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La Historia Oculta Tras El Éxito De Suiza R

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La Historia Oculta Tras El Éxito De Suiza R La historia oculta tras el éxito de Suiza R. James Breiding Swiss Made_maqueta.indd 3 22/7/20 13:07 Para mis hijos: Johanna, Joshua y Nick. Que vuestra imaginación no conozca límites, y que podáis manteneros perseverantes y humildes en vuestro trabajo. © R. James Breiding, 2019 Primera edición, 2012 Titulo original: The untold story behind Switzerlands success Primera edición en español © Editorial Planeta, S.A., 2019 Av. Diagonal, 662-664 – 08034 Barcelona Calle Torcuato Luca de Tena, 17 – 28027 Madrid © Traducción al español: xxxx ISBN: Depósito legal: Imprime: No se permite la reproducción total o parcial de este libro, ni su incorporación a un sistema informático, ni su transmisión en cualquier forma o por cualquier medio, sea éste electrónico, mecánico, por fotocopia, por grabación u otros métodos, sin el permiso previo y por escrito del editor. La infracción de los derechos mencionados puede ser constitutiva de delito contra la propiedad intelectual (Art. 270 y siguientes del Código Penal). Diríjase a CEDRO (Centro Español de Derechos Reprográficos) si necesita fotocopiar o escanear algún fragmento de esta obra. Puede contactar a través de la web www.conlicencia.com o por teléfono en el 91 702 19 70 / 93 272.04 47. Impreso en España El papel utilizado para la impresión de este libro es cien por cien libre de cloro y está calificado como papel ecológico. Swiss Made_maqueta.indd 4 22/7/20 13:07 Sumario Prologo ix Prefracio xi Introducción 1 1 Todo empezó con la leche 13 2 La industria relojera: justo a tiempo 44 3 Turismo suizo o de cómo vender nieve y aire 75 4 Los discretos comerciantes de Suiza 100 5 Cuentas numeradas, beneficios incontables 135 6 Hilando beneficios 175 7 Pequeños milagros: maravillas de la tecnología médica 192 8 La potente maquinaria industrial de Suiza 213 9 Industria farmacéutica: conocimientos en venta 244 10 Transporte suizo: el dominio de la movilidad 278 11 Ladrillo y construcción 299 12 De los superordenadores a los ratones 321 13 Belleza y negocio: logros suizos en el arte y la arquitectura 339 14 Aportando un granito de arena 358 15 Swiss Made: por qué las multinacionales adoran Suiza 382 16 Conclusión: el listón suizo 399 Apéndices 413 Notas explicativas 417 Bibliografía 426 Agradecimientos 433 Créditos 437 Indice onomástico 444 Swiss Made_maqueta.indd 5 22/7/20 13:07 «Este libro muestra cómo el éxito de Suiza se ha conseguido gracias a personalida- des que no estaban constreñidas por una excesiva especialización, y que, quizá en consecuencia, fueron capaces de generar una confianza mayor.» Ulrich Bremi Expresidente de Swiss Re y del periódico Neue Zürcher Zeitung (NZZ); político y emprendedor «Suiza y Singapur se encuentran en lugares opuestos del mundo, poseen respecti- vamente una historia única y en muchos aspectos presentan grandes diferencias en el ámbito sociopolítico. Pero ambos han demostrado que las eventuales diferencias lingüísticas, religiosas y culturales pueden superarse gracias a la existencia de inte- reses comunes, haciendo que las personas se vean recompensadas en función de sus méritos y los esfuerzos que realizan.» Lee Kuan Yew Ex primer ministro de Singapur «Suiza ha conseguido tasas de inflación y de paro bajas y una alta calidad de vida. Resurgió de nuevo cuando Japón destruyó su industria relojera tradicional. Y pro- porciona asistencia sanitaria y otros beneficios sociales sin tener un gobierno central de excesivo peso. Cualquiera que desee saber qué hacen los suizos para lograr estas cosas tan impresionantes debería leer este libro.» Martin Feldstein, catedrático Universidad de Harvard. Presidente emérito del Instituto Nacional de Investigación Económica. Ex consejero económico en jefe del presidente Reagan «Este libro es ambas cosas: importante y significativo. Importante porque subraya el papel fundamental de la innovación, tan crítico en el éxito de la industria suiza. Significativo porque proporciona muchos ejemplos prácticos del proceso seguido por las empresas suizas para implementar esta innovación. Una lectura obligada.» Peter Lorange Presidente y propietario del Instituto de Negocios Lorange. Expresidente del IMD, Lausana «Este libro excepcionalmente bien escrito proporciona al lector una visión privilegia- da sobre cómo un considerable número de pequeñas empresas suizas procedentes de diversos sectores de la industria, crecieron hasta convertirse en líderes mundiales.» Rudolf Minsch, catedrático Economista jefe de Economie Suisse «Entretenido, bien escrito y al grano.» Pierre Mirabaud Expresidente de la Asociación de Banqueros Suizos «¡Si no fuera ya un apasionado ciudadano suizo, después de leer este libro me con- vertiría en un suizo convencido! Estas historias de emprendedores