The Consorci de Promoció Comercial de Catalunya (COPCA) is attached to the Department of Industry, Commerce and Tourism of the Generalitat of Catalonia, whose headquarters are located on the well-known Paseo de Gracia in Barcelona.
From a historical perspective, the growth experienced by COPCA is very positive. Since 1988, the number of projects has increased every year, reaching approximately 5.000. It currently has a network of 36 Business Promotion Centers located around the world. Through effective programs aimed at businesses, the Catalan agency has enabled companies based in Catalonia to join plans for starting export activity, diversifying into new markets, and, in other cases, strengthening the presence of Catalan companies in foreign markets.
At the head of COPCA is Jordi Serret i Berniz, who, from the General Directorate, gives us an overview of Catalonia's export situation, while also explaining the operations of the organization he leads.
– What is the current situation of COPCA?
We recently presented to the public, primarily the business community, our objectives; that is, COPCA's strategic plan for the coming years. We began by assessing the evolution of Catalan businesses in recent years, starting in the 1990s. Regarding international markets, this evolution has been very positive, as the figures confirm: exports have quadrupled, reaching approximately 5,5 trillion pesetas. Within Spain as a whole, Catalonia accounts for 27% of Spanish exports, compared to around 23-24% at the beginning of this period. Most importantly, there are some 17.000 exporting companies, justifying an increasingly intense international activity.
From the beginning, COPCA has wanted to be by the company's side, in its efforts and in its plans to be present in international markets, generating programs, accompanying entrepreneurs in their ideas and business strategies in foreign markets.
– What means does COPCA propose to achieve the initiation of the internationalization of companies?
Several years ago, COPCA launched a program for new exporters with the primary objective of facilitating a company's initial entry into international markets. Subsequently, an agreement was reached with the Chambers of Commerce to broaden its reach to a larger number of potential users. More recently, a partnership with the Spanish Institute for Foreign Trade (ICEX) was established, leading to the PIPE program. This initiative, known in Catalonia as NEX-PIPE 2000, is the result of collaboration between the three institutions – Chambers of Commerce, ICEX, and COPCA – to help as many companies as possible access international markets. We are very pleased, as a significant number of companies are participating each year (between 100 and 200 companies enroll in the program annually). We believe it is one of the most important tools companies have to carry out successful international projects and take the initial steps effectively, with the assurance that everything will be done right.
– What is the difference and, if applicable, the competitive advantage of joining COPCA, compared to having an export department within the company?
These things are not incompatible. From the moment the Government of Catalonia decided to create COPCA, it did so jointly in collaboration with the main associations whose objectives included the internationalization of companies, such as Chambers of Commerce, business associations, financial institutions, training entities, etc., and designed it as a meeting point for companies, institutions and the Catalan Administration, entrusting it with the development of programs and services that would promote these objectives.
Today, COPCA has developed an internationalization model that can provide solutions regardless of the stage of the opening process a company is at; from startups to those seeking to diversify their presence in markets where their products are not yet available; or to companies that, having achieved significant international experience, are in a position to establish a more solid and permanent presence. For this last segment, programs such as the New Internationalized Company (NEI) program and the Foreign Direct Investment (FDI) program have been developed.
Therefore, the company decides at any given time what the best internal structure is to achieve its objectives. What COPCA offers is to facilitate the development of these objectives through its programs, allowing the company to accelerate its internationalization process.
– What is the course of action of financial institutions for helping companies through COPCA?
Regarding the financial aspect, four years ago we developed the so-called "COPCA Internationalization Line" and, more recently, an introductory line, having reached agreements with more than 20 financial institutions to offer economic resources on good terms that allow international projects to be carried out.
Therefore, the collaboration with financial institutions is excellent. It is projected that around 200.000 billion pesetas will be mobilized between 2001 and 2004 to support this internationalization process.
– How would you define the situation that Catalan companies are going through at this time?
From a general perspective, and setting aside the complexity of the current international situation, we can affirm that internationalization is no longer merely a tool for overcoming temporary weaknesses. Now, every company must consider which market to target for its products, and it is difficult for any business owner to ignore the need to internationalize, in whole or in part, their company's activities. In this sense, most companies must redefine their view of their domestic market. A company's domestic market is no longer just the Spanish market; the European market should now be considered its domestic market. This may be easier said than done, since, despite the elimination of tariffs, the existence of various technical specifications, business practices, or different languages can still hinder sales. Therefore, if this conclusion has been reached, our proposal focuses on meeting with companies, defining objectives, and jointly exploring the best way to collaborate on these projects and which program or programs will be most beneficial.
– Not all international experiences are positive. What is the most common mistake Catalan companies make when expanding abroad?
