Costa Rica Foreign Direct Investment Promotion: A Conversation with Pilar Madrigal of CINDE.
Contact the Central American Group if you want to establish a manufacturing facility in Costa Rica.
Pilar Madrigal
Director of Investment Advisory
CINDE
pmadrigal@cinde.org
The Central American Group: Hello. Today, Pilar Madrigal is with us. She is the Director of Investment Advisory at CINDE, a Costa Rica foreign direct investment promotion agency based in San Jose. Pilar, could you please share information about CINDE, investment in Costa Rica, and your role there? How are you today?
Thank you so very much. It’s an honor to be here with you. You are also well-known and recognized, and I’ve followed your trajectory in foreign direct investment. So, I’m pleased to be here with you. I’ve been in various roles with CINDE, a private nonprofit organization with a 40-year history of promoting Costa Rica foreign direct investment for the past 26 years, always focused on promotion, strategy, etc. CINDE in Costa Rica, as you know, has been a key player in attracting foreign direct investment, helping many companies set up operations and invest in Costa Rica through the years.
The Central American Group: Costa Rica’s journey in attracting FDI has been fascinating, marked by significant changes in its economic model. Pilar, could you shed some light on the evolution of Costa Rica foreign direct investment promotion over the years?
Pilar Madrigal: Yes. I see this in three periods. The beginning was between the ’60s and the ’80s. Costa Rica adopted an import substitution industrialization model like many other Latin American countries. It was aimed to reduce dependency on foreign goods and promote domestic production. The idea was to foster industrial growth for the country’s local companies and attract foreign companies exporting from Costa Rica. By the early ’80s, we faced an economic crisis in Costa Rica foreign direct investment promotion for different reasons. One of the sectors that was heavily affected was agricultural goods like coffee and bananas. At that point, we started implementing some economic reforms and considering positioning Costa Rica in global markets. That was created in the early ’80s, and we started focusing on exports for Costa Rica foreign direct investment promotion. It was then that a critical law was made. It’s called the Free Trade Zone law. The idea was to begin promoting exports by creating policies for domestic companies to export with incentives and to attract foreign-based companies and have them export. That was in between the ’80s and the ’90s. It combined local and new companies to promote exports and Costa Rica foreign direct investment.
Now, as of the ’90s, from the ’90s to today, there has been a complete focus on, and it was a significant leap in positioning ourselves as a destination for Cost Rica foreign direct investment. We clearly defined some sectors at that time. The biggest and most well-known case is Intel. I think everybody knows that story. However, we started focusing on attracting high-tech companies in manufacturing and companies in the services industry, primarily in high-value services. Again, we went from an import substitution program to an export promotion of local and foreign companies. Then, in the last decades, we have been solely attracted by foreign direct investment.
The Central American Group: You’ve gone through a period where you were trying to substitute imports. Many Latin American countries have tried that and gone through a period of doing that, and that isn’t the optimal way of engendering economic development. Recently, you’ve successfully attracted one industry to Costa Rica foreign direct investment. Can you tell us what that is?
Pilar Madrigal: Yes. This is just for the definition of everybody who listens, and I’m sure everybody knows, but just for clarification. We see three main pillars of Costa Rica foreign direct investment or three types of FDI. One is resource-seeking FDI, which is when a company seeks to invest in a location because of its natural resources. That’s typically prevalent in the energy and mining or sometimes in the agri-food industry. That’s resource-seeking. They’re looking at what resources are available in that country. The second one is market seeking. That is a company seeking to invest due to the market size and the growth potential within that market size. There is a high correlation between FDI and the growth of GDP within a country and the size of the country. The third one is efficiency-seeking. That’s when a company is looking to invest in a location because of better production processes, efficiencies, lower costs, etc. We are at CINDE in Costa Rica, and that’s where we are focusing on efficiency-seeking. Why? We’re a small market. Market-seeking, it’s not something that companies are looking for. We don’t support mining, and there are not necessarily a lot of incentives for resources in this area of Costa Rica foreign direct investment promotion.
We focused on efficiency-seeking, and that’s been how we attract. We help companies be more efficient, and then they can, in the end, expand their bottom line to be more productive and efficient and have lower-cost options.
The Central American Group: One of the sectors that Costa Rica foreign direct investment is famous for is the medical device cluster developed over the last 30 years. Can you tell us, number one, how was that achieved? Number two, why do you think Costa Rica has become such a popular place for companies involved in these activities?
