MANUAL DE CREACIÓN DE EMPRESAS DE LA OPORTUNIDAD A LA PUESTA EN MARCHA
Manual creacion empresas indb 3
30/09/14 16:30
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EDITORES ZULIMA F FERNÁNDEZ
Catedrático de Organización de Empresas Directora del Instituto de Iniciativas Empresariales Empresariales y Empresa Empresa Familiar “Conde de Campomanes”, Universidad Carlos III de Madrid
M ARÍA J JESÚS NIETO
Profesora Titular de Organización de Empresas Directora del Máster Universitario en Iniciativa Iniciativa Emprendedora y Creación de Empresas, Universidad Carlos III de Madrid NTONIO R EVILLA EVILLA A NTONIO
Profesor Visitante de Organización de Empresas Secretario del Instituto de Iniciativas Empresariales y Empresa Familiar “Conde de Campomanes”, Universidad Carlos III de Madrid LICIA R ODRÍGUEZ M ÁRQUEZ A LICIA R ODRÍGUEZ
Abogada y Profesora Visitante de Organización de Empresas Subdirectora del Máster Universitario en Iniciativa Emprendedora y Creación de Empresas, Universidad Carlos III de Madrid
MANUAL DE CREACIÓN DE EMPRESAS DE LA OPORTUNIDAD A LA PUESTA PUESTA EN MARCHA
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Primera edición, 2014
El editor no se hace responsable de las opiniones recogidas, comentarios y manifestaciones vertidas por los autores. La presente obra recoge exclusivamente la opinión de su autor como manifestación de su derecho de libertad de expresión. Cualquier forma de reproducción, distribución, comunicación pública o transformación de esta obra solo puede ser realizada con la autorización de sus titulares, salvo excepción prevista por la ley. Diríjase a CEDRO (Centro Español de Derechos Reprográficos) si necesita fot ocopiar o escanear algún fragmento de esta obra (www.conlicencia.com; 91 702 19 70 / 93 272 04 45). Thomson Reuters y el logotipo de Thomson Reuters son marcas de Thomson Reuters Civitas es una marca de Thomson Reuters (Legal) Limited © 2014 [Thomson Reuters (Legal) Limited / Alicia Rodríguez Márquez, María Jesús Nieto, Zulima Fernández, Antonio Revilla Torrejón] Editorial Aranzadi, SA Camino de Galar, 15 31190 Cizur Menor (Navarra) ISBN: 978-84-470-4833-5 Depósito Legal: NA 1535/2014
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RELACIÓN DE AUTORES
CRISTINA ARAGÓN GÓMEZ Profesor Visitante Lector de Derecho del Trabajo Trabajo y de la Seguridad Social Universidad Carlos III de Madrid AGUSTÍN DE ASÍS ASÍS ROIG Profesor Titular de Derecho Administrativo Universidad Carlos III de Madrid JULIO CERVIÑO Profesor Titular de Marketing Universidad Carlos III de Madrid ÁLVARO ÁLVARO CUESTA CUESTA Fundador de Sonar Ventures Ventures y de Emprendercuesta.c Emprendercuesta.com om JORGE FELIU REY Profesor Ayudante Doctor de Derecho Mercantil Universidad Carlos III de Madrid ZULIMA FERNÁNDEZ Catedrático de Organización de Empresas Universidad Carlos III de Madrid CONCEPCIÓN GALDÓN SANZ-PASTOR SANZ-PASTOR Co-fundadora de Puentes Global y directora del «Área 31», Centro de Innovación y Emprendimiento de IE Business School MARTA GARCÍA MANDALONIZ Profesora Titular de Derecho Mercantil Universidad Carlos III de Madrid
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8
MANUAL DE CREACIÓN DE EMPRESAS
MARÍA JESÚS NIETO Profesora Titular de Organización de Empresas Universidad Carlos III de Madrid ENRIQUE ORTIZ CALLE Profesor Titular de Derecho Financiero y Tributario Universidad Carlos III de Madrid PETER QUINLAN CEO de Awen APS, S.L. y Vicepresidente de Guiripreneurs Guiripreneurs ANTONIO REVILLA TORREJÓN Profesor Visitante de Organización de Empresas Universidad Carlos III de Madrid TERESA RODRÍGUEZ DE LAS HERAS BALLEL Profesora Titular de Derecho Mercantil Universidad Carlos III de Madrid ALICIA RODRÍGUEZ RODRÍGUEZ MÁRQUEZ Abogada y Profesora Visitante de Organización de Empresas Universidad Carlos III de Madrid LLUÍS SANTAMARIA SÁNCHEZ Profesor Titular de Economía Financiera y Contabilidad Universidad Carlos III de Madrid LUIGI STIRPE Profesor Visitante de Organización de Empresas Universidad Carlos III de Madrid
