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Caso Zoo

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ZOO SAN DIEGO enrique .perez @ tmg .cl

ZOO SAN DIEGO enrique .perez @ tmg .cl

La Sociedad Zoológica de San Diego ha superado a la mayoría de las empresas en cuanto a transformarse en una verdadera organización del siglo 21. En la actualidad es altamente considerada tanto por la fórmula de su gestión como por su espectacular colección de animales y plantas. Con 1200 empleados contratados durante todo el año, US$ 75 millones de retorno y 5 millones de visitantes al año, el Zoo de San Diego y su Parque de Animales Salvajes conforman un conjunto de dimensiones considerables, cuyos competidores, entre los que se encuentra Disney y Sea World, son verdaderos gigantes. Asimismo, en su calidad de organización científica y conservacionista de renombre mundial, el Zoo debe mantener altos estándares técnicos y un cuidado extremo en cuanto a temas ambientales, entre otros.

ZOO SAN DIEGO enrique .perez @ tmg .cl

El zoológico está siendo remodelado permanentemente para mostrar sus animales según zonas climáticas (una selva tropical africana llamada Gorilla Tropics; o Tiger River, un ambiente de jungla asiática), en lugar de una clasificación meramente taxonómica. Al abrirse al público, estas exhibiciones alteraron de manera fundamental la forma de administración. De hecho, el antiguo zoológico era administrado por más de 50 departamentos: cuidado animal, alimentación, horticultura, mantenimiento, recaudación de fondos, educación y otros tantos. “Tenía todos los rasgos de una administración funcional”, comenta David Glines, Jefe de Desarrollo de las Personas; quien llegó como alumno en práctica a trabajar al Zoo. Su responsabilidad era mantener los senderos sin basura. Hoy recuerda que, cansado o bajo presión, “algunas veces dejaba

una colilla de cigarrillo bajo un arbusto. Así pasaba a ser problema del jardinero; no mío”

ZOO SAN DIEGO enrique .perez @ tmg .cl

Ahora, los departamentos se desdibujan en el nuevo diseño de las secciones del zoológico. Tiger River, por ejemplo, es administrado por un equipo de expertos en mamíferos y aves, especialistas en horticultura y trabajadores de mantención y construcción. El equipo, de cuatro años de antigüedad, liderado por el cuidador John Smith, controla su presupuesto en su propio PC, el que no está conectado al computador central de la organización. Los miembros son igualmente responsables de la exhibición y es difícil distinguir de qué departamento procede cada uno. Recientemente, un sendero que pasa frente a una pajarera necesitó una reparación; el encargado de horticultura y los trabajadores de la construcción hicieron el trabajo.

ZOO SAN DIEGO enrique .perez @ tmg .cl

Siete personas administran el Tiger River. Había 11 personas al poner en marcha la exhibición, pero una vez que los miembros del equipo habían adquirido las competencias, decidieron que no era necesario reemplazar a los que partían. Liberados del quehacer administrativo –que hoy está a cargo directamente de los equipos de trabajo– ahora los ejecutivos pueden abocarse más y más a captar interés en el parque. El turismo en el sur de California ha sufrido grandes embates, desde la guerra del Golfo; seguido de las diferentes crisis. Sin embargo, el zoo ha gozado de un aumento en las visitas, año tras año. En parte, se debe al precio. Entrar al Zoo de San Diego cuesta la mitad que el ticket para Disneyland.

ZOO SAN DIEGO enrique .perez @ tmg .cl

PREGUNTAS : 1. Fuera del precio, ¿qué otros factores pueden haber influido en el continuo aumento en las visitas al ? 2. ¿Qué aprendizajes del caso distinguen como “muy posibles de considerar”en el diseño de su actual organización ? 3. Identifiquen algunos determinantes que hoy inhibirían implantar un enfoque como éste …en su trabajo.

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