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Sectores De La [Social] Nueva Economía 20+20 economía Sectores de la [social] nueva economía 20+20 Economía de la CONFIANZA economía Sectores de la [social] nueva economía 20+20 Economía de la CONFIANZA CRÉDITOS DIRECCIÓN DEL PROYECTO AUTORES/AS Eduardo Lizarralde Fernando Casani Fernández de Navarrete Director de Conocimiento EOI Profesor Titular (UAM) Alfonso Miguel Márquez García Enrique Ferro Profesor Colaborador (UJA) Técnico de Investigación EOI Jesús Rodríguez Pomeda Profesor Titular (UAM) Carlos Martín Martín González Investigador (UAM) Flor Sánchez Fernández Profesora Titular (UAM) María del Mar Alonso Almeida Profesora Ayudante Doctor (UAM) Juan Ignacio Martín Castilla Profesor Contratado Doctor (UAM) María Jesús Hernández Ortiz Catedrática (UJA) Gregorio Sánchez Marín Libro digital en: Profesor Titular (UM) http://www.eoi.es/savia/pubman/item/eoi:75461 Jaime E. Souto Pérez Profesor Adjunto (UEM) Enlace directo en: Raquel Barreda Tarrazona Profesora Ayudante (UJA) José García Vico Profesor Asociado (UJA) Cristina Pedrosa Ortega Becaria FPU (UJA) PROYECTO GRÁFICO base 12 diseño y comunicación, s.l. Universidad de Jaén ISBN 978-84-15061-28-1 “Cuidamos el papel que utilizamos para imprimir este libro” DEPÓSITO LEGAL Fibras procedentes de bosques sos- M-?????-2011 tenibles certificados por el Forest Stewardship Council (FSC). © Fundación EOI, 2012 www.eoi.es Madrid, 2012 Esta publicación está bajo licencia Creative Commons Reconocimiento, Nocomercial, Compartirigual, Esta publicación ha contado con la cofinancia- (by-nc-sa). Usted puede usar, copiar y difundir este ción del Fondo Social Europeo a través del Pro- documento o parte del mismo siempre y cuando se grama Operativo Plurirregional de Adaptabili- mencione su origen, no se use de forma comercial dad y Empleo 2007-2013. y no se modifique su licencia. EXPERIENCIAS EMPRESARIALES Línea Directa Aseguradora Granxa Familiar NH Hoteles Tribunal de las Aguas Triodos Bank Hojiblanca Grupo Feydo Keiretsu Forum Spain Grupo Inforges AENOR Informa D&B Confianza Online Nearmeeting Denominación de Origen "Sierra Mágina" Velneo Guadalinfo Google España Médicos del Mundo Tuenti ONCE ÍNDICE Capítulo 0 EL PROYECTO SECTORES DE LA NUEVA ECONOMÍA 20+20................................ | 7 | Capítulo 1 LA ECONOMÍA DE LA CONFIANZA ............................................................................. | 17 | 1. Introducción: ¿cómo aproximarse a la economía de la confianza?..................... | 18 | 2. Confianza y economía ...................................................................................................... | 20 | 2.1. Confianza y pensamiento económico ................................................................... | 20 | 2.2. Confianza y crecimiento económico .................................................................... | 23 | 3. Medición de la confianza ................................................................................................. | 24 | 3.1. Definición de confianza y algunas concepciones básicas ............................... | 24 | 3.2. Niveles de análisis de la confianza ........................................................................ | 26 | 3.3. Modelos de confianza ............................................................................................... | 27 | 4. Una conclusión preliminar: las preguntas que suscita el estudio de la confianza.................................................................................................................... | 30 | 5. Selección de los casos objeto de estudio................................................................... | 31 | Capítulo 2 EXPERIENCIAS EMPRESARIALES................................................................................. | 37 | Línea Directa Aseguradora....................................................................................................... | 39 | NH Hoteles..................................................................................................................................... | 49 | Triodos Bank ................................................................................................................................. | 59 | Grupo Feydo................................................................................................................................. | 71 | Grupo Inforges ............................................................................................................................. | 83 | Informa D&B.................................................................................................................................. | 95 | Nearmeeting ................................................................................................................................. | 113 | Velneo ........................................................................................................................................ | 129 | Google España ............................................................................................................................. | 141 | Tuenti ........................................................................................................................................ | 169 | Granxa Familiar ............................................................................................................................ | 183 | Tribunal de las Aguas de la Vega de Valencia .................................................................... | 193 | Hojiblanca ...................................................................................................................................... | 205 | Keiretsu Forum ............................................................................................................................ | 219 | | 6 | ÍNDICE AENOR ........................................................................................................................................ | 229 | Confianza Online.......................................................................................................................... | 241 | Denominación de Origen "Sierra Mágina" ........................................................................... | 253 | Guadalinfo...................................................................................................................................... | 265 | Médicos del Mundo..................................................................................................................... | 283 | ONCE ........................................................................................................................................ | 295 | Capítulo 3 CONCLUSIONES............................................................................................................... | 317 | Capítulo 4 BIBLIOGRAFÍA.................................................................................................................. | 327 | Capítulo 5 ANEXOS............................................................................................................................. | 335 | Capítulo 6 AGRADECIMIENTOS........................................................................................................ | 339 | EL PROYECTO SECTORES 0 DE LA NUEVA ECONOMÍA 20+20 | 8 | Capítulo 0 EL PROYECTO SECTORES DE LA NUEVA ECONOMÍA 20+20 El proyecto sectores de la Nueva Economía El proyecto Sectores de la Nueva Economía 20+20 presenta experiencias empresariales de éxi- to representativas de los valores y usos de la Nueva Economía, con el fin de comprender cuáles son las claves del éxito de esta realidad que está surgiendo. De esta manera, EOI Escuela de Orga- nización Industrial, siguiendo las líneas trazadas en el Plan Estratégico eoi2020, busca fomentar las nuevas formas de gestión empresarial que, a través de la introducción de metodologías de organización innovadoras y modelos de negocio basados en la creatividad y el talento, respon- dan a las necesidades de modernización de la Pyme española, ayudando así a fomentar el empleo y el desarrollo del tejido productivo en España. Estas nuevas formas de gestión empresarial de la Nueva Economía 20+20 asientan sus pila- res en valores como: · Sostenibilidad · Creatividad · Transparencia · Participación · Responsabilidad · Tecnología · Compromiso Este proyecto está analizando en su conjunto 20 sectores o ámbitos de actividad econó- mica que compongan y comprendan experiencias empresariales novedosas basadas en estos valores. En una primera fase, desarrollada a lo largo del primer semestre de 2010, cinco equipos de investigación de seis Universidades españolas analizaron 100 empresas de cinco sectores de la Nueva Economía, para detectar las iniciativas de éxito que confi- guran y determinan sus modelos de negocio: · Economía Social · Economía Digital · Industrias de la Creatividad · Economía Abierta · Economía Verde En esta segunda fase, realizada en 2011, otros cuatro equipos de cinco Universidades españolas han analizado 80 nuevas experiencias empresariales y de gestión de cuatro sectores más de la Nueva Economía: · Administración y Competitividad · Economía de la Confianza · Economía del Ensamblaje · Empresas de humanidades La dinámica de trabajo que ha guiado la investigación responde a un proceso de investigación abierta, en la que el proceso en sí mismo es un resultado de difusión pública. La metodología Sectores de la nueva economía 20+20 | 9 | ECONOMÍA DE LA CONFIANZA Work in progress trata de potenciar al máximo el flujo de conocimiento permitiendo establecer un diálogo constructivo
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