Gestión del Capital Intelectual

Anuncio
8QLYHUVLGDGGH%XUJRV
La gestión del conocimiento
y del capital intelectual
-RVp0DUtD9LHGPD0DUWL
'U,QJHQLHUR,QGXVWULDO/LFHQFLDGRHQ&LHQFLDV(FRQyPLFDV
3URIHVRUGH$GPLQLVWUDFLyQGH(PSUHVDVGHOD
8QLYHUVLGDG3ROLWpFQLFDGH&DWDOXxD\GH(6$'(
6RFLR)XQGDGRUGH0$)XVLRQHV\$GTXLVLFLRQHV6/
\GH,QWHOOHFWXDO&DSLWDO0DQDJHPHQW6\VWHPV
6RFLHGDGGHOD,QIRUPDFLyQ
6RFLHGDGGHOD,QIRUPDFLyQ
6XEVHFWRUHV GHODV7HFQRORJtDVGHOD,QIRUPDFLyQ\GHODVFRPXQLFDFLRQHV
7HOHFRPXQLFDFLRQHV
,QIRUPiWLFD
(OHFWUyQLFDSURIHVLRQDO
(OHFWUyQLFDGHFRQVXPR
0LFURHOHFWUyQLFD\
FRPSRQHQWHVHOHFWUyQLFRV
‹-RVp09LHGPD0DUWL
)XHQWHVGHFUHDFLyQGHULTXH]D
)XHQWHVGHFUHDFLyQGHULTXH]D
&DSLWDO
&RQRFLPLHQWR
7UDEDMR
7LHUUD
‹-RVp09LHGPD0DUWL
$JUtFROD
,QGXVWULDO
&RQRFLPLHQWR
)XHQWH6DYDJH&K
'HILQLFLRQHV
'HILQLFLRQHV
'DWRV &RQMXQWRGHHOHPHQWRVQXPpULFRVDOIDEpWLFRVKHFKRV
IHFKDV HWFUHODFLRQDGRV
,QIRUPDFLyQ &RQMXQWRGHGDWRVGRWDGRVGHUHOHYDQFLD\SURSyVLWR
&RQRFLPLHQWR0H]FODGHH[SHULHQFLDVYDORUHVLQIRUPDFLyQ
FRQWH[WXDOL]DGD \SHUFHSFLRQHVGHXQH[SHUWRKXPDQRTXH
SURYHHQXQPDUFRSDUDHYDOXDUHLQFRUSRUDUQXHYDVH[SHULHQFLDV
HLQIRUPDFLyQ6HRULJLQD\HVDSOLFDGRHQODVPHQWHVGH´ORV
FRQRFHGRUHVµ/DLQWHUYHQFLyQKXPDQDHVLQGLVSHQVDEOHSDUDTXH
VHSURGX]FDHOFRQRFLPLHQWR
&DSLWDO,QWHOHFWXDO&RQRFLPLHQWRVTXHSURGXFHQYDORUSDUDODHPSUHVD
‹-RVp09LHGPD0DUWL
)XHQWH3UXVDN
,QWHUUHODWLRQVKLSDPRQJ
,QWHUUHODWLRQVKLSDPRQJ 'DWD
'DWD
,QIRUPDWLRQ
,QIRUPDWLRQ .QRZOHGJHDQG
.QRZOHGJHDQG ,&
,&
'DWRV
'DWRV
HH
,GHDV
,GHDV
'DWRV
,QIRUPDFLyQ
,QIRUPDFLyQ
'DWRV
RUJDQL]DGRV
&RQRFLPLHQWR
&RQRFLPLHQWR
H[SOtFLWR
H[SOtFLWR
\\
WiFLWR
WiFLWR
3URFHVRGLQiPLFR
UHDOL]DGRSRUODSHUVRQD
KXPDQDSDUDMXVWLILFDU
\SUREDUDILUPDFLRQHV
TXHFRQVLGHUDFLHUWDVR
YHUGDGHUDV
&, &RQRFLPLHQWRWUDQVIRUPDGRHQYDORUSDUDODRUJDQL]DFLyQ
‹-RVp09LHGPD0DUWL
&DSLWDO
&DSLWDO
,QWHOHFWXDO
,QWHOHFWXDO
&RQRFLPLHQWR
TXHSURGXFH
YDORU
/RVWLSRVGHFRQRFLPLHQWR
/RVWLSRVGHFRQRFLPLHQWR
&RQRFLPLHQWR
7iFLWR
&RQRFLPLHQWR
([SOtFLWR
([SHULHQFLD
FXHUSR
5DFLRQDOLGDG
PHQWH
6LPXOWiQHR
DTXt\DKRUD
6HFXHQFLDO
DOOt\HQWRQFHV
$QiORJR
SUiFWLFD
'LJLWDO
WHRUtD
‹-RVp09LHGPD0DUWL
Ikujiro Nonaka, 1995.