As I have pointed out, the move abroad in the last decade has been positive, and rather than mistakes, we should talk about the main problems that a company can encounter.
A common problem is the market's own characteristics; that is, tariffs, problems arising from technical barriers, homologation registrations, etc.; impediments that can slow down penetration into some markets.
We also find problems generated by economic or financial needs, especially to carry out industrial investment projects in another country.
On the other hand, there is the need for good, reliable information to help make the right decisions. But if I had to identify the main problem a company faces in addition to those already mentioned, it would be human resources. It is essential to have people on the team who are capable of carrying out projects. This requires not only people who are fluent in the languages of the countries involved, but increasingly, people who are committed to ongoing training, with very flexible mindsets, and willing to assimilate the business and economic practices of countries that are distant not so much physically, but culturally. This is the case, for example, with the countries of the Far East, for which it is necessary to have people who are willing to correctly interpret the business cultures of these countries and translate them into terms of economic and commercial relations.
In this sense, using the services provided by any Business Promotion Center abroad combines a company's knowledge of its products, objectives, and strategies with the expertise of the Center's staff regarding their own market and corporate culture. This combination makes it possible to understand how the product performs and how the market it intends to enter operates. If things are done correctly, the result should be successful.
– Among the new tools used by companies and by COPCA to increase their internationalization are new technologies, what is your opinion of the Internet?
Internet projects will become increasingly successful, although it is a relatively new tool and it is true that there have been some not very successful experiences on the Internet, as it is still a frontier field.
A few years ago, COPCA considered the role new technologies should play in the international projection of companies. The first product launched, the Catalonia Products and Services Fair, aimed to bring together the products and services offered by Catalan companies abroad. The internet is a vast and complex landscape where it's difficult to stand out, but by consolidating and categorizing these offerings, their reach on this medium is amplified.
Later, Infoexport emerged, a thematic search engine that facilitates navigation through topics of interest to any company undergoing internationalization, seeking information on tools, markets, and so on. The aim is to explore the internet, classify and comment on relevant information, enabling its reliable use. We have also created programs and services in the internet field to promote e-commerce.
– What is COPCA's relationship with other similar organizations? Do COPCA and ICEX compete with each other?
We maintain an excellent relationship with the other organizations, exchanging information on programs and services that are developed, to see how they adapt to the specificities of each of these communities.
In the case of ICEX, there is an agreement with the Institute to jointly develop certain lines of work. The first was the export initiation program (NEX-PIPE 2000). The most recent is the agreement between Fira de Barcelona, ICEX, and COPCA to organize the second edition of the Exporta trade fair in Barcelona.
In summary, it is about joining forces with all operators in this field, to find out what programs and services are being offered and which of these programs and services can be best adapted to the type of companies.
Regarding your second question, if we look at the work of both organizations, we see a great deal of complementarity in many of their actions. As I mentioned, this is the case with Exporta, where the joint effort of ICEX and COPCA is evident in making the best resources of both organizations available to companies and exporters. We highlight the presence at the Fair of forty Spanish Trade Advisors abroad and the 36 directors of COPCA's Business Promotion Centers, as an example of synergy in the shared objective of advising companies in different markets.
– What is your opinion of Central European countries like the Czech Republic and Slovakia as potential destinations for investment?
Regarding the markets that will soon join the European Union, the presence of Catalan companies is growing, and the evolution of trade is positive. The company has two different options: one is to enter these markets now, before these countries join; the other is to wait until they have joined, believing that things will be simpler. I think it would be better to opt for the first option, since these markets are making a significant effort to adapt to the conditions of joining the European Union, just as we did previously. I believe it is better to experience these adaptation processes from within and take advantage of the market's evolution toward more favorable and homogeneous economic conditions with the rest of the Union. It is much better than waiting until "everyone else" has joined. Our recommendation is that these markets hold opportunities and that the company should not delay too long before seriously considering them.
– What is your assessment of Spain's upcoming EU presidency?
Beyond general obligations, a country takes advantage of the situation to introduce its own viewpoints and what it considers points of interest or priorities from its own perspective. I am convinced that, with regard to foreign markets, for example, special attention will be paid to the role that the countries of the southern Mediterranean can play, as they are very important to us, not only for economic reasons, but also in relation to security, social development, and so on. Likewise, Spain plays an important role in its relations with the countries of Latin America.
– What recommendation would COPCA give in light of recent international events?
Let's not allow initiatives to be paralyzed by the current situation. Prudence should not be synonymous with paralysis. Right now, we need to analyze the situation, identify potential risks, and determine how to address them. In this regard, we offer COPCA's collaboration.
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