{"id":9898,"date":"2019-05-12T09:48:52","date_gmt":"2019-05-12T12:48:52","guid":{"rendered":"https:\/\/2022.aniu.org.uy\/sin-categorizar\/history-of-an-eldorado-lecture-by-juan-villena\/"},"modified":"2023-05-04T15:24:49","modified_gmt":"2023-05-04T18:24:49","slug":"history-of-an-eldorado-lecture-by-juan-villena","status":"publish","type":"post","link":"https:\/\/2022.aniu.org.uy\/en\/information-documents\/history-of-an-eldorado-lecture-by-juan-villena\/","title":{"rendered":"History of an Eldorado – Lecture by Juan Villena"},"content":{"rendered":"

\u201cWhat could have been the great industrial investment of the 20th century in Uruguay\u2026 The story of my own experience on Uruguay 1993-2006.\u201d<\/strong><\/p>\n

Eldorado\u2026 a myth about the search for a wealth that will transform the life of whoever finds it\u2026 and the vital adventure it entails for those who undertake it.<\/p>\n

In his lecture on 25\/03\/2019, following his appointment as a Corresponding Academician, Spanish engineer Juan Villena invites us to accompany him in the search for his Uruguayan Eldorado, his professional and personal experience during the decades between the 20th and 21st century, at the head of what was the first foreign investor decided to bet on Uruguay to produce eucalyptus pulp.<\/p>\n

\u201cENCE and Uruguay\u201d is a business analysis case very rich in content, which, narrated in first person, tells us about the meaning and significance of decisions and actions of the agents involved in those years of change in the sector and in the country, and provides lessons to be learned from the explosion of this activity in Uruguay. ENCE, he says, was surely the trigger for all this, the hare in the race.<\/p>\n

He tells us \u2026 how he saw, from the perspective of an investor, Uruguay\u2019s commitment to development through forestry \u2026 the scenario in which this took place \u2026 and the actors \u2026
\n\u201c\u2026 what for ENCE was the key action for its future within a commitment to be a pioneer in many aspects as a vital requirement \u2026 Others were not so clear about its purpose, at least they certainly did not have the same conviction at the beginning \u2026\u201d<\/p>\n

\u201c\u2026 today any company report in this sector grandiloquently talks about its belonging to a world of bioproducts and some even describe the weight of electricity generation in its business mix, but \u2026 when in the second part of the 90s I talked about this perspective to the financial analysts of our sector, they were very surprised \u2026 Not to mention the opportunity that would come to even charge for fixing CO2 \u2026<\/p>\n

He explains how that group of Gestores bet on what they came to call M\u2019bopicu\u00e1\u2026 the name that Eldorado took for them.<\/p>\n

\u201c\u2026 this idea was formulated progressively over the years, with its differences with respect to other actors in the sector \u2026 according to a strategic model, always at the forefront in its approaches \u2026 the volatility of cellulose \u2026 is it a commodity \u2026 its logistics \u2026 its technology \u2026 environmental tolerance, objective and subjective \u2026 the generation of electricity \u2026 the compatibility of eucalyptus with other uses \u2026\u201d<\/p>\n

\u201c\u2026 what was done so that it could come to fruition \u2026 the location and its constraints \u2026 the manufacturing scale \u2026 the project\u2019s design and management model \u2026 the providers of its investment \u2026 its financing \u2026\u201d<\/p>\n

He also warns of what can drag the vision of a changing shareholder \u2026 their possible interests not aligned with the great strategic leap \u2026 the determining weight in the outcome \u2026 and provides reflections \u2026 on success and on decision making in windows of opportunity \u2026 on the role of ownership and managers \u2026 and the frequent controversy between the two when windows open.<\/p>\n

A journey, in short, that has left a deep vital imprint on its protagonists, and concludes it looking to the future with positive expectations, if well managed, because: Uruguay has already reached its Eldorado today.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cWhat could have been the great industrial investment of the 20th century in Uruguay\u2026 The story of my own experience on Uruguay 1993-2006.\u201d Eldorado\u2026 a myth about the search for a wealth that will transform the life of whoever finds it\u2026 and the vital adventure it entails for those who undertake it. In his lecture […]<\/p>\n","protected":false},"author":1,"featured_media":9547,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90],"tags":[],"class_list":["post-9898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-information-documents"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/posts\/9898","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/comments?post=9898"}],"version-history":[{"count":0,"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/posts\/9898\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/media\/9547"}],"wp:attachment":[{"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/media?parent=9898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/categories?post=9898"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/2022.aniu.org.uy\/en\/wp-json\/wp\/v2\/tags?post=9898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}