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domingo, 11 de diciembre de 2011

MY EXPERIENCE IN THE PHARMACEUTICAL INDUSTRY


MY EXPERIENCE
 IN THE PHARMACEUTICAL INDUSTRY 

After more than 17 years’ experience in the pharma industry I’ve developed different activities occupying various roles in three distinct multinational companies. My first company when I was 27 years old was ASTRA-TECH, which was a small piece inside the pharma multinational ASTRAZENECA. 
I was very lucky; I was recruited by an excellent professional and an even better person (Francisco Grau Rahola, ASTRA-TECH CEO and now a very good friend…); Paco then gave me the chance to participate in a project which was just starting and where I was the third person recruited by the company. I stayed there for almost 7 years and learned the Swedish way of thinking (its strict forecast model); I attended international meetings where I used to learn new stuff every day, always in the commercial department (formerly as a sales rep and afterwards in the marketing setting). As my native language is not English and besides while I was in ASTRA-TECH my level was very, very low (writing, listening or speaking…), when I had a rendez-vous with colleagues I used to be very anxious, I was never sure about the actual Schedule and arrived usually late…But with a tremendous effort and endurance I improved my language skills.


During that period in ASTRA-TECH I divided my time into two different business units, because my skills allow me to learn technically almost any product in a fast track way. At the beginnig there was neither Medical  nor Marketing department. The two units were the HOSPITAL UNIT (SURGERY AND UROLOGY) and the DENTAL IMPLANT  UNIT.


HOSPITAL UNIT.
CUSTOMERS
-Nationwide PUBLIC and PRIVATE Hospitals.
-Low-friction Hydrophilic Probes.
-Vacuum Drains
 -Post-orthopaedical Surgery Blood Recuperators.
(Anesthetists, Traumatologists, Urologists, General Surgeons).
ROLE
Nationwide Hospital  Sales Rep.
ACTIVITY
Hospital commercialization through tenders. Negotiating with SACYL, SAS, etc...Presentations in Anesthetics, General Surgery, etc…departments. Peer-review and support to other colleagues.

DENTAL IMPLANT UNIT 
CUSTOMERS
PUBLIC and PRIVATE Hospitals and Dental Clinics.
(Maxillofacial surgeons, Periodontists, General Odontologists e Implantologists)
ROLE
Nationwide Hospital Sales Rep.
ACTIVITY
Commercialization of implants as substitutes for actual teeth in the upper or lower jaw
Customers CME. Auxiliary personnel CME. Follow-up of Customer querys and fidelization. Promotion and deveolpment of courses and activities.In 2004, Paco helped me improve my training and education through the MARKETING AND  COMMERCIALIZACION MASTER of ESADE.
But Afterwards I Paco wanted me to change my role to PRODUCT MANAGER and move to Barcelona, and due to my personal situation (I was getting married!) I decided to move to a different company. 


ONCOLOGY UNIT 

Then I got in contact with another great professional and wonderful person, Joan Mercadé; he recruited me to the brand-new Oncology Unit in MERCK (then MERCK FARMA y QUIMICA) as a Sales Rep, and I couldn’t be happier…Joan leaded the launch and development of ERBITUX, an innovative monoclonal antibody; to all of us it was a huge challenge, because there wasn’t any know-how in the company inside the ONCOLOGY ground and, although Joan new it, specially for me. 
He recruited people coming from PRASFARMA, formerly involved in the commercializacion of cancer chemotherapies, including IRINOTECAN.

As I told you before, with Joan as a leader SPAIN reached the highest performance and succes as a European Country, so Joan was awarded. He had a secret, he recruited Claudi Sola against some inner advices; Claudi, a former oncologist at Sant Pau Hospital in Barcelona, was a hype! Although he came from breast cancer specialty, he was able to update himself in colorectal cancer in about four months.

He used to offer lectures highly appreciated by the Spanish Oncology ground.
Joan Mercade is an excellent professional who plans in the long term and bases his strategy in a powerful commercial crew supported by an amazing medical team.
At the Marketing department he also recruited another upscale performer coming also from PRASFARMA, Isabel Bestit (MD and Marketing specialist) also), and Ivette Brugués to enhance this department.

To make all these machinery work properly, Joan plans a meeting interface between all the departments and lets us know each other without pressure…The aftermath is a huge synergy that we became one of the favorite partners in Oncology in less than two years (to recall: we were absolute beginners two years ago…).

The ERBITUX launch with Mercadé’s leadership is so avowed that its studied by some elite Business Schools; in 4 years the project is changing and I’m designated NATIONAL SALES MANAGER (leading a 8 people team).

Then came the merger and the leakage of talent was brutal; I stayed only with another person from the former team, everything else is wasted… Companies are made of people; some of them have great  talent.

The loss of this talent brings together the loss of productivity, excelence ,prestige, sales and, OVERALL LOSS OF ILLUSION AND TRUST IN THE PROJECT.


