MAURICIO DE SOUSA Soccer star Ronaldinho is leading an international attack by Brazilian cartoon characters THE SECRETS OF SABÓ Buying factories Internationalization: in Europe was the key to keep on growing in Brazil CAN YOU REAL ESTATE The promise of big profits AFFORD TO is attracting European MISS OUT? investors The attempt by mining giant Vale to buy Anglo-Swiss competitor Xstrata sparks a debate about the benefits and risks of Brazilian companies investing abroad globais Year 2 Number 3 Apr/May 2008 totum GREENinternational STRATEGIES success How sustainability can bring 007289_404x266_325.pdf March 14, 2008 19:39:05 1 de 1 Is it possible for talent to be Vale is aglobal mining company If you are like us, passionate about passionate about its work and what you do, visit www.vale.com, an essential ingredient in the needing talented people to continue learn more about our work daily life of asuccessful its quest for the best way to do things. opportunities in Brazil and the world This is why Vale believes in constantly and upload your Resume. Talent: mining company? Yes, it is possible. investing in human development. essential to Vale’s daily life www.vale.com 007289_404x266_325.pdf March 14, 2008 19:39:05 1 de 1 Is it possible for talent to be Vale is aglobal mining company If you are like us, passionate about passionate about its work and what you do, visit www.vale.com, an essential ingredient in the needing talented people to continue learn more about our work daily life of asuccessful its quest for the best way to do things. opportunities in Brazil and the world This is why Vale believes in constantly and upload your Resume. Talent: mining company? Yes, it is possible. investing in human development. essential to Vale’s daily life www.vale.com Contents Antenna 10 Vancox jewels shine in the Arab world ON the road 16 A task for a new boss: Usiminas goes global IntervieW Cover Story 20 Silvio Crestana wants to turn Why Embrapa into a scientific powerhouse 26 stay out? By Nely Caixeta Design Vale´s announced bid for 24 Brazilians awarded in Germany the management of Anglo- REPorts Swiss mining group Xstrata was received by the market 38 Mauricio de Sousa’s plans 42 Sabó packed up – and is better off as another bold stroke 52 Suppliers surf along their clients by the Brazilian giant. However, reservations to SPeciaL REPort the operation have cropped 46 The power out of sustainability up in some government By Lia Vasconcelos sectors. Here, answers to MarKeting the most relevant issues. 56 Originality is the real brand Eliana Simonetti, with an article FILHO/AE OR Career A by Lídia Goldenstein AL 58 Talents for export ReaL estate 62 Brazil feted by European investors By Vicente Vilardaga SmaLL Business 66 Artecola´s dead-on planning Emerging marKets 68 Vietnam´s recent might OPinion Is the American crisis that serious? /ABF 70 By Mário Garnero oares 24 38 Ideas NDÉ S I N A 72 The importance of staying tuned ND C A to international organizations By Marcus Peçanha and Jonathas Campos etrobras Finance /P out 74 Banco do Brasil goes into US retail market ND A ; H By Juliana Garçon ichio GLobe-Trotter N E B O D 76 Bradesco invests in Amazon preservation icar IN transit ; R out 82 Experiences of an airport-goer ND A 46 62 H By José Carlos Pinheiro Neto 4 P I B UKT&I_PIB_Ad_English 17/3/08 13:36 Page 1 Since moving my business to London, I’m hardly ever there. As the UK Government’s international business development organisation, we can help your company get to where it needs to be. If you’re a UK firm, we can help you export successfully, giving you unique access to contacts in every industry in every country, as well as bespoke research and advice. If you’re an international company looking to expand globally, we offer impartial, quality, tailored advice and access to networks that will help you use the UK’s remarkable potential to your full advantage. To realise your company’s true international business potential, contact UK Trade & Investment today. www.ukinvest.gov.uk Letters totum Year 1 Number 2 Last December, I was important to highlight Dec 07/ Jan 08 on a trade mission in the organizational Brazil, organized by structures of the Brazilian Embassy cooperatives and TAV E X New addition in London and the associations, which are to Santista Brazil-United Kingdom the result of idealistic stable wants to dress Europe Chamber of Commerce, and competent men MARKETING in denim and I had the honor who fight hard to give Coffee from the Cerrado HISTORY of being introduced to coffee growing its true wins customers Two centuries PIB magazine. I saw and deserved value. in Japan ago, Brazil became part it is a very interesting There’s no doubt that of the world publication, published internationalization CAREERS in two languages. of the brand is an Brazilians are going I