Year II Number 4 Jun/Jul 2008 ¤ 3,50 totum FRANCHISING ALBERT FISHLOW The challenge “Brazil needs an open is to apply economy if it wants to Brazilian joint the technological experience in vanguard” foreign markets ROCK IN RIO looKING OUtwarD Festival takes Specialized root in Europe; services are winning next step customers in the China? global arena globais José Carlos Grubisich, president of Braskem, with a toy car made of recyclable ethanol- ON THE based green plastic Í! A InnoVatIon TRAIL tates Brazilian flair for producing and developing technology sparks admiration and points to new paths for business THIS IS AÇ A reda fruitmarket from in the AmazonUnited S finds 010584_404X266_326.pdf June 18, 2008 19:14:03 1 de 1 Odebrecht. Growin galong with Brazil. 71.5% REVENUE PER BUSINESS AREA Chemicals &Petrochemicals: US$12.7 billion 0.1% Engineering &Construction: US$5.0 billion 0.2% Sugar, Ethanol &Bioenergy: US$15.8 million Other: US$27.0million 28.2% 1.1% 17.3% REVENUE 66.2% PER GEOGRAPHIC 5.4% AREA E US$17.7bi 59,000 5.2% Brazil: US$11.7 billion NU US$ people on payroll US$10.0bi 11.2bi 4.8% South/Central America: US$3.0 billion EVE 131,000 Africa: US$959.8 million sub-contractors SR USA:US$ 920.2 million ENGINEERING&CONSTRUCTION Europe: US$861.5 million OS projects projects GR in Brazil worldwide Asia/Middle East and other: 2005 2006 2007 82 83 US$16.8bi US$200.4 million US$2.0bi S US$10.8bi 5.0% US$1.2bi US$9.3bi 24.0% US$ 2.3Brazilian 00companies 6.0% 1.1bi ET exporting goods 8.0% and services for our projects ASS in other countries A AL CHEMICALS&PETROCHEMICALS ITD TOT production of EB ECONOMIC WEALTH GENERATED 2005 2006 2007 2005 2006 2007 57.0% 8 MILLION Value Added for Distribution: US$5.6 billion metric tons of chemicals Odebrecht is Latin America’s largest construction company and petrochemicals manufacturer, and Brazil’s number one service and petrochemicals Compensation for Work (Members): US$1.4 billion Governments (taxes): US$3.2 billion exporter. Our Group is made up of thousands of people working to create wealth, work opportunities, and economic, technological, plants in Alagoas, environmental and social development for the communities we serve and ensure asustainable future. We are proud to present Bahia, Rio Grande do Sul Financial Sector (interest on loans): US$455.0 million and São Paulo the results we achieved in 2007, particularly because we have not only grown, but are growing along with Brazil. 18 MinorityShareholders (dividends): US$330.2 million patents filed in 2007 Controlling Shareholders (dividends): US$254.6 million 24 ORGANIZATION SOCIAL INVESTMENTS US$ invested in: cultural social environmental 23.2 MILLION 47projects 176projects 30projects 010584_404X266_326.pdf June 18, 2008 19:14:03 1 de 1 Odebrecht. Growin galong with Brazil. 71.5% REVENUE PER BUSINESS AREA Chemicals &Petrochemicals: US$12.7 billion 0.1% Engineering &Construction: US$5.0 billion 0.2% Sugar, Ethanol &Bioenergy: US$15.8 million Other: US$27.0million 28.2% 1.1% 17.3% REVENUE 66.2% PER GEOGRAPHIC 5.4% AREA E US$17.7bi 59,000 5.2% Brazil: US$11.7 billion NU US$ people on payroll US$10.0bi 11.2bi 4.8% South/Central America: US$3.0 billion EVE 131,000 Africa: US$959.8 million sub-contractors SR USA:US$ 920.2 million ENGINEERING&CONSTRUCTION Europe: US$861.5 million OS projects projects GR in Brazil worldwide Asia/Middle East and other: 2005 2006 2007 82 83 US$16.8bi US$200.4 million US$2.0bi S US$10.8bi 5.0% US$1.2bi US$9.3bi 24.0% US$ 2.3Brazilian 00companies 6.0% 1.1bi ET exporting goods 8.0% and services for our projects ASS in other countries A AL CHEMICALS&PETROCHEMICALS ITD TOT production of EB ECONOMIC WEALTH GENERATED 2005 2006 2007 2005 2006 2007 57.0% 8 MILLION Value Added for Distribution: US$5.6 billion metric tons of chemicals Odebrecht is Latin America’s largest construction company and petrochemicals manufacturer, and Brazil’s number one service and petrochemicals Compensation for Work (Members): US$1.4 billion Governments (taxes): US$3.2 billion exporter. Our Group is made up of thousands of people working to create wealth, work opportunities, and economic, technological, plants in Alagoas, environmental and social development for the communities we serve and ensure asustainable future. We are proud to present Bahia, Rio Grande do Sul Financial Sector (interest on loans): US$455.0 million and São Paulo the results we achieved in 2007, particularly because we have not only grown, but are growing along with Brazil. 