Revista da ESPM_MAR-ABR_2012

m a r ç o / a b r i l d e 2 0 1 2 – R e v i s t a d a E S P M 133 Learning with the salmon ILAN AVRICHIR PAGE 80 This article analyzes the rise and fall of the Chilean salmon industry in order to discuss the role of the institutions that regulate, monitor and promote the development and global competitiveness of the industry and the economy in developing countries. The fish industry provides a case study in which the decisive importance of the actions taken by these institutions in the establishment, growth and maturation of a business model becomes perfectly clear and identifiable. Based on studies carried out by Chilean and European researchers, this article also describes how the fragility of the regulatory institutions created room for the companies to maximize their results by excessively exploring a critical common good – in this case, water. These practices ended up creating a situation that favored the emergence of a pandemic disease capa- ble of decimating the salmon and genera- ting a serious crisis in the whole industry. The article also shows how important it is to strengthen regulatory institutions, especially so that they can promote development and provide industries that rely on the natural resources of developing countries with adequate support. Time bomb in the Middle East LUIZ FELIPE LAMPREIA PAGE 86 The confrontation between Iran and Israel (the latter supported by the United States and other western powers) is growing increasingly violent and serious. But is it possible for Iran to continue its march to becoming a nuclear country? Will the- re be a preventive attack carried out by Israel’s air force against Iranian facilities? If this happens, will the United States be compelled to intervene? What kind of consequences will there be in terms of the oil market, terrorism and war extension? This article seeks to examine this situation, which is currently the world’s most critical strategic issue. Better than yesterday, worse than tomorrow ADRIANO MALUF AMUI PAGE 106 Many companies are still living in nostalgia for the golden days when they were able to identify their achievements spontaneou- sly, differentiate themselves from their competitors with ease and display enviable revenue. In a constantly moving scenario, it becomes increasingly difficult to sustain competitiveness while relying on a busi- ness model anchored in successful actions that took place in the past. Companies are afraid of change; that’s why they end up tracing pathways that disregard innovation and have difficulty surviving amidst the socioeconomic and behavioral changes of our society. A successful heritage must obviously be considered, but its use should be accompanied by a careful analysis of the trends that currently coordinate the ma- rket. Flexibility, reinvention and a keen eye for new scenarios could represent a good pathway to follow. The economy and the new consumer markets EDMIR KUAZAQUI PAGE 114 This article discusses the international marketing theory vis-à-vis the generation Y market segment by contextualizing the historical process with the global reality. This emerging generation, which now occupies positions in the job market, is also an important part of the consumer market. This has several different conse- quences and impacts for management and strategic planning. To properly address the issue, in addition to the bibliographical and documentary techniques, a qualitati- ve research (which was based on several interviews with entrepreneurs, consultants and teachers) was carried out. The research included a nonprobability sample by ge- ographical access in the city of São Paulo and relied on open reasoning questions to point out what the organizations think of these collaborators. Gross Domestic Happiness: a new indicator of progress SUSAN ANDREWS PAGE 120 Since 1970, Bhutan has been using a distinct formula to evaluate national prosperi- ty levels. The new index establishes a relationship between the well-being of its citizens and the economic output of the country. Following the rise of a new world economy (which places a much greater em- phasis on sustainability issues), the unusual index, created to measure a country’s Gross Domestic Happiness (GDH), had global repercussions. According to Ban Ki-Moon, Secretary-General of the United Nations, it has become necessary to adopt a new economic paradigm to effectively recog- nize the parity among the three pillars of sustainable development: social, economic and environmental well-being. The topic is being debated by experts from several different countries. They are interested in adopting this new index and are currently looking for the best way to do so. In the not-so-distant future, the GDH could even replace the famous GDP (Gross Domestic Product). In the coming month of June, the subject will be extensively discussed during the Rio+20, a United Nations Conference on Sustainable Development, which will take place in Rio de Janeiro. ES PM