GLOBAL COMMERCE IMMERSION:
DOING BUSINESS IN BRAZIL
COMM 4699
Professor Amanda Cowen
Spring 2015
NOTE: This is a tentative syllabus. These were the reading assignments & speakers for 2014; some
will likely change for the upcoming year.
Course Overview
Over the past two decades, aggressive economic and political reforms have facilitated Brazil’s ascent as
one of the great success stories of the developing world. Brazil currently ranks as the world’s 6th largest
economy and one of its most important emerging markets. Brazil stands poised to assume even greater
visibility on the international stage—it recently hosted the 2014 World Cup and will welcome the
Summer Olympics to Rio de Janeiro in 2016.
This course offers an intensive survey of the current business environment at this unique time in
Brazil’s history. We will take an interdisciplinary approach to understanding this market by examining
its cultural, political, economic, and geographic characteristics. Our focus will be on the interdependence
between these factors, and analyzing what implications they have for both business opportunities and
management practices. Through classroom discussions, business meetings, and cultural immersion
experiences, students will develop a more sophisticated understanding of the Brazilian market, and the
professional competencies needed to conduct business in an international context.
The key learning objectives of the course are:
 To better understand the Brazilian economy
 To analyze the implications of national context for business opportunities and management
practices
 To construct knowledge regarding how to do business—both as a professional and as an
organization—in a cross-cultural context
Course Materials
You will need to purchase the following books. They are available on Amazon or through other major
booksellers. You are welcome to purchase print or digital (e.g., Kindle) editions. For your convenience, I
have included Amazon’s prices as of November 2013.
 Brazil on the Rise: The Story of a Country Transformed by Larry Rohter (Paperback:
$13.37; Kindle: $8.89)
 Redefining Global Strategy: Crossing Borders in a World Where Differences Still Matter
by Pankaj Ghemawat (Hardcover: $21.19; Kindle: $17.60)
 Global Dexterity: How to Adapt Your Behavior Across Cultures Without Losing
Yourself in the Process by Andy Molinsky (Hardcover: $17.52; Kindle: $11.99)
Selections from The Economist and other media outlets are posted on Collab.
** Assigned articles (not book chapters) may change in response to current events or at the
request of our guest speakers. I will do my best to alert you to these changes; however, please
always double-check the week’s reading assignment on Collab.
Key Dates
DEC TBA
JANUARY 19
JANUARY 23
FEBRUARY 18
FEBRUARY 23
FEBRUARY 25
MARCH 2
MARCH 4
MARCH 7
MARCH 15
APRIL 1
Post-acceptance meeting (re: travel logistics)
Submit briefing topic preferences (via Collab link) by 9 am
Briefings assigned
On-site visits assigned
Briefings due (via email) by 9 am
Presentation day #1
Visit preparation packets due (via email) by 9 am
Presentation day #2
Depart for Brazil (São Paulo)
Return from Brazil (Rio)
Post-trip meeting & reflection assignment due
On-Grounds Session Schedule
Our pre-departure sessions will be held on Wednesday evenings from 5-7 pm. Some sessions may not
be scheduled for the full two hours; however, you should plan to be available for the entire time slot. We
will meet in Robertson Hall 258. Please be sure to arrive promptly.
JANUARY 14
Introduction
 Course logistics
 Global strategy & CAGE framework
 Business strategy primer (Non-COMM students only)
Readings:
 Redefining Global Strategy: Chapters 1 & 2
 Brazil on the Rise: Introduction, Chapters 9-10 & Postscript
 “Special Report on Brazil”, The Economist, Sept 28, 2013 (Collection of 9 articles)
 Non-COMM only (posted on Collab):
o Foundations of Business Strategy video
o Strategist’s Toolkit: Intro, Five forces analysis & Capabilities analysis
Notes:
Comm majors/graduates may leave after the course intro material. Non-Comm students should
plan to stay for the entire session so that we can cover some basics of business strategy.
Briefing topics distributed. Submit briefing topic preferences (via Collab link) by
Monday, January 19 at 9 am.
JANUARY 21
Administrative Perspective
 Macroeconomics & trade policy
Readings:
 Brazil on the Rise: Chapters 1, 6 & 7
 “US-Brazil Trade and Investment Relationship” testimony
 Country Commercial Guide for Brazil, sections:
o Market overview
o Selling US goods and services
 IMF report / “Brazil—Key issues in 2014,” Economist Intelligence Unit, Jan 2,
2014
Notes:
Guest speakers: Daniel Crocker, Exec Director for Western Hemisphere, US Dept of Comm
Maria Cameron, Brazil Desk Officer, US Dept of Commerce
Braeden Young, Brazil Desk Officer, US Dept of Commerce
Briefings assigned. Due Monday, February 23 at 9 am via email.
