Thursday, February 26, 2015

La responsabilidad social empresarial (RSE) como parte de la agenda de desarrollo post-2015 en América Latina

Por: Carolina Herrera Cano*
Analista del Observatorio en Comercio, Inversión y Desarrollo
Universidad EAFIT, Colombia

Los retos propuestos por la Agenda de Desarrollo Post-2015 postulan responsabilidades propias de los gobiernos, las empresas y los individuos. Poner al desarrollo sostenible como tema fundamental para los nuevos Objetivos de Desarrollo Sostenible (ODS), que reemplazarán a los actuales Objetivos de Desarrollo del Mileno (ODM) (Naciones Unidas, 2013), busca hacer realidad la incorporación de las dimensiones sociales, económicas y medioambientales en los diferentes escenarios internacionales. Por esta razón, y debido al contexto social propio de la región y de las empresas multilatinas, se plantea la necesidad de poner a la Responsabilidad Social de las empresas (RSE) de estas empresas como prioridad dentro de la Agenda de Desarrollo Post-2015 de América Latina.

Durante la última década, América Latina y el Caribe han presentado grandes avances en el cumplimiento de los ODM. Es este el caso de la pobreza que ha pasado de un 42% a un 25% desde el año 2000 al 2012. Sin embargo, a pesar de que esta cifra responde en cierta medida a los objetivos planteados para 2015; problemas tales como la desigualdad siguen siendo preocupantes en la región (World Bank, 2015). Por esta razón y debido a resultados similares en los demás ODM, las Naciones Unidas promueven una reestructuración de estos objetivos.

El Informe del Grupo de Alto Nivel de Personas Eminentes sobre la Agenda de Desarrollo Post-2015: “Una Nueva Alianza Mundial: Erradicar la pobreza y transformar las economías a través del desarrollo sostenible” propone cinco grandes cambios transformativos aplicables a todos los países con el fin de hacer realidad el alcance de los ODS. Estos cambios son: No olvidarse de nadie, Transformar las economías para crear empleo y crecimiento inclusivo, Construir paz e instituciones públicas eficaces, abiertas y responsables, Forjar una nueva alianza mundial y, de manera importante para el presente análisis, colocar el desarrollo sostenible en el centro de la agenda (Naciones Unidas, 2013).

En este último cambio propuesto, las Naciones Unidas buscan hacer realidad los esfuerzos que se ha planteado la comunidad internacional durante los últimos años: integrar las dimensiones sociales, económicas y medioambientales de la sostenibilidad para el logro del desarrollo internacional. Además, las Naciones Unidas plantean que, de hecho, desde el sector privado, muchas de las empresas más importantes alrededor del mundo lideran en este momento la deseada transformación hacia una economía mundial sostenible (Naciones Unidas, 2013).

Para el caso de América Latina, el desarrollo sostenible de las empresas a través de la RSE ha sido no sólo de gran importancia, sino que se ha caracterizado por tener un enfoque diferente a las demás regiones del mundo. Estados Unidos, por ejemplo, ha centrado la RSE en la caridad, Europa, por su parte, le ha apostado más a la incorporación de modelos de negocio más sostenibles. América Latina se ha caracterizado por tener un enfoque que busca responder a los problemas sociales que enfrenta la región, tales como la pobreza y la desigualdad (Casanova & Dumas, 2010).

De hecho, Lindgreen y Córdoba (2010) afirman que en la región muchos gobiernos tienden a ceder responsabilidades relacionadas con el bienestar de la población a las empresas privadas. Además, debido a su inminente incorporación al escenario global, las empresas multilatinas se han visto en la necesidad de implementar la RSE de manera creciente dentro de sus prácticas corporativas. De esta manera, una de las características principales de la RSE en América Latina es su surgimiento a partir de las necesidades del entorno.

Por otro lado, es importante reconocer la importancia que las empresas latinas multinacionales o multilatinas han adquirido durante los últimos años: muchas de estas empresas se han convertido en importantes referentes en las industrias en las que operan (Cuervo-Cazurra, 2008). Sin embargo, es la lamentable la comparación entre la situación exitosa de algunas multilatinas en el mercado internacional, acompañada de las positivas expectativas de crecimiento de las economías, y la de las condiciones sociales que aún vive la región: pobreza, falta de educación y violencia (Lindegreen & Córdoba, 2010).

La Agenda de Desarrollo Post-2015 plantea la importancia de hacer del desarrollo sostenible un tema prioritario. La situación actual de América Latina en términos de pobreza, falta de educación y violencia requiere de la intervención de instituciones privadas pues hasta el momento han demostrado no sólo ser capaces de ser líderes en esta requerida transformación, sino que desde su posición exitosa pueden continuar su labor de responsabilidad social basadas en las necesidades de la región.

Referencias


Casanova, L., & Dumas, A. (2010). Corporate Social Responsibility and Latin American Multinationals: Is Poverty a Business Issue?. Universia Business Review, (25), 132-145.

Cuervo-Cazurra, A. (2008). The multinationalization of developing country MNEs: The case of multilatinas. Journal Of International Management, 14(2), 138-154.

Lindgreen, A., & Córdoba, J. (2010). Editorial: Corporate Social Responsibility in Latin America. Journal Of Business Ethics, 91167-170.

Lindgreen, A., Córdoba, J., Maon, F., & Mendoza, J. (2010). Corporate Social Responsibility in Colombia: Making Sense of Social Strategies. Journal Of Business Ethics, 91229-242.

Naciones Unidas. (2013). Una nueva alianza mundial: erradicar la pobreza y transformar las economías a través del desarrollo sostenible. Nueva York: UN.

Monday, February 23, 2015

Latinoamérica y su concepción de desarrollo

Por: Alejandro Botero Uribe[1]

El 13 de marzo de 1961 el presidente John F. Kennedy, al pronunciar un discurso ante los embajadores de los países americanos en Washington hizo un llamamiento a la cooperación regional de Las Américas para unir esfuerzos en el mejoramiento de las condiciones de vivienda, trabajo, acceso a la tierra, salud y educación de los habitantes del continente, proponiendo así la creación de lo que él llamó La Alianza Para el Progreso que se vería plasmado en el Plan Decenal de las Américas. Este plan pretendía ser puesto sobre la mesa el 15 de julio del mismo año en Uruguay donde se establecerían los principios rectores, las medidas institucionales a tomar para su implementación y el financiamiento del programa[2].

