{"id":7457,"date":"2026-02-18T11:31:47","date_gmt":"2026-02-18T10:31:47","guid":{"rendered":"https:\/\/hermix.com\/?p=7457"},"modified":"2026-02-18T11:31:47","modified_gmt":"2026-02-18T10:31:47","slug":"cuando-se-pueden-mencionar-marcas-y-tecnologias-especificas-en-las-especificaciones-de-una-licitacion-publica","status":"publish","type":"post","link":"https:\/\/hermix.com\/es\/when-can-specific-brands-and-technologies-be-mentioned-in-public-tender-specifications\/","title":{"rendered":"\u00bfCu\u00e1ndo se pueden mencionar marcas y tecnolog\u00edas espec\u00edficas en los pliegues de contrataci\u00f3n p\u00fablica?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">La contrataci\u00f3n p\u00fablica suele ser un laberinto de normas, especificaciones y formalidades. Una pregunta frecuente es si las autoridades pueden mencionar marcas espec\u00edficas en sus licitaciones. La respuesta breve es: casi nunca. Sin embargo, la respuesta m\u00e1s extensa es m\u00e1s compleja. Existen al menos tres niveles de excepci\u00f3n que determinan c\u00f3mo y cu\u00e1ndo aparecen las marcas en los documentos de licitaci\u00f3n.<\/p>\n\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Bloqueo duro<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En algunos casos, las referencias a marcas son inevitables debido a realidades estructurales. Una autoridad puede tomar decisiones formales y justificadas para usar o preferir una tecnolog\u00eda o producto espec\u00edfico en todos sus proyectos, o solo en proyectos concretos. Por ejemplo, si una autoridad ha estado gestionando 400 sitios web con Drupal durante una d\u00e9cada, como la Comisi\u00f3n Europea, probablemente requerir\u00e1 el mismo sistema de gesti\u00f3n de contenidos para un nuevo sitio web. Del mismo modo, si la Direcci\u00f3n General de Presupuesto utiliza SAP para su sistema ERP, cualquier licitaci\u00f3n de mantenimiento especificar\u00e1 SAP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esto no es favoritismo. Se trata de continuidad, compatibilidad y necesidad pr\u00e1ctica. Los sistemas que llevan a\u00f1os en funcionamiento no pueden sustituirse f\u00e1cilmente sin generar riesgos y costes significativos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bloqueo suave<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En ocasiones, las especificaciones de las licitaciones mencionan la pila tecnol\u00f3gica actual, por ejemplo: \u201cPila tecnol\u00f3gica actual: Drupal\u201d. En estos casos, se permiten formalmente propuestas de soluciones alternativas. Sin embargo, los comit\u00e9s de evaluaci\u00f3n podr\u00edan tener una marcada preferencia por las tecnolog\u00edas actuales y conocidas. La percepci\u00f3n humana del riesgo influye: los comit\u00e9s se sienten m\u00e1s seguros al aprobar soluciones que ya conocen. Adem\u00e1s, a\u00f1adir una nueva tecnolog\u00eda o producto a la pila existente aumenta la complejidad, las dependencias, las necesidades de formaci\u00f3n y el riesgo general. Este bloqueo tecnol\u00f3gico refleja una preferencia, no un requisito obligatorio, pero aun as\u00ed influye en los resultados.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Preferencia oculta<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Incluso cuando no se menciona expl\u00edcitamente ninguna tecnolog\u00eda, las decisiones de adquisici\u00f3n pueden reflejar preferencias impl\u00edcitas. Antes de redactar la licitaci\u00f3n, los posibles licitadores deben investigar:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Los sistemas de cliente existentes, su tecnolog\u00eda.<\/li>\n\n\n\n<li>Proyectos anteriores y sus requisitos t\u00e9cnicos (si un proyecto anterior relevante mencionaba tecnolog\u00edas espec\u00edficas, podr\u00eda indicar una preferencia).<\/li>\n\n\n\n<li>Metodolog\u00edas utilizadas por el cliente, solicitadas y\/o recomendadas en los proyectos actuales y anteriores.<\/li>\n\n\n\n<li>Los ganadores de contratos anteriores suelen decir mucho sobre las tecnolog\u00edas.<\/li>\n\n\n\n<li>Asociaciones en contratos anteriores.<\/li>\n\n\n\n<li>Patrones en la contrataci\u00f3n y las adquisiciones.