might be easier to start a business if you are a local. Because you need to understand the culture, the language, and th e ‘jeitinho’ which is the Brazilian way of doing things” . She considers that a very important factor to develop its business in Brazil is also to know and understand how to get around the rules and laws implemented. “There is always a way to get around them. And foreigners do not know about those ways which makes it more difficult for them to develop their business. So, entrepreneurs and companies that come from abroad, they always try to find a local partner to be able to help them in those steps”. Cultural She sees the influence of the cultural factors on the business activities primarily in term of punctuality, time and schedule management. “ Very often business meetings are delayed or reported because people are late. In São Paulo, you blame the traffic which is insane. But Brazilians have a hard time to adapt to time and schedule. It does not work in Brazil” . She sees a big difference with the Swedish culture she grew up in where “scheduling and being on time is very and much more important” . Otherwise, she appreciates the spontaneity that is characteristic to the Brazilian culture. Moreover she believes that Brazilians are much more willing to take risks than in other culture - as the Swedish culture. “In Sweden, people evaluate more the risks, they do planning, foreseeing, forecasting and everything. Here, I have not seen it in my company. Everyone just takes it day to day” . Entrepreneurship friendly business environment? She believes that Brazil has an entrepreneurship friendly environment because the economic situation pushes the new venture creation. However the bureaucracy is a too big obstacle for entrepreneurs to feel comfortable starting a business in Brazil, even if government encourages people to start their own business with rewards. She believes that people in Brazil have “the entrepreneurial spirit” since a lot of company open up every day. But the paperwork makes it difficult and heavy in term of time and finance since then entrepreneurs “have to work with additional partners and companies such as notary
66 to be formal” , and it might also “frighten people” and influence them to not start a business “because it is a lot of things to do” . Thanks to her experience in Sweden, she sees the biggest difference between the two business environment in the bureaucracy and legal terms to start a business. Especially in term of time. If she could have started a business in few minutes using internet in Sweden and close it quite easily when needed, it takes years in Brazil to start and close a business. However she believes in the organizations and governmental actions to improve the entrepreneurship opportunities in Brazil. “They are investing in pe ople, in entrepreneurs, incentivize people to start their own business” . But she considers that it is not visible enough yet and that internal problems as corruption are still on the way and impedes improvement.