'HOD,QIRUPDFLyQDODYHQWDMDFRPSHWLWLYD
'HOD,QIRUPDFLyQDODYHQWDMDFRPSHWLWLYD
,QIRUPDFLyQ
&RQRFLPLHQWR
&DSLWDO,QWHOHFWXDO
*HVWLyQGHOD,QIRUPDFLyQ
*HVWLyQGHOFRQRFLPLHQWR
*HVWLyQGHO&DSLWDO,QWHOHFWXDO
9HQWDMDFRPSHWLWLYD
‹-RVp09LHGPD0DUWL
)XHQWH&tUFXORGH(PSUHVDULRV0DGULG
*HVWLyQGHOFRQRFLPLHQWR\GHO&DSLWDO,QWHOHFWXDO
*HVWLyQGHOFRQRFLPLHQWR\GHO&DSLWDO,QWHOHFWXDO
*HVWLyQGHO&DSLWDO,QWHOHFWXDO,&0
6HFHQWUDHQODFRQVWUXFFLyQ\JHVWLyQGHORVDFWLYRV
LQWHOHFWXDOHVGHVGHXQDSHUVSHFWLYDHVWUDWpJLFD\
JHUHQFLDOLQFOX\HQGRDVLPLVPRDOJXQRVDVSHFWRV
WiFWLFRV6XIXQFLyQFRQVLVWHHQODFRQVLGHUDFLyQJOREDO
GHWRGRVORVDFWLYRVLQWHOHFWXDOHVGHODHPSUHVD
*HVWLyQGHOFRQRFLPLHQWR.0
7LHQHXQDSHUVSHFWLYDPiVWiFWLFD\RSHUDFLRQDO
.0HVPiVGHWDOODGD\VHFHQWUDHQIDFLOLWDU\JHVWLRQDU
DFWLYLGDGHVUHODFLRQDGDVFRQHOFRQRFLPLHQWRWDOHVFRPR
VXFUHDFLyQFDSWXUDWUDQVIRUPDFLyQ\XVR6XIXQFLyQ
FRQVLVWHHQSODQLILFDUSRQHUHQPDUFKDRSHUDU\PRQLWRUL]DU
WRGDVODVDFWLYLGDGHV\SURJUDPDVTXHUHTXLHUHODJHVWLyQ
HILFD]GHOFDSLWDOLQWHOHFWXDO
‹-RVp09LHGPD0DUWL
6RXUFH :LLJ.DUO 0
,&0\.0
,&0\.0
3HUVSHFWLYDPiVDPSOLD
PXOWLGLPHQVLRQDOFXEULHQGROD
PD\RUSDUWHGHODVDFWLYLGDGHV
,QLFLDWLYDVXQLGLPHQVLRQDOHV
0RGDVSDVDMHUDV
740
%35
0%2
053
0,6
,&0
.0
,QLFLDWLYDV
TXHVH
GHVYDQHFHQ
'RZQVL]LQJ
%HQFKPDUNLQJ
(PSRZHUPHQW
2XWVRXUFLQJ
.$,=(1
,&0\.0VRQSLODUHVIXQGDPHQWDOHVRSLHGUDVDQJXODUHVHQHO
PRGHORGHJHVWLyQHILFD]RH[FHOHQWHGHOVLJOR;;,
‹-RVp09LHGPD0DUWL
)XHQWH(ODERUDFLyQ3URSLD
$PD]RQ·V*URZLQJ8QLYHUVH
$PD]RQ·V*URZLQJ8QLYHUVH
1RZ
:KHUH$PD]RQKDV3OXQJHGLQ"
• %RRNV
• 0XVLF
• 9LGHRV
6RRQ
:KHUH$PD]RQLVWHVWLQJWKHZDWHUV"
• &RQVXPHU(OHFWURQLFV
• *DPHV
• 7R\V
)XWXUH
:KHUH$PD]RQFRXOGGLYHQH[W"
• 6RIWZDUH
• +HDOWK6XSSOLHV
• $SSDUHO
• )ORZHUV
• 0DJD]LQHVXEVFULSWLRQV
• 7UDYHODUUDQJHPHQWV
‹-RVp09LHGPD0DUWL
Source: Business Week, 1998.
6WDFNLQJXSWKH$PD]RQ$GYDQWDJH
6WDFNLQJXSWKH$PD]RQ$GYDQWDJH
$0$=21
1 Web Site
3.1 Million
2%
306%
$ 375.000
24
Low
High
96
%$51(612%/(
Number of Stores
1.011
Titles per Superstore
175.000
Book Returns
30%
Sales Growth
10%
Sales per employee (annual) $ 100.000
Inventory Turnovers per year
3
Long-Term Capital Requirements High
Cash Flow
Low
6RXUFH &RPSDQLHV +XPPEHU:LQEODG%XVLQHVV :HHN 'LF
‹-RVp09LHGPD0DUWL
$PD]RQ·V$PD]LQJ9DOXDWLRQ
$PD]RQ·V$PD]LQJ9DOXDWLRQ
$PD]RQFRP
Mattel
Federated Dept. Sotres
Delta air lines
Hershey foods
Kmart
Hilton Hotels
Toys’R’ US
Maytag
Apple Computer
Circuit city
Barnes & Noble
6RXUFH %ORRPEHUJ $QDO\VWV(VWLPDWHV 'LF
‹-RVp09LHGPD0DUWL
Market Value
in billions
10,1
8,5
7,9
7,6
7,5
5,6
5,2
4,9
4,6
3,7
2,2
Annual
Revenues
in billions
5,2
15,8
14,6
4,5
33,7
5,5
11,4
4,2
6,9
9,3
3,1
&DUDFWHUtVWLFDVGH
&DUDFWHUtVWLFDVGH %HQHWWRQ
%HQHWWRQ
• (PSUHVDIDPLOLDUFRQVWLWXLGDHQ %HQHWWRQ /XFLDQR *LXOLDQD