There is a sentence in Blade Runner that clearly defines the situation: 


“I’ve seen things that you won’t believe…To attack warships in flames beyond Orion. I’ve seen C Rays shining in the darkness closet o Tannhauser’s Gate. All these moments will be lost like tears in the rain…” 


NO MATTER WHAT’S THE COMPANY’S SIZE, THIS WILL HAVE ITS COSTS MUCH SOONER THAN LATER.


Octavio Ignacio Ruiz Ruiz Business Development. oirmab@gmail.com   

jueves, 8 de diciembre de 2011

MI ACTIVIDAD LABORAL FARMACEUTICA


En mis más, de 17 años en el sector farmacéutico. He desarrollado diversas actividades con diferentes posiciones en 3 laboratorios de carácter multinacional.

El primer laboratorio en el que empecé a trabajar con 27 años.
Fue ASTRA-TECH.
Este laboratorio era una pequeña parte dentro de la conglomerado de la multinacional farmaceútica ASTRAZENECA.

Tuve mucha suerte.
Al ser seleccionado por un excelente profesional y mejor persona (Francisco Grau Rahola. Director General de ASTRA-TECH actualmente y buen amigo).
Paco me dio la oportunidad de participar en un proyecto que se iniciaba y en el que yo participaba. Siendo la tercera persona que ingresaba en dicha compañía.

Estuve en dicha empresa, más ó menos 7 años. Aprendí la forma de pensar sueca (su exigente modelo de previsión). Asistí a reuniones de carácter internacional. En las que cada día aprendía una cosa nueva.

Siempre he estado en el departamento comercial (o bien como vendedor ó en el departamento de marketing)

Teniendo en cuenta que mi idioma no es el inglés y que mi nivel cuando entré en ASTRA-TECH (era nivel bajísimo, tanto leído, escrito como hablado).
Cuando tenía que quedar a una hora con mis colegas, me ponía muy nervioso, porque nunca me enteraba de la hora y siempre, repito, siempre llegaba tarde.
Pero con esfuerzo y tesón logre mejorar de forma notable en el idioma.

En ese periodo en ASTRA-TECH, pase por sus 2 unidades de negocio.
Ya que una de mis habilidades es aprender técnicamente cualquier producto en un tiempo mínimo.
En el momento en el que yo entré no existía departamento médico y tampoco exisitía departamento de marketing.

Las Unidades eran 2:
UNIDAD HOSPITALARIA (QUIRÚRGICA y UROLOGÍCA)
UNIDAD DE IMPLANTES DENTALES

  • UNIDAD HOSPITALARIA

CLIENTES
Hospitales PUBLICOS y Hospitales PRIVADOS de ámbito nacional.
Comercialización y venta de Sondas hidrofílicas de baja fricción.
Comercialización y venta de Drenajes de bajo vacío.
Comercialización y venta de Recuperadores de Sangre a nivel postquirúrgico en cirugía ortopédica.
(Anestesistas, traumatólogos, urólogos, cirujanos generales)
POSICION
Vendedor hospitalario especialista ámbito nacional
ACTIVIDAD
Venta hospitalaria a través de concurso de estos productos. Entrando en contacto con SACYL, SAS, etc.......
Presentación en los Deptos de anestesía, cirugía general, etc
Soporte a otros delegados con presentaciones, etc


  • UNIDAD DE IMPLANTES DENTALES

Comercialización de implantes dentales para sustitución de piezas dentales en maxilar superior ó inferior.

CLIENTES
Hospitales Públicos, Hospitales Privados y Clinicas dentales
(Cirujanos Maxilofaciales, Periodoncistas, Odontólogo general e Implantólogo)
POSICION
Vendedor hospitalario especialista en ámbito nacional.
ACTIVIDAD
Venta del producto. Formación de cliente. Formación de los auxiliares. Fidelización y seguimiento de las peticiones realizadas por el cliente. Promoción y desarrollo de cursos, etc

En el año 2004, Paco me facilita la formación en un MASTER DE MARKETING Y COMERCIALIZACIÓN con ESADE.

Al termino del mismo decido cambiar a otro laboratorio. Ya que Paco, quiere que me vaya a Barcelona, para que mi posición pase a ser PRODUCT MANAGER. Le comunico que NO, porque mi estado civil cambia (me caso)


  • UNIDAD ONCOLOGIA


Entro en contacto con un gran profesional y además una persona estupenda. Joan Mercade. Joan me ficha en el laboratorio MERCK (conocido como MERCK FARMA-QUIMICA), para la unidad de oncología.
Me ficha como vendedor y yo no puedo ser más feliz.

Joan es la persona que lidera. El lanzamiento, desarrollo de una unidad completamente nueva. Con una molécula completamente nueva (ERBITUX (m.a.b monoclonal antibody).
Para Joan y para nosotros es un reto increíble. Porque el Laboratorio NUNCA ha trabajado en ONCOLOGÍA y entre nosotros. Yo tampoco, aunque JOAN esto ya lo sabe.
Incorpora a gente que procede en su mayoría de otro laboratorio llamado PRASFARMA.
Este último laboratorio ha comercializado el IRINOTECAN (un producto de quimioterapia para el cáncer).

