TEDSalon NY2013
Rodrigo Canales: The deadly genius of drug cartels
Rodrigo Kanales (Rodrigo Canales): Suvi genije narko kartela
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U poslednjih 6 godina umrlo je oko 100.000 ljudi u Meksiku kao posledica nasilja nastalog zbog droge. Možda mislimo da ovo nema veze sa nama ali smo zapravo svi mi saučesnici, prema mišljenju profesora sa Jejla, Rodriga Kanalesa. U ovom nepokolebljivom govoru on pokazuje kako je tradicionalne znanje o kartelima potpuno pogrešno. Masakr se ne dešava zbog neukih zlikovaca bez lica koji se nepromišljeno međusobno ubijaju, već je rezultat jednog veoma ozbiljnog i sofisticiranog rukovođenja brendom.
Rodrigo Canales - Business professor
Rodrigo Canales wants to understand how individuals influence organizations or systems--even those as complex as the Mexican drug cartels. Full bio
Rodrigo Canales wants to understand how individuals influence organizations or systems--even those as complex as the Mexican drug cartels. Full bio
Double-click the English transcript below to play the video.
00:13
In December of 2010,
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U decembru 2010.,
00:17
the city of Apatzingán
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pucnjava je probudila grad Apatsingan
00:19
in the coastal state of Michoacán, in Mexico,
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u priobalnoj državi Mićokan,
00:22
awoke to gunfire.
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u Meksiku.
00:24
For two straight days,
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Tokom cela dva dana,
00:26
the city became an open battlefield
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grad je bio otvoreno ratište
00:28
between the federal forces
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između federalnih jedinica
00:30
and a well-organized group,
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i dobro organizovane grupe koja
00:32
presumably from the local criminal organization,
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navodno pripada lokalnoj
kriminalnoj organizaciji
kriminalnoj organizaciji
00:34
La Familia Michoacana, or the Michoacán family.
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La Familia Mićokana
ili Mićokanska porodica.
ili Mićokanska porodica.
00:38
The citizens didn't only experience incessant gunfire
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Građani su pored neprestane pucnjave
00:41
but also explosions
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doživeli eksplozije
00:43
and burning trucks used as barricades across the city,
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kao i barikade zapaljenih
kamiona širom grada,
kamiona širom grada,
00:47
so truly like a battlefield.
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baš kao na pravom ratištu.
00:49
After these two days,
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Posle ova dva dana,
00:50
and during a particularly intense encounter,
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i tokom jednog prilično žestokog sukoba
00:53
it was presumed that the leader of La Familia Michoacana,
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pretpostavlja se da je ubijen
vođa organizacije La Familia Mićokana,
vođa organizacije La Familia Mićokana,
00:55
Nazario Moreno, was killed.
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Nasario Moreno.
00:58
In response to this terrifying violence,
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Kao odgovor na ovo užasno nasilje,
01:00
the mayor of Apatzingán
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gradonačelnik Apatsingana
odlučio je da pozove građane
odlučio je da pozove građane
01:02
decided to call the citizens to a march for peace.
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na mirovni marš.
01:04
The idea was to ask for a softer approach
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Ideja je bila da se zatraži blaži pristup
01:08
to criminal activity in the state.
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kriminalnoj aktivnosti u državi.
01:10
And so, the day of the scheduled procession,
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Na dan marša,
01:13
thousands of people showed up.
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hiljade ljudi se pojavilo.
01:15
As the mayor was preparing to deliver
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Dok se gradonačelnik
pripremao da održi govor,
pripremao da održi govor,
01:17
the speech starting the march,
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kojim bi otvorio marš,
01:19
his team noticed
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njegov tim je primetio da je
01:20
that, while half of the participants
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polovina učesnika obučena prikladno
01:24
were appropriately dressed in white,
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u beloj boji
01:25
and bearing banners asking for peace,
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i nosi transparente
na kojima se poziva na mir,
na kojima se poziva na mir,
01:28
the other half was actually marching
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dok je druga polovina zapravo marširala
01:30
in support of the criminal organization
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kao podrška kriminalnoj organizaciji
01:33
and its now-presumed-defunct leader.
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i njenom, kako se sada smatra
već preminulom vođi.
već preminulom vođi.
01:37
Shocked, the mayor decided to step aside
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Šokiran ovim, gradonačelnik
je odlučio da se povuče
je odlučio da se povuče
01:40
rather than participate or lead a procession
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i ne učestvuje ili predvodi ovaj marš
01:42
that was ostensibly in support of organized crime.
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koji je očigledno davao
podršku organizovanom kriminalu.
podršku organizovanom kriminalu.
01:45
And so his team stepped aside.
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Tako se i njegov tim povukao.
01:47
The two marches joined together,
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Učesnici ova dva marša su se spojili
01:49
and they continued their path
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i nastavili svoj put
01:52
towards the state capital.
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do prestonice.
01:55
This story of horrific violence
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Ovo je priča o strašnom nasilju
02:00
followed by a fumbled approach
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i nespretnom delovanju
02:02
by federal and local authorities as they tried
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federalnih i lokalnih vlasti
i njihovom pokušaju
i njihovom pokušaju
02:04
to engage civil society,
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da umešaju građanstvo,
02:06
who has been very well engaged by a criminal organization,
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koje je kriminalna organizacija
već bila umešala.
već bila umešala.
