{"id":64,"date":"2013-07-19T14:52:08","date_gmt":"2013-07-19T14:52:08","guid":{"rendered":"https:\/\/workspace.cohnwolfe.is\/index.php\/2013\/07\/19\/hvadh-er-metvara\/"},"modified":"2021-04-14T13:37:52","modified_gmt":"2021-04-14T13:37:52","slug":"hvadh-er-metvara","status":"publish","type":"post","link":"https:\/\/workspace.cohnwolfe.is\/index.php\/2013\/07\/19\/hvadh-er-metvara\/","title":{"rendered":"Hva\u00f0 er metvara?"},"content":{"rendered":"

Hvernig f\u00e9lagsleg s\u00e9reinkenni ur\u00f0u drifkraftur og l\u00edf\u00e6\u00f0 neyslunnar<\/strong><\/h4>\n

\u00c1hugi manna \u00e1 samskiptum, hvort sem \u00fea\u00f0 er \u00ed f\u00e9lagi vi\u00f0 a\u00f0ra e\u00f0a \u00ed \u00e1kve\u00f0num tilgangi, eins og vi\u00f0skiptum, hefur aukist undanfarin \u00e1r. N\u00fdjar kenningar hafa komi\u00f0 fram, n\u00fdjar ranns\u00f3knir um undirliggjandi hvatir mannlegra samskipta auk \u00feess sem fj\u00f6ldi b\u00f3ka og greina hafa veri\u00f0 skrifa\u00f0ar um \u00feessi efni.<\/h4>\n

<\/p>\n

\u00de\u00e6r spurningar vakna \u00f3neitanlega um hva\u00f0 valdi \u00feessum \u00e1huga \u00e1 b\u00e6ttum samskiptum en sj\u00e1lfsagt er margar sk\u00fdringar a\u00f0 finna. S\u00fa sk\u00fdring sem er efst \u00ed huga hva\u00f0 var\u00f0ar vi\u00f0skiptin er aukin samkeppni: Samkeppni um hylli. Og af hverju aukin samkeppi? Ein sk\u00fdringin getur veri\u00f0 s\u00fa a\u00f0 fj\u00f6ldi h\u00e6fra einstaklinga hafi einfaldlega aukist. Betri og fj\u00f6lbreyttari menntun, au\u00f0veldari a\u00f0gangur\u00a0og \u00feekkingu og frelsi til athafna er meira en \u00e1\u00f0ur. \u00dea\u00f0 er meira af h\u00e6fu f\u00f3lki innan ra\u00f0a fyrirt\u00e6kjanna sem bj\u00f3\u00f0a sams konar v\u00f6ru\/\u00fej\u00f3nustu \u00e1 marka\u00f0i sem tr\u00falega hefur ekki st\u00e6kka\u00f0 \u00ed sama hlutfalli.<\/p>\n

