Book Americas MBA 2014

Americas MBA Study Trip FIA – Fundação Instituto de Administração

October 17th to 25th, 2014

São Paulo, October 17th, 2014.

Dear Americas Students,

WELCOME! We are very pleased to receive you at FIA Business School for your Brazil residency. We hope you have a productive and enjoyable stay.

Should you need any help during your visit, do not hesitate to contact the Program Assistant, Claudia Garcia Ivonciac (claudiag@fia.com.br or +55.11.3732.3520).

Emergency telephone number: + 55 11 98698-2439. To make a collect call within São Paulo, dial 9090 + telephone number.

International MBA Faculty Department, Rua José Alves Cunha Lima 172, Rio Pequeno:  55-11-3732-3519 and 55-11-3732-3520.

Professor James T. C. Wright, PhD Associate Dean for Research jamest@fia.com.br

Best Regards,

Prof. James T. C. Wright, PhD

Associate Dean for Research

FIA – Fundação Instituto de Administração, São Paulo - Brazil

TABLE OF CONTENT About FIA – Fundação Instituto de Administração ............................................................................... 6 Wifi Account Information ........................................................................................................................... 8 FIA’s Library System ................................................................................................................................. 9 FIA’s Team ............................................................................................................................................... 10 AMERICAS MBA STUDENT’s............................................................................................................... 13 Program Schedule - Study Trip ............................................................................................................. 22 Arrangements, Preparation, Last Details ............................................................................................. 25 About the activities .................................................................................................................................. 27

About São Paulo ...................................................................................................................................... 46

FIA – Fundação Instituto de Administração, São Paulo - Brazil

FIA – Fundação Instituto de Administração, São Paulo - Brazil

ABOUT FIA – FUNDAÇÃO INSTITUTO DE ADMINISTRAÇÃO Created by private initiative in 1980, this not-for-profit organization has served over 3.000 companies and developed close to 5.000 projects in its three basic fields of practice: education, consulting and research.

FIA maintains three primary campuses located in dynamic and culturally diverse neighborhoods such as Butantã, Pinheiros and Vila Olímpia. Course offerings and faculty are constantly reviewed and updated, resulting in excellent rankings in business publications

CAMPUS FACILITIES - All academic material is provided on loan from the library or on eletronic format.

- PC workstations - Cafeteria and restaurant available on campus

6

FIA – Fundação Instituto de Administração, São Paulo - Brazil

WIFI ACCOUNT INFORMATION For your free access to FIA, beware the following:

You have received a visitor badge. Keep it until the end of your stay and use it to come in and out of the building through the turnstiles; To connect to the wifi network, locate FIA’s network and use the following password: (Login) Usuário: FIA (Password) Senha: UEB@2014*

8

FIA – Fundação Instituto de Administração, São Paulo - Brazil

FIA’S LIBRARY SYSTEM To access FIA’s library system, please follow these steps: Go to: www.fia.com.br At the top right of the page you will see PORTAL DO ALUNO Enter your login and password as follows: LOGIN: americasmba SENHA (PASSWORD): fiabiblio Once there, click on “Bases Eletrônicas” on the menu, then you are ready to search whatever you need.

If you need any further help, feel free to contact our staff.

9

FIA – Fundação Instituto de Administração, São Paulo - Brazil

FIA’S EDUCATIONAL UNIT BUTANTÃ TEAM Professor James Wright, PhD Associate Dean for Research

Professor Renata Giovinazzo Spers, PhD Vice - Director

COURSE COORDINATION Ana Paula G. de O. Fraga Guimarães Admissions & International Programs Manager

Claudia Garcia Ivonciac Admissions and Administrative Analyst

Daniana Santos Head of Admissions & Communication

Juliana Bauer Lomonaco Marketing Analyst

ADMISSIONS , MARKETING AND INTERNATIONAL T RIPS AREAS Ivana Franco da Silveira Administrative Supervisor - Operations & Financial Areas

Paloma Cristina da Silva Correia Administrative Area

Paulo Roberto Ferreira Gonçalves Assistant - Operations Area

Joseph da Silva Pavão Neto Administrative Area

Professor Luis Fernando Barreto Assistant Professor

Professor Samantha Mazzero Assistant Professor

ACADEMIC, ADMINISTRATIVE , AND

FINANCIAL AREAS 10

FIA – Fundação Instituto de Administração, São Paulo - Brazil

We are happy to attend you!

Anytime you need.

11

FIA – Fundação Instituto de Administração, São Paulo - Brazil

12

FIA – Fundação Instituto de Administração, São Paulo - Brazil

AMERICAS MBA STUDENT’S

Name: Alexandre Latorre Lopes Position: Latim America Strategic Planning Manager Company: BASF S.A. E-mail: alexandre.latorre@yahoo.com

Name: Amanda Nishikawa Position: Marketing Manager Company: Ingredion E-mail: amanda.nishikawa@gmail.com

Name: Bruno Cesar Silva Motta Position: Technical Sales Manager Company: Chemtura E-mail: bruno.csmotta@gmail.com

Name: Elaine Gonçalves Olivetto Position: Treasury Manager Company: TNT Mercurio Cargas e Encomendas Expressas E-mail: elaine.olivetto@gmail.com

13

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Name: Larissa Martins do Santos Position: Reinsurance Underwrite Company: Liberty Syndicates E-mail: larissa.martins@libertysyndicates.com

Name: Lucas Cortez Moura Position: General Manager Company: ITEB E-mail: lucas@iteb.com.br

Name: Lucas Ferraz Nobrega Position: Pension Fund Coordinator Company: Bayer S.A. E-mail: lucasferraznobrega@gmail.com

Name: Luciana Rangel Antunes de Castro Position: Marketing Manager Company: Natura Cosméticos E-mail: luciana.antunes@uol.com.br/ lucianarangel@natura.net

14

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Name: Joel August Monrose Position: IT Manager Company: HAMON E-mail: joel.monrose@hamon.com.br

Name: Marcelo Cavalcante de Vasconcelos Position: Director Company: Biomed Clinic E-mail: marcelo_cv@hotmail.com

Name: Marina Soares Position: Project Manager - Strategic Business Development Company: Novo Nordisk - Pharmaceutical Company E-mail: marina_unifei@hotmail.com

Name: Samuel Henrique de Oliveira Ferreira Position: Sales Intelligence Coordinator Company: Multimarcas E-mail: shferreira@gmail.com

Name: Thomas R. Jones Position: IT Service Delivery Manager – South America Company: Linde Gases E-mail: tom.jones@linde.com

15

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Name: Gabriela Larraguivel Position: Controller Company: Emerson Eletric de Mexico, S. A. de C. V. E-mail: gabyitam@gmail.com

Name: Gualberto González Valencia Position: Surgical Sales Manager Company: Alcon by Novartis E-mail: gualberto.gonzalez@gmail.com

Name: Israel Garduño Maciel Position: Supply Chain Manager Company: Eli Lilly E-mail: gardunois01@gmail.com

Name: Karen Rodríguez Román Position: Processes Especialist Company: Metlife Mexico E-mail: karen.rr@gmail.com

16

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Name: Luis Miguel Sánchez Tello Position: Sr. Analystic Company: BBVA E-mail: luis.tyo@gmail.com

Name: Rócio Angélica González lelo de Larrea Position: Manager of the Executive Team Company: Asociación Lar, A. C. E-mail: rociogdevela@hotmail.com

Name: Rócio Pérez Martínez Position: Coordinator of Costum Programs Company: ITAM E-mail: rociopz86@gmail.com

17

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Name: Adrian Vermerris Position: Client Services Manager Company: Long View Systems E-mail: avermerr@sfu.ca

Name: Devi Singh Position: Vice President of Production Company: Odyssey Media inc.