02:09
is a perfect metaphor for what's happening in Mexico today,
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Ovo je savršena metafora za ono
što se dešava danas u Meksiku
što se dešava danas u Meksiku
02:12
where we see that our current understanding
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i iz ovoga možemo videti
da je naše znanje
da je naše znanje
02:16
of drug violence and what leads to it
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o nasilju zbog droge
i šta do njega dovodi
i šta do njega dovodi
02:18
is probably at the very least incomplete.
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u najmanju ruku nekompletno.
02:21
If you decided to spend 30 minutes trying
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Ako biste odlučili
da provedete 30 minuta
da provedete 30 minuta
02:23
to figure out what's going on with drug violence in Mexico
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u pokušaju da shvatite šta se dešava
sa nasiljem zbog droge u Meksiku
sa nasiljem zbog droge u Meksiku
02:25
by, say, just researching online,
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samo istraživanjem po internetu,
02:27
the first thing you would find out is that
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prva stvar koju biste saznali
02:29
while the laws state that all Mexican citizens are equal,
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je da iako zakon nalaže jednakost
među svim građanima Meksika
među svim građanima Meksika
02:33
there are some that are more
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postoje neki koji su više
02:34
and there are some that are much less equal than others,
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i neki koji su mnogo manje
jednaki od drugih.
jednaki od drugih.
02:38
because you will quickly find out
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Zašto je to tako,
ubrzo se može videti
ubrzo se može videti
02:39
that in the past six years
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iz činjenice da je
u poslednjih šest godina
u poslednjih šest godina
02:41
anywhere between 60 and 100,000 people
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negde između 60 i 100.000 ljudi
02:43
have lost their lives in drug-related violence.
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izgubilo živote zbog nasilja
vezanog sa trgovinom droge.
vezanog sa trgovinom droge.
02:46
To put these numbers in perspective,
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Kad bismo stavili ove brojke
u perspektivu,
u perspektivu,
02:48
this is eight times larger than the number of casualties
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ovaj broj je osam puta veći
02:51
in the Iraq and Afghanistan wars combined.
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od broja žrtava u Iraku
i Avganistanu zajedno.
i Avganistanu zajedno.
02:55
It's also shockingly close to the number of people
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Takođe je šokantno blizu broju ljudi
02:58
who have died in the Syrian civil war,
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koji su poginuli
u građanskom ratu u Siriji
u građanskom ratu u Siriji
03:00
which is an active civil war.
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koji je i dalje u toku.
03:03
This is happening just south of the border.
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Ovo se dešava samo nadomak
od južne granice.
od južne granice.
03:06
Now as you're reading, however,
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Ipak, dok čitate
03:07
you will be maybe surprised that you will quickly
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možda ćete na vaše iznenađenje
03:09
become numb to the numbers of deaths,
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ubrzo postati neosetljivi na broj žrtava
03:11
because you will see that these are sort of abstract numbers
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zato što ćete na njih gledati
03:15
of faceless, nameless dead people.
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kao na mrtve bez lica i imena.
03:18
Implicitly or explicitly, there is a narrative
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Diretno ili indirektno, kruži priča
03:21
that all the people who are dying
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da su svi ljudi koji su umrli
03:23
were somehow involved in the drug trade,
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na neki način bili umešani
u trgovinu drogama,
u trgovinu drogama,
03:26
and we infer this because they were either tortured
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a ovo smo zaključili
zato što su ili bili mučeni
zato što su ili bili mučeni
03:29
or executed in a professional manner,
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ili ubijeni na profesionalan način
03:32
or, most likely, both.
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ili najčešće i jedno i drugo.
03:33
And so clearly they were criminals
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Očigledno su bili kriminalci
03:35
because of the way they died.
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zbog načina na koji su umrli.
03:38
And so the narrative is that somehow these people
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Prema ovoj priči ti ljudi su
na neki način
na neki način
03:40
got what they were deserved.
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dobili ono što su zaslužili.
03:42
They were part of the bad guys.
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Pripadali su zlikovcima.
03:44
And that creates some form of comfort
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Mnogi ljudi
03:47
for a lot of people.
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u tome nalaze utehu.
03:48
However, while it's easier to think
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Međutim, iako je lakše misliti
03:51
of us, the citizens, the police, the army,
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da smo mi, građani, policija
i vojska dobri momci
i vojska dobri momci
03:55
as the good guys, and them, the narcos,
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dok su oni, narko dileri i karteli
03:59
the carteles, as the bad guys,
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loši momci,
04:02
if you think about it,
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ako dobro razmislite
04:03
the latter are only providing a service to the former.
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ovi drugi samo pružaju usluge
ovim prvima.
ovim prvima.
04:07
Whether we like it or not,
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Bez obzira da li nam se to sviđa,
04:09
the U.S. is the largest market
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SAD je najveće tržište
04:12
for illegal substances in the world,
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ilegalnih supstanci na svetu
04:13
accounting for more than half of global demand.
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koje snabdeva više od jedne polovine
globalne potražnje.
globalne potražnje.
04:17
It shares thousands of miles of border with Mexico
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SAD deli granicu sa Meksikom,
dugu hiljadama kilometara
dugu hiljadama kilometara
04:20
that is its only route of access from the South,
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koja je njen jedini pristup jugu.
04:23
and so, as the former dictator of Mexico, Porfirio Diaz,
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Zbog ovoga je bivši dikatator Meksika,
Porfirio Dijaz govorio:
Porfirio Dijaz govorio:
04:26
used to say, "Poor Mexico,
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"Jadan Meksiko,
04:29
so far from God and so close to the United States."
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tako daleko od Boga,
a tako blizu Sjedinjenim Državama".
a tako blizu Sjedinjenim Državama".
