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Global latinas: Latin America's emerging multinationals

Author: Casanova, Lourdes INSEAD Area: Strategy Series: INSEAD business press series Publisher: Palgrave Macmillan, 2009.Language: EnglishDescription: 221 p. : Graphs/Ill. ; 24 cm.ISBN: 9780230219960Type of document: INSEAD BookOnline Access: Click here | Click hereBibliography/Index: Includes bibliographical references and indexAbstract: We are in a new phase of globalization in which we are experiencing rapidly increasing investment flows South-South and South-North. According to the World Investment Report (2008) Outward Foreign Direct Investment from emerging economies reached $253 billion in 2007, the highest level ever recorded representing about 14% of world outward flows. The number of multinationals from emerging economies in the global Fortune 500 has increased from 19 in 1990 to 76 in 2008, with ten of them coming from Latin America. Most of the research on multinationals has focused on companies from developed markets. Research on multinationals from emerging economies is relatively new and most of the attention has been focused on multinationals from Asia. Little research has been done on the internationalization strategies and challenges of Latin American multinationals. This book aims to fill this void. Studying Latin American multinationals will not only provide insights into specific strategies deployed by successful firms but will also identify best practices that can be employed by the next generation multinationals from emerging markets.
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Includes bibliographical references and index

We are in a new phase of globalization in which we are experiencing rapidly increasing investment flows South-South and South-North. According to the World Investment Report (2008) Outward Foreign Direct Investment from emerging economies reached $253 billion in 2007, the highest level ever recorded representing about 14% of world outward flows. The number of multinationals from emerging economies in the global Fortune 500 has increased from 19 in 1990 to 76 in 2008, with ten of them coming from Latin America.
Most of the research on multinationals has focused on companies from developed markets. Research on multinationals from emerging economies is relatively new and most of the attention has been focused on multinationals from Asia. Little research has been done on the internationalization strategies and challenges of Latin American multinationals. This book aims to fill this void. Studying Latin American multinationals will not only provide insights into specific strategies deployed by successful firms but will also identify best practices that can be employed by the next generation multinationals from emerging markets.

Digitized

Global Latinas Latin America's Emerging Multinationals Contents Foreword Preface Acknowledgments xii xiii Introduction: The Emergence of the Global Latinas A Shifting Global Context Overview of the Chapters of the Book Why Global Latinas, Why Now? Phases 1 and 2 (1970-1990): Latinas Engaging in Foreign Direct Investment Phase 3 (1990-2002): The 'Washington Consensus' Years Phase 4 (2002 to Date): Going Global Emergence of Global Latinas Drivers for Internationalization Five Success Factors Coming Back Home: Is a New Phase Starting? 1 2 5 9 10 11 12 13 16 20 24 1 The Leaders of Global Latinas: Long-Term Planners and Flexible Visionaries Grupo Carso: Carlos Slim Hell' Cemex: Lorenzo Zambrano Vale: Roger Agnelli Embraer: Mauricio Boteiho Petrobras: José Sergio Gabrielli Astrid and Gaston: Gaston Acurio Grupo Modelo/Tresalia: Maria Asuncion Aramburuzabala Larregui 26 28 31 33 35 37 39 41 2 Brazil's 'National Champions': Beyond Privatization Vale: From State-Ownership to One-Stop Shop Petrobras: Building on Knowledge Embraer: From Near-Death to Resurrection 43 45 49 54 3 The Global Mexicans: Betting on the US? NAFTA: A Success for Mexico? Cemex: The `Numero Uno' Global Latina 62 63 66 America MONTand Agile Predator Bimbo: Thinking Big in the US Mexican Global Latinas: Moving Forward 72 76 78 4 Business Model Innovation in Latin America: Making the Unusual Usual 'The Cemex Way' Embraer's 'Reverse Outsourcing' Model Natura Cosmeticos: Brazil's Body Shop Villa Concha y Toro: Branding Mastermind Grupo Bimbo: Nimble Player Politec: Global Delivery Model Tenaris: Innovative Global Operator Grupo Modelo: Taking Local Brands Global Model Behavior 82 83 87 88 90 92 93 94 97 99 5 Latin America as a Brand: Hard Sell and Soft Sell Brazil, a Green Champion? Exporting Emotions: Mexican 'Soap Operas' Two Latin Food Missionaries A: Peru's Exporter of High-Quality Cuisine B: Guatemala's Answer to Kentucky Fried Chicken Politec: Playing the High-Technology Game Creating a Latin Brand 101 103 109 111 112 113 115 117 6 Asia's Challenge to Latin America: Cooperation and Competition Benefiting from Japan Learning to Win with China Latin America and Asia: Competition and 'Co-Petition' 120 123 126 133 7 From Global Latina to a Corporate Citizen: Are Poverty and Inequality Business Issues? Corporate Social Responsibility: The Latin American Way Overcoming Obstacles From Corporate Philanthropy to Social Responsibility and Global Citizenship The Moral Case for CSR The Business Case for CSR Investing for the Long Term Reducing Inequality while Improving Returns Companies Versus Governments A 'New Deal' Against Inequality? Reaching a Consensus to Move Forward 136 138 142 142 144 146 147 149 151 152 154 Conclusion: Global Latinas and Globalization 3.0 A New Optimism From National Champions to Global Leaders Different Globalization Strategies A New Jaguar Winning in Globalization 3.0 Appendix: Global Latinos, Financial Data and Selected Rankings Notes Bibliography Index 156 156 157 159 161 162 165 179 201 209

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