Strategic and Entrepreneurial Opportunities of Service Clusters in Sao Paulo - Brazil - José Luís Neves

8/9/2019 Strategic and Entrepreneurial Opportunities of Service Clusters in Sao Paulo - Brazil - José Luís Neves

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UNIVERSIDADE DE SÃO PAULO

FACULDADE DE ECONOMIA, ADMINISTRAÇÃO ECONTABILIDADE

DEPARTAMENTO DE ADMINISTRAÇÃO

SSÉÉR R IIEE DDEE WWOOR R K K II N NGG PPAAPPEER R SS WWOOR R K K II N NGG PPAAPPEER R N Nºº 0033//002211

STRATEGIC AND ENTREPRENEURIAL OPPORTUNITIES OF

SERVICE CLUSTERS IN SAO PAULO - BRAZIL

JOSÉ LUÍS NEVESFEA-USP

WASHINGTON FRANCO MATHIASFEA-USP

Este artigo pode ser obtido no site:www.ead.fea.usp.br/wpapers

Os comentários, críticas e sugestões devem ser enviados ao e-mail: [email protected] ou [email protected]


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COVER PAGE

1 – Title: Strategic and entrepreneurial opportunities of service clusters in Sao Paulo - Brazil

Track: Management Strategies and Global Competitiveness

2 – Authors:

I – José Luís Neves.

I.1 – Mestre em Administração, pelo Depto. de Administração da FEAUSP.

I.2 – Rua Dona Marianita, 67 – São Paulo, SP.

Brasil. 04317-170

I.3 – Tel.: 55 (11) 3177 4544

I.4- Fax.: 55 (11) 3177-4576

I.5– E-mail: [email protected]

I.6– Preferred last name: Neves

II -Washington Franco Mathias

II.1-Professor Doutor do Departamento de Administração da FEAUSP.

II.2 - Rua Lupércio de Camargo, 52. Apt. 91. São Paulo, SP.Brasil. 01409-020.

II.3 - Tel.: 55 11 38190137

Ii.4 - Fax.: 55 11 30646893

II.5 - E-mail: [email protected]

Ii.5 – Preferred last name: Mathias.

3 – Key Words: entrepreneurship, clusters, globalization


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Strategic and entrepreneurial opportunities of service clusters in Sao Paulo - Brazil

Abstract

Spontaneous, induced by government or imposed by the competitive process, far-reaching economic changes in the urban

landscape of Sao Paulo, Brazil have taken place as part of the globalization process. Emergence of service clusters seems to

be the result of new functions and uses of physical spaces that follow such changes. They bring up issues such as the types

of services that will be benefited and what are the sustainable competitive advantages for the parties involved. This paper

reviews aspects of recent experiences in this domain and make some recommendations to promote participation of

companies and institutions in this endeavor.

Clusters of services

Global cities1 function as a complex network of services based on systematic interaction and on a specific form of

articulation between territory and people.

The emergence of service clusters with their capability to multiply effects and offer well paid jobs is pointed out by Galvão

(2003). This fact points to the relevance of regional development strategies of regions that supply services with highly

specialized talent and employ sophisticated technological resources.

Increasing demand for financial and specialized services in addition to the new transnational service networks is clearly

noted in global cities, especially in developing economies recently included in the world financial network. A diminishedregulatory role of government authorities may be observed together with the tendency to separate city and state as political

and economic domains. In this context, a greater demand is perceived for more qualified labor with steadily raising

incomes.

Ribeiro and Marques (2002) considered that services with a strong component of knowledge have become more important

at the OECD countries. Telecommunications, finance, insurance and business services as the greatest users of technology

and their survey indicates that these sectors represent 18% of the total aggregate value of these countries. Taking only

services with a strong component of knowledge that cannot be transacted (the case of education and health), knowledge

intensive services represent about 29% of the total aggregate value of the OECD zone.

1 New York, London, Zurich, Amsterdam, Los Angeles, Tokyo, Sydney, Hong Kong, Buenos Aires, Taipei, Mexico City,and Sao Paulo among others.


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Physical space as a category of analysis

A superficial view of the globalization phenomenon might suggest that physical space tends to loose importance and only

the most qualified workers are of interest to globalization (Sassen, 1997). However, closer investigation discloses the

importance of physical space (only with new uses) and of a greater demand for less-qualified professionals (secretaries,

loaders, attendants, operators, and drivers).

