Cultural awareness concepts and applications

¶ … Business in Brazil: A Crash Course

When working as a team with Brazilians, it is important to remember that Brazilians value flexibility. They adapt to new problems and develop new situations as they go. They have two phrases that cover this: jeitinho, which means something akin to "winging it," and cintura, which refers to a wrist movement and indicates flexibility (Gateway to Brazil).

That said, Brazilians have their own way of dressing for business, their own style of business etiquette, and unique ways of communicating.

DRESSING FOR SUCCESS

In Brazil, a three-piece suit says "executive, while a two-piece suit means "office worker." In Brazil, people pay attention to the hands. Make sure yours are manicured and in good shape (Hofstede, 2003). Men should wear the best suits and ties they can afford, and women should look to "European chic" when choosing how to dress (Cross-cultural Maria).They should avoid frilly or fussy clothes. Skirts are short, and many women wear sandals without stockings to work as a concession to the climate. Wear more conservative shoes and stockings the first day and note how the other women in your position dress. Ask Brazilian women for advice. Again because of the hot, humid climate, women wear little makeup during the day (Cross-cultural Maria). Even in very hot weather, men should carry the jacket to their suit with them (Gateway to Brazil). In Brazil, wearing a tie with a short-sleeved shirt is a wardrobe faux pas (Cross-cultural Maria).

Business ETIQUETTE

Brazilians have strong opinions about business etiquette. Building personal relationships are very important, and this makes introductions important. Brazilians want to build good working relationships with individuals overtime, so avoid having a different person contact the same Brazilian executive each time. Brazilians connect with the person first and then the business the person represents (Gateway to Brazil). Having a Brazilian introduce you to other Brazilian business leaders is an effective way to open doors (Cross-cultural Maria). Once introduced, do not address the other person by his or her first name unless that person invites you to use it. Brazilians are status conscious and rank and position within a company count (Cross-cultural Maria). Because of this, a person's business title is important (Hofstede, 2003).

In addition, make your appointments with others as far in advance as possible. Do not make impromptu visits to offices as it is considered rude (Hofstede, 2003).

In the United States, two business people often sit down and immediately start discussing business, but Brazilians view it as rude and aggressive. Socializing is an important part of business meetings, and Brazilians feel that people should know each other before "talking business" (Cross-cultural Maria). This is also true of telephone calls. Even on the phone, social chit chat comes before business (Hofstede, 2003). Because of that, wait for the other person to change the subject from "getting to know you" to "getting down to business." (Hofstede, 2003) In the big cities (San Paulo, Rio de Janiero), people generally expect meetings to start on time (Hofstede, 2003).

Brazilians shake hands, often in an extended way, at the beginning and the end of an encounter. If there are several people, shake hands with everyone and make eye contact (Hofstede, 2003).

MEALS AND ENTERTAINING

For business purposes, restaurants are typically used instead of a person's home (Hofstede, 2003). The noon meal is the biggest meal, and dinner is likely to be lighter. However, if you are entertained at home, send flowers to the hostess the next day with a thank you note (Hofstede, 2003). However, do not send purple flowers, because purple flowers are associated with funerals in Brazil (Hofstede, 2003).

When eating out, never eat with your bare fingers. Brazilians use forks and knives for French fries and pizza. When eating a sandwich, they wrap it in a napkin. People who do not do these things look unsophisticated (Cross-cultural Maria).

CONVERSATION

Since relationships are so important in Brazil, it shouldn't be a surprise that Brazilians enjoy animated conversations. They talk with their hands, and the person who interrupts conversation is seen as enthusiastic rather than rude (Hofstede, 2003). However, some topics are "safer than others. Soccer (a national passion), family, and children are all good topics. However, avoid bringing up anything political, poverty, religion, the rain forest, and... Argentina (Hofstede, 2003).