jun 2008:b&sn 6/11/08 4:40 pm page 1 brazil norway

JUNE - AUGUST 2008

WWW.SWEDCHAM.COM.BR

SWEDENNORWAY

BRAZIL&SAF-HOLLAND invests heavily in Brazilian marketPhoto: Local MD Johann Strasser

JUN_2008:B&SN 6/11/08 4:40 PM

CONTENTS

The SAF-HOLLAND Group, which recently set up a subsidiary in Brazil,

considers the country a major priority for investments.

Cover photo: Alexandre Socci4

Ambassador Annika Markovic talks about Sweden promotion in Brazil,

noting that there are many areas in which the countries cooperate.8

Brazil received a high-level visit from a Swedish Parliamentary

Delegation, which discussed issues of mutual interest with Chamber

Members.

12

Chamber Members were treated to a most interesting and witty exposé

by Michel de Lambert, head of Scania Latin America.19

João Doria Jr., president of Grupo Doria Associados, was guest of honor

at a special Swedcham business luncheon.20

SWEDENNORWAY

BRAZIL&JUNE - AUGUST 2008

The Swedish-Brazilian Chamber of Commerce would like to thank its sponsors for their contributions to its magazine. If you are also interested in becoming a sponsor of “Brazil & Sweden”, please check out our website www.swedcham.com.br or contact

Peter Johansson ([email protected]) or Laura Reid ([email protected]) or call + 55 11 3066-2550.

OUR SPONSORS

WWW.SWEDCHAM.COM.BR

SILVERGOLDDIAMOND

The NBCC section features articles about StatoilHydro, DNV and DnB Nor, among other items of interest (pages 33 to 42)

JUN_2008:B&SN 6/11/08 4:40 PM Page 3

he majority of the worldwide leading truck andtrailer producers are among the customers ofSAF-HOLLAND. By means of a worldwide serviceand distribution network, the products are sold

to original equipment manufacturers (OEMs), original equip-ment suppliers (OESs), and via aftermarket channels, direct-ly to the end user and service shops. SAF-HOLLAND istherefore one of the few globally operating manufacturersoffering an extensive, integrated range of products for trail-ers and heavy trucks as well as a worldwide service network.

Products include axles and braking systems, fifthwheels, landing gear, air and mechanical suspensions, king-pins, pintle hooks, drawbars, couplers, lift gates, and rollformed components. These products are sold and servicedunder the SAF and Holland brand names from over 4,600distributors and OEM locations around the world.

At the invitation of subsidiary SAF-HOLLAND do BrasilManaging Director Johann Strasser, “Brazil & Sweden/Norway” recently paid a visit to the company’s facilities inJaguaríuna—which has a growing industrial base withplants operating in various important sectors of the econ-omy such as information technology, communications,auto parts, metalworking, medicine and beverages, toname but a few.

Another activity which has been on the up and up inthe region over the last few years is tourism and relatedservices, offering the population and visitors a large num-ber of top-quality options in terms of hotels, restaurants,luxury condos and events.

The SAF-HOLLAND Group recently announced that itwould invest another EUR 1.5 million in its Brazilian facto-ry, in addition to a planned EUR 5 million allocation for

SAF-HOLLAND strongly believes in Brazilian market potential

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4 JUNE - AUGUST 2008

By Laura ReidCover Story

ONE OF THE LATEST ADDITIONS TO THE SWEDISH-BRAZILIAN CHAMBER OF COMMERCE’S LONGLIST OF NOTEWORTHY MEMBERS IS SAF-HOLLAND, A GLOBAL LEADER IN THE DESIGN, MANUFAC-TURE AND DISTRIBUTION OF QUALITY ENGINEERED COMPONENTS, SYSTEMS AND SERVICES TO THETRANSPORTATION INDUSTRY. SAF-HOLLAND SPECIALIZES IN COUPLING, LIFTING AXLE, BRAKINGAND SUSPENSION SYSTEMS FOR TRUCKS, BUSES, TRACTORS AND TRAILERS. THE GROUP OPENEDA PLANT IN JAGUARIÚNA, IN THE CAMPINAS METROPOLITAN REGION IN SÃO PAULO STATE, INMAY LAST YEAR.

SAF-HOLLAND do Brasil Managing Director Johann Strasser observes Sara Morais at work at theJaguariúna plant. Sara is one of the four only women shop-floor workers of SAF-HOLLAND in the world.

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SAF-HOLLAND do Brasil between 2006 and2011. The EUR 1.5 million will be aimedspecifically at the production of a steeringaxle line for the Brazilian market.

“We strongly believe in the potential ofthe Brazilian market and this new investmentby our headquarters is proof of this,” notedStrasser. “In fact, SAF-HOLLAND has so muchconfidence in Brazil that it is seeking to rein-vest in this country: the bearings for ourparts, for example, are bought here, they are100% local.”

Brazil is one of the key developing mar-kets for SAF-HOLLAND. “The Brazilian marketis essential for us. It is one of our top five pri-orities this year,” said Steffen Schewerda,Vice-President of Operations of the SAF-HOL-LAND Group, who visited the country inMarch. During the same period, the companyreceived Tim Hemingway, President of theAftermarket Business Unit, the OperationsDirector for the Americas, Richard Pfleging,and the Commercial and Marketing Directorfor Pacific Asia and Brazil, Dirk Meyer.

Last year, the group’s attention was on themerger of SAF and HOLLAND and in 2008 sig-nificant efforts will be placed on developingmarkets such as Brazil and Southeast Asia.“Brazil is a high priority for the organization.That is why we are here: to offer big strategicsupport for its operations,” Schewerda said.

This team will be constantly visiting theBrazilian subsidiary to assist the managementand sales teams. “Once more, our headquar-ters demonstrated that they will not only sup-port us, but also that they believe in thesuccess of the Brazilian team,” said Strasser.

As of March, SAF-HOLLAND do Brasilformed a Supervisory Board, comprised of Luiz

Gonzaga Cosceli (Chairman), Tim Hemingway(President and CEO) and members WilfredTrepels (SAF-HOLLAND Group’s CFO), andDetlef Borghart (President of the Group’sTrailer Systems Business Unit). According tothe Chairman, the Brazilian market has a veryhigh growth potential for the Group becausethe country “rides on trucks”. He noted thatother means of transportation are still notefficient in Brazil. “The railroad system is notsufficient to cover the whole country and thenavigation system is incipient. Thus, with oneof the biggest territorial areas in the world, thecountry’s production is mainly transported ontrucks,” Cosceli said.

Merger historyIn December 2006, The Holland Group, Inc.

and Otto Sauer Achsenfabrik GmbH (SAF)announced that they had signed a definitiveagreement resulting in the merger of the twocompanies. SAF is a supplier of integratedaxle and suspension systems for trailers, withheadquarters in Germany. Holland Group is aleading supplier of coupling, lift and suspen-sion systems for trucks, tractors and trailers,with headquarters in Michigan, USA.

Both companies are world-class originalequipment suppliers with highly complemen-tary products, leading market positions, strongmanagement teams, and excellent design,engineering, production and testing technolo-gies. The merger created a truly global suppli-er of transportation equipment with thecritical mass required to compete in the mar-ket with 26 manufacturing and warehousingfacilities worldwide. The two companies alsoshare a similar history. Both began as suppli-ers of horse-drawn agricultural productsbefore evolving into suppliers to the heavytransportation industry, and both have beenprivately-held family businesses.

SAF is a recognized specialist in integrat-ed axle and suspension systems for trailers,offering exceptional product features andsuperior operating efficiency. The systemscomprise trailer axles, suspensions and brak-ing systems and have been supplied to vehi-cle manufacturers, fleet owners and freightforwarders for over 50 years. SAF focuses onmeeting customer requirements with highperformance products and positions itself asboth a supplier and partner to the pur-chasers and users of its products worldwide.SAF products are standard equipment withmajor trailer builders, with significant pres-

ence in Europe, and are sold and serviced bymore than 2,100 outlets.

The Holland Group is an internationallyrecognized leader in the design, manufactureand distribution of quality engineered compo-nents to the transportation industry, specializ-ing in coupling, lift and suspension systems fortrucks, tractors and trailers. Products includetractor fifth wheels and trailer landing gear,suspensions, kingpins, couplers and rollformed components. Holland Group productsare standard equipment at original equipmentmanufacturers, with significant presence inthe United States, Canada and Mexico, and aresold and serviced by more than 2,500 distribu-tion locations.

Following the merger, the two companiesare subsidiaries of the SAF-HOLLAND GroupGmbH headquartered in Bessenbach, Germany.

Financial resultsThe SAF-HOLLAND Group saw a solid

increase in sales over the last financial year,thanks to consistently high demand inEurope. “2007 was a decisive year for ourcompany. We have reached the targets weset ourselves, and with the merger of SAFand Holland and the initial public offering,we have set a course for sustainablegrowth,” said Rudi Ludwig, CEO of the SAF-HOLLAND Group.

In the 2007 financial year, consolidatedsales rose by 4.5% to EUR 812.5 million. Thestrongest growth of 29.2% was achieved inthe European markets. With sales of EUR519.7 million, the European share of totalsales rose continuously over the course of theyear to 64%.

SAF-HOLLAND expects further stronggrowth in the current financial year of 2008based on a consistently high trend of demandin Western Europe, and additional potentialfrom the important growth markets ofEastern Europe, Brazil and Asia.

“We know that the mega-trends whichform the basis of our growth story are intact,since flows of trade, and the associatedtransport requirements, are increasing on aglobal scale. As a premium supplier in thetruck, trailer and transport industry, we areideally positioned for further profitablegrowth,” said Ludwig. SAF-HOLLAND expectsa sales volume of between EUR 900 millionand EUR 950 million in 2008. Based on theexpected increase in sales and economies ofscale, the company’s profitability is also

BRAZIL & SWEDEN NORWAY 5

Partial view of SAF-HOLLAND do Brasil plant.

