Resumen

AGUILA, Abel Alberto  y  DIAZ MACIAS, Regla Caridad. Export strategies in Cuba, a procedure for its implementation in Cementos Cienfuegos S. A. Universidad y Sociedad [online]. 2020, vol.12, n.6, pp. 292-302.  Epub 02-Dic-2020. ISSN 2218-3620.

The need to insert international markets is increasingly growing worldwide. Cuba is not a stranger to this need and constitutes a claim from the country's top management at the present time and a challenge for companies with potentially exportable goods and services. The main purpose of this work is to create a procedure for the elaboration of the export strategy in “Cementos Cienfuegos S.A.” based on the goods that make up its exportable offer. The bibliographic review carried out, as well as the use of investigative methods at the theoretical and empirical level confer the foundations that provide scientific nature to the strategic planning process and at the same time support the procedure that manages to standardize in a single four-phase model, the Cuban rules and regulations, although dispersed and varied from the political and academic point of view, are the ones that used by entrepreneurs and managers to develop this process. These norms and regulations also manage to harmonize with the occasionally divergent criteria of international authors. The importance of such a procedure allows to unify criteria regarding the phases and contentive aspects of an export strategy and becomes a methodological support for the formulation of the export strategy in this entity.

Palabras clave : Exports; strategic planning; procedure.

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