Si bien la Alianza para el Progreso nunca surgió, es importante resaltar este hecho como un hito histórico en la concepción de desarrollo de América Latina y el mundo en general, pues de manera avanzada para su época se concibió a este no como un aspecto de carácter meramente económico, sino como la confluencia de una serie de factores que juntos contribuirían al bienestar humano, pues como bien expresa el Programa de las Naciones Unidas para el Desarrollo (PNUD) en su Informe sobre desarrollo humano 2010 “La verdadera riqueza de una nación está en su gente”[3].

La transvaloración del desarrollo desde un punto de vista económico a uno que reuniera mas factores de bienestar, entró a ser parte del panorama mundial en 1990 con el primer informe de este tipo que introdujo el PNUD. La razón de ser de este fue lo poco que reflejaba de una sociedad un análisis que únicamente reuniera factores económicos, pues si bien estos mostraban una mayor disponibilidad en ingresos, no necesariamente establecían como tales ingresos se irrigaban en beneficio de una sociedad interpretada en su globalidad. De esta forma se estimó necesario incluir factores que reflejaran la situación de las naciones en términos de vida saludable, adquisición de conocimiento y disponibilidad de recursos para tener una vida digna[4], factores que con el tiempo han sido complementados con estadísticas sobre las disparidades de género, la desigualad, la pobreza multidimensional y la libertad humana[5].

La implementación de esta visión sobre el desarrollo en Latinoamérica llegó de manera tardía, por un lado el territorio no fue ajeno a factores tales como los conflictos armados y la mala gestión política y económica que junto con las epidemias del Sida han sido los elementos obstaculizantes mas importantes desde 1990[6]. Por su parte es importante tener en cuenta que, aún a principio de los 90, gran parte de la región se encontraba enfocada en lograr una salida a los problemas de deuda externa que la azotaron durante los años 80[7], por lo que la implementación de una nueva concepción sobre el desarrollo no era una prioridad en ese entonces.

La tardanza en implementar una concepción mas amplia del desarrollo generó cierto atraso de estos países sobre la materia, pues fue solo 10 años mas tarde, con la aparición de los objetivos del milenio, que se logró apreciar un interés por parte de Latinoamérica en atacar de manera frontal problemas que no tuvieran una relación directa con su política, fiscal, monetaria o cambiaria[8].

A lo largo del siglo XXI se ha logrado apreciar un resurgimiento del proteccionismo estatal en diversos países de Latinoamérica, por un lado se pueden ver tendencias al interior de países tales como Venezuela, Ecuador, Bolivia, Argentina, entre otros. Así como se puede apreciar desde el punto de vista de la cooperación internacional en organizaciones como Mercosur[9].

En oposición a esta situación encontramos países que se han preocupado mas por la competitividad y que de esta forma han incluso implementado organizaciones cooperativas para lograr este fin, como es el caso de la Alianza Pacífico, conformada, por Chile, Colombia, México y Perú[10].

El balance para demostrar cuan afortunada es una u otra tendencia no es posible hacerlo mas que haciendo un ejercicio argumentativo, pues de manera empírica encontramos un aumento de ciertos índices en diversas naciones de Latinoamérica y no precisamente se logra apreciar una influencia por el tipo de modelo implementado. Igualmente es importante resaltar que la aparición de la Alianza Pacífico aún es muy reciente, por lo que sería apresurado hacer un balance que hable de su efectividad.

Si bien es importante el análisis de las sociedades actuales, es importante tener en cuenta algunos aspectos históricos que aún hoy influyen en las dinámicas económicas latinoamericanas, instituciones como la mita y la encomienda, con sus respectivos efectos devastadores en los pueblos indígenas, reflejan sus sombras en la América Latina de hoy.

Un ejemplo de esto son los asentamientos indígenas del Perú, en los cuales se logra ver un mayor deterioro en términos de desarrollo en aquellos lugares que, si bien tienen características similares, estuvieron bajo la influencia de la mita[11].

De manera mas amplia, son estas temáticas las que se pretenden abordar en el escrito, esta propuesta no constituye mas que una promesa de profundizar en cada tema mencionado de forma tal que se logre tener un panorama mas amplio sobre los modelos de desarrollo que predominan en América Latina, sus particularidades frente a los factores que lo determinan y los efectos que antiguos modelos o factores culturales tienen en las sociedades actuales.


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Notas de pie


[1] Estudiante de Derecho, Universidad EAFIT. Correo electrónico: aboter19@eafit.edu.co
[2] s.d, “Planificación del desarrollo económico y social en América Latina”, EBSCOHost, [base de datos en línea], artículo 20066755.
[3] Programa de las Naciones Unidas para el Desarrollo, “La verdadera riqueza de las naciones: Caminos al desarrollo humano”, UNDP, [en línea], s.f., disponible en: http://hdr.undp.org/sites/default/files/hdr_2010_es_summary.pdf.
[4]Fernando Martín Mayoral y Jorge Yepes Zúñiga, “Evolución de las disparidades en el desarrollo económico y humano de América Latina : Análisis del IDH y sus componentes”, EBSCOHost, [base de datos en línea], artículo 97347554.
[5] Programa de las Naciones Unidas para el Desarrollo, “La verdadera riqueza de las naciones: Caminos al desarrollo humano”, UNDP, [en línea], s.f., disponible en: http://hdr.undp.org/sites/default/files/hdr_2010_es_summary.pdf.
[6] Ibíd.
[7] Marcos Troyjo, “Development models or growth tactics?”, Latin Trade, vol. 22, num. 2, 1 de marzo de 2014, p. 32, [en línea], disponible en: http://latintrade.com/wef-trade-development-models-or-growth-tactics/.
[8] Ibíd.
[9] Fernando Martín Mayoral y Jorge Yepes Zúñiga, “Evolución de las disparidades en el desarrollo económico y humano de América Latina : Análisis del IDH y sus componentes”, EBSCOHost, [base de datos en línea], artículo 97347554.
[10] Marcos Troyjo, “Development models or growth tactics?”, Latin Trade, vol. 22, num. 2, 1 de marzo de 2014, p. 32, [en línea], disponible en: http://latintrade.com/wef-trade-development-models-or-growth-tactics/
[11] Daron Acemoglu y James A. Robinson, Por qué fracasan los países: Los orígenes del poder, la prosperidad y la pobreza, Colombia, Planeta Colombia, 2012, pp. 26 – 33.

