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Essay text:
Telefonica, Mr Villalonga decreed, would drop "de Espana" from its name.
The logic? No longer does Telefonica see Peru, Chile, Brazil and the rest of Latin America as
emerging markets; they are part of its "domestic market".
Mr Villalonga has a dream: to rebase Spain's privatised former telephone monopoly in the new
world. He has even suspended Telefonica's dividend, replacing it with a share issue, so as to
conserve cash for more investment in Latin America. He is pitting his dream against the collapse
of many emerging economies and a 20% fall in Telefonica's net profits from Latin America in the
first nine months of 1998...
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