Spanish: a language, a culture, an economy Francisco Marcos-Marín fmarcos.

Spanish: a language, a culture, an economy

Francisco Marcos-Marínwww.lllf.uam.es/~fmarcos

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

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

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

4. PRACTICE L2 learning techniques in everyday context.

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.

• The culture of a society consist of what is needed to know for an adequate behavior of all members of society.

• Culture is learned.

Language and culture: inseparable.

• 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.

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

Intellectual capital

1. Introduction

2. Brief reflection on the context

3. A new economic order

4. Spain, a deposit of intellectual capital

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.

1. Introduction

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.

2. Brief reflection on context

Number of people connectedAbsolute ciphers (March 2000)

• World Total 304.36 million

• Africa 2.58 million

• Asia/Pacific 68.9 million

• Europe 83.35 million

• Middle East 1.90 million

• Canada & USA 136.86 million

• South America 10.74 million

Number of people conencted:percentages

Number of people connected:evolution/predictions

Primary uses of the Web

Primary uses of the Web (gender)

Use of Internet by gender, Europe

Internet generated revenue

Firms cease to be places for production and become places for thinking.

Strategic meaning of intellectual property rights.

Business context

3. A new economic order

Global changes in political structure

Technological revolution

Economic advantages of intellectual capital versus traditional investments

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?

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.

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.

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%)

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

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

Demographic data and characteristics of Spanish

Spanish is a growing languageToday, with at least 400 million speakers, is the

second international language, after EnglishSpanish speakers constitute a 6% of the world

population, versus an 8,9% of English speakers and a 1,8% of French speakers

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

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.

Spanish in the Information Society

Time and usage

1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 19990

5000

10000

15000

20000

25000

América Latina y el Caribe Total en el mundo

Ingreso de España a la Unión Europea

Telefónica inicia operaciones en Argentina y Chile

Telefónica inicia actividades en P erú

Inicio de la expansión de los bancos españoles (Santander, BBV y BCH) en América Latina

Ingreso de Endesa en la propiedad de la empresa chilena Enersis, líder regional

Entrada de bancos y empresas españolas al mayor mercado regional: Brasil (Telefónica, Iberdrola, Gas Natural, BSCH, BBVA)

Repsol compra YP F y se constituye en el líder energético de la región. BSCH y BBVA adquieren los mayores bancos mexicanos, alcanzando el liderazgo financiero en América Latina

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

Inversión directaMillones de dólares

1990 1991 1992 1993 1994 1995 1996 1997 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 1998 1999

25.000*

PRESENCE OF SPANISH FIRMS IN L.A.PRESENCE OF SPANISH FIRMS IN L.A.

1990 1995 1999 Argentina 136 919 16.378 Brasil 79 108 733 Chile 22 57 3.682 Colombia 3 24 455 México 82 242 321 Perú 2 309 142

Puerto Rico 111 458 312 Venezuela 15 5 307

Centros financieros (1) 776 2.566 2.229 1. Incluye Panamá, Puerto Rico y otros centros del Caribe.

1.2891.838

780 1.043

4.163 4.766 5.652

9.141

13.246

* España en 1999 lideró las Inversiones Extranjeras Directas (IED) desplazando a EEUU de ésta posición histórica de liderazgo inversor en AL

PLACE OF THE MAIN SPANISH INVESTS IN L.A.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

IMPACT OF THE MAIN SPANISH INVESTS IN L.A.

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

TWOS OF MAIN SPANISH INVESTORS IN L.A.TWOS OF MAIN SPANISH INVESTORS IN L.A.

• LOCAL LEADERS (in many markets)

• INTEGRATED IN L.A.

• EFFICIENT AND COMPETITIVE (for local standards)

• BROAD KNOWLEDGE OF L.A.

• ¿ARROGANTS? ¿RECONQUISTADORES?

• EXCESIVE RISKS

• BEHIND GLOBAL LEADERS IN TECHNOLOGY, RESOURCES & MEANS

IN TRADITIONAL SECTORS

• NEW PRIVATIZATIONS

• DEVELOPMENT OF SYNERGIES

IN NON TRADITIONAL SECTORS

• NEW AND REDEFINED SECTORS: E-ECONOMY /INTERNET /ELECTRONIC COMMERCE (B2B)