F\u00f3lk veit hva\u00f0 \u00fea\u00f0 vill<\/h3>\n

F\u00f3lki\u00f0 sem kaupir (kaupendur\/notendur\/neytendur) er einnig vel mennta\u00f0 og\/e\u00f0a me\u00f0vita\u00f0 um kostina sem \u00feeim standa til bo\u00f0a. Kr\u00f6fur kaupenda um betri \u00fej\u00f3nustu og hentugri v\u00f6rur aukast a\u00f0 sama skapi. Segja m\u00e1 a\u00f0 leiksk\u00f3lakynsl\u00f3\u00f0in svonefnda viti hva\u00f0 h\u00fan vill. (H\u00e9r eftir skulum vi\u00f0 sameina hugt\u00f6kin vara og \u00fej\u00f3nusta og nefna einu or\u00f0i, vara, \u00feegar \u00fea\u00f0 \u00e1 vi\u00f0). \u00deess vegna hafa \u00e1herslurnar \u00ed marka\u00f0svinnu fyrirt\u00e6kja breyst e\u00f0a eru a\u00f0 breytast. \u00dea\u00f0 sem n\u00fa skiptir m\u00e1li er a\u00f0 koma \u00e1 samvinnu \u00fear sem kaupandinn er ekki einungis s\u00e1 sem pantar v\u00f6runa, heldur er hann jafnframt \u00fe\u00e1tttakandi \u00ed \u00fer\u00f3un framlei\u00f0slunnar. N\u00fdja bo\u00f0mi\u00f0lunin<\/a> byggjast \u00fear af lei\u00f0andi \u00e1 samt\u00f6lum vi\u00f0 vi\u00f0skiptavini og samvinnu vi\u00f0 framlei\u00f0slu \u00e1 v\u00f6runni. \u00cd sta\u00f0 \u00feess a\u00f0 r\u00e1\u00f0skast me\u00f0 kaupandann er hann ger\u00f0ur a\u00f0 \u00fe\u00e1tttakanda, \u00ed sta\u00f0 \u00feess a\u00f0 \u00fatlista fyrir honum \u00e1g\u00e6ti fullm\u00f3ta\u00f0rar v\u00f6ru er haft samr\u00e1\u00f0 vi\u00f0 hann og skipst \u00e1 uppl\u00fdsingum.<\/p>\n

Vi\u00f0 viljum \u00f6ll vekja a\u00f0d\u00e1un<\/h3>\n

\u00cd d\u00fdrar\u00edkinu gengur l\u00edfi\u00f0 \u00fat \u00e1 a\u00f0 afla s\u00e9r f\u00e6\u00f0u og fj\u00f6lga tegundinni. \u00deess vegna s\u00e6kjast \u00feau eftir a\u00f0 vera \u00a0l\u00edkamlega sterk og falleg. Vi\u00f0 mannf\u00f3ki\u00f0 h\u00f6fum eil\u00edti\u00f0 fl\u00f3knari lista yfir eftirs\u00f3knarver\u00f0 g\u00e6\u00f0i og getum liti\u00f0 \u00e1 fagmennsku (kunn\u00e1ttu\/\u00feekkingu), vald og peninga sem d\u00e6mi um sl\u00edka vi\u00f0b\u00f3tareiginleika.<\/p>\n

\u00d3h\u00e6tt er a\u00f0 fullyr\u00f0a a\u00f0 \u201ef\u00e9lagsleg s\u00e9reinkenni\u201c s\u00e9u drifkraftur og l\u00edf\u00e6\u00f0 neyslunnar. Mj\u00f6g mikilv\u00e6g \u00e1st\u00e6\u00f0a vi\u00f0skipta er einmitt s\u00fa a\u00f0 einstaklingur vill styrkja f\u00e9lagsleg s\u00e9reinkenni s\u00edn. Ein lei\u00f0 til \u00feess er a\u00f0 festa kaup \u00e1 v\u00f6ru sem er t\u00e1kn e\u00f0a v\u00edsbending um \u00fej\u00f3\u00f0f\u00e9lagsst\u00f6\u00f0u einstaklingsins. \u00deess vegna\u00a0er neysla, tengd \u00fej\u00f3\u00f0f\u00e9lagsst\u00f6\u00f0u, fyrirb\u00e6ri sem \u00e1 r\u00e6tur s\u00ednar a\u00f0 rekja til samf\u00e9lagslegra \u00fe\u00e1tta sem hafa \u00e1hrif \u00e1 \u00e1kvar\u00f0anir neytandans sem me\u00f0 \u00feeim markar s\u00e9r tiltekna st\u00f6\u00f0u \u00ed samf\u00e9laginu. Marka\u00f0sfr\u00e6\u00f0in skapar ekki \u00fe\u00f6rfina \u00ed \u00feessu tilfelli eins og margir \u00e1l\u00edta. Aftur \u00e1 m\u00f3ti er gerlegt a\u00f0 virkja \u00feessa innri \u00fer\u00e1 mannsins eftir tiltekinni \u00fej\u00f3\u00f0f\u00e9lagsst\u00f6\u00f0u til a\u00f0 koma af sta\u00f0 vi\u00f0skiptum og \u00f6rva \u00feau. A\u00f0fer\u00f0ir marka\u00f0sfr\u00e6\u00f0anna eru d\u00e6mi um kerfisbundna lei\u00f0 \u00ed \u00feessum efnum.<\/p>\n