De los ODM a los ODS: Una mirada desde del institucionalismo cognitivo


Analista del Observatorio en Comercio, Inversión y Desarrollo, Universidad EAFIT


Si se mira desde la perspectiva de los estudios de políticas públicas al proceso de renovación de los objetivos de desarrollo a nivel mundial, en el seno de la Organización de las Naciones Unidas, se puede llegar a aliviar actitudes pesimistas hacia el proceso de diseño de los Objetivos de Desarrollo del Milenio (ODM). El surgimiento de los objetivos de desarrollo Post 2015, o como son conocidos ahora, Objetivos de Desarrollo Sostenible (ODS), no sólo se ve justificado por los cambios que el tiempo ha dejado en la sociedad, sino también, por las dificultades que se han presentado en el cumplimiento de los ODM. Si recordamos a Adolfo Eslava (2011), la base de todo pensamiento sobre políticas públicas es la abstracción al ciclo en el que estas tienen lugar donde, grosso modo, pueden comprenderse tres fases: antes, durante y después.



  • Antes, corresponde al momento en el que un problema sale a la esfera pública, lo que quiere decir: el reconocimiento y aceptación medianamente generalizado de un asunto como problemático para una comunidad o sociedad determinada. También, esta etapa incluye la discusión pública que se genera en torno a aquello que se ha identificado como problemático hasta el punto de la formulación de una solución: política pública.
  •  El durante corresponde al proceso de implementación de la política pública, en el cual se toman todas las acciones necesarias y convenientes para poder llevar a cabo la ruta de acción anteriormente determinada. Es importante tener en cuenta que el proceso de práctica cambia el diseño al que se ciñe debido a los problemas contextuales que, naturalmente, la afectan.
  • Finalmente, el después, permite el desarrollo de actividades evaluativas y de retroalimientación que facilitan el entendimiento del proceso entero y la toma de decisiones para la continuación del curso de la política pública.


No obstante, como de la mano de Roth, Eslava (2011) sugiere, el análisis y el mundo de las políticas públicas no se ven limitados por este esquema. Inclusive, el esquema mismo, no muestra un final. Sobre esto, es más esclarecedor Charles E. Lindblom (1991), al mostrar el complejo juego de intereses sociales que está detrás de la formulación de una política pública, brindando una riqueza sociológica al marco teórico del ciclo. Así, puede dejar de pensarse en una lógica vertical de las políticas, donde, ante unos determinados problemas sociales, hay un estructurado cuerpo administrativo dispuesto a resolverlos.

Si nos devolvemos al ciclo de las políticas públicas en la lógica de Lindblom, el surgimiento de los problemas es ampliamente público, pues hay una gran cantidad de ellos concursando por penetrar los espacios de discusión válidos (acotándonos a un sistema democrático) e, inclusive cuando lo logran, combatiendo entre ellos para encontrar una solución. Una solución que a su vez estará diseñada para responder a unos intereses que en el momento triunfaron en el proceso democrático. En este sentido, es entendible que las políticas implementadas no logren responder a todos los problemas que una sociedad tiene y no solamente a aquellos que son validados por el debido proceso.

De esta manera, se puede comprender cómo el camino escogido por la ONU con los ODM trató de responder, a los problemas formulados de una manera eficiente en un curso de acción limitado por unos intereses contextualizados. En este sentido, a pesar de posibles posturas pesimistas respecto al cumplimiento de los objetivos, puede decirse que el proceso de su construcción estuvo acorde a la discusión pública. Más aún, entre los ODM y los ODS no puede interpretarse un quiebre, sino una renovación a la luz de la retroalimentación, presupuestada en el ciclo de cualquier política pública.
A pesar del entendimiento del flujo normal de políticas públicas, no se puede caer en la satisfacción de pensar que los objetivos no obtenidos se lograrán por inercia en la continuación de este proceso. Adquiere especial importancia que la retroalimentación se haga de una manera consciente e inquisitiva, tratando de entender qué pudo generar desfases en la planeación o desvíos en la implementación. En esta línea argumental, este capítulo se centrará en la perspectiva teórica que, desde el institucionalismo cognitivo de Constantinos Mantzavinos (2004) se plantea.

Para facilitar el paso de la discusión hacia la propuesta meta-teórica de Mantzavinos (2004), es útil deshacerse de la analogía con la que inició este texto. Si bien, para facilitar la comprensión del proceso en el que un cuerpo político y jurídico genera soluciones, se implicó que las acciones de la ONU pueden interpretarse como políticas públicas, hay límites teóricos entre el mundo internacional y los Estados. El punto de unión es brindado por la teoría del economista griego al brindar un contexto de solución a problemas. De esta manera, se solucionan las dificultades que temas como la exigibilidad o la legitimidad representan para que los cuerpos internacionales produzcan piezas normativas como las políticas públicas de una nación. Desde la perspectiva de este autor, se desmonta del marco jurídico estatal a las respuestas que los cuerpos jurídicos y político dan a problemas sociales dejándolas como soluciones, que en caso de ser exitosas y difundidas se convierten instituciones.

Referencias

Eslava, A. (2011). El juego de las políticas públicas: reglas y decisiones sociales. Medellín: Fondo Editorial Universidad EAFIT.

Lindblom, C. E. (1991). El proceso de elaboración de políticas públicas. México D. F.: Purrúa.

Mantzavinos, C. (2004). Individuals, institutions, and markets. Cambridge University Press.





La presentación para Colombia del reporte de la UNCTAD sobre los países menos adelantados

Por: Carolina Herrera Cano* 
Analista del Observatorio en Comercio, Inversión y Desarrollo, Universidad EAFIT

 El 23 de febrero 2015 se realizó el lanzamiento del Informe de los Países Menos adelantados (PMA) de la UNCTAD en la Universidad EAFIT. El Sr. Rolf Traeger, quien coordina el trabajo de investigación sobe los Países Menos Adelantados (PMA) estuvo a cargo de la conferencia que fue retransmitida desde Ginebra, Suiza. Este documento consigna un análisis de cómo han evolucionado estas economías durante los últimos años y los principales retos que aún quedan por resolver, en especial en temas como pobreza, desnutrición, mala salud y escaso nivel educativo. El presente informe plantea la necesidad de hacer frente a estos problemas con el fin de alcanzar mayores niveles de inversión productiva y productividad del trabajo, necesarios para el alcance del principal objetivo del desarrollo económico: el desarrollo humano.

Durante la conferencia se expusieron las razones por las cuales muchos de estos países no pudieron alcanzar los Obejtivos de Desarrollo del Milenio. En primer lugar, se habló de la paradoja que existe en cuanto a la existencia de crecimiento económico no coincide con el alcance del desarrollo humano. A pesar de que estos países mostraron crecimiento económico, sus niveles de vida no presentaron cambios importantes. En este sentido, el Sr. Rolf Traeger enfatiza en la necesidad de realizar cambios estructurales dentro de las economías de los países, pues si bien no se debe confundir desarrollo económico con desarrollo humano, se puede olvidar que este último no puede conseguirse sin el primero. Promover planes de nutrición, salud y educación desde los gobiernos, podría traducirse en mayor productividad y, de manera consecuente, en más actividades con valor agregado y mejores empleos.

