La “Marca País” en la administración cultural: variable estratégica en la sociedad global de las negociaciones

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Winston Licona Calpe; Rodrigo Vélez Bedoya


Se desarrolla el concepto de “marca país” mediante la teorización crítica de la cultura como asunto transversal de las actividades sociales y económicas en los países de la era de la
globalización (apócope de los efectos de la globalización en lo local), o época de los acuerdos sociales a través de la relación negociada entre lo local y lo global en donde el soporte o eje es la cultura. La marca país como variable estratégica se convierte en asunto de las políticas y las prácticas de administración, clave de competitividad perdurable. Ilustra la importancia de la cultura y su dinámica en la construcción del PIB de las naciones. Resalta el papel estratégico de la cultura en el juego de las negociaciones asimétricas. Propone la integración de la administración y la cultura como factor de diferenciación y permanencia social y económica.

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