04:35
The U.N. estimates that there are 55 million users
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Ujedinjene nacije procenjuju
da u SAD postoji
da u SAD postoji
04:38
of illegal drugs in the United States.
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55 miliona korisnika ilegalnih droga.
04:40
Using very, very conservative assumptions,
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Prema veoma
konzervativnim pretpostavkama,
konzervativnim pretpostavkama,
04:43
this yields a yearly drug market on the retail side
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godišnja zarada od maloprodaje
na trištu droge
na trištu droge
04:46
of anywhere between 30 and 150 billion dollars.
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iznosi negde između
30 i 150 milijardi dolara.
30 i 150 milijardi dolara.
04:49
If we assume that the narcos only have access
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Ako pretpostavimo
da narko dileri imaju pristup
da narko dileri imaju pristup
04:51
to the wholesale part, which we know is false,
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samo zaradi od veleprodaje,
iako znamo da je to netačno,
iako znamo da je to netačno,
04:54
that still leaves you with yearly revenues
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i dalje ostaje godišnji prihod
04:56
of anywhere between 15 billion and 60 billion dollars.
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od negde između 15 i 60
milijardi dolara.
milijardi dolara.
05:01
To put these numbers in perspective,
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Da bismo stavili ove brojke
u perspektivu,
u perspektivu,
05:03
Microsoft has yearly revenues of 60 billion dollars.
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Majkrosoft ima godišnji prihod
od 60 milijardi dolara.
od 60 milijardi dolara.
05:07
And it so happens that this is a product that,
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I tako je ovo proizvod koji
05:10
because of its nature, a business model
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zbog svoje prirode
traži poslovni model
traži poslovni model
05:13
to address this market requires you
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koji zahteva davanje garancija
05:16
to guarantee to your producers
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proizvođačima
05:18
that their product will be reliably placed
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da će njihov proizvod
biti prikladno plasiran
biti prikladno plasiran
05:20
in the markets where it is consumed.
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na tržišta na kojima se troši.
05:23
And the only way to do this, because it's illegal,
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I jedini način da ovo uradite,
zato što je ilegalno,
zato što je ilegalno,
05:26
is to have absolute control of the geographic corridors
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je da imate apsolutnu kontrolu
nad geografskim koridorima
nad geografskim koridorima
05:29
that are used to transport drugs.
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koji se koriste za transport droge.
05:31
Hence the violence.
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Otuda i nasilje.
05:34
If you look at a map of cartel influence and violence,
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Ako pogledate kartu uticaja
i nasilja kartela
i nasilja kartela
05:37
you will see that it almost perfectly aligns
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videćete da se skoro tačno preklapa
05:39
with the most efficient routes of transportation
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sa najboljim pravcima za transport
05:41
from the south to the north.
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sa juga ka severu.
05:43
The only thing that the cartels are doing
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Karteli samo pokušavaju
05:44
is that they're trying to protect their business.
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da zaštite svoj posao.
05:47
It's not only a multi-billion dollar market,
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Ne samo da je to tržište
od više milijardi dolara,
od više milijardi dolara,
05:49
but it's also a complex one.
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nego i jedno veoma složeno tržište.
05:51
For example, the coca plant is a fragile plant
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Na primer, koka je osetljiva biljka
05:54
that can only grow in certain latitudes,
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koja može da raste samo
na određenim geografskim širinama
na određenim geografskim širinama
05:56
and so it means that a business model
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i zbog toga je poslovni model
05:58
to address this market requires you to have
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koji će biti usmeren ka tom tržištu
06:00
decentralized, international production,
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zahteva decentralizovanu,
internacionalnu proizvodnju
internacionalnu proizvodnju
06:02
that by the way needs to have good quality control,
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koja takođe mora da ima
dobru kontrolu kvaliteta,
dobru kontrolu kvaliteta,
06:05
because people need a good high
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zato što je ljudima potreban
dobar osećaj nadrogiranosti
dobar osećaj nadrogiranosti
06:07
that is not going to kill them
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koji ih neće ubiti
06:09
and that is going to be delivered to them when they need it.
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i koji će dobiti onda
kad im je potreban.
kad im je potreban.
06:12
And so that means they need to secure
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To znači da se mora osigurati
06:14
production and quality control in the south,
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proizvodnja i kontrola
kvaliteta na jugu.
kvaliteta na jugu.
06:17
and you need to ensure that you have
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Takođe se mora osigurati da postoje
06:19
efficient and effective distribution channels
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dobri i efikasni putevi distribucije
06:21
in the markets where these drugs are consumed.
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na tržištima gde se ove droge koriste.
06:25
I urge you, but only a little bit,
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Pozivam vas da probate da se raspitate,
06:26
because I don't want to get you in trouble,
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ali samo malo
da ne biste upali u nevolju,
da ne biste upali u nevolju,
06:28
to just ask around and see how difficult it would be
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da se raspitate i vidite
06:32
to get whatever drug you want, wherever you want it,
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koliko bi bilo teško doći
do droge koju želite u SAD-u
do droge koju želite u SAD-u
06:35
whenever you want it, anywhere in the U.S.,
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gde god i kad god je želite.
06:37
and some of you may be surprised to know
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Neki od vas mogu biti
iznenađeni činjenicom
iznenađeni činjenicom
06:40
that there are many dealers that offer a service
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da postoje mnogi dileri
koji pružaju usluge
koji pružaju usluge
06:42
where if you send them a text message,
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i garantuju isporuku droge
06:44
they guarantee delivery of the drug
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za samo 30 minuta ili manje
06:46
in 30 minutes or less.
