{"id":5801,"date":"2015-11-03T12:55:10","date_gmt":"2015-11-03T12:55:10","guid":{"rendered":"http:\/\/comfluencia.com\/?p=5801"},"modified":"2020-10-23T12:07:02","modified_gmt":"2020-10-23T10:07:02","slug":"isoaparenca-virtut-o-defecte","status":"publish","type":"post","link":"https:\/\/op-team.com\/blog\/isoaparenca-virtut-o-defecte\/","title":{"rendered":"Isoaparen\u00e7a, virtut o defecte?"},"content":{"rendered":"<p>La isoaparen\u00e7a \u00e9s una t\u00e0ctica creativa\u00a0que consisteix a dissenyar objectes que s&#8217;assemblin a altres que ja estan posicionats en el mercat. Quan fa 30 anys va esclatar el boom de les aig\u00fces minerals, els envasos de totes les marques eren pr\u00e0cticament id\u00e8ntiques als de l&#8217;empresa l\u00edder (<em>&#8220;no pesen els anys, pesen els quilos&#8221;<\/em>). Aix\u00f2 mateix va passar amb la categoria dels iogurts. I, m\u00e9s recentment, ho veiem fins i tot en els models de cotxes SUV, en els tel\u00e8fons m\u00f2bils o en la roba per a practicar qualsevol esport. Mentre el mercat de la categoria en q\u00fcesti\u00f3 creix, tots imiten el l\u00edder. Quan esdev\u00e9 madur, aleshores apareixen difer\u00e8ncies per a b\u00e9 cercar nous submercats, b\u00e9 liderar un n\u00ednxol determinat.<\/p>\n<p>El problema \u00e9s que aquesta t\u00e0ctica pot arribar a ser perjudicial per a la salut del consumidor. Literalment, com ha passat en el cas de <a href=\"http:\/\/www.elmundo.es\/sociedad\/2015\/10\/26\/562d114846163f6b1e8b45d0.html\" target=\"_blank\" rel=\"noopener noreferrer\">medecines i f\u00e0rmacs<\/a>. Aqu\u00ed \u00e9s on sorgeix\u00a0el vell conflicte de l&#8217;\u00e8tica empresarial: on se situa la l\u00ednia que delimita el leg\u00edtim desig de benefici econ\u00f2mic amb l&#8217;imprescindible deure\u00a0de protecci\u00f3 del client?<\/p>\n<p>El dilema \u00e9s complex, perqu\u00e8 malgrat tot, la isoaparen\u00e7a tamb\u00e9 t\u00e9 avantatges per als usuaris: fa f\u00e0cilment recognoscible per a qu\u00e8 serveix un producte, homogene\u00eftza infraestructures log\u00edstiques (de transport i d&#8217;emmagatzemament) i n&#8217;abarateix el cost (de producci\u00f3 i, per tant, de compra). \u00a0Si <strong>Hamlet<\/strong> hagu\u00e9s estat professor de m\u00e0rqueting, la seva pregunta hauria estat <em>&#8220;to copy, or not to copy, that is the question&#8221;<\/em>.<\/p>\n<figure id=\"attachment_5805\" aria-describedby=\"caption-attachment-5805\" style=\"width: 466px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-5805\" src=\"https:\/\/web2020.opteam.antaviana.net\/blog\/wp-content\/uploads\/2015\/11\/ampolles-aigua1-e1602146586729-300x210.jpg\" alt=\"\" width=\"466\" height=\"326\" srcset=\"https:\/\/op-team.com\/blog\/wp-content\/uploads\/2015\/11\/ampolles-aigua1-e1602146586729-300x210.jpg 300w, https:\/\/op-team.com\/blog\/wp-content\/uploads\/2015\/11\/ampolles-aigua1-e1602146586729-1024x718.jpg 1024w, https:\/\/op-team.com\/blog\/wp-content\/uploads\/2015\/11\/ampolles-aigua1-e1602146586729-768x539.jpg 768w, https:\/\/op-team.com\/blog\/wp-content\/uploads\/2015\/11\/ampolles-aigua1-e1602146586729-1536x1077.jpg 1536w, https:\/\/op-team.com\/blog\/wp-content\/uploads\/2015\/11\/ampolles-aigua1-e1602146586729.jpg 1607w\" sizes=\"(max-width: 466px) 100vw, 466px\" \/><figcaption id=\"caption-attachment-5805\" class=\"wp-caption-text\">Polycarbonate plastic bottle of mineral water isolated on white background<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La isoaparen\u00e7a \u00e9s una t\u00e0ctica creativa\u00a0que consisteix a dissenyar objectes que s&#8217;assemblin a altres que ja estan posicionats en el mercat. Quan fa 30 anys va esclatar el boom de les aig\u00fces minerals, els envasos de totes les marques eren pr\u00e0cticament id\u00e8ntiques als de l&#8217;empresa l\u00edder (&#8220;no pesen els anys, pesen els quilos&#8221;). Aix\u00f2 mateix &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/op-team.com\/blog\/isoaparenca-virtut-o-defecte\/\" class=\"more-link\">Continua llegint <span class=\"screen-reader-text\">\u00abIsoaparen\u00e7a, virtut o defecte?\u00bb<\/span><\/a><\/p>\n","protected":false},"author":8,"featured_media":5805,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[12],"tags":[39,76,143,184],"_links":{"self":[{"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/posts\/5801"}],"collection":[{"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/comments?post=5801"}],"version-history":[{"count":4,"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/posts\/5801\/revisions"}],"predecessor-version":[{"id":7814,"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/posts\/5801\/revisions\/7814"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/media\/5805"}],"wp:attachment":[{"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/media?parent=5801"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/categories?post=5801"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/op-team.com\/blog\/wp-json\/wp\/v2\/tags?post=5801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}