{"id":216771,"date":"2025-03-20T13:21:53","date_gmt":"2025-03-20T12:21:53","guid":{"rendered":"https:\/\/ipmark.com\/?p=216771"},"modified":"2025-03-20T14:33:12","modified_gmt":"2025-03-20T13:33:12","slug":"zara-movistar-y-melia-el-poder-de-la-innovacion-espanola","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=216771","title":{"rendered":"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola"},"content":{"rendered":"<p><b>Apple, Meli\u00e1, Movistar, Toyota y Zara han sido reconocidas como las empresas l\u00edderes en innovaci\u00f3n.\u00a0 As\u00ed lo ha revelado la III edici\u00f3n del \u00cdndice Espa\u00f1ol de Innovaci\u00f3n (IEI) elaborado por la Universidad Carlos III de Madrid (UC3M), en colaboraci\u00f3n con la consultora Neovantas, el cu\u00e1l destaca las marcas m\u00e1s innovadoras en el mercado espa\u00f1ol seg\u00fan la percepci\u00f3n de los consumidores.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Este \u00edndice mide la innovaci\u00f3n desde la perspectiva de los consumidores en lugar de basarse en inversiones en I+D o indicadores macroecon\u00f3micos. El IEI analiza tres dimensiones clave: <\/span><b>innovaci\u00f3n comercial<\/b><span style=\"font-weight: 400;\"> (percepci\u00f3n global de los productos y servicios de la empresa), <\/span><b>innovaci\u00f3n digital<\/b><span style=\"font-weight: 400;\"> (nivel de innovaci\u00f3n en soluciones digitales) e <\/span><b>innovaci\u00f3n social<\/b><span style=\"font-weight: 400;\"> (contribuci\u00f3n percibida a la sociedad y al medioambiente).<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Resultados del IEI 2024: Empresas m\u00e1s innovadoras<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Seg\u00fan los resultados del IEI, basados en m\u00e1s de 24.600 encuestas y el an\u00e1lisis de 127 marcas de 21 sectores del mercado espa\u00f1ol, las empresas mejor valoradas en cada categor\u00eda fueron:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Innovaci\u00f3n comercial: <\/span><b>Apple<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Innovaci\u00f3n digital: <\/span><b>Apple<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Innovaci\u00f3n social: <\/span><b>Toyota<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">En cuanto a las empresas espa\u00f1olas, los ganadores fueron:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Innovaci\u00f3n comercial: <\/span><b>Zara<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Innovaci\u00f3n digital: <\/span><b>Movistar<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Innovaci\u00f3n social: <\/span><b>Meli\u00e1<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p><b>Uber <\/b><span style=\"font-weight: 400;\">tambi\u00e9n recibi\u00f3 una menci\u00f3n especial por estar presente en el top 10 de las tres categor\u00edas del \u00edndice.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Liderazgo por sectores<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El estudio tambi\u00e9n destac\u00f3 las marcas m\u00e1s innovadoras en distintos sectores del mercado. Entre ellas, <\/span><b>Mutua Madrile\u00f1a se posicion\u00f3 como l\u00edder en compa\u00f1\u00edas aseguradoras<\/b><span style=\"font-weight: 400;\">, <\/span><b>Amazon en e-commerce<\/b><span style=\"font-weight: 400;\">, <\/span><b>TikTok en redes sociales<\/b><span style=\"font-weight: 400;\">, <\/span><b>Lidl en supermercados<\/b><span style=\"font-weight: 400;\">, <\/span><b>Iberia en aerol\u00edneas<\/b><span style=\"font-weight: 400;\">, <\/span><b>Sanitas en seguros de salud<\/b><span style=\"font-weight: 400;\"> y <\/span><b>Glovo en servicios de entrega<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El \u00cdndice Espa\u00f1ol de Innovaci\u00f3n ha analizado 127 marcas del mercado espa\u00f1ol de 21 sectores, a lo largo de todo el a\u00f1o 2024.<\/p>\n","protected":false},"author":19297,"featured_media":216774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5901],"tags":[6167,2226],"class_list":["post-216771","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencias","tag-innovacion","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola<\/title>\n<meta name=\"description\" content=\"El \u00cdndice Espa\u00f1ol de Innovaci\u00f3n ha analizado 127 marcas del mercado espa\u00f1ol de 21 sectores, a lo largo de todo el a\u00f1o 2024.\" \/>\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=216771\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola\" \/>\n<meta property=\"og:description\" content=\"El \u00cdndice Espa\u00f1ol de Innovaci\u00f3n ha analizado 127 marcas del mercado espa\u00f1ol de 21 sectores, a lo largo de todo el a\u00f1o 2024.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=216771\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-20T12:21:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-20T13:33:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/iei-ip.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Elena Serrano\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Elena Serrano\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771\"},\"author\":{\"name\":\"Elena Serrano\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0ee1cbf87c364f9a3a2832ef15f66c30\"},\"headline\":\"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola\",\"datePublished\":\"2025-03-20T12:21:53+00:00\",\"dateModified\":\"2025-03-20T13:33:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771\"},\"wordCount\":304,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/iei-ip.jpg\",\"keywords\":[\"innovaci\u00f3n\",\"marcas\"],\"articleSection\":[\"Tendencias\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=216771\",\"name\":\"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/iei-ip.jpg\",\"datePublished\":\"2025-03-20T12:21:53+00:00\",\"dateModified\":\"2025-03-20T13:33:12+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0ee1cbf87c364f9a3a2832ef15f66c30\"},\"description\":\"El \u00cdndice Espa\u00f1ol de Innovaci\u00f3n ha analizado 127 marcas del mercado espa\u00f1ol de 21 sectores, a lo largo de todo el a\u00f1o 2024.