32_Cultural Differences Between Countries The Brazilian and the.pdf

Different cultural groups think feel and act

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also as conditioning influences upon further action. Different cultural groups think, feel, and act differently, and there is no scientific standard for considering one group as intrinsically superior or inferior to another. Therefore, a position of cultural relativism is presupposed in the study of cultures. Judgment and action should be preceded by information about the nature of cultural differences between societies, their roots, and consequences. When the parties understand the reasons for the differences in viewpoints, the negotiation is more likely to succeed. When it comes to international business and culture, contact between societies may affect cultures, and produce or inhibit social changes in cultural practices. Understanding cultural differences is essential in the modern society. How people from many cultural backgrounds communicate, in similar and different ways, internally and externally, is the object of study of cross-cultural communication. Understanding cultural differences will help ensure that communication across borders is effective and that business transactions are successful. 2 Cultural Aspects of Doing Business in Brazil Brazil is characterized by a diverse culture and geography, and historically it has been the source of important natural resources in its 510 years of history. It is the largest country in South America in both population (approximately 190 million) and area (8, 5 million square kilometers), and its culture is a fusion of Portuguese, African and indigenous influences, resulting in a rich and distinct culture. One
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Proceedings of the 7th International Conference on Innovation & Management · 1987 · could say that the family is the foundation of the social structure and forms the basis of stability for most people. Although family size has been diminishing in recent years, families tend to be large and the extended family is quite close. In order to guarantee success when doing business in Brazil, we here list some important cultural aspects of this society: Before the Brazilians can work effectively, they need to know who they are doing business with; It is not recommended to rush the relationship-building time. It is better to wait for the Brazilian part to raise the business subject. Expect to spend time when negotiating with Brazilians; Face-to-face meetings are preferred to written communication, although when it comes to business agreements, Brazilians value detailed legal contracts; They attach more importance to the individual they deal with than to the company; As the Brazilians are more comfortable doing business with people and companies they know, questions about the company are expected; Normally the highest-ranking person is the one who makes the decisions. This makes evident what hierarchical business is like in Brazil; Men greet by shaking hands, with a steady eye contact. This could be done as an inter-gender greeting, too; Kissing is a usual greeting for women. Brazilian friends often do hugging and backslapping, too;
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