Omnium Goes to Brazil
Why Brazil? One of the world’s top ten economies and a so-called "BRIC" (Brazil, Russia, India and China) country, Brazil is an emerging giant poised to transform the global economy. It is also home to numerous world-beating companies that managed to survive and thrive in often turbulent economic conditions. Omnium participants hear directly from Brazilian managers about what it takes to weather super inflation and currency fluctuations while still competing successfully in global markets. How did aircraft-maker Embraer outperform Bombardier? How did Brazilian brewer Ambev crush competition from Canadian brewing giant Molson? Brazilian companies have much to teach us about succeeding in turbulent, high-risk markets.
The Future Is Now
“[Omnium guest lecturer] Hanna Henkel has made the provocative statement that ‘Brazil is the country of the future – and will ever be.’ We had the chance to see a living example in which the ‘ever’ has definitely been replaced by ‘now.’ [Natura Cosméticos SA] can best be described as a world-class manufacturer. In line with its vision of becoming a worldwide leader in sustainable development, the company started a program to allow the sustainable exploitation of the bio- and social diversity found in the Brazilian rain forest. The objective was to generate viable business opportunities while supporting local social development. Working with the traditional communities along the Iratapuru River, Natura created EKOS, a product line derived from the oil of the Brazil nut. Today, it accounts for 10% of sales.”
From the report by an Omnium study group on its visit to Brazilian cosmetics firm Natura (www.natura.com)