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=216771\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/iei-ip.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/iei-ip.jpg\",\"width\":1140,\"height\":635,\"caption\":\"\u00cdndice Espa\u00f1ol de Innovaci\u00f3n\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=216771#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0ee1cbf87c364f9a3a2832ef15f66c30\",\"name\":\"Elena Serrano\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b2ece0c2a638079ef709a6ef841a8eb3404157d8bee4fb6dc99a4978d53a6e9b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b2ece0c2a638079ef709a6ef841a8eb3404157d8bee4fb6dc99a4978d53a6e9b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b2ece0c2a638079ef709a6ef841a8eb3404157d8bee4fb6dc99a4978d53a6e9b?s=96&d=mm&r=g\",\"caption\":\"Elena Serrano\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=19297\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola","description":"El \u00cdndice Espa\u00f1ol de Innovaci\u00f3n ha analizado 127 marcas del mercado espa\u00f1ol de 21 sectores, a lo largo de todo el a\u00f1o 2024.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=216771","og_locale":"es_ES","og_type":"article","og_title":"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola","og_description":"El \u00cdndice Espa\u00f1ol de Innovaci\u00f3n ha analizado 127 marcas del mercado espa\u00f1ol de 21 sectores, a lo largo de todo el a\u00f1o 2024.","og_url":"https:\/\/ipmark.com\/?p=216771","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2025-03-20T12:21:53+00:00","article_modified_time":"2025-03-20T13:33:12+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/iei-ip.jpg","type":"image\/jpeg"}],"author":"Elena Serrano","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Elena Serrano","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=216771#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=216771"},"author":{"name":"Elena Serrano","@id":"https:\/\/ipmark.com\/#\/schema\/person\/0ee1cbf87c364f9a3a2832ef15f66c30"},"headline":"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola","datePublished":"2025-03-20T12:21:53+00:00","dateModified":"2025-03-20T13:33:12+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=216771"},"wordCount":304,"image":{"@id":"https:\/\/ipmark.com\/?p=216771#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/iei-ip.jpg","keywords":["innovaci\u00f3n","marcas"],"articleSection":["Tendencias"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=216771","url":"https:\/\/ipmark.com\/?p=216771","name":"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=216771#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=216771#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/iei-ip.jpg","datePublished":"2025-03-20T12:21:53+00:00","dateModified":"2025-03-20T13:33:12+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/0ee1cbf87c364f9a3a2832ef15f66c30"},"description":"El \u00cdndice Espa\u00f1ol de Innovaci\u00f3n ha analizado 127 marcas del mercado espa\u00f1ol de 21 sectores, a lo largo de todo el a\u00f1o 2024.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=216771#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=216771"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=216771#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/iei-ip.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/iei-ip.jpg","width":1140,"height":635,"caption":"\u00cdndice Espa\u00f1ol de Innovaci\u00f3n"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=216771#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Zara, Movistar y Meli\u00e1: el poder de la innovaci\u00f3n espa\u00f1ola"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/0ee1cbf87c364f9a3a2832ef15f66c30","name":"Elena Serrano","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/b2ece0c2a638079ef709a6ef841a8eb3404157d8bee4fb6dc99a4978d53a6e9b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b2ece0c2a638079ef709a6ef841a8eb3404157d8bee4fb6dc99a4978d53a6e9b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b2ece0c2a638079ef709a6ef841a8eb3404157d8bee4fb6dc99a4978d53a6e9b?s=96&d=mm&r=g","caption":"Elena Serrano"},"url":"https:\/\/ipmark.com\/?author=19297"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/216771","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/19297"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=216771"}],"version-history":[{"count":2,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/216771\/revisions"}],"predecessor-version":[{"id":216810,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/216771\/revisions\/216810"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/216774"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=216771"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=216771"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=216771"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}