E-mail: devis@sfu.ca

Name: Devrim Birlik Position: Entrepreneur / Global Sales and Marketing Consultant Company: www.BuyersOwn.com HotelCloud Me & my BIG ideas JLA Home E-mail: dbirlik@sfu.ca

Name: Karen Mckenna Position: Business Consultant Company: TELUS E-mail: kewudrick@gmail.com

18

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Name: Manuel Riebeling Guzmán Nickname: Manny Position: Real Estate Asset Manager Company: J. Can Investiments Ltd. E-mail: many3187@gmail.com

Name: Michelle Penney Nickname: Michelle Position: Associate Director Company: University of British Columbia (Robson Square) E-mail: michelle.penney@gmail.com

Name: Mohamed Khan Position: Leader of Radiation Oncology Company: BC Cancer Agency – Vancouver Center, and UBC E-mail: mohamedk@sfu.ca

Name: Terry Waterhouse Position: Chief Safety Officer Company: Simon Fraser University E-mail: terry_waterhouse@sfu.ca

Name: Christian Wellstood Position: Director of Marine Operations & Security, Harbour Master Company: Port Metro Vancouver E-mail: chirs.wellstood@gmail.com 19

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Name: Jay Luis Aguilar Position: VP of Business Development Company: Porcelain Industries E-mail: jayluisaguilar@gmail.com

Name: Adnan Barqawi Position: Manager, Product Management Company: Asurion E-mail: adnanbarqawi@me.com

Name: Chadwick Conn Position: Vice President - Operations Company: Eco-Energy, LLC E-mail: chadwick.conn@gmail.com

Name: Bruno Evangelista Position: Offer Marketing Manager Company: Schneider Eletrics E-mail: brunocesar2@hotmail.com

20

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Name: Alexander Fredrick Guyse Position: Senior Process Tecnology and Sustainability Manager Company: Cemex E-mail: alex.guyse@cemex.com, alexguyse@hotmail.com

Name: Enderson Miranda Position: President Company: OnSomble, Inc. E-mail: enderson.miranda@onsomble.com

Name: Silvia Denise Moyses Position: Financial Analyst Company: Nissan North America E-mail: silviamoyses@gmail.com

Name: Ricardo Quiroga Position: Plant Manager Company: Cemex E-mail: Ricardo.quiroga@cemex.com

Name: Vibhav Veldore Position: General Manager, Logistics and Supply Planning Company: Bridgestone – Latim America E-mail: vibhav.veldore@gmail.com

21

FIA – Fundação Instituto de Administração, São Paulo - Brazil

PROGRAM SCHEDULE - STUDY TRIP Activity/Class

Speaker

Friday October 17 th, 2014 08:00pm - 10:00pm

Welcome Dinner at Fogo de Chão

Saturday October 18th , 2014 08:30am - 12:30pm 10:30am 12:30pm 01:30pm - 05:30pm 03:30pm

The High Growth Markets: An Overview, Future Prospects and Challenges Coffee-break Lunch Socio Economic Challenges Coffee-break

James Wright

Roberto Dumas Damas

Sunday October 19th , 2014 09:00am - 01:00pm 10:30am 01:20pm - 02:40pm 02:40pm - 06:00pm 06:30pm - 09:30pm

Team Meetings Coffee-break Lunch at Margot Bistrot City Tour Samba School Experience

Monday October 20th , 2014 08:30am - 12:30pm 10:30am 12:15pm - 12:30pm 12:30pm 01:30pm - 05:30pm 03:30pm 05:30pm - 07:30pm

Marketing in South America Coffee-break Picture group Lunch Marketing and Social Media in Emerging Markets Coffee-break Team Meetings

Elber Mazaro

Corporate Social Responsability: Concepts and Practical Aspects Coffee-break Lunch Integrated Report Coffee-break Team Meetings

Carlos Eduardo Lessa Brandão

Rodrigo Leão

Tuesday October 21st , 2014 08:30am - 12:30pm 10:30am 12:30pm 01:30pm - 04:30pm 15:30pm 04:30pm - 07:30pm

Luiz Nelson Guedes

Wednesday October 22nd , 2014 08:30am - 12:30pm 10:30am 12:30pm 01:30pm - 05:30pm

Marketing and Value Creation at the Bottom of the Pyramid Coffee-break Brown bag lunch Natura Visit

James Wright Leandro Fraga

Carlos Pedote

22

FIA – Fundação Instituto de Administração, São Paulo - Brazil Activity/Class

Speaker

08:30am - 12:30pm

CSR in Action

James Wright | Bill Presada Guilherme Cruz (UNIBES)

10:30am 12:30pm 01:30pm - 05:30pm 03:30pm 06:00pm - 09:00pm

Coffee-break Lunch Workshop: Developing a Product for the BOP Coffee-break Soccer game and Barbecue

Thursday October 23th, 2014

James Wright | Dirk Thomaz

Friday October 24th, 2014 08:30am - 10:30am 10:30am 10:30am - 12:30pm

CSR and Leadership Coffee-break Meaning of Work - Roundtable

Alfredo Behrens

12:30pm - 05:30pm

Educandário: Visit to a Social Project

Alvino Silva

Embraer: Global Leader in Regional Jets Coffee-break Wrap up

Orlando Neto

Alfredo Behrens | Robert Wong Donizete Santos

Saturday October 25th, 2014 08:30am - 10:30am 10:30am 10:30am - 12:30pm

James Wright

Start Corporate Social Responsibility Paper Start Strategies For Emerging Markets Paper

Monday November 24th, 2014 Corporate Social Responsability Paper Deadline Strategies For Emerging Markets Paper Deadline

Please note that while this is intended to be the final schedule, minor changes due to unforeseen circumstances or program needs are always possible. Updates and changes will be communicated by the program staff and faculty after arrival

23

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Bus Schedule Pick up/Departure

Take to

07:00pm 10:00pm

Group Pickup: Tryp Hotel Group Pickup: Restaurant

Fogo de Chão Restaurant Tryp Hotel

Saturday October 18th, 2014 07:30am 05:30pm

Group Pickup: Tryp Hotel Group Pickup: FIA

FIA Tryp Hotel

Sunday October 19th, 2014 01:00pm 02:40pm 06:00pm 09:30pm

Group Pickup: Tryp Hotel Departure to City Tour Departure to Samba School Group Pickup: Samba School

Margot Bistrot Restaurant

Monday October 20th, 2014 07:30am 07:30pm

Group Pickup: Tryp Hotel Group Pickup: FIA

FIA Tryp Hotel

Tuesday October 21st, 2014 07:30am 07:30pm

Group Pickup: Tryp Hotel Group Pickup: FIA

FIA Tryp Hotel

Wednesday October 22nd, 2014 07:30am 12:00pm 05:30pm

Group Pickup: Tryp Hotel Group Pickup: FIA Group Pickup: Natura

FIA Natura Tryp Hotel

Thursday October 23th, 2014 07:30am 05:30pm 09:00pm

Group Pickup: Tryp Hotel Group Pickup: FIA Group Pickup: Soccer

FIA Soccer Tryp Hotel

Friday October 24th, 2014 07:30am 12:00pm 05:30pm

Group Pickup: Tryp Hotel Group Pickup: FIA Group Pickup: Educandário

FIA Educandário Tryp Hotel

Saturday October 25th, 2014 07:30am 12:00pm

Group Pickup: Tryp Hotel Group Pickup: FIA

FIA Tryp Hotel

Friday October 17 th, 2014

Tryp Hotel

24

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Arrangements, Preparation, Last Details PREPARE FOR CLASSES Check the reading materials available on Canvas and make sure you come to classes prepared.