• REGIONAL INSTABILITY

• CHANGING REGULATIONS

• ANTI-SPANISH FEELING

• REGIONAL AND LOCAL CRISES

STRENGTHS OPORTUNITIES

WEAKNESSES THREATS

GLOBAL CHANGES IN THE NEW MILLENNIUMGLOBAL 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

GLOBAL CHANGES IN THE NEW MILLENNIUMGLOBAL CHANGES IN THE NEW MILLENNIUM

Multinational firms contine expansion/consolidation

Stronger firms, regional / multinational Emphasis in size / knowledge / technologyRe-define their distinctive abilities Simpler structure. Outsourcing Flexible /open / multicultural organizations Horizontal structures

CHANGES IN L.A. IN THE NEW MILLENNIUMCHANGES 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

MADE IN SPAIN: SPAIN AS A TRADE MARK (1)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

MADE IN SPAIN: SPAIN AS A TRADE MARK(2)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

World

Europe

Spain

Latin America

Competitors

Spanish Firms

Domain USA Japan Leader Investor Internat-

Expansion

Liberalization New Technologies

Globalization

Crisis Asia New Economy

American Challenge ConsolidationEuropean Union

Revision WS* Third Way

EURO

End Monopolies F&A Concentration De-regulation

Few Resources Uncompetitive

firms

Entry EU

Attracts investors

More ResourcesStrong decision for

External Invests

Privatizations Competitive

Firms

Closed Economy Sociopolitical

Conflicts

Protected EconomyCrisis External Debt

Market Economy Opening

Privatizations

Crisis, Adjustments & Stabilization

Very StrongHit by Crisis

External Debt

Fearful and retracted

Careful and conditioned

Personal and cultural links

Less Attractive options

SP* Instability

InternationalizationGoing for L.A.

Expansion / Leadership

Consolidation

60s / 70s 80sBegin 90s End 90s /2000

* F&A: Fusions & Acquisitions

SP: Socio-Political

WS: Welfare State

MAIN FACTORS CONTRIBUTING TO SPANISH INVESTMENTS IN L.A.

MOST REPRESENTATIVE SPANISH FIRMS IN L.A.

ColombiaColombia

PerúPerú

ChileChile

ArgentinaArgentina

BrasilBrasil

MéxicoMéxico

BBVA, BSCH, Repsol, Aguas de Barcelona, Gas Natural, Mapfre, Dragados, FCC, Unión Fenosa, Iberdrola, Hidrocantábrico

BBVA, BSCH, Repsol, Aguas de Barcelona, Gas Natural, Mapfre, Dragados, FCC, Unión Fenosa, Iberdrola, Hidrocantábrico

Endesa, Repsol,Iberia (Viasa, liquidada)Telefónica, BBVA, BSCH

Endesa, Repsol,Iberia (Viasa, liquidada)Telefónica, BBVA, BSCH

BBVA, BSCH, Endesa, Iberdrola, Repsol, Aguas de Barcelona

BBVA, BSCH, Endesa, Iberdrola, Repsol, Aguas de Barcelona

Endesa, BBVA,BSCH, Repsol,Telefónica, Iberdrola, Aguas de Barcelona, Gas Natural

Endesa, BBVA,BSCH, Repsol,Telefónica, Iberdrola, Aguas de Barcelona, Gas Natural

Telefónica, Iberia, BBVA, BSCH, Endesa, Iberdrola, Repsol, Aguas de Barcelona, Dragados, FCC

Telefónica, Iberia, BBVA, BSCH, Endesa, Iberdrola, Repsol, Aguas de Barcelona, Dragados, FCCTelefónica, BBVA, BSCH,

Endesa, Iberdrola, Repsol, Aguas de Barcelona, FCC

Telefónica, BBVA, BSCH, Endesa, Iberdrola, Repsol, Aguas de Barcelona, FCC

BBVA, BSCH, Endesa, Repsol,TelefónicaBBVA, BSCH, Endesa, Repsol,Telefónica

BoliviaBolivia

BBVA, BSCH, Iberdrola,Repsol, U.FenosaBBVA, BSCH, Iberdrola,Repsol, U.Fenosa

ParaguayParaguay

BSCHBSCH

BBVA, RepsolBBVA, Repsol

BSCH-BBVA Telefónica

BSCH-BBVA Telefónica

Meliá, Barceló, Endesa, Fenosa

Meliá, Barceló, Endesa, Fenosa

BBVA,TelefónicaBBVA,Telefónica

BSCH, Aguas de Barcelona, U.Fenosa, ENCE, RadiotrónicaBSCH, Aguas de Barcelona, U.Fenosa, ENCE, Radiotrónica

R. Dominicana

Aguas de BarcelonaDragados, Barceló, Meliá

Aguas de BarcelonaDragados, Barceló, Meliá

Cuba

El Salvador

Puerto RicoPuerto Rico

VenezuelaVenezuela

UruguayUruguay

EcuadorEcuador