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Comprender el contexto de una licitaci\u00f3n es tan importante como leer las especificaciones escritas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En el proceso de contrataci\u00f3n p\u00fablica, muchos aspectos no est\u00e1n escritos. Los licitadores exitosos reconocen estas se\u00f1ales sutiles y ajustan sus propuestas en consecuencia, eligiendo la mejor tecnolog\u00eda, soluciones y productos para cada licitaci\u00f3n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Opciones de marca basadas en pol\u00edticas<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Los objetivos pol\u00edticos tambi\u00e9n pueden justificar la menci\u00f3n de marcas en las licitaciones. La contrataci\u00f3n p\u00fablica puede incluir, y a menudo incluye, requisitos pol\u00edticos que van m\u00e1s all\u00e1 de lo financiero y lo t\u00e9cnico, como el desarrollo de sectores espec\u00edficos, el apoyo a empresas locales, la creaci\u00f3n de empleo y el respaldo a comunidades desfavorecidas, entre otros. Los proyectos con altos requisitos de seguridad podr\u00edan excluir a determinados pa\u00edses o tecnolog\u00edas. Recientemente, el Banco Central Europeo exigi\u00f3 que todos los proveedores del proyecto Euro Digital fueran empresas europeas, y adem\u00e1s controladas por ellas, incluso antes de que el concepto de \u201csoberan\u00eda digital\u201d se popularizara. En estos casos, las referencias a marcas u origen est\u00e1n vinculadas a objetivos estrat\u00e9gicos generales, no al favoritismo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusi\u00f3n<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfSe pueden mencionar las marcas en las licitaciones p\u00fablicas? Solo bajo ciertas condiciones: vinculaci\u00f3n formal, interoperabilidad u objetivos pol\u00edticos. De lo contrario, no se permiten referencias expl\u00edcitas a marcas. Presentar ofertas bas\u00e1ndose \u00fanicamente en especificaciones escritas ofrece una visi\u00f3n incompleta; comprender el contexto hist\u00f3rico, los sistemas existentes y las preferencias sutiles completa el panorama.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esta perspectiva se basa en las discusiones en <strong>Drupal y c\u00f3digo abierto: Desbloqueando oportunidades en el sector p\u00fablico de la UE<\/strong> Seminario web con Sachiko Muto \u2013 de la Asociaci\u00f3n Drupal, Ales Kohek \u2013 de Agiledrop y Stefan Morcov \u2013 de Hermix. <a href=\"https:\/\/hermix.com\/es\/drupal-y-el-codigo-abierto-desbloquean-oportunidades-en-el-sector-publico-de-la-ue\/\">Vea la grabaci\u00f3n del video aqu\u00ed<\/a><\/p>\n\n\n<figure class=\"wp-block-post-featured-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/hermix.com\/wp-content\/uploads\/2026\/02\/Drupal-and-open-source-Unlocking-EU-public-sector-opportunities-with-Sachiko-Muto-Board-Member-at-Drupal-Association-Ales-Kohek-Head-of-client-services-at-Agiledrop.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Drupal y c\u00f3digo abierto: Desbloqueando oportunidades en el sector p\u00fablico de la UE con Sachiko Muto, miembro de la junta directiva de la Asociaci\u00f3n Drupal y Ales Kohek, jefe de servicios al cliente en Agiledrop\" style=\"object-fit:cover;\" srcset=\"https:\/\/hermix.com\/wp-content\/uploads\/2026\/02\/Drupal-and-open-source-Unlocking-EU-public-sector-opportunities-with-Sachiko-Muto-Board-Member-at-Drupal-Association-Ales-Kohek-Head-of-client-services-at-Agiledrop.jpg 1200w, https:\/\/hermix.com\/wp-content\/uploads\/2026\/02\/Drupal-and-open-source-Unlocking-EU-public-sector-opportunities-with-Sachiko-Muto-Board-Member-at-Drupal-Association-Ales-Kohek-Head-of-client-services-at-Agiledrop-300x157.jpg 300w, https:\/\/hermix.com\/wp-content\/uploads\/2026\/02\/Drupal-and-open-source-Unlocking-EU-public-sector-opportunities-with-Sachiko-Muto-Board-Member-at-Drupal-Association-Ales-Kohek-Head-of-client-services-at-Agiledrop-1024x536.jpg 1024w, https:\/\/hermix.com\/wp-content\/uploads\/2026\/02\/Drupal-and-open-source-Unlocking-EU-public-sector-opportunities-with-Sachiko-Muto-Board-Member-at-Drupal-Association-Ales-Kohek-Head-of-client-services-at-Agiledrop-768x402.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Public procurement often feels like a maze of rules, specifications, and formalities. One common question that arises is whether authorities can mention specific brands in their tenders. The short answer: almost never. The long answer, however, is nuanced. There are at least three levels of exception that shape how and when brands appear in tender [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7458,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"content-type":"","inline_featured_image":false,"page_builder":"","footnotes":""},"categories":[13],"tags":[],"ppma_author":[16],"class_list":["post-7457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Public procurement often feels like a maze of rules, specifications, and formalities. 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