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Go Further with the Help Of 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 Contents 66 RICARDO TELLES 40COVER How ApexBrasil works to convince the world of the quality of the products made in Brazil Nely Caixeta HANDOUT CERN 24 30 HANDOUT 80 10 76 HANDOUT HANDOUT THE YEATMAN JNTO BEACON GLOBE-TROTTER 30 The Peruvian fi rst lady, Pilar Nores de García INTERNATIONALIZATION 76 EXECUTIVE TRAVEL ANTENNA has begun to export initiatives for combating 58 São Paulo works to integrate the Latin New York at the price of a banana, an island of 10 Hand-made toys for the children now win over the poverty American capital markets into the happiness in Abu Dhabi and new European market Nely Caixeta BMF&Bovespa airline routes to Brazil. Andressa Rovani Eliane Simonetti Marco Rezende TECHNOLOGY A VIEW FROM CAPITOL HILL 32 Suzano wants to reach its 100th BUSINESS EXPRESS TOURISM 22 What Brazil gains or loses from the new anniversary as a world biotechnology 64 Decades after the arrival of the Brazilian Corporate leader Chieko Aoki combines the traditional complexion of the United States Congress giant by investing in innovation multinationals in Africa, now the banks are and the modern tracking the route from Tokyo Flávia Carbonari, Washington Alessandro Greco discovering the continent Chieko Aoki Andressa Rovani SCIENCE INTERVIEW IN TRANSIT 24 Meet the Brazilians who are part of the European 54 Luiz Olavo Baptista, the lawyer from Brazil at 68 ANALYSIS From student in Oxford to the World Bank, physics center which reveals in laboratory what the WTO, says that the country knows how to Hit by the crisis, Spain begins to wake up to the adventures of a Brazilian in the happened after the Big Bang act to defend its commercial interests the challenge of overcoming its limitations struggle against global warming Suzana Camargo, Geneva Nely Caixeta Adriana Setti, Barcelona Eduardo Ferreira 4 P I B P I B 5 Editorial TOTUM EXCELÊNCIA EDITORIAL A good Nely Caixeta PIB BRAZILIAN COMPANIES GO INTERNATIONAL pilot A TWO-MONTHLY MAGAZINE FOCUSING ON INTERNATIONAL BUSINESS AND ECONOMICS Odessy. This is how one could define the trials and Publisher tribulations of a company in the throes of internatio- Nely Caixeta • [email protected] editor nalization. They involve adventures, facing the unex- Marco Rezende pected, dangers and concessions. This is because to win Contributors to this edition Alessandro Greco, Andrea Flores, Paris, Andressa Rovani, over the world is no easy task. It is necessary to find a Adriana Setti, Barcelona, Armando Mendes, Chieko Aoki, Eliane Simonetti , Eduardo Ferreira, window that is lit twenty-four hours, seven days a week Flávia Carbonari, Washington, for your product, in the right country, at the right time, Suzana Camargo, Zurique and W.F.Padovani Photo Editor and where the language of business is spoken. Max Nogueira For the small and medium-sized Brazilian companies, however, the tran- sition between being a national plant in a small pond, and a deep-rooted tree designer Renato Dantas in the foreign markets, is eased by an experienced gardener in this field: the cover Brazilian Trade and Investment Promotion Agency – or just ApexBrasil. In Marcelo Calenda Copydesk and Preparation 2010 alone, this institution has promoted the presence of Brazil at more than Mary Ferrarini 900 events worldwide – at a pace of almost three international shows a day. Translation Christine Puleo, John Jardine, Kevin Wall and The example of ApexBrasil supports a recent survey carried out by the Paul Anthony Harold Steele Inter-American Development Bank: that with a trade development agency ADVERTISING working for it, a country can go a lot further much faster. The analysis re- INTERNATIONAL AND BRAZIL vealed that opening an office abroad to support foreign trade results in an (55-11) 3097.0849 [email protected] increase in exports of 5.5 times more than when the same task is designated Av. Brigadeiro Faria Lima, 1903, cj. 33 to an Embassy. The cover story of this edition shows just how this formula Jardim Paulistano - 01452-911 - São Paulo - SP PRINTING is being applied by Brazil. Editora Parma But it is not just products that provide depth to Brazil’s presence abroad. DISTRIBUTION IN BRAZIL Support: DPA Cons.Editoriais Ltda. Suzana Camargo writes, from Geneva in Switzerland, about the tireless (55-11) 3935-5524 – [email protected] Exclusive distributor: Fernando Chinaglia search by scientists from all around the world – of whom 78 are Brazilian Direct sales: TecnoCourier – São Paulo – at Cern, the European Center for Nuclear Research, to reproduce what Where to buy past copies: