<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202020000300083</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Planeación estratégica aplicada a profesionales de la medicina y la jurisprudencia]]></article-title>
<article-title xml:lang="en"><![CDATA[Strategic planning applied to medical and jurisprudence professionals]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Calle Gómez]]></surname>
<given-names><![CDATA[Marco Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gurumendi España]]></surname>
<given-names><![CDATA[Ingrid Esmeralda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Calle Prado]]></surname>
<given-names><![CDATA[Marco Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<volume>12</volume>
<numero>3</numero>
<fpage>83</fpage>
<lpage>89</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202020000300083&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202020000300083&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202020000300083&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El artículo define la importancia de hacer planeación estratégica en las organizaciones pymes tales como consultorios jurídicos o médicos del Ecuador, mediante la apreciación de las escuelas del pensamiento estratégico; la caracterización de cada una de ellas y la calificación del líder de acuerdo con su forma de pensar y actuar y las cualidades del estratega desde las circunstancias y el análisis de su comportamiento, comparándolo con las conductas instintivas de los animales. El objetivo de la investigación es fundamentar al lector en las epistemes de la estrategia, los distintos enfoques y modelos, el establecimiento de los límites y alcances de dichos saberes en la realidad. Dentro objetivos específicos de este trabajo se establecen el realizar comparaciones entre las diferentes escuelas de la estrategia y las distintas categorías de las pymes, y desarrollar aprendizajes que permitan contextualizar la teoría con la práctica. La revisión literaria habla de las escuelas de estrategia que se dividen en diez, en donde se explican maneras de diseñar estrategias según los factores internos y externos, la cultura, el ambiente, entre otros de las organizaciones. Cada una de estas escuelas tuvo su éxito en su época y las bases que brindan, son acordes a un mundo cambiante que no deja que todos los modelos de negocios pymes se basen en una sola escuela y se tiene que tomar lo más importante de cada una para crear una buena estrategia. La tendencia actual es que también los servicios médicos y jurídicos deben verse desde el punto de vista empresarial pues pymes se han venido creando a partir de estos negocios.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The article defines the importance of doing strategic planning in SME organizations such as legal or medical offices in Ecuador, through the appreciation of schools from the strategic; the characterization of each one of them and the qualification of the leader according to his way of thinking and acting and the qualities of the strategist from the circumstances and the analysis of his behavior, comparing it with the instinctive behaviors of the animals. The objective of the research is to base the reader on the epistemes of the strategy, the different approaches and models, the establishment of the limits and scope of such knowledge in reality. Within specific objectives of this work, it is established to make comparisons between the different schools of the strategy and the different categories of SMEs, and develop learning that allows contextualizing theory with practice. The literary review talks about the schools of strategy that are divided into ten, where ways of designing strategies according to internal and external factors, culture, environment, among other organizations are explained. Each of these schools had its success in its time and the bases they provide are consistent with a changing world that does not allow all SME business models to be based on a single school and the most important of each must be taken to create a good strategy. The current trend is that medical and legal services must also be viewed from the business point of view as SMEs have been created from these businesses.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Estrategia]]></kwd>
<kwd lng="es"><![CDATA[Planeación]]></kwd>
<kwd lng="es"><![CDATA[Pymes]]></kwd>
<kwd lng="es"><![CDATA[Perfiles empresariales]]></kwd>
<kwd lng="en"><![CDATA[Strategy]]></kwd>
<kwd lng="en"><![CDATA[Planning]]></kwd>
<kwd lng="en"><![CDATA[SMEs]]></kwd>
<kwd lng="en"><![CDATA[Business Profiles]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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