Gracias a la generación de empleos, los ingresos fiscales por impuestos serían mayores y se lograría un círculo virtuoso al invertir de nuevo en aspectos tales como salud y educación. Sin embargo, también se afirma la necesidad no sólo de promover cambios dentro de los países, sino de movilizar a la comunidad internacional hacia el apoyo de los PMA. Es por esto que es importante promover: el efectivo cumplimiento de la Asistencia Oficial al Desarrollo (AOD) por parte de los países desarrollados, permitir que el comercio internacional se convierta en un promotor del desarrollo y regular la arquitectura actual del sistema financiero para evitar crisis económicas. Por último, este análisis identificó la necesidad de poner especial atención a la manera en que se plantean los Objetivos de Desarrollo Sostenible, que reemplazarán a los Objetivos de Desarrollo del Milenio.

Esta nueva agenda que se propone a partir de 2015 y que se espera se cumpla para 2030, tiene el reto de asumir un enfoque holístico en cuanto a la interpretación del desarrollo humano y su necesidad de incluir objetivos que busquen el desarrollo humano, sin dejar de lado su conexión con el desarrollo económico de los países.

 A continuación fotos de cortesía de David Pérez de la oficina de prensa de la Universidad EAFIT


Monday, February 16, 2015

Invitación a nuevos integrantes en rol de Analistas y apoyo Logístico

El “Observatorio en Comercio, Inversión y Desarrollo” es un grupo de estudio que busca analizar las dinámicas de los países en desarrollo y emergentes, especialmente de América Latina y el Caribe. La perspectiva de análisis es inspirada en la Conferencia de las Naciones Unidas para el Desarrollo (UNCTAD). Desde julio del 2013 el Observatorio sirve como espacio para la preparación de los estudiantes de la Universidad EAFIT que asisten al Viaje Académico de la UNCTAD en el tema de Comercio, Desarrollo e Inversión que se realiza en Ginebra, Suiza, anualmente. Además, con el fin de cumplir sus objetivos de investigación y análisis, el semillero utiliza su plataforma virtual que sirve de espacio de difusión de artículos cortos de análisis y opinión del grupo de estudio sobre temas de comercio, inversión y desarrollo aplicados principalmente a países emergentes y en vía de desarrollo.

El Observatorio está registrado como semillero de investigación en la Universidad EAFIT

En uno de los proyectos del Observatorio para este año se encuentra el curso regional de la UNCTAD sobre asuntos económicos regionales en América Latina y el Caribe (P166) que se realizará en EAFIT entre los días 11 y 31 de julio 2015. Este es un espacio importante para docentes y estudiantes de toda la comunidad universitaria, pues ofrece la oportunidad de actualizarse en cuestiones fundamentales de la Agenda Económica Internacional. Para la realización y éxito de este evento, es necesario la conformación de un grupo de apoyo logístico de cuatro (4) personas que cuenten con un excelente nivel de inglés.

Si usted está interesado en formar parte de este equipo logístico voluntario envíe antes del viernes 27 de febrero 2015 sus datos (nombre completo, cédula, código, programa en el cual se encuentra inscrito, semestre) al correo de contacto, para ser contactado y entrevistado posteriormente por el personal encargado de la organización del evento.

Para ser miembro activo del semillero de investigación “Observatorio en Comercio, Inversión y Desarrollo” se seguirá el mismo procedimiento, sin tener fechas límite para la inscripción a través de una carta de motivación y hoja de vida a catalinatamayop1@gmail.com.



Informes:
Marcela Marin Mira (IB, MsCc).
Analista del Observatorio en Comercio Inversión y Desarrollo
Coordinadora administrativa P166 Medellin 2015
E-mail: mmarin@eafit.edu.co 

Tuesday, February 10, 2015

Country brands: A paradigm change towards development

By: Carolina Herrera Cano (caroherca@gmail.com)
Universidad EAFIT

The promotion of countries through marketing strategies has become an important awareness of national governments; vital economic interests depend on the effectiveness of these initiatives. It is notable that commercial concerns of promoting products, places, and institutions are nowadays greater. In this sense, the creation of a country brand is an increasing practice within governments; it is undeniable that the use of commercial diplomacy is well established. The evaluation of country brands performance has always been from a commercial approach; it is easily identifiable in how country brands have been evaluated thorough the years. Although, there has been a paradigm change in how country brands are perceived (and evaluated), they are becoming a useful tool to promote a better quality of life within the country, and not only a way to increase tourism, investment, and exports.

The country brands are defined as governmental strategies implemented to capitalize the nation reputation of a given country in the international markets. Many authors recognize the importance of the country brands as a soft power tool used by governmental institutions to increase their influence in the international context, and consequently, to develop higher levels of competitiveness, institutional stability, and legal certainty (Lacouture, 2009). Since decades, this strategy has been used by many countries with the main purpose of economic growth, and international trade promotion (Echeverri, Estay-Niculcar, & Rosker, 2012). Nowadays, these objectives are usually undertaken through three specific dimensions, usually supported by the Ministries of Commerce: tourism attraction, foreign direct investment improvement, and exports promotion (Colombia Marca País, 2013). This results in a deliberate objective of communicating a country positive image abroad. Consequently, country brands work as a marketing strategy that serves fundamentally to the national commercial interests.

In order to determine the real advantages that the creation of a nation brand strategy has had in the international presence of a country, its position in the international markets is examined. The Country Brand Index, developed by Future Brand, the strategic consultant from Interpublic Group, analyzes the performance of the country brands around the world. The Country Brand Index uses quantitative research, opinions from experts, and massive digital surveys in order to create a ranking of the most effective strategies, and to identify which are the main challenges that each country brand has. Country brands have been evaluated only under almost the same indexes of any other commercial brand: levels of knowledge, familiarity, preference, considerations, number of recommendations, and active decisions to actually interact or visit the given country (Future Brand, 2013a).

The current commercial approach that governments have implemented regarding their relations with other countries responds to the necessity of guaranteeing certain levels of investment, tourism, and exports. Competition between country brands reflects competition between countries; in an increasing globalized world, with a constant danger of economic crisis, a strong nation brand strategy could represent the difference between visiting, investing or buying in a given country; despite competition between commercial brands does not have to be a zero-sum game (Frost, 2004). The question here is that despite the importance of commercial interests that every country has, country brands are not longer sources of capital flows.

