WHAT THERE IS TO SEE IN EXPRESS Year IV TOURISM 5,00 ¤ Number 16 NOV/DEC 2011 BARCELONA totum R$ 12,00 Brazilian brands take off National franchises spread around the world and already account for 700 retail outlets on all continents INTERNATIONALIZATION ARCHITECTURE BEACON Companies buy Brazilians make plans for Gérard Moss, The and invest houses and commercial man who fl ies in to abroad again buildings abroad protect water supplies Contents 50 HANDOUT/WEG MARCO PASTORI MARCO GUILHERME TOSETTO GUILHERME 46 78 10 BEACON Gérard Moss aims to show how Flying Rivers carry 28 water vapor from Amazonia to the fertile land in the South Andressa Rovani and Armando Mendes DEE CONWAY DEE AGRICULTURE 32 Ceará fi rm starts to grow melons in Senegal for the European market Andréa Flores ANTENNA INTERVIEW Rio dancers Thiago Soares and Roberta Marquez 46 Marco Stefanini wanted to be a geologist but 10 in the spotlight at the Royal Ballet, in London ended up as the owner of Brazil’s biggest IT Ligia Aguilhar company, represented in 21 counties Nely Caixeta WASHINGTON OBSERVATORY 26 What happened to the American dream? INTERNATIONALIZATION Unemployment and inequality are reelection 50 After the the post-crisis slowdown Brazilian threats to Obama’s multinationals invest in the world market again Flávia Carbonari Suzana Camargo 4 P I B 36 COVER Brazilian brands, from shoes to ice cream, spread around the world through franchises Lilian Primi HANDOUT/ GIRAFFAS/FABIANO SILVA GIRAFFAS/FABIANO HANDOUT/ GLOBE-TROTTER 74 EXECUTIVE TRAVEL ARCHITECTURE Refurbished Lisbon hotel regains its fame, and 60 Brazilian architects ser foot on other continents a traditional parisian delicacy again, from North America to Africa Marco Rezende Lilian Primi EXPRESS TOURISM ARTICLE 78 Barcelona, proud capital of Catalonia, seen 68 Swiss canton development agency executive comes through the eyes of a Brazilian from Minas to Brazil to look at technology companies and Brasilia who has settled down Jocelyne Pepin Fabiano Fontenelle FINANCE IN TRANSIT 70 Overseas investors gain new funds specializing in 82 How to use INDYCAR racing to sell Brazilian Brazilian shares and bonds sweets and chocolates to American customers Rosa Symanski Rafael do Prado Ribeiro P I B 5 Editorial TOTUM EXCELÊNCIA EDITORIAL Nely Caixeta PIB BRAZILIAN COMPANIES GO INTERNATIONAL A TWO-MONTHLY MAGAZINE FOCUSING ON The Brazilian INTERNATIONAL BUSINESS AND ECONOMICS Publisher Nely Caixeta • [email protected] way of living Editors Armando Mendes and Marco Antonio Rezende Contributors to this edition Andrea Flores, Paris; Andressa Rovani; Caio Sakagami; Filipe Pelepka; Fabiano Fontenelle, Barcelona; Flávia in the world Carbonari, Washington; Lilian Primi; Lígia Aguilhar; Lizia Bydlowski; Nara Vida, Londres; Rosa Symanski; Suzana Camargo For the traveler who arrives in a foreign city, it is always a pleasant Photo editor: Guilherme Tosetto surprise, among unknown (or global) names, to find at a street corner Designer or in a corridor in a shopping centre, a familiar brand name. For a Bra- Renato Dantas zilian, it will probably be a clothes shop or a shoe shop or a parfumerie Cover or a fast-food chain- generally a franchise of a brand he or she sees and Andrea Ebert consumes at home. Together they form a little-known and studied Copydesk and Preparation niche in the internationalization of our national economy: the rapid Mary Ferrarini expansion of Brazilian franchises around the world. Translation Chistine Puleo; John Fitzpatrick; John Jardine About ten years ago, there were only 15 of them; today there are al- Paul Steele - Tristar Traduções Ltda most 70, with 700 franchised units throughout the world. And this is ADVERTISING no exaggeration. Today Brazilian Brands can be found in Saudi Arabia, INTERNATIONAL AND BRAZIL (55-11) 3097.0849 In Portugal, in Australia and the United States, as well as in Angola, [email protected] Mozambique and Japan. The reporter Lilian Primi listened to business Av. Brigadeiro Faria Lima, 1903, cj. 33 Jardim Paulistano - 01452-911 - São Paulo - SP executives, civil servants and also academics who are beginning to stu- SCREENMEDIA F: 55 11 3451.0012 dy the area and trace an outline of this form of internationalization. Of Celso Marino (11) 9141.2938 course it does not have quite the political and economic weight as the [email protected] Emilio Ruffo (11) 8585.4192 world expansion of the industrial and extractive giants we all know, but [email protected] Letra MÍDIA it carries with it a strong element that publicizes the Brazilian “way of Rua Teodoro Sampaio, 1020 - cj. 1302 life” and the image of brazil as a global country. CEP 05406-050 - Pinheiros - São Paulo –SP F: 55 11 3062.5405 | 55 11 3853.0606 But this does not mean we should cease to care about the “traditio- PRINTING nal” forms of internationalization. The reporter Suzana Camargo has IBEP Gráfi ca Ltda taken