Capital currently makes use of the city (more precisely, of the geographic location and it’s competitive advantages) as if it

were a commodity. Although new communication techniques connect distant places more quickly, this does not subtract

from the importance of the physical space. On the contrary, denationalization of urban space and search for profitability

force specific uses of the physical space (for storage and transport activities, for instance but also for other purposes) that

follow their own inherent rationale, different from that of three or four decades ago. Globalization has brought about new

strategic territories revealing a new dimension of the world economic system. The national border has lost importance,

while other expanses of space in which productive activities materialize have gained it.

As Capital, labor has also been internationalized. Cities of the world have emerged as strategic centers for an array of

diverse cultures. Workers arriving from various parts of the world and immigrant members of many ethnic groups are

evidence of a liberalized geography. This occurs because a class of international workers is working in global environments.

The conventional view of transnational economic undertakings is usually based upon a duality of opposing national and

international interests. Indeed, the fact that economic relations have extended far beyond national frontiers implies a certain

reduction in the sovereignty of the state. This demonstrates that there are forces involved requiring another economic pointof view for their understanding. The issue is not to merely extend the scope of the object of geographic economics by

stating that it has become supranational. Denationalization of what we understand as national territory is underway. Ribeiro

and Marques (2002), find in Europe a return of power to communities and regions striving to improve their international

competitive position. This is coupled with a new definition of functions of the state and a modification of the inputs for

production of wealth related to a time before globalization.

Sassen (1991, 1997, 1998) has sought to redeem the importance of including physical space in the assessment of economic

globalization in relation to the complex assemblage formed by the cities. Although discussion of globalization usually takes

place between the nation and the world, important sub-national components exist. This is especially true if we consider that

some are more engaged in globalization than others. For Romão (1998) one of the important effects of globalization is

associated with the allocation of funds to the space and the shaping of productive environments that favor acquisition of

competitive resources and keep up a high level of competition. Scott (1998), Putnam (2000), Krugman (1991a, 1991b,


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1991c) and Porter (1993, 1999) among others, are authors that have called attention to the importance of the new geographic

and economic organization.

The importance of physical space in globalization resides in a geography of centralization surpassing national frontiers and

traditional geopolitical limits typical of the Northern and Southern hemispheres. Here a transnational space is organized in

accordance with the demand for capital in the productive system. A global grid of strategic territories in the format shaped

by world cities acting as important business and finance centers has been formed. They are centers of concentration of

power and of command.

Ribeiro and Marques (2002) say that the rediscovery of space and territory as important economic factors comes from the

awareness that differences of economic performance in different regions rely on certain assets (knowledge, qualification,

institutional and organizational structures). Innovation is encouraged where there is a concentration of specialized inputs,

services and resources required for this purpose.

The authors say that when referring to regions where productive activities traditionally take place two important distinctions

must be made:

- dynamism linked to the concentration of activities based upon knowledge which are in great demand worldwide,

with a control of knowledge and technologies that lead to new forms of creation and fabrication of accepted

products; and

- development of intense relations of a scientific, technological and economic nature between regions in which

“important nodes of competitive, production, integration and commercialization networks of the same worldoperators” are located.

A new division of labor is underway within nations because the more traditional activities involving less knowledge tend to

move out of the national space in a declining economic movement.

The occupation of space is invariably linked to the type and stage of technology available. If we consider that companies

and agencies undeniably exist, it is because on the one hand new technologies permit to manage the joint operation of units

dispersed geographically and on the other hand because they also encourage centralization and nearness of businesses and

institutions with similar activities. .

The new Economic Geography imparts a distinct vigor to economic growth. The logic of transformation involved became

suitable to the moment and became incorporated in view of the technological strides that enabled communication at

distance, better organization of management information and fast migration of capital.


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Implications for the service segment

The global cities promote a continuous and growing evolution of their productive structure while the importance of the

factors ruling their competitive advantages is shifting. In developed countries this has decreased the importance of

traditional industries supplying saturated markets those that grow through innovation of the product. Creation of added

value is increasingly tied to the role played by knowledge and its impact on productivity and ability to expansion of capital.

The service sector and industrial segments that produce greater added value are the standout performers.

