{"id":67123,"date":"2026-03-26T10:06:19","date_gmt":"2026-03-26T09:06:19","guid":{"rendered":"https:\/\/www.euncet.com\/blog\/?p=67123"},"modified":"2026-03-26T10:53:46","modified_gmt":"2026-03-26T09:53:46","slug":"entrevista-a-noelia-hurtado-claus-per-afrontar-el-relleu-generacional-a-lempresa-familiar","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/entrevista-a-noelia-hurtado-claus-per-afrontar-el-relleu-generacional-a-lempresa-familiar\/","title":{"rendered":"Entrevista a No\u00e8lia Hurtado: claus per afrontar el relleu generacional a l\u2019empresa familiar"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"67123\" class=\"elementor elementor-67123 elementor-67112\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5a5b287 e-flex e-con-boxed e-con e-parent\" data-id=\"5a5b287\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7468bd2 elementor-widget elementor-widget-text-editor\" data-id=\"7468bd2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"5497\" data-end=\"5961\">Les empreses familiars s\u00f3n una pe\u00e7a clau del teixit empresarial, per\u00f2 moltes no aconsegueixen superar un dels moments m\u00e9s cr\u00edtics del seu cicle vital: el relleu generacional. Amb m\u00e9s de 20 anys d\u2019experi\u00e8ncia acompanyant organitzacions en processos de creixement i transformaci\u00f3, l\u2019economista, consultora i professora d\u2019Euncet Business School No\u00e8lia Hurtado ha publicat el seu primer llibre, <em data-start=\"5888\" data-end=\"5960\">El Relevo. Visi\u00f3n sist\u00e9mica para el crecimiento de la empresa familiar<\/em>.<\/p><p data-start=\"5963\" data-end=\"6192\">En aquesta entrevista ens explica qu\u00e8 la va portar a escriure\u2019l, quins s\u00f3n els principals reptes que afronten les empreses familiars i quines claus poden ajudar a convertir el relleu generacional en una oportunitat de creixement.<\/p><p data-start=\"6194\" data-end=\"6239\"><strong data-start=\"6194\" data-end=\"6239\">Qu\u00e8 et va motivar a escriure \u201cEl Relevo\u201d?<\/strong><\/p><p data-start=\"6241\" data-end=\"6617\">Despr\u00e9s de m\u00e9s de 20 anys acompanyant organitzacions, em vaig adonar que moltes empreses familiars amb un potencial enorme morien pel cam\u00ed no per falta de mercat, sin\u00f3 per falta d\u2019ordre emocional i sist\u00e8mic. Volia posar paraules a all\u00f2 que no es veu en els balan\u00e7os: les lleialtats invisibles, els rols barrejats i la dificultat de deixar anar el passat per permetre el futur.<\/p><p data-start=\"6619\" data-end=\"6758\">El llibre neix de la necessitat de donar una guia pr\u00e0ctica i humana per transformar el relleu d\u2019una crisi en una oportunitat de creixement.<\/p><p data-start=\"6760\" data-end=\"6891\"><strong data-start=\"6760\" data-end=\"6891\">Les empreses familiars tenen reptes \u00fanics. Quins s\u00f3n els principals obstacles que es troben quan arriba el relleu generacional?<\/strong><\/p><p data-start=\"6893\" data-end=\"7144\">L\u2019obstacle principal \u00e9s la confusi\u00f3 de sistemes: tractar l\u2019empresa com si fos el menjador de casa. Aix\u00f2 deriva en dos grans bloquejos: la dificultat del fundador o fundadora per cedir el lloc i la legitimitat del successor o successora per exercir-lo.<\/p><p data-start=\"7146\" data-end=\"7335\">Sovint el relleu es gestiona nom\u00e9s des de l\u2019\u00f2ptica jur\u00eddica o fiscal, oblidant que \u00e9s un moviment sist\u00e8mic on es necessita \u201cperm\u00eds\u201d per innovar i respecte pel que s\u2019ha constru\u00eft pr\u00e8viament.<\/p><p data-start=\"7337\" data-end=\"7470\"><strong data-start=\"7337\" data-end=\"7470\">Com es poden combinar l\u2019estrat\u00e8gia empresarial amb la dimensi\u00f3 humana per garantir la continu\u00eftat i l\u2019\u00e8xit de l\u2019empresa familiar?<\/strong><\/p><p data-start=\"7472\" data-end=\"7598\">L\u2019estrat\u00e8gia ens diu on anem, per\u00f2 la dimensi\u00f3 humana determina si hi arribarem. La clau \u00e9s la professionalitzaci\u00f3 del vincle.<\/p><p data-start=\"7600\" data-end=\"7875\">Aix\u00f2 vol dir crear espais de governan\u00e7a clars, com el Consell de Fam\u00edlia, on es pugui parlar de les emocions i els valors, per despr\u00e9s poder executar una estrat\u00e8gia empresarial neta de soroll familiar. Hem de passar de ser \u201cgestors de dades\u201d a ser \u201carquitectes de relacions\u201d.