This document discusses innovation in Brazil from multiple perspectives. It begins by exploring definitions of innovation and culture, emphasizing the importance of understanding users and society. It then examines models of innovation culture in Europe and worldwide. Specific examples of innovative projects in Brazil are provided, along with perspectives on Brazil's growth potential and challenges. Key regions in Brazil like Sao Paulo and Campinas are highlighted for their economic and technological leadership through investments in research and development.

1. BRASIL:
is there a future for innovation?

2. What is innovation?

3. Culture innovation

4. Innovation can not be imposed: it is a
state of mind!

5. General Culture
Crossing knowledge
Innovation is born to interface !

6. Einstein on the importance of humanities
• "It is not enough to teach a man a specialty.
Through it he may become a kind of useful
machine, but not a harmoniously developed
personality. It is essential that the student
acquire an understanding of and a lively
feeling for values. He must acquire a vivid
sense of the beautiful and of the morally
good.....He must learn to understand the motives
of human beings, their illusions and their
sufferings, in order to acquire a proper
relationship to individual fellow men and to the
community.

7. • These precious things are conveyed to the
younger generation through personal contact
with those who teach, not--or at least not in the
main--through text books. It is this that primarily
constitutes and preserves culture. This is what I
have in mind when I recommend the
"humanities" as important, not just dry
specialized knowledge in the fields of history
and philosophy. Overemphasis on the
competitive system and premature specialization
on the ground of immediate usefulness kill the
spirit on which all cultural life depends,
specialized knowledge included.

8. Imagination is more important than knowlege

9. What is culture?
• Culture is an awareness by the individual
of his personality to be thinking but also its
relations with other men and with nature

10. • Culture is taught and learned and share
• Culture is crucial because it allows those
who share a similar culture to
communicate with each other without the
need to discuss the meaning of things

11. Pierre Gille DE GENNES
on innovation?
• Is one born innovator?
“Innovation is an attitude that is cultivated as a sense
of observation, or the meaning of a certain manual
dexterity.”
• What should we teach people to be innovative?
“A tendency to skepticism can be useful. Students
should make a habit of not considering what they
have been taught as a Dogne. They should not be
imprisoned”

14. Numbers and letters

15. The relation on
science and
technologie ..

16. • Innovation is
linked to the
progress of
science and
technology
• It is a source of
value creation by
combining these
complex systems
• It makes
available the
progress

17. Correlation between wave of
innovation and economic growth

18. New wave of technology push
12 milhões
de pesquisadores
no mundo,
18 000 artigos
científicos
publicados por dia,
< 2 000 000 patentes
concedidas por ano.
revistas científicas
Despesas de P&D superiores
110 000
X 2 em dez anos
a 1500 bilhões de $ por ano no mundo

19. Evolution of internet sectors

20. Evolution of internet sectors

22. Relation to
realization
conception ..
- Craft
- Professional expertise

23. The “chef d’oeuvre”:
the craft pushed at an art

24. Innovation is an initiative,
construction to changing codes of a trade,
sometimes redefine these codes
•
• restore
• repair
• reproduce
• renovate
• rehabilitate
• remake
• invent
• innovate
• initiative
• Introduce novelty
Progress of knowledge
Evolution of society
Contribute to the evolution of the world
Creation initiative

25. Relation to human,
to the city,
to the nature ..

27. The RENAISSANCE :
“The man is the
measure of all
things”

30. Creative synthesis in
the BELLE EPOQUE

31. Technology allows many
It imposes nothing

32. 4 I major areas of creative synthesis
Improvement of the human condition
Improvement in the relationship between men
Improvement of life in the city
Improvement of the relationship to nature

36. Relation between
art and technology
.. for creation?

37. • Fundamental
role of artists
and creators in
innovation
• Relation to
technical
progress
• Provision for
the individual
the best state
of knowledge Introduction into reality
Creative synthesis

38. The challenge of conception
and design in innovation
• Between the world of knowledge and
technology, there are rich multiple
potential and that of the vast expectations
of society ..
• The design phase is a magical moment
when the vision and the project “will
materialize in a proposal, the result of
the sensitivity of imagination and
inspiration of the creator” ..