The book “The Growth Map” should be read from Chapter 1 to 6.

HEALTH INSURANCE It is very important that you have some kind of travel insurance during your stay here.

DOCUMENTS We recommend you take a copy of your passport and carry it with you at all times. Particularly remember to bring it with you for the company visits, for you may be requested to produce some identification document.

CLOTHES There is no need to wear formal attire for the classes; casual clothes will certainly be appropriate.

Temperatures should be between 15° and 30°C, and showers may occur. An umbrella will be most useful!

We will have some outdoor activities for which you may want to wear something more relaxed, like bermudas or dresses for the girls. This would be perfect for our city tour, for our visit to the Samba School.

We have schedule a court for us to play a bit and pretend we can play soccer – this includes boys and girls! A regular t-shirt, shorts and sneakers are enough. Even those who have no idea how to kick a ball are most welcome, for while some brave volunteers play, we will enjoy a nice chat and barbecue.

FOR THE COMPANY VISITS, BEWARE: Natura - Slippers are not proper for this visit and visitors wearing them are not permitted on tour.

- Suits, ties and short skirts are not recommended for this visit as well.

25

FIA – Fundação Instituto de Administração, São Paulo - Brazil

AIRPORT ARRIVALS São Paulo International Airport, also known as Guarulhos (therefore GRU) or Cumbica, has an extremely reliable Taxi Service, operated by a cooperative called Guarucoop. As soon as you leave the airport facility you will see this counter located between the sliding doors: You can pay by credit card on the counter before boarding the taxi, or head straight to the line (you will see to the left) if you are paying cash. Estimated price for a ride to our official hotel: R$ 140, 00. Students arriving on the same flight can arrange to share the taxi.

MOVING AROUND We will provide a bus that will pick you up for all the activities.

Please see schedule indicating pick up times.

The meeting point for departures is always the official hotel, Tryp Iguatemi. If you are staying elsewhere, please be at the hotel at the appointed times.

SHOULD YOU NEED ANY HELP AT ANY TIME, THESE ARE OUR NUMBERS: FIA International MBA Office: + 55 (11) 3732-3520 Claudia’s cell phone: + 55 (11) 98697-3581 To make a collect call inside São Paulo, dial 9090 + telephone number

26

FIA – Fundação Instituto de Administração, São Paulo - Brazil

ABOUT THE ACTIVITIES WELCOME DINNER - FOGO DE CHÃO RESTAURANT (A TIPICAL BRAZILIAN CHURRASCO RESTAURANT ) FRIDAY OCTOBER 17TH, 2014

Churrasco is a Portuguese and Spanish term referring to beef or grilled meat known as Brazilian Barbecue, it is prominent feature in the cuisine of Brazil and other Latin American countries. The related term churrascaria is mostly understood to be a steakhouse.

A churrascaria is a restaurant serving grilled meat, many offering as much as one can eat: the waiters move around the restaurant with the skewers, slicing meat onto the client's plate. This serving style is called espeto corrido or rodízio, and is quite popular in Brazil.

In Brazil, churrasco is the term for a barbecue which originated in southern Brazil. It uses a variety of meats, pork, sausage and chicken which may be cooked on a purpose-built "churrasqueira", a barbecue grill, often with supports for spits or skewers. Portable "churrasqueiras" are similar to those used to prepare the assado, with a grill support, but many Brazilian "churrasqueiras" do not have grills, only the skewers above the embers. The meat may alternatively be cooked on large metal or wood skewers resting on a support or stuck into the ground and roasted with the embers of charcoal (wood may also be used, especially in the State of Rio Grande do Sul).

27

FIA – Fundação Instituto de Administração, São Paulo - Brazil CITY TOUR SUNDAY OCTOBER 19TH, 2014

AVENIDA EUROPA Avenida Europa is a famous avenue in the Jardins region, city of São Paulo. Notorious for its many sports car dealerships, dubbed "Luxary Car Avenue".

This is the address where people from all over Brazil converge to buy or appreciate brands such as Audi, BMW, Mercedes-Benz, Lamborghini, Porsche, Jaguar and also the newcomers Bentley and Aston Martin.

Also, Citroen, Subaru, Mitsubishi Motors, Kia Motors, Hyundai, Suzuki and Smart. There are also shops for used luxury cars, a variety of lush showcases and displays, and others such as Formula Blindados, M5 Import, Automiami, First, Platinuss and dealers/importers Koenigsegg, Pagani and Spyker.

RUA AUGUSTA Rua Augusta is a major arterial road in the city of São Paulo, connecting downtown with the Jardins neighborhood.

Currently, the stretch from its beginning to the intersection with Avenida Paulista, located in the central region/downtown of São Paulo, is packed with nightclubs, bars and event venues.

The remainder of its length is taken up by banks, shops and “boutique stores”, high-end restaurants, theatres and cinemas, boasting a possibly more noble, sophisticated ambiance and striking visitors with the impression of being in an “shopping mall in the open”. Featured streets and alleys: Alameda Santos, Rua Oscar Freire and Avenida Estados Unidos.

28

FIA – Fundação Instituto de Administração, São Paulo - Brazil

CITY TOUR SUNDAY OCTOBER 19TH, 2014

AVENIDA PAULISTA

Avenida Paulista – in Portuguese, Paulista being the gentilic for those born in São Paulo state – is one of the most important thoroughfares of the city of São Paulo. Located at the boundary between the MidSouth, Central and West zones; one of the areas with the highest altitudes of the city, dubbed the Paulista “Spike”. Considered one of the main financial centers of the city, as well as one of its most characteristic sights, the avenue reveals its importance not only as an economic hub but also due to its cultural and entertainment “centrality”. Harbors a large number of corporate headquarters, banks, consulates, hotels, hospitals (such as the traditional Santa Catarina Hospital), scientific, cultural and educational institutes (such as the Pasteur Institute, MASP and the traditional Colégio São Luís, respectively). Thousands of people from all regions of the city and beyond pass through Avenida Paulista every day. Additionally, Avenida Paulista is an important road axis linking important avenues in the city, such as Dr. Arnaldo, Rebouças, Nove de Julho, Brigadeiro Luis Antonio, Vinte e Três de Maio, Rua da Consolação and Avenida Angélica.

29

FIA – Fundação Instituto de Administração, São Paulo - Brazil

CITY TOUR SUNDAY OCTOBER 19TH, 2014

PATEO DO COLÉGIO Pateo do Colégio is an archaeological site where the first building in São Paulo was raised. The location, high on a hill between the rivers Tamanduateí and Anhangabaú, was chosen to begin the indoctrination/catechism of the natives.

On January 25th, 1554, was celebrated the Mass officializing the birth of the Jesuit school. In 1556, Father Afonso Brás, precursor of Brazilian architecture, was responsible for the construction of the school attached with a church. Quarrels between settlers and the religious defending the indigenous, culminated in the expulsion of the Jesuits from the site in 1640, to where they would return only thirteen years later.

In the second half of the seventeenth century, the third building of rammed earth and stone was erected.