• 'LVHxRFRQIHFFLyQGLVWULEXFLyQ\YHQWDGHURSDSULQFLSDOPHQWH
MXYHQLO
• 3UHQGDVGHSXQWRGHFRORUHVOODPDWLYRVGLVHxRPRGHUQR\SUHFLRV
PRGHUDGRV
• 0XOWLQDFLRQDOTXHIDFWXUDPiVGHPLOPLOORQHVGHGyODUHVDxR
• 7LQWXUDGHODVSUHQGDVXQDYH]FRQIHFFLRQDGDV
• (VWUDWHJLDGHIDEULFDUHQIXQFLyQGHODGHPDQGD
• 8WLOL]DFLyQHVWUDWpJLFDGHODVWHFQRORJtDVGHODLQIRUPDFLyQ
• 2UJDQL]DFLyQGHODHPSUHVDHQIRUPDGHUHG
• &RQFHQWUDFLyQHQ³FRUHEXVLQHVV´\ VXEFRQWUDWDFLyQ GHDFWLYLGDGHVQR
HVHQFLDOHV
• ,QWHUFRQH[LyQGHODVDFWLYLGDGHVGHODFDGHQDGHYDORUPHGLDQWH
WHFQRORJtDVGHODLQIRUPDFLyQ
• SXQWRVGHYHQWDHQPiVGHSDtVHV\DJHQWHV
UHSUHVHQWDQWHV$PpULFD(XURSD\$VLD
‹-RVp09LHGPD0DUWL
%HQHWWRQ
%HQHWWRQ
³2XWVRXUFLQJ´6XEFRQWUDWDFLyQ
KDFLDDGHODQWH
KDFLDDWUiV
'LVWULEXFLyQ
)DEULFDFLyQ
&RQWUDWLVWDV
([WHUQRV
%(1(7721
$JHQWHV
9HQWDV
7LHQGDV
HQHOPXQGR
‹-RVp09LHGPD0DUWL
%HQHWWRQ
%HQHWWRQ
%(1(7721³2876285&,1*´
352&(62'()$%5,&$&,21(1/$',9,6Ë21'(/$1$
)DVHGH
3URGXFFLyQ
5HDOL]DGD
GHQWURGHOD
HPSUHVD
5HDOL]DGD
IXHUDGHOD
HPSUHVD
1~PHURGH
VXEFRQWUD
WLVWDV
*UDGRGH
H[FOXVLYLGDG
7HMLGR
&RQIHFFLyQ
7LQWH
$FDEDGR
7UDWDPLHQWR
TXtPLFR
‹-RVp09LHGPD0DUWL
3DUDGLJPDVDFWXDOHVGHODHPSUHVD
3DUDGLJPDVDFWXDOHVGHODHPSUHVD
FRPSHWLWLYDRH[FHOHQWH
FRPSHWLWLYDRH[FHOHQWH
•7KH1HWZRUNHGRUJDQL]DWLRQ'UXFNHU 3
•7KH6KDPURFNRUJDQL]DWLRQ+DQG\ &K
•7KH/HDUQLQJRUJDQL]DWLRQ 6HQJH 3
•7KH5HODWLRQDORUJDQL]DWLRQ .HHQ 3
•7KH&OXVWHURUJDQL]DWLRQ4XLQQ'
•7KH,QWHOOLJHQWHQWHUSULVH4XLQQ%
•7KH9LUWXDOFRUSRUDWLRQ0DORQH'DYLGRZ
•7KH5HHQJLQHHUHGFRUSRUDWLRQ+DPPHU&KDPS\
•7KH'HPRFUDWLFRUJDQL]DWLRQ $FNRIW 5
•7KH&UD]\RUJDQL]DWLRQ
3HWHUV 7
•7KH/LYLQJFRPSDQ\
'H*HXV
•7KH&HQWHUOHVVFRUSRUDWLRQ3DWHUQDFN9LVFLR
‹-RVp09LHGPD0DUWL
&DUDFWHUtVWLFDVKXPDQDV\
&DUDFWHUtVWLFDVKXPDQDV\ RUJDQL]DFLRQDOHV
RUJDQL]DFLRQDOHV
GHORVSDUDGLJPDVDFWXDOHVGHODHPSUHVD
GHORVSDUDGLJPDVDFWXDOHVGHODHPSUHVD
FRPSHWLWLYDRH[FHOHQWH
FRPSHWLWLYDRH[FHOHQWH
• (TXLSRV PXOWLGLVFLSOLQDUHV TXHDYHFHVVHJHVWLRQDQHOORVPLVPRV
• 7UDEDMRHQIRUPDGHUHGFRQVRSRUWHGHUHGHVGH 3F¶V
• 5HGXFFLyQGHORVQLYHOHVMHUiUTXLFRVGHOD\HULQJ
• 0iVDXWRQRPtD\SRGHUGHGHFLVLyQHPSRZHUPHQW
• 1XHYRSDSHOGHORVGLUHFWLYRV )DFLOLWDGRUHV(QWUHQDGRUHV&RDFK
• ,QYHUVLRQHVHQIRUPDFLyQ\DSUHQGL]DMH
• ,QIRUPiWLFD\WHOHFRPXQLFDFLRQHVLQVWUXPHQWRVJHQHUDOL]DGRVFRQ
LPSDFWRHQODHVWUDWHJLDODFDOLGDG\ODSURGXFWLYLGDG
• 6XEFRQWUDWDFLyQ\QXHYDVUHODFLRQHVFRQFOLHQWHV\SURYHHGRUHV
• 3DVRGHJHVWRUHVDOtGHUHVLPSRUWDQFLDGHODYLVLyQ
• 1XHYRVLQGLFDGRUHVGHHYDOXDFLyQQRILQDQFLHURV
• 1XHYDVFRPSHWHQFLDV\QXHYRVPpWRGRVGHGHVDUUROORSHUVRQDO
• 1XHYDVIRUPDVGHUHPXQHUDFLyQHLQFHQWLYRV
‹-RVp09LHGPD0DUWL
/DDGDSWDFLyQGHORVGLVHxRVDODV
/DDGDSWDFLyQGHORVGLVHxRVDODV
SULRULGDGHVGHORVFOLHQWHV
SULRULGDGHVGHORVFOLHQWHV
&RPHUFLRGHSUHQGDVGHYHVWLU
&RPHUFLRGHSUHQGDVGHYHVWLU
¶V¶V
