Spanish: a language, a culture, an economy Francisco Marcos-Marín lllf.uam.es/~fmarcos

1. Spanish: a language, a culture, an economy Francisco Marcos-Marínwww.lllf.uam.es/~fmarcos

2. RESEARCH among several methods of learning a second language. Compare different situations and select the methodology that suits best each of them.

3. 2. UNDERSTAND the importance of learning a second language and the connection between language and culture.

4. 3. FEEL comfortable developing an individual program for learning a second language.

5. 4. PRACTICE L2 learning techniques in everyday context.

6. 5. EXAMINE factors contributing to the learning success— specifically, those referring to different personalities and the social context.— Examine what can be done to ascertain a progress.

7. Language and culture: inseparable. • The culture of a society consist of what is needed to know for an adequate behavior of all members of society. • Culture is learned.

8. It is necessary to use the language as an advantage– seeking what is meant. • It must not be forgot that, when entering another culture, differences come at first sight.

9. Learning about a culture: • Learning a language is seeing and capturing a cultural world trough its language. • Authority – family – marriage – economy – religion – food – customs – death – clothes – work – enjoyment

10. Intellectual capital 1. Introduction2. Brief reflection on the context3. A new economic order4. Spain, a deposit of intellectual capital

11. 1. Introduction • Intellectual capital, a new concept. • “Intellectual capital is intellectual material. Who finds it and exploits it, triumphs” (T. Stewart). • “Intellectual capital is the main asset of third millennium firms” (Brooking). • It is the raw material in the Web, the content that furnishes its substance and sense.

12. 2. Brief reflection on context • Some illustrative data: • By the year 2005, more than 350 million people will be connected to the Internet. • In 2002 the volume of e-commerce exceeded a billion dollars. • IP traffic is higher than conventional phone usage.

13. Number of people connectedAbsolute ciphers (March 2000) • World Total304.36 million • Africa2.58 million • Asia/Pacific68.9 million • Europe83.35 million • Middle East1.90 million • Canada & USA136.86 million • South America10.74 million

14. Number of people conencted: percentages

15. Number of people connected: evolution/predictions

16. Primary uses of the Web

17. Primary uses of the Web (gender)

18. Use of Internet by gender, Europe

19. Internet generated revenue

20. Business context • Firms cease to be places for production and become places for thinking. • Strategic meaning of intellectual property rights.

21. 3. A new economic order • Global changes in political structure • Technological revolution • Economic advantages of intellectual capital versus traditional investments

22. Characteristics of this new system: • Changes in the labor structure • Changes in business networks • Globalization of tastes and habits • Generalized dematerialization: How can be evaluated the new assets?

23. 4. Spain, a deposit of intellectual capital • Spain, a bridge between the European cultural space and L.A. • Strategic opportunity: main role in the Digital Millennium. • Culture industries: strategic sector of high economic, social and cultural profitability.

24. 4. Spain, a deposit of intellectual capital Industry of Culture and Leisure in Spain According to the Instituto de Estudios Fiscales, the sector of culture and leisure is the fourth productive sector, after banking, commerce, and building.

25. 4. Spain, a deposit of intellectual capital Industry of Culture and Leisure in Spain Levels of participation in the IR of culture and leisure industry in Spain are very similar to those of the USA (6,5-7%) and the UK (4-5%)

26. 4. Spain, deposit of intellectual capital • Some problems: • Cultural consumption still low. Poteltiality is far beyond • Slow retreat of public capital • Little tradition of private investments in cultural and educational activities

27. 4. Spain, a deposit of intellectual capital • The opportunity: Cultural expressions of the different L.A. peoples should become the ideal meeting point, the general context, for commercial relations between Spain and Latin America

28. Demographic data and characteristics of Spanish • Spanish is a growing language • Today, with at least 400 million speakers, is the second international language, after English • Spanish speakers constitute a 6% of the world population, versus an 8,9% of English speakers and a 1,8% of French speakers

29. Demographic data and characteristics of Spanish • Spanish is the sole language or the major language in all countries where it is the official language: it is spoken by 94,6% of the population living in those countries. • For English, the percentage of the population that speaks it in countries where it is the official languages is 27,6. • In the case of French, the percentage is 34,6

30. Spanish in the Information Society • Including English, Spanish is used in a 7,2% of all connections, English 40,2%, no other language reaches 10% of the whole traffic.

31. Spanish in the Information Society Time and usage

32. SPAIN: EVOLUTION OF INVESTS IN L.A.

33. PRESENCE OF SPANISH FIRMS IN L.A. Inversión directa Millones de dólares 1990 1995 1999 Argentina 136 919 16.378 Brasil 79 108 733 25.000* Chile 22 57 3.682 Colombia 3 24 455 México 82 242 321 Perú 2 309 142 Puerto Rico 111 458 312 13.246 Venezuela 15 5 307 Centros financieros (1) 776 2.566 2.229 9.141 1. Incluye Panamá, Puerto Rico y otros centros del Caribe. 5.652 4.766 4.163 1.838 1.289 1.043 780 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 * España en 1999 lideró las Inversiones Extranjeras Directas (IED) desplazando a EEUU de ésta posición histórica de liderazgo inversor en AL

34. PLACE OF THE MAIN SPANISH INVESTS IN L.A. • Strong presence and high level of permanence in the region. Leadership • Integrating L.A. ahead of political agreements • Typical mistakes in the internationalization • Advancing in their learning curve • New abilities and resources developed • Starting globalization • But still in the 2nd group of global business