The “Courtyard of the School” hosted the state government between the years 1765 and 1912, after the State appropriation of the site, serving as the “Palace of Governors”, due to the expulsion of the Jesuits from Portuguese lands, determined by the Marquis of Pombal in 1759.

The former colonial house was completely decharachterized by extensive remodeling and reforms during that period, especially in the last quarter of the nineteenth century.

This apostolic work, belonging to the Society of Jesus, is currently composed by the Padre Anchieta Museum, Manoel da Nobrega Auditorium, Galeria Tenerife, Canary Islands square (Courtyard Café), Blessed José de Anchieta Chapel, the Tibiriçá Mausoleum and the local Library, where daily religious and cultural activities are held.

30

FIA – Fundação Instituto de Administração, São Paulo - Brazil CITY TOUR SUNDAY OCTOBER 19TH, 2014

PARQUE DO IBIRAPUERA

Inaugurated in 1954 for the 400th anniversary of the city, with buildings designed by famous architect Oscar Niemeyer and landscape by agronomist Otávio Agusto de Teixeira Mendes, Ibirapuera Park covers an area of almost 2 square kilometres (0.77 sq mi). It is the second largest park in the city.

It has a large area for leisure, jogging and walking, as well a vivid cultural scene with museums and a music hall. Its importance to São Paulo is often comparable to that of Central Park to New York City, Golden Gate Park to San Francisco, or Ueno Park to Tokyo. Ibirapuera is one of South America's largest city parks, together with Chapultepec Park, in Mexico City and Simón Bolívar Park in Bogota.

31

FIA – Fundação Instituto de Administração, São Paulo - Brazil

CITY TOUR SUNDAY OCTOBER 19TH, 2014

VILA MADALENA Vila Madalena is an upscale neighborhood in the Pinheiros district, west end of the city of São Paulo.

This neighborhood is well known for being a bohemian enclave in the city of São Paulo, since the early 70s, when students with tight budgets moved there to be closer to the University of São Paulo (USP) and São Paulo’s Catholic University (PUC-SP). There, you can find a massive concentration of bars and nightclubs, plus the samba school Pérola Negra.

One of the most picturesque features of the neighborhood is the names of its streets. You can find such lyrical names as Paulistâni, Harmonia, Girassol (Sunflower), Purpurina (glitter), Wisard and Original. According to historians, the streets were baptized by the suggestion of students, participants in the anarchist movement. Adopting poetic names, they intended to break the tradition of honoring public authorities.

The neighborhood association organizes fairs to display the artistic talents of the neighborhood and an annual festival the famous "Feira da Vila" - that attracts people from throughout the city, with shows and craft stalls. Once a month, the shops and ateliers promote a weekend with all the products displayed on the sidewalk and also a van that takes visitors/sightseers to the most interesting points of the neighborhood.

32

FIA – Fundação Instituto de Administração, São Paulo - Brazil

SAMBA SCHOOL EXPERIENCE

MOCIDADE ALEGRE SUNDAY OCTOBER 19TH, 2014

“Brazilian samba clubs put on one of the world’s grandest and most creative spectacles, the carnival parades in Rio de Janeiro and São Paulo, where “samba clubs”, each with up to four thousand members parading, put on a rigorously orchestrated, perfectly timed one hour extravaganza of creative costumes, choreographed dances, imaginative floats, each one with a distinct and creative story line. Myriad lessons can be derived from this, where poorly qualified but highly motivated people, labor and rehearse for a full year, to put out precisely on their allocated sixty minute schedule a new show, supervised and integrated flawlessly in an amazing project management achievement.” SAID PROFESSOR JAMES WRIGHT, PhD in the interview to the EUROPEAN CEO Magazine (Forward thinking and flexible: FIA Business School in Brazil).

To read the full interview

33

FIA – Fundação Instituto de Administração, São Paulo - Brazil

NATURA VISIT WEDNESDAY OCTOBER 22ND, 2014 Espaço Natura Rodovia Anhanguera, s/ no. Km 30,5, Município de Cajamar, SP

Natura believes in the potential of relationships and in the power of cosmetics to expand people's consciousness, helping them connect with their own body, with the surrounding environment and with other people. This way of thinking and acting is expressed in business conduct aligned with sustainable development, with the creation of products and concepts that promote well being well and the strong connection Natura maintains with its relationship network.

This network comprises approximately 7,000 employees, 1.6 million Natura Consultants (NCs) and almost 14,000 Natura Consultant Advisors (NCAs) – in addition to more than 5,000 suppliers and outsourced suppliers (companies manufacturing products on behalf of Natura) and 32 extractivist communities.

This network reaches around 100 million consumers and is present in 58.5% of Brazilian homes at least once during the course of a year.

Today, Natura is the largest company in the personal hygiene, perfumery and cosmetics sector in Brazil and also in the direct selling sector. Based in Cajamar (São Paulo), the company has a strong presence in Latin America, with operations in Argentina, Chile, Mexico, Peru, Colombia and France. Company products are commercialized in Bolivia through local distributors. The structure is completed by eight distribution centers in Brazil and six in the international operations, which handle around 62,300 NC orders per day.

The brand is the leader in consumer preference in its segment, with a rate of 44%. In the International Operations, Natura is growing in awareness and preference in all the countries in which it operates. In the last five years, the company's sales network has expanded, with net revenues growing on average 13% a year. (from Natura’s 2013 Annual Report – Who we are)

34

FIA – Fundação Instituto de Administração, São Paulo - Brazil

NATURA VISIT WEDNESDAY OCTOBER 22ND, 2014 Espaço Natura Rodovia Anhanguera, s/ no. Km 30,5, Município de Cajamar, SP

GENERAL INFORMATION      

Identification: Students must present Official Brazilian Identification Access to “Espaço Natura” is permitted only to previously registered visitors.

Filming and audio recording are not permitted; Visitors do not enter factory plant and labs due to contamination risk; Slippers are not proper for this visit and visitors wearing them are not permitted on tour.

Suits, ties and short skirts are not recommended for this visit as well.

35

FIA – Fundação Instituto de Administração, São Paulo - Brazil

SOCCER GAME AND BARBECUE THURSDAY OCTOBER 23TH, 2014

+ In our culture something very common is to mix soccer with barbecue (churrasco), two things that brazilians really love.

Curiosity about Barbecue: Article in Forbes Magazine – “The Coolest BBQ Grill Ever – Really”

36

FIA – Fundação Instituto de Administração, São Paulo - Brazil

EDUCANDÁRIO: VISIT TO A SOCIAL PROJECT FRIDAY OCTOBER 24TH, 2014

In Brazil there are a lot of communities that needs help to survive. They need psychological assistance, attention, and sometimes they don't have food or money or a decent place to live or a school for their children, it is very sad to see the people and a human being as us suffering.

Because of that the social project are increasing and they need more and more volunteers, that are ready to compromise and do not receive any money in exchange.

Nowadays helping people is very recognized for besides doing very well for the person who is being helped, the greatest reward is for those who help.

37

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Syllabus Course: Strategic Management for Emerging Markets

Hours: 24

1. Course objectives This course will examine the opportunities and risks of entering and competing in emerging markets. It will provide the basis for developing and implementing strategies for identifying and operating in emerging markets worldwide, with emphasis on the experiences of companies in the Americas.

The discussions will explore both markets for traditional products, as well as the experience of addressing the Bottom of the Pyramid markets in selected countries and cases.

On completing the course, the student will have an understanding of the major emerging markets in the world, the opportunities and risks in entering these markets and specific characteristics and issues involved in introducing new products for the major low income segments of these markets.