• 7UDMHV\YHVWLGRVD
PHGLGD
• 7UDWRSHUVRQDOL]DGR
• 9HVWLUIRUPDOFRORUHV
DSDJDGRV
3HTXHxRWLHQGD
• 9HQWDURSD
• 0RGLVWDV\VDVWUHV
• 5HODFLyQSHUVRQDOFOLHQWH
WLHQGDGHEDUULR
6DVWUHVPRGLVWDV\WLHQGDV
URSD(VFDUPLV5LSROO
‹-RVp09LHGPD0DUWL
¶V¶V
• 9HVWLUGHSRUWLYRH
LQIRUPDO
• &RORUHVPiVYLYRV
• 3UHQGDVFRQIHFFLRQDGDV
• 3UHFLRFDOLGDG
DMXVWDGR
•
•
•
•
•
*UDQGHV7LHQGDV
0XFKRVXUWLGR
3UHQGDVFRQIHFFLRQDGDV
0HGLGDLQGXVWULDO
(VFDODGRGHWDOODV
7RGREDMRXQPLVPR
WHFKR
*UDQGHVDOPDFHQHV
(O&RUWH,QJOpV &RUWHILHO
6DVWUHUtDPRGHOR*DOHV
¶V
• 5HODFLyQFDOLGDGSUHFLR
LPEDWLEOH
• $MXVWHUiSLGRDODPRGD
• 2WUDYH]DODPHGLGD
• /LEHUWDGHQODHOHFFLyQ
•
•
•
•
•
•
7LHQGDVWDPDxRLQWHUPHGLR
0HGLGDRUGHQDGRU
6XUWLGRVHOHFFLRQDGR
'HFRUDFLyQFXLGDGD
/LEHUWDGFOLHQWH
)UDQTXLFLDV
0RGDUDELRVD
0DQJR 3XOODQG%HDU
6SULQJILHOG =DUD6HxRU
QHFHVLGDGHV
SULRULWDULDV
"
GLVHxRVGH
QHJRFLRV
"
'LVHxRVGH1HJRFLR,
'LVHxRVGH1HJRFLR,
&RQIHFFLyQ
0RGHOR
&RUWHILHO
6SULQJILHOG
=DUD
3XOODQG%HDU
0D[LPR'XWWL
(Q0DQJDVGH&DPLVD
$UWHVDQRVFDPLVHURV
6t6HxRU
/DFRVWH
%HQHWWRQ
2ULJLQDO /HYL¶V6WRUH
0DQJR
7LQWRUHWR
'RQ$OJRGyQ
'RURWK\3HUNLQV
‹-RVp09LHGPD0DUWL
+RUQRVGH3DQ
)HWG¶DUD
%RSDQ
(OPROt YHOO
%HOLVROj
3DQLVKRS
2SWLFDV
2SWLFD
2SWLSUL[
9LVLRQODE
2SWLFDXQLYHUVLWDULD
2SWLFRVW
*UDQ 2SWLFDO
*HQHUDO2SWLFD
6XQ3ODQHW *DIDVGHVRO
'LVHxRVGH1HJRFLR,,
'LVHxRVGH1HJRFLR,,
)RWRJUDItD
)RWRSUL[
)RWRVLVWHPD
)XML
.RGDN
466
(QVHxDQ]D
,GLRPDV
:DOO6WUHHW,QVWLWXWH
2SHQLQJ(QJOLVK
%OD %OD&RPSDQ\
+RPH(QJOLVK
‹-RVp09LHGPD0DUWL
)DVW)RRG
7LQWRUHULDV
3DQV &RPSDQ\
%RFDWWD
%XUJHU.LQJ
0F'RQDOG¶V
.HQWXN\)ULHG&KLFNHQ
6XEZD\
i VHF
&LW\6HF
9LWVHF
3UHVVWR
&HQWURQHW
,QIRUPiWLFD
(77
0HJDE\WH
/RJLF &RQWURO
9RELV
%HHS
)XWXUHNLGV
0DQ3RZHU
/DERUPDQ
$GHFFR
3HRSOH
8PDQR
$OWD*HVWLyQ
'LVHxRVGH1HJRFLR,,,
'LVHxRVGH1HJRFLR,,,
)DVW)RRG
'HOLYHU\
7HOHSL]]D
6DSUL
3L]]D +XW
'RPLQR¶V
7UXLWDPRQ
'XQNLQ¶'RQXWV
7HOHIRQtD0yYLO
$LUWHO
$LUSRLQW
0RYLOLQH
0RYLVWDU
‹-RVp09LHGPD0DUWL
%RGDV
%ULFRODJH
3URQRYLDV
1RYLDV&LG
0XQGR1RYLDV
$.,
/HUR\0HUOLQ
/DSHLUH
0U %ULFRODJH
$UWtFXORVGH
$YHQWXUD
&RVPpWLFD
QDWXUDO
&RURQHO 7DSLRFFD
7KH DYHQWXUH IDFWRU\
(VHQFLDO0HGLWHUUiQHR
;SORUD%HDXWp
7KHERG\VKRS
$SSHUZRRGV
6KRSKLH1RsO
<YHV5RFKHU
7HRUtDGHOD(VWUDWHJLD
7HRUtDGHOD(VWUDWHJLD
5HODFLRQHVIXQGDPHQWDOHVHQWUHUHFXUVRV
5HODFLRQHVIXQGDPHQWDOHVHQWUHUHFXUVRV
FDSDFLGDGHV\YHQWDMDFRPSHWLWLYD
FDSDFLGDGHV\YHQWDMDFRPSHWLWLYD
)DFWRUHVFODYHGH
p[LWRGHOVHFWRU
9HQWDMD
&RPSHWLWLYD
(VWUDWHJLD
&DSDFLGDGHV
2UJDQL]DWLYDV
5HFXUVRV
7DQJLEOHV
)tVLFRV )LQDQFLHURV
,QWDQJLEOHV
&DSLWDO
+XPDQR
&DSLWDO
&DSLWDO
(VWUXFWXUDO 5HODFLRQDO
&DSLWDO,QWHOHFWXDO
‹-RVp09LHGPD0DUWL
)XHQWH5REHUW0*UDQW\(ODERUDFLyQ3URSLD
8QPRGHORSDUDDQDOL]DUORVUHFXUVRV
8QPRGHORSDUDDQDOL]DUORVUHFXUVRV
\ODVFDSDFLGDGHV
\ODVFDSDFLGDGHV