Joan lidera el proyecto y en el año de lanzamiento consigue ser ESPAÑA el páis con mayor éxito comercial de Europa. Joan recibe un premio.
Joan tiene un secreto. Ha fichado en contra de las recomendaciones del laboratorio.  A Claudio Sola (oncólogo del Hosp San Pau).
Claudio es un auténtico crack. Aunque el procede de la especialidad de mama. Es capaz de ponerse al día en cólon en unos 4 meses.
Claudio da unas charlas magistrales que son reconocidas por todo el sector oncológico español.
Joan Mercade es un excelente profesional. Que piensa a largo plazo y que basa su estrategia en un potente equipo comercial apoyado por un increíble equipo médico.

En el Depto de Marketing incorpora otra excelente profesional que procede de Prasfarma.
Isabel Bestit (médico y especialista en marketing). Isabel ficha a otra profesional excelente Ivette Bruguess para dar mayor potencia al Depto de Marketing.

Pero es más, para que todo este engranaje funcione. Joan Mercade, realiza una reunión con todos los departamentos para que nos conozcamos por narices y nos deja, que nos vayamos conociendo de forma natural sin presiones.

Esto último crea una sinergía tan bestia en el laboratorio. Que pasamos a ser uno de los principales partnes de oncología en menos de 2 años. Entendiendo que hace 2 años éramos unos perfectos desconocidos.

El lanzamiento de ERBITUX, es tan reconocido. Que el lanzamiento de ERBITUX por Joan Mercade, empieza a ser estudiado en diferentes escuelas de Negocio de máximo nivel.

A los 4 años. Este proyecto cambia. Me hacen GERENTE NACIONAL DE VENTAS DE LA UNIDAD DE ONCOLOGÍA (Llevando un equipo de 8 personas).
Se produce una fusión y la perdida de talento es brutal. Me quedo yo y otra persona del equipo. Todo lo demás desaparece.

Las empresas están formadas por personas. Algunas de ellas tienen mucho talento. La perdida de talento genera una perdida en productividad, perdida de excelencia, perdida de prestigio, perdida de ventas, y SOBRETODO PERDIDA DE ILUSIÓN EN EL PROYECTO.
Hay una frase de Blade Runner que lo define todo.

( YO HE VISTO COSAS QUE VOSOTROS NO CREERIAÍS.....ATACAR NAVES EN LLAMAS MAS ALLA DE ORION.
HE VISTO RAYOS C BRILLAR EN LA OSCURIDAD CERCA DE  LA PUERTA DE TANNHAUSER.
TODOS ESTOS MOMENTOS SE PERDERAN COMO LAGRIMAS EN LA LLUVIA....)

INDEPENDIENTEMENTE DEL TAMAÑO QUE TENGA LA EMPRESA. ESTO MÁS TEMPRANO QUE TARDE PASA FACTURA.

Espero que les haya gustado. Octavio Ignacio Ruiz Ruiz Business Development. oirmab@gmail.com









 Un Saludo de Octavio Ignacio Ruiz Ruiz Business Development email: orimab@gmail.com

VALORES COMERCIALES DESDE MI PUNTO DE VISTA

LOS PRINCIPALES VALORES SON PARA MI:

LA EDUCACIÓN, LA ELEGANCIA, EL TRABAJO BIEN HECHO (A TRAVÉS DEL MÁXIMO ESFUERZO), LA FORMACIÓN INTELECTUAL Y EL COMPROMISO ETICO CON CUALQUIER PROYECTO A REALIZAR (Y NO TIENEN PORQUE IR EN ESE ORDEN)

ME ENCANTAN LAS FRASES -DESCRIBEN LA REALIDAD DE FORMA CERTERA:

 1) LO VERDADERAMENTE DIFICIL NO ES SER BUENO ó MALO. LO DIFICIL ES SER JUSTO. (P.BORDIU)

2) UNA PERSONA INTELIGENTE. ES AQUELLA, QUE SABE RODEARSE DE PERSONAS MÁS INTELIGENTES QUE ELLA. (J.F.K)

3) EL MAL NO DESCANSA Y YO NO LE DOY UN RESPIRO (ANONIMO)

Yo personalmente me veo de la siguiente manera:
TRABAJO COMO UN CHINO (14 horas /dia y no estoy enfermo. Descanso 4 horas)
PLANIFICO COMO UN SUECO (A un año vista)
ME ORGANIZO A NIVEL PROFESIONAL COMO UN ALEMAN
VENDO COMO UN AMERICANO (habilidades sociales, de comunicación, etc)

SOY ESPAÑOL (Por lo tanto SIEMPRE ME SUBESTIMAN)

 Un Saludo de:

 Octavio Ignacio Ruiz Ruiz Business Development email: oirmab@gmail.com

sábado, 3 de diciembre de 2011

WEB 2.O MKTING ONLINE (ENGLISH)



WEB 2.O. MARKETING ONLINE 
 WEB 2.O . MARKETING ONLINE 

First things first, we need a definition:
WEB 2.O:

This term is intimately associated to the Internet, to the web pages you can find inside the network and to the relationship with the surfers and the rest of the world. The web pages are specifically designed to be social, so they allow the surfers to be linked like in social networks.
All this means that:

1) Communication is bidirectional, it works in both sides.