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RECONOCIMIENTOS
Este manua manuall cubre cubre un amplio amplio rango rango de disciplina disciplinass y está pensa pensado do para para ayudar ayudar a los estudiantes de grado y postgrado, así como a cualquier otro lector que quiera em- prender prender una aventura aventura empr empresari esarial. al. Para ello hemos hemos podid podidoo contar contar con con la colaboraci colaboración ón de especialistas en muy diferentes materias, tanto del ámbito académico como profesio- nal. Los editores queremos agradecer su buena disposición a participar en el proyecto, así como reconocer las excelentes contribuciones de cada uno de ellos, sin las que el libro no hubiera podido realizarse:
Cristina Aragón Gómez Agustín Agustín de de Asís Asís Roig Roig Julio Cerviño Cerviño Álvaro Álvaro Cuesta Cuesta Jorge Jorge Feliu Feliu Rey Rey Concepción Galdón Sanz-Pastor Marta García Mandaloniz María Luisa González Cuéllar Enrique Ortiz Calle Peter Quinlan Teresa Rodríguez de las Heras Ballel
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AGRADEC AGRADECIMI IMIENTO ENTOSS
D
esde el equipo editorial queremos dar las gracias a nuestros estudiantes tanto del Máster en Iniciativa Emprendedora y Creación de Empresas de la Universidad Carlos III de Madrid como de grado, sus inquietudes y cuestiones nos animaron a aventurarnos en la realización de este manual. Ellos nos han dado el aliciente fundamental para que esta obra vea la luz. Asimismo, Asimismo, agradece agradecemos mos a los los empres empresario arioss y emprende emprendedore doress que han compartido con nosotros sus experiencias experiencias y han serviser vido de inspiración para los temas, casos y aplicaciones abordadas a lo largo del manual. Una mención especial merecen Izanami Martínez, fundadora de la empresa Nonabox, por su colaboración directa; así como Ángel Luis García Balcones, fundador de Body Factory, Clemente Cebrián, fundador de El Ganso, y Marcos Alvés, fundador de Eltenedor.es, por compartir con nosotros sus experiencias emprendedoras. emprendedoras. Por último, queremos agradecer y dedicar este libro a nuestras familias, por su paciencia y soporte en todo momento. En particular, queremos recordar a la familia Rodríguez Márquez que ha sido ejemplo e inspiración de muchas de las cuestiones
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SUMARIO Página
PRESENTACIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
CAPÍTULO 1 INICIATIVA EMPRENDEDORA Zulima F Zulima F ERNÁNDEZ / / María Jesús N IETO / Antonio R EVILLA / / Alicia R ODRÍGUEZ M ÁRQUEZ IETO / ODRÍGUEZ M ÁRQUEZ PRENDIZAJE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . OBJETIVOS DE A PRENDIZAJE 1.1. INTRODUCCIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ES Y QUÉ QUÉ HACE . . . . . . . . . . . . . . . . . . . . . . . . 1.2. EL EMPRESARIO: QUIÉN ES Y 1.3. EL PROCESO EMPRENDEDOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
29 29 30 33
1.3.1. Factores objetivos: el papel del del entorno en la iniciativa empren- dedora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 1.3.2. Factores subjetivos: atributos individuales del emprendedor . . . 41 A MENTALIDAD DEL EMPRENDEDOR : ¿PIENSAN Y PIENSAN Y ACTÚAN ACTÚAN DE FORMA DI FORMA DI1.4. L A MENTALIDAD FERENTE? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . VISIÓN GENERAL DE LA INICIATIVA LA INICIATIVA EMPRENDEDORA EMPRENDEDORA : DE LA OPORTU LA OPORTU1.5. UNA VISIÓN NIDAD AL NIDAD AL PROYECTO EMPRESARIAL . . . . . . . . . . . . . . . . . . . . . . . . . . . .