The awareness over the use of country brands not only as promoters of tourism, invest, and exports, but as a way to improve quality of life, represents a change in the paradigm of how country brands were perceived. This perspective has also been promoted by the evaluation process developed by Future Brand. To this index, in terms of country brands performance, the most important aspect that should be taken into account today is their ability to improve the quality of life of its citizens (Future Brand, 2013b). In this way, figures regarding products’ demand abroad, number of foreign visitors, and money invested are not an end in its self, but a strategy to create better social conditions within the country.

That is why this index also takes into account the impact of country brands in aspects like: values system, quality of life, business culture, heritage and culture, and tourism which are not only fundamental to the commercial interests of the country, but also to the social conditions of nationals. As a matter of fact, the Country Brand Index measures the strength of a country brand base on its capacity to foster open discussion, individual rights, civil liberties, and social values. In this order of ideas, country brands increasingly pursue better social conditions, and not only commercial interests (Future Brand, 2013b).

This internal concern can also be seen in how country image is perceived today. Country reputation is a key concept that determines the strategies that implemented in the nation brand strategy. Although, during the last years, countries have noticed that reputation is not only a foreign. In this sense, the country brands are becoming increasingly important for national governments as a way to promote products, institutions, and even citizens both nationally, and internationally. Today, countries are conscious about the importance of making the country brand not only an international communication strategy, but a national effort towards an internal sense of belonging. These types of strategies improve security (which ultimately promotes also internal tourism), increase internal demand, and create institutional trust, also resulting in better social conditions concern (Echeverri, Estay-Niculcar,  & Rosker, 2012).

The effectiveness of country brands has eminently been a commercial concern; economic conditions make country relations a constant competition over tourism, investment, and exports. In this way, countries have understood that the effectiveness of country brands can be used to increase international capital flows. Nevertheless, during the last years governments have seen this strategy as a way to foster social and economic development within their countries. Through this strategy, and thanks to the new paradigms in country brands evaluations, governmental institutions can now access to the benefits of having a better position of their nation brand strategy in the international market, promoting an internal sense of belonging, and consequently improving development.

References


Colombia Marca País. (2013). Available online: http://www.colombia.co/. Accessed: May 5th, 2014.

Echeverri, L., Estay-Niculcar, C. A., & Rosker, E. (2012). Estrategias y experiencias en la construcción de marca país en América del Sur. Estudios Y Perspectivas En Turismo, 21(2), 288-305.

Frost, R. (2004). Maping a Country’s Future. BrandChannel.com. Available online: http://www.brandchannel.com/features_effect.asp?pf_id=206 . Retrieved: May 28th, 2014.

Future Brand. (2013a). Country Brand Index 2012-13. Available online: http://mouriz.files.wordpress.com/2013/02/cbi-futurebrand-2012-13.pdf. Accessed: May 5th, 2014.

Future Brand. (2013b). Country Brand Index Latinoamérica 2013. Available online: http://www.futurebrand.com/images/uploads/studies/cbi/CBI_Latinoamerica_2013.pdf. Accessed: May 5th, 2014.

Lacouture, M. C. (2009). Colombia es pasión, porque la mejor materia prima que tiene el país es la pasión de los colombianos. Latin Trade (Spanish), 17(2), 59-60.

Tuesday, February 3, 2015

Invitación a lanzamiento: Informe sobre los países menos adelantados 2014

El Instituto Virtual de la UNCTAD y el Observatorio en Comercio, Inversión y Desarrollo de la Universidad EAFIT, invitan al lanzamiento del Informe de la Conferencia de las Naciones Unidas para el Comercio y el Desarrollo (UNCTAD) sobre los países menos desarrollados. Esta video conferencia desde Ginebra (Suiza) será a cargo de Rolf Traeger, Oficial de Asuntos Económicos de la UNCTAD.

  • Fecha: Lunes 23 de Febrero 2015.
  • Hora: 9:30am (GMT+5)
  • Lugar: Universidad EAFIT, Bl. 19, 806. Medellin.

Tuesday, January 27, 2015

UNCTAD's Study Tour 2015: Trade and Investment in a Post 2015 World.

Call for Participants

  • UNCTAD Virtual Institute Study Tour to Geneva (Switzerland).
  • Trade, Investment and Development
  • 16-20 November 2015
The Virtual Institute of the United Nations Conference on Trade and Development (Vi UNCTAD) and the Universidad EAFIT are pleased to announce its seventh Vi UNCTAD Study Tour to Geneva (Switzerland) for Colombian Vi Network member universities.

Training successful and experienced trade policy makers, practitioners and negotiators cannot be done in the classroom alone. To accelerate students’ experience of the trade policy environment and familiarize them with some of the people, questions, data and tools they may potentially be dealing with in the future, the study tour includes lectures and activities at the most important Geneva-based international institutions.

Universidad EAFIT will select up to (7) seven participants for this “Academic Mission” to Geneva.

Undergraduate and Master’s students and egresados who want to be considered as possible candidates are required to send the following documents latest by the 20th April 2015 to:
Maria Alejandra Gonzalez-Perez (mgonza40@eafit.edu.co ):

  • Motivation letter addressing the question: “Why trade and investment are important for development”?
  • Study plan with its grades,
  • Letter(email) of support by the head of the academic program

The pre-selection process might be followed by interviews with the coordinator, of the academic programs of the students (i.e. International Business, Economics, Political Sciences, Law, Business Management, etc.).

Please note that each participant has to cover the respective travel expenses that include: flight ticket, hotel, Schengen visa for Switzerland, travel/health insurance, food and domestic transportation.

The total approximated costs are (excluding travel to Bogota for Visa application): USD $2800

Please remember that the application for the Swiss visa needs to be done personally at the Swiss Embassy in Bogota (reference letters are provided by the United Nations Office in Geneva).

For additional information regarding the agenda and travel logistics, please contact:


Maria Alejandra Gonzalez-Perez
Coordinadora de la red colombiana de instituto virtual de la UNCTAD
mgonza40@eafit.edu.co

Wednesday, November 26, 2014

The “UNCTAD Effect”

The “UNCTAD Effect”: Statement at the closure of the UNCTAD training to the delegations of Colombian universities




By: Juan Fernando Palacio* (juanfernandopalacio@gmail.com
Universidad EAFIT – University of St. Gallen




Hi, everyone. Eveliina, thank you very much for giving me the floor for a couple of minutes. I’m sorry about using some notes to read in this moment, but time is short, my memory is faulty, I’m still kind of bad at improvised public speaking, and I wouldn’t forgive myself of I forget some of the ideas that I want to share with you now, before this amazing week is over.

