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Additionally, localizing a business in Brazil is admittedly no easy task. In the case of local manufacturing, multinational executives have long expressed frustration directed at the Custo Brasil, the term used to describe the high cost of doing business locally. Even today, production costs have still risen despite economic deceleration, with labor costs outpacing productivity gains and industrial electricity prices rising by more than 50% in 2015 alone. Many of the components that go into finished goods may also not be available for local sourcing in some high-tech industries, which means that many multinationals will still need to import a large share of their inputs.
In February of each year, a strategy meeting provides another opportunity for peer review. Each business unit gets 20 minutes to present its plan for the coming year before a companywide audience. Colleagues then have the opportunity to invest in the most promising strategies using a virtual currency. Any business unit that fails to attract its share of fantasy money knows it will be under intense scrutiny.
The employee-work contract has changed: People are operating more like free agents than in the past. In short, the balance of power has shifted from employer to employee, forcing business leaders to learn how to build an organization that engages employees as sensitive, passionate, creative contributors. We call this a shift from improving employee engagement to a focus on building an irresistible organization.
Underlying sales growth, underlying operating margin and free cash flow: These are non-GAAP measures. For further information about these measures, and the reasons why we believe they are important for an understanding of the performance of the business, please refer to our commentary on non-GAAP measures on pages 39 to 43 of our 2021 Annual Report and Accounts. 2b1af7f3a8