2. Methods and materials The course uses a variety of teaching methods and materials. Economic and managerial concepts that pertain to emerging markets and the Bottom of the Pyramid are introduced in the selected texts and journal articles. Executive lectures and cases are used to illustrate the concepts and tools. Cases must be read and students must be prepared to take part in the case discussions.

The PowerPoint material used in class will be made available.

3. Main topics 1. The High Growth Markets: An Overview, Future Prospects and Challenges a.

High Growth economies – BRICs and The N11 b.

Socio economic trends and challenges for Brazil c.

Urban development – new opportunities worldwide d.

Case: Louisiana Pacific e.

Case: Cosan 2. Marketing to the Emerging Markets a.

Marketing in South America b.

Marketing and Social Media in Emerging Markets c.

EMBRAER case 3. Strategies and Innovation at the Bottom of the Pyramid (BOP) a.

The fortune at the BOP, challenge of mutual value creation b.

Marketing at the BOP c.

Cases: Bottom of the pyramid (Prahalad) d.

Workshop: Developing a product for emerging markets 38

FIA – Fundação Instituto de Administração, São Paulo - Brazil 4. Course grading Team paper assignment to be handed in Team in class participation (performance & reports) Individual participation

40% 30% 30%

5. References 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

ASSIS Vicente; ELSTRODT, Heinz Peter SILVA, Claudio F.C. Positioning Brazil for Biofuels Success, The McKinsey Quarterly, 2007 . Special Edition: Shaping a New Agenda for Latin America, 2007.

ALCACER, A. et al Walmart around the World. Harvard Business School (Case Study).

October 2013.

ATSMON, Yuval, CHILD Peter, DOBBS Richard, and NARASIMHAN Laxman. Winning the $30 trillion decathlon: Going for gold in emerging markets. Consumer Packaged Goods Practice. McKinsey Global Institute,Strategy Practice. August, 2012.

BHAN, N. How Africa is Challenging Marketing. HBR Blog Network. June, 2014. Available at http://blogs.hbr.org/2014/06/how-africa-is-challenging-marketing/.

COMETTO, T.. LABADIE, G. J. PALACIOS, M. The Determinants of the Quality of the SalesMarketing Interface in a Multinational Customer Brand Focused Company: The Latin America Branches. Universidad Ort Documentos de Investigacion. Uruguay. Available at http://www.ort.edu.uy/facs/pdf/documentodeinvestigacion91.pdf.

DELGADO, A. The Top Marketing Trends that Will Dominate 2014 in Latin America. 2014.

Available at https://www.linkedin.com/pulse/article/20140219184306-15757055-thetop-marketing-trends-that-will-dominate-2014-in-latin-america.

EMBRAER. Annual Report 2013. 2013.

GHEMAWAT, Pankaj; HERRERO, Gustavo A.; MONTEIRO, Luis Felipe. Embraer: The Global Leader in Regional Jets. Harvard Business School. June 2009.

JUTKOWITZ. A. The Content Marketing Revolution. HBR Blog Network. July, 2014.

Available at http://blogs.hbr.org/2014/07/the-content-marketing-revolution/.

KARAMCHANDANI, Ashish; KUBZANSKY, Mike; LALWANI, Nishant. Is the BoP really for You? Harvard Business Review. March 2011.

KUMAR, Nirmalya. Strategies to Fight low Cost Rivals, Harvard Business Review.

December, 2006.

MORSE, G. Reinventing the Chief Marketing Officer: An Interview with Unilever CMO Keith Weed.

July, 2014.

HBR Blog Network.

Available at http://blogs.hbr.org/2014/07/reinventing-the-chief-marketing-officer-an-interviewwith-unilever-cmo-keith-weed/.

Moody's Corporation. Moody's changes outlook of Brazil's rating to negative from stable; affirms Baa2 government bond rating. Global Credit Research. September 9, 2014.

39

FIA – Fundação Instituto de Administração, São Paulo - Brazil 14. O’Neill, Jim. The Growth Map: Economic Opportunity in the BRICs and Beyond.

Portfolio/Penguin, 2011.

15. PRAHALAD C. K. Bottom of the Pyramid as a Source of Breakthrough Innovations. PROD INNOV MANAG 2012; 29(1):6–12 2011 Product Development & Management Association.

16. PRAHALAD, C.K. LIEBERTHAL, Kenneth. The End of Corporate Imperialism. A Changed World Best. HBR 1998.

17. REINHARDT, F.. MAURER, N. PINHO, R.R. Cosan: Thinking Outside de Barrel. Harvard Business School. October, 2010.

18. UKON Masao, BEZERRA Julio, CHENG Simon, AGUIAR Marcos, XAVIER André, LE CORRE Jean. Brazil facing the productivity challenge. BCG Perspectives. September 2012.

19. VELOSO, Andres; VICTOR, Bart; WRIGHT, James T.C.; CAMPOMAR, Marcos Case Louisiana Pacific- Breaking into an Emerging Market. 2010.

20. WRIGHT, James T.C.; SPERS, Renata. Growth and Profits at the Bottom of the Pyramid: Company Strategy and Performance in Low-end Consumer Markets in Brazil. BALAS – The Business Association of Latin America, Bogota, Colombia, 2008.

6. Additional references 1.

Aitman, D. G. and Rego, L. Expanding opportunity at the base of pyramid. People and Strategy, Volume 32, Issue 1, 2009.

2. Aiyar, S.S.A. (2006), “Misfortune at bottom of pyramid”, The Economic Times, 25 October.

3. Akula, V. “Business Basics at the bottom of pyramid”. Harvard Business Review, june 2008.

4. Arnould, E. J. and Mohr, J. J. (2005), “Dynamic Transformations for Base-of-the-Pyramid Market Clusters”, Journal of the Academy of Marketing Science, Vol. 33, No. 3, pp 254274.

5. Christensen, I. J. et al. (2009), “Building entrepreneurship in subsistence markets: microfranchising as an employment incubator”. Journal of Business Review, in press.

6. Danse, M. and Vellema, S. (2007), “Small-scale farmer access to international agri-food chains”, GMI, 51.

7. De Soto, H. (2000), The Mystery of Capital: Why Capitalism Triumphs in the West and Fails Everywhere Else, New York: Basic Books.

8. Economist (2006), “Macro credit”, The Economist, 19 October 200: 90.

9. Fischer, E. F. and Benson, P. (2007), “Broccoli and desire”, Antipode, Volume 39, Issue 5, Pages 800-820. 7 December 2007.

10. Hammond, A.L. and Prahalad, C.K. (2004), “Selling to the poor”, Foreign Policy, MayJune, pp. 30–37.

11. Hammond, A.L., Kramer, W.J., Katz, R.S., Tran, J.T. and Walker, C. (2007), The Next 4 Billion: Market Size and Business Strategy at the Base of The Pyramid. World Resources Institute/International Finance Corporation.

12. Hart, S.L. and Sharma, S. (2004), Engaging fringe stakeholders for competitive imagination. Academy of Management Executive, 2004, Vol. 18, No. 1.

40

FIA – Fundação Instituto de Administração, São Paulo - Brazil 13. Hart, S.L. (2005), “Capitalism at the crossroads: the unlimited business opportunities in serving the world's most difficult problems”, Wharton School Publishing, Upper Saddle River, NJ. 14. Hart, S.L. and London, T. (2005), “Developing native capability: what multinational corporations can learn from the base of the pyramid”, Stanford Social Innovation Review, pp. 28–33.

