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Running head: Global Business Cultural Analysis: Brazil 1
Global Business Cultural Analysis: Brazil
BUSI 604-D12 – International Business
GBCA: Brazil 2
Abstract
The purpose of this paper is to examine the extreme dimensions and ethics in doing
and having success with business in Brazil. Brazil is a country located in South America
near the Amazon River. Brazil is uniquely equipped with rich history, eager people,
geography, and business relationships, among other areas. In many of these areas, life
in Brazil establishes a business environment full of opportunities worthy of great
consideration by American businesses seeking to expand to another culture of
consumers or even to a start-up business wishing for great success. This research will
insist that the large population of Brazil is robust in global transactions. This research
was completed using scholarly resources found using the internet combined with Jerry
Falwell’s Library resources provided through Liberty University. Graduate level research
was used to fulfil the FDI Analysis, SWOT Analysis and the intriguing Hofstede analysis
to better understand the concealed principles of global business in Brazil.
GBCA: Brazil 3
Global Business Cultural Analysis: Brazil
Supply and demand concerns, market data, cash flow estimations, governmental
issues, industry factors and other core business concerns often rules an organizations
decision to do business in a foreign country. It could also be so intimidating that a start-
up business would explore local options instead of going abroad. These all are very
vital to the success of a business when exploring the financial and growth cons and
pros, but in order for this success to occur, the country’s culture needs to be a top
priority.
It is common for business owners who are well adapted to their local
environments to succeed in their territory, but to do business in Brazil, there is an
extensive learning process required for the Brazilian culture. Brazil has seen significant
changes in their country in the past few decades from white collar to blue collar. These
changes have effected a combination of past and present cultural dimensions such as
communication, religion, values and attitudes, ethics, social structures, customs and
education to which an American must research, analyze and understand prior to
creating a business relationship with Brazil.
GBCA: Brazil 4
Global Business Cultural Analysis: Brazil
Major Elements and Dimensions of Culture in Brazil
Communication
A broad, but average understanding of a country’s language is a vital
requirement to succeeding in business ventures in that country. According to Merriam
Webster Dictionary, communication is the act or process of using words, sounds, signs,
or behaviors to express or exchange information or to express your ideas, thoughts,
feelings, etc., to someone else (Merriam Webster Dictionary, 2016). This is the only way
to establish a healthy and successful business relationship in a way both parties will
comprehend the other’s expectations. Using key words and tones could also determine
the outcomes for certain responses. For example, people from New York are often very
loud and aggressive. New Yorkers do not mean anything behind it, it is just their culture.
People in the South are very soft-spoken, kind and gentle when speaking; using words
such as “Darling” and “Sweetheart” during regular conversation. These barriers could
either cause a successful business deal to occur or a burned bridge and a missed
opportunity that could have been destined for greatness. The Brazil Business teaches
that when meeting a Brazilian for the first time, the best option is to wait for the host to
make the first move. Then, you just have to follow in retribution (Business in Brazil,
2016). Not waiting for the host to make the first move is considered disrespectful, which
is something many would not know if research does not occur first. Knowing your
audience is essential to creating success.
GBCA: Brazil 5
Verbal. The official language of Brazil is Portuguese. Brazil is the only
Portuguese speaking country in America and is surrounded by Spanish speaking
countries (Cagliari, 2014). Cagliari shows that knowing your audience prior to the
meeting is vital because the country you are potentially visiting may speak the same
language as you. So, taking the time to learn that language because of an assumption
and lack of knowledge could result in wasted time. A business professional’s valuable
time could be spent doing something more beneficial. In Brazil, about 210 languages
are spoken by approximately one million Brazilian citizens who do not consider
Portuguese to be their mother tongue but who consider themselves no less Brazilian
than those who consider Portuguese their first language. de Quadros studied Brazil and
it’s languages for years. He analyzed that around 190 languages are autochthonous, or
indigenous languages from various linguistic families such as the Apurinä, the Xokléng,
and about 20 languages are allochthonous, languages from immigration, which are part
of our national profile, along with the indigenous languages and the official language of
over two hundred years, such as German, Italian, and Japanese (de Quadros, 2012).
Many have stated that Brazil is a monolingual country, but de Quadros’ research shows
that to be false. Just like America is mainly English, but it’s obvious that several natives
and foreigners have brought other languages to our country which has given us the
nickname, “The Melting Pot”
Nonverbal. Communication is greater than just words that are just being
spoken. Nonverbal communication is behavior and elements that do not come from
words themselves that interpret some type of meaning. Maria Blahova stated that verbal
communication makes up only as little as 10 percent of the messages we send to one
GBCA: Brazil 6
another. In fact, 90% of messages that are being sent back and forth require no words
at all (Blahova, 2015). Being aware of your audience is essential to communication. Eye
contact (oculesics), postures, and hand motions are very common with the Brazilian
culture. Brazil is a very “expressive” culture and is known to be a close, personal space
invading country. Different cultures would often mistake their communication with
different sexes as flirting, but it could be just a casual, meaningless conversation.
Knowing what the culture accepts is vital when doing business. Juan Madera implies
that simple, mundane methods like using gestures and demonstration are also effective
in overcoming communication barriers (Madera, 2011). Traveling to your business
destination prior to the deal is important so research can be done to learn the forms of
accepted verbal and non-verbal communication.
Religion
About 40% of the world's Roman Catholics live in Latin America and 123 million
of them are in Brazil, more than in any other country (The Economist, 2013).
Unfortunately, one of the downfalls of the Catholic faith is the priests. Catholic priest are
known to be pedophiles in and out of the church. Catholic churches are becoming less
and less popular due to this issue. No true person of faith would be a part of such
mockery. The church is also failing because members often choose not to confront the
priests on these matters. Members rather ignore the issue and continue to worship and
praise along with the priest. Because of this common epidemic, Brazil is losing the
Catholic faith to Myriad evangelical Protestant churches and to atheism (The
Economist, 2013). The Roman Catholic Church is 64.6% of Brazil’s population. While
GBCA: Brazil 7
other religions consists of Protestant (22.2%), Spiritist (2.2%), other religions (1.4%), no
religion (8%), and unspecified (0.4%) (Central Intelligence Agency, 2010).
Brazil follows the separation of state concept which falls under four pillars which
was given by the Federal Court of the Fourth Region. Considering the secularism of the
State under a non-denominational rubric, the court affirmed four fundamental pillars of
state secularism: (a) the State cannot adopt any religion or make any official statements
about religious questions; (b) in the State’s official acts and protocols, it cannot observe
religious symbols; (c) the State cannot program education or culture according to
religious guidelines; (d) public education cannot be confessional (Gomez, 2007).
Following the separation of state is hard to be free. Under separation of state, it is hard
