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Brazil After the Disaster

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Brazil After the Disaster totum Year 2 Number 6 Dec 08/ Jan 09 THE WORLD WANTS BARBECUE Asia is being invaded by Brazilian-style barbecues, serving EXECUTIVES UNDER THREAT all-you-can-eat rodízio In times of risk, companies demand new talents and offer LET’S HEAR IT insurance against (honest) FOR BRANDING on-the-job mistakes Companies harness the power of design and ideas to conquer global markets BRAZIL AFTER THE DISASTER Discover what companies are doing to survive in a world that’s traumatized by crisis and threatened with recession GLOBE-TROTTER Buenos Aires: the best way to spend a few hours... or days Contents COVER STORY A new 24fl ight plan How Brazil’s major companies are facing the crisis – and planning for afterwards Eliana Simonetti 62 58 68 PHOTOS: HANDOUT ANTENNA MARKETING GASTRONOMY NEY DOS REIS 10 Gastronomy – a way to win new business 44 Brazil has origin-certifi ed products 68 The world falls in love with Brazilian barbecue 44 Antônio Carlos Santomauro Adriana Setti SURVEY 18 New data on Brazilian TEST RANKINGS internationalization 48 How much do you know about 72 Brazil: win some, lose some Armando Mendes the globalized world? in the latest global surveys Arindam Bhattacharya, James Hemerling and Harold Sirkin Armando Mendes OPINION 20 Will Obama bring Brazil YOUR CARREER EXPORTS a new business climate? 50 Executives today have more 74 Haco fi ghts for top spot in the world labels market Diego Z. Bonomo power – and more risks Maurício Oliveira Christine Puleo INVESTMENT INTERNATIONALIZATION 22 APEX-Brasil is attracting TECHNOLOGY 76 Cinex licks its wounds after an new funds for Brazil 54 Even in the crisis, Totvs has strong client demand internationalization bid turned sour Nely Caixeta Vicente Vilardaga Arlete Lorini ANALYSIS STRATEGY FAIR TRADE 34 The Itaú-Unibanco merger: 58 How branding can help you win global markets 77 Caboclo turns traditional Brazilian what it really means Flávio Dieguez peasant sandals into European fashion Roberto Luís Troster TALENT Adriana Setti EMERGING NATIONS 62 Top New York fashion designer Francisco Costa Will the BRICs build something new? hails from a small Brazilian town GLOBE-TROTTER 36 :: How to survive Bruno K. Reis Nara Vidal 78 Business Traveler a terrorist attack on your hotel INTERVIEW: RUBENS RICUPERO BIOTECHNOLOGY Express Tourism :: Buenos Aires 40 It all depends on Obama and China 64 Biodiversity spells new products – and good business has more than just tango Nely Caixeta and Armando Mendes Flávio de Carvalho Serpa In Transit :: Rui Porto 4 P I B P I B 5 Editorial TOTUM EXCELÊNCIA EDITORIAL Nely Caixeta Not Afraid of the Crisis Things were going so well for Brazil just recently, PIB economically speaking, and for Brazilian companies BRAZILIAN COMPANIES around the world. It’s a pity we have to change GO INTERNATIONAL the subject, exactly in our Christmas edition. A TWO-MONTHLY MAGAZINE FOCUSING ON INTERNATIONAL BUSINESS AND But the crisis is with us, in all its depth and fury. We can’t just ECONOMICS, FROM TOTUM ignore it. There’s a general understanding that we’ll hit bottom Editor sometime in 2009. After that, anyone who’s been doing their Nely Caixeta • [email protected] Contributors to this edition homework properly can hope to reemerge into a different Antonio Carlos Santomauro, Armando Mendes, Bruno K. Reis, Carolina de Sá, Christine Puleo, world, one full of opportunities both in Brazil and abroad. Eliana Simonetti, Flávio de Carvalho Serpa, Flávio In this edition, we gave ourselves the task of discovering just how the Dieguez, Glaucy Vulcano, Marco Rezende, Roberto Luis Troster, Rui Porto e Vicente Vilardaga. major Brazilian companies with international operations are preparing Barcelona: Adriana Setti e Daniel Setti. Florianópolis: Maurício Oliveira. Londres: Nara Vidal. Paris: for the turmoil in their various markets and how they plan to avoid (or at Andréa Flores. Porto Alegre: Arlete Lorini least minimize) the consequences and dangers that lie ahead. Our lead Design Karina Gentile e Maurício Fogaça story by Eliana Simonetti shows how each company in its own way is Página Mestra making the necessary adjustments. The goal of Brazil’s most important cover companies is not just to survive and preserve – as far as possible – their Marcelo Calenda ILlUSTRAtions workforce and clients; they also see it as essential to reposition their Enio Longo activities to account for the drastic shrinkage in other Photo Editor Glaucy Vulcano economies, above all the powerhouse called China. Copydesk and Preparation However, the major Brazilian companies which Márcia Melo Translation produce foodstuffs and other commodities, energy Brian Nicholson e Johann Weber and hi-tech products know that their real opportunity lies in maintaining their ability to produce what ADVERTISING INTERNATIONAL AND BRAZIL the world wants. Like Harold Sirkin, co-author of (55-11) 3097.0849 [email protected] Globality: Competing with Everyone from Everywhere Av. Brigadeiro Faria Lima, 1903, cj. 