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expected to increase. SAF-HOLLAND is there-fore targeting an adjusted EBIT margin of 8 to8.5% in the 2008 financial year.

InterviewSAF-HOLLAND do Brasil Managing

Director Johann Strasser granted the follow-ing interview to “Brazil & Sweden/Norway”.

B&S/N: What led the company todecide to set up a subsidiary in theBrazilian market?

Strasser: Brazil as a BRIC country has ahigh growth potential, because road trans-portation is the main logistic channel of thiscountry. No country in the world transportsin percentage terms more goods on the roadthan Brazil. At the same time, all major truckproducers have production facilities in thiscountry, together with the need from themfor global solutions, the SAF-HOLLAND man-agement as one of the leading producers fortheir equipment decided to focus a big partof its growth strategy here in Brazil.

B&S/N: When and in what manner didthe company start its activities here?

Strasser: We are the first SAF-HOLLANDsubsidiary in the world after the mergerbetween SAF and Holland, two of the oldestand most respected names in the globaltrucking industry. We started our activitiesthree years ago and opened the Jaguariúnaplant in May 2007.

B&S/N: What are its main local opera-tions, clients and suppliers? How manyclients does it have worldwide?

Strasser: Today, SAF-HOLLAND is one ofworld’s leading producers and suppliers ofhigh-quality systems and components forthe truck and trailer industries. The compa-

ny’s product range coverspremium axles and axlesystems, trailer and trucksuspension systems, fifthwheels and kingpins (thepart of the semi-trailerthat is connected to thefifth wheel), as well astrailer couplings andlanding gear for semi-trailers. SAF-HOLLANDworldwide customersinclude the majority oflarge truck and trailer

producers all over the world. The productsare sold to most of the truck and trailerOEMs here in Brazil, Argentina and Chile.

B&S/N: The company plans to developproducts specifically aimed at theBrazilian market. Could you give moredetails?

Strasser: A significant investment isplanned for SAF-HOLLAND’s Brazilian facilityfor the steering axle line. The production willstart in the third quarter. Since last year,according to Brazilian legislation, the use ofthis axle is mandatory. Basically, this kind ofaxle allows the heavy trucks to transportmore cargo, save their tires and protect thehighways, since the weight is distributed in amore efficient way.

B&S/N: What are the company’s mainchallenges in Brazil?

Strasser: Our desire is to have 100% localproduction and to make SAF-HOLLAND doBrasil as much as possible independent fromimported parts. The main goal is to be thenumber one in the South American market. Ibelieve that with our high technology, qual-ity and respect for our costumers we willcertainly get there.

B&S/N: What’s the outlook for thenext few years?

Strasser: One of our goals is to have thecomplete SAF-HOLLAND product range tocommercialize in Brazil. Therefore, Braziliancustomers will count on the company’squality in all of the items they purchase.Again, a significant investment is plannedfor SAF-HOLLAND’s Brazilian facility for thesteering axle production.

B&S/N: What made you decide to


become a member of the SwedishChamber and what advantages do you seein being a member? Any other commentsyou would like to make?

Strasser: To be in the Swedish Chamberis an honor, because the Chamber is amuch respected institution that reunitesgreat executives and companies and that iswhy we decided to become a member. Atthe same time, a lot of our potential clientsand suppliers such as SKF, Volvo and Scaniaare members too and this gives us the pos-sibility to meet from time to time informal-ly at one of the interesting eventsorganized by the Chamber. As a comment Iwould ask the magazine to present a littlebit more about interesting Swedish touristplaces that can be visited on private tripsor weekends on business trips because I amsure that this country has a lot of beautifulplaces to discover.

B&S/N: Could you give a brief back-ground of yourself?

Strasser: I am actually an Austrian born inSalzburg. I studied mechanical engineer inSalzburg and obtained a MBA in London.Because my family has been running for gen-erations a truck-body and semi-trailer facto-ry in Salzburg, I grew up with trucks andtrailers. After working some years with myfather I wanted to look beyond the familybusiness and got an opportunity with aBrazilian bodybuilder in the south to run theirnew facility in Campinas. Two years later I wasasked by SAF (now SAF-HOLLAND) if I wasinterested to open up their first subsidiary inSouth America, which I have been doing nowfor the last three years. Now I call myself an“Austrobrasileiro” and I don’t know for whichcountry my heart beats more: Austria or Brazil.

B&S/N: On a personal note, had youbeen in Brazil before and what are yourimpressions of this country?

Strasser: Yes, I have been traveling toBrazil for about 10 years because of a licenseagreement my family’s business has here inthis country and from the first moment on Iwas fascinated with the local nature andculture. I really love Brazil and the Brazilianseven if from time to time being stuck in theSão Paulo traffic I have some doubts, butwhen the sun is shining and I call back toAustria and it’s cold and rainy I even canaccept the traffic jams.

Cover Story

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am writing this article with a vivid memory of theBrazil x Sweden soccer friendship game March 26 thatwe watched in my residence.We lost. Again. But Sweden won a lot of friends in Brasília who were

amazed that Swedes can “live with a loss” as long as thewinning team is Brazil (and also remember that winningsilver in 1958 is the best we have ever done in a soccerworld championship). We, Swedes, have this particularlove relationship with Brazilian soccer. And soccer is goodSweden promotion – even if we lose.

Good Sweden promotion is also the impressive pres-ence of Swedish and Swedish-related businesses in Brazil.Everywhere I travel in Brazil I see ads for Swedish productsand services as well as meet with representatives of thebusiness sector. And even the Brazilian President is wellaware of the long history of Sweden in Brazil supportingthe development of the country through business. So thisis a good base for Sweden promotion.

Brazil is a strategic partner for the European Union andfor Sweden. There are many areas in which we cooperate:bioenergy, climate change and international trade, toname but a few. But we are also aware that exporting toBrazil, and producing in Brazil both for the internal mar-

Iket and for export, presents a lot of challenges. TheSwedish Government is strongly in favor of free trade. Weknow that our prosperity was built on trade, and stilltoday, about 90 percent of Sweden’s GDP is generatedthrough trade.

It is, therefore, no surprise that concluding the DohaRound with a successful result in the near future is ourutmost priority. But the negotiations on a free tradeagreement between the European Union and theMercosur are also of high priority – and even though itstands clear that such a FTA negotiation would benefitfrom a WTO agreement – the dialogue between theregional groups (the EU and Mercosur) was continuingeven as this article was being written.

Notwithstanding the importance of trade agreements,there are also other ways to improve conditions for busi-ness in Brazil. But in order to do a more efficient job as afacilitator for more business and investments betweenSweden and Brazil, the Embassy and also the SwedishGovernment need your input. Recently the EuropeanCommission initiated a strategy for market access.

A first step is to get an overview of trade barriers andother trade impeding factors affecting European busi-nesses in Brazil. Your input to this is crucial if you sharemy belief that the European Union Embassies in Brazil canhave an impact in reducing these barriers to trade throughjoint efforts. If you do not tell us your problems, we willnot be able to assist you in solving them. Put your tradepriorities on the European agenda by contacting theEmbassy ([email protected]).

Next year – in the fall of 2009 – Sweden will take overthe Presidency of the European Union for six months. InBrazil that means that the Swedish Embassy will speak onall political and other issues on behalf of all the memberstates of the EU with our Brazilian counterparts. It alsoseems likely that during these six months we will organizea summit meeting between the President of Brazil and theHeads of State and Heads of Government of the EUMember States in Sweden (or in Brussels).

These six months as President of the European Unionwill give us an excellent opportunity to promote relationswith Brazil even further. I am looking forward to cooper-ating with you on this. And I am sure that more of mycolumns in the Swedish Chamber magazine will touch onthis important role for Sweden in Brazil next year.

Sweden promotion in BrazilBy Annika Markovic

Swedish Ambassador

Swedish Ambassador Annika Markovicwatches Brazil x Sweden game onMarch 26 with Federal DistrictGovernor José Roberto Arruda (left)and Brazilian Vice President JoséAlencar. (Photo by Drasko Markovic)

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These are exciting times for business in Brazil. Amongthe recent positive aspects, the country finally got the muchexpected “Investment Grade” from Standard & Poor’s andother credit rating agencies, the worldwide need for localnatural resources is increasing, and the new discoveries inoil & gas reserves are beyond optimistic expectations. Acombination which accelerates Brazilian industry and tradegrowth, as well as attracts additional international invest-ments, where the Norwegian companies are well positionedthrough mainly expertise and technology.

However, let us not forget other areas still struggling forimprovements in the business scenario in Brazil such aspoor infrastructure, high interest rates, and a complex tax-ation policy. The NBCC is fulfilling one of its objectives, fromone side providing its members with quality events relatedto the above aspects and the consequent opportunitiesahead, and from another perspective, voicing theNorwegian-Brazilian business concerns to responsibleauthorities.

The Rio Oil & Gas Expo and Conference 2008 will be amajor event in September. Especially with the unprecedent-ed announced programs by Petrobras for 146 OffshoreSupport Vessels, 40 Drilling Units and 49 Tankers to be builtand operated in Brazil, totaling an estimated U$ 40 billiondirect investment.

Additional opportunities for Norwegian companies inthis market are expected. The NBCC is organizing a net-working gala dinner for its members on September 17th,during RO&G, and the Chamber will also be represented atthe Norwegian Prime Minister’s delegation during his visitthe same week. That is why this edition’s articles from mem-bers StatoilHydro, DNV, Intsok and DnB NOR are focused onthe Oil & Gas opportunities and the Norwegian contribu-tions in this field.

