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A Latin American global player goes to Asia: Embraer in China

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Abstract

Brazilian aircraft manufacturer Embraer has transformed itself since privatisation in 1992 to become a world market leader in a high-tech industry traditionally dominated by companies based in OECD countries. In recent years Embraer has also become an aggressive foreign investor - in particular by launching a joint venture in China in 2002. This paper analyses the record so far, considering the Chinese authorities' drive to build its own aerospace industry, the partners' different expectations, and the 'transplantability' of corporate success in a different business and political environment.

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... and exported over $4 billion (embraer.com). It competes head to head with first world companies (Bombardier), exports 95 percent of its production, leads Brazil in manufactured exports, and leads the world market for unit sales of regional aircraft (Goldstein, 2008, p. 58 ...
... what saved the firm in the mid 1990s, and catapulted in on to a trajectory of long term growth, was the coincidental emergence of a rapidly growing market for regional jets (70-100 seat) in the United States. Since 1996, Embraer has shipped more than 1,000 aircraft to 20 countries (Goldstein, 2008, p. 58). However, to be in a position to fill this new demand depended on several decades of prior institutional development after the firm's founding in 1969. ...
... Second, Embraer could draw on skilled personnel from the nearby Instituto Tecnológico da Aeronáutica (ITA) and Centro Técnico da Aeronáutica (CTA). In fact, the training of aeronautical engineers by ITA preceded the establishment of Embraer, and Embraer could also count on ITA later for collaboration in research and development (Goldstein, 2008, p. 59). This protection and assistance meant that Embraer could survive for many years on continued subsidies. ...
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The record of successful developmental states in East Asia and the partial successes of developmental states in Latin America suggest several common preconditions for effective state intervention including a Weberian bureaucracy, monitoring of implementation, reciprocity (subsidies in exchange for performance), and collaborative relations between government and business. Although Brazil failed to develop the high technology manufacturing industry and exports that have fueled sustained growth in East Asia, its developmental state had a number of important, and often neglected, successes, especially in steel, automobiles, mining, ethanol, and aircraft manufacturing. Where Brazil's developmental state was less successful was in promoting sectors like information technology and nuclear energy, as well as overall social and regional equality. In addition, some isolated initiatives by state governments were also effective in promoting particular local segments of industry and agriculture. Comparisons with East Asia, highlight the central role of state enterprises in Brazil that in effect internalized monitoring and reciprocity and bypassed collaboration between business and government (that was overall rarer in Brazil).
... After the privatisation in 1994, Embraer continued diversification into the regional jet market with ERJ series in 1995 and E-Jet series in 2002, hence directly competing with Bombardier's CRJ series (Hira and de Oliveira, 2007). Embraer aggressively continued its international expansion by entering a joint venture with Chinese COMAC to create Harbin Aircraft Manufacturing Corporation in 2002 (Goldstein, 2008) and by forming a consortium with EADS (parent company to Airbus) to acquire a majority in Portugal's aircraft parts manufacturer and maintenance services provider OGMA in 2005 (Goldstein and Godinho, 2010). ...
... As Bombardier (2012: 45) reports, Indian government has introduced "financial incentives for operating aircraft with fewer than 80 seats [that] include waived landing fees and lower jet fuel taxes, which encourages the operation of regional aircraft".  Increased engagement in India would present another strategic response to Embraer's manufacturing joint venture in China (Goldstein, 2008). Additionally, it would improve the relative position with regard to India's business aircraft segment, which has been gaining in relative importance given that India's population of High Net Worth Individuals (HNWI) entered the Top 12 (CG, 2011), with further upward trend. ...
... However, with specific regard to prime contractors and other OEMs in civil aircraft manufacturing, the shift in global markets might equally have led to a shift of motives for strategic cooperation. For example, technology-related motives seem to have been subordinate to market access attempts in the cases of Airbus in China (Leixnering, 2005), Bombardier in Mexico (Hernandez Chavarria, 2011), or Embraer in China and Portugal (Goldstein, 2008;Goldstein and Godinho, 2010). ...