46
ESUMEN R ESUMEN
48
43
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14
MANUAL DE CREACIÓN DE EMPRESAS
Página
2.1. INTRODUCCIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
51
ELACIÓN ENTRE OPORTUNIDAD E IDEA DE IDEA DE NEGOCIO . . . . . . . . . . . . . . 2.2. R ELACIÓN
52
2.3. IDENTIFICACIÓN DE OPORTUNIDADES DE NEGOCIO . . . . . . . . . . . . . . . .
56
2.3.1. Características de las oportunidades de negocio . . . . . . . . . . . . 2.3.2. Fuentes de oportunidades de negocio . . . . . . . . . . . . . . . . . . . . 2.3.3. Acciones que ayudan a descubrir oportunidades de negocio . . .
57 58 64
VALUACIÓN DE LAS OPORTUNIDADES DE NEGOCIO . . . . . . . . . . . . . . . 2.4. E VALUACIÓN
65
2.5. GENERACIÓN DE IDEAS DE NEGOCIO INNOVADORAS . . . . . . . . . . . . . . .
68
2.5.1. Creatividad e innovación . . . . . . . . . . . . . . . . . . . . . . . . . . . .
69
NÁLISIS DE VIABILIDAD DE VIABILIDAD INICIAL DE LA IDEA LA IDEA DE DE NEGOCIO NEGOCIO . . . . . . . . . . . 2.6. A NÁLISIS
72
2.6.1. Etapa del proceso proceso emprendedor emprendedor en el que realizar el análisis análisis de viabilidad inicial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.6.2. Cuestiones a valorar en el análisis análisis de viabilidad inicial de de la idea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
72 74
R ESUMEN ESUMEN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
77
P
78
CAPÍTULO
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SUMARIO
15 Página
CAPÍTULO 3 PROPUESTAS DE VALOR Antonio R EVILLA T T ORREJÓN ORREJÓN DE APRENDIZAJE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 OBJETIVOS DE APRENDIZAJE 3.1. INTRODUCCIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 DE VALOR : DEFINICIÓN Y DEFINICIÓN Y CARACTERÍS CARACTERÍSTICAS TICAS . . . . . . . . . . . . 10 103 3.2. PROPUESTA DE VALOR
3.2.1. El cliente cliente como destinatario principal de la propuesta de valor 106 3.2.2. La propuesta propuesta de de valor según el tipo de de cliente: empresa o consu- midor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 1 08 3.2.3. Más allá del cliente: añadiendo valor a lo largo de la cadena sec- torial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 ROPUESTA DE V VALO ALOR R , COSTE DE LOS LOS INPUTS Y INPUTS Y CREACIÓN CREACIÓN NETA DE NETA DE V VALO ALOR R . . 3.3. PROPUESTA DE
113
3.3.1. La importancia del coste de oportunidad de los recursos . . . . . . 117 LA CREACIÓN DE VALOR DE VALOR : ALGUNOS INDI3.4. UN ENFOQUE CUANTITATIVO DE LA CREACIÓN CADORES CLAVE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 ESUMEN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123 R ESUMEN
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16
MANUAL DE CREACIÓN DE EMPRESAS
Página
4.3.2. El proceso de definición del canvas . . . . . . . . . . . . . . . . . . . . . 13 135 4.3.3. El canvas en la práctica: la técnica . . . . . . . . . . . . . . . . . . . . . 140 R ESUMEN ESUMEN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 PREGUNTAS SOBRE EL CAPÍTULO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 141 CTIVIDADES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 A CTIVIDADES 1 42 EFERENCIAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142 R EFERENCIAS
LECTURAS RECOMENDADAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 1 42
CAPÍTULO 5 PLAN DE NEGOCIO Alicia R ODRÍGUEZ M ÁRQUEZ ODRÍGUEZ M ÁRQUEZ DE APRENDIZAJE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143 OBJETIVOS DE APRENDIZAJE
5.1. INTRODUCCIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143 Y PARA QUÉ SIRVE . . . . . . . . . 145 5.2. PLAN DE NEGOCIO: QUÉ ES, QUÉ IMPLICA Y PARA
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SUMARIO
17 Página
CAPÍTULO 6 ANÁLISIS ESTRAT ESTRATÉGICO ÉGICO Zulima F Zulima F ERNÁNDEZ / / María Jesús N IETO IETO DE APRENDIZAJE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171 OBJETIVOS DE APRENDIZAJE 6.1. INTRODUCCIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171 NÁLISIS ESTRATÉGICO EXTERNO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172 6.2. A NÁLISIS
6.2.1. 6.2.2. 6.2.3. 6.2.4.
