Resumen

QUINTERO BARRIZONTE, Jorge Luis; LOPEZ BASTIDA, Eduardo Julio  y  RIVERO ALONSO, Katia. Strategic planning with prospective approach to the editorial "Universo Sur". Universidad y Sociedad [online]. 2015, vol.7, n.3, pp. 160-167. ISSN 2218-3620.

The main objective of the research entitled "Strategic Planning with a Prospective Approach in Universo Sur Editorial at the University of Cienfuegos" is to design a strategic plan with a prospective approach for Universo Sur editorial. A study of the functioning of the editorial was developed, as well as a study of strategic planning documents so that the knowledge about the topic allows selecting the variables the system comprises. In order to achieve the research objective, a procedure developed by Rodríguez Varela (2012) is suggested, which is mainly based on the prospective approach for strategic planning through the application of the structural analysis method MICMAC, the MACTOR and SMIC methods; aiming at selecting the key variables and the main subjects involved, as well as defining the future scenarios with the hypothesis conformation. The main results are: the determination of the system key variables and the main subjects involved influencing them, so as the determination of the main objectives and possible scenarios for the strategic projection of the editorial. In addition, the main objectives to be fulfilled, defined by processes and the possible actions to be developed to accomplish them were determined.

Palabras clave : Planning; Strategy; Management; Publishing; Foresight; Models.

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