2) You can establish collaborative strategies together with other surfers without physical       contact , the only link is the internet content, that means through an intellectual way.


The partnership in this area means that u
sers are not simple spectators, now they take part, they provide contents, no matter what kind, about cars, bikes, airplanes, economy, etc…Consequently, that causes that people with great knowledge in a specific area can share it without working in a classic source like a newspaper. The reward to the person that provides the know how is aknowledgment and if it is very sustained it will sure bring some time of economical payoff.

It’s in this environment where the social networks are born. Different groups with various interests take place, they talk, write or shout to each other, but through the internet, providing a huge vitality to the network, never seen before…

The Social Network concept comes from the Social Media Marketing (SMM). Some examples are already well known:

-  LINKEDIN
-  TWITTER
-  FACEBOOK
-  TWENTY
-  FLICK

   etc...
The term  WEB 2.O was conceived by Tim O´Reilly in 2004. Following his own words, it’s a concept in a continued and almost daily evolution, due to the fact that the social networks and the users’ imagination make every concept immediately obsolete.
The WEB 2.O concept gets the game rules changed inside the online world
¿How?

We’ve seen the technological shift of INTERNET use and that caused the following  :
1. If someone unknown is able to provide VALUE with a content, that person will be rewarded by the users based on his intellect and skills, no matter what social class, economical position, organization, etc…The network establishes a peer system depending upon knowledge and abilities.
2. The GROUPS are socialized. The lobbies cannot create enough barriers to keep any persona round the world from setting their doubts, information, wathever. The dykes to attain wisdom are finally broken and anyone can release knowledge with the only valid judgement coming from the users.
3. COMMUNICATION is socialized. To reach the people through the Internet you don’t need the classical mass media. With a simple blog you can express yourself and then the users will assess you, but not taking into account your education, position or friends.
4. PEOPLE’S links are socialized. You can reach any person anywhere at a ridiculous cost (just some electricity waste and a computer).
5. Relationships become INTERNATIONAL. If you have a little know how about the language and  culture of the different nations worldwide. 
6. INTERNET shows the greatest cost-efficacy ratio to get to know anyone worldwide.
7. The classical MASS MEDIA are now in second term.  Newspapers, telephone, and any usual broadcast become background now when thinking about commercial, profesional or non professional relationships focusing on their costs, safety and inherent values put forward by the Internet.
8.  TRADE relations change.  There is a technological shif related to the ONLINE MARKETING.
9. TRADITIONAL SHOPS will last for not so long. Unless services that require a physical approach due to an intrinsic value, like fesh foods. 
10. LATIN COUNTRIES. People is used to go out and buy things walking on the street, the kind and usually warm weather is the main reason for the slow acces to Internet shopping. But the aggressive endeavour of the companies offering huge discounts is beginning to chage the rules. Even ZARA is now embracing this aproach.
11. BRAND-NEW COMPANIES. PRIVALIA, BUYVIP, Etc…, they represent a paradigm shift because their customers buy very expensive and exclusive brands (BURBERRY, HILFIGER, RALPH LAURENT) with huge discounts above 40% through the Internet), working on a 24/7 outlet base.
12. METRICS. The web pages have established a new way of relationship with the customer.
Using some data (Metrics) we can know how many users/customers have reached the place every day, where do they come from, how long they stayed watching, wath did they see, if they want to complain or share friendly comments and, of course, what did they buy.
Obviously, the marketing campaigns are specifically targeted and can be customized daily.
13. The Incorporation of CUSTOMERS   to this new kind of trade formulae comes from “digital-born natives” (those who were born in this Internet Era and that usually surf through the network), but also from those who were born early and then understood and embodied the advantages.

  POWER AND ITS CATEGORIES

Economical Power, Social Power, they both changed due to a technological shift, from the Analogical to the Digital Era.


POWER   in the ANALOGICAL ERA was based on:

1) SOCIAL RELATIONSHIPS.

2) JOB HIERARCHY.

CHANGE FOR A TECHNOLOGICAL SHIFT ->

 POWER in the DIGITAL ERA is based on:

1)  INTELLECTUAL SKILLS.

2) FAIR ACCES to the Internet and its tools.
3) NETWORKING SKILLS   can help to break the lobby barriers and allow that anonymous but proficient people improve their strength (economical, communicative and collaborative).

by Octavio Ignacio Ruiz Ruiz email:oirmab@gmail.com

jueves, 1 de diciembre de 2011

WEB 2.O. MARKETING ONLINE

WEB 2.O MARKETING ONLINE
 WEB 2.O . MARKETING ONLINE 


Lo primero sería definir que es :

WEB 2.O:

Este término esta asociado intimamente  a internet.

A las páginas web que hay en internet y la relación que establecen con los internautas y con el resto del mundo.

Estas páginas webs, están diseñadas para ser sociales. Es decir, permitir interelacionar a los internautas mediante redes sociales.

Todo esto se traduce en que:


1) La comunicación es bi direccional. Discurre en ambos sentidos.

