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What are the main challenges and complexities for you and your company regarding business in Brazil?


Having more than two decades of experience has allowed us, as a firm, to develop strong alliances with law firms throughout the country, which gives us the condition to perform with a high level of efficiency, quality and cost-effectiveness from our main branches in SP and Rio. By doing so, we have successfully performed throughout the whole country, with no big problems despite its huge size. At the same time this successful strategy has also allowed us to surpass the cultural and economic differences existing in Brazil in different regions and states. We have learnt that it is better and more efficient to produce quality services and influential local partners, rather than having a super structure, which would make us practical foreigners in our own country.


Q


How will the Brazilian business environment develop over the next 3-5 years and what should foreign investors be aware of?


In most areas, Brazilian business should continue to see high levels of performance, as it is now. In the media sector, entertainment and intellectual properties, there is a tendency of big growth with the insertion of a million of new consumers in the market,


invest ing & doing business in brazi l


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who have become able to gain economic access to non-essential products and service consumption. However, foreign investors should be aware of the fact that Brazilians are not ready foreign product consumers, not only because of the language barrier (the only country that speaks Portuguese in the whole Americas) but also because it is a highly creative people with demanding consumers who prefer local values. At the same time, it is a young nation highly involved in the use of technology, the internet and gadgets in general. Therefore, investing in Brazil is more profitable than simply exporting existing products to Brazil in such areas. Brazil has a tradition of high legislative alterations,


a regulatory system that is extremely active, a highly complex tax reality, as well as high litigation levels (even with legal procedures being more predictable than in other foreign legal systems and costs not so high). The defence systems of intellectual property are not mature enough, but much more efficient than they were ten years ago. fi


fi MONTHLY MARCH 2011


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