6HOHFFLRQDUODHVWUDWHJLD
TXHDSURYHFKHPHMRUODV
FDSDFLGDGHVGHODHPSUHVD
HQUHODFLyQFRQVXV
RSRUWXQLGDGHVH[WHUQDV
(YDOXDUHOSRWHQFLDOGH
JHQHUDFLyQGHUHQWDGHORV
UHFXUVRVFDSDFLGDGHVHQ
WpUPLQRVGHVXSRWHQFLDOSDUD
FUHDUPDQWHQHU\GHVDUUROODU
XQDYHQWDMDFRPSHWLWLYD
,GHQWLILFDUODVFDSDFLGDGHV
GHODHPSUHVD¢TXpSXHGH
KDFHUODHPSUHVD"
,GHQWLILFDUORVUHFXUVRV
GHODHPSUHVD\ORFDOL]DUODV
IRUWDOH]DV\GHELOLGDGHV
UHODWLYDVUHVSHFWRDORV
FRPSHWLGRUHV
‹-RVp09LHGPD0DUWL
(VWUDWHJLD
3RWHQFLDOSDUD
XQD9HQWDMD
&RPSHWLWLYD
6RVWHQLEOH
,GHQWLILFDUODVFDUHQFLDV
GHUHFXUVRVTXHVHQHFHVLWDQ
FXEULU
,QYHUWLUHQUHSRQHUDXPHQWDU
\PHMRUDUORVUHFXUVRV
EiVLFRVGHODHPSUHVD
&DSDFLGDGHV
5HFXUVRV
)XHQWH5REHUW0*UDQW
¢&yPRVHHYDO~DHOFDSLWDOLQWHOHFWXDO"
¢&yPRVHHYDO~DHOFDSLWDOLQWHOHFWXDO"
&DSLWDO,QWHOHFWXDO 9DORUHQ%DODQFH 9DORUGHPHUFDGR
,%0
0,&5262)7
&DSLWDOL]DFLyQ
%XUViWLO
1RY
PLOHVGH
PLOORQHVGH
PLOHVGH
PLOORQHVGH
$FWLYRVILMRV
PLOHVGH
PLOORQHVGH
PLOORQHVGH
FDGDLQYHUWLGRV
HQ,%0GDQODSURSLHGDG
GHGHDFWLYRVILMRV
FDGDLQYHUWLGRVHQ
0,&5262)7GDQODSURSLHGDG
GHGHDFWLYRVILMRV
‹-RVp09LHGPD0DUWL
¢&yPRVHHYDO~DHO&DSLWDO,QWHOHFWXDO"
¢&yPRVHHYDO~DHO&DSLWDO,QWHOHFWXDO"
&DSLWDO,QWHOHFWXDO 9DORUHQ%DODQFH 9DORUGHPHUFDGR
3UHFLRYDORUFRQWDEOHSDUDDOJXQDVHPSUHVDVHVSDxRODV
(PSUHVD
$UJHQWDULD
%DQFR3RSXODU
%%9
=DUGR\D
1XHYD0RQWDxD
6HYLOODQD
0HWURYDFHVD
&RUWHILHO
‹-RVp09LHGPD0DUWL
&DSLWDOL]DFLyQ
EXUViWLO
SUHFLRYDORU
FRQWDEOH
&DSLWDO
UHVHUYDV
&DSLWDO
LQWHOHFWXDO
(O&DSLWDO,QWHOHFWXDO
(O&DSLWDO,QWHOHFWXDO
6XGHILQLFLyQ
6XGHILQLFLyQ
&DSLWDO,QWHOHFWXDOHVHOPDWHULDOLQWHOHFWXDO
FRQRFLPLHQWRVLQIRUPDFLyQSURSLHGDG
LQWHOHFWXDO\H[SHULHQFLD
TXHVHSXHGHXWLOL]DUSDUDFUHDUULTXH]D
(VHOSRGHUGHOFHUHEURFROHFWLYR
7KRPDV $ 6WHZDUW
‹-RVp09LHGPD0DUWL
(O&DSLWDO,QWHOHFWXDO
(O&DSLWDO,QWHOHFWXDO
6XLPSRUWDQFLD
6XLPSRUWDQFLD
1DGLHSRQHHQWHODGHMXLFLRHOKHFKRGHTXHODV
YHQWDMDVFRPSHWLWLYDVGHXQDHPSUHVDGHSHQGHQ
EiVLFDPHQWHGHVXVFRQRFLPLHQWRV
RSDUDVHUPiVHVSHFtILFRVGHORTXHVDEH
GHFRPRXVDORTXHVDEH
\ORUiSLGRTXHHVFDSD]GHVDEHUDOJRQXHYR
/DXUHQFH3UXVDN
‹-RVp09LHGPD0DUWL
(O%DODQFH,FHEHUJ
(O%DODQFH,FHEHUJ
&DSLWDO,QWHOHFWXDO
&DSLWDO)tVLFR
\)LQDQFLHUR
&DSLWDO+XPDQR
&DSLWDO
(VWUXFWXUDO
‹-RVp09LHGPD0DUWL
&DSLWDO5HODFLRQDO
)XHQWH.LHUQDQ0DWWKHZ
0RQLWRUGH$FWLYRV,QWDQJLEOHV
0RQLWRUGH$FWLYRV,QWDQJLEOHV
$FWLYRV,QWDQJLEOHV
3DWULPRQLR
9DORUHQOLEURV
$FWLYRVWDQJLEOHV
PHQRVGHXGDV
‹-RVp09LHGPD0DUWL
(VWUXFWXUD
([WHUQD
0DUFDVFOLHQWHV
\UHODFLRQHVFRQ
SURYHHGRUHV
(VWUXFWXUD,QWHUQD
(PSUHVD
JHVWLyQHVWUXFWXUD
OHJDOVLVWHPDV
PDQXDOHVSDWHQWHV
,'6RIWZDUH
&RPSHWHQFLD
,QGLYLGXDO
.QRZ KRZ
FRQRFLPLHQWRV
KDELOLGDGHV
HGXFDFLyQ
H[SHULHQFLD
Karl Erik Sveiby “The New Organizational Wealth“
+XPDQ
+XPDQ &DSLWDO
&DSLWDO
&DSLWDO+XPDQR
&RPSHWHQFLDV
$FWLWXGHV
$JLOLGDG,QWHOHFWXDO
