¿Queremos Modelos Productivos Sostenibles y Ecoinnovadores en la era del Siglo Xxi?

Currently, entities work in highly competitive markets and with continuous economic and social changes, which mean that management models must be aligned with the Sustainable Development Goals (SDG). Specifically, this work is aligned with SDG 12 “responsible production and consumption”. The main objective of this work is to design a production model focused on a brand orientation that is committed to sustainable development in each of its dimensions and in relation to the management of happiness. For this, a cross-sectional correlational study has been developed with primary data through a survey with a sample of 216 directors of SMEs in Andalusia in the construction, industry and services sectors. The analysis has been carried out through the design of a structural structure model (SEM), which has made it possible to analyze the main dimensions of brand orientation, and, consequently, to study its effect on the management of the happiness of people. SMEs. The results achieved show that the brand orientation dimension directly influences the business culture of Happiness Management.