las curvas de indiferencia son combadas hacia dentro.<br />
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Dos ejemplos extremos de curvas de indiferencia.<br />
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Sustitutivos perfectos. Complementarios perfectos.<br />
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LA OPTIMIZACION: QUE ELIGE EL CONSUMIDOR:<br />
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Las elecciones optimas del consumidor.<br />
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Al consumidor le gustaría acabar consiguiendo la mejor combinación posible de A y B, la combinación situada en la curva de indiferencia mas alta posible, pero también debe acabar situado en o por debajo de su restricción presupuestaria, que mide los recursos totales de que dispone.<br />
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El punto en el que se tocan esta curva de indiferencia y la restricción presupuestaria se llama optimo. El punto óptimo representa la mejor combinación de consumo de A y B de que puede disponer el consumidor.<br />
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LA UTILIDAD: otra forma de describir las preferencias y la optimización.<br />
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Las curvas de indiferencia también se representan frecuentemente con el concepto de utilidad. La utilidad es una medida abstracta de la satisfacción o de la felicidad que reporta a un consumidor una cesta de bienes.<br />
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Las curvas de indiferencia y la utilidad están estrechamente relacionadas entre si. Como el consumidor prefiere los puntos situados en las curvas de indiferencia más altas, las cestas de bienes situadas en las curvas de indiferencia mas altas proporcionan mayor utilidad.<br />
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Utilidad: grado de satisfacción que obtiene un consumidor por el consumo de un bien o servicio.<br />
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Utilidad total: es el beneficio total que un consumidor obtiene por el consumo de bienes y servicios.<br />
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La utilidad marginal de un bien es el aumento que experimenta la utilidad que obtiene el consumidor cuando consume una unidad más de ese bien. Se supone que la mayoría de los bienes muestran una utilidad marginal decreciente: cuanto mayor sea la cantidad que ya tiene el consumidor del bien, menor es la utilidad marginal que genera una unidad más de ese bien.<br />
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Utilidad marginal: cambios en la utilidad total que un consumidor obtiene al aumentar en una unidad el consumo de un bien.<br />
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La relación marginal de sustitución entre dos bienes depende de sus utilidades marginales.<br />
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RMS = Px / Py UMx / UMy = P x / Py UMx / Px = UMy / Py<br />
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Como afectan las variaciones de la renta a las elecciones del consumidor.<br />
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Supongamos concretamente que aumenta la renta del consumidor. Al aumentar esta, el consumidor puede permitirse comprar una cantidad mayor de los dos bienes. Por lo tanto, el aumento de la renta desplaza la restricción presupuestaria hacia fuera. Como el precio relativo de los dos bienes no ha variado, la pendiente de la restricción presupuestaria sigue siendo la misma. Un aumento de la renta provoca un desplazamiento paralelo de la restricción presupuestaria.<br />
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La restricción presupuestaria ampliada permite al consumidor elegir una combinación mejor de A y B. Ahora el consumidor puede alcanzar una curva de indiferencia más alta. Dado el desplazamiento de la restricción presupuestaria y las preferencia del consumidor representadas por sus curvas de indiferencia, el optimo del consumidor se traslada del punto llamado optimo inicial al punto llamado nuevo optimo.<br />
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Como afectan las variaciones de los precios a las elecciones del consumidor.<br />
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Supongamos, en concreto, que baja el precio de A. No es sorprendente que la reducción del precio amplíe el conjunto de oportunidades adquisitivas del consumidor. Un descenso en el precio de un bien desplaza la restricción presupuestaria hacia fuera.<br />
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La pendiente de la restricción presupuestaria refleja el precio relativo de A y B. Como el precio de A ha bajado, mientras que el de B se ha mantenido, ahora el consumidor puede intercambiar una cantidad de B por una cantidad de A. Como consecuencia, la nueva restricción presupuestaria es más inclinada.<br />
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Una variación presupuestaria altera el consumo de los dos bienes de una u otra forma dependiendo de las preferencias del consumidor.<br />
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Efecto-renta y efecto-sustitución.<br />
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La influencia de una variación de precio de un bien en el consumo puede descomponerse en dos efectos: un efecto-renta y un efecto-sustitución.<br />
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Efecto-renta: variación que experimenta el consumo cuando una variación del precio traslada al consumidor a una curva de indiferencia más alta o más baja.<br />
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Efecto-sustitución: variación que experimenta el consumo cuando una variación del precio traslada al consumidor a lo largo de una curva de indiferencia dada a un punto <span lang="ES" style="font-family: "Times New Roman", "serif"; font-size: 12pt; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: ES;">que tiene una nueva relación marginal de sustitución</span>Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-39040072014897441642012-05-02T11:08:00.003-07:002012-05-02T11:08:25.236-07:00La competencia monopolísticaLa competencia monopolística describe un mercado que tiene los siguientes atributos:<br />