15. Harvard Business Review Press., Harvard Business Review on Thriving in Emerging Markets. , 2011 16. Karnani, A. (2007), “The mirage of marketing to the bottom of the pyramid: how the private sector can help alleviate poverty”, California Management Review, Vol. 49 No. 4, Summer, pp. 90-111.

17. Karnani, A. (2007), “Misfortune at the bottom of the pyramid”, Greener Management International, pp. 99–110.

18. Kleinman, Arthur (1999). “Experience and its moral modes: Culture, human conditions, and disorder”. The Tanner lectures on human values. Salt Lake City: University of Utah Press.

19. London, T. and Hart, S. L. (2004), “Reinventing strategies for emerging markets: beyond the transnational model”, Journal of International Business Studies. pp. 350–370.

20. London, T. (2008), “The base-of-the-pyramid perspective: a new approach to poverty alleviation”, Proceedings of the sixty-sixth annual meeting of the Academy of Management. ISSN 1543-8643.

21. London, T. (2009), “Making better investments at the base of the pyramid”, Harvard Business Review, May 2009, pp 106-113.

22. London, T. Anupindi, R. Sheth, S. (2009), “Creating mutual value: Lessons learned from serving base of the pyramid producers”, Journal of Business Research.

23. Nielsen, C. and Samia, P. M. (2008), “Understanding key factors in social enterprise development of BOP”, Journal of Consumer Marketing, Volume 25, Number 7, pp 446– 454.

24. O’Neill, Jim. The Growth Map: Economic Opportunity in the BRICs and Beyond. , Portfolio/Penguin, 2011.

25. Poematec (2010), Poematec Report, accessed in March 2010 at http://www.poematec.com.br/eng/default.htm.

26. Porter, M. (1990), The competitive advantage of Nations. New York: The Free Press.

27. Prahalad, C.K. and Hart, S.L. (2002), “The fortune at the bottom of the pyramid”, Strategy + Business , N.2, First Quarter, pp. 1–14.

28. Prahalad, C.K. and Hammond, A. (2002), Serving the world's poor, profitably, Harvard Business Review, pp. 48–57.

29. Prahalad, C.K. (2004), “The fortune at the bottom of the pyramid: eradicating poverty through profits”, Wharton School Publishing, Upper Saddle River, NJ. 30. Seelos, C. Mair, J. (2007), “Profitable Business Models and Market Creation in the Context of Deep Poverty: A Strategic View”, Academy of Management Perspectives, November, pp 49-63.

31. Subrahmanyan, S.; Gomez-Arias, T. (2008), “Integrated approach to understanding consumer behavior”. Journal of Consumer Marketing. Volume 25, Number 7, pp 402– 412.

32. UPAVIM Crafts (2010), UPAVIM Crafts Report, accessed in March 2010, at http://upavim.pursuantgroup.net/english/crafts.htm.

41

FIA – Fundação Instituto de Administração, São Paulo - Brazil Date

10/18/14 Saturday

10/18/14 Saturday

10/20/14 Monday

Time

08:30am 12:30pm

01:30pm 05:30pm

08:30am 12:30pm

Class

Speaker

Hour s

The High Growth Markets: An Overview, Future Prospects and Challenges

James Wright

4

Socio Economic Challenges

Roberto Dumas Damas

4

Marketing in South America

Elber Mazaro

4

Required Readings  

The Growth Map - Chapters 1 to 6 Winning the 30 trillion Dollar Decathlon  Positioning Brazil Biofuels success  Case: Cosan  Case: Louisiana Pacific Instructions: Developing a Product for the BOP  Brazil Facing the Productivity Challenge  Moody's changes outlook of Brazil's rating to negative from stable  The Determinants of the Quality of the Sales-Marketing Interface in a Multinational Customer Brand Focused Company: The Latin America Branches.  The Top Marketing Trends that Will Dominate 2014 in Latin America  How Africa is Challenging Marketing.  Reinventing the Chief Marketing Officer: An Interview with Unilever CMO Keith Weed  Walmart around the World  The Content Marketing Revolution  INTEL Videos: Mobile Insights: Emerging Markets (2013): https://www.youtube.com/watch?v=_9VW7 FH2CKg Intel Marketing Vision(2012): https://www.youtube.com/watch?v=jBA4Bz 5-v1E

01:30pm 05:30pm

Marketing and Social Media in Emerging Markets

10/22/14 Wednesday

08:30am 12:30pm

Marketing and Value Creation at the Bottom of the Pyramid

10/23/14 Thursday

01:30pm 05:30pm

10/25/14 Saturday

08:30am 10:30am

10/20/14 Monday

Workshop: Developing a Product for the BOP EMBRAER: Global Leader in Regional Jets

Rodrigo Leão

4

James Wright Leandro Fraga

4

James Wright Dirk Thomaz

4

Orlando Neto

2



The End of Corporate Imperialism



Growth and Profits at the Bottom of the Pyramid Is the BOP really for you?

Strategies to Fight Low Cost Rivals

  

BOP as a Source of Breakthrough Innovation



Embraer: The Global Leader in Regional Jets Annual Report 2013



10/25/14 Saturday – Start “Strategies for Emerging Markets” Paper 11/24/14 Monday – Deadline “Strategies for Emerging Markets” Paper

42

FIA – Fundação Instituto de Administração, São Paulo - Brazil Course: Corporate Social Responsibility

Hours: 24

1. Course Objectives In this course we will offer an emerging market perspective on Corporate Social Responsibility encompassing sustainability, or what has come to be known as Triple Bottom Line: Business, Environmental, and Social sustainability.

We will explore the evolution of corporate responsibility, and how it must be integrated with the general business strategy. We will focus on the ideas and political processes which have led to an increased awareness of the effects of economic growth in given cultural and environmental settings.

We will also explore how the natural environment has come under pressure, how societies deal with crisis, and how values and social frameworks shape these processes.

2. Main Topics This course seeks that students will apprehend the fundamental concepts of broad sustainability issues in the 20th and 21st centuries. We expect students to acquire a firm understanding on business’ responsibility to sustainability within modernization and growth processes in developing countries, including themes such as:     

Ethics and sustainability Integrated Reporting The Triple bottom line and performance of socially responsible companies Integrating strategy and CSR CSR in action in Brazil - cases

3. Course Grading Lecture attendance, participation and a final paper are all requisites for your overall grade.

Attendance and informed participation: 40% of final grade Take-Home Final Paper: 60% of final grade

4. Required Readings 1.

2.

3.

4.

5.

6.

7.

SAVIVITS, A. W. WEBER, K. The Triple Bottom Line: How Today’s Best Run Corporations are Achieving Economic, Social and Economic Environmental Success.

San Francisco: Josey-Bass, 2006.

ECCLES, R. SERAFIM, G. HEFFERNAN, J. Natura Cosméticos, S.A. Harvard Business School Case. June, 2013.

FISCHER, R., CASADO, Tania. Natura-Ekos: From the Forest to Cajamar. Social Enterprise Knowledge Network. Jul 29, 2003.

HASSENFELD, A. YOO, T. GHANDOUR, F. CRITELLI, M. J. SWOPE, W. CHRISTENSEN, D. Leadership for Change. Harvard Business Review. September, 2009.

INTERNATIONAL INTEGRATED REPORTING COUNCIL. International Integrated Reporting. December, 2013.

JONES, G. PINHO, R. R. Natura: Global Beauty Made in Brazil. Harvard Business School Case. October, 2012.

