\n
<\/p> \n
Est\u00e1 en circulaci\u00f3n ‘Goodwill de grandes empresas en Colombia y c\u00f3mo lo lograron’ en su quinta versi\u00f3n, <\/b>del reconocido publicista Jos\u00e9 Mar\u00eda Ravent\u00f3s, en alianza con Portafolio.<\/b> <\/p> \n
(Vea: Recomendados Portafolio: A salir del estancamiento econ\u00f3mico). <\/p> \n
En 191 p\u00e1ginas se condensan historias de organizaciones reconocidas en las que narra la manera en que han construido durante a\u00f1os el prestigio que clientes y grupos de inter\u00e9s les reconocen. <\/p> \n
La primera parte de la publicaci\u00f3n incluye una serie de art\u00edculos escritos por altos directivos que, a nivel personal, narran su visi\u00f3n sobre el goodwill.<\/b> <\/p> \n
Carlos Zenteno, presidente de Claro Colombia; Augusto Solano, presidente de Asocolflores, y Gustavo Castellanos, general manager de Kimberly Clark Colombia y Ecuador, son algunos de ellos. <\/p> \n
(Vea: Portafolio recomienda: la arquitectura digital de la banca). <\/p> \n
Luego, abarca las experiencias de Asocolflores, Autolarte, Banco Popular, Claro, Colsubsidio, Finsocial, Fundaci\u00f3n Grupo Social. Fundaci\u00f3n Universitaria Juan N. Corpas, Grupo Familia, Kimberly Clark, Laboratorios Labfarve, Legis, Nutresa, Pintuco y Totto.
\u200b<\/b>
Igualmente, destaca Jos\u00e9 Mar\u00eda Ravent\u00f3s, se incluye la participaci\u00f3n de los directivos de la Academia Nacional de Medicina, instituci\u00f3n que el pr\u00f3ximo a\u00f1o cumple 150 a\u00f1os.
El experto dice que en las empresas este tema del goodwill \u201ces el m\u00e1s actual que hay y est\u00e1 de moda por ser el activo m\u00e1s valioso de una empresa, m\u00e1s en las actuales circunstancias\u201d<\/i>. <\/p> \n
\u201cHay que destacar a las empresas que lo est\u00e1n haciendo bien para que sirvan de ejemplo a otras compa\u00f1\u00edas<\/i>\u201d, subraya. <\/p> \n
El goodwill es considerado el activo m\u00e1s importante de una organizaci\u00f3n y, como lo rese\u00f1a el libro, es un concepto que est\u00e1 sostenido en seis pilares. <\/p> \n
El primero de ellos es la solidez y la trayectoria, <\/b>en tanto que el segundo est\u00e1 basado en la innovaci\u00f3n y el liderazgo.<\/b> <\/p> \n
El tercer pilar abarca las acciones de responsabilidad social y la sostenibilidad, <\/b>en tanto que el cuarto est\u00e1 relacionado con la oferta de valor,<\/b> \u201cla variable en la cual se mide la calidad y el servicio de los productos o servicios ofrecidos<\/i>\u201d. <\/p> \n
Los c\u00f3digos de conducta relacionados con la \u00e9tica y la transparencia en la organizaci\u00f3n, seg\u00fan lo que perciben los stakeholders internos y externos es el quinto pilar del goodwill.
Por \u00faltimo, el sexto elemento tiene que ver con el talento humano. <\/p> \n
(Vea: Agenda de libros: el disfraz de \u2018pobre\u2019 para no tributar). <\/p> \n
\u201cTener un personal capacitado y competitivo genera valor agregado a las compa\u00f1\u00edas. As\u00ed mismo, brindar garant\u00edas, seguridades y oportunidades contribuye a ser destinos atractivos para personal de alta calidad. Esta variable tambi\u00e9n mide a los trabajadores indirectos y a los proveedores<\/i>\u201d, rese\u00f1a el libro. <\/p> \n
PORTAFOLIO <\/p> \n<\/div>\n
Fuente: Portafolio<\/a> <\/p> \n<\/div>","protected":false},"excerpt":{"rendered":"
Est\u00e1 en circulaci\u00f3n ‘Goodwill de grandes empresas en Colombia y c\u00f3mo lo lograron’ en su quinta versi\u00f3n, del reconocido publicista Jos\u00e9 Mar\u00eda Ravent\u00f3s, en alianza … <\/p> \n","protected":false},"author":2,"featured_media":99574,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":[],"categories":[111],"tags":[8875,1695,8135,6988,1929],"yoast_head":"\n
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