STRATEGY FOR THE PORTUGUESE-SPEAKING MARKET

Government and the International Economy, at Harvard Business School Strategy for the Portuguese-speaking market could be subtitled A Global Lusofonia Manifesto! It echoes – in the same language – Monocle’s plea: “the rest of the world would benefit from a bit of Lusophilia”. The implied actions from Portugal’s government, business associations and universities must involve CPLP’s regional platforms and China, through the Macao Forum. Now. Jorge Braga de Macedo - President Tropical Research Institute, Director Center for Globalization and Governance, Nova School of Business and Economics “For the first time in a study, three perspectives: economic, socio-cultural, and institutional are presented in an intertwined, holistic approach. This book on the Portuguese-speaking market really strikes on the complexity of decision-making, and on what must be done to turn companies successful and make States and populations prosperous.” (in Preface) Miguel Athayde Marques - Professor of Business, Católica-Lisbon School of Business & Economics Chapter 1 – Introduction Chapter 2 – Executive Summary 2.1. Diagnosis of the current situation 2.2. Going forward: One Vision, One Strategy, One Execution 2.3. Five critical takeaways of this book Chapter 3 – The Portuguese-speaking market – a quick overview Chapter 4 – Business presence across the Portuguese-speaking countries – the case of Portugal 4.1. Analyzing Portuguese exports to Portuguese-speaking countries 4.2. Analyzing Portuguese Investment in Portuguese-speaking countries (outward FDI) 4.3. Portuguese companies’ relevance in the Portuguese-speaking countries (market share) 4.4. Brazil and China: a new presence in Portuguese-speaking Africa Chapter 5 – Comparative analysis – Portuguese-vs. Spanish-speaking market 5.1. Understanding the Portuguese-speaking countries and Latin American Economies 5.2. Economic indicators: Exports; Foreign Direct Investment; Local Presence 5.2.1. Portuguese vs. Spanish exports 5.2.2. Portuguese vs. Spanish Outward Foreign Direct Investment (FDI) 5.2.3. Portuguese vs. Spanish companies’ relevance (market-share) 5.3. Political strategy 5.3.1. Political Consensus 5.3.2. Political structure in place 5.3.3. Key takeaways from the Spanish experience approaching Latin America Chapter 6 – Beliefs Audit – Corporate, Political and Academic experts Chapter 7 – One Vision. One Strategy 7.1. One Vision 7.2. One Strategy Chapter 8 – One Execution 8.1. The Economic Pillar 8.1.1. Corporate Strategy 8.1.2. Economic Diplomacy 8.1.3. Commercial Diplomacy 8.2. The Socio-Cultural Pillar 8.2.1. Language 8.2.2. Citizen mobility 8.2.3. Going beyond the Portuguese-speaking countries 8.3. The State Building Pillar 8.3.1. Help building the State 8.3.2. Relationship with International Institutions 8.3.3. Education Chapter 9 – Risks and Challenges 9.1. Political and Institutional Risk 9.2. Portuguese-speaking countries’ resistance towards investing in other PSCs 9.3. Risks in the relation between Portugal and the Portuguese-speaking countries 9.4. Economic Risks Chapter 10 – Final observations Chapter 11 – List of acronyms Chapter 12 – References