FLYING HIGH Embraer Was Founded in a School and Makes Planes for the Whole World
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totum Year 3 Number 8 Aug/ Sep 09 OIL Petrobras looks abroad for markets for the future production from the pre-salt layer IDEAS How the Amazon region is making the Argentinean pampas and Brazil´s scrublands fertile FLYING HIGH Embraer was founded in a school and makes planes for the whole world. Forty years later, it continues to pin its hopes on education to reinvent itself ANTENNA English training school to play football teaches the Brazilian way By reading, RINO you can travel the world. Travel to wherever your imagination wants to take you. Just open a book. São Paulo State Government, through Imprensa Oficial, is working to preserve the living memory of Brazilian daily life, publishing books that are culturally relevant, democratizing access to knowledge. There are over 500 titles ready to present you with new surprises, new experiences, new universes. The magic of books closer to you. www.imprensaoficial.com.br/livraria IME0409-0057_404x266_bailarina.indd 2 9/1/09 2:47:42 PM By reading, RINO you can travel the world. Travel to wherever your imagination wants to take you. Just open a book. São Paulo State Government, through Imprensa Oficial, is working to preserve the living memory of Brazilian daily life, publishing books that are culturally relevant, democratizing access to knowledge. There are over 500 titles ready to present you with new surprises, new experiences, new universes. The magic of books closer to you. www.imprensaoficial.com.br/livraria IME0409-0057_404x266_bailarina.indd 2 9/1/09 2:47:42 PM Contents COVER STORY 34 Why education played a vital role in Embraer´s transformation into a giant of the global aviation industry W.F. PADOVANI ISTOCKPHOTO MARCELO CALENDA INTERVIEW 30 Stable, fl exible and enterprising: Brazil and its people, according to ex-U.S. ambassador Clifford Sobel NELY CAIXETA BOOK HANDOUT 56 42 A manual to face the legal barriers imposed by developed countries on agricultural imports FLÁVIA CARBONARI, FROM WASHINGTON ENERGY ANTENNA 44 In search of markets for producing the 10 An English network of mini-soccer schools is pre-salt, Petrobras is shifting its spreading the “made in Brazil” concept international strategy LUCIANNE CARNEIRO TECHNOLOGY 22 A technological center born from a technical school EXPORTS in a small Minas Gerais city wants to dominate the 48 Is anyone capable of standing up to China in digital TV market both here and abroad the European nylon fabrics market? Vicunha JOSÉ MARIA FURTADO Europa believes it can. SUZANA CAMARGO, GENEVA ANALYSIS 28 A strategy still needs to be defi ned, and the support of SURVEY Brazilian multinationals must be better coordinated 51 The ranking of Brazilian RICARDO U. SENNES multinationals 4 P I B ANA ELISA ORIENTE 74 BARBARA KRAFT BARBARA KRAFT ISTOCKPHOTO 60 FINANCES 52 Brazilian banks are taking their fi rst steps to enter new fi nancial markets CLÁUDIO GRADILONE MARKET 56 Brazilian craftsmen are fi nding a new ally to expand their sales abroad – the Internet MARÍLIA SCALZO IDEAS Why the excessive deforestation of the Amazon could 78 60 transform Brazil’s Southeast into a desert JOSÉ RUY GANDRA CAREER HOW IT WORKS 74 Brazilian executives are coming 67 In the debut of our new section, discover how to home, fl eeing the international crisis produce an advertising campaign... in China and attracted by good opportunities right Antonio Carlos Santomauro here in Brazil ROSELI LOTURCO TALENTS 68 Creative Brazilian advertising executives are making GLOBE TROTTER their name in Eastern Europe and the Middle East 78 Executive Travel: The world’s best hotels, by ADRIANA SETTI, BARCELONA Marco Rezende Express Tourism: The must-dos of SPORT New York, by François Payard 73 Hunting the soccer superstars during the transfer window In Transit: Rodrigo Toni’s experience CÉLIA CHAIM of living (comfortably) in Singapore P I B 5 Editorial TOTUM EXCELÊNCIA EDITORIAL Letter to Nely Caixeta PIB the reader BRAZILIAN COMPANIES GO INTERNATIONAL An experienced Brazilian lawyer recalls that, not A TWO-MONTHLY MAGAZINE FOCUSING ON too long ago, it was standard practice for his fellow INTERNATIONAL BUSINESS AND ECONOMICS lawyers, in international meetings, to change the Publisher /[email protected] topic of conversation when they saw, from his ID tag, Contributors to this edition where he came from. This doesn’t happen anymore. Brazil has Adriana Setti ( Barcelona), Arnaldo Comin, (Madri), Armando Mendes, Andrea Flores, (Paris), Antonio Carlos become a good topic of conversation, due either to ethanol (the new Santomauro, Célia Chaim, Cláudio Gradilone, Flávia talk of the town), the success of Brazilian multinationals in global Carbonari, de Washington, François Payard (Nova York), José Maria Furtado (Belo Horizonte), José Ruy Gandra, markets, or Brazil’s political presence at international