{"id":42397,"date":"2023-07-04T09:51:47","date_gmt":"2023-07-04T07:51:47","guid":{"rendered":"https:\/\/www.monempresarial.com\/?p=42397"},"modified":"2025-09-24T10:40:00","modified_gmt":"2025-09-24T08:40:00","slug":"la-sostenibilitat-del-negoci","status":"publish","type":"post","link":"https:\/\/www.monempresarial.com\/ca\/2023\/07\/04\/la-sostenibilitat-del-negoci\/","title":{"rendered":"La sostenibilitat del negoci"},"content":{"rendered":"

La sostenibilitat s\u2019ha desenvolupat principalment des del camp cient\u00edfic i des de l\u2019activisme. Aix\u00f2 l\u2019ha allunyat de la direcci\u00f3 empresarial.<\/strong><\/p>\n

GUILLEM MART\u00cd.<\/span> Director del Centre d\u2019Investigaci\u00f3 en Sostenibilitat de Barna Management School.<\/strong><\/h4>\n
\n

Per una banda, els directius troben poc atractives les investigacions cient\u00edfiques per la seva limitada aplicaci\u00f3 pr\u00e0ctica al negoci. D\u2019altra banda, se senten amena\u00e7ats per l\u2019activisme, que sovint assenyala l\u2019empresa com la causa de tots els mals. Per aquest motiu, \u00e9s necessari tractar la sostenibilitat des d\u2019una perspectiva m\u00e9s propera a l\u2019empresa.<\/p>\n

L\u2019ESG \u00e9s un marc conceptual adequat per abordar la sostenibilitat des de la direcci\u00f3. Es tracta de les inicials en angl\u00e8s d\u2019environmental, social i governance, tres pilars fonamentals per entendre com l\u2019empresa pot millorar la seva relaci\u00f3 amb l\u2019entorn.<\/p>\n

El pilar ambiental (environmental) ajuda a identificar aquells elements de l\u2019entorn natural sobre els quals l\u2019empresa erigeix els actius estrat\u00e8gics i a trobar maneres protegir-los i desenvolupar-los. D\u2019una manera semblant, el pilar social (social) contribueix a identificar les qualitats i capacitats que l\u2019empresa requereix la societat per poder mantenir el negoci. El que resulta menys intu\u00eftiu \u00e9s el pilar de governan\u00e7a (governance), que centra l\u2019atenci\u00f3 en el govern de l\u2019empresa, l\u2019estructuraci\u00f3 d\u2019organismes de decisi\u00f3 col\u00b7legiada, la import\u00e0ncia dels consellers independents, la transpar\u00e8ncia i la lluita contra la corrupci\u00f3, entre d\u2019altres. Es tracta de temes cabdals per als accionistes, ja que s\u2019enfoca en la correcta administraci\u00f3 dels fons que han invertit en la companyia.<\/p>\n

\u00c9s habitual que els directius creguin que la seva principal missi\u00f3 \u00e9s generar beneficis. Al cap i a la fi, aquest \u00e9s l\u2019indicador sobre el qual s\u2019acostuma a valorar la seva contribuci\u00f3 i a calcular les bonificacions. Per\u00f2 en realitat, aquesta \u00e9s la seva segona prioritat. La primera missi\u00f3 d\u2019un directiu \u00e9s mantenir el capital dels socis. Cap soci no estar\u00e0 satisfet si obt\u00e9 beneficis per\u00f2 s\u2019adona que s\u2019ha degradat el valor de la seva inversi\u00f3.<\/p>\n

La sostenibilitat \u00e9s un concepte clau per a la direcci\u00f3 empresarial, ja que permet idear formes de mantenir i desenvolupar el capital dels socis. Al descobrir els efectes que l\u2019empresa t\u00e9 sobre l\u2019entorn, els directius poden identificar els elements naturals, socials i de governan\u00e7a essencials per mantenir la proposta de valor i cr\u00e9ixer de forma sostenible. <\/strong><\/span><\/h4>\n","protected":false},"excerpt":{"rendered":"

La sostenibilitat s\u2019ha desenvolupat principalment des del camp cient\u00edfic i des de l\u2019activisme. Aix\u00f2 l\u2019ha allunyat de la direcci\u00f3 empresarial.<\/p>\n","protected":false},"author":122,"featured_media":42391,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"mc4wp_mailchimp_campaign":[],"jnews-multi-image_gallery":[],"jnews_single_post":{"source_name":"","source_url":"","via_name":"","via_url":"","override_template":"0","override":[{"template":"1","single_blog_custom":"","parallax":"1","fullscreen":"1","layout":"right-sidebar","sidebar":"default-sidebar","second_sidebar":"default-sidebar","sticky_sidebar":"1","share_position":"bottom","share_float_style":"share-monocrhome","show_share_counter":"1","show_view_counter":"1","show_featured":"1","show_post_meta":"1","show_post_author":"1","show_post_author_image":"1","show_post_date":"1","post_date_format":"default","post_date_format_custom":"Y\/m\/d","show_post_category":"0","show_post_reading_time":"1","post_reading_time_wpm":"300","show_zoom_button":"0","zoom_button_out_step":"2","zoom_button_in_step":"3","show_post_tag":"1","show_prev_next_post":"0","show_popup_post":"1","number_popup_post":"2","show_author_box":"1","show_post_related":"1","show_inline_post_related":"1"}],"override_image_size":"0","image_override":[{"single_post_thumbnail_size":"crop-715","single_post_gallery_size":"crop-500"}],"trending_post":"0","trending_post_position":"meta","trending_post_label":"Trending","sponsored_post":"0","sponsored_post_label":"Sponsored by","sponsored_post_name":"","sponsored_post_url":"","sponsored_post_logo_enable":"0","sponsored_post_logo":"","sponsored_post_desc":"","disable_ad":"0"},"jnews_primary_category":{"id":"10846","hide":""}},"categories":[10830,10846,10816,10817],"tags":[231,399,826,5187,6269,8538],"_links":{"self":[{"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/posts\/42397"}],"collection":[{"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/users\/122"}],"replies":[{"embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/comments?post=42397"}],"version-history":[{"count":3,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/posts\/42397\/revisions"}],"predecessor-version":[{"id":47487,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/posts\/42397\/revisions\/47487"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/media\/42391"}],"wp:attachment":[{"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/media?parent=42397"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/categories?post=42397"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/tags?post=42397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}