{"id":17530,"date":"2013-08-07T13:39:19","date_gmt":"2013-08-07T13:39:19","guid":{"rendered":"http:\/\/novosite.stratec.com.br\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/"},"modified":"2026-02-24T15:08:14","modified_gmt":"2026-02-24T18:08:14","slug":"el-papel-del-marketing-en-fusiones-y-adquisiciones","status":"publish","type":"post","link":"https:\/\/actiosoftware.com\/es\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/","title":{"rendered":"El papel del marketing en fusiones y adquisiciones"},"content":{"rendered":"<p>La importancia de definir estrategias de marketing en los procesos de fusi\u00f3n e incorporaci\u00f3n de empresas es uno de los temas de la agenda durante la HSM ExpoManagement 2011. El tema ser\u00e1 abordado por el coordinador del centro de posgrado ESPM, Antonio Jes\u00fas Cosenza, seg\u00fan informaci\u00f3n. presente en un informe en el portal HSM.<\/p>\n<p>El foco de la conferencia, tal y como se recoge en el art\u00edculo, ser\u00e1 la comprensi\u00f3n de c\u00f3mo una buena pol\u00edtica de marketing corporativo puede minimizar el choque entre culturas corporativas en los procesos de constituci\u00f3n. Para ilustrar el tema, Consenza explicar\u00e1 dos casos. Uno en el que el marketing colabor\u00f3 \u200b\u200bcon la integraci\u00f3n y otro en el que las medidas no tuvieron \u00e9xito.<\/p>\n<p>En entrevista con el portal HSM, Antonio Jes\u00fas Consenza menciona que cuanto mejor y m\u00e1s desarrollada sea la cultura de una empresa, mejor ser\u00e1 el proceso de fusi\u00f3n. El profesor, sin embargo, tambi\u00e9n destaca que el proceso se vuelve m\u00e1s complejo si las culturas organizativas de las empresas en proceso de fusi\u00f3n son muy diferentes.<\/p>\n<p>Otro consejo importante que aporta el coordinador de ESPM en el informe del portal HSM es la humildad por parte de la empresa compradora. \u201cEs necesario que el promotor observe lo que debe mantener y absorber del nuevo negocio\u201d, advierte Cosenza seg\u00fan HSM. HSM ExpoManagement se lleva a cabo entre el 7 y el 9 de noviembre en S\u00e3o Paulo.<\/p>\n<p>Con informaci\u00f3n del Portal HSM<\/p>","protected":false},"excerpt":{"rendered":"<p>Comprender la importancia de definir estrategias de marketing en los procesos de fusi\u00f3n e incorporaci\u00f3n de empresas. <\/p>","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[580],"tags":[],"Idioma-posts":[1169,1168,1167],"class_list":["post-17530","post","type-post","status-publish","format-standard","hentry","category-outros","idioma-posts-espanhol","idioma-posts-ingles","idioma-posts-portugues"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.9) - 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