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• Muchos vendedores: hay muchas empresas que compiten por el mismo grupo de clientes.<br />
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• Diferenciación del producto: cada empresa produce un producto que es al menos algo diferente al de otras.<br />
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• Libertad de entrada y de salida: las empresas pueden entrar y salir del mercado sin restricción ninguna.<br />
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Competencia monopolística: estructura del mercado en la que muchas empresas venden productos similares pero no idénticos.<br />
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La competencia monopolisticas es, al igual que el oligopolio, una estructura del mercado que se encuentra entre los casaos extremos de la competencia y el monopolio.<br />
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LA COMPETENCIA CON PRODUCTOS DIFERENCIADOS.<br />
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La empresa monopolisticamente competitiva a corto plazo.<br />
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En un mercado monopolisticamente competitivo, cada empresas en muchos aspectos como un monopolio. La empresa monopolisticamente competitiva sigue la regla del monopolista para maximizar los beneficios: elige la cantidad con la que el ingreso marginal es igual al coste marginal y utiliza su curva de demanda para hallar el precio coherente con esa cantidad.<br />
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El equilibrio a largo plazo.<br />
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Cuando las empresas esta obteniendo beneficios, hay nuevas empresas que tienen un incentivo para entrar en el mercado. Esta entrada aumenta el número de productos entre los que pueden elegir los clientes y reduce la demanda de cada una de las empresas que ya se encuentran en el mercado. Los beneficios fomentan la entrada y la entrada desplaza hacia la izquierda las curvas de demanda de las empresas que ya existen. Al disminuir la demanda de los productos de las empresas ya existentes, estas obtienen menos beneficios.<br />
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En cambio, cuando las empresas están experimentando perdidas las que están en el mercado tienen un incentivo para salir. Al salir empresas, los clientes tienen menos productos entre los que elegir. Esta reducción del número de empresas aumenta la demanda de las que permanecen en el mercado. Las pérdidas fomentan la salida y la salida desplaza hacia la derecha la curva de demanda de las empresas que quedan. Al aumentar la demanda de los productos de las empresas que quedad, estas obtienen mas beneficios.<br />
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Este proceso de entrada y salida continúa hasta que las empresas del mercado obtienen exactamente unos beneficios económicos nulos. Una vez que el mercado alcanza este equilibrio, las nuevas empresas no tienen ningún incentivo para entrar y las que ya existen no tienen ningún incentivo para salir. <br />
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El equilibrio a largo plazo de un mercado monopolisticamente competitivo tiene dos características:<br />
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• Al igual que en un mercado monopolístico, el precio es superior al coste marginal.<br />
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• Al igual que en un mercado competitivo, el precio es igual al coste total medio.<br />
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Competencia monopolística frente a competencia perfecta.<br />
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Hay dos diferencias entre la competencia monopolística y la competencia perfecta que merece señalar: el exceso de capacidad y el margen.<br />
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El exceso de capacidad. La cantidad que minimiza el coste total medio se llama escala eficiente de la empresa. A largo plazo, las empresas perfectamente competitivas producen en la escala eficiente, mientras que las monopolisticamente competitivas producen una cantidad inferior. Se dice que las empresas tienen un exceso de capacidad en condiciones de competencia monopolística. Una empresa monopolísticamente competitiva, podría aumentar la cantidad que produce y reducir el coste total medio de producción.<br />
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El margen sobre el coste marginal. Es la relación entre el precio y el coste marginal. En el caso de una empresa competitiva el precio es igual al coste marginal. En el caso de una empresa monopolisticamente competitiva, el precio es superior al coste marginal, ya que la empresa siempre tiene un cierto poder de mercado.Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-24841158587209122972012-05-02T11:08:00.000-07:002012-05-02T11:08:03.487-07:00El oligopolioEn un mercado competitivo, cada una de las empresas es tan pequeña en comparación al mercado que no puede influir en el precio de su producto y, por lo tanto, considera que el precio viene dado por la situación del mercado. En un mercado monopolizado, una única empresa abastece a todo el mercado de un bien y puede elegir cualquier precio y cualquier cantidad de la curva de demanda.<br />
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La competencia y el monopolio son tipos extremos de estructura del mercado.<br />
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ENTRE EL MONOPOLIO Y LA COMPETENCIA PERFECTA.<br />
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Existen dos tipos de mercados imperfectamente competitivos. Un oligopolio es un mercado en el que solo hay unos pocos vendedores, cada uno de los cuales ofrece un producto similar o idéntico al de los demás. La competencia monopolística describe una estructura del mercado en la que hay muchas empresas que venden productos similares pero no idénticos.<br />
