Portugal
Today - More Than You Imagine...
Professor Bernardo Ivo Cruz gave a
presentation on the work of AICEP Portugal Global at an iCES
lecture on 14 May 2009 on the theme of 'Re-Branding Portugal' as
part of the Regent's Portuguese Week Festival.
Professor Scriven, Director of the Institute of Contemporary
European Studies (iCES) introduced Professor Ivo, the Director
of the Portuguese Trade and Investment Office in the
UK.
Professor Ivo Cruz's talk examined the 're-branding' of
Portugal for a new global future. In his lecture, Professor
Ivo Cruz introduced the vision of AICEP Portugal
Global in developing the international expansion of Portuguese
companies in the global market.
He highlighted the importance of showcasing Portuguese
innovations in varied fields of technology, in particular in the
areas of renewable energies, communication software,
biotechnologies, construction and design.
Innovating Portugal
In this presentation, Professor Ivo Cruz looked at the existing,
classic 'brand' of portugal: its world renowned quality foods and
wines, landscapes and cultural figures. This 'brand', however,
does not do justice to Portugal's innovative work on technology and
design.
Pioneering renewable energies: ocean, sun and wind sustainable
energies
In re-branding Portugal, Professor Ivo Cruz gave an overview of
the pioneering work of Portuguese companies dealing with renewable
energy. 43% of Portugal's Electricity comes from Renewable Energy
Sources. Moura is home to the largest photovoltaic power station by
Acciona, and the largerst solar panel plant with the second largest
solar energy plant to be built soon. Additionally,
Portugal has deployed the largest offshore ocean wave
farm, harnessing the power of the ocean's
renewable energy power.
Critical software
One of the reasons for the re-branding of Portugal is to
highlight excellent and often unknown Portuguese
expertise on the area of software.
Portugal is leading space and software technlogies with
companies like 'critical softare' that provides solutions for space
missions and business critical information systems.
These companies providesupport to NASA, European Aerospace
and Telecomunication companies, Portugal Telecoms, Ydreams and
Mobicomp.
Health care: Life Technologies
On the health care front, Portugal is currently leading the area
of life technologies, with brands like Biotechnol, Alfama, Bial,
Ciplan, Biocant, Crioestaminal among others with an emphasis on
technology transfer, life science and biotechnology.
They are at the front of world-leading progress on
gene therapy, autoimmunity diagnostics and DNA sequencing.
In Professor Ivo Cruz's words: 'Portugal is the world leading in
biometric solutions'
Spearheading the construction materials of the future
Further projects to enhance the re-branding of Portugal in a
global market are in the development of construction materials and
engineering. These areas are one of the main engines of the
Portuguese economy with Portugal being one of the major European
exporters of construction materials.
Experts in Precision of design and engineering
Less known but equally significant, Portugal has leading experts
in precision with brands like CEI, Feola, Motofil, Azvededos,
Formoceramic, Simoldes, Planimoldes to name a few in the field of
world design and working with companies such as Attitude, Chip
Idea.
As Professor Ivo Cruz noted, some Portuguese designs are
widely used in the world, the most significant, and little known by
its users, is the design of the ubicutious wing shape
ergonomic game controlers.
In the area of fabrics, Portugal has produced a new
genertation of fabrics, with Arcotextis, JMA, and desired brands,
like Fepsa, Vicri, D'Assenta, Lanidor, and even has embarked in
producing the shoes of the future aersoles, that can be seen in
brands like Yucca, Swear, Fly London and other companies.
The Lecture concluded with a lively Q & A session and with a
reception of Portuguese canapes and wines for all the guests,
students and staff.
Institute of Contemporary European Studies (iCES)
Portuguese Week Festival
Regent's College
14 May 2009
Page last updated 5/17/2010