Spain can be said to have opened its arms to the world in 1986, when it was accepted as a full member of the European Union. Today, Spanish exports are largely in sectors where products incorporate technology, such as vehicles and vehicle components, industrial equipment, steel products, chemical products, machine tools, construction equipment and material, electronics and IT, software and hardware.

There is also a group of Spanish companies from more traditional sectors that have successfully launched new business models and have continuously innovated their production processes and services on the international arena. Examples are the so-called “fast” fashion (Zara and Mango), the financial sector (Santander and BBVA), business schools (IESE, ESADE and Instituto de Empresa), commercial exploitation of football (Real Madrid and Barcelona), etc.

In this day and age, the technological and economic scale of major development projects means companies require assistance from large corporations to deal with different stages of the process. Company takeovers and mergers are common strategies for this purpose.

For example, in 2000 EADS was created in Europe as a response to the takeover in the US of McDonnell Douglas by Boeing. EADS was made up of the Spanish company CASA, Aerospatiale Matra (France) and Daimler Aerospace (Germany). In 2001, Airbus, the aeronautics company, was incorporated by EADS (80%) and the British firm BAE (20%).

In January 2005, the Spanish Prime Minister, together with his English, French and German counterparts presented the Airbus 380.This is the largest passenger aircraft built in the world so far. The Airbus 380, which began commercial flights in October 2007, strengthens confidence in the EU’s technological capacity and confirms Europe’s leadership in the civil aeronautical industry against the US.

In recent years, the development of telecommunications has been a significant economic driving force and has given Spain a higher profile abroad. Telefónica is now the fifth-ranking integrated telecommunications operator worldwide and the leader in Spanish and Portuguese speaking countries. It operates in over 23 countries and is active in close to fifty.

The aeronautics and telecommunications industries have joined forces to work on the HISPASAT System, which allows European television companies to have a presence in the Americas. Several Spanish companies have taken part in developing the satellites enabling these two continents to be brought together. Spain once again took on a role of bridge between the two sides of the Atlantic, this time through industry and technology.

Economic volume of exports is not the only variable to be taken into account when analysing the importance of presence in export markets. Certain companies and institutions make a very positive contribution to the image of “Made in Spain” and generate synergies, yet they do not appear in the leading positions in direct sales rankings. They include companies which not only incorporate “Made in Spain” in their products, but which provide cultural values very strongly linked with the Spanish lifestyle. These values are recognised and are very popular in many markets.

This is the case of the Mediterranean diet, including both food and drink. It is obviously associated with good wine, olive oil and ham.

Fashion and design are also seen to have a close connection with “Made in Spain” as there is a reciprocal and synergetic relationship between these aspects and the Spanish character. In other words, the country of origin’s image has effects which in turn consolidate the image of its companies in a world which is far more competitive and which demands higher levels of quality and service. Exporting products associated with gastronomy, fashion or design creates value for the brands, and also strengthens Spain’s image worldwide. These products are underpinned by the cultural connotations of the country of origin, Spain, and are the result of its customs, style and quality of life.

By exporting excellence, we also send out positive messages for the national image. This could apply to many companies included in this book with services such as banking, insurance, technical inspections, and public services.

The automotive sector tops the export ranking. With the exception of SEAT, which now belongs to the Volkswagen group (Spain has no locally-owned car companies), it is important to stress that Spain’s international position has much to do with the fact that leading brands such as Mercedes, GM and Citroën have chosen Spain to install their production plants and include “Made in Spain” in their products. One result of the implementation of these multinationals has been the creation and development of an auxiliary motor vehicle parts industry that is now the most important in Europe.

This same process of internationalisation of the economy and transnational technological partnerships should be seen as the opportunity Spain offers to foreign investors: a modern socio-economic setting, with skilled workers and appropriate infrastructure.