Global Latinas Latin America's Emerging Multinationals

by Casanova, Lourdes

• ISBN13: 9780230219960
• ISBN10: 0230219969
• Format: Hardcover
• Copyright: 2009-03-15
• Publisher: Palgrave Macmillan

Summary

Foreign Direct Investment from emerging economies reached $130 billion in 2005, the highest level ever recorded. The number of multinationals from emerging economies in the global Fortune 500 has increased from 19 in 1990 to 47 in 2005, with about ten of them coming from Latin America. This book focuses on understanding this new phenomenon.

Author Biography

LOURDES CASANOVA specializes in international business with a focus on Latin America and multinationals from emerging markets. A Fulbright Scholar during 1987-1989, Casanova has a Masters degree from the University of Southern California, USA and a PhD from the University of Barcelona, Spain. She has taught at INSEAD since 1989, was a visiting professor at the University of California at Berkeley from 1996 1999. She is a visiting Faculty at the University of Zurich since 2004 and a consultant of the Inter-American Development Bank since 2001. She has published case studies and articles in journals including Pekin Business review, International Journal of Human Resource Management (2005), Business and Politics (2004) and Foreign Affairs en espaol (2002). Central in her research is the broader question of the future role of Latin America in the global economy: will it become a key player or remain peripheral? Casanova has taught and directed executive programs at INSEAD since 1999 for senior managers from global multinationals. She has also been a consultant of multi-nationals operating in Latin America.

Table of Contents

Foreword	p. x
Preface	p. xii
Acknowledgments	p. xiii
Introduction: The Emergence of the Global Latinas	p. 1
A Shifting Global Context	p. 2
Overview of the Chapters of the Book	p. 5
Why Global Latinas, Why Now?	p. 9
Phases 1 and 2 (1970-1990): Latinas Engaging in Foreign Direct Investment	p. 10
Phase 3 (1990-2002): The 'Washington Consensus' Years	p. 11
Phase 4 (2002 to Date): Going Global	p. 12
Emergence of Global Latinas	p. 13
Drivers for Internationalization	p. 16
Five Success Factors	p. 20
Coming Back Home: Is a New Phase Starting?	p. 24
The Leaders of Global Latinas: Long-Term Planners and Flexible Visionaries	p. 26
Grupo Carso: Carlos Slim Helú	p. 28
Cemex: Lorenzo Zambrano	p. 31
Vale: Roger Agnelli	p. 33
Embraer: Maurício Botelho	p. 35
Petrobras: José Sérgio Gabrielli	p. 37
Astrid & Gastón: Gastón Acurio	p. 39
Grupo Modelo/Tresalia: María Asunción Aramburuzabala Larregui	p. 41
Brazil's 'National Champions': Beyond Privatization	p. 43
Vale: From State-Ownership to One-Stop Shop	p. 45
Petrobras: Building on Knowledge	p. 49
Embraer: From Near-Death to Resurrection	p. 54
The Global Mexicans: Betting on the US?	p. 62
NAFTA: A Success for Mexico?	p. 63
Cemex: The 'Número Uno' Global Latina	p. 66
América Móvil: Agile Predator	p. 72
Bimbo: Thinking Big in the US	p. 76
Mexican Global Latinas: Moving Forward	p. 78
Business Model Innovation in Latin America: Making the Unusual Usual	p. 82
'The Cemex Way'	p. 83
Embraer's 'Reverse Outsourcing' Model	p. 87
Natura Cosméticos: Brazil's Body Shop	p. 88
Viña Concha y Toro: Branding Mastermind	p. 90
Grupo Bimbo: Nimble Player	p. 92
Politec: Global Delivery Model	p. 93
Tenaris: Innovative Global Operator	p. 94
Grupo Modelo: Taking Local Brands Global	p. 97
Model Behavior	p. 99
Latin America as a Brand: Hard Sell and Soft Sell	p. 101
Brazil, a Green Champion?	p. 103
Exporting Emotions: Mexican 'Soap Operas'	p. 109
Two Latin Food Missionaries	p. 111
A: Peru's Exporter of High-Quality Cuisine	p. 112
B: Guatemala's Answer to Kentucky Fried Chicken	p. 113
Politec: Playing the High-Technology Game	p. 115
Creating a Latin Brand	p. 117
Asia's Challenge to Latin America: Cooperation and Competition	p. 120
Benefiting from Japan	p. 123
Learning to Win with China	p. 126
Latin America and Asia: Competition and 'Co-Petition'	p. 133
From Global Latina to a Corporate Citizen: Are Poverty and Inequality Business Issues?	p. 136
Corporate Social Responsibility: The Latin American Way	p. 138
Overcoming Obstacles	p. 142
From Corporate Philanthropy to Social Responsibility and Global Citizenship	p. 142
The Moral Case for CSR	p. 144
The Business Case for CSR	p. 146
Investing for the Long Term	p. 147
Reducing Inequality while Improving Returns	p. 149
Companies Versus Governments	p. 151
A 'New Deal' Against Inequality?	p. 152
Reaching a Consensus to Move Forward	p. 154
Conclusion: Global Latinas and Globalization 3.0	p. 156
A New Optimism	p. 156
From National Champions to Global Leaders	p. 157
Different Globalization Strategies	p. 159
A New Jaguar	p. 161
Winning in Globalization 3.0	p. 162
Appendix: Global Latinas, Financial Data and Selected Rankings	p. 165
Notes	p. 179
Bibliography	p. 201
Index	p. 209
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