Allt hefur sitt gildi<\/h3>\n

Eina \u00e1st\u00e6\u00f0an fyrir \u00fev\u00ed a\u00f0 \u00fea\u00f0 stofnast til vi\u00f0skipta, sem d\u00e6mi, milli kaupenda Morgunbla\u00f0sins og bla\u00f0sins sj\u00e1lfs, er s\u00fa a\u00f0 b\u00e6\u00f0i ritstj\u00f3rinn og vi\u00f0skiptavinurinn telja a\u00f0 \u00fea\u00f0 sem \u00feeir hafa a\u00f0\u00a0bj\u00f3\u00f0a (bla\u00f0i\u00f0 og peningar vi\u00f0skiptavinarins) s\u00e9 minna vir\u00f0i en s\u00fa grei\u00f0sla sem \u00feeir f\u00e1 \u00ed skiptum. S\u00e1, sem kaupir Morgunbla\u00f0i\u00f0, \u00e1l\u00edtur \u00fea\u00f0 meira vir\u00f0i en \u00fatlag\u00f0ur kostna\u00f0ur hans til a\u00f0 eignast \u00fea\u00f0. Innan bla\u00f0sins er \u00feessu svo \u00f6fugt fari\u00f0. \u00deannig\u00a0telja b\u00e1\u00f0ir a\u00f0ilar sig hagnast \u00e1 eignaskiptunum. \u00deess vegna skiptast \u00feeir \u00e1 \u00feessum ver\u00f0m\u00e6tum.<\/p>\n

Margir marka\u00f0smenn vir\u00f0ast ganga \u00fat fr\u00e1 \u00fev\u00ed a\u00f0 vara hafi fyrirfram \u00e1kve\u00f0i\u00f0 vir\u00f0i. \u00dea\u00f0 hefur h\u00fan ekki. \u00d6ll vi\u00f0skipti byggjast \u00e1 \u00fev\u00ed a\u00f0 \u201eallir meta allt\u201c \u00e1 sinn \u00f3l\u00edka h\u00e1tt. \u00dea\u00f0 er vi\u00f0 sj\u00e1lf kaupin sem vir\u00f0i v\u00f6runnar \u00e1kvar\u00f0ast endanlega en ekki \u00e1\u00f0ur en seljandi og kaupandi hittast. Vir\u00f0ismati\u00f0 er pers\u00f3nubundi\u00f0 – vi\u00f0 getum ekki sett fram nein algild l\u00f6gm\u00e1l um \u00fea\u00f0 hversu mikils vir\u00f0i tiltekin vara er fyrir tiltekinn einstakling.<\/p>\n

Metvir\u00f0i \u2013 n\u00fdjar \u00edmyndir<\/h3>\n

\u201eMetvir\u00f0i\u201c r\u00e6\u00f0ur \u00farslitum um \u00fea\u00f0 hvort einstaklingur kaupi v\u00f6ru e\u00f0a ekki. Metvir\u00f0i er hugtak sem h\u00e9r er nota\u00f0 um heildarvir\u00f0i<\/a> v\u00f6ru \u00ed huga vi\u00f0skiptavinarins, en \u00fea\u00f0 r\u00e6\u00f0st ekki a\u00f0eins af \u00fatl\u00f6g\u00f0um kostna\u00f0i vi\u00f0skiptavinarins heldur einnig af hugl\u00e6gu mati \u00e1 \u00fev\u00ed hve mikils vir\u00f0i varan er honum sem einstaklingi og pers\u00f3nu \u00ed samf\u00e9laginu. \u00dat fr\u00e1 \u00fev\u00ed m\u00e1 segja a\u00f0 vara sem hefur metvir\u00f0i f\u00e1i \u201es\u00e1l\u201c og ver\u00f0i \u00feannig a\u00f0 metv\u00f6ru.<\/p>\n

