Los retos de la Nueva Teoría Estratégica frente a los Objetivos de Desarrollo Sostenible de la Agenda 2030

Resumo

From the perspective of the New Strategic Theory, formulated by Rafael Alberto Pérez in 2005, the need to situate the human at the center of communication supposes, at the same time, the establishment of new challenges for business communication activity. The 2030 UN Global Compact coincides, at this time, in the need to mobilize the business sector and commit to the 10 universal principles of the United Nations, establishing the Sustainable Development Goals (SDGs) that, without a doubt, can be established as the goals of the future. of the New Strategic Theory (NTE). We propose to address the existence of a direct correlation between the New Strategic Theory (NTE) and the SDGs, in such a way that we identify the future challenges that strategists face in relation to the management of the communication and commercials. To face this object of study, we establish a data analysis methodology in which we take as reference primary sources related to investment in communication in our country. Based on this quantitative assessment, we apply a content analysis method that will allow us to identify the application (or not) of the NTE precepts and, by extension, the monitoring of the SDGs in specific cases.