a look at the movement of big Brazilian multinationals after the DISTRIBUTION IN BRAZIL credit crunch of 2008/9. Researchers and research studies consulted Support: DPA Cons.Editoriais Ltda. agree that they are in good shape, picking up again on their rate of ac- (55-11) 3935-5524 – [email protected] quisitions and investments around the world, after an almost inevitable Where to buy past copies: direct from the publisher pause brought on by the crisis. The internationalization of Brazilian Administrative Consultant companies is keeping up with the rate of growth of the internal Bra- Luiz Fernando Canoa de Oliveira zilian market, which certainly represents an excellent performance. [email protected] EDITORIAL CORRESPONDENCE In the Beacon section, we highlight the steps of a man who has cho- Av. Brigadeiro Faria Lima, 1903, cj. 33 sen Brazilian nationality, the businessman, aviator and environmenta- CEP 01452-911 - São Paulo - SP [email protected] list Gérard Moss, who is dedicated to trying to protect this country’s Signed articles do not necessarily represent the opinion of the editors. Totum reserves the right to edit waters, one of its greatest but most neglected heritages. Finally, the or summarize letters. Washington Observatory column- news of the US capital through Bra- Legally responsible journalist zilian eyes- will cease to be written by our competent Flávia Carbonari Nely Caixeta (MTb 11 409) PiB – Brazilian Companies go international after this edition. she is taking up new professional commitments whi- is published by Totum Excelência Editorial ch will not allow her to do so. But happily she will continue to contri- Av. Brigadeiro Faria Lima, 1903, cj. 33 CEP 01452-911 - São Paulo - SP bute to PIB in other ways in Washington. (55-11) 3097.0849 - [email protected] Nely Caixeta Print run for this edition Portuguese – 15.000 English – 5.000 Print run audited by 6 P I B THE EXPRESS CHARMTOURISM Year IV 5,00 ¤ Letters Number 15 OF PUNTA DEL ESTE SEP/OCT 2011 totum R$ 12,00 R$ From apprenticeto teacher Dear editors, I enjoyed the interview with Daniela Barone Soares very much, as published in Edition 15 Brazil becomes an international cooperation player, of PIB. Unfortunately, a lot of people still see transferring successful experiences in agriculture, health and training to poorPAY countries ATTENTION NGOs as a kind of weekend charity, or even as WORK ABROAD TO HER! EMERGING CLIENTS Footwear specialists and Daniela Barone is a way of diverting public funds. I believe that Global banks pilots from Rio Grande teaching British NGOs put Brazil at the do Sul set up Brazilian to be more effi cient center of their colonies in China NGOs play a fundamental role for the proper world strategies 16/10/11 05:32 functioning of society as a whole, although the 1 importance of both individuals and corporations PIB15-ENG.indb is clear in so far as them adopting the challenge of obtaining meaningful social results with seriousness and professionalism. The interview was certainly inspirational. Congratulations for another edition replete with excellent articles. Ana Caroline Barreto Sanita BUSINESS MANAGER SÃO PAULO – SP I am Controller of a Brazilian company with business in Latin America. I read with interest the relevant material that PIB has published in its bi-monthly editions about the business of internationalized Brazilian companies. The articles underscore our confi dence that, with a lot of hard work and local entrepreneurial talent, the business opportunities around the world will become even more interesting and promising. Having followed Brazil for over a quarter Congratulations for the excellent work you do. century now, I see PIB astestament to the JOSÉ LUIZ DORIGHELLO development of Brazil from a somewhat insular SÃO PAULO – SP countryto a country integrated in the World. As a European, I am particularlypleased to The September/October of PIB was, without a see the strong ties that Brazil has developed shadow of doubt, the best of the year. I particularly with Europeancountries, as explained in the enjoyed the article on the work that Embrapa is last issue of PIB. In my own university Imeet doing to help the government of Mozambique to Brazilian students and researchers almost implement modern agriculture in the country’s every day and, as afrequent visitor to Brazil, savannahs. When the company is cited in any article I see a country eager to receive the World. we get to know a little more about the enormous PIB keeps me up to date, not just on business efforts our researchers are making to develop new and development, but alsoon research and technologies – and this is something Embrapa culture, reminding us why Brazil is now among does the best. Thanks to its researchers, Brazil is theleading developing economies of the World. currently a world leader in the sectors of agriculture BENT JORGENSEN and livestock.