\u00c1rangur af s\u00f6lustarfi byggist \u00e1 \u00fev\u00ed hversu vel starfsf\u00f3lki fyrirt\u00e6kisins tekst a\u00f0 sannf\u00e6ra einstakling um metvir\u00f0i v\u00f6ru fyrir vi\u00f0komandi einstakling. Metvir\u00f0i sl\u00edkrar v\u00f6ru er s\u00ed\u00f0an grundvallar\u00fe\u00e1ttur \u00ed eiginleikum (\u00edmynd) fyrirt\u00e6kisins \u00ed huga \u00feess einstaklings. Starfsf\u00f3ki\u00f0 reynir a\u00f0 gera s\u00e9r grein fyrir metvir\u00f0i v\u00f6ru \u00ed huga pers\u00f3nunnar og afkoma fyrirt\u00e6kisins byggist ekki s\u00edst \u00e1 \u00fev\u00ed a\u00f0 starfsf\u00f3lki\u00f0 hafi haft r\u00e9tt fyrir s\u00e9r \u00feegar \u00fea\u00f0 taldi metvir\u00f0i tiltekinnar v\u00f6ru vera meira en sem nemur kostna\u00f0i fyrirt\u00e6kisins vegna v\u00f6ru\u00fer\u00f3unar, framlei\u00f0slu, dreifingar og marka\u00f0sf\u00e6rslu. \u00c1n fyrirfram m\u00f3ta\u00f0ra hugmynda um metvir\u00f0i getur fyrirt\u00e6ki\u00f0 ekki krafist ver\u00f0s sem er umfram kostna\u00f0. \u00d6ll starfsemi fyrirt\u00e6kisins kemur beint og \u00f3beint vi\u00f0 s\u00f6gu \u00feegar metvir\u00f0i v\u00f6ru er \u00e1kve\u00f0i\u00f0 \u00e1 marka\u00f0num, allt fr\u00e1 v\u00f6ru\u00fer\u00f3un til marka\u00f0sf\u00e6rslu og \u00fej\u00f3nustu eftir kaupin. Metvir\u00f0i byggist \u00e1 \u00feeim v\u00e6ntingum sem kaupandinn hefur<\/a>.<\/p>\n