One of the NBCC’s focus areas for the 2008/2009 periodis to attract more members through a concentrated effort inshowing and proving the inherent benefits. We invite allcompanies and individuals interested in the further devel-opment of Norwegian-Brazilian business relations to con-tact the NBCC for more information.

This has indeed been an excellent first semester forSwedcham Brasil, with more activities than ever beforeand great feedback from our members. May the secondhalf be even better!

Brazil, which has received the much awaited“Investment Grade” from credit rating agencies, is morethan ever on the map for Sweden, with governmental vis-its such as that of the high-level Swedish ParliamentaryDelegation led by Speaker Per Westerberg in March (witha special event held at the Chamber), and that of GunnarWieslander, State Secretary to the Minister for Trade—whoheld a breakfast meeting hosted by Swedish AmbassadorAnnika Markovic also on the Chamber premises on May 7.And more visits are being planned!

Brazil and Sweden have also been in the limelight thisyear due to the 50th anniversary celebrations of the 1958World Cup, when Brazil beat Sweden by 5 x 2 to win theCup for the very first time! A friendship game between theBrazilian and Swedish teams was held in London on March26 and was shown to many members and friends here atSwedcham, but alas Sweden lost again (but just by onegoal). Fortunately now we have the 2008 European SoccerChampionship, in which Brazil is not participating!

Speaking of the 1958 World Cup, as this magazine wasgoing to press the Swedish Embassy was planning a GalaDinner for June 27, to be hosted by Ambassador Markovic andFederal District Governor José Roberto Arruda. President Lulaand players from both the Brazilian and Swedish 1958 soccerteams were to be the guests of honor. Needless to say, manySwedcham members will also be present on the occasion!

Among the Chamber’s many recent events, we would liketo highlight the most interesting exposés presented by ScaniaLatin America CEO Michel de Lambert at our facilities (May30) and by João Doria Jr. at L’Hotel São Paulo (June 5).

And last but by no means least, we wish to extend ourwarmest welcome to our two new Board Members: PauloNigro, President of Tetra Pak Ltda., and Johan Wibergh,President of Ericsson Brazil—as well as Sergio Gomes of DetNorske Veritas (DNV), the new Chairman of the NBCC.

We wish everybody a great summer/winter!

Jonas SjöbomExecutive Secretary, Swedish-Brazilian Chamber of Commerce

Sergio GarciaChairman, Norwegian-Brazilian Chamber of Commerce

Editorials

Jonas Sjöbom Sergio Garcia (Photo: Guto Nunes)

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The Swedish Parliamentary Delegation to Brazil.

t is indeed with great satisfaction thatI note the many official high-levelvisits from Sweden to Brazil. And fewvisits could have a higher significance

than the recent visit by the Speaker of theSwedish Parliament accompanied by theGroup Leaders of all the political parties rep-resented in the Legislature.

The Delegation was composed of PerWesterberg, the Speaker, Stefan Attefall, theGroup Leader of the Christian Democrats,Britt Bohlin Olsson, Group Leader of theSocial Democratic Party, Lars Lindblad, GroupLeader of the Moderate Party, JohanPehrson, Group Leader of the Liberal Party,Roger Tiefensee, Group Leader of the CentreParty, Mikaela Valtersson, Group Leader ofthe Green Party, Alice Åström, Group Leaderof the Left Party, Ambassador Ann Dismorr,Head of the International Department, andAnders Forsberg, Secretary General.

Westerberg was elected Speaker of theSwedish Parliament on October 2, 2006. Hehas been a Member of the Parliament for theConservative Party since 1979, and asMinister for Industry, Employment andCommunications (between 1991 and 1994)he worked to open previously closed markets

to competition, in part through new compe-tition legislation. He also initiated an exten-sive privatization of state-owned companies.Westerberg has a business background, hav-ing worked at SAAB-Scania AB in Södertäljebetween 1974 and 1991, initially at theScania Division, then at the Car Division.

The visit took place March 15-21 this year,and the Delegation started out the day ofarrival with a visit to one of the many pro-jects of Her Majesty Queen Silvia’s WorldChildhood Foundation, namely “Lua Nova” inthe interior of the State of São Paulo. In theevening, the Chamber organized a dinnerwith the CEOs of some of the Swedish com-panies operating in Brazil.

The following morning, the Delegationmet at the Chamber premises with a group ofsome 30 Swedcham members for a discus-sion of issues of mutual interest. It became alively and most interesting debate about bothBrazilian and Swedish politics and economy.Present at this gathering were also theSwedish Ambassador Annika Markovic,Minister-Counsellor Caroline Fleetwood, andTrade Commissioner Jacob Wedin, amongothers. After the meeting, the participantsmingled informally in a most open and

friendly manner – just look at the happyfaces in the photos!

During the rest of the visit, theDelegation met with President Luiz InácioLula da Silva, the Minister of Science &Technology Sergio Rezende, the Minister ofDevelopment, Industry and Foreign TradeMiguel Jorge and of course with the leadersof Congress. The Delegation also paid a visitto Belo Horizonte in Minas Gerais State for ameeting with Governor Aécio Neves and anexcursion to Ouro Preto—Brazil’s mostimportant baroque and historical city. Forthose who love art, architecture, history andjewels, Ouro Preto is the right destination inSoutheastern Brazil. The city has beendeclared a World Cultural Patrimony byUnesco.

Before departing for Stockholm, thePresident of Scania Latin America, Michel deLambert, received the Swedish ParliamentaryDelegation at the Scania factory in SãoBernardo do Campo in the State of SãoPaulo. Everyone got a chance to ride on anethanol-powered bus, which could symbol-ize a common Swedish-Brazilian interestand pave the way for future energy savingprojects.

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Brazil receives high-level visit fromthe Swedish Parliament (Riksdag)

Swedcham Chairman Christer Manhusen (left) extends a warm welcometo Per Westerberg, Speaker of the Swedish Parliament.

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By Christer Manhusen

Swedcham Chairman


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Per Westerberg addresses Swedchammembers and friends.

Ambassador Annika Markovic and Therese Otterbeck, Country Manager of LIM Brazil and Swedcham Board Member.

Bengt Janér, CEO of Quadricon in Rio deJaneiro (left), Ericsson Brazil CEO JohanWibergh (background), and RenatoPacheco Neto, Swedcham’s Legal Director.

Nils Gräfstrom, President of Stora Enso Latin America and Swedcham BoardMember, and Swedish Consul General in São Paulo Barry Bystedt.

Swedcham Executive Secretary Jonas Sjöbom greets the SwedishParliamentary Delegation.

Nordea Chief Representative Rolf Risan and Nils Bonde, formerPresident of Fademac S.A. and Swedcham Board Member.

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The Swedish Delegation event attracted many Swedcham members.

Bo Falk, Tomas Lind of Securia and Helena Backlund-Palm.

Swedish Trade Commissioner Jacob Wedin, Swedish Embassy Minister-CounsellorCaroline Fleetwood, and Ambassador Annika Markovic listen attentively to PerWesterberg.

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our Delegation a verydetailed explanation aboutthe different Governmentprograms, and alsofocused on the licensingof different projects.Challenges to improveBrazil’s infrastructure –ports, airports, roads,communication – werealso discussed.

In the evening theSwedish Ambassador AnnikaMarkovic generously invit-ed our Delegation to a deli-cious dinner, in thecompany of a high ranking

official from the Brazilian Ministry forIndustry, Trade and Development. The offi-cial gave an explanation of the main parts ofthe Government’s National Plan to strength-en Brazilian exports of products and ser-vices, which would benefit both Brazil andSweden and enhance their trade relations.Also present at the dinner was Jacob Wedinfrom the Swedish Trade Council.

The following morning, the Delegationleft to return to São Paulo, where we arrivedbefore lunch time and could carry on ourdaily activities.

This visit was really worthwhile, not onlyfor the excellent insights we received intothe workings of Congress, the Governmentand the Embassy, but it also gave us anopportunity to show the important role ourChamber plays to strengthen trade relationsbetween Brazil and Sweden.

We hope that more members will join usnext year, and maybe the visit then could besomewhat longer!

Excellent feedbackSwedcham received excellent feedback

from participants in the Delegation thatvisited Brasília in April, including the fol-lowing comments:

“I would like to emphasize my gratitudefor the opportunity to join our colleaguesfrom the Swedish Chamber for a trip toBrasília. It was a gratifying and positiveexperience not only for the interaction withother colleagues but also because of theproductive discussions held with key peoplelinked to the segments of energy, infrastruc-ture and environment.

From SKF’s side, the outstanding discus-sion was with the consultants about energy.They showed in-depth knowledge about thecurrent energy situation, alternatives forthe short and medium term, and also gaveus some tips on how to manage this impor-tant issue for our industries. The discussionabout infrastructure was also positive,especially because we are internally analyz-ing investments in the agriculture segment;so it was good to know the plans theFederal Government has for roads, railwaysand ports. Finally, I could see positive con-tributions from the meeting with the repre-sentative of the Ministry of the Environ-ment. Meeting a key representative in thisarea represents an open door in case weneed to contact someone in Brasília regard-ing sustainability issues.

In short, from my point of view and judg-ing from the feedback I received from othercolleagues, the visit to Brasília must be def-initely incorporated into the Chamber’sannual program. The Swedish industrialcommunity cannot miss the opportunity tobe present in Brasilia through the Chamber,showing the authorities the strength of ouractivities in Brazil.

Congratulations for the visit and let’splan for 2009 a larger group to visitBrasília and discuss important issues as wedid in April.”

Donizete Santos,President of SKF do Brasil Ltda. and ViceChairman of Swedcham Board

he Swedish Chamber Delega-tion’s visit to Brasília took offfrom Congonhas Airport veryearly in the morning of

Wednesday, April 16, led by our ChairmanChrister Manhusen, and composed of othermembers representing different Chamberactivities, sectors, industries and business.

