Prólogo
| Pages | 9-12 |
| Author | José María Mendoza Guerra |
9
José María Mendoza Guerra
Prólogo
Prólogo
La competitividad del mundo actual cabalga sobre dos estribos: la glo-
balización y la economía abierta. L a primera ha uni ! cado el mercado
mundial como efecto del proceso de identi! cación de las necesidades
y preferencias de los consumidores, promovida por el avance de las
tecnologías de la comunicación y la información, como lo compren-
dió Levi (1987) mientras que la apertura de las economías nacionales
ha posibilitado la extensión de la competencia a nivel planetario. Estos
factores de manera conjunta han hecho que la competencia se endurez-
ca en todo el globo.
Si bien en este escenario competitivo el costo continúa siendo una va-
riable importante y por ello se le apuesta a la tecnología, la terceriza-
ción y la exib ilidad laboral. La estrategia competitiva que más se ha
desarrollado es la diferenciación, debido a que ella permite lograr una
ventaja competitiva sostenida; por ello, en los últimos tiempos se ha
venido trabajando con fuerza el tema de la calidad para las empresas
manufactureras, el tópico del servicio para las empresas basadas en la
interacción humana, rapidez para compañías donde el tiempo es una
variable clave, y ! nalmente la innovación, que permite enfrentar cam-
bios drásticos del entorno.
Pero, a su vez, las ex igencias de reducir los costos y crear valor de ma-
nera simultánea, han requerido el uso del conocimiento, el cual resulta
fundamental en el uso de la tecnología para aumentar la productividad,
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