39. beauty is essential for
innovation to be
accepted by society
Technology changes,
the beauty remains

41. To innovate is to propose
The contact point between two worlds
The time of the design
The focus on the individual

42. Relationship between technological potential
and the individual in the innovation process
A vida As tecnologias
Psycho-logic
Anthropo-logic
Socio-logic
Techno-logic
Reencatamento
do mundo Max Weber
Economy as value creation

43. Challenge of designing
• The challenge of the combination of
knowledge, skills, ..
• Realize the creative synthesis

44. Manage complexity
• The innovative product design involves the
meshing of skills and talents in many
creative projects teams
• The purpose of this synthesis on the best
state of the art is always increased
satisfaction among potential users

45. Importance of design
• The design is ..
“a creative synthesis
“arts and crafts in the service of society
“always from líndividu to return to the individual
“a proposal for the future
“a sensitivity, a part of oneself
“contribute to the re-enchantment of the world

48. • "DISEGNO" Design-design refers to the
design and form to the imagined project.
This is a proposal.
• "CONCETTO" concept refers to the idea,
it's an intention.

49. • Technologies are like musical notes,
letters of the alphabet, numbers, colors,
spices ..
• Their creative combinations are endless ..

51. The impact of constant technology push
Example printers: new technology
generations in decades

52. A inovação é « tecnologicamente neutra »,
ela parte do indivíduo para retornar ao indivíduo

53. Atenção!
As tecnologias são
meios, não
objetivos.
Ninguém se
apaixona por um
Protocolo de Acsso
Wireless

54. The needs, wishes, expectations dreams,
desires of individuals do not define
themselves in terms of technology ..

55. For high value-added
innovations for users, do not
mix technology and society ..
As technologias A vida
Utilizaçao
Aplicação
Uso
Practice does not stem from technology, they are
specific to a community !

56. uso

57. utilização
tecnológica

58. Não é um mercado, ou até mesmo
um "uso" de banda larga !?
É uma necessidade de sair da
solidão emocional

59. é a comunidade
relevante que define as
características do
produto, e não a
tecnologia !

60. ignorância da sociedade está
causando a síndrome do "sucesso
tecnológico - fracasso comercial“ !

62. Elementos comuns às culturas da inovação 1/2
A inovação tratada como valor central innovation spirit
ou um dos valores centrais.
(concebemos o futuro), atores do progresso
O usuário, o indivíduo, o cliente como objetivo único
da inovação (human centric)
Excelência(s), atividade(s) profissional(ais), expertise(s),
talento(s) (skills)
Abertura para o mundo, para a novidade, para as novas
ideias, para as novas tecnologias
Diversidade, rede de conhecimentos, de talentos,
de origens

63. Elementos comuns às culturas da inovação 2/2
Iniciativas, propostas, empreendedorismo de todos
(tempo alocado, promoções)
Trabalho em equipe, equipes de projeto
Experimentação constante try, fall, try again, succeed
Direito de fracassar e assimilação do fracasso como
elemento chave da inovação
Líderes da inovação, pilotos, arquitetos de projetos,
campeões da inovação…
+ Elementos e valores específicos da cultura empresarial
Por ex. saúde para todos, luxo, high-tech ou tecnologias específicas, defesa, alimentação
saudável, mutualismo, energia para todos, igualdade de oportunidades, educação,
laço social…

64. Inovação?
É na relação do serviço com o
indivíduo que se cria o valor
« Forte valor agregado para o
usuário » = o que tem
realmente valor para o usuário
• Creative synthesis from the integration of
services in the real life, the way people live,
the idea they have of it, and it offers a
vision, progress, sensitivity, from the best
state of knowledge

65. autonomy
transparency
security
instantaneity
information
opportunity
self-image
good management
effectiveness
steering
serenity
vision
value (s)
anticipation
Capture rising values

67. Melhor
conhecimento
daqueles a
quem se dirige

68. O que é inovação?
• Understand the dreams, desires, hopes, ideals,
values and expectations of society, the needs of
society ...
• Respect their sensitivity, their identity, their
culture, from creation ...
• Understand their practices, their knowledge,
their experiences ...
To go further ... for what was done to them so far

71. places of innovation =
meeting places, lifestyle, identification,
sharing, exchange, souvenir ..
It is the "school of life"

72. Place for innovation?
inovação é a
introdução do
progresso na
vida real

73. Inovar é melhorar a condição humana !
“o progresso não tem sentido se for
compartilhada por todos” Aristóteles

74. A Brazilian model of
innovation?

75. • Biodiversity
culture of
innovation
– multiple
components
of innovation
– cultural
varieties