Vi\u00f0 seljum metv\u00f6ru<\/h3>\n

\u00c1r\u00ed\u00f0andi er a\u00f0 gera s\u00e9r grein fyrir muninum \u00e1 s\u00f6lu og marka\u00f0sf\u00e6rslu. Vi\u00f0 s\u00f6lu \u00e1kvar\u00f0ast metvir\u00f0i v\u00f6runnar \u00e1 \u00fev\u00ed andartaki \u00feegar vi\u00f0skiptavinurinn og starfsf\u00f3lk fyrirt\u00e6kisins hittast vi\u00f0 s\u00f6lubor\u00f0. Hlutverk marka\u00f0sf\u00e6rslunnar er \u00e1 hinn b\u00f3ginn a\u00f0 undirb\u00faa \u00feennan fund starfsmanns og vi\u00f0skiptavinar svo vel sem kostur er. Markmi\u00f0i\u00f0 me\u00f0 marka\u00f0sf\u00e6rslunni er a\u00f0 au\u00f0velda vi\u00f0skiptin og st\u00e6kka \u00feann h\u00f3p f\u00f3lks sem vi\u00f0 getum nefnt \u201evir\u00f0ismetandi h\u00f3p\u201c e\u00f0a \u201emetv\u00f6ruh\u00f3p\u201c. \u00cd \u00feeim h\u00f3pi eru einstaklingar \u00e1 \u00f6llum aldri me\u00f0 \u00f3l\u00edka menntun af b\u00e1\u00f0um kynjum (sj\u00e1lfst\u00e6\u00f0ar pers\u00f3nur e\u00f0a starfsmenn \u00ed fyrirt\u00e6ki) sem \u00feekkja e\u00f0a telja sig \u00feekkja v\u00f6rur seljandans svo vel a\u00f0 \u00feeir geti meti\u00f0 vir\u00f0i hennar fyrir sig e\u00f0a fyrirt\u00e6ki\u00f0 sem \u00feeir starfa fyrir. \u00deetta \u00fe\u00fd\u00f0ir \u00ed raun og veru a\u00f0 a\u00f0fer\u00f0um marka\u00f0sfr\u00e6\u00f0anna vi\u00f0 marka\u00f0sf\u00e6rslu er einungis \u00a0h\u00e6gt a\u00f0 beita vi\u00f0 s\u00f6lu \u00e1 merkjav\u00f6ru. V\u00f6ru, sem ekki er au\u00f0kennanleg, er \u00f3m\u00f6gulegt a\u00f0 tala um, skrifa um e\u00f0a hafa einhverjar hugmyndir um.<\/p>\n

Vinnugle\u00f0i og v\u00e6ntingar<\/h3>\n

Ni\u00f0ursta\u00f0an er s\u00fa a\u00f0 n\u00fat\u00edmafyrirt\u00e6ki, sem vilja starfa \u00ed langan t\u00edma me\u00f0 g\u00f3\u00f0um \u00e1rangri, ver\u00f0a a\u00f0 tryggja s\u00e9r hollustu starfsmanna sinna svo a\u00f0 \u00f6ll starfsemi e\u00f0a athafnir starfsmanna \u00ed fyrirt\u00e6kinu stefni a\u00f0 \u00fev\u00ed a\u00f0 \u00fer\u00f3a, framlei\u00f0a, marka\u00f0sf\u00e6ra og selja metv\u00f6ru. Ef vi\u00f0leitni fyrirt\u00e6kisins reynist \u00e1rangursr\u00edk, koma n\u00fdir kaupendur og gamlir vi\u00f0skiptavinir s\u00fdna sig \u00e1 n\u00fdjan leik. \u00c1n\u00e6g\u00f0ir vi\u00f0skiptavinir s\u00fdna tr\u00fana\u00f0 me\u00f0 \u00fev\u00ed a\u00f0 endurtaka kaupin. \u00dea\u00f0 er s\u00f6nnun \u00e1 \u00fev\u00ed a\u00f0 fyrirt\u00e6ki\u00f0 s\u00fdnir \u00e1rangur me\u00f0 \u00fev\u00ed a\u00f0 leggja \u00e1herslu \u00e1 og kynna r\u00e9tt metvir\u00f0i v\u00f6ru. Ekki m\u00e1 heldur gleyma \u00fev\u00ed a\u00f0 \u00e1n\u00e6g\u00f0ir kaupendur \u201elokka\u201c einnig a\u00f0 n\u00fdja vi\u00f0skiptavini me\u00f0 \u00fev\u00ed a\u00f0 tala vel um fyrirt\u00e6ki\u00f0 og v\u00f6runa sem \u00fea\u00f0 b\u00fd\u00f0ur.<\/p>\n

Tv\u00e6r hli\u00f0ar v\u00f6runnar<\/h3>\n

Hver vara er \u00ed raun tvenns konar:\u00a0annars vegar \u00fat fr\u00e1 sj\u00f3narmi\u00f0i fyrirt\u00e6kisins og hins vegar \u00fat fr\u00e1 sj\u00f3narmi\u00f0i vi\u00f0skiptavinarins.<\/p>\n

