{"id":964,"date":"2023-04-16T15:30:13","date_gmt":"2023-04-16T15:30:13","guid":{"rendered":"https:\/\/xerpastudio.com\/?p=964"},"modified":"2023-04-19T09:50:06","modified_gmt":"2023-04-19T09:50:06","slug":"el-caso-negreira-y-la-reputacion-del-barca","status":"publish","type":"post","link":"https:\/\/xerpastudio.com\/cat\/el-caso-negreira-y-la-reputacion-del-barca\/","title":{"rendered":"El \u2018Cas Negreira\u2019 i la reputaci\u00f3 del Bar\u00e7a"},"content":{"rendered":"<p>El <strong>FC Barcelona<\/strong> \u00e9s un dels clubs esportius m\u00e9s reputats del m\u00f3n, per la seva hist\u00f2ria, per la seva traject\u00f2ria i pel seu valor de marca. Per\u00f2, qu\u00e8 entenem per reputaci\u00f3? \u00c9s la percepci\u00f3 que tenen els diferents p\u00fablics d\u2019una marca, i t\u00e9 un important valor econ\u00f2mic, ja que \u00e9s un actiu que genera avantatges competitius com a factor de confian\u00e7a, distinci\u00f3, atracci\u00f3 i fidelitzaci\u00f3. \nEl coneixement dels pagaments a <strong>Enr\u00edquez Negreira<\/strong> ha derivat en una crisi amb cost reputacional per al club degut a la seva transcend\u00e8ncia p\u00fablica, a la seva possible afectaci\u00f3 als valors de l\u2019entitat, i al seu grau d\u2019impacte sobre els diferents p\u00fablics que envolten el club.<\/p>\n\n\n\n<p>La transcend\u00e8ncia p\u00fablica del cas \u00e9s \u00f2bvia, despr\u00e9s de prop de dos mesos d\u2019intens tractament medi\u00e0tic. La possible afectaci\u00f3 d\u2019un element tan identitari com els valors del club, la seva aposta per l\u2019honestedat i pel joc net, tamb\u00e9 aporta magnitud a aquesta crisi, especialment en el cas del Bar\u00e7a, que t\u00e9 com un dels pilars de la seva identitat la projecci\u00f3 dels seus valors a trav\u00e9s de la competitivitat esportiva. Finalment, cal considerar l\u2019impacte en els seus p\u00fablics. Parlem de socis, aficionats, jugadors, t\u00e8cnics, directius o empleats, per\u00f2 tamb\u00e9 d\u2019altres, com ara els inversors, els patrocinadors, els \u00e0rbitres, els organitzadors de les competicions, els rivals o els mateixos mitjans de comunicaci\u00f3.<\/p>\n\n\n\n<p>Des de l\u2019esclat del cas, tots els p\u00fablics han mogut fitxa i tres posicionaments han estat determinants fins ara: el dels mitjans de comunicaci\u00f3, que han liderat el relat del cas, a partir del seu evident inter\u00e8s informatiu, per\u00f2 que l\u2019han portat, en molts casos, al terreny de les desqualificacions i les difamacions; el gran rival esportiu, el <strong>Real Madrid<\/strong>, que ha demanat personar-se a la causa judicial com a acusaci\u00f3 en qualitat de perjudicat, i els organitzadors de les competicions, especialment la <strong>UEFA<\/strong>, que va obrir una investigaci\u00f3 que podria suposar l\u2019exclusi\u00f3 temporal del Bar\u00e7a de les competicions europees.<\/p>\n\n\n\n<p>Mentrestant, els socis i els aficionats barcelonistes viuen el cas amb inquietud, incertesa i se senten alhora agredits i indefensos davant el judici medi\u00e0tic, especialment el que arriba des de Madrid. La crisi es trasllada aix\u00ed al terreny de les emocions, un dels pilars del futbol com a fenomen social, que determina la seva particular percepci\u00f3 de les crisis, molt diferent de la de qualsevol altra ind\u00fastria.<\/p>\n\n\n\n<p>En aquest complicat context s\u2019imposa una pregunta: per qu\u00e8 el Bar\u00e7a ha trigat prop de dos mesos a donar explicacions p\u00fabliques? Perqu\u00e8 la crisi no estava internament identificada i ha obligat el club a actuar de manera reactiva, i per qu\u00e8 ha prioritzat l\u2019an\u00e0lisi interna de l\u2019afer i la preparaci\u00f3 de la seva defensa legal per sobre de la seva defensa p\u00fablica. Per aix\u00f2 els advocats han exigit el control de les informacions expressades des del club, tamb\u00e9 dels seus timings, ja que no res pot anar en contra de l\u2019estrat\u00e8gia de defensa processal del cas. Per afegir-hi complexitat, l\u2019afer t\u00e9 un element in\u00e8dit en clau interna, l\u2019afectaci\u00f3 de quatre mandats presidencials, i necessita una coordinaci\u00f3 entre les diferents estrat\u00e8gies de defensa.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><\/p>\n<cite><strong>\u00abEl Bar\u00e7a, com a instituci\u00f3 que transcendeix l\u2019\u00e0mbit de l\u2019esport i que s\u2019exigeix l\u2019excel\u00b7l\u00e8ncia en les seves actuacions, nom\u00e9s hauria de fer el que pugui explicar\u00bb<\/strong><\/cite><\/blockquote>\n\n\n\n<p>El FC Barcelona, per diverses i complexes raons, conviu amb les crisis de manera quasi natural, fins al punt que les considera pr\u00e0cticament part de la seva realitat di\u00e0ria. I quan les crisis es converteixen en rutina, s\u2019infravaloren els seus costos en la mesura que se sobrevalora la capacitat de la marca a l\u2019hora de superar-les.<\/p>\n\n\n\n<p>El veritable cost reputacional d\u2019aquesta crisi no es podr\u00e0 determinar fins que el club no s\u2019hagi explicat i fins que la just\u00edcia resolgui el cas. Dit aix\u00f2, el club s\u2019enfronta actualment a tres grans reptes: la seva defensa legal i p\u00fablica, la restituci\u00f3 del seu cost reputacional i la necess\u00e0ria reflexi\u00f3 sobre aquests tipus de fets, els seus beneficis i els seus costos. El Bar\u00e7a, com a instituci\u00f3 que transcendeix l\u2019\u00e0mbit de l\u2019esport i que s\u2019exigeix l\u2019excel\u00b7l\u00e8ncia en les seves actuacions, nom\u00e9s hauria de fer el que pugui explicar.<\/p>\n\n\n\n<p>Article de Toni Ruiz <a href=\"https:\/\/www.lavanguardia.com\/deportes\/fc-barcelona\/20230415\/8896380\/caso-negreira-reputacion-barca.html\" target=\"_blank\" rel=\"noreferrer noopener\">publicat a La Vanguardia<\/a> el 15 d'abril de 2023.<\/p>","protected":false},"excerpt":{"rendered":"<p>Claus per entendre les repercussions d\u2019imatge p\u00fablica d\u2019aquesta crisi, els seus riscos econ\u00f2mics, el silenci intern i els reptes immediats del club<\/p>","protected":false},"author":654,"featured_media":975,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,12,1,26],"tags":[],"class_list":["post-964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crisis","category-reputacion","category-uncategorized","category-xerpa-studio"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El &#039;Caso Negreira&#039; 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