76. Models of culture of innovation
in EUROPE

77. Models of culture of innovation
at the world level
?
49th in 2011, 58th in 2012, 64th in 2013, ...

78. Global prespectives
emergence of a new global leader with considerable
assets
rapid growth for 10 years, a relative pose, future
prospects
the relationship with China and the BRICS take off in
education, science and technology
the land of the internet
Brazilian culture and innovation
diversity of backgrounds and cultures
all openings and unit value, the Brazilian optimism
colors, music, design
Democratic cropping
Brazilian business and innovation
The emergence of highly innovative international
Brazilian companies
A very educational and industrial innovation culture
Examples of innovative projects in brazil

79. Global perspectives
in BRASIL

80. • Its geographical size and
resources, Brazil is an emerging
strategic and economic problems of
the economy do not suggest
systemic risk. In 2011 he moved up
to sixth in the world in terms of GDP
(7th place in 2012). It is an
agricultural giant, which has
reserves of agricultural land, which
in a global environment of
increasing population pressure is a
major asset. His basement is full of
minerals, rare metals and oil.
Finally, it is a market of 200 million
people who access consumer,
thanks to the policies of
redistribution of income.

82. Recursos
naturais
enormes

83. O eixo de desenvolvimento sustentável
Um coração para a futura estratégia de
inovação no BRASIL

85. dos países mais urbanizados
do mundo (85%)

87. This, 200 kilometers from the south-east,
the Petrobras group found
similar deposits in late 2005 to what
was extracted from the North Sea
(60 billion barrels).
The company exports 300,000
barrels / day.
The operational costs of around a
million dollars a day for each drilling
in deepwater, blew the group's debt
to more than $ 80 billion.

88. Defense sector:
a strategic issue of importance

89. O Brasil estragou tudo ?
… Brazil slows but strong fundamentals

90. Brazil's growth began to
decline after 2010
After the euphoria of 2010 (+7.5% growth), 2011 was
subdued (+2.7% growth), and 2012, which was to be the
year of the recovery, grew only +1 % with high inflation
(+5.84%).
Consumption, strength of the Brazilian economy has
gradually out of breath as a result of family debt because
of high interest rates (24% per year).
Industrial activity declined (-2.7%) as the investment (-
3.9%). The gap between demand and domestic supply
has widened, consumption is based on imports (since
2005 trade has grown by +76% and the processing
industry of only +8%).
The structural weaknesses of the Brazilian economy are
known (lack of infrastructure, bureaucracy, fiscal maquis,
education) and they hamper growth in the short term.

92. In the longer term, Brazil is still an
unavoidable emerging country
1. In 2011 he moved up to sixth in the world in terms of GDP (7th place in
2012). It is the second largest exporter of iron ore and its basement full
of bauxite, gold, manganese, nickel, phosphates, platinum, tin, uranium,
rare earth etc.
2. It is also an agricultural giant: 1 producer of coffee, orange juice, sugar
and soybeans, the second of beef and poultry. Finally, it is a market of
200 million people who access consumer, thanks to the policies of
income redistribution conducted for 10 years who made 40 million
Brazilians out of poverty.
3. But it is sorely lacking in infrastructure (11% of the roads are paved),
know-how and innovation (568 patents per year, 10,000 in France).
4. Brazil is a country still somewhat open (9.6% against 22% for France, it
represents 1.3% of world trade) and the European Union, its biggest
trading partner (the first client and the first supplier) in favor to support
Brazil's growth, at a time when trade negotiations looming position.

93. A importância
na economia e
brasileira das
Regiões Sul e
Sudeste br.
Relatório da “Brookings
Institution” (Washington, DC)
Uma proporção impressionante
vem de uma pesquisa do banco
de dados público LinkedIn para o
setor da indústria de "software” ,
cujos resultados são mostrados
na tabela ao lado
Metropolitan Area State
LinkedIn
Software %
São Paulo SP 10,480 31.8%
Rio de Janeiro RJ 2,720 8.2%
Porto Alegre RS 1,950 5.9%
Belo Horizonte MG 1,640 5.0%
Campinas SP 1,500 4.5%
Curitiba PR 1,010 3.1%
Recife PE 780 2.4%
Brasília DF 700 2.1%
Fortaleza CE 450 1.4%
Salvador BA 380 1.2%
Manaus AM 210 0.6%
Vitória ES 10 0.0%
Baixada Santista SP - 0.0%
Brazil 33,000
Top 13 metros share of nation 66%
Dimensão das Plataformas de
Exportação localizadas nas
Regiões Metropolitanas – Sul e
Sudeste Br