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ako im pošaljete SMS poruku.
06:49
Think about this for a second.
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Razmislite o ovome na trenutak.
06:51
Think about the complexity
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Razmislite o složenosti
06:53
of the distribution network that I just described.
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ove distributivne mreže
koju sam upravo opisao.
koju sam upravo opisao.
06:56
It's very difficult to reconcile this
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Jako je teško složiti ovo
06:59
with the image of faceless, ignorant goons
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sa slikama neukih kriminalaca bez lica
07:03
that are just shooting each other,
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koji pucaju jedni na druge,
07:05
very difficult to reconcile.
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zaista je jako teško.
07:07
Now, as a business professor, and as any business professor would tell you,
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Kao profesor biznisa i kao što bi vam
i svaki drugi profešor biznisa rekao,
i svaki drugi profešor biznisa rekao,
07:11
an effective organization requires
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efikasnoj organizaciji je potrebna
07:13
an integrated strategy that includes
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integrisana strategija koja podrazumeva
07:15
a good organizational structure, good incentives,
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dobru organizacionu strukturu,
dobre podsticaje,
dobre podsticaje,
07:18
a solid identity and good brand management.
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postojan identitet
i dobro rukovođenje brendom.
i dobro rukovođenje brendom.
07:21
This leads me to the second thing that you would learn
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Ovo me dovodi do druge stvari
koju ćete naučiti
koju ćete naučiti
07:23
in your 30-minute exploration of drug violence in Mexico.
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u vašem tridesetominutnom istraživanju
o nasilju zbog droge u Meksiku.
o nasilju zbog droge u Meksiku.
07:26
Because you would quickly realize,
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Ubrzo ćete shvatiti
07:28
and maybe be confused by the fact,
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i možda biti zbunjeni činjenicom
07:29
that there are three organizations
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da postoje tri organizacije
07:30
that are constantly named in the articles.
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koje se često pominju u članicima.
07:34
You will hear about Los Zetas,
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2074
Čućete o Los Setama,
07:36
the Knights Templar, which is the new brand
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444558
1971
Vitezovima Templarima,
što je novi brend,
što je novi brend,
07:38
for the Familia Michoacana that I spoke about at the beginning,
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Familije Mićokana o kojoj sam
govorio na početku
govorio na početku
07:41
and the Sinaloa Federation.
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i Federaciji Sinaloa.
07:43
You will read that Los Zetas is this assortment
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Pročitaćete da je Los Setas
grupa sociopata
grupa sociopata
07:46
of sociopaths that terrify the cities that they enter
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koje terorišu gradove u kojima se pojave,
07:50
and they silence the press,
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ućutkavaju medije
07:53
and this is somewhat true, or mostly true.
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i ovo je donekle ili uglavnom tačno.
07:56
But this is the result of a very careful branding
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Ali ovo je rezultat veoma
pažljivog brendiranja
pažljivog brendiranja
08:00
and business strategy.
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i poslovne strategije.
08:02
You see, Los Zetas is not just
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2169
Vidite, Los Setas
08:04
this random assortment of individuals,
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1800
nije samo nasumična grupa pojedinaca
08:06
but was actually created by another criminal organization, the Gulf Cartel,
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već ju je zapravo stvorila druga
kriminalna organizacija, Zalivski kartel,
kriminalna organizacija, Zalivski kartel,
08:09
that used to control the eastern corridor of Mexico.
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3012
koji je ranije kontrolisao
istočni koridor Meksika.
istočni koridor Meksika.
08:12
When that corridor became contested, they decided
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2414
Kada se pojavila konkurencija,
08:15
that they wanted to recruit
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1790
odlučili su da žele da regrutuju
08:17
a professional enforcement arm.
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2831
profesionalnu izvršnu ruku.
08:19
So they recruited Los Zetas:
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3609
Zbog toga su regrutovali Los Sete,
08:23
an entire unit of elite paratroopers
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jednu celu jedinicu elitne pešadije
08:26
from the Mexican Army.
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3017
iz meksičke vojske.
08:29
They were incredibly effective as enforcers for the Gulf Cartel,
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3706
Oni su bili veoma efikasni
za Zalivski kartel,
za Zalivski kartel,
08:33
so much so that at some point, they decided
193
501048
1888
toliko da su u jednom trenutku
08:34
to just take over the operations,
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2493
odlučili da preuzmu operacije.
08:37
which is why I ask you to never keep tigers as pets,
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3794
Zbog toga ne teba čuvati
tigrove kao ljubimce,
tigrove kao ljubimce,
08:41
because they grow up.
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2641
zato što na kraju odrastu.
08:43
Because the Zetas organization was founded in treason,
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3696
Zato što je ova organizacija
osnovana na izdaji,
osnovana na izdaji,
08:47
they lost some of the linkages to the production and distribution
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515560
2936
izgubili su neke veze
sa proizvodnjom i distribucijom
sa proizvodnjom i distribucijom
08:50
in the most profitable markets like cocaine,
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2207
sa nekim od najprofitabilnijih
tržišta kao što je kokain.
tržišta kao što je kokain.
08:52
but what they did have,
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520703
1290
Ali su imali,
08:53
and this is again based on their military origin,
201
521993
2460
samo na osnovu
njihovog vojnog porekla,
njihovog vojnog porekla,
08:56
was a perfectly structured chain of command
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2847
savršeno struktuiran lanac komande
08:59
with a very clear hierarchy
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2625
sa veoma jasnom hijerarhijom
09:01
and a very clear promotion path that allowed them
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4064
i veoma jasan put progresa
09:05
to supervise and operate across many, many markets
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3822
koji im je omogućavao
da efikasno nadgledaju
da efikasno nadgledaju
09:09
very effectively,
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1642
i rukovode mnogim tržišima,
09:11
which is the essence of what a chain of command seeks to do.
