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In the Networks of Knowledge Just Like Companies, Brazilian Science Is Also Becoming Increasingly Global Antonio C Arlos Santom Auro, São Paulo

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In the Networks of Knowledge Just Like Companies, Brazilian Science Is Also Becoming Increasingly Global Antonio C Arlos Santom Auro, São Paulo BRAZ IS ON THE R 5,00 Year IV DES ¤ I Number 13 LI Mar/Apr 2011 I AN GN ISE A B ROAD totum R$ 12,00 In the networks of knowledge Brazilian science is becoming increasingly international CAREER INTERVIEW FINE BOUQUET Paris? New York? The new role Sao Paulo women The place to grow of Brazil, according take specialty coffees now is Shanghai to US Ambassador to US customers THE BEST OF 5,00 Year IV ¤ BY CHIEKOTOKYO AOKI Number 11 Nov/Dez 2010 , totum R$ 12,00 HOW TO GO FURTHER WITH THE HELP OF On the agency’s menu, more than 900 events every year for promoting Brazil and its companies around the world INTERVIEW INNOVATION SCIENCE Luiz Olavo Baptista, Suzano wants to The Brazilians the lawyer who be a giant in the race to is to defend Brazil in energy from recreate the at the WTO biomass cosmos PIB12 - Capa-ENG.indd 1 09/12/10 21:32 Contents A R B A / R ASAL J C CELLO R 20 MA ć I V E AIXETA C LOš Mi NELY NELY R eta P 78 28 10 22 M CAREER With its booming economy, China is a destination PINGUI V T 28 for young Brazilian executives looking to jumpstart their careers NELY CAIXETA, SHANGHAI ANTENNA ARTICLE 10 Peixonauta should be the first Brazilian 36 The importance of Brazil as a source of foreign direct cartoon to be aired on US television investment in emerging markets FEDERICA MIAZZI A VieW FROM CapitOL HILL In his first visit to Brazil, Obama is looking to EXPORTS 20 resume US-Latin America relations 38 São Paulo businesswomen open niche in US market Flávia Carbonari, Washington for specialty coffees made in Brazil TANIA MENAI, NEW YORK DESIGN Brazilian design is conquering the world inteRVieW 22 with its inventive and functional products 44 Ambassador Thomas Shannon says the US featuring a touch of Brazil recognizes the growing importance of Brazil ADRIANA SETTI, BARCELONA NELY CAIXETA, BRASÍLIA 4 P I B 48 COVER Brazilian science, just like Brazilian multinationals, is also becoming increasingly global ANTÔNIO CARLOS SANTOMAURO O ES FASHION nt Betting on its colorful costume jewelry, Sobral has left MO 60 uge O R the beaches of Rio to conquer the world / E C I SUZANA CAMARGO, ZURICH R Mau URBANISM Le 64 As it gears up for the 2012 Olympics, London shows EXECUTIVE TRAVEL that it has a lot to teach Brazil 76 Company launches a tool to help future NARA VIDAL, LONDON guests learn about the hotel before paying for their room INTERNATIONALIZATION MARCO REZENDE Multinationals need to know their way around 66 intricate local legal systems when going abroad ANTONIO CARLOS SANTOMAURO EXPRESS TOURISM The pianist Pablo Rossi guides us through the BUSINESS multi-faceted Moscow, still full of remnants 72 In just four years, São Paulo company Loktal now has from its Communist days 32 countries buying its surgical scalpels PABLO ROSSI, MOSCOW PEDRO MARCONDES DE MOURA in TRaNSIT BEACON As head of a company in Saudi Arabia, 74 Founder of Costa Rica’s National Parks Service, Alvaro Brazilian executive discovers how religion Ugalde wants to export his green model rules life ANDRESSA ROVANI PAULO STRIKER, JEDDAH P I B 5 Editorial TOTUM EXCELÊNciA EDITORIAL Nely Caixeta Knowledge without barriers PIB BRAZILIAN COMPANIES Do countries have “knowledge” borders? In terms of GO INTERNATIONAL A TWO-MONTHLY MAGAZINE FOCUSING ON geography, knowledge moves freely, but it is necessary INTERNATIONAL BUSINESS AND ECONOMICS to have a national project in order to drive its expan- Publisher sion. And that is what we are seeing today in Brazil. As Nely Caixeta • [email protected] editor Brazil’s economy is increasingly globalized, knowledge Marco Rezende is also jumping over borders and establishing itself on Contributors to this edition Andressa Rovani; Adriana Setti, Barcelona; a global scale - though incorporation of a laboratory in Armando Mendes; Flávia Carbonari, Washington; Suzana Camargo, Zurique; Federica Miazzi, another country, as Brazilian multinationals are doing, Londres; Tânia Menai, Nova York; Nara Vidal, or establishment of virtual research centers, as Embra- Londres; Pedro Marcondes de Moura, Antônio Carlos Santomauro; Pablo Rossi, Moscou; Paulo Striker, Jedá pa has done. Photo Editor With the new industrial policy and the Innovation Law, both from 2004, Max Nogueira a favorable climate for Research & Development was created, thanks to designer greater interaction between universities and companies, simplification of Renato Dantas bureaucratic processes, creation of tax incentives, and a supply of venture cover Marcelo Calenda capital. Copydesk and Preparation The cover story of this edition shows some results of these decisions, Mary Ferrarini Translation allowing Brazilian science to advance by leaps and bounds to generate Christine Puleo e Kevin Wall knowledge, even overseas. During U.S. President Barack Obama’s