17 febrero 2021

La Era Digital, la Tecnoantropología y las Nuevas Culturas Organizacionales 4.0

Por Jorge Enrique Gómez.

Sumar Valor y Sinergia entre las prácticas y experiencias de la Visión Empresarial + Visión Antropológica, que nos permita de forma estratégica generar Propuestas de Valor.

Las empresas humanas siempre han enfrentado grandes desafíos y es precisamente de enfrentar los grandes desafíos que han surgido las oportunidades y las nuevas formas. Hoy nos encontramos en el mundo con gran cantidad de desafíos, los cuales serán superados con visión estratégica y prospectiva.

Las empresas tradicionales y las emergentes deberán adaptarse a los nuevos escenarios, medios y nichos globales de acciones colaborativas, como el tránsito necesario en el cual deben converger los ingenieros, diseñadores, programadores, ejecutivos, psicólogos y antropólogos para juntos lograr vincular la tecnología y cultura, con ello el surgimiento de: “La tecnoantropología, como la gran innovación operativa en la que convergen  la antropología, la sociología, la ingeniería, el diseño, la informática y los estudios de mercado; “Cuando estos tres ámbitos coinciden, es fácil identificar la emergencia de una cultura de grupo y otra del trabajo, un conocimiento aplicado y un saber hacer que prospera en la investigación de las intersecciones entre tecnología y cultura: el espacio de la tecnocultura, en el sentido más amplio del término” (Maximino Matus Ruiz / Jordi Colobrans Delgado / Artur Serra Hurtado, 2018).

La Era Digital es y será un gran desafío para las organizaciones y las empresas que pretenden transitar en la economía global digitalizada, de allí la necesidad de asumir un pensamiento innovador,  innovaciones técnicas y tecnológicas, apropiarse de los algoritmos, de las novedades jurídicas-administrativas, de la seguridad digital y de las nuevas formas organizativas y culturales del naciente mundo digital, por lo cual se hace necesario el trabajo conjunto de los habilitadores tecnológicos, business intelligence, ingenieros comerciales y analistas culturales.

Hemos comenzado a transitar en un nuevo paradigma socioeconómico y cultural global, cuyos antecedentes los encontramos en telecommuting de la década de los 70’, el teletrabajo (2001) Outsourcing y los freelancers en una fase superior y a raíz del Covid-19 y el confinamiento social, que ha traído consigo modalidades laborales de mayores proporciones como el home-office y el trabajo remoto, al cual se han sumado gran cantidad de funciones y especialidades. Todo lo cual ha comenzado a generar y propagar cambios organizacionales en las empresas, en las cuales además están surgiendo y surgirán de forma inevitable nuevos modelos de gestión.

Comprendemos que todo cambio técnico y tecnológico trae consigo cambios culturales, de allí la importancia de promover un desarrollo organizacional adaptado a los nuevos tiempos y las nuevas necesidades. En la Era Digital, los grandes cambios culturales se van a desarrollar en las personas y en las organizaciones, de allí la importancia de gestionar de forma adecuada a los colaboradores de nuestras empresas humanas y digitales.

El caso tal vez más emblemático es el de Google, quienes han desarrollado un interesante modelo de Gestión de su Capital Humano. En tal sentido, hemos considerado interesante el planteamiento de la asesora y planificadora empresarial Pargas Gabaldón(2020) Alinear y equilibrar la Cultura Empresarial ser “capaz de encontrar los puntos de equilibrio entre la innovación tecnológica, la productividad y el bienestar integral de las personas que forman parte de la organización, lo que en síntesis sería: Valores de la cultura organizacional + los mindset personales”.

Las empresas son instituciones humanas que responden a cuestiones del trayecto antropológico y a cuestiones particulares de las dinámicas sociales en las cuales intervienen las personas; quienes existen y significan en la medida que están inmersos en la cultura de su tiempo y su lugar. En tal sentido, se deben construir nuevos paradigmas y enfoques que nos orienten en la emergente dinámica laboral y cultural, como la tarea ineludible que tienen por delante las empresas y los empresarios en la Era Digital.

Recientemente ha sido publicada una encuesta de Harvard Business Review: Replanteamiento de la transformación digital, nuevos datos examinan el cambio imperativo en la cultura y los procesos (2020) en la que expresa y refiere el director global Mike Walker: “La relación entre las personas y la tecnología se está fortaleciendo drásticamente y está acelerando cambios de conducta de una forma nunca vista hasta ahora. Para sacarle provecho con éxito a esta oportunidad dentro de nuestro negocio, debemos reconocer que las organizaciones modernas se están convirtiendo en sistemas sociotécnicos complejos”, a los cuales habrá que atender desde el diseño y la planificación para construir los nuevos modelos culturales empresariales.