18 MinorityShareholders (dividends): US$330.2 million patents filed in 2007 Controlling Shareholders (dividends): US$254.6 million 24 ORGANIZATION SOCIAL INVESTMENTS US$ invested in: cultural social environmental 23.2 MILLION 47projects 176projects 30projects Content 80 HESS W E R AND RT ERO Z ENCOU ITT NCIA O B O I AGÊ JUL 10 22 INTERVIEW 10 Albert Fishlow 50 Bruno K. Reis and Armando Mendes ANTENNA 16 Brazilian cinema conquers France Andréa Flores, in Paris ON THE ROAD 21 WEG goes to India Clayton Netz SPECIAL REPORT 22 Rock in Rio takes root in Europe Adriana Setti, in Madrid REPORT 38 Brazilian services find their niche Flávio Carvalho Serpa E P N/HY I OL P M A ULO P ULO A P 4 P I B COVER STORY On the 28Innovation Trail A select group of Brazilian companies is showing the world the Brazilian way of producing and developing technology By Armando Mendes /AFP A M LI O O I C RI U MA Marisol in Milan OPINION 42 Mauricio Oliveira, in Jaraguá do Sul 64 Don’t blame ethanol José Carlos Hausknecht Winning the Workout War 45 YOUR CAREER 68 The important of thinking globally Stefanini’s Second Great Leap Márcia Rocha 46 Lucianne Carneiro, in London FINANCE America falls for Açaí 72 Emerging markets make multinationals smile 48 Adriana Maximiliano, in Washington Adriana Wilner New challenges for franchising GLOBE-TROTTER 50 75 Mônica named Ambassador for Tourism NEW MARKETS EXPRESS TOURISM 54 South-South success silences the critics 80 The best of London, in a few hours Nara Vidal, in London What we learn from Chile 56 Nely Caixeta, in Santiago do Chile IN TRANSIT 82 My first time around the world BOOK REVIEW Pierre Schürmann 60 The revolution of the “new multinationals”, by Andrea Goldstein P I B 5 Aviso Revista PIB tr.indd 4 17/6/08 15:40:02 Aviso Revista PIB tr.indd 5 17/6/08 15:40:05 Letters MAURICIO DE SOUSA Soccer star Ronaldinho is leading an international attack by Brazilian cartoon characters PIB is an innovative publication, one the market has THE SECRETS OF SABÓ Buying factories been waiting for. The excellent stories and stylish in Europe was the design are a tribute to the competence and merit of Internationalization: key to keep on growing in Brazil your editors and collaborators. Just a pity you didn’t REAL ESTATE start years ago. CAN YOU The promise Ruy CoutINHO, President of LatinLink Consultoria of big profi ts is attracting Brasília (DF) AFFORD TO European MISS OUT? investors Vale to buy Anglo-Swiss I would like to know if there’s a digital version of PIB The attempt by mining giant s t fi e n e b competitor Xstrata sparks a debate about the No. 1 available? I saw the magazine when I was doing CAN YOU and risks of Brazilian companies investing abroad some temporary work at the Brazil Institute, in the AFFORD TO Woodrow Wilson Center in Washington. Now I’m at MISS OUT? the Council on Competitiveness and would like to use globais some of the PIB stories in a small book I am publishing. JonatHAN KARVER, The Council on Competitiveness Washington, USA — Digital versions of PIB in English and Portuguese are available for download on our site R$ 10,00 www.totumex.com.br Year 2 Number 3 Apr/May 2008 I am a graduate in International Relations at the GREENinternational STRATEGIES success How sustainability can bring totum UNESP/Franca (SP) University. All through my course, the internationalization of companies in emerging economies was the focus of my studies and research, Increasing the global value including my final thesis in 2006. I collect information of the Brazilian brand, and about the subject and was very pleased when I international recognition of the discovered PIB magazine. Now I’m a loyal reader! DIEGO JOSÉ PESSOA creative quality of our products, Franca (SP) depend more on things that we as a country can do, and less Recently I had the opportunity to read PIB, a magazine I hadn’t seen before. Just one comment – impressive. on anything else. Your precise I particularly noted the quality of the stories. and wide-ranging report on CARLOS FERREIRINHA, Director President of MCF Consultoria Mauricio de Sousa Produções São Paulo (SP) made me proud to be able to be a A great magazine, offering a new perspective. Very part of this process of spreading informative and varied, with fluent and pleasing text. the word. Congratulations to The layout is stylish and attractive. Congratulations – and may PIB flourish! PIB magazine for encouraging RONDES MACHADO Brazilian potential and for the Rio de Janeiro (RJ) space dedicated to my ‘kids’. I just received your magazine – it’s a really good MAURICIO DE SOUSA product. Congratulations! President of Mauricio de Sousa Produções MIRIan GuaRacIaba, Presidential assistant, Petrobras São Paulo (SP) Rio de Janeiro (RJ) Please address letters and e-mail to: The Editor, PIB – Avenida Brigadeiro Faria Lima, 1903, Conj.