35. IMPACT OF THE MAIN SPANISH INVESTS IN L.A. • Spanish firms: • Integrate and dominate the sectors of financial services, telecommunications & energy • Became more dependent on L.A. • Evolved in their scale and sphere of reference • Spain is: • The second most important foreign investor in L.A. and the first among the EU • A crucial mediator and promoter in region goals • A challenger to regional domination of the USA • Accused for abuse of power & exploitation LEADERSHIP ACHIEVED IN HARDLY A DECADE: Economic impact of cultural goods

36. TWOS OF MAIN SPANISH INVESTORS IN L.A. STRENGTHS OPORTUNITIES IN TRADITIONAL SECTORS • NEW PRIVATIZATIONS • DEVELOPMENT OF SYNERGIES IN NON TRADITIONAL SECTORS • NEW AND REDEFINED SECTORS: E-ECONOMY /INTERNET /ELECTRONIC COMMERCE (B2B) • LOCAL LEADERS (in many markets) • INTEGRATED IN L.A. • EFFICIENT AND COMPETITIVE (for local standards) • BROAD KNOWLEDGE OF L.A. WEAKNESSES THREATS • ¿ARROGANTS? ¿RECONQUISTADORES? • EXCESIVE RISKS • BEHIND GLOBAL LEADERS IN TECHNOLOGY, RESOURCES & MEANS • REGIONAL INSTABILITY • CHANGING REGULATIONS • ANTI-SPANISH FEELING • REGIONAL AND LOCAL CRISES

37. GLOBAL CHANGES IN THE NEW MILLENNIUM Changes in the balance of power: • Stronger EU / weaker national governments • Broader gap between more and less rich • Pollution • Better priorities for solving past problems corruption drugs • Occident continues its expansion to counteract increasing power (and threats) of China, Islam and other emergent

38. GLOBAL CHANGES IN THE NEW MILLENNIUM Multinational firms contine expansion/consolidation Stronger firms, regional / multinational Emphasis in size / knowledge / technology Re-define their distinctive abilities Simpler structure. Outsourcing Flexible /open / multicultural organizations Horizontal structures

39. CHANGES IN L.A. IN THE NEW MILLENNIUM Divided among countries that: • continue their transformation Mexico/ Mercosur • will generate immense opportunities • will attract investors from all over the world • agreements and treaties of free commerce. UE/MEXICO. UE/MERCOSUR • offering more macro-economic and legal stability to IE firms • continue their instability (political and economical) • persist in their uncertainty, risk increases • attractive for investors ready to take more risks and “make the most of instability” To lower instability firms must contribute to economic and social development

40. MADE IN SPAIN: SPAIN AS A TRADE MARK (1) • Develop public/private synergies • Develop and Integrate cultural / formative actions aiming at making the most of intangible assets (Spain as a Trade Mark) • Boost economic synergies (create a permanent observatory: economic, financial and fiscal) • Increase technical contribution for regional development • Redefine private / public support against poverty

41. MADE IN SPAIN: SPAIN AS A TRADE MARK(2) • Establish an ethical code for investing actions • Establish a business joint action to boost Spain: as a trade mark / as a competitive country / as an adapting economy • Reinforce Spain as an innovating, advanced, innovating modern country, technical and culturally ready to take the challenges of 21st c. • Achieve benefits superior to the addition of individual actions

42. MAIN FACTORS CONTRIBUTING TO SPANISH INVESTMENTS IN L.A. Domain USA Japan Leader Investor Internat- Expansion Liberalization New Technologies Globalization Crisis Asia New Economy World American Challenge Consolidation European Union Revision WS* Third Way EURO End Monopolies F&A Concentration De-regulation Europe Few Resources Uncompetitive firms Entry EU Attracts investors More Resources Strong decision for External Invests Privatizations Competitive Firms Spain Latin America Closed Economy Sociopolitical Conflicts Protected Economy Crisis External Debt Market Economy Opening Privatizations Crisis, Adjustments & Stabilization Very Strong Hit by Crisis External Debt Fearful and retracted Careful and conditioned Competitors Personal and cultural links Less Attractive options SP* Instability Internationalization Going for L.A. Expansion / Leadership Consolidation Spanish Firms * F&A: Fusions & Acquisitions SP: Socio-Political WS: Welfare State 60s / 70s 80s Begin 90s End 90s /2000

43. MOST REPRESENTATIVE SPANISH FIRMS IN L.A. Meliá, Barceló, Endesa, Fenosa Aguas de Barcelona Dragados, Barceló, Meliá BSCH-BBVA Telefónica México R. Dominicana Cuba Puerto Rico Endesa, Repsol,Iberia (Viasa, liquidada) Telefónica, BBVA, BSCH BBVA, BSCH, Repsol, Aguas de Barcelona, Gas Natural, Mapfre, Dragados, FCC, Unión Fenosa, Iberdrola, Hidrocantábrico El Salvador Venezuela BBVA,Telefónica Colombia Ecuador BBVA, BSCH, Endesa, Iberdrola, Repsol, Aguas de Barcelona Perú BBVA, Repsol Brasil Bolivia BBVA, BSCH, Endesa, Repsol,Telefónica Paraguay Endesa, BBVA,BSCH, Repsol, Telefónica, Iberdrola, Aguas de Barcelona, Gas Natural BBVA, BSCH, Iberdrola, Repsol, U.Fenosa Uruguay BSCH Argentina BSCH, Aguas de Barcelona, U.Fenosa, ENCE, Radiotrónica Chile Telefónica, Iberia, BBVA, BSCH, Endesa, Iberdrola, Repsol, Aguas de Barcelona, Dragados, FCC Telefónica, BBVA, BSCH, Endesa, Iberdrola, Repsol, Aguas de Barcelona, FCC