La inmoralidad del fútbol y del mercado
El partido acabó. El marcador quedó 1-0. Los libros de estadística dirán que el equipo blanco le ganó al negro y que el gol lo metió el número 3. El equipo blanco avanzó y su oponente quedó rezagado.
Muy pocos recordarán los detalles del partido: que llovió con mucha fuerza, que las graderías estaban a reventar porque las dos hinchadas sabían que era un juego muy importante, de octavos de final, con eliminación directa. El arbitraje fue muy criticado, porque una cosa son las reglas del fútbol y otra que los jugadores no las cumplan: solo es falta si el árbitro la pita, pese a que el público y la audiencia televisiva vieron que el gol fue una trampa, porque había fuera de lugar. La historia dirá que ganaron los blancos, pero con trampa y nunca se sabrá bien si sabían de la trampa o no, pero al verlo, solo dijeron: así es el fútbol.
La Federación, pese a ver en los videos el fuera de lugar, no dijo nada, porque por alguna extraña razón, se acepta que se falte a las normas. Y pese a saber la verdad y tener pruebas, las autoridades no hacen nada, porque consideran que así pueden ser las cosas.
Se habla de suerte e injusticia, dependiendo de a quién se le pregunte, pero la verdad se conoce plenamente y en los libros de historia quedará validada esa injusta suerte, porque al final se ven los resultados, y rara vez queda escrito todo lo que pasó: los esfuerzos, las frustraciones, las trampas, las faltas…
También le puede interesar: ¿Cómo consumiremos?
El mercado, el mercadeo, el comercio, las empresas y el Estado son iguales en esto. Conocemos las normas, las incumplimos. Todo el mundo se da cuenta y al final ni las autoridades actúan. La empresa que ganó cree que lo hizo, pese a que perdió mucho por hacer trampa. Y quienes lo hicieron bien perdieron y, en algunos casos, hasta quebraron, porque su competencia “compró mercado” e incumplió las normas de juego.
Que una empresa mantenga precios bajos, perdiendo dinero y financiando el proceso con capital de trabajo diferente al generado por el producto es una trampa clara, pero válida. Injusta, pero es una estrategia que muchos aplauden y justifican con argumentos débiles. Tanto que no tienen cómo justificar por qué la empresa pierde dinero, hace despidos masivos y engaña al comprador, e inclina la balanza a su favor para que al final el marcador la favorezca.
Publicidad
No hay nada gratis. Lo sabemos pero parece que no lo entendemos. Cuando vemos un producto más barato que el promedio del mercado, se hace evidente que esa empresa hace algo más barato que las demás; puede ser que tiene menos utilidades: esto significa que sus inversionistas son los que pagan; puede ser un tema de insumos: quizá hace que sus proveedores paguen esa diferencia, con el costo financiero de un pago a más de 60 días; quizá el producto es de una calidad menor a la del promedio del mercado: hace que el consumidor pague con una satisfacción inferior y para él, imperceptible.
Alguien paga el menor precio, alguien lo hace.
El gran problema es que todos terminamos costeando el precio bajo de alguien, porque los productos con menor margen dejan un impuesto de renta menor. O si se le carga el costo al proveedor, este será menos rentable y su sostenibilidad estará en juego. Es más: no estamos conscientes de una verdad incómoda: si se vende más barato, se cobra menos IVA. Es decir, habrá menos recaudo de impuestos, lo que significa que todos perdemos.
Nuestro mercado es como ese juego injusto en el que alguien gana a costa de la competencia, las normas, las autoridades y la hinchada. Al final, todos lo calificamos como parte del “bello espectáculo del fútbol”, del que solo nos importa el marcador, no el buen juego.
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