2) Se pueden establecer estrategias de colaboración con otros internatuas por la red sin conocerse físicamente. Sólo por el contenido aportado en internet, es decir, de una forma intelectual.

La colaboración entre las partes.
Significa que:
1) Los usuarios de internet, ya no son meros espectadores.
Sino, que ahor participan, aportan contenidos (del tipo que sea. Sobre coches, motos, aviones, economía, etc).

Esto provoca que personas con grandes conocimientos en algún sector pueden publicar sin tener que trabajar en un medio clásico como pueda ser un periódico.

El valor, para el que escribe es el reconocimiento y más adelante si es muy reconocido puede tener algún tipo de contraprestación de carácter económico.

En este entorno. Empiezan a desarrollarse las redes sociales.

Aparecen grupos con diversos intereses, que se escriban, se critican o se gritan, pero por internet.

Aportando una vitalidad a la red, que hasta el momento era desconocida................

El termino Red social procede de SMM, que es Social Media Marketing.

Como ejemplos de redes sociales. Tenemos:

a) LINKEDIN
b) TWITTER
c) FACEBOOK
d) TWENTY
e) FLICK

y un largo etc.............

El término WEB 2.O fue acuñado por Tim O´Reilly en el año 2004. Según sus propias palabras es un concepto que se ha ido renovando casi por días. Debido a que las redes sociales y la imaginación de los internautas ha dejado obsoleto cualquier concepto.


El termino WEB 2.O CONSIGUE CAMBIAR LAS REGLAS DEL JUEGO EN EL MUNDO ONLINE  ¿ COMO ?


¿COMO?:

HEMOS ASISTIDO A UN CAMBIO TECNOLOGICO EN EL USO DE INTERNET Y ESO HA PROVOCADO LO SIGUIENTE:

1. SI UNA PERSONA DESCONOCIDA. ES CAPAZ DE APORTAR VALOR MEDIANTE UN CONTENIDO. 
ESTA PERSONA SERA VALORADA POR LOS INTERNAUTAS. 
EL VALOR DEPENDERÁ DE SU INTELIGENCIA, CAPACIDAD, ETC.
NO DEPENDERÁ DE SU CLASE SOCIAL.
NO DEPENDERÁ DE SU POSICIÓN.
NO DEPENDERA DE LA ORGANIZACIÓN A LA QUE PERTENEZCA.
LA RED ESTABLECE UN SISTEMA IGUALITARIO DE ACCESO QUE DEPENDE DE LA CAPACIDAD Y CONOCIMIENTO DE DICHA PERSONA.

2. LOS GRUPOS SE SOCIALIZAN. LOS GRUPOS DE PRESIÓN NO PUEDEN ESTABLECER BARRERAS PARA QUE CUALQUIER PERSONA DEL PLANETA PLANTEE SUS DUDAS, CONOCIMIENTOS. ETC. SE HAN ROTO LAS BARRERAS DE ACCESO A LA INFORMACIÓN Y CUALQUIERA PUEDE PUBLICAR. EL RECONOCIMIENTO VIENE DADO POR LOS INTERNAUTAS.

3. LA COMUNICACIÓN SE SOCIALIZA. PARA PODER COMUNICARTE POR INTERNET NO NECESITAS A LOS MEDIOS CLÁSICOS DE COMUNICACIÓN.
CON UN BLOG PUEDES EXPERESAR TUS PUNTOS DE VISTAS Y LUEGO LOS INTERNAUTAS TE VALORAN. PERO NO DEPENDES DE TUS ESTUDIOS, POSICIÓN O AMIGOS.

4. LAS COMUNICACIONES ENTRE PERSONAS SE SOCIALIZAN. TE PUEDES PONER EN CONTACTO CON CUALQUIER PERSONA DE CUALQUIER PAÍS A UN PRECIO RIDICULO (UN POCO DE ELECTRICIDAD Y UN ORDENADOR)

5. LAS RELACIONES PUEDEN VOLVERSE INTERNACIONALES. SI CONOCES EL IDIOMA Y LA CULTURA DE LOS PAISES DEL MUNDO

6. INTERNET ES EL MEDIO COSTE-EFICAZ MÁS POTENTE DEL MUNDO PARA PODER COMUNICARTE CON OTRO PERSONA QUE VIVA EN LA TIERRA.

7. LOS SISTEMAS CLÁSICOS DE COMUNICACIÓN MEDIANTE PERIODICOS, TFNO, ETC PASAN A UN SEGUNDO PLANO EN RELACIONES COMERCIALES PROFESIONALES Y NO PROFESIONALES POR EL COSTE, SEGURIDAD Y VALOR QUE APORTA INTERNET.

8. LAS RELACIONES COMERCIALES CAMBIAN (HAY UN SALTO TECNOLÓGICO)
MARKETING ONLINE

9. LAS TIENDAS TRADICIONALES NO DURARAN A MENOS QUE SEA IMPRESCINDIBLE ACCEDER FISICAMENTE A ELLAS PORQUE APORTEN UN VALOR.
EJEMPLO EL PAN, LAS COMIDAS, ETC DEBIDO A QUE APORTAN UN ESPACIO FÍSICO PARA COMER. 