The following members joined ourDelegation to Brazil’s Capital: Barry Bystedtof the Swedish Consulate General in SãoPaulo, Torbjörn Enhrenberger of EkaChemicals, João Henrique Botelho of Haldex,Donizete Santos of SKF, Claudinei Reche ofHöganäs, Cassio Namur of Souza CesconAdvogados, José Vicente and Renato PachecoNeto of Fraga, Bekierman & Pacheco Neto -Advogados, and Bengt Janér of Quadricon.

After arriving in Brasilia, we went directly tothe Congress and were greeted by the Senate’shead of protocol, who organized a very pro-ductive and interesting exchange of informa-tion and debate with consultants and expertswho assist the Senators in their projects.

The consultants were very open toanswering all our questions, and we muchappreciated the time they dedicated to ourDelegation. After the first presentation aboutthe online information system introduced bythe Congress into the Legislatures all overBrazil, we also had the opportunity to meetwith some Senators who are working onimportant projects.

In the afternoon, we were hosted by theMinistry of the Environment, which offered

Swedcham Delegation visits Brasília

The Chamber Delegation at the Ministry of the Environment.

The Delegation at the Brazilian Congress.

Continued on page 27

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By Renato Pacheco Neto

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dure used during years and decades amongsuch entities all over the world.

Often the representatives of theChambers get together at meetings or sem-inars of common interest arranged by athird party, for example FIEP, SEBRAE or theMunicipality of Curitiba, or meet during anytrade or business activity.

The Chambers in Curitiba are very wellaware of their other colleagues in the city,but up to now, all existing Chambers havebeen planning their activities and eventswithout taking much notice of what isgoing on or being planned at their sisterChambers.

This fact often results in collisions ofactivities where two or more Chambers areimplementing parallel activities. Several ofthe officials in the municipality receive invi-tations to luncheons, dinners or other activ-ities taking place on the same day and alsooften at the same time, which creates diffi-culties for both the Chambers themselves aswell as for invited guests to choose whichevent to give priority to.

This is a common fact among Chambersof Commerce and other organizations inevery location around the world. Everyonecomplains about the present situation, butwith very few exceptions nothing has beendone to avoid conflicting local events.

Several attempts have been made inCuritiba before for a better approach, but sofar with weak results. Recently, JoséBrandão Coelho, President of thePortuguese Chamber of Commerce inSouthern Brazil, brought up the matteragain to have a better communicationbetween the Chambers during a meetinglast September at the French Chamber.

By tradition the “paranaenses”, the peo-ple living in the State of Paraná, are wellknown for their ability and principles inworking together and solving impendingproblems within their respective workareas.

This is similar to what all the Chambers ofCommerce in Curitiba are striving forthrough a new concept which is under con-

here are altogether around 20Chambers of Commerce inCuritiba, the capital of the Stateof Paraná in southern Brazil.

All of them have their own activitiesconsisting of meetings, events, luncheons,dinners, happy hours, courses, visits fromabroad, including visits from different kindsof Delegations, local exhibitions, productshows, etc.

Most of the Chambers also very oftenplan and implement their activities togetherwith the Paraná State Federation ofIndustries (FIEP), the Brazilian Service ofSupport to Micro and Small Companies(SEBRAE) and any other local organizationsor authorities.

Each Chamber plans and implements itsactivities for its members, a primary objec-tive, quite normal and a traditional proce-

T


struction under the name “FórumIntercâmaras de Comércio” (InterChambersof Commerce Forum).

Three meetings within the Forum havealready taken place, the first one inNovember last year, the second one in Marchthis year and the third at the end of April.

Hans Kastendal, Swedcham’s represen-tative in Curitiba, met the initiators of theForum to obtain more detailed informationabout the idea behind the Forum, as well asto have the founders’ or initiators’ perspec-tive for creating this brilliant idea to coordi-nate future activities among the localChambers and organizations.

The Chambers’ main task is, as we allknow, to find means to intermediate inter-national business, stated the coordinator ofthe Council of Foreign Commerce Subjectsat FIEP and the president of the ParanáState Federation of Commercial andBusiness Associations (FACIAP), ArdissonNaim Akel.

According to Akel, the State of Paranáhas a very strong potential for economicdevelopment and in this respect the inte-gration between the Chambers will alsostrengthen international relations.

The idea to create the Forum was initiat-ed as a consequence of the need for cooper-ation between the Chambers.

According to José Brandão Coelho, theobjective of the Chambers is to start a dia-logue between the organizations and todevelop tools in order to help this interaction.

Carlos Sérgio Asinelli—regional directorof SENAI-PR and Advisor for Cooperationand International Relations at FIEP as wellas another of the Forum’s initiators—point-ed out that, without cooperation betweenthe Chambers, business will not be success-ful and prosperous.

Among those who were present at themeetings were representatives of the ParanáState Secretariat of Industry and Commerce,representatives of the CommercialAssociation of Paraná (ACP), and the repre-sentative of the Curitiba DevelopmentCompany (Curitiba S.A.)

InterChambers Forum in CuritibaBy Hans Kastendal

Ardisson Naim Akel

JUN_2008:B&SN 6/11/08 4:41 PM Page 18


The main objectives of the Inter-Chambers of Commerce Forum are:

The Chambers should not competeamong themselves; on the contrary, theyshould work together.Establish an integrated agenda for theChambers.Collaboration, strengthening and sup-port for all the Chambers.Dissemination, support and incentivesfor the members through integrationwith, for example, CIN, Euro Centro,RETEC, Al Invest and others organizationsof interest.Participation in events of common inter-est, round tables, organization of fairs,selection of the most important fairs inthe country in different sectors. All Curitiba Chambers should supporteach other and therefore they can havetheir logotype in events in which theyhave some kind of participation.The Chambers should help each other inmany aspects, i.e. human, physical andfinancial resources, etc. Should have the role to attend to thequestions and needs of each Chamber.Develop projects of common interest forcompanies in the state of Paraná.The Chambers should also have a com-mon contact data base.

In the next meeting planned to be held inMay (as this magazine was going to press)several subjects were to be discussed such as:

How the Forum will be administrated andstructured.Suggestions from the participants will beof great importance.The idea is to have a democratic andconstructive environment.The symbiosis for cooperation betweenthe Chambers of Commerce in Curitibaand the local and state organizations is tomeet, talk and get to know each otherbetter.And last but not least, to plan upcomingactivities according to an integratedagenda.

Chamber treated to wittyexposé by Scania’s CEOBy Christer Manhusen

Swedcham ChairmanScania CEO Michel de Lambert receives gifts of appreciation fromSwedcham Chairman Christer Manhusen

Chamber members were also treated to spiritsoffered by Absolut Vodka and a delicious buffetprovided by Felipe Tadeu Cicarelli (right).

Board members Nils Gräfstrom (President ofStora Enso Latin America) and JohanWibergh (President of Ericsson Brazil).

ur Chamber offered both members and non-members a realtreat on Friday, May 30. The CEO of Scania Latin America anda highly appreciated member of Swedcham’s Board ofDirectors, Michel de Lambert, was invited to speak on the topic

“A Gallic (French) experience in running a Swedish multinational in Brazil”. Both Michel and the theme drew a large crowd. We were more than

40 participants, enthusiastically listening to a most interesting exposéfrom his years with Scania, an exposé full of anecdotes and humoroustwitches. To the delight of the audience, Michel also generously told sto-ries from his previous most interesting professional and personal life.

It was indeed a great opportunity for all of us present to shareMichel’s experiences, from which much wisdom can be drawn, and alsoto compare his experiences with one’s own.

Afterwards there was a reception/get-together, graciously spon-sored by Absolut Vodka, and with a delicious buffet provided by FelipeTadeu Cicarelli, of Buffet Cicarelli.

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JUN_2008:B&SN 6/11/08 4:41 PM Page 19

Associação dos Amigos de Campos doJordão, and AMEM - Associação dos Amigosdo Menor pelo Esporte Maior, and was thecreator of the MARKET PLAZA Project thatpromotes seasonal shopping events duringthe winter season in the mountain city ofCampos do Jordão, as well as large businessevents both in Brazil and abroad under thenames MEETING INTERNACIONAL, FORUMEMPRESARIAL and FAMILY WORKSHOP. Healso finds time to preside Casa Cor, thelargest architecture, design and decorationevent in Latin America.

At the luncheon that was held at theL’Hotel São Paulo on Alameda Campinas,Doria spoke briefly of his recent visit toSweden and his appreciation for the com-mitment that the country has always shownin the area of sustainability, especially in itsforestry programs. He emphasized thatSweden serves as an example to Brazil andthe rest of the world in its consistent mea-sures to protect the environment andimprove the quality of life.

Doria went on to tell Chamber membersand guests of his recent involvement in CasaCor, which has opened in Sweden and cur-rently operates in three countries providingservices and products in the area of archi-tecture, design and decoration, inviting the

luncheon guests to visit theexposition that is being heldat the São Paulo Jockey Clubthrough July 9.

It was with obvious pridethat Doria spoke of the socialresponsibility of all of hisendeavors and clearly definedthe need for all areas in theprivate sector to actively par-ticipate in efforts to improvethe level of education inBrazil. “It has always been areality in Brazil that the pri-

n June 5, the SwedishChamber had the uniqueprivilege of hosting a busi-ness luncheon where the

guest of honor was Joâo Doria Jr., presidentof the Grupo Doria Associados, who present-ed guests with a general overview on hisrecent activities. These include not only hiswork within Doria Associados as president ofDoria Associados Editora (editing LIDE,OSCAR, GABRIEL, ARENA, MEETING, FÓRUMand EMPRESARIAL magazines) andVideomax Produções Associados. He is alsodirectly involved with the NGO LIDE - Grupode Líderes Empresariais, which operates inthe area of education, promoting projectsfor the improvement of quality education invarious regions of the country.

