Resignificación organizacional del área de recursos humanos y de mercadotecnia

• Claudia Eugenia Toca Torres https://orcid.org/0000-0001-6630-5403

DOI: https://doi.org/10.31876/rcs.v31i2.43754

Palabras clave: Recursos humanos, capital humano, mercadotecnia, atributos del producto, capital reputacional

Resumen

Esta revisión se centra en las posibilidades de resignificación de los empleados y los productos desde la óptica de los clientes para empezarlos a concebir como verdaderos capitales. Se persigue como objetivo la identificación de los componentes fundamentales del capital reflexivo y capital atributivo, por considerar que impactan de manera positiva el bien común; y a partir de allí registrar aquellas experiencias globales que contribuyen al bien común vecinal, comunitario, societal y medioambiental. Lo anterior da lugar a dos apartados: Fundamentación teórica y argumentación empírica, ambos apoyados en el software para el análisis cualitativo ATLAS.ti, permitiendo el acercamiento geográfico e industrial a 46 experiencias de comunidades pequeñas, vulnerables y rurales, ubicadas en 28 países que contribuyen al bien público social o natural. Al final se concluye que es necesario un cambio en la gestión humana y dirección de mercadotecnia, de modo que sus directivas reorienten sus funciones y procedimientos, debiendo atender especialmente los procesos de acumulación de cada capital. Para el reflexivo, la acumulación opera a partir de significados, razonamientos y discursos de los miembros de la organización; para el atributivo, se da desde los atributos naturales o altruistas de la empresa y de experiencias del consumidor con los productos.

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