10. EN PAISES LATINOS. COMO UN BUEN CLIMA LA GENTE ESTA ACOSTUMBRADA A COMPRAR EN LA CALLE Y ESE ES UNO DE LOS MOTIVOS DE QUE LAS COMPRAS A TRAVES DE LA RED SE HAYAN LIMITADO.
PERO LA AGRESIVIDAD DE LAS EMPRESAS CON ALTOS DESCUENTOS. ESTAN EMPEZANDO A CAMBIAR LAS REGLAS. A PARTE QUE COMPAÑIAS COMO ZARA, ETC ESTAN EMPEZANDO A ENTRAR.

11. COMPAÑIAS COMO PRIVALIA, BUYVIP, ETC. HAN CAMBIADO LAS REGLAS DEL JUEGO YA QUE HAN PERMITIDO QUE CLIENTES COMPREN LAS MARCAS DE ROPA (BLUEBRERRY, TOMMY, RALPH LAURENT CON GRANDES DESCUENTOS HASTA UN 40% POR INTERNET.)

12. METRICA LAS PAGINAS WEB HAN ESTABLECIDO UNA NUEVA FORMA DE RELACIONARSE CON EL CLIENTE.
MEDIANTE DATOS (METRICA) PODEMOS SABER:
CUANTOS CLIENTES HAN ENTRADO EN EL DIA
DE DONDE PROCEDEN
CUANTO TIEMPO HAN PERMANECIDO
QUE HAN VISTO
SE PUEDEN QUEJAR
PUEDEN PONER COMENTARIOS AMISTOSOS
EVIDENTEMENTE QUE HAN COMPRADO
ESTO PERMITE, QUE LAS CAMPAÑAS DE MARKETING SEAN MUY DIRIGIDAS Y SE PUEDAN CAMBIAR EN DÍAS.

13. LA INCORPORACIÓN DE CLIENTES A ESTE NUEVA FORMA DE COMERCIALIZAR SE DA ENTRE NATIVOS DIGITALES (AQUELLAS PERSONAS QUE NACIERON EN LA ERA INTERNET Y QUE USAN DE FORMA HABITUAL ESTA HERRAMIENTA) Y TAMBIÉN SE DA ENTRE AQUELLAS PERSONAS QUE AUNQUE NO NACIERON EN ESA ÉPOCA ENTIENDEN LAS VENTAJAS Y SE HAN IDO ADAPTANDO.

EJEMPLOS DEL CAMBIO.

LA DESTRUCCIÓN DE LOS PODERES DICTATORIALES EN EL AREA DEL MAGREB (LA CAIDA DE TUNEZ, LIBIA, EGIPTO, ETC).
ESTO SE PRODUCE PORQUE HAY UN DESCONTENTO GENERALIZADO QUE SE CANALIZA POR LAS REDES SOCIALES.




EL PODER Y SUS TIPOS DE PODER:


PODER ECONOMICO, PODER SOCIAL 
(CAMBIA POR UN CAMBIO TECNOLÓGICO)
DE LA ERA ANALÓGICA A LA ERA DIGITAL

EL PODER EN LA ERA ANALOGICA DEPENDE:

1) RELACIONES SOCIALES

2) POSICION LABORAL POR EL PUESTO DE TRABAJO QUE SE DESEMPEÑA

CAMBIO POR UN CAMBIO TECNOLÓGICO -->

EL PODER EN LA ERA DIGITAL DEPENDE:

1) LA CAPACIDAD INTELECTUAL DE LA PERSONA

2) CAPACIDAD PARA USAR INTERNET Y SUS HERRAMIENTAS

3) LAS HABILIDADES EN INTERNET, PERMITEN ROMPER LAS BARRERAS DE LOS GRUPOS DE PODER Y PERMITIR QUE GENTE, SIN POSICIÓN. PERO CON CAPACIDAD PUEDAN AUMENTAR SU PODER (ECONÓMICO DE COMUNICACIÓN Y DE RELACIÓN)

by Octavio Ignacio Ruiz Ruiz emai: oirmab@gmail.com

domingo, 27 de noviembre de 2011

ECONOMIC TRUST (LA CONFIANZA ECONOMICA)


ECONOMIC TRUST 

This is a rare virtud that can be considered an intangible, something etherial in a material world gobernad by numbers. Numbers are something tangible, closer, mensurable, easy to understand, and trust.

All this is shown at the article written at COTIZALIA (www.cotizalia.com), yesterday November 17, 2011, entitled " EL BCE hace acto de presencia y la prima se repliega por debajo de los 460 puntos ".

Personally, I think, the markets want to show Mr. Rubalcaba that they´re not very happy with the economical performance of the former goverment. It seems, that they´ve been very ineffective.

"Trust", can only be understood inside the Anglo-Saxon world, like any other economical aspect.
They know for real, what´s the effect of mistrust in their economical environment. But, in contrast, Latin countries are much more tolerant with líes and mistrust.

To lie in economy is devastating, because the customers lose trust, and since then they stop believing everything and your product or service won´t be worth anymore, no matter if you have all the guaraníes you can imagine.

