Alberto Levy. Director de Consultoría, Innovation & Growth. Deloitte Latin America Countries Organization

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Habilidad distintiva

por Alberto Levy | 08 de Julio de 2008 | Competitividad

Cuando hablamos de los recursos debemos profundizar en el concepto de las Habilidades Distintivas, éste es el segundo tema clave. Una habilidad distintiva es alguna capacidad diferencial que dispone la empresa en el manejo de sus recursos, comparada con el resto de los competidores. El concepto de la habilidad distintiva es fundamental para decidir el atractivo de los mercados que se analizan.

ATENCION: La habilidad distintiva es un recurso crítico que debe ser continuamente protegido, consolidado y ampliamente comunicado entre todos los miembros de la organización, atravesando áreas de negocio, funciones y niveles. De la o las habilidades distintivas de la empresa brota la innovación de la que surgen las ventajas competitivas. Es imprescindible entender la relación entre una o más habilidades distintivas, desde la perspectiva interna de los recursos, y la generación de ventajas diferenciales competitivas, desde la perspectiva de los mercados.

IMPORTANTISIMO: La o las ventajas competitivas dependen de la o las habilidades distintivas para innovar. Las ventajas competitivas están en la mente de los clientes, pero son generadas desde la empresa por la articulación de una o más habilidades distintivas.

En el mercado global, por ejemplo el de los productos de cuero (calzado, talabartería, artesanías de cuero, etc) el cluster completo, desde los productores agropecuarios hasta el distribuidor que le vende a Bloomingdale´s en Nueva York, deben articular una o más habilidades distintivas. Estas deberán innovar para superar a otros países productores y deben ser emergentes sistémicos de la interrelación de todos los miembros del cluster. De allí surgen las ventajas competitivas.

Uno de los casos más interesantes en el que tuvimos la oportunidad de trabajar es el del cluster de la cerámica en Cuenca, Ecuador, en el que era notable el acople de los participantes del cluster. Desde las empresas de minería (arcilla, feldespato, cilicio, etc) hasta los artesanos más artísticos como los maestros Eduardo Segovia o Eduardo Vega, pasando por los industriales de pisos cerámicos o de vajilla y decoración.

La competitividad de las empresas depende de la habilidad de innovar, a menor costo y más rápidamente que sus competidores, para lanzar productos que representen rupturas con respecto a lo habitualmente disponible en el mercado. La habilidad de 3M en películas adhesivas, la de Canon en óptica, imagen y control por microprocesador, la de Sony en medios ópticos, o la de Honda en motores y trenes de potencia.

CONSEJO: La empresa diversifica sanamente cuando innova en productos, en mercados, en operaciones y en procesos, en torno de alguna habilidad distintiva que puede aplicar en todos los clusters (o varios de los que forma parte). Estas habilidades distintivas no sólo habrán de guiar la política de diversificación, sino que también se transforman en el patrón de decisión sobre las prioridades en la asignación de recursos.

Por último, las habilidades distintivas tienen que ver con la Cultura de la empresa, ya que su protección y continua consolidación deben ser una obsesión de la Alta Dirección, de manera tal de que esa obsesión sea “sentida” en todas las unidades de negocios, en todos los niveles y en todas las funciones. La generación de habilidades distintivas depende básicamente de la habilidad de la Alta Dirección de consolidar a través de todas las unidades, funciones y niveles, aquellas tecnologías y know how que potencien estratégicamente a las diferentes unidades de negocios, innovando antes, e innovando mejor.



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  1. Juan Manuel Graziani
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    Excelente articulo; claro y muy interesante.
    Considero, en linea con el post, que las habilidades distintivas son uno de los ejes que marcan la competitividad de la empresa y por lo tanto, es fundamental desarrollarlas y protegerlas. Deben protegerse porque siempre habrá quienes intentaran copiarlas para minar las ventajas competitivas que otorgan. Consecuentemente, es vital su sostenimiento y estimular su desarrollo, para que la empresa logre diferenciarse de sus competidores.

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