33 for Everything said: “Brazil has what the world Jardim Paulistano - 01452-911 - São Paulo - SP HANDOUT needs.” When the world starts buying again in large PRINTING Nara Vidal, Editora Parma quantities, companies must be able to deliver. DISTRIBUTION IN BRAZIL from London Support: Edicase - www.edicase.com.br for PIB To help understand what’s happening, we Exclusive distributor: Fernando Chinaglia heard important specialists and academics. One Mailing: Postal House Portugal is ambassador and former finance minister Rubens Ricupero, an Malta Distribuição Av. Paulista, 2001, cj. 815 - 01311-300 - experienced observer of crisis since he served in Washington in São Paulo (SP) - www.maltainternacional.com.br the 1970s. Read his fascinating interview on page 38. Another is Administrative Consultant Roberto Luis Troster, former chief economist of the Brazilian Banking Luiz Fernando Canoa de Oliveira Federation, who analyzes the impact of the merger between Itaú and [email protected] EDITORIAL CORRESPONDENCE Unibanco and the international prospects of this new financial giant. Av. Brigadeiro Faria Lima, 1903, cj. 33 To finish on a lighter note, we decided to upgrade the Globe-Trotter CEP 05426-100 - São Paulo - SP [email protected] section. This now has helpful hints to make your business trips Signed articles do not necessarily represent both useful and enjoyable, tips for some quick tourism in foreign the opinion of the editors. Totum reserves the right to edit or summarize letters. cities, and finally our traditional In Transit section with the Legally responsible journalist personal experiences of some notable global road warriors. Nely Caixeta (MTb 11 409) PIB – Brazilian Companies go International In the same spirit, we have a story from Nara Vidal, born in the is published by Totum Excelência Editorial small interior town of Guarani, who grew up with Francisco Costa, Av. Brigadeiro Faria Lima, 1903, cj. 33 CEP 05426-100 - São Paulo - SP currently a top fashion designer in New York. Vidal has also gone (55-11) 3097.0849 - [email protected] international, living in London where she has a real estate business. Print run for this edition Portuguese – 14.000 English – 6.000 Print run audited by PricewaterhouseCoopers THE EDITORS 6 P I B Letters Congratulations on the first anniversary of PIB. I am a professor and researcher at the Dom Cabral Foundation, and whenever possible I use your articles with my students. They are always very well received. ANDERSON ROSSI Dom Cabral Foundation Nova Lima (MG) PIB Magazine is doing a really worthwhile job. I am delighted to see such high-quality informative material being produced in and for Brazil. ALMEIRI SANTOS Real Trade Magazine Toronto – Canada I am a 23-year-old university student and reader of your excellent publication, I was delighted to read your which offers a precise panorama story about Votorantim of the international insertion of Brazilian companies and – in the final in PIB Magazine. Our instance – of Brazil itself. Please keep group has always been on producing this fine magazine. focused on overcoming THIAGO PIRES Juiz de Fora (MG) challenges. Business and personnel management After living for 30 years outside of Brazil it for an increasingly was wonderful to receive here in the United global operation is a States a magazine that seeks to report on Brazil’s new imagine in the world. The stories challenge we will spare are interesting, concise and very informative. no effort to overcome. The magazine is headed in the right ANTÔNIO ERMÍRIO DE MORAES direction. We who live abroad need to know President of the Board about Brazil’s successes in today’s world. Votorantim Group SILVIA SCHOTTINGER São Paulo (SP) New Jersey, USA Please address letters and e-mail to: The Editor, PIB – Avenida Brigadeiro Faria Lima, 1903, cj 33 – São Paulo, SP, 01452-911 – Brazil; [email protected] 8 P I B Antenna AGENCE TV Brazilian cinema in Canada BRAZILIAN FILMS and music are warming up the chilly Canadian winter. The second edition of Brazil Film Fest/Festival du Film Brésilien, in Toronto and Montreal, celebrated 50 years of Bossa Nova by showing Os Desafi nados (Walter Lima Jr.), Vinicius, by Miguel Faria Jr, and Bossa Nova, by Bruno Bar- reto. The Canadians were also treated to 1960s classics such as Assalto ao Trem Pagador, by Roberto Faria, and some contemporary production including musicals Os Dois Filhos de Francisco, by Breno Silveira and Cazuza, by Walter Carvalho and Sandra Werneck. A total of 25 fi lms were shown between the end of November and the start of December. The Jangada Cultural Associa- tion, which promotes Brazilian cinema abroad, organized the event. French Year starts with business GARY718 / 123RF French invasion HANDOUT NEXT YEAR, 2009, will be French ing centers. The presence of French between 250 and 600 jobs would Smaller cake, Year in Brazil, but the marathon of President Nicolas Sarkozy in Brazil be created at the Helibrás factory in meetings and events started early, at the end of the year will strengthen Itajubá, in Minas Gerais state.
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