tan bien escritas constituyen una interesante base para un análisis macroeconómico muy accesible, que presenta la imagen de una Suiza muy dinámica.» Uli Sigg Emprendedor, coleccionista de arte, exembajador en China Swiss Made_maqueta.indd 6 22/7/20 13:07 «Por fin un libro en inglés que logra explicar el extraordinario éxito económico de Suiza, a pesar de su pequeño tamaño y de sus escasos recursos naturales.» Haig Simonian Corresponsal suizo del Financial Times «En un momento en el que el capitalismo europeo está a la defensiva en muchos lugares, este importante libro presenta una encendida defensa del modelo suizo. Todas aquellas personas a quienes les preocupa el futuro de la economía deberían tener en cuenta este libro.» Lawrence Summers, catedrático Presidente emérito de la Universidad de Harvard. Anteriormente: director del Consejo Nacional de Economía durante el gobierno de Obama; secretario del Tesoro durante el gobierno de Clinton; economista jefe del Banco Mundial «El así denominado éxito de Suiza —probablemente más fácil de describir que de imitar— se presenta con gran solvencia en este fascinante libro. El país ofrece un entorno estimulante para aquellas empresas e individuos que estén preparados para asumir sus exigentes estándares. Si este pueblo continúa sin corromperse y sus ve- cinos continúan dando tumbos (quizá esta segunda condición sea más probable que la primera), Suiza continuará siendo líder en la próxima generación.» Martin Taylor Expresidente de Syngenta, ex consejero delegado de Barclays «Puede ser un hecho discutible el que Suiza constituya un caso especial en política. Sin embargo, sí lo es en el terreno económico. Este libro lo demuestra de una forma magistral.» Daniel Vasella Expresidente de Novartis AG «Sí, Suiza ha sido desde siempre una marca de éxito, especialmente en el mundo de los bancos centrales, donde ha ejercido una influencia muy superior al peso específico que tendría por tamaño. Esto refleja un talento para la innovación y para la adaptación, todo ello dentro de un marco de disciplina colectiva. En un mundo turbulento, este libro nos ofrece a todos importantes lecciones.» Paul Volcker Expresidente del Consejo de la Reserva Federal de EE. UU. «En la última generación, Suiza ha conseguido mantener sus fortalezas tradicionales mejor que muchos otros países occidentales: financiación pública saneada, una sólida base industrial y un reparto equitativo de la renta. Cualquier persona interesada en aprender cómo se ha hecho (y puede hacerse) posible, debería leer este libro tan oportuno.» Peter Voser Presidente de ABB Swiss Made_maqueta.indd 7 22/7/20 13:07 Swiss Made_maqueta.indd 8 22/7/20 13:07 Prólogo El momento del lanzamiento de la versión en español de Swiss Made: la his- toria oculta tras el éxito de Suiza, no podría ser más oportuno. El mundo de habla hispana, en España, pero especialmente en América Latina, cuenta con casi 400 millones de habitantes, y gracias a su fuerte crecimiento económico y rápido desarrollo de sus clases medias, se está convirtiendo progresivamente en un mercado clave para las empresas suizas. Al propiciar una comprensión más profunda de los logros e innovaciones de las empresas e industrias suizas, esta destacada publicación ayudará a fortalecer los lazos comerciales entre Suiza y el mundo hispanohablante. Los lectores interesados podrán ahora ampliar sus co- nocimientos —en su propio idioma— sobre nuestros productores de maquinaria y alimentos, nuestros relojeros, nuestros bancos, la industria química y farma- céutica o nuestras compañías de logística. Y nuestras empresas, pero también nuestra diplomacia y cámaras de comercio, podrán utilizar el libro para transmitir de forma creíble los logros y valores suizos en estas regiones. El entendimiento mutuo conduce hacia una mayor colaboración y prosperi- dad. En este sentido, me complace que con la versión en español de Swiss Made hayamos alcanzado otro hito en el marco de una relación cada vez más estrecha entre Suiza y el mundo hispánico. Ignazio Cassis, consejero general Ministro del Departamento Federal de Asuntos Exteriores Prólogo ix Swiss Made_maqueta.indd 9 22/7/20 13:07 Swiss Made_maqueta.indd 10 22/7/20 13:07 Prefacio Harold James Suiza es una historia de éxito, como señala James Breiding en este notable e iluminador libro. La Suiza medieval era una sociedad montañesa em- pobrecida, cuya principal exportación eran soldados que luchaban como mercenarios en guerras ajenas, y cuyos hogares solían ser tan pobres que enviaban a sus hijos a trabajar en condiciones de servidumbre extrema a hogares más acomodados de Alemania y otros lugares. La Suiza moderna es una sociedad muy próspera, que además presenta mayor resiliencia que sus vecinos a las conmociones externas. Se vio menos afectada por la crisis económica de la década de 1970, y lo mismo sucedió después de 2007,
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