Pilar Madrigal: Yes. I’ll tell you: It did not start with the med tech industry. As I mentioned, at the very beginning, we started with electronics. There were a couple of entirely pioneering companies. They were pioneers in setting up operations in the electronics industry, even before the free trade zone incentive system was implemented. We piggybacked on that to focus on electronics, and that’s where Intel came from. Now, you know that electronics are correlated to the economy, right? You buy a TV Only if you have the extra income to do that. It is a highly volatile industry. Because we had started to be so successful, we could not let off that growth tendency or that growth trait of attracting Costa Rica foreign direct investment. We said, Well, what sector is one that we know has been stable and sustained growth? After analysis, of course, the med tech industry in general, unfortunately, everyone is getting older. Everybody needs medical tech at some point or another. We started then focusing on that industry. That didn’t mean that we let go of the high-tech. It was, Okay, what other? How can we diversify Costa Rica foreign direct investment to ensure we continue growing?
And so, we started. There was a company already in Costa Rica called Baxter. Everybody knows about Baxter. After that, we started working on bringing other OEMs into the country through more Costa Rica foreign direct investment. So today, we’ve done several OEMs and people from Boston Scientific, like Johnson & Johnson, Abbott, and Edwards Lifesciences. We knew that because it’s such a highly regulated industry, there was an ecosystem of suppliers that were potential candidates to set up operations in the country through Costa Rica foreign direct investment. Then, we did a gap analysis of what we had and didn’t have. Next, we started focusing on creating that ecosystem of the medtech industry. So, the successful story is about how we made that ecosystem through Costa Rica foreign direct investment. That has led to the possibility of these companies, not only more companies coming but also diversification of the products that they are making. So today, we do devices in Costa Rica, from neurovascular to orthopedics, cardio, and endo. We have pharmaceuticals as well, you name it. So, it has been a diversification of the OEMs, suppliers, and contract manufacturers, but also that they were a situation of the type of product they’re exporting.
That has been the secret of our success in Costa Rica foreign direct investment.
The Central American Group: Considering all this activity and the success you’ve had in implementing plans, conducting gap analyses, and working to reduce those gaps, what has been the country’s economic growth result as it relates to Costa Rica foreign direct investment promotion?
Pilar Madrigal: Well, it’s been pretty significant. We’re very proud to say that we have attracted over 420 multinationals to Costa Rica, and they have generated about 190,000 jobs. Again, in terms of Costa Rica foreign direct investment flow has grown at an average annual rate of about 7.8% since 2000. It is a real impact. We’re talking about not only the attraction of these companies and employment but also all the linkages and support this gives to the economy. We’re very proud to showcase those numbers, and we’re continuing to hope this trend moves in a positive direction in the future as well.
The Central American Group: Beyond those considerations, how do you know if your efforts have been efficient? Do you have certain KPIs that you establish and achieve to track Costa Rica foreign direct investment? Could you tell us about that?
Pilar Madrigal: Absolutely. The good thing about CINDE is that we have a business-oriented mentality from the beginning. In any business, you must have KPIs, monitor them, and establish them very clearly from the start. We have a very, I would say, solid and transparent KPI monitoring system that has enabled us to understand how to use our budget better to attract Costa Rica foreign direct investment and be more efficient. It ensures that our budget is invested where it has to be invested. I’ll give you an example. We know, for instance, that in 2022, for every CINDE collaborator, there were 178 new jobs created for Costa Rica. That is almost… It’s 2.75 more than Ireland, which is another great success story. Then we know that each generated job has cost us $155. We track everything within the organization. We have a very sophisticated CRM, and it gives us exactly what strategies have been the best. We use that as a strategy to move into the next year for attracting Costa Rica foreign direct investment; that way, we know where our money needs to be spent. Now, I think that the most significant result for us is that, according to the IADB and the University of Colorado, seeing this involvement in supporting investors increases the probability of that project being completed by 12 percentage points.
That is the impact of having a very efficient, lean, business-oriented organization that talks that language.
The Central America Group: Another thing that’s been tossed about recently is the term nearshoring. When COVID kicked in, it was stripped bare of the possibilities of specific supply chain problems appearing due to having a supply chain that was far-flung and distant began to show themselves very clearly. So, the term nearshoring has become ubiquitous over the last few years. Taking that into account, what types of opportunities exist for companies in the realm of nearshoring in Costa Rica?
Pilar Madrigal: I do. I must tell you, I think the term nearshoring, or how we’ve seen it, has always existed. The companies go to a region because they know they will be near where they need to supply their products. I think it’s just now a new way of phrasing it because of the changes in geopolitics and so on. But it has always been the case of why a lot of these companies set up in a country near to another one. I like that we are getting a lot of attention recently, and that’s good for the entire region, not only for Costa Rica foreign direct investment promotion. To take advantage of that, we have an obvious definition of quick wins, midterm opportunities, and long-term opportunities. The quick wins we see are products that Costa Rica already exports to the US. The reason is that companies already have the know-how, the network, and the competitiveness to increase the participation of that global flow. That’s something we consider; a company does this, so why not another?
