COUNTRY GROUP LIST B - BRAZIL
Plus points:
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One of the BRICs -is a huge and emerging country so interesting to study.
Lots of research available to draw from.
Foreign business women are treated fairly and with respect which but it is still
unusual to find senior female managers at the top.
Brazil very image conscious.
Although a 'feminine' country (where employee wellbeing is seen as
important, and there is a 'work to live' mentality) she still may find it quite a
sexist environment.
Brazilian men may not allow a woman to pay for a lunch or dinner which she
might appreciate, or not! WorldBusinessCulture.com 2011.
HIGH CONTEXT CULTURE (Hall and Hall). People from such cultures ask a
lot of questions and aren't used to working along. May need their "hand held"
to complete a task. This might annoy her if she comes from a low context
culture.
Language is Portuguese which adds an interesting element, although many
senior and middle ranking Brazilian business executives speak excellent
English.
Nepotism (employing family members) is high so how will lady manager
ensure tasks are of high quality?
Brazilians prefer to do business with people they know rather than strangers
so might take longer for someone from individualistic country to adjust to.
Business ethical behaviour isn't rated very high, 94th out of 139 countries so
unless she comes from a country with high corruption, how will she adapt?
Negative point:
 Perhaps as a BRIC, it may be regarded as a bit of an obvious choice?
Other considerations:
Hofstede website http://www.geert-hofstede.com/index.shtml.
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PDI Power Distance = high which means most decisions are made by those
at the top and subordinates have little influence.
IND Individualistic = medium/low which means that Brazil is a collectivist
society and workers put the needs of a group before those of individuals.
Quite a difference to the UK attitude, which is individualistic.
MAS Masculinity = medium to low. The attitude is more of a work to live
attitude. there is work/life balance. A feminine country.
UAI Risk Avoidance = high. Organisations are risk adverse. A controlled
environment.
LTO Long term orientated = High which means that most business and life
decisions are made for the long term.
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Other facts
High cultural diversity
Society is driven by family values
Low, middle and upper classes, defined by economics and skin colour
poverty and wealth
Prefer to have face to face meetings rather than written/email communication.
Well dressed in the business environment
Meetings are informal and often interrupted.
Quite high levels of women in workforce (but mostly low paid) 80th out of 139
countries.
Staff training not seen as a high priority 53rd out of 139
Willingness to delegate medium 43 out of 139