207
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3799
što je osnova postojanja lanca komande.
09:15
And so because they didn't have access
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1289
Zato što nisu imali pristup
09:16
to the more profitable drug markets,
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2335
tržištima sa profitabilnijim drogama,
09:18
this pushed them and gave them the opportunity
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1673
pritisnuli su ih i dali im priliku
09:20
to diversify into other forms of crime.
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da se rasprostrane
na druge vidove kriminala.
na druge vidove kriminala.
09:24
That includes kidnapping, prostitution,
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4055
Ovo podrazumeva kidnapovanje,
prostituciju
prostituciju
09:28
local drug dealing and human trafficking,
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2181
lokalno dilovanje drogama
i trgovinu ljudima,
i trgovinu ljudima,
09:30
including of migrants that go from the south to the U.S.
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3956
u koju spadaju i imigranti
koji idu od juga ka SAD.
koji idu od juga ka SAD.
09:34
So what they currently run is truly
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4248
Ono što trenutno vode
09:38
and quite literally a franchise business.
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3572
je stvarno i prilično
bukvalno jedna franšiza.
bukvalno jedna franšiza.
09:42
They focus most of their recruiting on the army,
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3831
Većina regrutovanja
fokusirana je na vojsku
fokusirana je na vojsku
09:45
and they very openly advertise for better salaries,
218
573890
3077
i veoma otvoreno
reklamiraju bolje plate,
reklamiraju bolje plate,
09:48
better benefits, better promotion paths,
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2698
bolje olakšice, bolje načine unapređenja,
09:51
not to mention much better food,
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579665
1648
a da ne spominjemo bolju hranu
09:53
than what the army can deliver.
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581313
2707
od one koju obična vojska
može da obezbedi.
može da obezbedi.
09:56
The way they operate is that
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1869
Oni deluju na sledeći način.
09:57
when they arrive in a locality,
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1905
Kada stignu u određeni region,
09:59
they let people know that they are there,
224
587794
1751
oni obaveste ljude da su došli
10:01
and they go to the most powerful local gang
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3070
i odlaze kod najmoćnije lokalne bande
10:04
and they say, "I offer you
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2240
i kažu: "Nudim vam da budete
10:06
to be the local representative of the Zeta brand."
227
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3189
lokalni predstavnici brenda Seta".
10:10
If they agree -- and you don't want to know
228
598044
1873
Ako pristanu, a ne želite da znate
10:11
what happens if they don't --
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1743
šta se desi ako ne pristanu,
10:13
they train them and they supervise them
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1687
oni ih obučavaju i nadgledaju
10:15
on how to run the most efficient criminal operation
231
603347
3327
kako bi mogli da vode najefikasnije
kriminalne operacije u gradu
kriminalne operacije u gradu
10:18
for that town, in exchange for royalties.
232
606674
3501
u zamenu za honorare.
10:22
This kind of business model obviously depends
233
610175
1906
Ovaj poslovni model očigledno zavisi
10:24
entirely on having a very effective brand of fear,
234
612081
2397
od postojanja
veoma efikasnog brenda straha.
veoma efikasnog brenda straha.
10:26
and so Los Zetas
235
614478
2373
Prema tome Los Sete
10:28
carefully stage acts of violence
236
616851
2293
pažljivo priređuju aktove nasilja
10:31
that are spectacular in nature,
237
619144
1933
koji su po prirodi spektakularni,
10:33
especially when they arrive first in a city,
238
621077
2800
posebno kad stignu u grad.
10:35
but again, that's just a brand strategy.
239
623877
3234
Ali opet, to je samo
strategija brendiranja.
strategija brendiranja.
10:39
I'm not saying they're not violent,
240
627111
1899
Ne kažem da oni nisu nasilni,
10:41
but what I am saying is that even though you will read
241
629010
1943
ali hoću da kažem da i ako pročitate
10:42
that they are the most violent of all,
242
630953
1863
da su oni najnasilniji od svih,
10:44
when you count, when you do the body count,
243
632816
2963
kada izračunate, kada vidite broj žrtava
10:47
they're actually all the same.
244
635779
3772
svi su oni zapravo isti.
10:51
In contrast to them, the Knights Templar
245
639551
3088
Za razliku od njih, Vitezovi Templari
10:54
that arose in Michoacán
246
642639
1840
koji su se nastali u Mićokanu
10:56
emerged in reaction to the incursion
247
644479
2607
pojavili su se kao reakcija
na invaziju Los Seta
na invaziju Los Seta
10:59
of the Zetas into the state of Michoacán.
248
647086
2535
na državu Mićokan.
11:01
Michoacán is a geographically strategic state
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2917
Mićokan je geogafsko-strateška država
11:04
because it has one of the largest ports in Mexico,
250
652538
2003
zbog toga što je jedna
od najvećih luka u Meksiku
od najvećih luka u Meksiku
11:06
and it has very direct routes to the center of Mexico,
251
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2591
i zato što vodi do centra Meksika
11:09
which then gives you direct access to the U.S.
252
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3066
koji dalje vodi ka SAD.
