By far the largest foreign investors in Pernambuco were European companies, not American ones. Between 2004 and 2011, Kraft, Alcoa, Pepsi and four other American companies invested roughly $244 million in the state, according to Brazilian officials. During the same period, Fiat, Nestlé, Novartis and two dozen other European companies invested over $4 billion.

Doing business in Brazil is extremely frustrating, costly and time-consuming, according to Brazilian and American officials. Success requires patient, long-term investment. While European companies focused on the long term have flocked to the northeast, American managers focused on short-term profits and their companies’ daily stock price have focused on the saturated markets São Paolo and Rio de Janeiro. That is a lost opportunity for the United States.

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Source: The Atlantic

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