These characteristics go together with substantial investments in the big city centers, sometimes as a part of renewal

oriented by government authorities and at other times spontaneously where the government acts as coadjutant and

facilitator.

For Sassen (1997) the large cities of the world are a stage which clearly discloses the manifold aspects that make up what

we understand as globalization. It is here that these activities take on real and geographically outlined shape in addition to

its conflicts based on extensive economic advantages together with large losses for groups of people.

Today despite greater dispersion of economic activities, globalization is not limited to this. The redefinition of physical

space functions is usually accompanied by the need for infrastructure and a heterogeneous, complex and specialized set of

industrial services which provide support. Lack of these elements is an obstacle to the expansion of global cities. Similarly,

unbalanced evolution of the economy (for example, rapid growth over a short period of time for any productive segment

which suppliers fail to follow up) also generate distortions (in this case, greater demand in a segment of not elastic offer,

which may lead to increases of prices or a supply crisis).For Ribeiro and Marques (2002), adjustment of developed economies to the globalization process tends to take place due to:

- concentration of the productive structure on services and industries producing higher added value;

- automation and increased flexibility of the production resources;

- sophistication of the financial segments;

- investments in infrastructure that promote internationalization (telecommunications, audiovisual, air transport),

occasionally in detriment to conventional investments (road, railroads);

- emphasis on investment on environmental quality and historic heritage; and

- development of services of an interpersonal nature (education, health, gymnastics, creative activities, landscaping)

more protected from international competition.

The process of building large global financial centers capable of providing sophisticated services customarily benefits the

complex activities of finance and advanced services. They require regulatory framework, to a large extent brought about by

the market with some not always decisive, participation of government authorities.


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As such it is possible to speak of transnational law or a set of rights and responsibilities that go beyond national limits. They

do however translate into the rules of each country which should be in consonance.

Competitiveness of the cities

Increasingly the global cities compete with one another. Financial services, for example, have greater mobility than before.

Together with deregulation of the markets and in a context of advanced communications and internet networks such

mobility has contributed to increase the intensive competition among global cities for financial activities.

Competitive strategy depended on comparative conventional advantages such as easy access to natural resources and low

cost labor, but currently the formulation of strategies includes aspects of location which have assumed a new role. Romão

(1998) gives examples of some of these allied with the so-called dynamic competitive advantages of outsourcing to third

and fourth parties, infrastructure, research institutions, specialized human resources, a certain complexity of the productive

basis, favorable business environment, etc.

For Ribeiro and Marques (2002), the productive structures of the developed economies have evolved strongly towards out-

sourcing, intensified use of technology and an increasing dependence on knowledge. Under these circumstances three

elements induce activities, especially those of competitive markets, to agglomerate in cities or metropolitan areas:

- local availability of a set of human resources with diverse levels of qualification and of professional competencies

needed to operate on a high level of quality and in the presence of qualification and research institutions permitting

to update of these professionals rapidly to adjust them to the market and technological transformations;- an association of activities that complement one another, be it along the same productive chain, or oriented toward

the same functions, creating a basis of competencies permitting adjustment to new technologies or to markets and a

more rigorous exploitation of business network potentials.

- presence of dissemination channels for information and accumulated knowledge (technological, organizational,

about markets or regions) as well as easier access to international networks for exchange of merchandise,

information and investment.

Survival of the global city with its success as a strategic territory depends on high productivity, state of the art technology,

modern communication means and on strengthening of international exchanges. This dependence makes them somewhat

fragile and has its cost. According to Sassen (1997):

(...) What the city is for international business people: it is a city whose space consists of airports, top level

business districts, top of line hotels and restaurants, a sort of urban glamour zone. On the other hand, there is the

difficult task of establishing whether a city that functions as an international business center does in fact recover


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the costs involved in being such a center: the costs involved in maintaining a state-of-the-art business district, and

all it requires, from advanced communications facilities to top level security.”

Another question is the direction taken by the growth of the service segment related to their degree of sophistication and

economic implications. This process may either take the noblest form (creation of lasting companies with a high potential to

expand and innovate) or a degenerate form (creation of vulnerable companies and jobs in low productivity segments with a

reduced growth potential).

The form of development undertaken by the segment of services is influenced by two types of factors. There are those that

favor the growth and significance of advanced services and those that contribute to the expansion of traditional services that

require lesser qualifications and management capabilities.