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JANUARY 28
Cultural Perspective
 Brazilian culture
 Professionalism & cross-cultural contexts
Readings:
 Global Dexterity: Chapters 1-5 & Conclusion
 Brazil on the Rise: Chapters 2-5
 “The Edenic motif,” Revista Brasileira de Ciencias Sociais, 2000
 Country Commercial Guide for Brazil, “Business travel information”
 “Business culture in Brazil,” www.worldbusinessculture.com
Notes:
Guest speaker: Eli Carter, Assistant Professor of Portuguese
FEBRUARY 4
Local Perspectives
 Pre-departure orientation
Readings:
 “Rio or São Paulo?” The Economist, Sept 3, 2011
 Austral city guides
Notes:
Guest panelists: members of the Brazilian Students Organization
FEBRUARY 11 Economic & Cultural Perspectives
 Brazilian consumers and CPG marketing
 Pre-departure orientation, part 1
Readings:
 Redefining Global Strategy: Chapters 4-6
 “The expanding middle,” The Economist; Nov 10, 2012
 Additional readings to be posted on Collab
Notes:
Guest speaker: Ana Sanchez, Director, Latin American division, Colgate Palmolive
FEBRUARY 18 Geographic Perspective
 Implications of Brazilian geography
 Timber & investment opportunities
Readings:
 Brazil on the Rise: Chapter 8
 The Brazilian Economy: Chapter 13
 “Prisoners of geography,” Foreign Policy, January 1, 2001
 “The geopolitics of Brazil,” InvestorsInsight.com
 “The final frontier,” The Economist, 2007
Notes:
Guest speaker: Gerrity Lansing, Head of Timberland Merchant Banking, BTG Pactual
On-site visits assigned. Meeting agendas due via email on Monday, March 2 by 9
am.
FEBRUARY 25 Student Presentations
Readings:
 Student briefings #1-5
Notes: None.
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MARCH 4
Student Presentations
Readings:
 Student briefings #6-10
Notes: None.
Travel Dates
MARCH 8-MARCH 11: São Paulo
MARCH 11- MARCH 14: Rio de Janeiro
Our in-country activities will begin in the late morning on Sunday, March 8 in São Paulo, Brazil. You
will need to depart from the US the day before (March 7) to arrive in time. Our program ends at 1 p.m.
on Saturday, March 14 in Rio de Janeiro. There are a number of flights that depart in the evening
from Rio; you will arrive back in the US the following day (March 15).
IMPORTANT: A visa is required for US citizens to enter Brazil. Students are required to secure their
own visas and to purchase their own international flights. Transfers to/from the airports will be
provided for students arriving/departing at designated times. If you choose to travel at other times, you
will be responsible for arranging your own airport transportation. Airfare for the domestic flight
between São Paulo and Rio (and associated airport transfers) is included in the cost of the program.
Language Resources
No prior knowledge of Portuguese is required for this course. Nevertheless, it is good professional
practice to learn basic phrases used in introductions, etc. when doing business in another country. This
makes navigating day-to-day interactions easier and, more importantly, helps to communicate interest
and respect in cross-cultural contexts. All students are expected to be able to introduce themselves and
thank our hosts (in Portuguese) during company visits and other events we attend in Brazil. I encourage
you to consider learning a bit more—it really added to students’ enjoyment of the trip last year.
Here are some language resources that may be helpful:
 Duolingo (free language software; apps available for iPhone and Android)
 Travel Linguist Channel on Youtube (free; videos cover basic Portuguese greetings and
vocabulary)
 Rosetta Stone (paid language software; available online or at Barnes & Noble)
 Learning Brazilian Portuguese by Fernanda Ferreira (~$15; available at Amazon.com)
 Portuguese “Language Jumpstart” program at UVa ($60). Usually offered over 1 weekend in
February here on Grounds. Contact the International Center for more details.
 Classmates from Brazil or others who have studied Portuguese
McIntire School of Commerce Honor Statement
The McIntire School of Commerce relies upon and cherishes its community of trust. We endorse and
uphold the University’s Honor principle that students will not lie, cheat, or steal, nor shall they tolerate
those who do. We recognize that even one honor infraction can destroy an exemplary reputation that
took years to build. Acting in a manner consistent with the principles of honor benefits every member of
the community while enrolled in the McIntire School and in the future.