visit to Brazil, two agreements were signed to deepen the internationalization pro- ADVERTISING cess through which Brazilian science passes. The first will allow agencies INTERNATIONAL AND BRAZIL (55-11) 3097.0849 for scientific training in both countries to identify priority research areas [email protected] Av. Brigadeiro Faria Lima, 1903, cj. 33 for the two nations. The other intensifies academic exchange, essential to Jardim Paulistano - 01452-911 - São Paulo - SP maintain the cycle. PRINTING In an interview with PIB, the U.S. Ambassador to Brazil Thomas Shan- Editora Parma DISTRIBUTION IN BRAZIL non reiterates that now is the time to establish a comprehensive partner- Support: DPA Cons.Editoriais Ltda. (55-11) 3935-5524 – [email protected] ship between the two countries, with a more strategic view of what will Exclusive distributor: Fernando Chinaglia Direct sales: TecnoCourier – São Paulo be expected in the coming decades. “Obama’s visit is a moment of great Where to buy past copies: direct from the publisher importance for the history of Brazil and the U.S., and for the future,” he says. Administrative Consultant But this knowledge exchange is not only taking place with the U.S. Chi- Luiz Fernando Canoa de Oliveira na has become the preferred destination for young Brazilians in search of [email protected] EDITORIAL CORRESPONDENCE practical work knowledge. From Shanghai, a PIB report identifies many of Av. Brigadeiro Faria Lima, 1903, cj. 33 these professionals, who, though recent arrivals on Chinese soil, stand out CEP 01452-911 - São Paulo - SP [email protected] in the international marketplace. These are individuals who grew weary Signed articles do not necessarily represent of the crisis in Europe, and traded the continent for the economic boom the opinion of the editors. Totum reserves the right to edit or summarize letters. happening in the East. Legally responsible journalist The presence of Brazilians around the world - whether companies or Nely Caixeta (MTb 11 409) individuals – also constitutes a form of knowledge exchange among coun- PIB – Brazilian Companies go International is published by Totum Excelência Editorial tries. An example of this is Pablo Rossi, a musician who studied in Moscow Av. Brigadeiro Faria Lima, 1903, cj. 33 CEP 01452-911 - São Paulo - SP and attracts the attention of worldwide experts when he takes at seat at (55-11) 3097.0849 - [email protected] the piano. It is he who takes the PIB reader on a tour of eclectic Russian Print run for this edition Portuguese – 16.000 architecture, with strategic stops to sample a good shot of vodka to get a English – 4.000 better grasp of Moscow’s history. These are the frontiers of knowledge that are dissolving. Print run audited by Nely Caixeta 6 P I B Letters THE BEST OF BY CHIEKOTOKYO AOKI Year IV 5,00 ¤ Number 11 Nov/Dez 2010 , totum R$ 12,00 R$ HOW TO Dear editors GO FURTHEROF “I enjoy reading PIB as it reports on the WITH THE HELP experience, dilemmas and challenges faced by Brazilian companies in their internationalization process. We know this is a long road, lined with both opportunities and challenges. In this context, sharing knowledge and experience is crucial to the development of global Brazilian players. PIB is a source of information for my students and others interested in every year 900 events world agency’s menu, more than the process of internationalization.” On the Brazil and its companies around the for promoting SCIENCE INNOVATION The Brazilians INTERVIEW Suzano wants to in the race to RicARDO PimENTA Luiz Olavo Baptista, be a giant recreate the PROFESSOR AT FUNDAÇÃO DOM CABRAL the lawyer who in energy from cosmos is to defend Brazil biomass TECHNicAL COORDINATOR OF NETWORK at the WTO 09/12/10 21:32 OF INTEGRATED DEVELOpmENT PIB12 - Capa-ENG.indd 1 BELO HORIZONTE (MINAS GERAIS STATE) “PIB is an excellent informative vehicle for and flowing language, the cover story of the people involved in the international business last edition helped my students understand the world. It has helped fill the gaps and cater to a scope of ApexBrasil’s activities and to realize segment lacking in up-to-date information and that Brazil is a land full of opportunities.” with a real scope of Brazil’s effective inclusion LibiA LENDER MACEDO and participation in the international arena. COORDINATOR OF MBA IN MANAGEMENT AND For international relations students focused on MARKETING OF SpORTING ENTITIES international marketing and business, it is a UNIVERSIDADE ANHEmbi MORUmbi / LAUREATE must read. It is also published in English, which INTERNATIONAL UNIVERSITIES enriches the international business repertoire”. SÃO PAULO (SÃO PAULO STATE) PROFESSOR SÉRGIO PIO BERNARDES DiRECTOR OF GRADUATE COURSES ON MARKETING “I managed to read PIB for the first time AND BUSINESS AT ESCOLA SUPERIOR DE and I really enjoyed it. I would like to acquire PROPAGANDA E MARKETING (ESPM) both previous and future editions.” SÃO PAULO (SÃO PAULO STATE) Piotr Kulka MANAGER EASTERN EUROPE “My husband and I have been living in the US for BUSINESS SUppORT CENTER - ApEXBRASIL the last 21 years.
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