Properly carried out, prevalence of the first type may mean, for the segment as a whole, greater ability to generate surplus

profit, reinvestment, and expansion of the productive units, more productivity, and better quality employment.

Brazil and the globalization process

Brazilian economy has been losing industrial jobs in an accelerated way. After two decades of poor growth, the Brazilian

economy was opened up to the global competition in a process begun in 1990, with a deregulation movement followed by a

privatization of the state owned companies. But the impact of globalization was felt only after inflation was lowered down

as a consequence of the stabilization plan known as the “Real Plan”. As demand began to catch speed due to the absence of

the “inflation tax”, imports began to grow and the industrial producers were forced to improve their production processthrough better productivity. This meant fewer jobs in the industrial sector.

The Wall Street Journal2 points to the global characteristic this job reduction has assumed, in a 20 economies analysis

during 1995/2002 period, with a loss of 22 million jobs loss (11% decrease). In the same period the industrial production

has shown a growth of 30%. Brazil, with a loss of 20% of industrial jobs is the country with the greatest impact. The causes:

gains due to technology, competitive forces provoking a better efficient frontier in the factories and a better output per

worker.

Farid(2003) and Pastore (2000), two Brazilian researchers point to this same direction, as the economy is in an adjustment

process due to external crises and the greater productivity of the industrial sector.

State of Sao Paulo: creation of jobs and entrepreneurial activity

2 HILSENRATH, Jon E., BUCKMAN, Rebecca(2003).


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Sao Paulo state it has been characterized by an industrial sector that is generating less jobs and that the demand for

placements has partially been met by the service sector. A pertinent question is what can be done for this movement to

generate a maximum number of good quality jobs (permanent and highly productive) and the highest possible level of

income.

As the outcome of the dispersion of Brazilian industry that began in the seventies participation of the Sao Paulo State

industry has decreased in the national total. This decrease in relative participation does not mean that industrial activity has

retracted, indeed in absolute terms a growth has been noticed if the decade of the l990s up to 2001 is considered. These

shifts have taken place in a framework of technological renewal where traditional segments adhered to a more sophisticated

technology. Fewer jobs were offered by industry accompanied by3:

- specialization of the Sao Paulo industry in capital and technology intensive activities with the out-sourcing of those

previously performed inside the factories and adopting labor saving technologies4;

- modernization of traditional sectors with a suppression of jobs and

- displacement of labor intensive companies to regions of lower labor cost.

On the other hand, services have expanded their representation with lower costs for the generation of workplaces. The more

advanced service segments show significant expansion. As the participation of industry dropped from 52.0% of the state

gross product in 1985 to 39.9% in 1999 service participation rose from 41.6% to 55.5% at the same time.5

Graph 1 – Level of Industrial Employment in the State of Sao Paulo – June/1994 to August/2003Index base: June/1994 = 100

3 See SISE – SISTEMA DE INFORMAÇÕES E ANÁLISES ECONÔMICAS (2002 ).

4 The presence of more modern industry demanded, on the other hand, the offer of sophisticated services of informationscience, distribution, logistics, personnel training, consulting, etc.;

5 Idem, ibidem.


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Table 1 – Level of Industrial Employment in the State of Sao Paulo – Percentage Variation and Number of Jobs

Year Percent

Variation

Jobs

(Absolute

numbers)

1995 -6.67 -142,995

1996 -7.53 -149,305

1997 -6.14 -113,104

1998 -7.74 -133,330

1999 -3.64 -59,106

2000 1.71 27,416

2001 -2.02 -32,437

2002 -4.43 -68,944

Jan-03 0.02 359

Feb-03 0.01 75

Mar-03 0.56 8,504

Apr-03 -0.20 -3,054

May-03 -0.18 -2,743

Jun-03 -0.30 -4,564

Jul-03 -0.08 -1,213

Aug-03 -0.26 -3,940

Source: FIESP/CIESP (2003).

Studies made by Unicamp6 comparing the cost of jobs created by large industry with those of small entrepreneurs show that

the latter are some 11 times smaller. Such jobs may differ in terms of quality, permanency, technical demands and

6 A position opened in the new facilities of Renault, General Motors and Mercedes-Benz do Brasil cost on the average ofR$ 350 thousand; small entrepreneurs open up to eight work places with an investment of R$ 250 thousand. See SISE –SISTEMA DE INFORMAÇÕES E ANÁLISES ECONÔMICAS (2002).