We trust every student to comply fully with all provisions of the UVa Honor System. By enrolling in
this course, you agree to abide by and uphold the Honor System of the University of Virginia, as well as
the following policies:

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All graded assignments must be pledged.

You may not access any notes, study outlines, problem sets, old exams, answer keys, or
collaborate with other students without explicit permission.
When given permission to collaborate with others, do not copy answers from another student.
Always cite any resources or individuals you consult to complete an assignment. If in doubt,
cite the source.
All suspected violations will be forwarded to the Honor Committee, and, at our discretion, you
may receive an immediate zero on that assignment regardless of any action taken by the Honor
Committee.
If you have a question about what is or is not permitted on an assignment, you should clarify
your question with the professor prior to doing the work.




If you believe you may have committed an Honor Offense, you may wish to file a Conscientious
Retraction (“CR”) by calling the Honor Offices at (434) 924-7602. For your retraction to be considered
valid, it must, among other things, be filed with the Honor Committee before you are aware that the Act
in question has come under suspicion by anyone. More information can be found at
www.virginia.edu/honor.
If you have questions regarding the course honor policy, please contact me. If you have questions about
your Honor System or would like to report your suspicions of an Honor offense, please contact McIntire
Honor Representatives, either Patrick Shikani (pas2fd@virginia.edu) or William Dantzler
(wld4fm@virginia.edu).
Assignments & Grading
Course participation is essential to the learning objectives of this class, and will comprise nearly
half of your grade. Students are expected to actively participate in discussions both in class and during
our company/cultural visits. Our hosts take the time to meet with us because they enjoying interacting
with students and learning from your perspectives. Your contributions are critical to fostering
constructive, engaging conversations. Participation will be evaluated daily using McIntire’s standard 5point scale.
Participation
Grade
3
Exceptional
contribution to
class discussion and
learning
2
Meaningful
contribution to
class discussion
1
Basic contribution
to class discussion
0
-1
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Criteria
Did not participate
or excused absence
Unprofessional
behavior or
unexcused absence
Example(s)
These are insightful comments or questions that go beyond the
readings, cases, or class discussion and offer new ideas. They
move the class thinking to a higher level or require the student
to take a real risk (e.g., student speaks up to persuasively and
respectfully disagree when there seems to be consensus in the
room, is willing to ask the “stupid” question, etc.).
Comments that demonstrate thoughtful preparation and
attention to the readings, cases, or class discussion. They move
the class forward by providing useful analysis or raising relevant
questions.
Comments that offer facts from readings but provide little or no
analysis.
Did not speak in class; absent from class with prior approval.
Inappropriate, disruptive, disrespectful, or distracting behavior
or comments; absent from class without prior approval; late to
class.
Both quantity and quality are important. High quality participation reflects careful preparation,
thoughtfulness, and a willingness to experiment with new ideas. It is not necessary to always be
“correct.” However, a key goal of this course is to build your ability to operate professionally in a crosscultural context. Any conduct that is inconsistent with professional norms (e.g. tardiness, overt
disengagement, inappropriate attire, etc.) will negatively affect your participation grade.
There will also be three graded assignments. For the briefing assignment, students will work in
teams. You will be asked to analyze one aspect of the Brazilian business environment (e.g., energy
sector, urbanization) using the framework and ideas introduced in the course. Teams will submit a
written report and give a 20 minute presentation (using Powerpoint/Prezi) to the class on their
analysis.
In February, student teams will be given more information about the on-site visit that pertains most
closely to their topic. Prior to departure, each team will submit a “visit preparation packet” that
summarizes key information about the organization, includes pdfs of relevant company/industry
articles, and highlights key issues/questions that should be explored during our visit. Once on site, each
student team will be the lead representatives of our group during our visit to that group’s assigned
organization.
Students are expected to keep a detailed journal or blog during our travels. While I will not
collect these, they will be needed for the reflection assignment due following our return. This
assignment asks you to create a “digital story” that integrates course themes with your recent travel
experiences. More information regarding this assignment will be distributed prior to departure.
Your final course grade will be based on the following criteria:
Class participation (on Grounds)
On-site participation
Briefing assignment
 Report
 Presentation
Visit prep packet (& onsite duties)
Reflection assignment
20%
25%
20%
15%
10%
10%
This promises to be an intense, but very exciting, course. I look forward to learning and traveling with
you! Please feel free to contact me at any time (acowen@virginia.edu) if you have questions or concerns.
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