Análisis PEST: factores del entorno genérico . . . . . . . . . . . . . . El sistema de valor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Análisis del sector industrial . . . . . . . . . . . . . . . . . . . . . . . . . . Fuentes de información para la inteligencia competitiva . . . . .
17 1 72 174 175 18 1 85
NÁLISIS ESTRATÉGICO INTERNO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187 6.3. A NÁLISIS
6.3.1. Los recursos y capacidades: concepto y tipos . . . . . . . . . . . . . . . 187 6.3.2. Evaluación del potencial potencial estratégico de de los recursos y capacida- des . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190 A CADENA DE DE VALO VALOR R . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 193 6.4. L A CADENA NÁLISIS DAFO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194 6.5. A NÁLISIS
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MANUAL DE CREACIÓN DE EMPRESAS
Página
7.2.4. Respuesta al cliente . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 209 ENTAJA COMPETITIVA Y Y ESTRATEGIA ESTRATEGIA COMPETITIVA COMPETITIVA . . . . . . . . . . . . . . . . 211 7.3. V ENTAJA COMPETITIVA Y ETAPAS DEL SECTOR . . . . . . . . . . . . . . . . 21 218 7.4. ESTRATEGIAS COMPETITIVAS Y ETAPAS ESUMEN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . R ESUMEN PREGUNTAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . CTIVIDADES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A CTIVIDADES LECTURAS RECOMENDADAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EFERENCIAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . R EFERENCIAS
222 22 2 23 22 2 23 224 224
CAPÍTULO 8 PLAN DE MARKETING Julio C ERVIÑO DE APRENDIZAJE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 225 OBJETIVOS DE APRENDIZAJE 8.1. INTRODUCCIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 225 NÁLISIS DE LA SITUACIÓN LA SITUACIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 2 27 8.2. A NÁLISIS
8.2.1. Mercado de referencia, producto-mercado producto-mercado y mercado relevante . . 227
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SUMARIO
19 Página
ESUMEN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . R ESUMEN PREGUNTAS DEL CAPÍTULO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A CTIVIDADES CTIVIDADES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . LECTURAS RECOMENDADAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EFERENCIAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . R EFERENCIAS
263 264 264 26 265 26 2 66
CAPÍTULO 9 PLAN DE PRODUCCIÓN Y OPERACIONES Antonio R EVILLA T T ORREJÓN ORREJÓN
O
267
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MANUAL DE CREACIÓN DE EMPRESAS
Página
CAPÍTULO 10 PLAN DE ORGANIZACIÓN Y RECURSOS HUMANOS Luigi S TIRPE TIRPE DE APRENDIZAJE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . OBJETIVOS DE APRENDIZAJE 10.1. INTRODUCCIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . LA ORGANIZACIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10.2. EL DISEÑO DE LA ORGANIZACIÓN 10.3. GESTIÓN DE RECURSOS HUMANOS . . . . . . . . . . . . . . . . . . . . . . . . . . . .