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productivity. It seems reasonable to affirm that policies oriented to small companies may provide a greater social benefit

over the short term that those directed to large size companies.

A phenomenon related to this is the significant and growing quantity of the micro and small companies in the country. The

following tables show that they represent 99% of the total of companies. They are responsible for 44.7% of the total jobs,

not considering the people occupied in the informal sector.7 There are about 14.4 million people in the country involved in

some type of activity related to businesses. This ranks the country as seventh in entrepreneurial activity in the world.8 A

survey of the circumstances shows that in their majority they are induced predominantly by necessity and not by a business

opportunity for someone, who could act as a third party’s employee. In Brazil this situation is more frequent than the world

average. In France, to mention an illustrative example, entrepreneurs by necessity are practically non-existent.

7The number of people occupied by the informal sector was of 12,870,420 according to data of the IBGE, of 1997.

8 GEM – Global Entrepreneurship Monitor – 2002.


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Table 2 – Entrepreneurial activity due to opportunity and entrepreneurial activity due to necessity – Brazil, world

average and France

Entrepreneurial activity due to

Opportunity

Entrepreneurial activity due to

Necessity

Brazil 42% 55%

World average 61% 37%

France 97% 0%

Source: GEM (2002)

Table 3 – Distribution of the number of companies in Brazil

Micro and small Medium Large Total

Industry 550,112 8,170 1,661 559,943

Commerce 2,045,185 4,609 2,684 2,052,478

Services 1,486,825 10,336 14,761 1,511,922

Total 4,082,122 23,115 19,106 4,124,343

99.0% 0.6% 0.5% 100.0%

Source: IBGE (2002).

Table 4 – Distribution of the number of jobs in Brazil

Micro and small Medium Large Total

Industry 3,522,689 1,636,721 2,465,939 7,625,349

Commerce 5,457,983 311,642 1,076,120 6,845,745

Services 4,629,485 715,689 10,641,999 15,987,173

Total 13,610,157 2,664,052 14,184,058 30,458,267

44.7% 8.7% 46.6% 100.0%

Source: IBGE (2002)


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Lessons from recent experiences

The future of global cities will depend on their ability to develop competitive advantages and to create an ambient favorable

to the emergence and evolution of clusters endowed with innovative abilities and with superior standards of productivity.

They must be to a great extent allied with the use of advanced technology and the offer of differentiated products and

services.

The fact that they are near or organized in networks allows the companies and agencies to enjoy common information and

knowledge, to combine and recombine joint actions, make agreements, share costs and promote wide ranging actions able to

produce common benefits.

Suzigan, Garcia and Furtado (2002) mention certain types of problems often faced by clusters. They require support

measures and may be schematically grouped as follows together with suggestions born of successful practices. In an effort

to summarize a set of recommendations are presented below:


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Table 5 – Groups of problem faced by clusters, observations and related actions

Group Observation Examples of actio

1. Location, logistics and

infrastructure

Transport cost and conditions, communications and access to

markets, urban infrastructure and roads to relevant markets

Act to resolve infr

politics(federal and

2. Presence of support

institutions

Can increment competitive capability, including the supply of

services directed toward technology and the development of

products

Stimulate the crea

technology and de

professionals), inc

support; create cen

seminars, celebrate

participate in fairs

3. Action of local

government authorities

City and state governments may compensate important deficiencies

in the support and supply of services to the companies, producing

positive externalities

Create institutions

companies of the c

centers

4. Spirit of cooperation and

ease to coordinate

actions

Despite cultural traits that may cause complications, there are cases

of successful organization of centralized purchasing, creation of

centers for technology and for professional training

Stimulate the cont

leadership, to org

technology cente

formation of assoc

local leading comp

5. Innovation and Expenses in general are small and exceptional. The organization of Stimulate innovat


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development of products research and development departments and contracting of

specialized professionals must stimulate innovative activities.

research and deve

specialists

6. Access to information

about products and

market tendencies

There are successful cases of sharing expenses with periodic visits

to development and market research centers.

