{"id":111450,"date":"2020-10-02T09:56:18","date_gmt":"2020-10-02T07:56:18","guid":{"rendered":"https:\/\/ipmark.com\/?p=111450"},"modified":"2020-10-02T09:56:18","modified_gmt":"2020-10-02T07:56:18","slug":"nace-the-corporate-purpose-roadmap-guia-para-desarrollar-el-proposito-corporativo","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=111450","title":{"rendered":"Nace The Corporate Purpose Roadmap, gu\u00eda para desarrollar el prop\u00f3sito corporativo"},"content":{"rendered":"

<\/b>La sociedad demanda m\u00e1s compromiso y empat\u00eda a las empresas ante los diferentes cambios sociales o culturales, especialmente, en este contexto de pandemia<\/a>. Aquellas marcas que contaban con un prop\u00f3sito gestionado y bien construido, han aumentado su reputaci\u00f3n y credibilidad. Ante este escenario, nace The Corporate Purpose Roadmap, metodolog\u00eda para ayudar a las compa\u00f1\u00edas a crear, implementar y activar su objetivo para que sea relevante, diferencial y aut\u00e9ntico.\u00a0<\/b><\/p>\n

Desarrollada por el socio fundador Superunion y Corporate Excellence<\/b>, esta gu\u00eda permite a las empresas identificar su verdadero \u2018leitmotiv<\/em>\u2019, es decir, la raz\u00f3n de ser de una organizaci\u00f3n, desarrollarlo, ver qu\u00e9 productos o servicios ofrecen y cu\u00e1l va a ser el alcance y la contribuci\u00f3n. \u00abEs una metodolog\u00eda, contrastada y justificada, para guiar y ayudar a las marcas a implementar su prop\u00f3sito corporativo,<\/b> la palanca de la empresa\u00bb, ha explicado Clara Font\u00e1n, director of intelligence & knowledge<\/i> Corporate Excellence \u2013 Centre for Reputation Leadership, en la presentaci\u00f3n de The Corporate Purpose Roadmap, que estuvo acompa\u00f1ada por \u00c1ngel Alloza,<\/b> CEO de Corporate Excellence Centre for Reputation Leadership y Almudena Clemente<\/b>, head of strategy <\/i>de Superunion.<\/p>\n

Clara Font\u00e1n habl\u00f3 del proceso de trabajo previo a la realizaci\u00f3n de esta metodolog\u00eda, <\/i><\/b>se\u00f1alando que existen seis grandes premisas que deben recoger las empresas<\/b> interesadas en implementarlo: impacto positivo, \u00abno se trata de cambiar el mundo, pero s\u00ed encontrar aquellos espacios que permiten contribuir de alguna forma\u00bb; aut\u00e9ntico, que est\u00e9 alineado con la realidad y el negocio; imbuido en la cultura corporativa; impulsado y compartido por los l\u00edderes empresariales; prop\u00f3sito pensado a largo plazo y cuantificable y aplicable a la realidad.<\/p>\n

\"\"<\/p>\n

Fases de desarrollo<\/b><\/h3>\n

Para hablar de las fases del proceso de creaci\u00f3n del prop\u00f3sito a trav\u00e9s de la metodolog\u00eda The Corporate Purpose Roadmap, Almudena Clemente<\/b> present\u00f3 cuatro fases que deben existir en el desarrollo<\/b>. La ejecuci\u00f3n de estos puntos tienen una duraci\u00f3n aproximada de entre seis y 12 meses.<\/p>\n

    \n
  • Fase 0: Convicci\u00f3n. <\/b>Convencer a la organizaci\u00f3n de la importancia y necesidad de tener este objetivo bien definido.<\/li>\n<\/ul>\n
      \n
    • Fase 1: Descubrimiento y construcci\u00f3n.<\/b> \u00abConocer el negocio y el sector, la marca, involucrar a los empleados y, por \u00faltimo, el equipo directivo, que tiene que contar por qu\u00e9 se hace este proyecto, la m\u00e1xima aportaci\u00f3n de la empresa y c\u00f3mo se vincula con la marca\u00bb, explic\u00f3 la profesional. Ejemplos de marcas que han implementado correctamente esta fase en sus modelos de negocio: Patagonia, Nike, Cocunat, Hola Luz, Unilever, Telef\u00f3nica<\/strong>, etc.<\/li>\n
    • Fase 2: Activaci\u00f3n e implementaci\u00f3n.<\/b> \u00abAsegurar que la coherencia de nuestra compa\u00f1\u00eda est\u00e9 alineada con el prop\u00f3sito. Tendremos que revisar todos los procesos, incluso eliminar, para poder dar respuesta a la realidad de la entidad\u00bb.<\/li>\n
    • Fase 3: Comunicaci\u00f3n<\/b>. Trasladar el mensaje a nuestras principales audiencias, internas y externas, a trav\u00e9s de distintos canales, formatos y puntos de contacto.<\/li>\n
    • Fase 4: Medici\u00f3n y monitorizaci\u00f3n.<\/b> Los resultados deben ser medidos y evaluados.<\/li>\n<\/ul>\n
      \"\"
      Fase Comunicaci\u00f3n.<\/figcaption><\/figure>\n

      El encuentro tambi\u00e9n cont\u00f3 con la participaci\u00f3n de Josep Santacreu<\/b>, CEO de DKV y Aitor Jauregui,<\/b> responsable para BlackRock en Espa\u00f1a, Portugal y Andorra, que aportaron sus experiencias de empresas involucradas en el desarrollo de un prop\u00f3sito corporativo.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Desarrollada por el socio fundador Superunion y Corporate Excellence.<\/p>\n","protected":false},"author":30,"featured_media":111453,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[6058],"class_list":["post-111450","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-proposito-de-marca"],"acf":[],"yoast_head":"\nNace The Corporate Purpose Roadmap, gu\u00eda para desarrollar el prop\u00f3sito corporativo<\/title>\n<meta name=\"description\" content=\"Nace The Corporate Purpose Roadmap para ayudar a las compa\u00f1\u00edas a crear, implementar y activar su prop\u00f3sito.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=111450\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" 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