El capital humano y el capital cultural de las personas será una de las claves operativas para el desarrollo de las organizaciones inteligentes de la Era Digital, para lo cual las emergentes empresas necesitarán recurrir y aplicar: la inteligencia colectiva, las metodologías ágiles y los trabajos colaborativos, cuya visión operativa esté puesta sobre el conjunto cultural de las organizaciones empresariales, no como rasgos separados, sino como constituyentes de una totalidad integrada por configuraciones y sistemas orgánicos en los cuales todo está en correlación y es aquí donde entra en juego el rol del antropólogo y el especialista de antropologías de las empresas, quien ha sido formado para la investigación de las dinámicas culturales y contribuir con aquello que les preocupa a los empresarios como: aumento de productividad, generación de propuestas de valor,  cultura organizacional e innovaciones de productos y servicios, pero también de las operativas.

Los antropólogos hemos sido formados para tener una gran agudeza, algunos llegamos a desarrollar una maestría de “quintaesenciar” los fenómenos socioculturales, como lo enunció Tom Kelley en su obra: Las 10 Caras de la Innovación: “Los antropólogos vivencian epifanías mediante un sentimiento de Vuja De (la habilidad de ver lo que previamente pasó desapercibido, lo contrario a Deja Vu)”, todas estas habilidades están siendo puestas al servicio de las sociedades complejas, a través del estudio de grupos pequeños, pero, ya no necesariamente sobre grupos étnicos y asistiendo a los lugares de estudio, sino incursionando en los entornos digitales de las redes sociales y aplicando la evolución del método etnográfico: la Netnografía (Etnografía de Mercado, Etnografía Empresarial, Etnografía Digital), de allí que se ha realizado un salto cuántico en las formas de intervención y el trabajo profesional en los estudios culturales de las empresas, como lo ha referido Séverin Graveleaun en un artículo publicado en  Le’ Monde(2017) L’entreprise, nouvel horizon des anthropologues?, en el cual él manifiesta: “En los últimos diez años, la experiencia de estos profesionales ha ido encontrando gradualmente su lugar en muchos sectores”, todo con el fin de lograr la compresión de los procesos, representaciones e interacciones humanas de la Era Digital, como lo son: las redes sociales, el internet de las cosas, el cómputo móvil, la nube, el big data/thick data y Cloud Computing.

Los antropólogos asistimos y acudimos al estudio de lo humano en cualquier contexto y situación, para lo cual se nos asigna o se nos contrata, con la intención de desempeñar una investigación aplicada (operacional) y sincrónica que nos permita atrapar los elementos estructurales-funcionalistas, en este caso, en relación al ecosistema empresarial, como: Observar la misión de la empresa, identificación de los objetivos, establecer los criterios de realización de los propósitos, para luego conjuntamente tomar decisiones y establecer los nuevos programas.

Otro aspecto para considerar es la integración de los antropólogos a equipos multi y transdiciplinarios, todo lo cual nos permite la sistematización de las narraciones, perspectivas y operaciones de todos los integrantes, organizada, procesada y traducida, siendo esta tal la mayor de las habilidades (skill antropológico), la cual en estos tiempos está cobrando gran relevancia, ya que un antropólogo empresarial puede lograr asir una serie de indicios e insights, que por lo general los demás no llegan a percibir.

De esta forma la Antropología Aplicada en y para las empresas se establece como una acción planificada capaz de generar propuestas de valor, generar innovaciones y activos estratégicos.

Jorge Enrique Gómez

Referencias:

COLOBRANS Delgado Jordi / Matus Ruiz Maximino / Serra Hurtado Artur, coords. (2018). Cultura, Diseño y Tecnología, Ensayo de Tecnoantropología. El Colegio de la Frontera Norte, Tijuana.

GRAVELEAUN Séverin, (2017) L’entreprise, nouvel horizon des anthropologues? Le’ Monde.

KELLEY Tom Las 10 Caras de la Innovación, estrategias para una creatividad excelente. www.ideo.com

PARGAS Gabaldon(2020). Líderes Prospectivos 4.0, hacia la búsqueda de los activos estratégicos. https://florindapargas.com/ WALKER Mike, (2020). Replanteamiento de la Transformación Digital, nuevos datos examinan el cambio imperativo en la cultura y los procesos. Harvard Business Review

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