&RQRFLPLHQWRV
0RWLYDFLRQHV
,QQRYDFLyQ
+DELOLGDGHV
&RPSRUWDPLHQWR
,PLWDFLyQ
&RQGXFWD
$GDSWDFLyQ
³3DFNDJLQJ´
‹-RVp09LHGPD0DUWL
Source: Roos Johan, Edvinsson Leif, “Intellectual Capital”, 1997
&DSLWDO(VWUXFWXUDO
&DSLWDO(VWUXFWXUDO
&DSLWDO(VWUXFWXUDO
3URFHVR
)LORVRItDGH
ODGLUHFFLyQ
&XOWXUD
FRUSRUDWLYD
,QQRYDFLyQ
0pWRGRV\
VLVWHPDVGH
GLUHFFLyQ\
JHVWLyQ
7HFQRORJtD
*HVWLyQ
(VWUXFWXUD
RUJDQL]DWLYD
6RIWZDUH
'LUHFFLyQ
3URFHGLPLHQWRV
GHWUDEDMR
7HOHFRPXQLFDFLRQHV
(VWUXFWXUD
GH,'
%DVHV
'DWRV
‹-RVp09LHGPD0DUWL
3DWHQWHV
&RS\ULJKW
Source: Roos Johan, Edvinsson Leif, “Intellectual Capital”, 1997
&DSLWDO5HODFLRQDO
&DSLWDO5HODFLRQDO
&OLHQWHV
&DSLWDO5HODFLRQDO
3URYHHGRUHV
$OLDQ]DV
HVWUDWpJLFDV
&DUWHUD
&RPHUFLDOHV
6DWLVIDFFLyQ
7HFQROyJLFDV
&DQDOHVGH
GLVWULEXFLyQ
*HVWLyQ
3URWHFFLyQ
/HJDO
)UDQTXLFLDV
)LGHOL]DFLyQ
0DUFDV
FRPHUFLDOHV
‹-RVp09LHGPD0DUWL
Source: Roos Johan, Edvinsson Leif, “Intellectual Capital”, 1997
(O&DSLWDO,QWHOHFWXDO
(O&DSLWDO,QWHOHFWXDO
6XPHGLGD\JHVWLyQ
6XPHGLGD\JHVWLyQ
/RTXHVHPLGHQRVLHPSUHHVLPSRUWDQWH
\ORTXHHVLPSRUWDQWHQRVLHPSUHVHSXHGHPHGLU
$OEHUW(LQVWHLQ
/DVSUiFWLFDVWUDGLFLRQDOHVGHJHVWLyQQRVHWRPDQ
HQVHULRODFDSWDFLyQPHGLFLyQ\JHVWLyQ
GHO&DSLWDO,QWHOHFWXDO
-RKDQ5RRV
‹-RVp09LHGPD0DUWL
.0DQG,&00RGHOV
.0DQG,&00RGHOV
• ,&0
3DWULFN +6XOOLYDQ
• 6NDQGLD1DYLJDWRU
/HLI(GYLQVVRQ
• +XEHUW6DLQW2QJH0RGHO
+XEHUW6DLQW2QJH
• %DODQFHG6FRUHFDUG
5.DSODQ'1RUWRQ
• 0RGHOR,QWHOHFW
&OXE,QWHOHFW
• 0RQLWRUGH$FWLYRV,QWDQJLEOHV
.6YHLE\
• ,&%6
-09LHGPD
‹-RVp09LHGPD0DUWL
1DYHJDGRUGH
1DYHJDGRUGH 6NDQGLD
6NDQGLD
(QIRTXH)LQDQFLHUR
(QIRTXH)LQDQFLHUR
&,
(QIRTXHGH
(QIRTXHGH
&OLHQWHV
&OLHQWHV
(QIRTXH
+XPDQR
3DVDGR
(QIRTXHGH
(QIRTXHGH
3URFHVRV
3URFHVRV
(QIRTXHGH,QQRYDFLyQ\'HVDUUROOR
3UHVHQWH
)XWXUR
$PELHQWH2SHUDWLYR
‹-RVp09LHGPD0DUWL
)XHQWH(GYLQVRQ0DORQH
(OYDORUGHODHPSUHVD
(OYDORUGHODHPSUHVD
9DORUGHOD
9DORUGHOD
HPSUHVD
HPSUHVD
$FWLYRV
$FWLYRV
7DQJLEOHV
7DQJLEOHV
$FWLYRV
$FWLYRV
,QWDQJLEOHV
,QWDQJLEOHV
,GHQWLILFDUHOFRQMXQWRGHDFWLYRVLQWDQJLEOHV
TXHJHQHUDQRJHQHUDUiQYDORUSDUDODHPSUHVD
\QRHVWiQUHFRJLGRVHQORVHVWDGRVFRQWDEOHV
‹-RVp09LHGPD0DUWL
)XHQWH%%9(ODERUDFLyQ3URSLD
*HVWLyQGHOFRQRFLPLHQWR\&DSLWDO,QWHOHFWXDO
*HVWLyQGHOFRQRFLPLHQWR\&DSLWDO,QWHOHFWXDO
*HVWLyQGHO
*HVWLyQGHO
&RQRFLPLHQWR
&RQRFLPLHQWR
&DSLWDO
&DSLWDO
+XPDQR
+XPDQR
&DSLWDO
&DSLWDO
5HODFLRQDO
5HODFLRQDO
&DSLWDO
&DSLWDO
(VWUXFWXUDO
(VWUXFWXUDO
&DSLWDO
‹-RVp09LHGPD0DUWL
*HVWLyQGHO&RQRFLPLHQWR
(OFRQMXQWRGHSURFHVRV
TXHKDFHQTXHHO&DSLWDO
,QWHOHFWXDOGHODHPSUHVD
FUH]FD
&DSLWDO,QWHOHFWXDO
(OFRQMXQWRGHDFWLYRV
LQWDQJLEOHVTXHJHQHUDUiQ
YDORUSDUDODHPSUHVD\QR
HVWiQUHFRJLGRVHQORV
HVWDGRVFRQWDEOHV
)XHQWH%%9(ODERUDFLyQ3URSLD
/D*HVWLyQGHO&RQRFLPLHQWR
/D*HVWLyQGHO&RQRFLPLHQWR 0RGHOR
