En la actualidad, el término “Economía de los intangibles” ha venido tomando fuerza gracias al nacimiento de la era de la información y del conocimiento que ha generado impactos en la economía, la sociedad, la política, la tecnología y las empresas.
La Economía de los intangibles hace referencia a los activos no materiales difíciles de aislar, que no pueden ser percibidos físicamente y que crean valor, mejoran la posición competitiva de las empresas y sus resultados económicos. Entre estos activos se incluyen propiedad intelectual, patentes, tecnologías, capital intelectual, entre otros. Sin embargo, en los últimos años la reputación, la imagen, el posicionamiento, la responsabilidad social y la marca, se han convertido en los elementos estratégicos más importantes para la creación y protección de valor de las organizaciones.
En el contexto actual, las organizaciones han dejado de competir por variables de tipo financiero, productos y servicios, relación calidad precio, y buscan obtener el respeto, la admiración, empatía, respaldo, lealtad por preferencia y la recomendación, entre otros, por lo que una de sus prioridades es medir y analizar las percepciones de sus stakeholders, dado que éstos buscan organizaciones que vayan de acuerdo a su personalidad y que satisfagan sus necesidades sociales y psicológicas.
El rol de las empresas es hoy, entonces, utilizar los intangibles y alinear a todos los stakeholders en torno a la estrategia de la empresa, para así crear y fortalecer las relaciones y vínculos emocionales. Pero para poder diseñar estrategias de gestión de los intangibles es indispensable realizar mediciones de percepción a través de recolección de información disponible en los medios de comunicación y redes sociales, para posteriormente analizar y medir reputación a partir de estímulos positivos y negativos, para establecer un proceso estructurado de transformación en la organización que permita impactar transversalmente el activo reputacional y la gestión integral de los intangibles con mejoras en los procesos, planeación y generación de contenido, y programar lo que se quiere generar en el cerebro de las audiencias de interés.
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