KPMG INTERNATIONAL. Integrated Reporting: Performance Insight Through Better Business Reporting. 2011.

43

FIA – Fundação Instituto de Administração, São Paulo - Brazil 8.

9.

10.

11.

12.

MUNYON, T. P. CLEAVENGER, D. J. It's How You Frame it: Transformational Leadership and the Meaning of Work. Harvard Business Review. May, 2013.

NATURA. Natura Annual Report for Investors 2013.

PORTER, M. E. KRAMER, M.R. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review. Dec, 2006.

PORTER, M. KRAMER, M. Creating shared value. Harvard Business Review. JanFeb, 2011.

WRIGHT, J.T.C. Report ICBA: International Capacity Building Alliance. Fundação Instituto de Administração. 2011.

5. Additional References 1.

2.

3.

4.

5.

Archie B. Carroll and Kareem M. Shabana. (2010). The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice. International Journal of Management Reviews (2010) DOI: 10.1111/j.1468-2370.2009.00275.x Austin, James E. "Sustainability through Partnering: Conceptualizing Partnerships between Businesses and NGOs." Chap. 3 in Partnerships, Governance and Sustainable Development: Reflections on Theory and Practice, edited by Pieter Glasbergen, Frank Biermann and Arthur P.J. Mole. Cheltenham, U.K.: Edward Elger Publishing, Ltd., 2008.

Behrens, A. Culture and Management in the Americas. Stanford University Press, 2010.

John Elkington. Cannibals with forks: the triple bottom line of 21st century business.

New Society Publishers,1998.http://cusr.cucentral.com/Resources/CSR_ Road_Map.pdf.pdf Susan Cartwright and Nicola Holmes. (2006). Corporate alignment with expanded CSR strategy. The meaning of work: The challenge of regaining employee engagement and reducing cynicism. Human Resource Management Review 16: 199– 208

44

FIA – Fundação Instituto de Administração, São Paulo - Brazil Date 10/21/14 Tuesday

10/21/14 Tuesday

Time 08:30am 12:30pm

Class Corporate Social Responsability: Concepts and Practical Aspects

01:30pm Integrated Report 04:30pm

Speaker Carlos Eduardo Lessa Brandão

Luiz Nelson Guedes de Carvalho

Hours 4,0

3,0

Required Readings  

Creating Shared Value Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility



International Integrated Reporting Integrated Reporting: Performance Insight Through Better Business Reporting Natura Cosméticos, S.A.



  10/22/14

01:30pm

Wednesday

05:30pm

Natura Visit

Carlos Pedote

4,0

 

Natura-Ekos: From the Forest to Cajamar Natura: Global Beauty Made in Brazil Natura Annual Report for Investors 2013

James Wright 10/23/14 Thursday

08:30am CSR in Action 12:30pm

Guilherme Cruz (UNIBES)

4,0



ICBA: International Capacity Building Alliance.



Leadership for Change



It's How You Frame it: Transformational Leadership and the Meaning of Work

Bill Presada (FIA) 10/24/14 Friday

10/24/14 Friday

10/24/14 Friday 10/25/14 Saturday

08:30am CSR and Leadership

Alfredo Behrens

2,0

Meaning of Work: Roundtable

Alfredo Behrens Robert Wong Donizete Santos

2,0

Educandario: Visit to a Social Project

Alvino Silva

4,0

Wrap Up

James Wright

2,0

10:30am 10:30am 12:30pm 01:30pm 05:30pm 10:30am 12:30pm

25/10/14 Saturday - Start: Corporate Social Responsability Paper 24/11/14 Monday - Deadline: Corporate Social Responsability Paper

45

FIA – Fundação Instituto de Administração, São Paulo - Brazil

ABOUT SÃO PAULO

São Paulo is the largest city in the Country and the sixth most populated in the planet, with about 11 million inhabitants distributed in an area of 1,509 km². It is Brazil’s economic and financial center, and the state capital that bears its name. São Paulo is among the world’s capitals of sophistication, entertainment, culture, shopping and gastronomy. It is an obliging city, which stands out for the quality of services offered. It brings together creativity, multiculturalism, elegance, excitement and an infinite number of attractions that please all visitors.

The city offers more than 110 museums, 97 cultural centers, 80 parks and green areas, 181 theaters, 287 movie theaters, 7 soccer stadiums, 12,500 restaurants, 15,000 bars and nightclubs, 410 hotels, 30 hostels, 80 shopping malls, 240,000 stores, and 59 high streets with specialized commerce.

Use the Qr Code to watch the youtube video: “Brazil a Sensational Country“

46

FIA – Fundação Instituto de Administração, São Paulo - Brazil

ESSENTIAL PLACES TO VISIT Catedral da Sé /Sé Cathedral Designed in 1912 in neo-gothic style and inaugurated uncompleted in 1954, the monumental construction has capacity for over 8,000 people. With 16 towers and 54 stained-glass windows, it has under the main altar, a crypt where bishops and archbishops are buried, aside from historical figures like the Chief Tibiriçá and Regent Feijó.

Praça da Sé, s/nº - Sé;  3107-6832; www.catedraldase.org.br Monday to Friday from 8am till 7pm, Saturday from 8am till 5 pm, Sunday from 8am till 1pm and from 2pm till 6pm.

Edifício Altino Arantes / Altino Arantes Building One of the symbols of São Paulo, it was inaugurated in 1947 as the world’s highest building outside the United States. The belvedere on the top of the building allows a 360º panoramic view and is open for visits.

Rua João Brícola, 24 - Centro; 2196-3730; Monday to Friday from 10am till 3pm.

MASP - Museu de arte de São Paulo/ MASP - São Paulo Art Museum It has an important collection of Western art, with masterworks of great masters from Italian, Spanish and French schools (Rafael, Botticceli, Goya, Renoir, Monet, Cezanne, Van Gogh), aside from maintaining very demanded temporary exhibits. With highlight to the building’s architecture, the main body set on four lateral pillars with a 74-meter free span.

Avenida Paulista, 1578 - Bela Vista; 3251-5644; www.masp.art.br Tuesday to Sunday from 10am till 6pm, Thursday from 10am till 8pm.

Estação da Luz / Luz Station - Museu da Língua Portuguesa /Portuguese Language Museum Many immigrants that came to São Paulo at the beginning of the 20th century arrived through the Luz Station. Built to connect the city of Santos and others cities of São Paulo, the Station represented major importance in the economic and social development of the cities. Nowadays, the Station also holds the Portuguese Language Museum. Totally interactive, the collection is exhibited in a fun and exceptional way.

Praça da Luz, s/nº - Bom Retiro; 3326-0775; www.museudalinguaportuguesa.org.br Tuesday to Sunday from 10am till 6pm.

47

FIA – Fundação Instituto de Administração, São Paulo - Brazil Estação Júlio Prestes / Júlio Prestes Station - Sala São Paulo/ São Paulo Hall Built between 1926 and 1938, Julio Prestes was the first station of the Sorocabana Railway, the main coffee transport vein in São Paulo. The building holds since 1999 the Sala São Paulo [São Paulo Hall], considered as the best space for concerts in Latin America.

Rua Mauá, 16 - Centro / Sala São Paulo - Praça Júlio Prestes, 16;  3367-9500; www.salasaopaulo.art.br Guided tours can be scheduled upon request.

Museu do Futebol / Soccer Museum - Estádio do Pacaembu/ Pacaembu Stadium It is one of the oldest stadiums of the Country, where the Soccer Museum is installed since 2008.