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In terms of their aircraft manufacturing industries, Canada and India are more different from each other than any other possible pair consisting of a developed and an emerging economy. Canada is one of the World's leading aircraft suppliers, yet its position is jeopardised by previous Brazilian and on-going Russian, Chinese, and Japanese entry. To the opposite, India is expected to become the market with highest demand for new aircraft. At the same time, India is lagging behind in establishing its national aircraft manufacturing. Large scale cooperation between Canada and India would allow the former to gain access to a key market, without necessarily raising another competitor. Through cooperation with industry's main players from Canada, India could significantly improve its relative position in design, supply of components, and MRO (maintenance, repair, and overhaul). Given anticipated favourable outcomes for either country, virtually non-existent Indo-Canadian trade and cooperation within the sector are puzzling. Our findings attribute missing Canadian commitment to the Indian market to the innovation paradigm in the industry. Aircraft manufacturing is a closed system industry with proprietary product architectures, and subject to strict safety and legal regulations. The industry hence tends to incremental rather than radical innovation, and follows technology-availability push rather than market-demand pull approach to innovation. The innovation paradigm in aircraft manufacturing is most appropriately characterised as hierarchical; in this hierarchy, the way to the market leads for any innovation ultimately via a prime contractor, thus inducing hierarchical cooperation along the whole value chain. This is detrimental to taping into Indian market, which is growing in demand, yet constrained by infrastructural and income gaps. Indian domestic aviation requires aircraft with unique set of characteristics, hence radical rather than industry's usual incremental innovation. Negligible involvement of Indian suppliers into value chains of Canadian OEMs is attributable to a set of factors such as general market gravity; lack of bilateral agreements regarding free trade, intellectual property, and aviation safety; lack of Indian AS9100 certified suppliers capable of delivering higher-value inputs; and despite usual claims to the contrary, actual shortage - and not abundance - of qualified labour on Indian side. As Canadian leading prime contractor, Bombardier plays a key role in either direction. Current focus on integration of Mexican suppliers seems not to allow the company to stretch its global value chain to India. Given its simultaneous strategic focus on C-Series program, Bombardier equally appears to be lacking resources and determination to lead the Canadian aircraft manufacturing industry to India.
... structures have a preference for functional 3PLs. Corbin (2009) analyzed the practices of pharmaceutical wholesalers in Puerto ...
... In Gutierrez et al. (2007) characteristics of Colombian company's transportation management systems were presented followed by the characterization of nine software products that were available in the country. Gutierrez and Jaramillo (2009) evaluated the way in which available software meets critical inventory management functions such as demand management, inventory location in the supply chain, and measuring supplier performance. Kang et al. (2008) presented mathematical models that optimize transportation resources used for the operation of container terminals, which are then implemented and examined with data from the Port of Balboa, Panama. ...
... The proposed model identified the factors and information that allow the detection of the value created by the different parties involved, how to promote collaboration, and how to share experience. Zuniga-Arias et al. (2009) presented an explorative framework for disentangling the interactions among different managerial activities that have an effect on quality variability in the mango supply chain in Costa Rica. They used production technologies, agro-ecological conditions, management intensity, quality control, contracting practices, and marketing operations data to understand the impact of technological and socio-economic factors on heterogeneity in quality performance at different stages of the supply chain. ...
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This article presents a review of the supply chain management literature focusing on Latin America and is based on articles written in English and Spanish. We characterize the literature in terms of topics addressed, results obtained, methodologies used, and analyze areas of congruence and provide directions for further research. The results suggest that supply chain challenges in Latin America are numerous and complex. Furthermore, there is evidence that the supply chains of many companies in the region have internal vulnerabilities that might hinder their efforts to participate in the global markets. Challenges include lack of economic integration, political risks, social concerns, geographical obstacles, inadequate infrastructure, inefficient logistical networks, and poor supplier relationships. This review demonstrates the need for continued development and extension of the supply chain management body of knowledge in the region and serves as a foundation for future research efforts in Latin America.
... Between 2005 and 2012, a period of economic growth happened, as can be observed in the research of Hall et al. [2011], Marx and Mello [2014], and Cruz and Rolim [2010] in the automotive industry and agriculture. Costa [2012] points the development growths in the mineral industry; Porto et al. [2010] in oil and gas; Goldstein [2008], Goldstein andGodinho [2010], andMaculan [2013] in the case of the aircraft industry; and Barbalho et al. [2009;2019b] in the high-technology sector. This development engine was¯nished, and from 2013 until now, the Brazilian economy de-accelerated [Colombo et al. (2019)]. ...
... Between 2005 and 2012, a period of economic growth happened, as can be observed in the research of Hall et al. [2011], Marx and Mello [2014], and Cruz and Rolim [2010] in the automotive industry and agriculture. Costa [2012] points the development growths in the mineral industry; Porto et al. [2010] in oil and gas; Goldstein [2008], Goldstein andGodinho [2010], andMaculan [2013] in the case of the aircraft industry; and Barbalho et al. [2009;2019b] in the high-technology sector. This development engine was¯nished, and from 2013 until now, the Brazilian economy de-accelerated [Colombo et al. (2019)]. ...
