32_Cultural Differences Between Countries The Brazilian and the.pdf

The communication between people with different

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in business. The communication between people with different linguistic and cultural backgrounds and an ever growing number of contacts characterize the world today. The contacts in areas like business
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Proceedings of the 7th International Conference on Innovation & Management · 1991 · need to be as constructive and precise as possible, so that this communication effort can take place. We can conclude that the Chinese and the Brazilian companies can have different perspectives on Sino-Brazilian business. The firms will also be capable of better evaluating the role that culture can play in business. The number of areas where business people can face challenges is demonstrated in the above examples of differences in culture, business practices, business etiquette and protocol. The Brazilian society’s low level of tolerance for uncertainty is demonstrated by its score for Uncertainty Avoidance (UAI) of 76, using the Hofstede Cultural dimensions for analysis. Brazil’s index is 38 for Individualism (IDV), and this can be seen in a close long-term commitment to the group, such as (extended) family or relationships. As seen above, in a collectivist culture loyalty is paramount, over-riding most other societal rules. On the other hand, China’s Long-term Orientation (LTO) index is 118, which indicates this society's time perspective and attitude of persevering. Unlike Brazil, China ranks at 20 in Individualism (IDV). The high emphasis on a collectivist society may partially explain this. The low Individualism ranking shows an even more intense group loyalty and relationship than in Brazil. Everyone takes responsibility for fellow members of their group, and strong relationships are fostered by the society. A high level of inequality of power and wealth within the society is present in both countries, where this condition is accepted as a cultural heritage. When it comes to doing business, major similarities and differences between Brazilian and Chinese societies were found, especially on the way to address someone, to develop relationships, how to exchange cards, body language, interruptions, collectivism and individualism, among others. Studying cultural similarities and differences can have a positive and constructive effect on Sino-Brazilian business. Developing better relationships and doing business more successfully are the possible benefits of understanding the diversity of Brazilian society as well as its unique values and attitudes. By cultivating close personal relationships and building trust, one can increase his/ her chances of successful business in Brazil. One may not forget the strong European heritage in Brazil, which makes the country more direct and holding a specific mindset. As for China, understanding this country’s business culture is critical, given its distinct cultural differences from the rest of the world, given its unique dynamic relation among elements, indirect ways and pragmatism, just to name a few. In China
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