On Wednesday I talked to Eveliina and proposed her a deal. I asked her to take the floor today for at least five minutes, and told her that I would bribe her with a bright, big box of yummy Swiss chocolates for every additional minute she could give me to talk. As she finally allowed me to speak during TEN minutes, that means she will have, by the end of this talk, full home-stock of chocolates for Christmas and winter season. I definitely had a productive night yesterday so now I’m sure that she will become chocolate-rich today! Thank you again for this, Eveliina. I owe you one. Some among you wouldn’t believe me what I say, but actually I feel way more comfortable listening than speaking. I am a listener by nature. In comparison, I find speaking much less necessary, especially as you grow older and you become more aware of all the important stories that other colleagues have for you to tell. And let me insist in that I wasn’t meant to make any statement in the official program of this training; I wrote this small text between Wednesday and today morning (I finished it at 5:47 AM, Swiss timezone, just a few hours ago; fresh stuff then; the bread is still hot at the bakery, no time for proofreading); and I wrote it because you inspired me to do it. Simply, my sense of responsibility – and also my sense of gratitude – compelled me to say a few words at the closure of this event, a few words about what has happened to us throughout this week. This is the first time of my life that I’m taking the floor in a building of the United Nations, and as it might be the last time too, so I’d better do it well. And after the super hard simulation we just had, as the atmosphere perhaps got a bit tense, we really need to turn that page in the best of ways, so we can make an adequate assessment for our lives of what has happened here.

As we only have but five fingers in every hand, I want to divide my words into five, very brief finger-points. This will make things easier for me to tell, easier for you to retain and, who knows – one can always dream – it may even inspire the UN about the power of simplicity, so you decide perhaps to adjust your narrative about the Sustainable Development Goals (remember the presentation we had on Tuesday), to adjust it before their big meeting in September 2015, if not to reduce the the goals from 17 to a smaller number, at least to group the existing 17 goals into four or five categories or topics, which would be easier to retain and comprehend by every single citizen and policy-maker in the world. A delegation of Colombian students inspiring the discussion about the post-2015 UN development agenda? Well… why not… let’s hope so.

My five finger-points are as simple as this: one ‘congratulations’, and four ‘thanks’.

And let’s start first with my congratulations. Naturally, my congratulations go to you, to all the Colombian students who were part of this event. Bravo! You decided to invest a huge amount of your time in coming here and you made a big budgetary effort to do so. This way you showed commitment in the development of your professional careers and you showed there is no doubt about how much you want to contribute to the sustainable development and prosperity of our country. And what is more, you have engaged with this training in a good, constructive attitude. Proof of this is the respect you have showed to one another, to our speakers and to all the UNCTAD staff. Proof is also the quantity and quality of your questions and comments in every session of this event, and the rich reflexions you produced in the simulation activity you made today. Again, bravo!

Naturally, then, my first ‘thanks’ also goes to you guys. You give me a lot of inspiration and you make me believe in a brighter future for our country. It’s nice to join a visit to the Geneva organizations of such a bunch of brilliant fellow nationals. Our constant conversations and your constant positive attitude renew my motivation to keep working harder and harder for the future of our society. Thus I’m very grateful with you.

Not less important than this, my second and third ‘thanks’ go to two persons that have been crucial for this event to be such a success. All of you know of who I’m talking about. The work of coordination made by Maria Alejandra, from the Colombian team, and by Eveliina, from the UNCTAD team, has been outstanding and we all have benefited from it. I don’t know how many of you have organized conferences and this kind of events. I’ve done it a few of times and I can tell it is a terribly difficult thing to do. It takes so much time; it involves a lot of initiative; and it is a kind of ‘invisible’ work that is never rewarded enough. Hey ladies, what a great job you have done for us. You both deserve our highest appreciation. We must thank you a thousand times. I beg to all of you guys to join me with a big, big applause for them!

[Applause]

Maria Alejandra, I particularly acknowledge that you have helped the group to achieve a good level of self-organization, and your efforts to make us follow the protocols we needed for the event to be successful. Some of you might think Maria Alejandra is a bit strict with us; she indeed has a ‘though-mom’ mode and is always ready to argue with us when we’re not following the rules. I know sometimes this is not easy to digest, but what is good to see is that there is no rule she proposes without cleverness and rationality behind it. That’s why you Aleja deserve all our shoulder-to-shoulder support on this issue. Look at the simple rule of sitting in the same place during the whole conference: that helps all of us to remember our faces and associate them with the comments and questions we make during the presentations, while we get to know each other better. Or look at the rule of being punctual in the mornings. That has guaranteed we’ve been able talk and to do some networking with one another while we wait for the presentations to start. That’s why I thank you so much for the work you were doing with us; and I was very glad to see that the more things were working well, like on Wednesday at the WTO, the more relaxed you were behaving, showing us more and more the super-great ‘nice-mom’ mode of yours. You care for us and that’s so good to see. Personally speaking, I also thank you Aleja because it was YOU who had the initiative to invite me to join this training once again. It’s true that now I’ll have one more week of delay in submitting my doctoral thesis next year, but this is a good price to pay as you saved me during these days from the monotony of reading minutes of the WTO meetings, allowing me to have so much fun with all of you here. That is totally fair trade! Thank you.

Now let me turn to Eveliina. Not only she helped us organize the awesome agenda we had throughout the week but she has also given us daily support, professionalism, always a smile and the best of attitudes. But please let me be emphatic in this: When you guys take the plane back to Colombia, during your flight I beg you to think a lot on Eveliina, and to try to remember not only all what she made for us during this week. Please, try to remember also ALL THE THINGS SHE NEVER DID. What I mean is: think about her discretion and professionalism in the conduction of her work; think about the room and time she always gave to the speakers, never competing against them for protagonism; and think about the interest and attention that her face and gestures were reflecting not only when she was taking notes during the presentations, but also in every single moment of the week. All of you already know that I’m writing a PhD thesis about multilateral diplomacy in Geneva, and some know that part of my thesis consisted in making a big ethnography, conducting dozens of interviews to diplomats and officials of the UN and the WTO. The fieldwork I made allows me to say that there is a sort of “Geneva ethos” of excellence and professionalism in this city. AND my fieldwork allows me to say that there is no better incarnation of this ‘Geneva ethos’ than OUR Eveliina. In fact, at the end of the day – and, please, at the end of your flight back to Bogota – I’m totally sure that we will learn from Evelina AS MUCH as what we have learned from each one of our speakers of this week. Eveliina, from my hearth, thank you very much for all the support you gave us this week. You are more than a model to follow.