Doria, a native of the city of São Paulo,began his career in journalism and advertis-ing, teaching marketing at FAAP, eventuallybecoming the Communications Director ofthe Bandeirantes TV network, and serving asthe president of PAULISTUR then as thepresident of EMBRATUR. He has also been amember of Brazil’s National Tourism Council.Doria has been actively involved in varioussustainability and social organizations likeS.O.S. Mata Atlântica, AME CAMPOS -

vate sector participates little in the socialand educational development of the nation,”said Doria with concern and conviction.“This is beginning to change and socialresponsibility is not only the task of the gov-ernment but of companies, social organiza-tions, families and individual citizens. It isonly through education that we will create anation of people who are self-sufficientresponsible citizens and have a clear under-standing of liberty.”

Doria stressed that it was not only eco-nomic development that would strengthendemocratic principles, eliminate corruptionand include the majority of Brazil’s people ina fair distribution of wealth, but that it wasalso by educating the people of the countryand improving their awareness of the rightsand responsibilities of citizenship that thiswould be accomplished. “What we must allwork for is to instill the principles of disci-pline, productivity and happiness that willchange the role of Brazil, making it a valuedmember of the community of nations and acountry that meets its social obligations andprovides a life of dignity and respect for allof its citizens.”

His exposé concluded with a round ofquestions that focused on social issues andagain Doria clearly stated that it was theresponsibility of all citizens to participate, toprotest, to provide positive reinforcementfor jobs well done and that all of this beganin the home, in one’s local community aswell as on a nationwide level.


O

João Doria Jr. is guest of honorat Swedcham business luncheonBy J. F. Thrall

João Doria Jr. with Swedcham Executive Secretary Jonas Sjöbom(left) and Chamber Chairman Christer Manhusen.

Photos: Alexandre Socci

JUN_2008:B&SN 6/11/08 4:41 PM Page 20

Swedcham Board of Directors

Leif Duwel, President ofHägglunds Drives do Brasil Ltda.

Michel de Lambert, Presidentand CEO of Scania LatinAmerica

Peter Hultén, Former Director –Banco Mercantil de São Paulo

Börje Jerner, Vice Chairman ofSwedcham Board

Christer Manhusen, Chairmanof Swedcham and formerSwedish Ambassador to Brazil

Stefan Lundkvist, Treasurer ofSwedcham Board and Presidentof Gunnebo Industries in Brazil

Paulo Nigro, President of Tetra Pak Ltda.

Johan Wibergh, President ofEricsson Brazil.

Therese Otterbeck,Country Manager of LIM Brazil

Renato Pacheco Neto, Legal Directorof Swedcham Board and ManagingPartner of FBP Advogados

Tommy Svensson, President ofVolvo do Brasil Veículos Ltda.

Donizete Santos, Vice Chairmanof Swedcham Board andPresident of SKF do Brasil Ltda.

Ronaldo Veirano, FoundingPartner of Veirano Advogados

Nils Grafström, President of StoraEnso Latin America

THE SWEDISH-BRAZILIAN CHAMBER OF COMMERCE (SWEDCHAM BRASIL) IS PROUD TO PRESENT ITS NEW BOARD OF DIRECTORS, WHICH NOW ALSO INCLUDES PAULO NIGRO AND JOHAN WIBERGH, RESPECTIVELY PRESIDENTS OF TETRA PAK LTDA. AND ERICSSON BRAZIL.


Nils Bonde, former President ofFademac S.A.

JUN_2008:B&SN 6/11/08 4:41 PM Page 22

Swedish AmbassadorAnnika Markovic

Brazilian AmbassadorAntonino Mena Gonçalves

Barry BystedtSwedish Consul General in São Paulo

Erik SvedeliusDoyen of the SwedishCommunity in Brazil

H M Queen SilviaFirst Honorary Member

SWEDCHAM ALSO WISHES TO EXTEND ITS WARMEST GRATITUDE TO ITS

HONORARY MEMBERS, THE VERY FIRST BEING HER MAJESTY QUEEN SILVIA,

FOLLOWED BY SWEDISH AMBASSADOR TO BRAZIL ANNIKA MARKOVIC,

BRAZILIAN AMBASSADOR TO SWEDEN ANTONINO MENA GONÇALVES,

ERIK SVEDELIUS, THE DOYEN OF THE SWEDISH COMMUNITY IN BRAZIL,

AND LAST, BUT BY NO MEANS LEAST, SWEDISH CONSUL GENERAL IN

SÃO PAULO BARRY BYSTEDT.

Honorary Members

JUN_2008:B&SN 6/11/08 4:41 PM Page 23


1958 World CupGala Dinner in Brasília

As you all know, this year marks the 50thanniversary of the 1958 World Cup, whenBrazil for the first time became world soccerchampion. To celebrate the occasion, a weekof commemoration was being planned inBrasília as this magazine was going to press.Among other events, the Brazilian andSwedish players from the 1958 teams will behonored in a medal-awarding ceremony byPresident Luiz Inácio Lula da Silva at thePlanalto Palace.

Ambassador Annika Markovic, togetherwith the Governor of the Federal District ofBrasília, José Roberto Arruda, will host a GalaDinner at the Ambassador’s residence onFriday June 27. President Lula and playersfrom the Brazilian and Swedish teams of1958—including Pelé, Djalma Santos, AgneSimonsson and Kurt Hamrin—will be guestsof honor at the dinner, which will bringtogether 250 guests from the federal gov-ernment, the government of the FederalDistrict, the sports community, cultural insti-tutions, as well as representatives fromBrazilian and Swedish companies and, need-less to say, Swedcham members.

Three Swedish star chefs from New Yorkand Stockholm will create the menu, andSwedish jazz singer Lisa Nilsson will performduring the Gala Dinner. She will also give aseparate concert at the National Theater onJune 28.

The event will be held with the support ofSwedcham, the Swedish Trade Council, theSwedish Institute, the government of theFederal District and the World ChildhoodFoundation Brazil. Ericsson is the GoldSponsor and there are five Silver Sponsors:Saab International, Scania, SKF, Volvo andSandvik.

New MembersSwedcham wishes to welcome the following new members:

Corporate:Elanders Artcopy Reprodução de Imagens Ltda.Souza, Cescon Avedissian, Barrieu e Flesch - AdvogadosReadsoft

Individual:Fabricio Dorado SolerCassio Yarid de A. Cavalcanti

Swedcham NewsAssembly approvesnew Board Members

Swedcham Brasil’s Ordinary GeneralAssembly held on April 22 unanimouslyapproved two new prestigious BoardMembers: Paulo Nigro, President of Tetra PakLtda., and Johan Wibergh, President ofEricsson Brazil.

Nigro, who took over the helm of TetraPak in Brazil in April 2007, has been workingfor the company since he was hired as salesmanager in 1991, after which he made a bril-liant career occupying various positions inthis country. In 1998, he was transferred toCanada where he was responsible for thecompany’s operations, being promoted toCEO of Tetra Pak in Italy in 2001, until he wasappointed head of the company in Brazil.

Wibergh took over as the new president ofEricsson Brazil in January 2007. He began hiscareer at the company in 1996, having workedin various teams in Ericsson’s service area. InMay 2004, he was global vice president of theServices Sales Area and previously he wasEricsson’s president for the Nordic and Balticregions. He was considered the perfect choiceto head Ericsson’s Brazilian operations as hehas solid international experience in sales andis recognized for his ample market vision.

Swedcham wishes to extend its warmestwelcome to both of them!

“Motivation andTeam Chemistry”

Giselle Welter, a founding partner of GWVocação e Relações Humanas, held a mostinteresting workshop entitled “Motivation andTeam Chemistry” at the Chamber on June 6.

The objectives of the workshop were toenable participants to understand the moti-vation that determines their choices in workand life and its consequences; to promotethe understanding of the relation betweenpersonality and team chemistry using theHumanguide© concepts (www.human-guide.eu) and how to deal with this.

Giselle gave a positive feedback after theevent, thanking Swedcham for the opportu-nity to present her work and disseminate theconcepts of HumanGuide to members.

Environmentallicensing

As this magazine was going to press,Swedcham was organizing a breakfast meet-ing on June 26, when Dr. Fernando Rei,President of CETESB (the São PauloEnvironmental Sanitation TechnologyCompany) was to address members about“Challenges to the Modernization ofEnnvironmental Licensing”.

Special thanks forspace rental events

As usual, the Chamber wishes to thankthe following companies/institutions forrenting our facilities for events recently:

LVMH (April 3, 9, 10 and 18, May 5, 16,and 30, June 3-4, 6, 9, 12, 18 and 20).TANDBERG (April 7-8, 29-30)Stora Enso (April 8)Smiths-Medical (April 9)Simmons Consulting (April 11)Flir (April 14, 15, 16, 17 and 18)Hägglunds (April 15, 16 and 17)Gambro (April 18)Destilaria Alexandre Balbo (April 22)Nespresso (April 24)Biogen (May 2)Swedish Embassy (May 7)Financiadora Itaú (May 8)Hästens (May 13)Parmalat (May 18)Fortis Bank (May 29, June 4 and June 16)Halógica (June 2)Demarest Advogados (June 3)

JUN_2008:B&SN 6/11/08 4:41 PM Page 24


Around & AboutSwedish Ambassador AnnikaMarkovic and Gunnar Wieslander,State Secretary to the Minister forTrade, at a breakfast meeting heldby the Embassy at Swedcham onMay 7.

