<?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>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902020000200080</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2020v20n2.03</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Articulación de la ética y la estrategia para integrar expectativas de los grupos de interés a través del propósito superior]]></article-title>
<article-title xml:lang="en"><![CDATA[Articulation of ethics and strategy to integrate stakeholder expectations through higher purpose]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Giraldo Hernández]]></surname>
<given-names><![CDATA[Gina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<volume>20</volume>
<numero>2</numero>
<fpage>80</fpage>
<lpage>111</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902020000200080&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902020000200080&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902020000200080&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Con el presente artículo se pretende contribuir a la reflexión sobre las implicaciones que tienen las decisiones y acciones de las empresas en la sociedad para buscar una alternativa que les permita incluir en sus estrategias no solo las aspiraciones de los accionistas, sino también las expectativas de los demás grupos de interés. Para lograrlo, se recurre a los autores que han contribuido a consolidar la estrategia como campo de estudio y a profesores de la Escuela de Valencia. En este texto se reconoce la interdependencia humana y la importancia de que los diferentes actores sociales, entre ellos las empresas, participen desde sus roles en la sociedad para lograr los resultados que esperan y, a la vez, generen un impacto positivo en su entorno. Como conclusión, se propone que para incorporar las expectativas de todos los grupos de interés, las empresas articulen no solo su modelo de negocio con el propósito superior y sus objetivos, sino también la ética con la estrategia.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article is intended to contribute to the debate on the implications of the decisions and actions of companies in society, to find an alternative that allows them to include in their strategies not only the aspirations of the shareholders, but also the expectations of other stakeholders. To achieve this, we rely on the authors that have contributed to consolidating the strategy as a field of study and on professors from the School of Valencia. This text recognizes human interdependence and the importance of different social actors, including companies, participating according to their roles in society to achieve the results they expect and, at the same time, generating a positive impact on their environment. As a conclusion, it is proposed that, in order to incorporate the expectations of all stakeholders, companies articulate not only their business model with the higher purpose and objectives, but also ethics with strategy.]]></p></abstract>
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<kwd lng="es"><![CDATA[ética]]></kwd>
<kwd lng="es"><![CDATA[estrategia]]></kwd>
<kwd lng="es"><![CDATA[grupos de interés]]></kwd>
<kwd lng="es"><![CDATA[propósito]]></kwd>
<kwd lng="es"><![CDATA[objetivo]]></kwd>
<kwd lng="es"><![CDATA[M14]]></kwd>
<kwd lng="es"><![CDATA[L1]]></kwd>
<kwd lng="es"><![CDATA[L2]]></kwd>
<kwd lng="en"><![CDATA[ethics]]></kwd>
<kwd lng="en"><![CDATA[strategy]]></kwd>
<kwd lng="en"><![CDATA[stakeholders]]></kwd>
<kwd lng="en"><![CDATA[purpose]]></kwd>
<kwd lng="en"><![CDATA[objective]]></kwd>
<kwd lng="en"><![CDATA[M14]]></kwd>
<kwd lng="en"><![CDATA[L1]]></kwd>
<kwd lng="en"><![CDATA[L2]]></kwd>
</kwd-group>
</article-meta>
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