This is one of the reasons why the markets don´t give a damn about the debt level we could reach against Germany. Additionally, the EU relationship with Greece has not been quite beneficial in both sides. so the escenario is fulfilled with doubts, líes and a complete and absolute loose of trust.

by Octavio Ignacio Ruiz Ruiz email:oirmab@gmail.com



domingo, 20 de noviembre de 2011

CHINA FIRST ECONOMICAL POWER


CHINA FIRST ECONOMICAL POWER
THIS IS A FICTION or maybe not…
POLITICAL AND ECONOMICAL SCENE IN EUROPE
Mr. Yorgos Papandreu decides to call for a un referendum (December 1st) because Europe REQUIRES (not simply asks foro r suggests) him to take tough economical actions inside his own country, Greece; the adjustment measures are focused on his PUBLIC DEBT. Mr. Yorgos Papandreu clearly sees all these actions will provoke the end of his political career; I will add on his son’s and grandchildren too…As a typical Latin, he finds out a short term layout; a Latin layout (with mismatches and unforeseen consequences, highly innefective).
EUROPEAN UNION SPOKESMEN
Angela Merkel (Germany) and Nicolás Sarkozy (France)
NATIONS WITH GREEK DEBT 
Germany, France and USA.
HIGHLY AFFECTES NATIONS IF GREECE DOESN’T PAY
Italy and Spain.
SUPERPOWERS SHIFT
Since the 3rd of November USA stopped being the greatest superpower which now is China.
WHY CHINA?
Because  China answered yes to supply the essential funds to stop the fall of the European currency, the Euro, accompanying Italy and Spain’s failure and a new crisis in the international markets.
CHINA’S REASONS
The fundamental reason is to continue being the world’s main engine for economical productivity.

WHAT OFFERS EUROPE IN EXCHANGE
Europe in exchange for the promise (maybe not even necessarily accomplished…) will give China the armamentarium technology they need to secure its position as the  world’s first Superpower, not yet available. When you think about it, the price is ridiculous, because it’s just the promise but China will have the agreement settled down and signed
The situation is so serious in Europe that there is no choice, a pure checkmate due to the fact they took in the wrong partner, a country which never deserved to be European. At least I hope Europe has learnt the lesson and, sincerely, although the Carta Magna doesn’t include this situation, it should be definitely expelled as an example to others, after the stabilization of the markets.

THE AFTERMATH IF GREECE DOES NOT GET THE EUROPEAN RESCUE
Europe says to Yorgos: “Dear Yorgos, we have the financial support from China, so the Euro is not in danger now (at least it seems so for Italy and Spain), but if you insist with this “puppet master poll” that’s what is going to happen:
  1. You will not have economical resources, no cash to pay your official and public employees.
  2. Your banks, right now loosing the 10% of the assets and investment funds, will  proceed to lose the 80% . The derivatives, CDOS or SWAPS are not in the talk, because they’re not at Greece anymore…Yes, yes, dear Yorgos, they’re already gone.
  3. But you’re going to have two options this time, the European way (checkmate again): the bank crashes and takes with it the savings of the mad savers who trusted him ó generates a new “corralito” (Argentinian way), so no one could take out a single Euro.
  4. Increase the multinational companies exodus  (economical and legal unsteadiness) and decapitalization. This translates into an exponential increase in unenployment, provoking the fast increase of the so-called “call effect” spreading to any company with enough to leave... Maybe we should wait for a term that I’m not sure if it already exists in economy, like an “implosion” (the inner collapse of the Greek financial system).
  5. No one is going to lend you Money EVER. Well, maybe not, maybe I’m lying, maybe someone can provide you with some cash… But of course, the risk is so high that they’re not going to believe the data coming from your banks (NOT ONE WORD). At this point, the private entrepreneur and moneylender will tell Greece: OK, tell me how much you need, but with the highest interest never seen , probably a compound interest directly linked to the amount provided.

Fiction: Sarkozy, Merkel and Yorgos having a coffee somewhere in Europe…………………..
Sarkozy winks to Merkel,  Yorgos staring in perplexity ( after the word “bank” he didn’t understood a single word…), then Sarkozy tells him: “Yorgos, I’m afraid just thinking about it...”.

THE AFTERMATH IF GREECE DOES NOT GET THE EUROPEAN RESCUE 
AT  GROUND LEVEL:
  1. Official and public employees strike, one month after not retrieving the salar y.
  2. Protest march of the Greek people. They lost their savings.
  3. The Banks cannot lend Money.
  4. Increased unemployment after the medium and small size national companies massively collapse.
  5. Increases the leakage of the greatest Greek capitals (Europe won’t help stopping the situation).
  6. Increases the unemployment in the highly qualified classes. They have to migrate, because the great companies have left.
  7. Increase global unemployment reaching levels never seen before.
  8. No foreign investments, waiting for the immediate stock exchange collapse.
by Octavio Ignacio Ruiz Ruiz  email: oirmab@gmail.com

BANKIA -formerly known as Caja Madrid- CAJA,CAJA NOT EVEN BANK


BANKIA
–formerly  known as Caja Madrid –
(CAJA,CAJA NOT EVEN A BANK)
A fairy tale… or maybe not 
                                                                                                                                 Yesterday,  November the 9th, 2011.