forums. Lucianne Carneiro (Rio de Janeiro), Marília Scalzo, Marco Rezende, Nara Vidal (Londres), Ricardo Sennes, Roseli How did this happen? For various reasons, but the presence of Loturco, Suzana Camargo, de Zurique, W. F. Padovani Brazilian companies abroad is certainly one of them. And out of all the cover multinationals that helped turn the world’s attention to Brazil, one jumps Marcelo Calenda Illustration off the page: Embraer, a manufacturer and exporter of high-performance Marcelo Calenda and Tato Araújo aircraft. At the end of the day, when an agricultural and iron ore designer Christiano Cinquini exporting country starts to make and sell modern aircraft, people realize Photo Editor something is changing. Celisa Beraldo photographers And if they look closer, they will see that change was only possible Ana Elisa Oriente.Felipe Christ and Fernando Battistetti because it was based on solid educational foundations – the teaching and Copydesk and Preparation research institutes created by the Aeronautical Ministry in the 1940s, in Márcia Melo Translation São José dos Campos. Loyal to its roots, Embraer continues to prioritize Brian Nicholson, Christine Puleo and Kevin Wall the creation of knowledge and education in general, offering a post- ADVERTISING graduate program to young engineers and continuing to run a first-class INTERNATIONAL AND BRAZIL secondary education school in São José dos Campos, where it is based. (55-11) 3097.0849 [email protected] This is the content of this edition’s cover story. Av. Brigadeiro Faria Lima, 1903, cj. 33 The new image of Brazil is also one of the topics of the interview Jardim Paulistano - 01452-911 - São Paulo - SP PRINTING given by the ex-ambassador of the U.S., Clifford Sobel, who stood down in Editora Parma August. The range of topics extends to a conversation with the scientist DISTRIBUTION IN BRAZIL Door to Door – São Paulo studying the Amazon “water pump” – the mechanism that feeds the fertile Portugal: Malta distribuição – Rua Antonio Carlos, 582 – 5º andar – cj. B – São Paulo lands of the center-south region of the continent with humidity. And we www.maltainternacional.com.br Where to buy: bookstore chains in round off with an article on the international plans of Petrobras in these Brazil or direct from the publisher pre-salt times. Happy reading. Administrative Consultant Luiz Fernando Canoa de Oliveira PIB is on the Internet - At www.revistapib.com.br. Now, our readers [email protected] EDITORIAL CORRESPONDENCE can access the PDF versions of past editions, as well as selected articles Av. Brigadeiro Faria Lima, 1903, cj. 33 from the current edition, which will appear in revolving fashion on the site. CEP 01452-911 - São Paulo - SP [email protected] You will also find summarized reports on what the global press is saying Signed articles do not necessarily represent about Brazil. We thought especially about those with difficulty getting the opinion of the editors. Totum reserves the right to edit or summarize letters. their hands on our printed version, in particular our readers in Brazil’s Legally responsible journalist interior and abroad. Just a few months after its Internet debut, the PIB Nely Caixeta (MTb 11 409) site had already been accessed in over 50 countries, including Angola, PIB – Brazilian Companies go International is published by Totum Excelência Editorial Thailand, the United Arab Emirates, Singapore and even the Seychelles Av. Brigadeiro Faria Lima, 1903, cj. 33 CEP 01452-911 - São Paulo - SP Islands. We look forward to you visiting our site as well. (55-11) 3097.0849 - [email protected] Print run for this edition Portuguese – 14.000 The editors English – 6.000 Print run audited by 6 P I B Letters totum Year 3 Number 7 Dear editors, May/ property regime during the It’s a pleasure to June 09 Cardoso and Lula administrations GLOBALIZATION . read a very high world CARLOS MAURÍCIO ARDISSONE Spanish multinationals the quality magazine like are conquering BRAND ANALYST AT INPI Discover how they do it! PIB throwing light PROFESSOR OF PROFESSIONAL on emerging contours MASTER’S DEGREE IN INTELLECTUAL of globalized world PROPERTY AND INNOVATION AT INPI specially aftermath RIO DE JANEIRO – RIO current global financial DE JANEIRO STATE crisis. It gives me a deep insight about Brazil, its ETHANOL I’m from Poland I heard After the crisis, biofuel gets economy, its companies, Brazil’s about PIB when the a boost from’ theand ‘green debate especially as to how they new investments magazine circulated at PIRACY are going internationally. Brazilian an Apex-Brazil event in companies to are protect ghting around I would be pleased to fi ld Warsaw. I’m doing my their brands dli g the world ki provide some articles on t i PhD in economics at t GLOBE-TROTTER il Th A quick guide to Lisbon, ’ iB by Fernando Pinto of TAP Pakistan, one of the rapidly h Y the Warsaw School ENDURINGF PASSION 01.06.09 16:59:35 It’sIt’ ‘‘French Year’ in Brazil.