Neuroliderazgo y neuromarketing: Variables neurocientíficas del éxito organizacional
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El presente artículo analiza la convergencia entre el neuroliderazgo y el neuromarketing como disciplinas emergentes basadas en la neurociencia aplicada a las organizaciones. A partir de los fundamentos teóricos propuestos por Rock (2007) y Zaltman (2002), se identifican y describen las variables neurocientíficas que determinan el éxito en la gestión empresarial: claridad, gestión emocional y seguridad psicológica (en el liderazgo), así como impacto visual, conexión emocional e influencia subconsciente (en el marketing). Se propone un modelo integrador que articula ambas disciplinas a través de cinco ejes: comunicación estratégica, decisiones neurocientíficas, experiencias emocionales, ámbito seguro y personalización. Los hallazgos sugieren que los líderes que comprenden los mecanismos cerebrales del equipo y del cliente son más eficaces en entornos organizacionales complejos. La revisión teórica se apoya en evidencia empírica procedente de la neurociencia cognitiva, la psicología organizacional y la investigación en comportamiento del consumidor.
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
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