Estrategias para hacer frente a la Pandemia


Hoy en día, las pequeñas y medianas empresas están enfrentando grandes retos ante la crisis económica mundial generada a consecuencia de la pandemia de COVID-19. De acuerdo a datos de la edición de este año del informe del Centro de Comercio Internacional (ITC) Perspectivas de competitividad de las pymes 2020, publicada en junio, se indica que dos terceras partes de las pequeñas y medianas empresas afirmaron que la crisis ha afectado fuertemente a sus actividades empresariales y una quinta parte de las pymes indicaron encontrarse en una situación de riesgo de cierre permanente en los próximos meses.

Estos tiempos demandan medidas críticas para soportar la crisis económica evaluando las prioridades del negocio para prosperar en la nueva normalidad.  Una de las alternativas más utilizada por los negocios es la política para minimizar costos, la cual ofrece resultados al corto y mediano plazo.  Sin embargo, se debe evaluar también que no afecte de forma definitiva el crecimiento a largo plazo permitiendo fortalecer al negocio para resistir la crisis y con ello brindar estrategias hacía la creación de oportunidades.

Como paso inicial, se recomienda analizar las capacidades esenciales del negocio que le permiten hacer la diferencia en el mercado, conocer y respetar esta ventaja competitiva que les hará fuertes ante la crisis.  El segundo paso debe ser encontrar un equilibrio entre las decisiones de minimizar costos que implican bajo riesgo y un beneficio inmediato y las decisiones estratégicas que ofrecen beneficios a largo plazo.  Por último, siempre hay que considerar la responsabilidad social que tiene la empresa para con sus trabajadores por lo que debe analizar como incluirlos en sus procesos de rediseño, involucrarlos en la nueva forma de operar, considerando una cultura de trabajo.

El objetivo es que la empresa logre encontrar una estrategia diferenciadora, re imaginando sus procesos de forma eficiente, manteniendo la responsabilidad que tiene con sus empleados.  El minimizar costos, nos permite la oportunidad de redireccionar los costos para poder generar valor y más adelante generar crecimiento.  Las épocas de crisis ofrecen también oportunidades, los negocios deben reinventarse, ser flexibles y socialmente responsables para hacer frente a la incertidumbre.

Dra. Teresita Lara Acuña, Académico de la Facultad de Economía y Negocios, Universidad Anáhuac México maría.laraa@anahuac.mx

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