direct from the publisher happened after the Big Bang, when the universe was created. One of the Administrative Consultant Luiz Fernando Canoa de Oliveira main drivers that helps Cern work so well is international collaboration. [email protected] We also include an interview with Luiz Olavo Baptista, a lawyer from EDITORIAL CORRESPONDENCE Av. Brigadeiro Faria Lima, 1903, cj. 33 São Paulo who has been retained by Itamaraty to represent Brazil in the CEP 01452-911 - São Paulo - SP World Trade Organization disputes, is committed to fighting in the trenches [email protected] Signed articles do not necessarily represent for Brazilian international trading rights and to defending the country’s the opinion of the editors. Totum reserves interests with the World Trade Organization. the right to edit or summarize letters. This is the first edition to include a new section called Beacon, through Legally responsible journalist Nely Caixeta (MTb 11 409) which readers can follow the latest inspirational ideas being talked about PIB – Brazilian Companies go International around the world. The first person interviewed was Pilar Nores de Garcia, is published by Totum Excelência Editorial Av. Brigadeiro Faria Lima, 1903, cj. 33 an Argentine economist who launched a program to fight poverty in Peru, CEP 01452-911 - São Paulo - SP which has since been copied by the United Nations. To close, we suggest (55-11) 3097.0849 - [email protected] Print run for this edition a special stop in Tokyo for travellers visiting Japan with business in mind, Portuguese – 15.000 to contemplate the perfect combination between the traditional and the English – 5.000 modern, with the expert Chieko Aoki as their guide. Print run audited by Nely Caixeta 6 P I B Letters Ano IV Number 11 Ago/Set 2010 ¤ 5,00 R$ 12,00 totum OASIS Why European multinationals are offsetting their losses Dear editors in Brazil I am a student of foreign trade and recently had the opportunity to read some of the English version issues of PIB. The magazine, with which I first became acquainted during a visit to the Brazilian embassy in Caracas, HALAL DIET has some interesting content, is instructive How to export food to Islamic POSITIVO countries and makes for very agreeable reading. Teaching the Congratulations to the entire team at PIB. world a new way of learning HENRY JOSÉ NUNEZ LA URBINA AN ANT ARMY CARACAS VENZUELA After assembling direct sales networks in Latin America, Natura is now internationalizing its production line 06/09/10 04:08 Students and lecturers of the Foreign Trade course at Methodista appreciate the content 01-PIB11-capa-ENG.indd 1 of PIB magazine which combines information and knowledge at the speed required by lacuna in the Brazilian media. I was happy to see the world of international business. that the magazine’s editor is the journalist, Nely PROFESSOR JOÃO ALMEIDA SANTOS Caixeta who I knew many years ago in the interior COORDINATOR OF THE FOREIGN TRADE of Minas Gerais. When there is competence, COURSE AT METHODISTA knowledge and a will we can become leaders. SÃO PAULO – SP ROSA MUBARAK I have been reading PIB magazine since its ELETROBRÁS – FURNAS first edition. When I changed jobs I made RIO DE JANEIRO – RJ a point of introducing the magazine at the When I was 18 years old, 62 years ago, my new address and making it known to all. It mother, who was German, won a competition for is good to see Brazil to the fore in the world readers sponsored by Selections of the Reader’s and PIB helps perform this function very Digest. Now it’s my turn to write to you, not well through the various topics covered and to compete with my mother’s achievement interesting questions examined. PIB is a obviously, but to say how happy I am each time magazine which makes you want to read I receive my copy of the bi-monthly magazine. thanks to its color scheme, interesting front It is comprehensive for those who have an cover headlines and creative reports. interest in politics, business, handcrafts and CIDA MARTINS fashion. After reading the magazine from cover ARENT FOX LLP/ ATTORNEYS AT LAW to cover, I pass it on to a friend in the United WASHINGTON DC States. PIB is an exceptional magazine. Even the advertisements are a cut above the average. After buying PIB at a newsstand in downtown Rio, I was impressed with the magazine’s LISA MATULA reports both in relation to the content of the SÃO PAULO - SP subject matter as well as the quality of the graphic design. All this makes for a first class To acquire past editions of PIB, please send your publication, filling an important and unique request via email to [email protected].
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