hope that this essential part of to school to periodical will be made this process. learn global available in London, JULIANO TARABAL business where there is an GONÇALVES important Brazilian Gepeccafe-Unicerp The Ethanol is showing the business community. Marketing and Management way, and Brazil leads the world in the race VITORIA NABAS Patrocínio – MG ethanol for clean energy. Nabas Legal The chance is there – it’s just a question Consultancy Ltd PIB’s story on the effect of getting it right London - United Kingdom Cerrado coffee farmers who purchased a The Goiás State stake in a Japanese Industrial company shines light Confederation - on an innovative idea. FIEG, by way of its One great difficulty The magazine is clear, filled International Business is to sell food to the Center, CIN, would Japanese. Cerrado with interesting stories, and like to congratulate coffee growers were projects a realistic image of you for PIB magazine. able to do so, by way of Brazil to the rest of the world. The stories are great. an original strategy. JOHANNA Guevara PauLO OKAMOTO The market was crying out for MÉNDEZ President of Sebrae such a publication. Foreign Trade Analyst Brasília - DF PauLO POMPILIO International Business Director of Corporate Relations and Social-Environmental Center - CIN - FIEG I would like to Responsibility for the Pão de Açúcar Group Goiânia- GO congratulate you for São Paulo - SP the quality and content Excellent story on of PIB magazine: Allow me to congratulate Thank you very much coffee in the Cerrado, excellent, objective and you on the quality of for regularly sending “One Foot in Japan,” different. Keep it up. your publication: PIB me your excellent in PIB’s last edition. ABADIA CAMARGO – Brazilian Companies publication PIB, which I The Café do Cerrado Regional Superintendent of go International. read with great interest. brand name has been CPRM/Brazilian Geological MAURICIO AZEDO AMBASSADOR FLÁVIO gaining prominence Service - (Goiás, Mato President of the Brazilian MIRAGAIA PERRI as a reference point Grosso, Tocantins and Press Association Brazilian Consul General for quality and the Federal District). Rio de Janeiro – RJ London - United Kingdom organization. It is Goiânia - GO 8 P I B Editorial TOTUM EXCELÊNCIA EDITORIAL Clayton Netz Nely Caixeta Ricardo Galuppo Defending PIB BRAZILIAN COMPANIES internationalization GO INTERNATIONAL A TWO-MONTHLY MAGAZINE FOCUSING ON INTERNATIONAL BUSINESS AND ECONOMICS, FROM TOTUM When we first discussed our editorial priorities for Editors PIB magazine, the defense of internationalization Clayton Netz • [email protected] Nely Caixeta • [email protected] came pretty high up on the list. Right from the start Ricardo Galuppo • [email protected] we knew that in addition to showing the world how Contributors to this edition Andressa Rovani, Armando Mendes, Arnaldo Brazilian companies, products and services are faring Comin, Bettina Riffel, Eliana Simonetti, João Paulo Nucci, Jonathas Campos, José Carlos Pinheiro Neto, in terms of penetrating global markets, we also had to speak out in de- Juliana Garçon, Lia Vasconcelos, Lidia Goldenstein, Marcelo Cabral, Marcia Rocha, Marcus Peçanha, fense of the phenomenon itself. Even then, we felt sure that as interna- Marco Justo Losso, Maria Helena Tachinardi, Mario Garnero, Mario Granjeia, Vicente Vilardaga. tionalization forges ahead, there would be those who question or criti- Design and Layout cize both its legitimacy and fairness. Maurício Fogaça / Karina Gentile Página Mestra This is exactly what happened when Brazil’s giant Vale mining Cover and Illustrations Marcelo Calenda group decided to bid for Xstrata, an Anglo-Swiss competitor. As soon Photo Editor as it was announced, the venture came under Mônica Maia / Carla Romero Revelar Brasil fire. Some people feared for example that it Copydesk and Preparation Márcia Melo might lead to dilution of Brazilian ownership, Translation or predicted possible problems in raising the Brian Nicholson, John Fitzpatrick cash needed for the takeover. Others insisted ADVERTISING that Vale should be expanding and diversify- Arines Garbin Consultant ing its investments in Brazil, to create more INTERNATIONAL AND BRAZIL jobs at home. (EXCEPT RIO DE JANEIRO) (55-11) 3097.0849 However, as our cover story in this edi- [email protected] Av. Brigadeiro Faria Lima, 1903 cj 33 tion makes clear, these fears are ground- Jardim América - 01452-911 - São Paulo - SP RIO DE JANEIRO less – Vale has set aside more than US$ 7 bil- Paulo Avril • [email protected] (55-21) 2557.8580 lion for domestic investment through 2008. Rua Silveira Martins 156/704 - Flamengo - 22221-000 - Rio de Janeiro - RJ In fact, as you read our story the conclusion BRASILIA becomes inevitable that companies which Iracema Ferreira Tamanaha • [email protected] (55-61) 3245-2391 – cel.