319 319 321 324
10.3.1. Diseño del trabajo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325 10.3.2. Planificación de la fuerza fuerza de trabajo . . . . . . . . . . . . . . . . . . . . 328
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SUMARIO
21 Página
11.2.2. Empresario colectivo o social . . . . . . . . . . . . . . . . . . . . . . . . . . 358 11.2.3. Sociedades de capital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 364 11.2.4. Criterios para la elección de la forma jurídica . . . . . . . . . . . . . 37 3 72
3 75 11.3. TRÁMITES PARA EL INICIO DE LA ACTIVIDAD ACTIVIDAD . . . . . . . . . . . . . . . . . . . . . 37 3 75 11.3.1. Trámites de inicio de actividad: empresario empresario individual . . . . . . 37 11.3.2. Trámites de constitución e inicio de actividad: actividad: sociedades. sociedades. . . . . 377 11.3.3. Tramitación telemática. telemática. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 3 79 RÁMITES ADMINISTRATIVOS TIVOS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 380 11.4. TRÁMITES ADMINISTRA
11.4.1. Controles administrativos administrativos relacionados con la actividad actividad . . . . . 38 3 80 11.4.2. Controles administrativos relacionados con los locales donde se
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MANUAL DE CREACIÓN DE EMPRESAS
Página ESUMEN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . R ESUMEN PREGUNTAS SOBRE EL CAPÍTULO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . CTIVIDADES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A CTIVIDADES LECTURAS RECOMENDADAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EFERENCIAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . R EFERENCIAS
CAPÍTULO 12 PLAN ECONÓMICO Y FINANCIERO Lluís S ANTAMARÍA S ÁNCHEZ ANTAMARÍA S ÁNCHEZ
466 47 470 47 4 70 47 4 72 472
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SUMARIO
23 Página
CAPÍTULO 13 FUENTES E INSTRUMENTOS DE FINANCIACIÓN ARCÍA M ANDALONIZ / ODRÍGUEZ DE LAS DE LAS H ALLEL Jorge F Jorge F ELIU R R EY / / Marta G ARCÍA M ANDALONIZ / Teresa R ODRÍGUEZ H ERAS B B ALLEL
DE APRENDIZAJE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 505 OBJETIVOS DE APRENDIZAJE 13.1. INTRODUCCIÓN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 506 STRUCTURA FINANCIERA DE DE LA EMPRESA LA EMPRESA . . . . . . . . . . . . . . . . . . . . . . 50 506 13.2. ESTRUCTURA FINANCIERA
13.2.1. Financiación propia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 507 510 13.2.2. Financiación ajena . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
5 13 13.3. INSTRUMENTOS PÚBLICOS DE FINANCIACIÓN: AYUDAS PÚBLICAS . . . . . . 51
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MANUAL DE CREACIÓN DE EMPRESAS
Página
CAPÍTULO 14 INSTRUMENTOS JURÍDICOS PARA LA PROTECCIÓN DEL NEGOCIO
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SUMARIO
25 Página
CAPÍTULO 15 ESTRATEGIAS DE CRECIMIENTO PARA NUEVAS EMPRESAS Zulima F Zulima F ERNÁNDEZ / / María Jesús N IETO IETO
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MANUAL DE CREACIÓN DE EMPRESAS
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16.5.2. Motores de crecimiento en internet . . . . . . . . . . . . . . . . . . . . . . 632 16.6. INDICADORES CLAVE PARA MODELOS DE NEGOCIO EN INTERNET . . . . . . 637 16.7. CONCLUSIONES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 645
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PRESENTACIÓN
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28
MANUAL DE CREACIÓN DE EMPRESAS
posible que el uso, y abuso, que se hace de la palabra emprendedor, en lugar del empresario de toda la vida, probablemente no sea sino una secuela de la mala imagen que hasta hace bien poco han tenido los empresarios en nuestro país. Este cambio cultural en la sociedad debe ser muy bienvenido, bienvenido, pero no llevarlo hasta el extremo de pretender que el «emprendedor» sea algo distinto del empresario. Detrás de toda empresa, ha habido siempre un