Why Brazil must learn to trust in collaborative innovation.

1. Why Brazil Must Learn to
Trust in Collaborative Innovation
Research highlights three key ways to unleash innovation opportunities

2. Lack of collaborative innovation strategy can be a competitive disadvantage
Brazil has a distressingly low ranking on
key global indexes of innovation. Accenture
surveyed 200 senior Brazilian executives
and conducted in-depth conversations to
understand their views on the role of
innovation in their organizations. We found:
• Brazilians are natural connectors
• Brazilians lag behind on collaborative innovation
• Brazilians must overcome an
entrenched trust deficit
By learning to trust and collaborate
effectively, Brazilian companies can
create innovation opportunities.
Collaborative innovation
Copyright © 2015 Accenture All rights reserved. 2
Brazil economy ranking
in the world (GDP)
7th
Brazil ranking in Global
Innovation Index 2015*
70th
*The Global Innovation Index 2015, compiled by the Johnson Graduate School of Management, Cornell University, INSEAD business school, and the World Intellectual Property Organization (WIPO).

3. 3
Brazilians are natural connectors
Companies recognize innovation is becoming more collaborative
Copyright © 2015 Accenture All rights reserved.
Both in person and in the digital world, Brazilians
are natural connectors. For example, in social media:
• Brazil has 108 million Internet users
• 89 million users access Facebook every month
• Brazil’s presidential elections in October 2014
saw more than 670 million social interactions
in less than four months
of Brazilian executives said
personal relationships/networks
and social media are the joint
top capabilities and tools to
drive future growth2
60%
1Source: Accenture Brazil Collaborative Innovation Survey 2014
of innovative Brazilian companies
believe innovation is becoming
more collaborative globally1
88%
2Source: Accenture Global Business Leaders Survey 2013

4. Despite Brazil’s cultural openness, companies hesitate to innovate collaboratively
The majority of Brazilian companies focus
their collaborations in-house, rather than
seeking out innovative partnerships across
the world.
Only 40 percent of Brazilians expect to
grow their businesses in new areas
through strategy alliances; the lowest level
of any participating country.* Yet the main
advantages of collaborative innovation are:
• Access to diverse ideas and perspectives
• Access to new capabilities
• Greater speed to market
Brazilians lag behind on collaborative innovation
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Senior executives planning to grow their business into new
areas through in-house ventures in the next five years
*Source: Accenture Global Business Leaders Survey 2013
Source: Accenture Global Business Leaders Survey 2013
0 10 20 30 40 50 60 70 80%
Brazil
Russia
US
Spain
UK
France
Germany
India
China
Italy

5. Companies need trust to work together—and work together to build trust
To pursue collaborative innovation, Brazilian
companies must first learn how to construct
and nurture relationships in which they feel
that their best interests will be protected.
Brazilians must overcome an entrenched trust deficit
Copyright © 2015 Accenture All rights reserved. 5
Brazil ranking in
international comparison
of interpersonal trust levels*
54/59
*Source: World Values Survey (data); JD Systems (methodology for calculating the Interpersonal Trust Index).
Less than 15 15-100 100+
The Interpersonal Trust Index
Note: Data collected between 2010 and 2014

6. Successful innovators understand the trade-offs that go with greater openness
Three key ways to drive collaborative innovation
Copyright © 2015 Accenture All rights reserved. 6
of successful innovators
have or are planning
a collaborative
innovation strategy*
91%
Trust-building is a long and worthwhile journey.
Being an attractive partner is vital. Organizations
need to invest in new practices and behaviors
alongside blending hard and soft skills.
Brazilian executives can reverse the trust deficit by:
• Earning trust through planning, investment and effort
• Viewing situations from multiple perspectives
• Instilling entirely new behaviors
*Source: Accenture Brazil Collaborative Innovation Survey 2014

7. Collaborative innovation in Brazil
Accenture research
Copyright © 2015 Accenture All rights reserved. 7
The research involved:
• In-depth conversations with18
Brazilian innovation
representatives including start-up
leaders, industry professionals,
practitioners, government agency
officials and academics
• Online and telephone interviews
with 200 senior executives in Brazil
(many C-suite)
• Data collection handled by
research company, Kadence

8. 8
Authors
Copyright © 2015 Accenture All rights reserved.
Why Brazil Must Learn to Trust in
Collaborative Innovation
Flaviano Faleiro
Managing Director of Banking Distribution and Marketing Services
and Managing Director of Strategy Practice in Financial Services
flaviano.faleiro@accenture.com
Eduardo Plastino
Thought Leadership Research Fellow
e.plastino@accenture.com
Armen Ovanessoff
Thought Leadership Research Principal Director
armen.ovanessoff@accenture.com

9. 9Copyright © 2015 Accenture All rights reserved.
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