Capítulo 3. Aprovechar las oportunidades
| Pages | 37-46 |
| Author | José María Mendoza Guerra |
37
Capítulo 3
aprovechar las oportunidades
En realidad, la detección y aprovechamiento de las oportunidades es un
tema clave en innovación (Drucker, 1985). Generalmente, cuando se
trabaja sobre esta estrategia se coloca el puntero en la detección de pro-
blemas, como inicio de la faena innovadora. En este caso se entiende
por problema una desviación con relación a un comportamiento consi-
derado normal o esperado, y se devela en la planeación, especí! camen-
te en el diagnóstico y en el ejercicio del control, en forma concreta, en
la etapa de evaluación. Pero aunque los problemas siguen siendo im-
portantes, hoy las oportunidades juegan un papel central en la gerencia
innovadora. Además, los problemas son más fáciles de detectar, pues
prácticamente nos dan en las narices, sin embargo el trabajo de identi-
! car, las oportunidades es menos directo, por ello es poco reconocido,
a pesar de su valor desde el punto de vista innovador (Ko er, 2015).
Por otra parte, las oportunidades se dejan pasar frecuentemente debido
a las rutinas de la empresa, las ! jaciones mentales, el pensar estático o
metafísico y la cultura tradicional, los cuales actúan como ojerizas que
impiden verlas, y de esta manera, se frena el desarrollo innovador de la
compañía.
Las oportunidades, a diferencia de los problemas, se originan externa-
mente; tienen que ver con el entorno de la empresa, como lo descu-
brieron los clásicos de la gerencia estratégica (Anso$ , 1976; Andrews,
1985), y pueden de! nirse como aquellos valores de variables o com-
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