11:12
The Knights Templar realized very quickly
253
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1539
Vitezovi Templari su ubrzo shvatili
11:13
that they couldn't face the Zetas on violence alone,
254
661737
3508
da ne mogu da se suoče sa Setama
samo u vidu nasilja
samo u vidu nasilja
11:17
and so they developed a strategy
255
665245
2357
pa su razvili stategiju
11:19
as a social enterprise.
256
667602
2779
društveno-odgovornog poslovanja.
11:22
They brand themselves as representative of
257
670381
3000
Oni brendiraju sebe kao predstavnike
11:25
and protecting of the citizens of Michoacán
258
673381
2656
i zaštitnike građana Mićokana
11:28
against organized crime.
259
676037
2298
od organizovanog kriminala.
11:30
Their brand of social enterprise means
260
678335
1731
Njihov brend društveno-odgovornog
poslovanja znači
poslovanja znači
11:32
that they require a lot of civic engagement,
261
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2051
da im je potrebno zalaganje građanstva
11:34
so they invest heavily in providing local services,
262
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4166
prema tome oni mnogo ulažu
u pružanje lokalnih usluga
u pružanje lokalnih usluga
11:38
like dealing with home violence,
263
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3498
kao što je bavljenje nasiljem u kući,
11:41
going after petty criminals, treating addicts,
264
689781
3776
jurenje sitnih kriminalaca,
bavljenje zavisnicima
bavljenje zavisnicima
11:45
and keeping drugs out of the local markets
265
693557
2778
i držanje droga daleko
od lokalnih tržišta
od lokalnih tržišta
11:48
where they are,
266
696335
2480
na kojima se oni nalaze
11:50
and, of course, protecting people
267
698815
1619
i naravno zaštitom ljudi
11:52
from other criminal organizations.
268
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2491
od drugih kriminalnih organizacija.
11:54
Now, they kill a lot of people too,
269
702925
3031
I oni ubijaju mnogo ljudi,
11:57
but when they kill them,
270
705956
2097
ali kad ih ubiju,
12:00
they provide very careful narratives and descriptions
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708068
2900
oni daju temeljne opise i priče
12:02
for why they did them,
272
710968
1252
zbog čega su to uradili
12:04
through newspaper insertions, YouTube videos,
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712220
3963
kroz novine, klipove na Jujtubu
12:08
and billboards that explain that the people who were killed
274
716183
2466
i bilborde koji objašnjavaju
da su ljudi koji su ubijeni mrtvi
da su ljudi koji su ubijeni mrtvi
12:10
were killed because they represented a threat
275
718649
2328
jer su bili pretnja
12:12
not to us, as an organization, of course,
276
720977
1856
ne samo za njih,
kao organizaciju naravno,
kao organizaciju naravno,
12:14
but to you, as citizens.
277
722833
1936
nego i za građane.
12:16
And so we're actually here to protect you.
278
724769
2456
I zato su oni tu, da bi štitili građane.
12:19
They, as social enterprises do,
279
727225
2564
Oni su kao društveno-odgovorno
poslovanje stvorili
poslovanje stvorili
12:21
have created a moral and ethical code
280
729789
1500
moralni i etički kod
12:23
that they advertise around,
281
731289
2369
koji reklamiraju
12:25
and they have very strict recruiting practices.
282
733658
3138
i imaju veoma strogu
praksu regrutovanja.
praksu regrutovanja.
12:28
And here you have the types of explanations
283
736796
1823
A ovo su neki od tipova objašnjenja
12:30
that they provide for some of their actions.
284
738619
3941
koje oni pružaju za svoje postupke.
12:34
They have actually retained access
285
742560
1896
Oni su zapravo zadržali pristup
12:36
to the profitable drug trade,
286
744456
2300
profitabilnoj trgovini drogama,
12:38
but the way they do it is, because they control all of Michoacán,
287
746756
2210
ali zato što imaju kontrolu
nad celim Mićokanom
nad celim Mićokanom
12:40
and they control the Port of Lázaro Cárdenas,
288
748966
2143
i zato što kontrolišu
luku Lazaro Kardenas,
luku Lazaro Kardenas,
12:43
they leverage that to, for example,
289
751109
1802
oni to rade na taj način
što utiču na primer
što utiču na primer
12:44
trade copper from Michoacán that is legally created
290
752911
3557
na trgovinu bakrom iz Mićokana,
koji je legalno proizveden
koji je legalno proizveden
12:48
and legally extracted
291
756468
1400
i legalno izveden
12:49
with illegal ephedrine from China
292
757868
2002
pomoću ilegalnog efedrina iz Kine
12:51
which is a critical precursor for methamphetamines
293
759870
3424
koji je glavni preduslov
za metamfetamin
za metamfetamin
12:55
that they produce, and then they have partnerships
294
763294
2400
koji oni proizvode.
Takođe, oni su u partnerstvu
Takođe, oni su u partnerstvu
12:57
with larger organizations like the Sinaloa Federation
295
765694
2538
sa velikim organizacijama
kao što je Federacija Sinaloa,
kao što je Federacija Sinaloa,
13:00
that place their products in the U.S.
296
768232
2690
koja plasira njihove proizvode
unutar SAD.
unutar SAD.
13:02
Finally, the Sinaloa Federation.
297
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2671
I na kraju, Federacija Sinaloa.
13:05
When you read about them, you will often read about them
298
773593
2198
Kada čitate o njima, najčešće
ćete naći da se o njima piše
ćete naći da se o njima piše
13:07
with an undertone of reverence and admiration,
299
775791
3700
sa skrivenim poštovanjem i divljenjem
13:11
because they are the most integrated
300
779491
1916
zato što su oni najintegrisanija
13:13
and the largest of all the Mexican organizations,
301
781407
2288
i najveća organizacija u Meksiku,
13:15
and, many people argue, the world.
