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INTRODUCCIÓN a LOS NEGOCIOS EN UN MUNDO CAMBIANTE Séptima Edición

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INTRODUCCIÓN a LOS NEGOCIOS EN UN MUNDO CAMBIANTE Séptima Edición Confirming Pages Confirming Pages Introducción a los negocios en un mundo cambiante Confirming Pages Confirming Pages Introducción a los negocios en un mundo cambiante 7e Séptima edición O.C. Ferrell University of New Mexico Geoffrey A. Hirt DePaul University Linda Ferrell University of New Mexico Revisión técnica y adaptación Gloria María Elizondo González Universidad de Monterrey MÉXICO • BOGOTÁ • BUENOS AIRES • CARACAS • GUATEMALA • MADRID • NUEVA YORK SAN JUAN • SANTIAGO • SÃO PAULO • AUCKLAND • LONDRES • MILÁN • MONTREAL NUEVA DELHI • SAN FRANCISCO • SINGAPUR • SAN LUIS • SIDNEY • TORONTO Confirming Pages Director Higher Education: Miguel Ángel Toledo Castellanos Editor sponsor: Jesús Mares Chacón Coordinadora editorial: Marcela Rocha Martínez Editora de desarrollo: Karen Estrada Arriaga Supervisor de producción: Zeferino García García Traducción: Pilar Mascaró Sacristán y Pilar Carril Villarreal INTRODUCCIÓN A LOS NEGOCIOS EN UN MUNDO CAMBIANTE Séptima edición Prohibida la reproducción total o parcial de esta obra, por cualquier medio, sin la autorización escrita del editor. DERECHOS RESERVADOS © 2010, 2004 respecto de la segunda edición en español por McGRAW-HILL/INTERAMERICANA EDITORES, S.A. DE C.V. A Subsidiary of The McGraw-Hill Companies, Inc. Prolongación Paseo de la Reforma 1015, Torre A, Pisos 16 y 17, Colonia Desarrollo Santa Fe, Delegación Álvaro Obregón C.P. 01376, México, D. F. Miembro de la Cámara Nacional de la Industria Editorial Mexicana, Reg. Núm. 736 ISBN: 978-607-15-0275-9 Traducido de la séptima edición en inglés de Business: a changing world, © 2009 by O.C. Ferrell, Geoffrey A. Hirt and Linda Ferrell, published by The McGraw-Hill Companies. ISBN: 978-0-07-351172-6 All rights reserved 0123456789 109876543210 Impreso en México Printed in Mexico Confirming Pages Para George C. Ferrell Para Linda Hirt Para Newell y Aileen Henderson Confirming Pages Bienvenido Bienvenido a la séptima edición de Introducción a los negocios en un mundo cambiante. Nuestro éxito se debe a la retroalimentación y el apoyo que usted nos ha brindado, pues con ello ha contribuido a escribir una de las obras de introducción a los negocios más exitosas del mercado, la cual contiene los fundamentos de lo que los estudiantes deben aprender en un semestre. Desde el principio, Introducción a los negocios en un mundo cambiante presenta, en forma concisa, el material indispensable para la enseñanza de la introducción a los negocios. Dada nuestra experiencia docente en este curso, sabe- mos que el camino más efectivo para captar el interés del alumno consiste en lograr que los negocios resulten emocionantes, relevantes y actualizados. Nuestra visión de la enseñanza, incluye ejercicios y material temático, como ejemplos en recuadros y casos, adecuados para estudiantes de primer curso. Nos hemos asegurado de que el contenido de esta edición esté lo más actualizado posible de modo que refleje correctamente el dinámico mundo de los negocios actual. Abarcamos los principales cambios de la eco- nomía en lo que se refiere a precios de mercancías, el ciclo de los negocios, la compe- tencia global y las preocupaciones en cuanto a la sustentabilidad. La séptima edición El título del libro continúa siendo Introducción a los negocios en un mundo cambiante, aunque podríamos haber optado por el de Introducción a los negocios en un mundo verde pues a lo largo del libro admitimos la importancia que poseen la sustentabilidad y los negocios “verdes”. Pensamos que, si aplica la filosofía de disminuir, reutilizar y reciclar, todo negocio puede ser más rentable y contribuir a un mundo mejor con sus iniciativas verdes. En Estados Unidos se utilizan más de cien mil millones de bolsas de plástico al año. Sólo 1% de ellas son recicladas y las restantes terminan en los rellenos sanitarios. Las bolsas de plástico tardan alrededor de mil años en fotodegradarse. El reciclaje de una simple lata de aluminio ahorra energía suficiente como para alimen- tar un televisor durante tres horas o representa el equivalente a dos litros de gasolina. El número de veces que se puede volver a reciclar una lata de aluminio es infinito. Es más, para producir los periódicos dominicales de una semana es preciso talar 500 000 árboles. El punto central de casi todos los informes acerca de cómo reducir el calentamiento global estriba en la reducción de las emisiones de carbono e, incluso, las economías emergentes, como la china, deberán replantearse su perspectiva para los negocios. En la actualidad, China es el país del mundo que produce más emisiones de carbono y está tan contaminado que el aire de algunas ciudades pone en peligro la vida humana. Todas estas circunstancias plantean retos y oportunidades a los negocios con el fin de crear nuevos productos y cambiar los patrones de consumo. Los emprendedores serán aque- llos líderes que propongan nuevas soluciones a quienes se les reconocerá por afrontar tales desafíos. Cada capítulo contiene un nuevo recuadro titulado “Hacia un negocio verde”, que habla de esos cambios