JacksonMarketing
“original.loyal.professional.”
Successful Business Relations
Business Practices in Brazil Compared to America
Prepared for Ms. Duke, Business Communication Professor
December 3, 2012
Tricia Jackson
Jackson Marketing, LLC
I
Successful Business Relations
Business Practices in Brazil Compared to America
II
III
JacksonMarketing
“original.loyal.professional.”
Memorandum
To: Ms, Linda Duke, Business Communication Professor
From: Tricia Jackson, Advisor
Subject: Successful Business Relations
Date: December 3, 2012
Below is the written report you had requested regarding business communication practices in Brazil
compared to practices in America. It was found through research that there are many similarities
between the two cultures, yet some very distinct differences that should be taken into consideration
before beginning a business relationship. Should you need any further information on this topic/
have any questions please contact me either by phone or email.
Tricia Jackson
(314)276-5450
Tmjackson@owls.williamwoods.edu
IV
JacksonMarketing
“original.loyal.professional.”
Contents
I
Memorandum .......................................................................................................................................... IV
Executive Summary.................................................................................................................................. VI
I.
Intro................................................................................................................................................. VII
II.
Meetings ......................................................................................................................................... VII
III.
Language .................................................................................................................................... VIII
IV.
Women in the Workforce ............................................................................................................ IX
V.
Face-to-Face Communication .......................................................................................................... IX
Face-to-Face Communication (Cont). ....................................................................................................... X
VI.
Attire ............................................................................................................................................. X
VII.
Negotiating................................................................................................................................... XI
VIII.
Conclusion .................................................................................................................................... XI
IX.
Recommendation........................................................................................................................ XII
References ............................................................................................................................................. XIII
V
JacksonMarketing
“original.loyal.professional.”
Executive Summary
The purpose of this report is to compare the primary differences and similarities in business
practices in the two countries, Brazil and America. The goal of this report is to improve
standing relationships and create healthy new relationships in the future.
The topics that are covered in this material include meetings, language, face-to-face
communication, attire, women in the workforce, and negotiating.
After investigating these topics, The Jackson Marketing team has come to a conclusion that
preparation sessions should be put into practice for any employees doing business with
Brazilian clients. This can avoid any miscommunications and avoid any disrespect in the future.
VI
Figure 1 (left) is the American flag. Figure 2 (right) is the Brazilian flag.
I.
Intro
Brazilians need to know who they are doing business with before they can work effectively. The
individual they deal with is more important than the company. This means that personal
relationships are key to successful business relationships. In order to gain and keep these
relationships, effort must be made to understand the cultural diversities. Since this is a group
culture, it is important that you do not do anything to embarrass a Brazilian as this could be
detrimental to the health of your relationships.
II.
Meetings
It is common for business appointments to be scheduled on short notice, but it is advised to
make them 2 to 3 weeks in advance (In This Section: Business Culture in Brazil). Meetings in
Brazil are kept informal; however American business meetings are kept formal and do not stray
from the topic. Do not appear to be in a hurry to end any small talk before a meeting in Brazil;
your tone can put off any relationship development. In American settings, the amount of small
talk should be kept at a minimum to keep focus on the topic of the meeting (Flatley, Lentz,
Rentz). In larger cities in Brazil, do not worry to be a few minutes late, but this is not the same
in America. It is advisable to show up 5 to 10 minutes early to a meeting.
VII
Figure 3 is a population density graph of Brazil. Notice the darker areas are more heavily
populated and are places where lateness is not nearly as frowned upon.
III.
Language
When visiting Brazil, plans to bring a translator along must be made ahead of time.
Most higher executive employees will speak fluent English, but this should not be assumed for
everyone you meet. Unless you have a background in the Brazilian Portuguese language, a
translator would be a wise decision. Another note to remember; Brazilians are very proud of
their uniqueness when it comes to South America. This means do not assume that the people
you meet will know Spanish as they may take offense to this (Brazil - Cultural Etiquette). The
Portuguese language spoken in Brazil is not the same as the Portuguese spoken in Portugal; just
as English spoken in America differs from English in the United Kingdom.
Figure 4 is a list of Portuguese accent
codes for a PC. You may find these
useful when writing letters, emails,
memorandums, etc.
VIII
IV.
Women in the Workforce
It is always good to know who you will be working with in any setting. Women make up
40% of the Brazilian workforce; however they are typically found in lower paid jobs such as
teaching, administrative support, and nursing (Female Power). The Brazilian 1988 constitution
prohibits discrimination against women, but inequities still exist. The one place where women
are achieving equality is in the government. On the other hand, America has made a
tremendous breakthrough in gender equality over the past 50 years. Women now make up
almost half of American workers (49.9% in October). They run some of the world's best
companies, such as PepsiCo, Archer Daniels Midland and W.L. Gore (Von Anders).
