Federico Braun
Argentina
Federico Braun
  • President and Chair, Sociedad Anónima Importadora y Exportadora de la Patagonia (SAIEP) (La Anónima) (Supermarkets)
Born Buenos Aires, Argentina, 1948. BSc. Engineering, Universidad Buenos Aires (1971).
“La Anónima is seen as a company that meets its commitments, has longtime and loyal employees—and this is important—and keeps its word. However simple they may seem, these qualities are not that easy to find.”

Summary

Federico Braun describes La Anónima's development over four generations, from a small grocery store business into a major supermarket chain in Argentina, and its entrance into meat packing and distribution. Braun points to local knowledge, innovation, and efficiency, as well as a passion for customer service, when describing the company's organizational capabilities and competitive advantages. He also reveals how his business was able to handle hyper-inflation effectively. There are revealing insights on the management of a family firm, and succession planning. The LA Anónima case demonstrates that knowledge accumulated over time concerning how to respond to uncertainty provided some local companies with the capabilities to navigate turbulence, and Braun argues that such skills were the key for business survival in Argentina.

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Federico Braun describes La Anónima's development over four generations, from a small grocery store business into a major supermarket chain in Argentina, and its entrance into meat packing and distribution. Braun points to local knowledge, innovation, and efficiency, as well as a passion for customer service, when describing the company's organizational capabilities and competitive advantages. He also reveals how his business was able to handle hyper-inflation effectively. There are revealing insights on the management of a family firm, and succession planning. The LA Anónima case demonstrates that knowledge accumulated over time concerning how to respond to uncertainty provided some local companies with the capabilities to navigate turbulence, and Braun argues that such skills were the key for business survival in Argentina.
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Additional Resources

Additional Resources

Interview Citation Format

"Interview with Federico Braun, interviewed by Andrea Lluch, February 6, 2008, Creating Emerging Markets Project, Baker Library Historical Collections, Harvard Business School, http://www.hbs.edu/creating-emerging-markets/."