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This study presents a proposal to improve public policies for supporting innovation in Brazil’s automotive industry by using a conceptual model with incremental benefits based on nudge concepts. This new model aims to reduce the complexity of the current fiscal mechanism. It makes the tax incentive mechanism more dynamic and stimulates innovative companies to improve their innovative performance. For this, a qualitative comparative analysis of the effects (empirical and simulated) of a public innovation policy — an automotive policy called Inovar-Auto — compares a consolidated traditional tax incentive mechanism with the new model. It is concluded that the incremental scale of benefits stimulates the companies-government interaction more safely and effectively, reducing the complexity of the current tax incentive mechanism and offering new paths and choice possibilities. This study contributes to the literature by presenting an innovative tax incentive mechanism, a “nudge” for changing companies’ behavior, which can be applied in other countries.
... Thus we have a paradox: a weak system with a strong company. The question that naturally arises is how a firm in a typical high-tech sector can be globally competitive without these structural conditions, which in principle would appear to be a sine qua non (Fundação Museu de Tecnologia de São Paulo, 2009;, Forjaz, 2005Silva, 1998;Goldstein, 2002Goldstein, , 2008Goldstein & Godinho, 2010). ...
... Thus we have a paradox: a weak system with a strong company. The question that naturally arises is how a firm in a typical high-tech sector can be globally competitive without these structural conditions, which in principle would appear to be a sine qua non (Fundação Museu de Tecnologia de São Paulo, 2009;, Forjaz, 2005Silva, 1998;Goldstein, 2002Goldstein, , 2008Goldstein & Godinho, 2010). ...
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This article discusses whether a globally competitive high-tech firm is sustainable without being associated with a sufficiently dense sectoral innovation system. It focuses on Embraer and hence on the Brazilian aeronautics industry. Despite not benefiting from a highly subsidized process for technological and financial modernization, Embraer has become the world's third-ranking producer of commercial jets thanks to institutional innovations, especially in producing and managing contracts with suppliers and risk-sharing partners. The conclusion drawn is that the competitiveness of the Brazilian aircraft industry depends on the continuing supply of technology in international markets. Technological restrictions imposed for geopolitical reasons, or even for market constraints, could fatally undermine the strategy adopted by the company. © Universidad Alberto Hurtado, Facultad de Economía y Negocios.
... First, the literature argues that further research is needed on the characteristics, challenges, and strategies that result in the success or failure of supply chains in emerging economies (Sacomano Neto and Pires, 2007;Cerra et al., 2008). Brazil is recognized as a leading emerging country that has recently been achieving significant economic success (Brainard and Martinez-Diaz, 2009;Aman, 2011;Goldstein, 2008). Second, some researchers have called for further research on natural resource-based supply chains in Latin America (e.g., Altenburg and Meyer-Stamer, 1999). ...
... First, the literature argues that further research is needed on the characteristics, challenges, and strategies that result in the success or failure of supply chains in emerging economies (Sacomano Neto and Pires, 2007;Cerra et al., 2008). Brazil is recognized as a leading emerging country that has recently been achieving significant economic success (Brainard and Martinez-Diaz, 2009;Aman, 2011;Goldstein, 2008). Second, some researchers have called for further research on natural resource-based supply chains in Latin America (e.g., Altenburg and Meyer-Stamer, 1999). ...
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... That is, the main Brazilian multinationals demonstrate themselves willing to take a leap and overcome cultural and geographic barriers, in addition to problems related to legal security, seeking the chance to be become more competitive. This does not imply, however, that this has been an easy task, as evidenced by the problematic experiences of Marcopolo (Rosa, 2006) and of Embraer (Goldstein, 2008) in China. ...
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... First, the literature argues that further research is needed on the characteristics, challenges, and strategies that result in the success or failure of supply chains in emerging economies (Sacomano Neto and Pires, 2007;Cerra et al., 2008). Brazil is recognized as a leading emerging country that has recently been achieving significant economic success (Brainard and Martinez-Diaz, 2009;Aman, 2011;Goldstein, 2008). Second, some researchers have called for further research on natural resource-based supply chains in Latin America (e.g., Altenburg and Meyer-Stamer, 1999). ...
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