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Oligopolio: estructura del mercado en la que solo unos cuantos vendedores ofrecen productos similares o idénticos.<br />
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Competencia monopolística: estructura del mercado en la que muchas empresas venden productos similares pero no idénticos.<br />
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LOS MERCADOS EN LOS QUE SOLO HAY POCOS VENDEDORES.<br />
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Como un mercado oligopolístico solo tiene un pequeño grupo de vendedores, una característica fundamental del oligopolio es la tensión entre la cooperación y el interés personal. El bienestar de un grupo oligopolista mejora cuando cooperan y actúan como un monopolista, produciendo una cantidad pequeña y cobrando un precio superior al coste marginal.<br />
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Ejemplo de duopolio.<br />
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El duopolio es un oligopolio formado por dos miembros solamente. El duopolio es el tipo más sencillo de oligopolio<br />
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La competencia, los monopolios y los carteles.<br />
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En un mercado competitivo, las decisiones de producción de cada empresa hacen que el precio sea igual al coste marginal.<br />
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Como es habitual en el caso de los monopolios, el precio seria superior al coste marginal.<br />
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En el caso de el duopolio una posibilidad seria que se reúnan y acuerden la cantidad que van a producir y el precio que van a cobrar. Este tipo de acuerdo se llama colusión y el grupo de empresas que actúan al unísono se llama cartel. Una vez que se forma el cartel, el mercado es abastecido de hecho por un monopolio. <br />
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Un cartel debe acordar no solo el nivel total de producción sino también la cantidad producida por cada miembro.<br />
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Colusión: acuerdo entre las empresas de un mercado sobre las cantidades que vana producir o sobre los precios que van a cobrar.<br />
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Cartel: grupo de empresas que actúan al unísono.<br />
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El equilibrio en caso de oligopolio.<br />
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Aunque a los oligopolistas les gustaría formar carteles y obtener beneficios monopolísticos, a menudo no es posible. La legislación antimonopolio prohíbe los acuerdos explícitos entre los oligopolistas.<br />
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Si los duopolistas buscan individualmente su propio interés cuando deciden la cantidad que van a producir, producen una cantidad total mayor que la monopolística, cobran un precio inferior al monopolístico y obtienen unos beneficios totales menores que los monopolísticos.<br />
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Aunque la lógica del interés personal aumenta la producción del duopolio por encima del nivel monopolístico, no lleva a los duopolistas a conseguir la asignación competitiva.<br />
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Un equilibrio de Nash es una situación en la que los agentes económicos que interactúan eligen cada uno su mejor estrategia, dadas las estrategias que han elegido los demás.<br />
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Equilibrio de Nash: situación en laque los agentes económicos interactúan entre si y eligen cada uno su mejor estrategia, dadas las estrategias que han elegido los demás.<br />
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Los oligopolistas mejorarían su situación cooperando y alcanzando el resultado monopolístico. Sin embargo, como buscan su propio provecho, no acaban alcanzando el resultado monopolístico y maximizando sus beneficios conjuntos. Cada uno siente la tentación de aumentar la producción y de quedarse con la cuota mayor de mercado. Como todos tratan de hacerlo, la producción total aumenta por lo que el precio baja.<br />
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Como afecta al resultado del mercado el tamaño de un oligopolio.<br />
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Al igual que ocurre cuando solo hay dos vendedores, los miembros del cartel necesitarían acordar los niveles de producción de cada uno y encontrar alguna manera de hacer cumplir el acuerdo. Sin embargo, a medida que crece el cartel, este resultado es menos probable. Llegar a un acuerdo y hacerlo cumplir es más difícil conforme aumenta el tamaño del grupo.<br />
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Si los oligopolistas no forman un cartel cada uno debe decidir por su cuenta cuanto va a producir. Para ver como afecta al resultado el aumento del número de vendedores, examinaremos la decisión que ha de tomar cada uno. En cualquier momento cada vendedor tiene la posibilidad de producir una unidad más. Para tomar esta decisión, sopesa dos efectos:<br />
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• El efecto-producción: como el precio es superior al coste marginal, la venta de una unidad más del bien al precio vigente elevara los beneficios.<br />
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• El efecto-producción: el aumento de la producción elevara la cantidad total vendida, lo que reducirá el precio del bien y los beneficios generados por todo lo vendido.<br />
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Si el efecto-producción es mayor que el efecto-precio, el vendedor aumentara la producción. Si el efecto-precio es mayor que el efecto-producción, no la aumentara. Cada oligopolista continúa aumentando la producción hasta que estos dos efectos marginales se compensan exactamente, considerando dada la producción de las demás empresas.<br />