That’s a quick win. It’s a good and mature sector. The medium term is more products that the US imports from other regions, and Costa Rica does not yet export significantly to the US, but it does export to different areas. A company in Costa Rica, and we export to Europe, okay, why don’t we now talk to that company and say, clearly, there’s an opportunity for this region and nearshoring? Then, the long term is products that the US imports from other areas, and Costa Rica does not export, but we are close enough in terms of Costa Rica foreign direct investment to be within that possibility. So again, quick wins, we’ve done it. We know we can do it well. The US imports from other regions, but Costa Rica doesn’t export significantly to the US so that we can create more awareness. Then, in the long term, what do we not do that is needed in a country like the US or Mexico? What are those industries? How are they growing, and how can we then move? When we say long-term, it typically takes a little time. In the semiconductor industry, for example, there are a lot of booms about it, and things will happen.
It’s just where everybody, the US and everybody, is starting to accommodate that industry. There will be opportunities, but probably not right now.
The Central American Group: Yes, it seems like it’ll take a decade or so, in my opinion. There’s so much involved in that supply chain for Costa Rica foreign direct investment that has to be implemented, but it isn’t there today. So, that’s not going to be a short-term win.
Pilar Madrigal: Yes, I agree.
The Central American Group: CINDE in Costa Rica is recognized globally as a quality and successful economic development agency. Given that, what would you advise other investment promotion agencies looking to rise to the same level of success?
Pilar Madrigal: IPAs and countries must know that attracting foreign direct investment is about creating long-term relationships. Having the same mindset and participation of multiple government, private, and academic institution stakeholders is essential. Making a country brand that resonates with everybody and knowing this has to be a crucial long-term strategy is critical. We see a lot of changes in many countries, including changes in governments. That’s not the way businesses think. They think long-term. When they invest, they’re going to put a lot of money into a project, and they want to know that they can stay there for a long time and that they’re going to reap benefits. Don’t limit yourself to what will happen next year or what you must do within the following year. Try to do this from the beginning, thinking about where you want to be in 10 years, 20 years. It’s okay. It has taken us 20 years to build a medical device cluster through Costa Rica foreign direct investment, but we never gave up. It’s a work in progress, and it will be a work in progress. It is essential to know that the competition for FDI is fierce and that you must continuously adapt to global economic shifts and rethink sectors.
Internally, in Cinde, we do this every few years, like every four or five years, in which we analyze 23 criteria or drivers. Then we do our competitor analysis, and then we literally do a customized approach according to sector and country, but we do that constantly. So, rethinking sectors, subsectors, and geographies with a specific frequency is critical. To me, those are the most important things. Just think long term, revisit, revisit, revisit. Don’t lose the focus, but find new opportunities, geographies, and subsectors to ensure that you maintain that relevance within the global value chains.
The Central American Group: One thing that I’ve learned throughout the years is that, very simply, if you’re looking to get into an activity that will provide you with instantaneous gratification, this is not the activity for you. It takes time.
Pilar Madrigal: It does. Time and perseverance. I have a story about working from the day I met a company to the day they set up operations in the country. It took them 20 years to do so.
The Central American Group: That’s what I call patience.
Pilar Madrigal: Yes. You must have that and perseverance and know that things will evolve if you do them correctly, well-analyzed, and clearly with excellence.
The Central American Group: We’ve covered quite a bit of ground in a short period discussing Costa Rica foreign direct investment. One of the things evident from having done many of these podcasts over the years is that listeners come away with information that sparks questions. I like to try to create a mechanism for the listeners with questions to communicate directly with experts like yourself. That being the case, how would an individual with questions contact you?
Pilar Madrigal: Steve, I am more than happy to have them reach me by email. I’ll share it with you. Please feel free to attach it. It’s pmadrigal@cinde.org. I love to have conversations. You can also look at my LinkedIn profile and connect there. But I am happy you will post my email, and I’ll gladly talk. I love learning, also. This is not only about me talking about me or Costa Rica foreign direct investment promotion. The beauty of this is that there’s so much to share and learn, which I love. So, feel free to post my email there.
The Central American Group: Okay, we’ll post your email in the transcript section below the audio player and include a link to your LinkedIn profile so people can contact you directly if that’s okay with you.
Pilar Madrigal: Absolutely. Absolutely. I look forward to many conversations about Costa Rica foreign direct investment promotion.
The Central American Group: Thank you very much for joining me today and for telling us about your experience in foreign direct investment in Costa Rica. We wish you continued luck, good health, and happiness.
Pilar Madrigal: Thank you, Steve. The same goes for you.
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