Figure 5 is a graph
comparing men and
women’s attitudes
towards the changing
views and opinions of
the changing role of
women in the
workforce.
V.
Face-to-Face Communication
Similar too many Latin countries, oral communications are the preferred way of
communication in Brazil. If communication must be made in the form of writing or emails, it is
good to follow-up with a face-to-face meeting or phone conversation. When speaking face-toface, it is common for emotions to take over control. Communication is often informal and
does not rely on strict rules of protocol (In This Section: Business Culture in Brazil). Anyone who
feels they have something to say will generally add their opinion. It is considered acceptable to
interrupt someone who is speaking. Face-to-face, oral communication is preferred over written
communication.
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Face-to-Face Communication (Cont).
Theatrical gestures and over-the-top movements are used by many Brazilians, even in
professional settings. If there is something you feel passionate about, do not feel the need to
hold back your emotions. Also, keeping eye-contact is very important, even though this may
seem intimidating in other cultures. This can be applied in America as well as because it is taken
as a sign of trust. Be aware of over using eye contact though, it may seem taunting and
threatening (Von Anders).
VI.
Attire
Business attire in Brazil is very similar to what is expected in America. Men should wear
conservative, dark colored business suits. Three-piece suits typically indicate that someone is an
executive. Women should wear suits or dresses that are elegant and feminine with good
quality accessories. Manicures are expected. In American business settings, women should be
concerned with conservatism rather than feminism (Von Anders). Wear dark colored slacks or
knee length skirts with a modest blouse or jacket that emphasizes professionalism.
Figure 6 is a good example of
business attire you may find in
America. Brazilian men will have
similar styles, but Brazilian women
may be more “sexy” and less
conservative.
X
VII.
Negotiating
Patience will be the most important trait to have when doing business in Brazil. Expect
questions about your company since Brazilians are more comfortable doing business with
people and companies they know (Doing Business in Brazil). Wait for your Brazilian colleagues
to raise the business subject. Never rush the relationship- building time. Brazilians take time
when negotiating. Do not rush them or appear impatient. Similar to American’s negotiating;
the decision making is made by a high-ranked individual. Hierarchy is valued in both cultures
(Brazil - Cultural Etiquette).
Figure 7 is an example of business hierarchy. This is the chain of
decision making. Not every business will have the exact structure; some
will have different titles for different positions.
VIII. Conclusion
As you can see, there are noticeable differences in how business is performed in
America compared to The United States. It is important to learn about people and their
cultures in order for you to feel comfortable in their presence.
XI
IX.
Recommendation
It is clearly obvious that even though there are similarities between the two, America and
Brazil have significant differenced as well. These differences must be acknowledged and taken
into consideration. Educational materials should be made easily available to all employees
working with multicultural businesses. It is also advisable to create a training plan for each of
these employees as it will be most beneficial to your international relationships.
Figure 8 shows a graph
comparing employee’s
performance with
training, and employee
performance without
training.
XII
References
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"Brazil - Cultural Etiquette - E Diplomat." Brazil - Cultural Etiquette - E Diplomat. N.p., n.d. Web. 03 Dec.
2012. <http://www.ediplomat.com/np/cultural_etiquette/ce_br.htm>.
”Doing Business in Brazil." CC_BR_DoingBusinessinBrazil. N.p., 13 Nov. 2012. Web. 02 Dec. 2012.
<http://export.gov/brazil/doingbusinessinbrazil/index.asp>.
"Female Power." The Economist. The Economist Newspaper, 30 Dec. 2009. Web. 02 Dec. 2012.
<http://www.economist.com/node/15174418>.
Flatley, Marie, Kathryn Rentz, and Paula Lentz. Business Communication. New York, NY: McGraw-Hill,
2012. Print.
”In This Section: Business Culture in Brazil." Business Communication Styles in Brazil and Successful
Communication with Brazilian Businesses and Colleagues. World Business Culture, n.d. Web. 02
Dec. 2012. <http://www.worldbusinessculture.com/Brazilian-Business-CommunicationStyle.html>.
Von Anders, Rachelle. "American Business Etiquette." Etiquette Guide RSS. N.p., 23 Jan. 2010. Web. 03
Dec. 2012. <http://etiquette-guide.com/american-business-etiquette/>.
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