The Brazil x Sweden friendship game on March 26 was shown on a big screen at Swedcham,where many members and friends rooted for the Swedish team, which was beaten by one goalfrom Brazil. (Photo: Alexandre Socci)

Swedcham members and friends lis-ten to Gunnar Wieslander at the

breakfast meeting. (in the front roware—left to right—Barry Bystedt,

Swedish Consul General in SãoPaulo, Daniel Ekberg, Senior Vice

President of Relacom for LatinAmerica, and Swedish TradeCommissioner Jacob Wedin).

SAF-HOLLAND do BrasilManaging Director and

Swedcham member JohannStrasser (right) meets the AustrianChancellor Alfred Gusenbauer at

a reception at the Hotel GrandHyatt São Paulo on May 11.

Christopher Simmons ofSimmons Consulting addressesChamber members at a HappyHour he sponsored on May 16.

Swedcham Legal DirectorRenato Pacheco Neto (right)with other Chamber members atthe Networking Luncheon heldon March 1.

Swedcham Project ManagerPeter Johansson (standing) talks with Chamber members at the March 31 NetworkingLuncheon, also held at the Dom Pedro restaurant in São Paulo.

(Left to right) Leif Duwel, Presidentof Hagglund Drives do Brasil Ltda.

and Swedcham Board member,Swedcham Chairman Christer

Manhusen and Chamber memberJonas Lindström at the Simmons

Consulting Happy Hour.

JUN_2008:B&SN 6/11/08 4:41 PM Page 25

concluded in a detailed project report. Thereport will be presented during an event onthe Stockholm School of Economics and thenbe distributed to students, companies andother parties of interest.

“Exchange Brazil” is currently looking forcooperating partners. Do you wish to becomea part of this exchange? Please contact theproject leader Kanza El Kadiry:

Phone: +46739304982E-mail: [email protected] / kanza.kadiry

@ exchangebrazil.se

Exchange projectwith Brazil

Brazil is currently in a dynamic phase. Thegrowth is record high and with its stabledemocracy and long industrial tradition thecountry is predicted to become more andmore of an important economic engine. Thisyear, the Stockholm School of Economics (SSE)together with the Royal Institute ofTechnology (KTH) is starting an exchange pro-ject with Brazil and the renowned FundaçãoGetúlio Vargas university in São Paulo. We willexplore the possibilities in this city which isthe country’s industrial center. The exchangewill be integrated with a course called“International Industrial Economy withEntrepreneurship”. By learning about theBrazilian culture, society and politics we wishto establish a long-term cooperation betweenstudents and companies in Sweden and Brazil.

The exchange group consists of 10 partici-pants from SSE, 5 from KTH and 15 Brazilianstudents from Fundação Getúlio Vargas. Wewill spend 20 days together, 10 in each coun-try. The Swedish delegates will depart to SãoPaulo in August 2008 and the Brazilian dele-gates will arrive in Stockholm in December thisyear. The purpose of this exchange is reciproc-ity and the participants will serve as keys toeach other’s cultures. The group will arrangeand implement activities to explore the coun-tries in depth. We will visit a number of inter-esting companies in Brazil and Sweden and welook forward to many rewarding encounters.

The goal of the exchange is to develop adeeper understanding between people of theparticipating countries, within areas such asentrepreneurship and business as well as pol-itics, society and culture. Participants andpartners will be given the possibility to meetand establish valuable contacts. After theimplementation, “Exchange Brazil” will be

Kanza El Kadiry

Sharif Pakzad


Board welcomesSharif Pakzad

With various years of experience workingwithin the areas of communication, privateand municipal companies, Sharif Pakzad nowhas joined the Brazilian Chamber’s Board.Pakzad has vast experience working withlobby activities and he worked as a politicaladviser for the municipal government ofStockholm during the period when the SocialDemocrats were in power.

He now actively works for Sundbyberg, amunicipality close to Stockholm, in the areaof business and how to develop the attrac-tiveness of the town of Sundbyberg as abusiness region.

At the Brazilian Chamber, Pakzad will workwith lobby activities to position the Chamber andwith PR so that we become better known.

Logistics seminarThe Chamber recently participated in a

logistics seminar at Arlanda Airport. Theseminar was focused on Brazil and how toimprove logistic solutions between the twocountries. The opening speaker was the for-mer Swedish Ambassador to BrazilMargareta Winberg, and Hugo Oljemark pre-sented facts regarding how trade has devel-oped between the countries.

Visit to AngolaThe Brazilian Chamber in Sweden has

been in contact with the Portuguese-speak-ing countries in Africa with which we arediscussing cooperation possibilities. We havebeen invited to Angola to discuss a coopera-tion between the Brazilian-AngolanChamber of Commerce and our Chamberand we will visit that country in June.

Swedish-Brazi l ianWeek

We have been promoting a Swedish-Brazilian Week to be held at the beginning ofSeptember in order to celebrate the 50thanniversary of the World Cup final. Thisplanning and preparation is in an intensephase and we hope that several of theplanned events will take place. We hadhoped to organize a soccer game between afamous Swedish team and a famousBrazilian team but unfortunately for themoment it will probably not take place.

Chamber promotesethanol study

First Gunilla Wennberg made a presenta-tion at the Chamber in connection with thefriendship game between Brazil and Swedenon March 26. We showed the game on a bigscreen and before the game Bengt Ågrenfrom the Swedish Football Association pre-sented some facts from the 1958 World Cupand the final between Brazil and Sweden.Ågren was present 50 years ago and heworked for the Football Association also atthat time. It was very fascinating to hearabout the big differences with the World Cuptournaments of today. Around 35 personsparticipated in the event.

At the end of March, we participated in aseminar regarding alternative fuels that wasorganized by the Swedish political partyCenterpartiet, a liberal party with an environ-mental profile. Gunilla Wennberg presentedour ethanol study and Elisa Sohlman andHugo Oljemark (head of the Brazilian Chamberin Stockholm and Swedcham representative inSweden) participated in the debate.

The study was also presented at Scania inSödertälje at the end of April. Scania was oneof the sponsors of this study.

Brazilian Chamber News

JUN_2008:B&SN 6/11/08 4:41 PM Page 26

“On behalf of the firm and personally, Iwould like to thank Swedcham ChairmanChrister Manhusen very much for his initia-tive and cooperation regarding the secondChamber Delegation to Brasília on April 16.As on the previous occasion, I was very sat-isfied and pleased with the high quality ofthe visit and especially with having the

opportunity to know the origin of the leg-islative process and the developments of theinfrastructure matters.

I would also like to point out that I wasvery impressed by the visit to the Ministry ofthe Environment, the dinner graciouslyoffered at the Swedish Embassy byAmbassador Annika Markovic, and the oppor-tunity to meet a member of the BrazilianChancellory, Mr. Mauro Couto—a rare oppor-tunity to talk “face to face” about Brazilianforeign trade with a highly qualified diplomat.

Now, regarding suggestions for the nexttrip, I would strongly recommend a one anda half day stay so as to include one morevisit, either to the Supreme Court (SupremoTribunal Federal – STF) or the Federal HighestCourt (Superior Tribunal de Justiça – STJ) andthe Foreign Affairs Ministry – Itamaraty.”

Cassio S. NamurLawyer at Souza, Cescon Avedissian,Barrieu e Flesch - Advogados

...BrasíliaContinued from page 16

SKF Brazilian plantbeats record

The SKF Group in Sweden recently grant-ed an award to the SKF do Brasil plant inCajamar for being the most productiveamong its 45 units worldwide.

The Brazilian subsidiary managed to reach72% of the projected use of its productioncapacity for 2007, beating China, which camein second place with 67%, and India, whichcame in third with 63%.

The first developed country to be includ-ed in this ranking was France, whichappeared in eighth place, with 50% of pro-ductivity. The average of other countries con-sidered of the first world was 38%.

In order to celebrate the occasion, SKF doBrasil President Donizete Santos organizedan event to present the award received onMay 14, in the presence of Cajamar MayorMessias Cândido da Silva, various SKF execu-tives and Swedcham Chairman ChristerManhusen, among others.

The Cajamar plant employs around 800workers and all the employees participated ina commemorative luncheon and dinner.

Tetra Pak at Fispal fair

On June 3, during the Fispal fair, Tetra Pakannounced the certification of its cartonpackages produced in its two plants in Brazilby the Forest Stewardship Council (FSC), aninternational organization which sets stan-dards for responsible forest managementand traceability of the material produced.Fispal—the International Fair of Packagingand Processes for the Food and BeverageIndustry—is the largest such event in LatinAmerica and was held in Sâo Paulo from June3 to 6.

The Brazilian certification means that allwood fibers in the entire supply chain - fromthe forest to the retail shelf - comes fromFSC certified, well managed forests and con-trolled sources.

“Tetra Pak strongly believes that beingenvironmentally responsible is the basis ofgood business. The launching of the FSClabel on Tetra Pak packages is a result of ourcontinuous effort to protect the environ-ment in which we operate,” said PauloNigro, President of Tetra Pak in Brazil. “Now,our customers can have the option of usingthe FSC label on their packages and theenvironment positioning of their brands willbe evident for the consumer,” he said.Klabin, Tetra Pak’s sole paperboard supplierin Brazil, was Tetra Pak’s partner in the cer-tification process.

Also during Fispal, Tetra Pak introducedits Tetra Pak iLine solutions. This new gener-ation of high-performance aseptic cartonpackaging solutions takes line integrationand automation technology to a new levelthanks to a novel process control and infor-mation management system.

The more robust and operationally effi-

cient Tetra Pak iLine solutions enable cus-tomers to increase capacity and reduce oper-ational costs by up to 40%, depending on theconfiguration.

Ericsson contractwith Brasil Telecom

Ericsson has signed a contract with lead-ing operator Brasil Telecom for aWCDMA/HSPA network and the deploymentand systems integration of its IP MultimediaSubsystem (IMS). The move is set to boostnetwork capacity and manage increasedtraffic growth, paving the way for the intro-duction of advanced broadband and multi-media services.