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Cuanto mayor sea el número de vendedores, menos le preocupara a cada uno el efecto que pueda producir el precio de mercado. A medida que aumenta el tamaño del oligopolio, disminuye la magnitud del efecto-precio. Cuando el oligopolio es muy grande, el efecto-precio desaparece totalmente, por lo que solo queda el efecto-producción.<br />
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LA TEORIA DE LOS JUEGOS.<br />
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La teoría de los juegos es el estudio del modo de comportamiento de los individuos en situaciones estratégicas. Por <<estratégica>> entendemos una situación en la que cada persona, cuando decide las acciones que va a emprender, debe considerar como responderían las otras.<br />
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Teoría de los juegos: estudio del comportamiento de los individuasen situaciones estratégicas.<br />
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Un <<juego>> especialmente importante es el dilema de los prisioneros. Este juego permite comprender lo difícil que es mantener la cooperación. Muchas veces en la vida los individuos no cooperan ni siquiera cuando la cooperación mejora el bienestar de todos ellos.<br />
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Dilema del prisionero: <<juego>> entre dos prisioneros capturados que muestra por que es difícil mantener la cooperación incluso cuando es mutuamente beneficiosa.<br />
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En los términos de la teoría de los juegos, una estrategia se llama estrategia dominante si es la mejor para un jugador independientemente de las que elijan otros.<br />
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Estrategia dominante: estrategia que es mejor para un jugador en un juego independientemente de las que hayan elegido los demás.Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0tag:blogger.com,1999:blog-7066662456082892307.post-25477429507501464872012-05-02T11:07:00.003-07:002012-05-02T11:07:35.632-07:00El monopolio<div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span lang="ES">POR QUE SURGEN LOS MONOPOLIOS.</span></b></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify; text-indent: 9pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify; text-indent: 9pt;"><span lang="ES">Una empresa es un <b style="mso-bidi-font-weight: normal;">monopolio</b> si es la única que vende un producto y este no tiene sustitutivos cercanos. La causa fundamental del monopolio son las barrera de entrada: un monopolio es el único vendedor en un mercado porque otras empresas no pueden entrar y competir con el. Las barreras a la entrada tienen, a su vez, tres orígenes.</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 36pt; mso-list: l0 level1 lfo1; tab-stops: list 45.0pt; text-align: justify; text-indent: 0cm;"><span lang="ES" style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7pt "Times New Roman";"> </span></span></span><span lang="ES">Un recurso clave es propiedad de una única empresa.</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 36pt; mso-list: l0 level1 lfo1; tab-stops: list 45.0pt; text-align: justify; text-indent: 0cm;"><span lang="ES" style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7pt "Times New Roman";"> </span></span></span><span lang="ES">Las autoridades conceden a una única empresa el derecho exclusivo a producir un bien o un servicio.</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 36pt; mso-list: l0 level1 lfo1; tab-stops: list 45.0pt; text-align: justify; text-indent: 0cm;"><span lang="ES" style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7pt "Times New Roman";"> </span></span></span><span lang="ES">Los costes de producción hacen que un único productor sea más eficiente que un elevado numero de productores.</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span lang="ES">Monopolio: </span></b><span lang="ES">empresa que es única que vende un producto que no tiene sustitutivos cercanos.</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span lang="ES">Los recursos monopolísticos.</span></b></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify; text-indent: 9pt;"><span lang="ES">La manera más sencilla de que surja un monopolio es que una única empresa posea un recurso clave. Aunque en la práctica los monopolios raras veces surgen por esta razón, las economías reales son grandes y los recursos son propiedad de muchas personas.</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify; text-indent: 9pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span lang="ES">Los monopolios creados por los gobiernos.</span></b></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify; text-indent: 9pt;"><span lang="ES">En muchos casos, los monopolios surgen porque el gobierno ha concedido a una persona o a una empresa el derecho exclusivo a vender un bien o un servicio.</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify; text-indent: 9pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span lang="ES">Los monopolios naturales.</span></b></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify; text-indent: 9pt;"><span lang="ES">Una industria es un <b style="mso-bidi-font-weight: normal;">monopolio natural </b>cuando una única empresa puede ofrecer un bien o un servicio a todo un mercado con menos costes que dos o más empresas.</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify; text-indent: 9pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt 27pt; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span lang="ES">Monopolio natural: </span></b><span lang="ES">monopolio que surge porque una única empresa puede ofrecer un bien o un servicio a todo un mercado con menos costes que dos o más empresas.</span></div>Administradorhttp://www.blogger.com/profile/04481813381640689431noreply@blogger.com0