¿Se está gestando una nueva teoría estratégica desde Iberoamérica? Revisión y comparación del campo Anglosajón e Iberoamericano

Abstract

In 1994 Prahalad and Hamel ask for a new strategic paradigm, the answer to this call come from the book «Estrategias de Comunicación» (Perez, 2001) and then by experts from FISEC (The Iberoamerican Strategic Communications Forum).

But, can we say that is a new theory? it´s really from Ibero-America?, are Anglo and Ibero academics interests in any way similar? To answer this questions we review 20 of the major academic journals in the english spoken world and then compare its subjects with the current Iberoamerican studies. The focus was on the three categories of greater presence: (a) The relevance and role of communication, (b) interpersonal relationships within organizations (micro-level) and (c) narrative and discourses studies.