Las relaciones entre la AECID y Santillana en Uruguay: reflexiones desde el soft power (2000-2018)

Abstract

Santillana plays a key role in education in Ibero-America and is in relationship with the markets, the media, cooperation agents and governments in the region. Present in twenty-one Latin American countries, the region constitutes the company's main market. There are elements such as Spanish cooperation, through AECID's business diplomacy, which protects, facilitates and reinforces the synergy between the publishing company and the region. Considering the figure of the Enterprise and Cooperation Development table, the legislative measures in Uruguay that regulate exports and capital inflows in this sector and lastly, through a list of public tenders in Uruguayan education aimed at this company wants to reconstruct the characteristics of the vertex formed by the State, the market and society based on the premise that the Uruguayan publishing industry is a deregulated market that facilitates the entry of capital such as Santillana.