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Brasil ao vivo 2011


Visit at Marcopolo in Caxias do Sul

Where is Brazil heading to? What are Brazilian management and leadership all about? What is that strange thing called Brazilian dream? We wanted to find out again. Six cities, fourteen companies and organizations, two soccer stadiums - 20 students, all of them participants of the Master of Science in International Management Programme in Olten and Basel, took part in the “Brasil ao vivo 2011” project dedicated to exploring Brazil’s role amongst the most important players to shape the world in the 21st century.

How is Brazil, known to be very often one step behind schedule and weighing that up with ‘jeitinho’ skills (finding your way around obstacles even though they may seem insurmountable), dealing with its challenges regarding infrastructure and security issues in the wake of the FIFA World Cup 2014 and the Olympic Games in Rio 2016?

The project ‘Brasil ao vivo 2011’ which is the fourth of its kind took place between November 14 and December 2, 2011. It was led by Prof. Dr. Thomas Bürgi (International Management), who coaches managers for market entry in Brazil, and Prof. Dr. Kut Hinkelmann (Business Information Systems). They were accompanied by Prof. Robert Buttery, head of International Office School of Business FHNW.

Marcopolo 2

Visit at Marcopolo in Caxias do Sul

Brazil is really taking off. In economic and political terms, Brazil is set to be amongst the most important players to shape the world in the 21st century. The South American giant is, after having reached political and financial stability during Lula’s presidency, rapidly gaining economic power, while developing an increasingly relevant role in international affairs. Under President Dilma’s rule, Brazil will continue to play a key role among the BRIC countries.

The students were offered the unique chance of interviewing managers of internationally operating companies in Porto Allegre, Caxias do Sul, Belo Horizonte, São Paulo and Rio de Janeiro. They discussed tourism and event management issues with football experts from Brazilian top soccer clubs as well as with FIFA experts. Moreover, they gained a profound insight into Brazilian university life. Brazil’s economy is booming. Companies and organisations are impressive in size and strategic management.

Brazilian managers emphasize that Brazil, being a rather young democracy, has reached a level of stability which is most favourable for the country’s development and will certainly lead to a promising future. Security and safety issues as well as infrastructural issues are being addressed and eventually taken care of – albeit with some delays. Recurrent interventions of policemen on the outskirts of Rio aimed at preparing a safe and secure framework for the World Cup and the Olympic Games are supported by the local population – which seems obvious to Swiss people, but in fact is very new.

Among the highlights was an insight into the brand development – or, more precisely, relaunch – of a big bank (Itaú) as a truly socially responsible actor on Brazil’s stage. The ‘play’ is about how to make Brazil a top player on the international scale. The delegation was also offered more than a glimpse behind the scenes at Rede Globo (formerly TV Globo), Brazil’s factory of dreams and reality (Telenovelas and News). A reception by FDC (Fundaçao Dom Cabral), the world’s number five Business School for executive education where managers are ‘made’ (the Swiss based IMD is ranked third) made a lasting impression with regard to Brazil’s managerial potential. This was complimented by the hard labour of workers in car and coach plants witnessed in Caxías do Sul.

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Prof. Dr. Thomas Bürgi,

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