Stimulate creatio

concerning tende

processes and prod

7. Quality Shared activities with institutionalized coordination may contribute

to the training of labor and management of quality programs.

Create an awarene

lectures, to educa

programs for the c

8. Existence of technical

services and specialized

professionals

Group initiatives may overcome the need for specialized

professionals, for example, in the design of products, engineering,

systems, marketing, research, etc.

Joint contracting

engineering and sy

the creation of spec

9. Adequate financing and

terms

Public finance agents are usually avoided or ignored. The problems

are related to high interest rates, requirement of guarantees,

insufficient grace and amortization periods, difficulty to access

specific lines of credit and lack of information.

Offer policies fo

solidarity includin

from the conventio

Source: Adapted from SUZIGAN, GARCIA & FURTADO (2002)


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One of the characteristics of global cities is that they offer favorable conditions for the emergence and growth of

competitive clusters. In the case of the city of Sao Paulo, in order to foster development of clusters in global cities, Levy

(2000) and also Romão (1998) state the importance of partnership between government, private sector and community

leadership. The potential wealth of a city should be viewed as a variety of community actions to be articulated even among

the poorer strata of the population.

As such, to promote the growth of a cluster means to identify promising niches, to understand their activities, to

comprehend the type of interaction between the agents and to promote their integration. Furthermore, there may be

collaboration in establishing a strategy taking into account the group of agents with their complexity, their interests and

potential as well as the allotment of responsibilities among them; related to the expansion of this group and the achievement

of good results in their activities.

This is the organization of interlinked networks of companies and institutions operating together that serve as a

counterbalance between the local and national political spheres. It aggregates the coordination of efforts, the joint use of

resources and promotion of practices as well as a culture favorable to innovation, to the entrepreneurial activity and to

international quality standards (Romão, 1998).

With respect to nurturing conditions for the flourishing of service clusters, some of the most frequent practices that have

been highlighted are:

• diagnose niches of needed specialized services, their history and tendencies for the purpose of choosing the most

promising alternatives;

• encourage creation and development of service companies that include high technology;

• foster alternative forms of organizing productive activity, cooperatives, associations, companies networks,

disseminating knowledge about the creation and management of such institutions;

• create or modify laws and regulations that facilitate the creation and operation of small service companies;

• encourage proximity of supplier facilities and of those requiring their services, by analysis of localized demands;

• create and foment partnership mechanisms between companies, authorities, research institutes, universities and

representation agencies, including forums for the discussion of pertinent subjects;

• promote laws that ease and induce the schooling of people with a profile and qualifications adjusted to the

demands of the local service sector, including the direct support to the existing teaching institutions and

encouragement of new ones;

• favor the use of mechanisms for agreement and rapid resolution of disputes among agents;

• promote the use of instruments of micro-credit and financing to solidarity groups of companies; and


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• promote the sharing of assets and the practice of joint activities to dilute costs.9

Conclusions

The advance of service segments takes on a specific form with certain trends. These are the prevalence of state of the art

technology and sophisticated services related to the need of the agents joining efforts to achieve greater productivity. From

this continuous movement arises a greater capability to adjust to the global movement of the economic system when the

choice of location is similar to the choice of commodity production.

The issue of geographic locations has gained momentum since global cities are required to have a structure permitting

control at a distance, minimum security and organization conditions and a complex network of auxiliary services so that the

agents may operate properly.

In such a framework, global cities offering good conditions for the development of service clusters will create advantages in

the competition among themselves.

Scrutiny of the recent historical and economic context of the service activities discloses that albeit in the City of Sao Paulo

industry does not show signs of decadence it has generated less jobs while those generated in the service sector are more in

evidence. The country as a whole, including the Sao Paulo State exhibits a high incidence of entrepreneurship by necessity,

which together with under-employment signals a lack of capability of the system as a whole to generate sufficient and

adequate occupation for the local population. In such a framework, and in view of the growth potential of the service sector,

the support of initiatives for entrepreneurship connected to highly representative clusters of the service activities has

become mandatory.Progress of service clusters in global cities will rest heavily upon the conviction of the preeminence of the economic agents’

interests that favor and ease their operations. In developed economies this conviction surmises at least the existence of a

reasonable fiscal burden and the warranty of minimal institutional conditions to grant safety to the investment decisions by

the transnational agents.

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