Fyrirt\u00e6ki getur gert tilraunir me\u00f0 h\u00f6nnun, v\u00f6rumerki, dreifingu (a\u00f0gang vi\u00f0skiptavina a\u00f0 v\u00f6runni), notagildi v\u00f6runnar og samskiptahugmyndir. Vi\u00f0skiptavinurinn metur hins vegar notagildi v\u00f6ru (g\u00e6\u00f0i = notagildi), \u00e1n\u00e6gju vegna v\u00f6runnar, samskipti s\u00edn vi\u00f0 fyrirt\u00e6ki\u00f0 og ekki s\u00edst f\u00e9lagsleg s\u00e9rkenni sem vi\u00f0skiptavinur telur sig \u00f6\u00f0last me\u00f0 \u00fev\u00ed a\u00f0 kaupa v\u00f6runa eins og fyrr segir.\u00a0<\/p>\n

\u00dea\u00f0 er \u00e1r\u00ed\u00f0andi a\u00f0 fyrirt\u00e6ki rannsaki v\u00f6runa \u00fat fr\u00e1 \u00feessum tveim sj\u00f3narmi\u00f0um \u00e1 hverju stigi fr\u00e1 \u00fer\u00f3un, framlei\u00f0slu og marka\u00f0sf\u00e6rslu til s\u00f6lu og neyslu. Hvert stig og sambandi\u00f0 milli hinna \u00f3l\u00edku sj\u00f3narmi\u00f0a fyrirt\u00e6kis og vi\u00f0skiptavinar hefur b\u00e6\u00f0i \u00e1hrif \u00e1 eiginleika og metvir\u00f0i. Af sl\u00edku fl\u00e6\u00f0i hl\u00fdst n\u00fdtt g\u00e6\u00f0aeftirlit.<\/p>\n

V\u00f6ru\u00fer\u00f3un sem byggir \u00e1 uppl\u00fdsingum fr\u00e1 marka\u00f0num og eigin afli fyrirt\u00e6kisins annarsvegar\u00a0og\u00a0bo\u00f0skipti hinsvegar eru \u00f3l\u00edk athafnaferli. Ef h\u00e6gt er a\u00f0 finna minnsta samnefnarann, hi\u00f0 upplif\u00f0a vir\u00f0ismat, \u00fe\u00e1 er einnig h\u00e6gt a\u00f0 \u00e1kvar\u00f0a hver s\u00e9 drifkraftur hinna \u00f3l\u00edku athafna. D\u00e6mi: \u00c1kvar\u00f0a stefnur var\u00f0andi v\u00f6rug\u00e6\u00f0i\/notagildi og samskipti vi\u00f0 kaupendur en \u00e1r\u00ed\u00f0andi er a\u00f0 allar athafnir fyrirt\u00e6kisins sn\u00faist \u00ed kringum metvir\u00f0i\u00f0 svo \u00fea\u00f0 f\u00e1i sameiginlegan grunn fyrir alla s\u00edna starfsemi.<\/p>\n","protected":false},"excerpt":{"rendered":"

Hvernig f\u00e9lagsleg s\u00e9reinkenni ur\u00f0u drifkraftur og l\u00edf\u00e6\u00f0 neyslunnar \u00c1hugi manna \u00e1 samskiptum, hvort sem \u00fea\u00f0 er \u00ed f\u00e9lagi vi\u00f0 a\u00f0ra e\u00f0a \u00ed \u00e1kve\u00f0num tilgangi, eins og vi\u00f0skiptum, hefur aukist undanfarin \u00e1r. N\u00fdjar kenningar hafa komi\u00f0 fram, n\u00fdjar ranns\u00f3knir um undirliggjandi hvatir mannlegra samskipta auk \u00feess sem fj\u00f6ldi b\u00f3ka og greina hafa veri\u00f0 skrifa\u00f0ar um \u00feessi…<\/p>\n

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