Mara Fernanda Reda • INES Montevideo, Uruguay

This session is particularly interesting: Mara Fernanda Reda is a Product Manager at INES, a French headquartered on-demand integrated business management software company: Fernanda lives and works in Montevideo, Uruguay.The Uruguayan operation serves Latin America - INES is also in France, Germany, Spain, Switzerland and Canada.Working with international clients such as SFR/Vodafone, Saint Gobain, Rentokil, Plastic Omnium, Nikon, Canon, Hitachi, SCIENCES PO and 100's of SME across international borders requires collaboration that reaches beyond cultural differences.Fernanda, who speaks French, Portugese, and English as well as her native Spanish, is an excellent example of the borderless business world we now live in. Where North Americans and Western Europeans tend to believe the world revolves around their practices, the modern interconnected business world is a lot more complicated than that, particularly with China and India in the ascendancy.INES use their own product to communicate internally on an international level: Fernanda says that as in so many other parts of the world change management and uptake is a major challenge.