302
783695
3454
a kako mnogi kažu i u svetu.
13:19
They started as just sort of a transport organization
303
787149
2984
Počeli su kao neka vrsta
organizacije transporta
organizacije transporta
13:22
that specialized in smuggling between the U.S.
304
790133
2074
koja se specijalizovala
za krijumčarenje između SAD
za krijumčarenje između SAD
13:24
and the Mexican borders,
305
792207
2125
i meksičke granice,
13:26
but now they have grown
306
794332
1418
ali je sada prerasla
13:27
into a truly integrated multinational
307
795750
3426
u stvarno integrisanu
višenacionalnu organizaciju,
višenacionalnu organizaciju,
13:31
that has partnerships in production in the south
308
799176
2306
koja ima partnerstva
u proizvodnji na jugu
u proizvodnji na jugu
13:33
and partnerships in global distribution
309
801482
3013
kao i u globalnoj distribuciji
13:36
across the planet.
310
804495
2494
širom planete.
13:38
They have cultivated a brand of professionalism,
311
806989
3330
Oni su negovali brend profesionalizma,
13:42
business acumen and innovation.
312
810319
3318
sposobnosti za biznis i inovativnosti.
13:45
They have designed new drug products
313
813637
2099
Stvorili su nove droge
13:47
and new drug processes.
314
815736
1723
i nove procese dobijanja droge.
13:49
They have designed narco-tunnels
315
817459
2218
Osmislili su narko tunele
13:51
that go across the border,
316
819677
1541
koji se pružaju duž granice
13:53
and you can see that these are not
317
821218
1815
i možete videti da oni ne liče
13:55
"The Shawshank Redemption" types.
318
823033
3948
na one iz "Bekstva iz Šošenka".
13:58
They have invented narco-submarines and boats
319
826981
3696
Izumeli su narko podmornice i čamce
14:02
that are not detected by radar.
320
830677
2683
koje radar ne može da detektuje.
14:05
They have invented drones to transport drugs,
321
833360
2563
Izumeli su bespilotne letelice
za prevoz droge,
za prevoz droge,
14:07
catapults, you name it.
322
835923
3286
katapulte, šta god poželite.
14:11
One of the leaders of the Sinaloa Federation
323
839209
2341
Jedan od vođa Federacije Sinaloa
14:13
actually made it to the Forbes list.
324
841550
2438
je dospeo na Forbsovu listu.
14:15
[#701 Joaquin Guzman Loera]
325
843988
1973
[#701 Hoakin Gusman Loera]
14:17
Like any multinational would, they have specialized
326
845961
2905
Kao bilo koja višenacionalna organizacija,
oni su se specijalizovali
oni su se specijalizovali
14:20
and focused only in the most profitable part of the business,
327
848866
2289
i fokusirali samo
na najprofitabilnije delove biznisa
na najprofitabilnije delove biznisa
14:23
which is high-margin drugs like cocaine,
328
851155
2678
sa visokim maržama
kao što su kokain,
kao što su kokain,
14:25
heroine, methamphetamines.
329
853833
2285
heroin i metamfetamini.
14:28
Like any traditional Latin American multinational would,
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Kao i bilo koja tradicionalna latinoamerička
višenacionalna organizacija,
višenacionalna organizacija,
14:30
the way they control their operations
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oni kontrolišu operacije
14:32
is through family ties.
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pomoću rodbinskih veza.
14:34
When they're entering a new market, they send
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Kada uđu na novo tržište,
14:36
a family member to supervise it,
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oni pošalju člana porodice
da ga nadzire
da ga nadzire
14:37
or, if they're partnering with a new organization,
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ili ako uđu u partnerstvo
sa novom organizacijom
sa novom organizacijom
14:40
they create a family tie,
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1420
oni stvaraju rodbinske veze
14:42
either through marriages or other types of ties.
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ili kroz brakove
ili na neki drugi način.
ili na neki drugi način.
14:46
Like any other multinational would,
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Kao i ostale višenacionalne organizacije,
14:48
they protect their brand by outsourcing
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oni kontrolišu njihov brend
angažovanjem spoljnih saradnika
angažovanjem spoljnih saradnika
14:51
the more questionable parts of the business model,
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za sumnjivije delove njihovog
poslovnog modela,
poslovnog modela,
14:54
like for example, when they have to engage
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na primer kada dolazi do nasilja
14:56
in violence against other criminal organizations,
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sa drugim kriminalnim organizacijama,
14:58
they recruit gangs and other smaller players
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oni regrutuju bande i druge male igrače
15:02
to do the dirty work for them,
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da obavljaju prljave poslove za njih.
15:04
and they try to separate their operations
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Takođe pokušavaju
da odvoje svoje operacije
da odvoje svoje operacije
15:05
and their violence and be very discrete about this.
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od nasilja i veoma su diskretni
po ovom pitanju.
po ovom pitanju.
15:09
To further strengthen their brand,
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Kako bi još više ojačali svoj brend,
15:12
they actually have professional P.R. firms
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oni imaju profesionalne PR timove
15:14
that shape how the press talks about them.
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koji oblikuju način
na koji mediji govore o njima.
na koji mediji govore o njima.
15:17
They have professional videographers on staff.
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Za njih rade i profesionalni snimatelji.
15:20
They have incredibly productive ties
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Imaju neverovatno produktivne veze
15:23
with the security organizations
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sa bezbednosnim organizacijama
15:24
on both sides of the border.