0RGHOR
(VHOFRQMXQWRGHSURFHVRV\
VLVWHPDVTXHHVWiQRULHQWDGRVD
LQFUHPHQWDUHO&DSLWDO,QWHOHFWXDO
✔ Conectando a los individuos con el exterior
para que incorporen nuevas perspectivas
✔ Convirtiendo las competencias de los individuos
en más y mejores relaciones con los clientes
&DSLWDO
&DSLWDO
+XPDQR
+XPDQR
7HMLHQGR\JHVWLRQDQGRXQDUHG
GHUHODFLRQHVFRQHOH[WHULRU
• &/,(17(6
•3529(('25(6
•&2/$%25$'25(6
•$*(17(6'(/6(&725
&DSLWDO
&DSLWDO
5HODFLRQDO
5HODFLRQDO
✔ Promoviendo la conversación del
conocimiento individual en conocimiento
colectivo:
- mediante su estructuración, almacenamiento
y distribución
- transmitiéndolo por sistemas de socialización
✔ Garantizando que el conocimiento
colectivo revierta y enriquezca el
desarrollo de competencias de las
personas
‹-RVp09LHGPD0DUWL
'HVDUUROODQGRODV
FRPSHWHQFLDVGH
SHUVRQDV\HTXLSRV
&DSLWDO
&DSLWDO
(VWUXFWXUDO
(VWUXFWXUDO
✔ Convirtiendo en VALOR para
clientes, proveedores, otros agentes…
nuestro conocimiento estructurado
✔ Promoviendo que nuestra BASE DE
CONOCIMIENTO COLECTIVO se
alimente del conocimiento externo
*HVWLRQDQGRFRPRXQDFWLYRPiVHO
FRQRFLPLHQWRRUJDQL]DFLRQDOHVWUXFWXUDGR
JHVWLRQDUSDUDVXUHXWLOL]DFLyQWRGRHO
FRQRFLPLHQWRTXHH[LVWHHQODRUJDQL]DFLyQ
)XHQWH%%9
/D*HVWLyQGHO&DSLWDO,QWHOHFWXDO
/D*HVWLyQGHO&DSLWDO,QWHOHFWXDO ,QGLFDGRUHV
,QGLFDGRUHV
,1',&$'25(6'(&$3,7$/+80$12
1žGHHPSOHDGRVHQ(VSDxD
1žGHHPSOHDGRVHQHOUHVWRGHOPXQGR
SODQWLOODFRQFDWDORJDFLyQPHQRUVWDQGDUG
KRUDVGHIRUPDFLyQVREUHMRUQDGDODERUDO
(GDGPHGLDGHODSODQWLOOD
'LYHUVLGDGKRPEUHVPXMHUHV
5RWDFLyQLQWHUQD
,QJUHVRVGHMyYHQHVDOWRSRWHQFLDO
,QJUHVRVGHHVSHFLDOLVWDV
‹-RVp09LHGPD0DUWL
/D*HVWLyQGHO&DSLWDO,QWHOHFWXDO
/D*HVWLyQGHO&DSLWDO,QWHOHFWXDO ,QGLFDGRUHV
,QGLFDGRUHV
,1',&$'25(6'(&$3,7$/(6758&785$/
)OH[LELOLGDGGHODUHWULEXFLyQ
5HWULEXFLyQYDULDEOHWRWDO
)OH[LELOLGDGGHODUHWULEXFLyQ
SHUVRQDVFRQ UHW9DULDEOH
GHSHUVRQDVHQ'25
'LUHFFLyQRULHQWDGDDUHVXOWDGRV
1žGHHTXLSRVGHPHMRUD
1žGHSHUVRQDVIRUPDGDVHQ&DOLGDG7RWDO
%DVHVGHGDWRVFRUSRUDWLYDV$FFHVRVD%%9LQIRUPD 1GHVXJHUHQFLDVGHPHMRUD
1žGHSDUWLFLSDQWHVPHGLRVHQFDGDFRQFXUVRLQWHUQR
1XHYRPRGHORGHIRUPDFLyQHQFDOLGDG
5HODQ]DQGRXQQXHYR³6LVWHPDGH,GHDV%%9´6HSWLHPEUH
‹-RVp09LHGPD0DUWL
/D*HVWLyQGHO,QWHOHFWXDO
/D*HVWLyQGHO,QWHOHFWXDO ,QGLFDGRUHV
,QGLFDGRUHV
,1',&$'25(6'(&$3,7$/5(/$&,21$/
1ž2ILFLQDVHQ(VSDxD
1žGHRILFLQDVHQHOUHVWRGHOPXQGR
3ODQWLOODHQSXHVWRVGH*HVWLyQ\)URQW2IILFH 3ODQWLOODHQSXHVWRVGH%DFN2IILFH
,QGLFHGHOHDOWDGGHORVFOLHQWHVHQODUHGFRPHUFLDO
,QGLFHGHVDWLVIDFFLyQGHORVFOLHQWHVHQODUHGFRPHUFLDO
3RVLFLyQVVHFWRU
,QGLFHGHQRWRULHGDGHVSRQWiQHD
3RVLFLyQVVHFWRU
,QGLFHGHVDWLVIDFFLyQGHFOLHQWHLQWHUQRHQRILFLQDV
,QGLFHGHVDWLVIDFFLyQGHFOLHQWHLQWHUQRHVWUXFWXUDVLQWHUPHGLDV
‹-RVp09LHGPD0DUWL