Built under the bleachers, the museum uses technology to tell the story of Brazilians’ passion for the sport in the course of times.

Praça Charles Miller, s/nº - Pacaembu; 3663-3848; www.museudofutebol.org.br Tuesday to Sunday from 9am till 5pm.

Mosteiro de São Bento / Saint Benedict’s Monastery The Benedictine order settled in this place in 1600. The present construction, one of the vertices of the Historical Triangle, dates back to 1910. Its interior is practically entirely adorned with paintings, sculptures, stained-glass windows and mosaics. With highlight to the shop, where delicacies produced by the monks are sold. The morning masses are with Gregorian chant.

Largo São Bento, s/nº - Centro;  3328-8799; www.mosteiro.org.br Basilica: Monday to Friday from 6am till 6:30pm, Thursday from 6am till 8am and from 11:30am till 6:30pm, Saturday and Sunday from 6am till 12pm and from 4pm till 6pm.

Parque Ibirapuera / Ibirapuera Park It is the main leisure area for São Paulo residents. The park holds, besides its wide green area, the Museum of Modern Art, Afro Brazil Museum, Museum of Contemporary Art, Brazilian Cultures Pavillion, Japanese Pavillion, Planetarium, Manequinho Lopes Nursery, and the buildings of OCA, Auditorium Ibirapuera and Biennial Foundation.

Avenida Pedro Álvares Cabral, s/nº - Ibirapuera;  5574-5045 / 5505; www.prefeitura.sp.gov.br Daily from 5am till 12am – Gates 2, 3, 5 and 10.

Pinacoteca do Estado / State Pinacotheca It is a museum of visual arts with emphasis on Brazilian production from the 19th century until contemporary times. Founded in 1905, it is the city’s oldest art museum, and keeps works of artists like Anita Malfatti, Candido Portinari and Di Cavalcanti.

48

FIA – Fundação Instituto de Administração, São Paulo - Brazil Praça da Luz, 02 - Bom Retiro;  3324-1000; www.pinacoteca.org.br Tuesday to Sunday from 10am till 6pm Theatro Municipal / Municipal Theater Made with influence from the Opera of Paris, the Municipal Theater was inaugurated in 1911, introducing São Paulo into the international route of great performances. It was the stage for the Modernist Art Week of 1922, which promoted a great cultural transformation in the Country. Even today, it offers varied schedule of concerts and ballet.

Praça Ramos de Azevedo, s/nº - República;  3397-0301; www.teatromunicipal.sp.gov.br Guided tours can be scheduled upon request.

Mercado Municipal / Municipal Market It is one of the most sought after attractions of the city. It is located at a very beautiful 1933 building, designed by the firm of the Architect Ramos de Azevedo. A tour through the aisles reveals the city’s sounds, fragrances and flavors. With highlight to the icons of São Paulo gastronomy, the bologna sandwich and the cod fish pastry [pastel].

Rua da Cantateira, 306 - Centro;  3326-6664; www.mercadomunicipal.com.br Monday to Saturday from 6am till 6pm, Sunday from 6am till 4pm.

Pateo do Collegio / Pateo do Collegio It is the city’s foundation site with the execution of the first mass on January 25, 1554 and later installation of the Jesuit School. Today, the Pateo holds the Museum and the Father Anchieta Chapel (pious clergy that was one of the founders of the city) with a collection of approximately 700 objects, many of which belonging to the former Church and Jesuit School.

Pátio do Colégio, s/nº - Sé;  3105-6899; www.pateodocollegio.com.br Tuesday to Sunday from 9am till 5pm.

Museu Paulista / Paulista Museum Also known as Ipiranga Museum, it has a collection of over 125,000 items, from artworks to text documentation, from the 17th century until the middle of the 20th century, of great importance to national memory. The painting, “Independence or Death” in exhibit at the noble hall is among the highlights.

Parque da Independência, s/nº - Ipiranga;  2065-8000; www.mp.usp.br Tuesday to Sunday from 9am till 5pm.

49

FIA – Fundação Instituto de Administração, São Paulo - Brazil TRAVEL GUIDE Electricity The city’s voltage is 110 volts, 60 Hz. Accessibility Public spaces have been adapted for use of people with disabilities. The website www.acessibilidadecultural.com.br offers information about accessibility in cultural spaces.

Business Hours From 8am till 6pm. Banks are open from 10am till 4pm.

Shopping malls are open from 10 am till 10pm from Monday to Saturday and from 2pm till 8pm on Sundays and holidays. The city’s bars and restaurants have flexible hours.

Time Zone -3 GMT. The city is on daylight saving time between October and February, when clocks are placed inadvance by one hour.

USEFUL TELEPHONE NUMBERS Fire Department: 193 Police: 190 Toll-free number for reporting crimes and incidentes: 100 Traffic Emergency: 194 Health Emergency: 192 Specialized Tourist assistence precenct: 3257-4475 Tietê Bus Terminal: 3866-1100 Barra Funda Bus Terminal: 3866-1100 Jabaquara Bus Terminal: 3866-1100 Congonhas Airport: 5090-9000 Guarulhos Airport: 2445-2945 Viracopos Airport: (19) 3725-5000 NATIONAL CALLS Country code: 55 Area code: 11 Vivo: 0 + 15 + local area code + telefone Embratel: 0 + 21 + local area code + telefone INTERNATIONAL CALLS Vivo 00 + 15 + country code + local area code + telephone Embratel 00 + 21 + country code + local area code + telephone

50

FIA – Fundação Instituto de Administração, São Paulo - Brazil PHRASES IN LANGUAGES Bom dia / Good morning Boa tarde / Good afternoon Boa noite / Good evening Como vai? / How are you?

Com licença / Excuse me Por favor / Please Desculpe / I’m sorry Obrigado / Thank you De nada / Not at all Tchau / Goodbye Eu não falo português / I don’t speak Portuguese Você fala inglês? / Do you speak English?

Você pode me ajudar? / Can you help me?

Você poderia pedir um taxi para mim? / Could you call a cab for me?

Quanto custa? / How much is it?

Onde fica o toalete? / Where is the toilet?

Como chego a ...? / How do I get to ….?

SAFETY TIPS In São Paulo, like in any other metropolis, it is recommended for the tourist to follow some safety tips so as to have a calm and safe stay. Take a look at some of them:        

Whenever you need information, look for identified professionals.

On the street, look for a civil guard or military police.

Do not be careless with your belongings at any time.

Carry electronic equipment discretely.

Do not handle large amounts of money in public.

At the hotel, use the safe that is available for you in your room.

For choice of bars and restaurants, take preference for places recommended by acquaintances or by your hotel staff.

When using taxi cab services, take preference for registered companies.

If you have any problem, look for a Specialized Tourist Assistance Precinct (Deatur) or a common precinct.

DEATUR Consolação Rua da Consolação, 247;  3257-4475.

Monday to Friday from 8:30am till 8pm, Saturday and Sunday from 1pm till 6pm; DEATUR Aeroporto de Congonhas Avenida Washington Luis, s/nº;  5090-9043; Plantão 24hs. Open 24/7.

DEATUR Aeroporto de Guarulhos Rodovia Hélio Smidt, s/nº; 2611-2686; Open 24/7.

51

FIA – Fundação Instituto de Administração, São Paulo - Brazil

52

FIA – Fundação Instituto de Administração, São Paulo - Brazil

Thank you And enjoy the trip!

53

Americas 2013

54