ambientales. Los recuadros llamados “Emprendedor en acción” también abordan muchas de las innovaciones y las oportunidades de recu- rrir a los negocios verdes para triunfar. El libro debe reflejar el marco económico de hoy en día para conseguir que la intro- ducción a los negocios resulte relevante y actual. La muy evidente intervención del vi Confirming Pages BIENVENIDO vii gobierno genera un marco que no cesa de transformarse para los negocios; prestamos especial atención a cómo los cambios de las políticas para el mercado de la vivienda y la banca han afectado el ciclo económico de los mismos. Ante el deterioro de las hipotecas secundarias, muchos consumidores han perdido sus casas y sus patrones de consumo se han modificado. Las fluctuaciones de los precios de las mercancías, como el petróleo, los productos agrícolas y el maíz, el trigo y la soya, también han cambiado el comportamiento de los consumidores. Las compañías estadounidenses de automóviles atraviesan tiempos difíciles dentro de esa industria de consumo porque no fabricaron los productos que los consumidores desean. En el libro, abordamos todos estos temas tanto por medio de ejemplos como en el contenido del texto con la intención de ayudar a los alumnos a comprender mejor la dinámica que el mundo de los negocios está registrando. Ahí, éstos alcanzan el éxito anticipando dichos cambios y preparándose para controlar los riesgos que entrañan. Hemos procurado considerar los negocios globales, la ética y la responsabilidad y los e-business debido a su relación con fundamentos esenciales para la introducción a un curso de negocios. Nuestro equipo de coautores cuenta con diversas experiencias en esos ámbitos. O.C. Ferrell y Linda Ferrell son reconocidos líderes en la enseñanza de ética en los negocios y su conocimiento se refleja en cada capítulo, así como en los recuadros titulados “Ética y responsabilidad social”. Geoff Hirt posee una sólida pre- paración en desarrollo de negocios globales, en especial en los mercados financieros mundiales y en las relaciones comerciales. Hemos revisado a fondo las principales áreas de la introducción a los negocios, las iniciativas emprendedoras, la administración de pequeñas empresas, el marketing, la contabilidad y las finanzas y ofrecemos ejemplos que los estudiantes pueden contex- tualizar. Presentamos el contenido de las áreas funcionales medulares de los negocios de modo que los alumnos adquieran una visión holística del mundo de los negocios. Los ejemplos de los recuadros, “Reaccione a los desafíos del negocio”, “Pensamiento global”, “Hacia un negocio verde” y “Ética y responsabilidad social” sirven para presen- tar casos del mundo real en las áreas correspondientes. Nuestro propósito es asegurarnos de que el contenido y el paquete del profesor de esta obra cuenten con la mayor calidad posible. Queremos aprovechar esta oca- sión para ganar su confianza y agradeceremos toda retroalimentación que favorezca la mejora continua de este material. Ojalá que los verdaderos beneficiarios de todo nuestro trabajo sean estudiantes bien informados que adviertan la trascendencia de los negocios en la sociedad y que aprovechen la oportunidad de desempeñar un papel des- tacado para mejorar nuestro mundo. A medida que los estudiantes comprendan cómo funciona nuestro sistema de libre empresa y cómo encajamos dentro del marco de la competencia mundial, sentarán las bases para crear su propio éxito y mejorar nuestra calidad de vida. Confirming Pages Creado partiendo de la base Introducción a los negocios en un mundo cambiante, el texto en rústica que ha registrado más ventas de mercado, se originó partiendo de la base; es decir, fue pensado y escrito expresamente para profesores y estudiantes que valoren un libro conciso, flexible y ase- quible que incluya la información más actualizada posible. Por otra parte, en la actualidad, casi todos los libros breves de introducción a los nego- cios disponibles en el mercado son sólo compendios de textos de pasta dura mucho más largos. En realidad, ninguno de ellos está proyectado para satisfacer las necesidades de los estudiantes o de los profesores a lo largo del curso, sino que son reproducciones o pro- ductos diseñados con el propósito de aprovechar el contenido existente. Con su material de enseñanza líder en el mercado, su contenido renovado y sus ejemplos, Introducción a los negocios en un mundo cambiante ofrece la mezcla exacta de actualidad, flexibilidad y valor que usted requiere. Es el libro que está registrando mayor demanda —y ofrece el mejor valor disponible— en el mercado de los libros concisos de introduc- ción a los negocios. ¿Qué distingue a esta obra de las de la competencia? Una mezcla inigualable de conte- nido actual, profundidad temática y mejores apoyos para la enseñanza. Los temas y ejemplos más recientes Introducción a los negocios en un mundo cam- biante no está atado al ciclo de revisiones de un libro más extenso y, por lo mismo, no hereda información ni ejemplos irrelevantes y atrasa- dos. Todo el contenido de la séptima edición refleja las circunstancias más recientes del mundo de los negocios, desde el crecimiento del outsourcing en India hasta la estrategia para determinar el precio de los Xbox.
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