Interview with Rodrigo Cintra, CEO of Focus RI

The head of the Department of International Relations & Country Studies da ESPM-SP e CEO da Focus RI, consulting and advisory firm in international relations, Rodrigo Cintra, in an interview with World Portal RI, He talked about Internationalization of Enterprises, travel theme that minister in the days 23 e 24 July.

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Despite the numerous incentives for internationalization of small and medium enterprises, such as specific lines of credit BNDES, SEBRAE programs, Projects of the Federal Government and State Governments, lack preparation for entrepreneurs to conduct effectively the process of internationalization, Cintra says, which also described the profile of companies that begin to seek its international insertion.

MundoRI – What reason the focus of the course in small and medium-sized enterprises?

Cintra – Large companies usually have a worldwide presence, with division of international markets between different plants. For small and medium-sized, international operations presents other challenges. The prospect of the markets and the entry of possible strategies are different. The reality of small and medium-sized enterprises is shortage of funds for investments in new international markets, and this should be considered.

MundoRI – Whereas the good economic phase experienced by Brazil should, largely, the internal market, that internationalize?

Cintra – Internationalize your company is more than open new markets (although this objective should also be considered). The presence in world markets allows the company to improve its production processes, achieve scale, have contact with competitors and new trends, among others.

MundoRI – Brazilian businessmen already understand this need? And they are prepared for the challenges of internationalization?

Cintra – Usually what we see is that entrepreneurs have understood the need for internationalization, but still do not know how to do this. Simpler things like mastering foreign languages (as English and Spanish) the more complex ones such as trading standards and the possible internationalization models still need more attention.

MundoRI – What are the biggest difficulties?

Cintra -Perhaps one of the greatest difficulties in the process of internationalization is the communication process. Understand what the other party wants effectively. We tend to project our business vision to the international level, replicating the experience (generally successful) we have in Brazil, and I could not understand why it does not work. Each culture has a pattern of trading, understanding business. You have to understand this issue so that we can think about whether we are actually looking for the best market.

MundoRI – How important is a professional who specializes in this area?

Cintra – The skilled practitioner is able to develop an international insertion strategy that effectively feasible. Internationalization is not to sell outside Brazil. The trading time, the business itself, it's bigger. There are several possible strategies that vary in two axes: turnaround time and risk. The international market presents these logical axes that are very different from those found in the Brazilian market. Not always a good strategist Brazilian trade will be a good professional time to internationalize a business.

MundoRI – What is the profile of Brazilian companies that already take care of their insertion in the global market?

Cintra – Are generally large companies. Small and medium-sized enterprises are still in the beginning. But only care about sales. Brand, contact consumers, understanding of international trends are some of the things that should be looked after, other way, it is very difficult to remain in the international market without increasing deterioration of trading conditions.

MundoRI – Companies which sectors are seeking internationalization?

Cintra -For small and medium enterprises, what you see is that those that produce specific products, good “Brazilians” They are the first to venture into the international market. The others tend to be afraid of competition. It is the idea that the Chinese are cheaper than us. But there is a condition for manufacturing companies also seek the international market, what is needed is a good strategy. Some service companies also begin to engage with the internationalization.

Rodrigo Cintra He is CEO of Focus RI and Head of Department of International Relations & Country Studies da ESPM-SP. PhD in International Relations from the UNB and Post-PhD in Creative and Territorial Competitiveness industries by Lisbon University Institute, He is also a member of the advisory board of the Chamber of Commerce Argentine Brazilian, where he was Vice President of the Executive Board during the triennium 2004-2006 and Director of Research in the three years 2001-2003.

Source: http://mundori.com/home/view.asp?paNoticia=2223 (13/7/2011)