/D0HWRGRORJtDGH*HVWLyQGHO&DSLWDO,QWHOHFWXDO
/D0HWRGRORJtDGH*HVWLyQGHO&DSLWDO,QWHOHFWXDO
&RPSHWLGRUHV
([FHOHQWHV
(PSUHVD;
9LVLyQ
2EMHWLYRV\
(VWUDWHJLDGHOD81
&RPSHWHQFLDV
1XFOHDUHV
3DUDDOFDQ]DUORV
REMHWLYRV\KDFHU
IUHQWHFRQp[LWR
DORVPHMRUHV
FRPSHWLGRUHV
*$3&RPSHWHQFLDV
QXFOHDUHV
3DUDDOFDQ]DUORV
REMHWLYRV\KDFHU
IUHQWHDORV
PHMRUHVFRPSHWLGRUHV
(VWUDWHJLDVSDUDOOHQDUHO*$3
‹-RVp09LHGPD0DUWL
2EMHWLYRV\
(VWUDWHJLDGHORV
PHMRUHVFRPSHWLGRUHV
GHODPLVPDDFWLYLGDG
%(1&+0$5.,1*
&RPSHWHQFLDV
1XFOHDUHVGHORV
PHMRUHVFRPSHWLGRUHV
%HQFKPDUNLQJHVWUDWpJLFRFODYHGHODQiOLVLV'$)2
%HQFKPDUNLQJHVWUDWpJLFRFODYHGHODQiOLVLV'$)2
(PSUHVD
%HQFKPDUNLQJ(VWUDWpJLFR
&DUDFWHUtVWLFDV
*HQHUDOHV
•
•
•
•
+LVWRULD
$FWLYLGDGHV
(YROXFLyQ
8ELFDFLyQ
• 3DtV &OXVWHU
(TXLSR'LUHFWLYR
2UJDQL]DFLyQ
)DFWRUHVFODYHGH
FRPSHWLWLYLGDG
•
•
•
•
•
3URGXFWRV
3URFHVRV
9HQWDMDV&RPSHWLWLYDV
&RPSHWHQFLDVQXFOHDUHV
&RPSHWHQFLDVSHUVRQDOHV
&RPSHWLGRUHV([FHOHQWHV
$%&«
&DUDFWHUtVWLFDV
*HQHUDOHV
•
•
•
•
+LVWRULD
$FWLYLGDGHV
(YROXFLyQ
8ELFDFLyQ
• 3DtV &OXVWHU
(TXLSR'LUHFWLYR
2UJDQL]DFLyQ
(OFRPSHWLGRUH[FHOHQWHKDGHPRVWUDGRFRQKHFKRVKDEHUHQFRQWUDGR
XQDH[FHOHQWHFRPELQDFLyQGH6:FRQ27
‹-RVp09LHGPD0DUWL
(O&DSLWDO,QWHOHFWXDO&RQFOXVLRQHV
(O&DSLWDO,QWHOHFWXDO&RQFOXVLRQHV
✎ (QODHUDGHODLQIRUPDFLyQORVDFWLYRVPiVYDOLRVRVGHODV
HPSUHVDVVRQORVDFWLYRVLQWDQJLEOHVDFWLYRVGHFRQRFLPLHQWR
RFDSLWDOLQWHOHFWXDO
✎ /RVDFWLYRVLQWDQJLEOHVWLHQHQVXRULJHQHQORVFRQRFLPLHQWRV
KDELOLGDGHVYDORUHV\DFWLWXGHVGHODVSHUVRQDVTXHFRQVWLWX\HQ HO
Q~FOHRHVWDEOHGHODHPSUHVD&DSLWDO+XPDQR
✎ /DIXHQWHSULQFLSDOGHYHQWDMDVFRPSHWLWLYDVGHXQDHPSUHVD
UHVLGHHQVXV³FRUHFRPSHWHQFLHV³RORTXHHVORPLVPRHQVXV
FRQRFLPLHQWRVHVHQFLDOHVRFDSLWDOLQWHOHFWXDO
✎ (OFDSLWDOLQWHOHFWXDOFRPSUHQGH
✎ /RVFRQRFLPLHQWRVGHQWURGHODFDEH]DGHORVHPSOHDGRV
&DSLWDO+XPDQR
✎ /RVFRQRFLPLHQWRVTXHTXHGDQHQODHPSUHVDFXDQGRORV
HPSOHDGRVVHYDQDFDVD&DSLWDO(VWUXFWXUDO
✎ (OFRQMXQWRGHUHODFLRQHVHVWDEOHFLGDVFRQFOLHQWHVSURYHHGRUHV
\FRQRWURVFROHFWLYRVHLQVWLWXFLRQHV&DSLWDO5HODFLRQDO
‹-RVp09LHGPD0DUWL
(O&DSLWDO,QWHOHFWXDO&RQFOXVLRQHV
(O&DSLWDO,QWHOHFWXDO&RQFOXVLRQHV
✎ /DLGHQWLILFDFLyQPHGLFLyQ\JHVWLyQHILFD]GHO&DSLWDO,QWHOHFWXDO
HVHOIDFWRUGHWHUPLQDQWHGHOp[LWRIXWXURGHODVHPSUHVDV
✎ /DVLQIRUPDFLRQHVHFRQyPLFDV\ILQDQFLHUDVWUDGLFLRQDOHVVRQ
LQVXILFLHQWHVHQHOFRQWH[WRDFWXDO
✎ /RVPRGHORV 6NDQGLD1DYLJDWRU%DODQFHG 6FRUHFDUGH,&%6FRQWULEX\HQ
DJHVWLRQDUHILFD]PHQWHHO&DSLWDO,QWHOHFWXDOSDUDFRQVHJXLUOD
PLVLyQ\REMHWLYRVGHODHPSUHVD\KDFHUIUHQWHFRQp[LWRDORVPHMRUHV
FRPSHWLGRUHV
✎ (OYDORUGHXQDHPSUHVDHQHOPHUFDGRYLHQHGHWHUPLQDGRFDGD
YH]PiVSRUVX&DSLWDO,QWHOHFWXDO
✎ /RVLQGLFDGRUHVWUDGLFLRQDOHVHFRQyPLFRILQDQFLHURVGHEHQ
FRPSOHPHQWDUVHFRQRWURVLQGLFDGRUHVGHFDSLWDOKXPDQRHVWUXFWXUDO
\UHODFLRQDO
‹-RVp09LHGPD0DUWL
Descargar