Finally, as last point of my words – and I beg for your patience here, because I really need to make this last point a little bit longer –, on behalf of the Colombian delegation, I want to say ‘thanks’ to UNCTAD as institution for the wonderful GIFT you have given us by bringing this week-long training to our country, instead of choosing someone else. And I know well that many countries in the world are imploring you to enjoy this privilege as well, and I know that you work with very limited resources.

First, I thank you UNCTAD because of what is obvious. I think that in the world there is no better concentrated, espresso-like introduction to the universe of International Geneva (la Genève Internationale) than the amazing training you have given us this week. Wow! It has been just as exciting as it has been unbelievable. What a privilege we had! I strongly believe that it is almost impossible – almost – to come to this training and not to grow up both as a professional AND as a person. You’re helping us to compare ourselves at higher standards and therefore to reframe our goals so to improve our individual competences. You’re smart, UNCTAD: you know well that by training us to become better professionals, at the same time you’re helping Colombia as a whole to achieve economic development. I imagine you’ve noticed that some of us in the delegation are ‘old-school’ now: Estella had come to the training before; and Catalina, Nico, Andrés and I – and maybe someone else – were here last year. Let us think the four of us on this: how much have we grown up, as professionals and as persons during the past twelve months! Our change has been big and has been for the better. And if UNCTAD hasn’t been the only ‘influencer’ of that change of ours, it’s 100% sure that YOU have been an important part of it. Vous avez été des complices. So I would dare to say that there is an “UNCTAD effect” in people. And I believe that in this year’s training the UNCTAD effect has hit us stronger. Don’t you think, Nico? Don’t you think, Andrés, Cata?

Let me enumerate what you’ve done for us, UNCTAD: you made us visit the key IOs in the city, AND you brought us outstanding speakers from your house AND, particularly, you brought us here three of our diplomats who represent us in this city. We saw how great they are. We all can tell that they are not only among the finest leaders of our country, but – and I can tell this with certainty – they are among the finest diplomats in the world (Andrés number two, what a privilege you have in working as intern here with them!). Often at home we ignore the competence of our envoys here, so for us Colombians attending their speeches is a great thing to see. It’s the best illustration of all the human potential we have as a society. We know at home that Colombia, our country, is famous for being ‘the country of passion’; and it is true. We are full of passion. Passion is never missing in our equation and that is a good thing to have. But that is not enough. The true is that when we give the best of our potential IS WHEN we let that the ‘Colombian professionalism’ finds its way to join the Colombian passion! We have ‘passion’ ‘made in Colombia’. But more and more we need to produce professionalism ‘Colombia made’ as well, to join and to add to our wonderful passion. Moreover, our ambassadors not only showed us what we are capable of when we study hard and when we work hard, but they have also taught us VERY WELL what we can call ‘the spirit of multilateralism’. Let me quote the words of Ambassador Quintana on Monday. When he was explaining the engagement of Colombian foreign policy in the multilateral system, he said: be present; participate; add value with your statements in such a way that when the group is discussing about certain issue, people want to turn their backs to look at you because they want to take your opinion into account. Nothing else, but nothing more. I don’t know a better and more beautiful explanation about the spirit of multilateralism that that one by ambassador Quintana. It’s not about dictating to others what you know; it’s not about forcing others to do the things your way, it’s not about struggling for power. It’s as simple as being present, and making your participation constructive so that the rest is willing to take them into account. No less, no more. We all should learn from this spirit and we should apply it more and more back in our country. We need more of this spirit in our universities, in our government, in our companies, and even in our homes.

One of you guys asked me yesterday after the ambassador’s talk, “hey, tell me, how do you achieve that people don’t forget you, Juan?” Oh God, that is a tricky topic! My first reaction is “Oh boy, you are entering into dark waters. You’d better stop there!” What can I say? Questions that flatter our egos are very dangerous to answer, because we all have an ego, and I believe we need to contain this ego as if it were a rabid dog! What is more: this guy here in front of you is not any rockstar. To be sure: lots of people forget me, and lots of people dislike me and I’m totally unable to do anything about it. But let me tell you this: if there’s really something special in what I did during this training when interacting with you guys – warning, I’m still not sure about that and I don’t really wanna believe it – that especial “something” is nothing different that my deliberate will to apply the spirit of multilateralism that I’m learning in Geneva thanks to my doctoral thesis into my life. So let me insist, this spirit is very simple: one, try to add value to the teams you make part of, two, don’t talk much, rather be concrete and try to never monopolize conversations, three, don’t force people to think or act your way, and four, respect EVERYONE because every single person has feelings and has an ego to take care of, just like you and me. Do nothing less; do nothing more. I know this doesn’t work all the time, and no matter how smart we are, we are never as intuitive as we need to be in every context. But this ‘multilateral spirit’ does help a lot. As long as we are ready to really pay some attention to Geneva and to its peoples, that is the simple lesson that this city is ready to teach us all. And, yes, let me be optimistic: I believe this UNCTAD training is helping all of us to MOVE more and more toward that direction. I definitely hope so!

Okay, I was saying that, in this week, UNCTAD has done all that for us, but I just talked about quite obvious things. HOWEVER, I MUST tell that you UNCTAD have done MORE and I’m not sure if you are totally aware of these additional, positive externalities that you produce when bringing us here and which are less evident, so I NEED to mention them. To say it in a single expression, by offering us this training, you UNCTAD are helping us to close geographical and social gaps in us participants, and therefore you’re helping us in strengthening the social tissue of our country, and this – I’m sure – will have important effects in our societies when we get back home. Let me explain

Colombia is a country that suffers from two huge fractures. We should not hide them; we must make them visible. We need to identify them well because otherwise we will never overcome them.