94. The dynamic of SAO PAULO state

96. Investments in infrastructure program
Campinas, hub ddee aallttaa tteeccnnoollooggiiaa
• Investimentos em P&D duas vezes maior que a media nacional
• 12 centros de P&D internacionalmente reconhecidos
• 02 Universidades: UNICAMP : 33.000 alunos PUCAMP: 22.000 alunos
• Mais de 600 empresas com vocação em alta tecnologia
Fonte de luz
Síncrotron brasileira
que, em 2016,
substituirá a fonte
atual.
Prédio com 43 mil m²
Acelerador de
elétrons e até 45
linhas de luz
Investimento de US$
500 milhões
Biotecnologia Nanotecnologia TIC Agroalimenta
r
Energia
Química Fina Petroquímica Farmacêutico Equip. Saúde Materiais

97. Programas de desenvolvimento que
se tornaram referências internacionais

99. Erradicação da extrema pobreza :
a prodigiosa década

100. On development

101. To improve !

102. Relação
privilegiada
com BRICS e
China

103. A trade balance in equilibrium

104. China and Brazil agreed to
establish a swap line of about
$30 billion in their respective
currencies as they work to
reinforce the clout of the world’s
largest emerging markets on a
global stage.

105. It’s all about China
World trading map for bulk carriers
december 2013

106. Made in brasil!

107. The CBERS Program was
born from a partnership
between Brazil and China
in the space technical
scientific segment.
Consequently, Brazil
joined a select group of
countries with remote
sensing technology.

108. An important
partership with
AFRICA in
agricultural sector

109. Orçamento
da educação
cresceu
205,7% em
uma década
Investments in the National
Education Plan

110. Development of universities

111. Global Researcher Views of Leading Countries in R&D
by Technology/Research Area
Agriculture
& Food
Production
Auto &
Other
Motor
Vehicle
Civil
Aerospace,
Rail, &
Other
Transport
Military,
Defense &
Security
Composite
Nanotech,
& Other
Advanced
Materials
Energy
Generation
& Efficiency
Environ-mental
&
Sustainabi.
Healthcare
Medical,
Life
Science &
Biotech
Infor-mation
&
Communic
ations (ICT)
Instrument
& Other
Non-ICT
Electronics
U.S. Japan U.S. U.S. U.S. U.S. Germany U.S. U.S. U.S.
China Germany China China Japan Germany U.S. U.K. Japan Japan
Germany U.S. France Russia Germany China Japan Germany China Germany
Brazil China Germany U.K. China Japan U.K. Japan India China
Japan
South
Korea
Japan France U.K. U.K. China China Germany U.K.
Brazil in the first 5 leading countries in the next 10 years
Source: Battelle Survey / IESCI

112. Patents filed in Brazil: an issue?

113. Brasilian culture
and innovation

114. BRASIL: immigration countries and haven

115. BRASIL:
Understand the
future of a
country
1889, progress
as a moto
1941, Land of
opportunity
2011, progress
in action
2030, Choose
our future

116. Extreme variety
of population

118. The langage to
watch in 2014 ...

119. COUNTRY ANY COLOUR
• BRASIL: a country in all colors
– incredibly colorful
– architecture, objects and incredibly clothing appeal colorful
to all the
colors of the rainbow
architecture, objects and
clothing appeal to all the colors
of the rainbow

121. • A country all in musique
NATURA, music is an
expression of bemstardem
(welfare for all)
Music awakens and
enriches our senses. It
affects us deeply and
makes us feel life. She
has a knack for bringing
people and integrate
individuals.

122. Brasilian optimism

123. A connexion
to innovation and to the world

130. The importance of ICT security
BRASIL « has one of the most vunerable and unprotected
internet infrastructures in the world », according to IPEA.

131. The democratic
cropping: The brasilian
innovation in 2013

133. Social innovation in
action: for democracy
Increase of 7% of prices in bus
and in the metro
0.20 reals = 7 cents of euros

135. The expression of diversity

137. A design in full
effervescence based
Brazilian values

138. The value of the Brasilian design

140. Brasilian design industry

141. Certainly two most well-known
brasilian products in world

142. Brasilian business
and innovation

143. Surgimento
de um
modelo
brasileiro
de
inovação

144. Example:
leadership in
transport
sectors

145. The new brand made in BRASIL!
Seleção Brasileira de Alimentos 'Innovation
Breakfast': ENIVRANCE

146. Business culture of
innovation in BRASIL (1)

147. Business culture of
innovation in BRASIL (2)

148. Business culture of
innovation in BRASIL (3)

149. Brasil:
is there a future for
innovation ?

150. ?

152. Say YES to INOVAÇÃO
Say YES to BRASIL
Obrigado !
Florent.Pratlong@univ-paris1.fr