A Arte de Cooperar nos Negócios

Por Adriano Arthur Dienstmann

A criação coletiva de riquezas através da cooperação empresarial, em seus diversos formatos, é um jeito inovador de competir, interessante e promissor, especialmente para as PME’s (Pequenas e Micro Empresas).

As leis da natureza nos ensinam que é possível e necessário equilibrar competição e cooperação. Um dos melhores exemplos onde estas duas forças, aparentemente antagônicas, vivem em perfeita harmonia é o corpo humano. Ele é hospedeiro de inúmeras espécies de seres vivos – bactérias, parasitas, protozoários – que são vitais para a saúde e a qualidade de vida.

Outro exemplo é a convivência harmônica e equilibrada entre as flores e as abelhas, onde uma é interdependente da outra para a sua sobrevivência. Então, por que é tão difícil cooperar no mundo dos negócios?

Talvez uma das respostas possa estar na própria natureza humana. Somos seres essencialmente sociais, vivemos num condomínio chamado planeta Terra, mas nos comportamos de forma individualista, egoísta e arrogante, como se fossemos únicos “donos” da verdade. Esquecemos que temos autonomia, porém não temos soberania. Normalmente quando estão envolvidos interesses econômicos, o individualismo e o imediatismo se sobrepõem aos interesses coletivos.

Outro ponto que não contribui para a co-criação de riqueza, especialmente no comércio varejista, é encarar o concorrente como um inimigo mortal que precisa ser destruído de qualquer forma. Em nome deste princípio, em algumas empresas, até pronunciar o nome do concorrente é proibido, “ele é inominável”.

Neste ambiente, é impossível imaginar que possa ter sucesso uma iniciativa que gere riqueza de forma coletiva como, por exemplo, uma campanha publicitária conjunta para melhorar o fluxo de potenciais compradores em determinada região da cidade.

Por exemplo, o comércio da Rua Jurubatuba, em São Bernardo do Campo (SP), é composto essencialmente por lojas de móveis e decoração. Numa iniciativa que merece nossa admiração, os empresários desenvolveram coletivamente uma campanha apoiada por mídia de TV, financiada pelos próprios comerciantes, que tinha como objetivo estimular os consumidores a conhecer as lojas da região.

Ao focar nos pontos de interesse comum – “aumentar o fluxo de potenciais compradores” -, estes empresários, mesmo sendo concorrentes, buscaram solucionar de forma coletiva um problema comum a todos: aumentar as vendas. Em suma, cremos que a cooperação empresarial é um jeito inovador de competir. Basta desapegar-se de certas “vacas sagradas” do individualismo e, portanto, desenvolver a capacidade de crescer coletivamente.

* Adriano Arthur Dienstmann é Consultor organizacional da ADConsultores (www.adconsultores.com.br ou www.dienstmann.com.br)



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