<\/p><p data-start=\"7877\" data-end=\"8009\"><strong data-start=\"7877\" data-end=\"8009\">Al llibre expliques el cas de CHOCOLATIER i el relleu de Sira. Per qu\u00e8 vas decidir incloure aquest relat i qu\u00e8 aporta al lector?<\/strong><\/p><p data-start=\"8011\" data-end=\"8254\">Vaig decidir incloure aquest relat perqu\u00e8 la teoria necessita un mirall on reflectir-se. El cas de la Sira exemplifica perfectament la pressi\u00f3 emocional que sent la segona o tercera generaci\u00f3: el pes del llegat i la por de no estar a l\u2019altura.<\/p><p data-start=\"8256\" data-end=\"8437\">Aporta al lector una visi\u00f3 real de com l\u2019ordre sist\u00e8mic permet que el successor trobi el seu lloc sense haver de renunciar a la seva identitat ni al respecte pels seus predecessors.<\/p><p data-start=\"8439\" data-end=\"8557\"><strong data-start=\"8439\" data-end=\"8557\">Quins principis sist\u00e8mics o \u201cregles b\u00e0siques\u201d consideres essencials per gestionar amb \u00e8xit el relleu generacional?<\/strong><\/p><p data-start=\"8559\" data-end=\"8587\">N\u2019hi ha tres de fonamentals:<\/p><ul data-start=\"8589\" data-end=\"8931\"><li data-section-id=\"enworn\" data-start=\"8589\" data-end=\"8658\">L\u2019ordre: respectar qui va arribar primer i quin lloc ocupa cadasc\u00fa.<\/li><li data-section-id=\"1nhndb1\" data-start=\"8659\" data-end=\"8788\">La pertinen\u00e7a: ser fam\u00edlia no dona dret autom\u00e0tic a un lloc directiu; la professionalitzaci\u00f3 \u00e9s un acte de respecte al sistema.<\/li><li data-section-id=\"wc170o\" data-start=\"8789\" data-end=\"8931\">L\u2019equilibri entre donar i rebre: el relleu \u00e9s un intercanvi de llegat per comprom\u00eds. Si aquest equilibri es trenca, el sistema es resenteix.<\/li><\/ul><p>\u00a0<\/p><p data-start=\"8933\" data-end=\"9068\"><strong data-start=\"8933\" data-end=\"9068\">Moltes empreses familiars no arriben a la tercera generaci\u00f3. Quin consell pr\u00e0ctic donaries als empresaris per superar aquest repte?<\/strong><\/p><p data-start=\"9070\" data-end=\"9178\">Que facin una \u201cpoda conscient\u201d. No tots els membres de la fam\u00edlia han d\u2019estar dins l\u2019operativa de l\u2019empresa.<\/p><p data-start=\"9180\" data-end=\"9416\">El meu consell \u00e9s treballar el prop\u00f2sit compartit des de ben joves: qu\u00e8 ens uneix m\u00e9s enll\u00e0 del cognom? Si la tercera generaci\u00f3 nom\u00e9s veu l\u2019empresa com una font de dividend i no com un projecte amb \u00e0nima, el negoci t\u00e9 els dies comptats.<\/p><p data-start=\"9418\" data-end=\"9540\"><strong data-start=\"9418\" data-end=\"9540\">Finalment, quina reflexi\u00f3 vols deixar als lectors sobre el valor del relleu generacional i la creaci\u00f3 d\u2019un llegat viu?<\/strong><\/p><p data-start=\"9542\" data-end=\"9687\">Vull que els lectors entenguin que un relleu d\u2019\u00e8xit \u00e9s el regal m\u00e9s gran que una persona fundadora pot fer a la seva empresa i a la seva fam\u00edlia.<\/p><p data-start=\"9689\" data-end=\"9982\">Crear un llegat viu no \u00e9s mantenir les coses tal com estan, sin\u00f3 donar ales a la seg\u00fcent generaci\u00f3 perqu\u00e8 porti el negoci on el fundador ni tan sols va imaginar. L\u2019empresa familiar \u00e9s un organisme que ha de respirar i evolucionar; el relleu \u00e9s, senzillament, la seva manera de seguir bategant.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Les empreses familiars afronten un dels seus grans desafiaments en el relleu generacional. Parlem amb No\u00e8lia Hurtado sobre el seu llibre El Relevo i les claus per convertir aquest proc\u00e9s en una oportunitat de creixement.<\/p>\n","protected":false},"author":28,"featured_media":67135,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-67123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Entrevista a No\u00e8lia Hurtado: claus per afrontar el relleu generacional a l\u2019empresa familiar - Euncet Business School<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.euncet.com\/blog\/ca\/entrevista-a-noelia-hurtado-claus-per-afrontar-el-relleu-generacional-a-lempresa-familiar\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entrevista a No\u00e8lia Hurtado: claus per afrontar el relleu generacional a l\u2019empresa familiar - Euncet Business School\" \/>\n<meta property=\"og:description\" content=\"Les empreses familiars afronten un dels seus grans desafiaments en el relleu generacional. 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