The fracture number one is our geographical fracture
. Colombia is a big country even if we tend to forget it. I come from Antioquia, which is just a chunk of the national territory; and I don’t know if you recall that Antioquia alone is bigger than Switzerland. Moreover, Colombia is full of mountain ranges that divide our territory and we lack the transport infrastructure that could help us connect our regions better, the way a mountainous country such as Switzerland does it. Thus we Colombians don’t know each other well and often have more emotional ties with the region and city where we live than with the country as a whole. To prove it let me give you this example: we Paisas maybe can feel that San Andrés or Amazonas belong to us because they are Colombian territory. But, do we also feel that we BELONG to San Andrés or to Amazonas? No, we Paisas tend to believe that we belong to Antioquia only. Again: you Bogotanos might feel that Chocó or Nariño belongs to you as it is part of the country. But what about the other way around? Do you also BELONG to those territories? Do you feel that you also belong, let’s say, to Quibdó? Do you also wanna ‘spend’ energies and and time – and love – in your life for the sake of the peoples of those territories? About two years ago I was having lunch with Paula Moreno. I’m sure you remember who she is; she is a former minister of culture and she was the first Afro-Colombian woman to become member of the government cabinet in all our history, and, surprise, I’m not mentioning her randomly, it turns out she lived in the city of Geneva for a while, so she benefitted from Geneva a little bit the same way we are doing it! Paula Moreno’s appointment as minister was of course part of the ‘Obama effect’ in our country, this renewed and so much needed ‘black empowerment’ (and there are still skeptics who believe that no positive things come to Colombia from the U.S.!). Anyway, having lunch with Paula in Bogotá near la Plaza de Toros, she was laughing at me when I was telling her that me being a Paisa it was difficult to feel myself a Colombian… but it is true! It takes us a while, often years, to REALLY broaden our sense of belonging. It takes us traveling, meeting people, abandoning unfair and absurd prejudices… and it takes us coming to UNCTAD! Indeed, here we have people from Cali, Medellín and Bogota. By joining this training together and meshing the way we are doing it, we are overcoming our traditionally excessive regionalisms, we are building bridges and making a new, more integrated Colombia. Thank you UNCTAD for that.

The fracture number two is – and I promise I’m about to end – the fracture number two is our social fracture. Being Colombia one of the top countries in the world in terms of economic inequality, it is no surprise that it suffers from huge, heavy, painful social discrimination. Our social atmosphere can be so heavy at times that we often forget that life IS LESS about status and competition and more about cooperation. And historical roots of discrimination are so old and practices are so embedded in our society that, to some extent, we can say that no one is guilty of this discrimination, nor even the ones that discriminate you. Discrimination is just so embedded that you barely notice it in your everyday interactions. It’s like fish. Fish only live under the water, so they might never know that water exists. They just don’t see it because they don’t have any other point of reference. That’s why going abroad for a while is so useful for us Colombians in order to gain perspective and to see the country how it really is. Andrés can tell from his experience in Berlin; Andrés number two from his experience in Geneva; Sara can tell from hers in Lausanne; Eddy from hers in Singapore; and so on and so forth. Why am I saying this? Discrimination is terrible for everyone that suffers from it, and, moreover, discrimination is tremendously expensive for our societies. It costs us money because it prevent us from being more effective when working in teams. And as discrimination happens in every sphere of the Colombian society, it also happens within universities. It happens between students and between professors. And discrimination also happens between universities (you know it guys; I’m not lying here; we all know it). So one additional good thing about this UNCTAD training is that even if the universities present in this delegation are all private (sadly there is no representation of public ones) they are very diverse indeed. Here we have delegations from the capital as well as from the province. We have delegations from historically well-established universities, and we also have from younger ones that are doing things well and that are working hard to build a good reputation. We have delegations from universities with big as well as with modest budgets. So, UNCTAD, you bring us here, you help us know each other better, and you help discover that there are lots of talented people, NO MATTER the social background where we come from. Sara Arroyo, please allow me to use your case, because you are an excellent example of what I’m talking about here, (and Maria Alejandra, because of the small conversation we had on Tuesday, I know you are following me 100% in this comment). Some of us here have African descent, which is natural in a country in which about one out of every five people is black. But you, Sara, perhaps you are the most Afro-Colombian member of our delegation. It’s so great to see how much Colombia is advancing in terms of social inclusion. Not only have you been an equal here, but we all have enjoyed and learned from your brilliance and from the quality of the comments and questions you have asked. When I see YOU being the way you are, and when I see the spontaneous acceptance that everybody has showed for you, I say to myself, “hey, that is the Colombia where I want to live in.” And let me tell you this: do you remember the presentation by Ambassador Gabriel Duque Mildenberg yesterday? I took ten pages of notes from his presentation the way I always do it but, funny enough, what touched me the most was at the same time the simplest part of his presentation, when he was explaining the golden rule of the WTO. Funny, because you and I have studied trade for years, and well, I’m writing a thesis about the WTO so I should know it well, right? But what was striking to me was the simplicity of Ambassador Duque’s formulation of the golden rule: “Tú no me discriminas, yo no te discrimino”; “you don’t discriminate me, I don’t discriminate you.” Wow. What a simple and yet perfect formulation! Don’t you think guys that we Colombians should ‘steal’ this beautiful golden rule out of the WTO, and use it as the slogan of the new, more inclusive society that we’re struggling to forge in our country? Oh, yes, I think we must steal that rule today!

Do you see it, dear UNCTAD staff? You’re brining us here, you’re proposing us to work and interact with one another and therefore you’re pushing us to create social bonds. I know it’s subtle, almost invisible, but this kind of actions is exactly what our country needs, and a great present you give us and we take with us back home. So you UNCTAD are helping us Colombians in more ways than what you are imagining! For this group of us, UNCTAD won’t be simply a fancy acronym or simply a prestigious organization anymore. UNCTAD has also become a meaningful life experience for us, an experience whose flavor and lessons will last for years in our memories. These memories will keep bringing us inspiration for our careers in the time to come. Thank you, UNCTAD. We are grateful with you. We love you so much. ;)

Now, guys, the rest is up to us. As a final thing to say, let me recall you guys that we are in a cinema now. As Kalman and the other speakers we had on Monday morning were telling us, we have been lucky enough to be hosted in the cinema of Palais des Nations for our UNCTAD training. In order that words match circumstances, let me quote… a movie. Do you remember V for Vendetta, that wonderful movie made by Andy and Lana Wachowski in 2005? “Remember, remember, the 5th of November.” I’m sure most of you have enjoyed that movie as much as me. Well, in a crucial scene of that film, the masked hero “V” tells to the so-far fragile (but subsequently brave) heroine Evey Hammond: “Evey, seize this moment”. Hey, that is exactly the same thing we should do at this closure of the UNCTAD training. This has been a week of important revelations to us, about who we are, about where we come from, about what we are capable of, and about HOW we want to be (I’m thinking here about the professionalism of the UNCTAD staff and of the three Colombian diplomats we had the pleasure to hear, plus the brilliance of all our speakers). So, guys, let’s seize this moment of important revelations, and let’s take the best of it for our careers and for our lives.

Remember, remember… 21st of November…” Remember today.


Juan Fernando Palacio

Geneva, November 21st, 2014.