Global Latinas: Latin America’s emerging multinationals PDF
Preview Global Latinas: Latin America’s emerging multinationals
GLOBAL LATINAS INSEADBusinessPressSeries J.FrankBrown THEGLOBALBUSINESSLEADER PracticalAdviceforSuccessinaTransculturalMarketplace LourdesCasanova GLOBALLATINAS LatinAmerica’sEmergingMultinationals DavidFubini,ColinPrice&MaurizioZollo MERGERS Leadership,PerformanceandCorporateHealth ManfredKetsdeVries,KonstantinKorotov& ElizabethFlorent-Treacy COACHANDCOUCH ThePsychologyofMakingBetterLeaders ManfredKetsDevries SEX,MONEY,HAPPINESS,ANDDEATH MusingsfromtheUnderground RenatoJ.Orsato SUSTAINABILITYSTRATEGIES WhenDoesitPaytobeGreen? JamesTeboul SERVICEISFRONTSTAGE PositioningServicesforValueAdvantage Jean-ClaudeThoenig&CharlesWaldman THEMARKINGENTERPRISE BusinessSuccessandSocietalEmbedding RolandoTomasini&LukVanWassenhove HUMANITARIANLOGISTICS GLOBAL LATINAS Latin America’s emerging multinationals Lourdes Casanova ©LourdesCasanova2009 Softcover reprint of the hardcover 1st edition 2009 978-0-230-21996-0 Allrightsreserved.Noreproduction,copyortransmissionofthis publicationmaybemadewithoutwrittenpermission. Noportionofthispublicationmaybereproduced,copiedortransmitted savewithwrittenpermissionorinaccordancewiththeprovisionsofthe Copyright,DesignsandPatentsAct1988,orunderthetermsofanylicence permittinglimitedcopyingissuedbytheCopyrightLicensingAgency, SaffronHouse,6-10KirbyStreet,LondonEC1N8TS. Anypersonwhodoesanyunauthorizedactinrelationtothispublication maybeliabletocriminalprosecutionandcivilclaimsfordamages. Theauthorhasassertedherrighttobeidentified astheauthorofthisworkinaccordancewiththeCopyright, DesignsandPatentsAct1988. Firstpublished2009by PALGRAVEMACMILLAN PalgraveMacmillanintheUKisanimprintofMacmillanPublishersLimited, registeredinEngland,companynumber785998,ofHoundmills,Basingstoke, HampshireRG216XS. PalgraveMacmillanintheUSisadivisionofStMartin’sPressLLC, 175FifthAvenue,NewYork,NY10010. PalgraveMacmillanistheglobalacademicimprintoftheabovecompanies andhascompaniesandrepresentativesthroughouttheworld. Palgrave®andMacmillan®areregisteredtrademarksintheUnitedStates, theUnitedKingdom,Europeandothercountries. ISBN 978-1-349-30546-9 ISBN 978-0-230-23502-1 (eBook) DOI 10.1057/9780230235021 Thisbookisprintedonpapersuitableforrecyclingandmadefromfully managedandsustainedforestsources.Logging,pulpingandmanufacturing processesareexpectedtoconformtotheenvironmentalregulationsofthe countryoforigin. AcataloguerecordforthisbookisavailablefromtheBritishLibrary. AcatalogrecordforthisbookisavailablefromtheLibraryofCongress. 10 9 8 7 6 5 4 3 2 1 18 17 16 15 14 13 12 11 10 09 To Soumitra and Sara This page intentionally left blank CONTENTS Foreword x Preface xii Acknowledgments xiii Introduction:TheEmergenceoftheGlobalLatinas 1 AShiftingGlobalContext 2 OverviewoftheChaptersoftheBook 5 WhyGlobalLatinas,WhyNow? 9 Phases1and2(1970–1990):LatinasEngaginginForeign DirectInvestment 10 Phase3(1990–2002):The‘WashingtonConsensus’Years 11 Phase4(2002toDate):GoingGlobal 12 EmergenceofGlobalLatinas 13 DriversforInternationalization 16 FiveSuccessFactors 20 ComingBackHome:IsaNewPhaseStarting? 24 1 TheLeadersofGlobalLatinas: Long-TermPlannersandFlexibleVisionaries 26 GrupoCarso:CarlosSlimHelú 28 Cemex:LorenzoZambrano 31 Vale:RogerAgnelli 33 Embraer:MaurícioBotelho 35 Petrobras:JoséSérgioGabrielli 37 Astrid&Gastón:GastónAcurio 39 GrupoModelo/Tresalia:MaríaAsunciónAramburuzabalaLarregui 41 2 Brazil’s‘NationalChampions’:BeyondPrivatization 43 Vale:FromState-OwnershiptoOne-StopShop 45 Petrobras:BuildingonKnowledge 49 Embraer:FromNear-DeathtoResurrection 54 3 TheGlobalMexicans:BettingontheUS? 62 NAFTA:ASuccessforMexico? 63 Cemex:The‘NúmeroUno’GlobalLatina 66 vii CONTENTS AméricaMóvil:AgilePredator 72 Bimbo:ThinkingBigintheUS 76 MexicanGlobalLatinas:MovingForward 78 4 BusinessModelInnovationinLatinAmerica: MakingtheUnusualUsual 82 ‘TheCemexWay’ 83 Embraer’s‘ReverseOutsourcing’Model 87 NaturaCosméticos:Brazil’sBodyShop 88 ViñaConchayToro:BrandingMastermind 90 GrupoBimbo:NimblePlayer 92 Politec:GlobalDeliveryModel 93 Tenaris:InnovativeGlobalOperator 94 GrupoModelo:TakingLocalBrandsGlobal 97 ModelBehavior 99 5 LatinAmericaasaBrand:HardSellandSoftSell 101 Brazil,aGreenChampion? 103 ExportingEmotions:Mexican‘SoapOperas’ 109 TwoLatinFoodMissionaries 111 A:Peru’sExporterofHigh-QualityCuisine 112 B:Guatemala’sAnswertoKentuckyFriedChicken 113 Politec:PlayingtheHigh-TechnologyGame 115 CreatingaLatinBrand 117 6 Asia’sChallengetoLatinAmerica: CooperationandCompetition 120 BenefitingfromJapan 123 LearningtoWinwithChina 126 LatinAmericaandAsia:Competitionand‘Co-Petition’ 133 7 FromGlobalLatinatoaCorporateCitizen: ArePovertyandInequalityBusinessIssues? 136 CorporateSocialResponsibility: TheLatinAmericanWay 138 OvercomingObstacles 142 FromCorporatePhilanthropytoSocialResponsibility andGlobalCitizenship 142 TheMoralCaseforCSR 144 TheBusinessCaseforCSR 146 InvestingfortheLongTerm 147 ReducingInequalitywhileImprovingReturns 149 CompaniesVersusGovernments 151 A‘NewDeal’AgainstInequality? 152 ReachingaConsensustoMoveForward 154 viii CONTENTS Conclusion:GlobalLatinasandGlobalization3.0 156 ANewOptimism 156 FromNationalChampionstoGlobalLeaders 157 DifferentGlobalizationStrategies 159 ANewJaguar 161 WinninginGlobalization3.0 162 Appendix:GlobalLatinas,FinancialDataandSelectedRankings 165 Notes 179 Bibliography 201 Index 209 ix
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