Under the contract, Ericsson will be themain supplier for the WCDMA/HSPA radioaccess network in five Brazilian states andthe sole supplier of Brasil Telecom’s 2G/3Gcommon core network.

IMS will bring Brasil Telecom’s networksinto a single-service environment and enablethe efficient introduction of new multimediavoice, data, audio and video services acrossmultiple networks.

Johan Wibergh, President of EricssonBrazil, says: “We are honored to be selectedby Brasil Telecom as the main supplier for itsWCDMA/HSPA network, powered with ourIMS solution. Brazil is a very demanding mar-ket for both operators and vendors, and oursolutions will enable Brasil Telecom to offerits customers state-of-the-art multimediaservices with a very short time-to-marketdue to our local capabilities.”

Ericsson is the industry leader in IMS andhas signed more than 50 contracts, of which22 are already commercially launched.


Member News in Brief

SKF Award Ceremony (left to right): Cajamar Mayor Messias Cândidoda Silva, Maurice Costin (Public Relations CIESP/FIESP), Aurélio Nervo(Director of SKF’s Automotive Division – Cars), Stephane Le-Mounier(Director of SKF’s Automotive Business Unit), Amadeo Comin (IndustrialDirector of SKF do Brasil, with the trophy), Donizete Santos, President ofSKF do Brasil, and Swedcham Chairman Christer Manhusen.

JUN_2008:B&SN 6/11/08 4:41 PM Page 27


Legal Framework for Business Development By Renato Pacheco Neto* & João Otávio Pinheiro Olivério **

henever deciding to investin Brazil, Nordic compa-nies and investors can gothrough Brazilian Equity

Funds, instead of starting to set up their ownbusiness or even purchasing a local marketplayer. This article was written before the cred-it rating agency Standard & Poor’s upgradedBrazil’s long-term foreign currency sovereigndebt to investment grade. This fact does notchange the importance of FIPs in Brazil com-pared to a probable rebirth of the IPOs, sincethe sustainable development and enhance-ment of Brazilian markets nowadays admitinvestments of several kinds, as brieflydescribed hereinafter.

After being invested by one private equityfund, potential medium-sized companies willbe able to grow rapidly and even act in Brazil asleading consolidators of their respective sec-tors, by means of several mergers and acquisi-tions, normally of their own competitors, whichonly insist on organic growth. This can alsoinfluence market shares for future Nordic play-ers in Brazil, which would rather enter theBrazilian market later by means of M&As orjoint ventures, usually practiced by Nordicinvestors, after local experts have already“cleaned up” the market.

Betting on an up to 5-6% increase ofBrazil’s GDP, especially because of agro-miner-als commodities, the infrastructure sector (inwhich Nordic companies are quite strong) andthe middle and lower classes’ purchasingpower, investments in Brazilian companieshave been considered extremely attractive forworldwide investors. It is also worthwhilerecalling that there is an impressive number ofIPOs in the special listing segment of the SãoPaulo Stock Exchange (Bovespa) called the“Novo Mercado”. In this scenario, the maturityand efforts accomplished by our authorities(CVM, Bovespa) and the creation of the “NovoMercado”. were also important. The BovespaMais, a new special listing market at Bovespa,which concentrates medium-sized companiesto be invested in by institutional investors, is

now being considered by investment bankersand lawyers as an important form to attractcapital, including from the Nordic countries,also due to tax reasons.

An enormous advantage for foreign invest-ment is that the withholding income tax rateapplicable to FIP and stock investors and theircapital gains from the disposal of FIP quotas(via stock exchange) was reduced to zero asfrom the issuance of Law No. 11,312/06. Thus,considering these premises, the incorporationof an Equity Investment Fund (“Fundo deInvestimento em Participação”), ruled by CVMNormative Rule No. 391/03 (“Rule 391/03”),allows institutional investors to share the riskof investing in Brazil and to receive some taxexemptions. Since the issuance of Rule 391/03and by the end of April 2008, 150 FIPs wereincorporated, some of them exclusively toinvest in companies of certain economic sec-tors (energy, ethanol, the latter being muchexported to the Nordic countries).

FIPs are mostly incorporated by privateequity firms, financial institutions or familyoffices and their investment cycle comprisesfive different stages: (i) fund raising; (ii) oppor-tunities/investment selection; (iii) structure andexecution of the investments; (iv) monitor-ing/value addition; and (v) exit (IPO, sale, etc).FIPs must have a manager (CVM registered),and all rules such as investment policy, quota-holders’ rights, capital calls and redemptions,class of quota and voting rights, and manage-ment fees must be provided in the FIP’sRegulation/Prospect. FIPs may acquire shares,debentures, subscription bonds and othersecurities (convertible into equity) of Brazilianpublic or private companies. In accordancewith Rule 391/03, FIPs are obliged to be part ofthe decision-making process of the investedcompanies. In addition, there are some specialrules that must be observed by FIPs withrespect to the private companies invested,which must adopt minimum corporate gover-nance practices, such as (i) disclosure of anyrelated parties’ agreements, stock option plansor their bonds/securities; (ii) arbitration clause

for corporate disputes, (iii) auditing by inde-pendent auditors registered before CVM.

However, there are some requirements thatforeign investors must fulfill in order to havethose benefits: (i) FIP investment must be madein accordance with Monetary Council Rule2,689; (ii) the beneficiary (related parties) can-not hold 40% or more of FIPs (or the right toreceive 40% of the income); (iii) maximum per-centage of 5% of some securities; (iv) benefi-ciary can’t be domiciled in a tax haven.

In light of the above circumstances, it is ofgreat importance to count on correct legaladvice when investors from the NordicCountries wish to enter the Brazilian marketeither by means of participating in FIPs, or pur-chasing shares on the Stock Market, besidesthe possibility of setting up a subsidiary orpartnering with a former representative oragent. Swedcham’s Legal Committee is orga-nizing an event in the second term to debate allthese major risk questions and the correct toolsand their mechanisms in order to be on thesafe side. Join us and be welcome!

W

* Renato Pacheco Neto, LL.M., is currentlyattending the Graduate ManagementProgram of HSE - Helsinki School of

Economics (Kauppakorkeakoulu) and is analumnus of the Executive ManagementProgram at SSE - Stockholm School of

Economics (IFL-Handelshögskolan). He is thefounder and coordinator of Swedcham’s Legal& Business Committee (LBC). He is also legaldirector of Swedcham’s Board of Directors, aswell as managing partner of Fraga, Bekiermane Pacheco Neto – Advogados, a law firm with

offices in São Paulo and Rio de Janeiro andworldwide alliances.

**João Otávio Pinheiro Olivério, LLB atCatholic University of São Paulo (PUC-SP), iscurrently attending postgraduate studies of

Business Management at Getúlio VargasFoundation (CEAG/FGV). He is an associate

lawyer of Fraga, Bekierman e Pacheco Neto -Advogados.

Investment Grade: Nordic opportunitiesfor investing in Brazilian Equity Funds(FIPs) and stocks

JUN_2008:B&SN 6/11/08 4:41 PM Page 28

urrently, Venturus is developing a project ofnumeric portability on the IMS (IP MultimediaSubsystem) platform, enabling users oftelecommunications services to change service

provider without needing to alter the original telephonenumber. The objective of the rule established by Anatel,the National Telecommunications Agency, is to generategreater competitiveness among landline and mobile tele-com operators as well as Internet service providers.

Another IMS technology application is to standardizethe synchronism and interface with users (known as the“look and feel”) among various devices (PC, handheld, cel-lular, etc.). In this manner, the executive of a certain com-pany that wishes to receive information about productionremotely will be able to access this data in a structuredfashion, with the same characteristics he has on his owncomputer, with the necessary adaptations for each device.

IMS technology has proven to be efficient in interme-diation between different accesses and applications, mak-ing it possible for the convergence of telecommunicationsnetworks to become a feasible reality.

Another noteworthy conquest involves Venturus’choice to develop the numeric portability system whichlandline and mobile telephone operators must offer totheir users by 2009.This project was analyzed by Finep (theStudies and Projects Financing Entity, which is a publicenterprise connected with the Ministry of Science andTechnology), and in March of this year was approved toreceive a financial allocation of BRL 1.6 million and givena period of 15 months to be concluded.

In a broader context, Venturus aims to be the preferredpartner of Brazilian or multinational companies thatbelieve that Brazil has a great growth potential in the sec-tor of software for applications in Information Technologyand Communication (ITC), telecommunications, automa-tion, the automotive industry, etc.

According to Antonio Ribeiro Neto, Superintendent ofVenturus, “if we look at BRIC (Brazil, Russia, India andChina), Brazil is the only country whose culture and val-ues are aligned with the western world, allowing for abetter interaction with the developed countries ofAmerica and Europe. In the long term, we can be the

incubator of partnerships, owing to the flexibility of oursoftware, engineering and systems companies, accus-tomed to being pioneers in innovative applications andservices.”

Ribeiro noted that one of the motivations to invest inprojects based on IMS—a technology in which the insti-tute is already considered a specialized center—is the pos-sibility of creating new solutions that contribute to Brazil’stechnological evolution.

“In the near future, operators will be able to developsolutions for numeric portability with 100% local technol-ogy and support. Investments will be lower and conver-gent infrastructure will make these companies even morecompetitive,” he comments.

Aware of the importance of creating new technologies,Venturus is investing in an approximation between theacademic milieu and the industrial sector, so that Brazilmay develop competences and generate new businessesthroughout the country. With all this and much more, inits 13 years of existence the institute has become one ofthe strongest and most attractive partners in the areas ofResearch & Development & Innovation (R&D&I).

Counting on highly qualified professionals, Venturusdevelops software of high complexity for world renownedcompanies such as Sony Ericsson, Emerson EnergySystems and Ericsson Telecommunications, as well asoffers assistance in negotiations on Research &Development incentive programs with the Ministry ofScience & Technology.

