Resumo

SIXTO GARCIA, José; OSELLA*, Pilar  e  UGARTE, Matías. Strategic Planning of Public Institutions Regarding the Gender Matter. anagramas rumbos sentidos comun. [online]. 2009, vol.8, n.15, pp.127-139. ISSN 1692-2522.

Strategic planning provides benefits for all organizations, regardless of their size or experience. When the institution needs to achieve the highest yield, it requires an efficient strategic planning which allows defining with accuracy its objectives and policies and driving towards a better coordination of efforts. In fact, a strategic plan consists of an adjustment of the organization to the opportunities of an environment under permanent change, adjusting current actions to a future and totally using internal resources which give an advantage over competition. This article analyzes the way how Argentinean state (public organization of analysis in this case) conceives matters of gender at the time of executing policies addressed to institutions where there are still gender relations, constructing communication and information devices of such policies in which the generic imaginary proposed by the State is being presented through images or speeches, For such a purpose, communication tools, marketing, and strategy are used, as well as socio-semiological models, for the initial analysis of gender relations in the country's families (real cores where there are power structures) for verifying if they are possible to be taken to public and institutional atmospheres.

Palavras-chave : Strategy; planning; gender relations.

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