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3412
sa obe strane granice.
15:28
And so, differences aside,
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Prema tome, razlike na stranu,
15:30
what these three organizations share
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ono što ove tri organizacije dele
15:34
is on the one hand, a very clear understanding
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3640
je s jedne strane, jasno shvatanje
15:38
that institutions cannot be imposed from the top,
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3084
da se institucijama ne može
upravljati sa vrha
upravljati sa vrha
15:41
but rather they are built from the bottom up
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već da se one moraju
graditi sa dna ka vrhu,
graditi sa dna ka vrhu,
15:44
one interaction at a time.
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3283
jednom po jednom interakcijom.
15:47
They have created extremely coherent structures
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2421
Stvorili su veoma povezane strukture
15:49
that they use to show the inconsistencies
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937854
2834
koje koriste kako bi pokazali
nedoslednosti
nedoslednosti
15:52
in government policies.
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u politici vlade.
15:56
And so what I want you to remember from this talk
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Ono što hoću da zapamtite
iz ovog govora
iz ovog govora
15:59
are three things.
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su tri stvari.
16:00
The first one is that drug violence
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948735
3056
Prva je da je nasilje zbog droge
16:03
is actually the result
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1877
zapravo rezultat
16:05
of a huge market demand
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3251
potražnje ogromnog tržišta
16:08
and an institutional setup that forces
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i institucionalnog sklopa
koji primorava
koji primorava
16:12
the servicing of this market to necessitate violence
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3126
servisiranje ovog tržišta
da koristi nasilje
da koristi nasilje
16:15
to guarantee delivery routes.
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4045
kako bi garantovao puteve isporuka.
16:19
The second thing I want you to remember
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Druga stvar koju hoću da zapamtite
16:21
is that these are sophisticated,
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1946
je da su te sofisticirane,
16:23
coherent organizations
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skladne organizacije
16:26
that are business organizations,
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974535
1958
poslovne organizacije
16:28
and analyzing them and treating them as such
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1919
i takvo njihovo analiziranje i tretiranje
16:30
is probably a much more useful approach.
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je najverovatnije
mnogo korisniji pristup.
mnogo korisniji pristup.
16:33
The third thing I want you to remember
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Treća stvar koju želim
da zapamtite
da zapamtite
16:35
is that even though we're more comfortable
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1428
je da iako nam je lakše
16:37
with this idea of "them,"
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2523
da kažemo da su to "oni".
16:39
a set of bad guys separated from us,
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987888
2741
grupa zlikovaca koja nije
povezana sa nama,
povezana sa nama,
16:42
we are actually accomplices to them,
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2977
mi smo zapravo njihovi saučesnici
16:45
either through our direct consumption
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2389
ili direktnom potrošnjom
16:47
or through our acceptance of the inconsistency
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4072
ili prihvatanjem neskladnosti
16:52
between our policies of prohibition
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1000067
2268
između naše politike prohibicije
16:54
and our actual behavior of tolerance
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2948
i naše tolerancije
16:57
or even encouragement of consumption.
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1005283
4224
ili čak ohrabrivanja potrošnje.
17:01
These organizations service, recruit from,
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1009507
4020
Ove organizacije opslužuju
naše zajednice, regrutuju iz njih
naše zajednice, regrutuju iz njih
17:05
and operate within our communities,
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2328
i operišu unutar njih.
17:07
so necessarily, they are much more integrated
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2418
Prema tome, one su
mnogo više integrisane
mnogo više integrisane
17:10
within them than we are comfortable acknowledging.
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4470
unutar njih nego što smo
mi spremni da priznamo.
mi spremni da priznamo.
17:14
And so to me the question is not whether
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1022743
2865
Pitanje je zato,
ne da li će ove sile
ne da li će ove sile
17:17
these dynamics will continue the way they have.
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1025608
3281
nastaviti da rade ono
što su do sada radile.
što su do sada radile.
17:20
We see that the nature of this phenomenon
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1028889
2765
Možemo videti da priroda
ovog fenomena
ovog fenomena
17:23
guarantees that they will.
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2468
garantuje da hoće.
17:26
The question is whether we are willing to continue
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2880
Pitanje je da li smo voljni
da nastavimo
da nastavimo
17:29
our support of a failed strategy
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4606
sa podrškom ove propale strategije,
17:33
based on our stubborn, blissful, voluntary ignorance
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5507
zasnovane na našem tvrdoglavom,
blaženom, svojevoljnom neznanju
blaženom, svojevoljnom neznanju
17:39
at the cost of the deaths of thousands of our young.
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4961
na račun smrti hiljada naših mladih.
17:44
Thank you.
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Hvala vam.
17:45
(Applause)
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1053807
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(Aplauz)
ABOUT THE SPEAKER
Rodrigo Canales - Business professorRodrigo Canales wants to understand how individuals influence organizations or systems--even those as complex as the Mexican drug cartels.
Why you should listen
Rodrigo Canales is an associate professor of organizational behavior at the Yale School of Management. There, he researches the role of institutions in entrepreneurship and economic development. More specifically, he focuses on how individuals can change organizations and systems--how their backgrounds, professional identities and roles affect how they relate and act in business.
Canales teaches the core MBA course on innovation at Yale, sits on the steering committee of the Dalai Lama Center for Ethics and Transformative Values at MIT and advises several startup companies in Mexico. He earned his MBA and Ph.D. from the MIT Sloan School of Management.
Rodrigo Canales | Speaker | TED.com