Venturus is located in Campinas, a privileged regionin the State of SãoPaulo, considered oneof Brazil’s largest tech-nological hubs. Theinstitute’s objective isto continue conquer-ing new markets inBrazil and abroad.

For more informa-tion, please accesswww.venturus.org.br

C

Venturus invests in the developmentof projects based on IMS technology


Antonio Ribeiro Neto,Superintendent of Venturus.

VENTURUS—AN INSTITUTE OF RESEARCH, DEVELOPMENT AND TECHNO-LOGICAL INNOVATION—DEVELOPS SOFTWARE PROJECTS AIMED AT THEAREAS OF INFORMATION TECHNOLOGY AND COMMUNICATION (ITC),TELECOMMUNICATIONS AND AUTOMATION.

JUN_2008:B&SN 6/11/08 4:41 PM Page 29

30 JUNE - AUGUST 200830 JUNE - AUGUST 2008

ever has the corporate worldbeen through so many trans-formations as in this day andage, when the order of the

day is collaboration. It is no longer possibleto live with functional organizational struc-tures, with rigid hierarchies, which ignoreprocesses as a whole and only handledepartmental activities. Often one doesn’teven know if these activities add some valueto the product or service supplied to clients.

For a better monitoring, transparency,increase in productivity and optimization oftheir operations, corporations have beenopting to work in a more matriarchal way,where processes are receiving attentionoften greater than the departments involved.

But after all, what are processes? In a sim-plistic view, a process is seen as a graphicdescription of a sequence of activities that arerelated and their entries and exits. From abroader scope, a process must be seen as apractical demonstration of the application of aseries of organizational resources, such as:generation of operational results, businessstrategies, client satisfaction; responsibility foractivities; application of competences and abil-ities; IT utilization; application of norms andpolicies for operation and decision making;practice of authority in decisive processes.

Business Process Management isincreasingly influencing sales activities

And why should we think about processes?Describing a process requires dominion andknowledge about: the functioning of activi-ties, responsibilities, how exceptions aretreated, the decisive process and variousother factors that are critical for business.Therefore, the capacity (or lack of) to ade-quately describe a process functions as athermometer to assess which dominion theorganization has over its activities. For thisreason, most corporate management sys-tems (ISO, SOX, PNQ norms, etc.) begin withthe requirement for the description of theprocesses. Companies also seek to divide theprocesses in those which contribute to thecompany’s Value Chain, such as for instancethe mercadological macroprocess (compris-ing the following sub-processes: prospec-tion, planning, pre-sale, sale and evaluation)and those which simply provide backup,such as HR personnel for example.

The Value Chain pertains to a group offactors responsible for the transformation ofexternal resources to the business in prod-ucts and services perceived by clients andshareholders as a solution to their needs,comprising: processes, competences, leader-ship, planning and strategy, information andcommunication systems, policies, proceduresand norms, management and decision sys-tems and organization. Thus, the Value Chainof the Supplier impacts on the Value Chainof the Company, which impacts on the ValueChain of the Distribution or Sales Channeland the latter on the Value Chain of theBuyer. It is clear that with this approach we nolonger have to deal with stagnant activities.

This is all the more important when weobserve automated sales services, such as forexample B2B or B2C. By simply pressingdown on a key, we unleash a whole buying,invoicing and delivery process. On most occa-sions, we don’t even realize the complexity

that involves this whole operation with itsvarious sub-processes. There are variousactivities which with pre-determined andprecise times need to be executed by peopleuntil the merchandise reaches the client.Thus, it is not enough to have optimized pro-cesses if the people involved do not have thecompetences required to develop them. Weare used to saying: “You want to improveprocesses? Invest in people. You want toimprove people? Invest in processes.”

Sales professionals will have to becomeincreasingly accustomed to acquiring knowl-edge that goes way beyond the characteristicspf the products or services they are offering.There are quite a large number of segments orcompanies that have been adopting the useof remote, wireless terminals so that theirsales professionals or their channels can assisttheir clients on line in an integral and instan-taneous manner, with prices, delivery dead-lines, information on the process of theorders, the products in stock, the manufactur-ing situation, and so many other importantitems for buyers. On the other hand, also online, with the simple confirmation of an orderby the salesman accessing the terminal, thisactivates all the procedures for the order to bemet within the established deadline. Thus, bysimply pressing a keyboard, one activates aprocess that involves activities in various sec-tors of a company.

All this automation is only possible when wework with processes and a strong IT support.Process Management is a methodology thatseeks to integrate the activities of the differentareas of a company (sales, finances, logistics,marketing, etc.) so as to improve and optimizeprocesses and make them more efficient.

However, one must not forget that in allprocesses we will find people that performcertain activities that have required compe-

N

Human & Business Excellence By Dieter Kelber*

Continued on page 42

JUN_2008:B&SN 6/11/08 4:41 PM Page 30

Adriana de Lima Russo(11) [email protected]

Area of interest: Clinical and Health Psychology

Experience:Post-graduate program at InCor: health psychol-ogy applied to cardiology. One year of experiencein the hospital, plus clinical attendance to indi-viduals and groups.

Knowledge: Clinical attendance to inpatients (adults and chil-dren) at all the units of the hospital. Support tothe inpatients’ families, coordination of informa-tion groups and psychological evaluation of hearttransplant candidates.

Languages: Portuguese, English and Swedish.

Swedcham Employment Services

Classified Ad Sizes and PricesSize 1: 1 column x 3 cm ........................ R$ 50,00

Size 2: 1 column x 6 cm ........................ R$ 100,00

Size 3: 1 column x 9 cm ........................ R$ 150,00

Size 4: 2 columns x 6 cm ....................... R$ 200,00



1 2 3Sizes

Size 4 Size 5 Size 6

Classif ied Sales & Services

Classified ads advertise products and services

Swedcham reserves the right torefuse any advertisment that itdeems inappropriate.

[email protected]


Special offer toSwedcham members

Swedcham now offers employmentclassifieds free of charge for individualChamber members.Send your employment information [email protected] and we willformulate an ad for those seekingemployment.Companies who wish to advertise tofind an employee will be charged a fee.

Contact:[email protected]

Swedcham Employment Services ads arefree of charge for individual Chamber mem-bers who are seeking employment. The adscan contain one small photograph of theperson and a text providing basic employ-ment history and contact information.

Ad Sizes: 8 cm x 6 cm

Companies who wish to utilize theseEmployment Service ads in search of emplo-yees must pay for the classified space.

The available ad size is:1. 16 cm x 12 cm R$ 800,002. 8 cm x 6 cm R$ 300,00

All company employment ads will containonly text and company logotypes and be inblack & white.

JUN_2008:B&SN 6/11/08 4:41 PM Page 32

Swedish-Brazilian Chamber of CommerceRua Oscar Freire 379, 12º andarCEP: 01426-001 – São PauloTel.: +55 11 3066 2550Fax.: +55 11 3066 2598www.swedcham.com.brExecutive Secretary: Jonas Sjöbom

Norwegian-Brazilian Chamber of CommerceRua Lauro Muller 116, sala 2401, Torre Rio SulCEP: 22290-160 – Rio de Janeiro, BrazilTel.: +55 21 2541-7732Fax.: +55 21 2275 [email protected] Secretary: Bruna Axt Portella

Editor: Laura [email protected]: 11 3066 2550Marketing & Sales Manager: Peter [email protected].: 11 3066 2569General coordinator: Laura Reid

Graphics/Production:2:d Comunicação DesignRua Bela Cintra 1618/2, CEP 01415-001- São PauloTel.: 11 3083 6380 www.doisd.com.brPrinter:Sonopress Gráfica, Rua Dr. Edgard TheotônioSantana, 351 - CEP 01140-030 - São Paulo - SPTel.: 11 3383 4500

is a quarterly joint-publication of the Swedish-Brazilian and the Norwegian-Brazilian Chambersof Commerce.

The opinions in this publication are those ofauthors or persons interviewed and, therefore, donot necessarily reflect the views of Swedcham,the NBCC, or the editor. The articles may be pub-lished as long as the source is mentioned. Theinformation in this publication results from themost careful interviews and evaluations.Nevertheless, the use for commercial purposes isnot the publisher’s responsibility.

SWEDENNORWAY

BRAZIL&

...BusinessContinued from page 30

tences. In the case of a salesman who uses aremote terminal, the competence requiredfor handling the terminal is an essential fac-tor to successfully carry out the sale. That is,it is no use companies implementing a goodprocess automation if they do not provideadequate training to their users or partici-pants in the process. Unfortunately, a largenumber of companies are more than willingto release investments in the IT area but con-siderably limit their investments in the devel-opment of human capital. One must alwaysremember that it is people who establish thestrategy and processes within a company.

Today, besides basic competences relatedto sales, good sales professionals also needto know the processes of the companieswhere they work, in order to help improvethese processes. In the same manner, theymust also understand the processes of theirclients, thereby creating new opportunitiesto offer solutions that add value.

Globalization, which leads to a horizontal-ization of activities, has generated innumer-ous opportunities, as long as one can see thewhole picture. And we will only see the wholepicture if we understand how the processesfunction, as well as the systems that supportthem and the people who work on them.Individual indicators are increasingly beingjoined by a large number of collective indica-tors that must be fulfilled, especially if theyare included in the organization’s Value Chain.It is unlikely that we will have a good group ofsales and deliveries of products and services ifwe do not have a good process managementand a well trained human capital.

*Dieter Kelber is the executive director of theAdvanced Institute of Intellectual

Development (INSADI) and Coordinator ofSwedcham’s Human Capital Committee.

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jun 2008:b&sn 6/11/08 4:40 pm page 1 brazil norway

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