I enjoyed a very busy afternoon, so intense, so surprising…And I owe everything to:
BANKIA (formerly known as Caja Madrid)!
Once upon a time…This entity decided to establish an exit barrier to deny the cancellation of my account in an easy way: they told me I had to cancel it personally at the very same office where I had previosuly opened it…Then I suddenly realized that I was very happy because I didn’t decide to open the account while I was In China!
It all begun when I decided to transfer my skinny capital to Deustch Bank –DB- (looking for a better service, professionalism, trust…). After the BANKIA (formerly known as Caja Madrid) statement and in order to achieve this, I spoke to DB, asking if it was also mandatory to go to the same business office where I opened the account; of course, the answer was NO. Laughing, the employee literally told me theta we where in a XXIst century company…
“The BANKIA (formerly known as Caja Madrid) ”




Part One: “THE OFFICE NEAR HOME”


I personally went to the business office near home and the employee behind the table squinted at me (I was wearing jeans and a casual shirt); she may have been able to think about something, although I wasn’t really sure about that… 
The fact is, when I try to explain that I want to cancel de account, she says she can’t help me; I realize I don’t like the way she speaks to me, because I’m not asking for any kind of help…I simply disagree with their business model and their exit barriers; then she tells me that she knows a lot about “business models” and that I have to take a look at her computer screen, where it clearly states she cannot cancel the account.  
Of course I have not interest neither in the statement nor in their “internal procedures”, and I begin to realize that the BANKIA (formerly known as Caja Madrid) employee is still looking at the way I’m dressed and she insists that the biggest help (help!) she can offer me is to send a message asking for the cancellation of the account (I imagine then that BANKIA -formerly known as Caja Madrid- has a dovecote and is sending a carrier pigeon with my application to cancel the account clamped in its beak…). I clearly remember why I wasn’t interested at all in these  particular style of  care...

A this point, I presume BANKIA (formerly  known as Caja Madrid)  is differentiating its customers into two separate  profiles:

1) Individuals with a low level of education and not properly informed with a current account capital permanently above 2.000 €.
2) Individuals who need a Spanish-based enriched cash machines network.
Obviously, I don’t belong to any of these two categories. I leave the office with a strong headache; I’m very, very impressed, but I still know this kind of “cajas” is always committed to offer a bonos…

Part two: “THE OFFICE WHERE IT ALL BEGAN”


Finally, I decide to go to the office where I opened the account; of course it was far away from home, very close to my parents house where I was born and raised.Again, one guy squinted at me; again, he sees my jeans and casual shirt and they didn’t strike him at all.
 I clearly state that I want to cancel my account; this BANKIA (formerly known as Caja Madrid) “worker” (sic) asks me to hand over the credit card, the account (how much dandruff…) and my identity card, so a deliver everything…He says OK , he’ll cancel the account, but he needs to know if I want to cancel also the debit card linked to it.
I say it’s OK,  but I ask him if  he could be so kind to cut it in pieces and give me the one with the microchip, just for the sake of safety (this is a wicked, wicked world we live in…). He, so excited, hands me out the piece I requested. Afterwards, following the high performance of the service and the higher quality rules of BANKIA (formerly known as Caja Madrid) he tells me to finish the cancellation at the front desk.
When I look back I can see a huge line of people waiting for to be “helped” (sic), and I realize it’s going to be a tough day…I clearly see that BANKIA (formerly known as Caja Madrid) wants me to spend the whole afternoon together, although I can’t understand why, are they interested in a new relationship? The truth is, I don’t think this is a really professional behavior.
I understand the employees, they’re only acting by the book, the one written by the executives. It is the executives’ position that I judge isn’t smart, although it’s just my point of view and I could be wrong…BUT I WAS NEVER ASKED ABOUT THE REASION WHY I WANTED TO LEAVE THIS ENTITY, at any point of this tale; I’m not surprised, I’m getting to know the type of services rendered by BANKIA (formerly known as Caja Madrid), but from now on, they’ve convinced me, I have to cancel it, no matter how, even if I have to spend the night inside this wonderful ENTITY now known as BANKIA (formerly known as Caja Madrid).
While I’m waiting to get to the front desk, I see the pictures of people who lost their houses due to the economical crisis, and I feel deeply sad seeing other people’s assets offered to the best bidder. Suddenly I think about the  BANKIA (formerly known as Caja Madrid) advertisements related to its social committment, and then I can’t understand a single word of it. Definitely that’s another good reason to  leave.

Do you remember about the bonus I already mentioned? One entity of this kind takes really good care about you enjoying this afternoon, and keeps the best surprise for the end. The guy who represents BANKIA (formerly known as Caja Madrid) at the front desk tells me that cancelling the account has a cost…
…At this point, I don’t care, I know it’s very cheap.


by Octavio Ignacio Ruiz Ruiz email: oirmab@gmail.com