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Business Cultural Dimensions Analysis Assignment: Brazil
Jonah A Steinhebel
BUSI 600 International Bussiness
Professor James Lock
June 5, 2022
Author Note
Jonah Steinhebel
I have no conflicts of interest to disclose.
Please address all correspondence concerning this article to:
jasteinhebel@liberty.edu
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Abstract
In Brazil, interaction is lively, expressive, and verbal, which is desirable to cultivate relationships
with those interconnecting. Moreover, they place significance on family and devoting time to the
community. Brazilian businesspeople aspire to connect with those doing dealings in a business
setting. Cultural norms, values, and standards are diverse in each nation globally. A
businessperson from the United States should be cautious in their communications and be frank
about their approaches to communiqué and style of business. Generally, Brazil's commercial and
social climate is improving, and a businessperson from the US can see great potential for foreign
investment.
Keywords: Brazil, Culture, Business
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Global Business Cultural Analysis Assignment: Brazil
In populaces' everyday lives worldwide, culture plays a part in virtually all they accomplish.
From how their Day begins, the type of profession they choose, to the pastimes or events persons
partake in, the art, music, and literature of a nation, territory, or municipality influences how life
evolves. Cultures can diverge considerably worldwide, and it is critical to recognize these
differentiations. Cultural distinctions may be perplexing and outside the comfort area on behalf
of some, but they are also what differentiates individuals from others throughout the
world. Culture is the attitudes, values, goals, and practices that delineate a region or set of
persons (Satterlee, 2014). It is indispensable to research, understand, navigate, and respect
diverse cultures to conduct international business productively. This manuscript pursues to
categorize, analyze, and comprehend the cultural differentiation between Brazil and the United
States. Brazil, the largest and most populated nation in South America (Melé, Debeljuh, &
Arruda, 2006), has a vibrant culture and is influenced by numerous other societies.
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Research Question 1: What are the principal elements and dimensions of culture in this
region?
Brazilian culture began to evolve as distinctive, subsequently becoming a sovereign nation in
1822, after being under the ruling of the Portuguese (Melé et al., 2006). Brazil has since evolved
a culture analogous in various traditions to the culture of South America. To completely
appreciate what this culture looks like; nevertheless, it should be fragmented down into the
country's complete culture and professional conduct, deserving a far broader and deeper
discussion.
Communication
A component of culture vital to nearly all aspects of life, communication; can contrast
considerably worldwide. While the etymological is the apparent hurdle amid cultures and areas
worldwide, the non-verbal communiqué varieties can have as much influence as the spoken
varieties. Non-verbal interaction can incorporate facial expressions and body language (Satterlee,
2014) and alter the meaning of oral communication grounded in cultural customs. In Brazil,
communication is defined by voiced, concrete, and individual repetitions, producing a society
that values express means of communication. Brazilians' communication styles adopt a collective
and relational methodology to organizational behavior (Thatcher, 1999).
Regarding oral communiqué, though Portuguese is the principal language spoken in Brazil,
roughly 200 diverse languages are spoken within the nation.
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It is projected that approximately170 of these are indigenous languages, whereas the others are
dialects of vernaculars spoken in Europe and Asia (Massini-Cagliari, 2004).
Not many dialects have been shaped due to the relatively new Brazilian Portuguese spoken in the
country absorbed from their rule. Populaces from throughout the nation can converse, even if
they are not from the same area, like what we experience with English spoken throughout the
United States. The colloquial is consistent and can be comprehended by persons attending (i.e.,
individuals can converse with one another), although the enunciated words are slightly
dissimilar.
Apart from language being expressed, Brazilians converse animatedly and pleasantly.
Communication with others is intimate and genuine while also greatly reliant on non-verbal cues
for interaction. Brazilians complement words of carefulness and apprehension with physical
nearness and lighthearted exchanges. Communication is the key factor most individuals
contemplate when paralleling cultures worldwide. Identifying, accepting, and absorbing the
diverse communication varieties internationally can aid somebody in cultivating relations and
preserving longstanding alliances.
Religion
The religion of a territory can sways the real incentives for somebody conducting commerce in
the region and can weigh heavily in the decision-making progression. Like communication,
religion is a decidedly prominent factor within cultures throughout the world. They highlight the
necessity of understanding regional religions. Brazil is not an exception; numerous religions are
practiced within the culture. During the current era, three significant religious developments have
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influenced modern culture: the first is a regression in the populace of Catholics in Brazil. Second
is the growing population of people converting to Protestant dogmas. Last is the ever-increasing
number of Brazilian nationals who classify themselves as having no religious affiliation. Due to
the diverse customs, views, and other pious qualities, these fluctuations within the populaces can
have an unforeseen impact on additional characteristics of culture within a given region.
Prominent industry and political leaders may be crafting changes in their belief structures and
will likely be significant implications throughout the nation.
"The proportion of Catholics in Brazil fell from .954 in 1940 to .737 in 2000. Protestantism's
membership percentage grew from less than .03 in 1940 to .154 in 2000. Individuals who
classified themselves as practicing no belief denoted < .01 of the total Brazilian populaces in
1940. By 2000 had swollen to .07, signifying increasing (although unexceptional)
secularization." (Verona, 2010, p. 21-22) Inferred from these figures, a decline in the total
Catholics preceded an increase in practicing Protestants. Persons who distinguish as having no
religion are not an insignificant development in the culture of religion inside Brazil. Various
denominations of Protestants and Mormons have also recognized Brazil as a favorable country
for conversions (Bruneau, 2011). Due to these variabilities of religious associations, it must be
anticipated that there may be tension between the populaces.
Ethics
The ethics of a state or nation are developed through history, religious prominence, and type of
government. According to Satterlee (2014), ethics comprises the morality and standard of
behavior in a group of individuals. Ethics plays a critical role in the administrative process of
businesspeople throughout the world. Subsequently, distinctive effects can sway ethical
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ideologies, and the ethical principles of a nation could not be considered immoral in alternative
cultures. Often the source of disputes when directing commerce globally. Notably, the ethical
sophistication in Brazil can be unlike other ethical societies around the world. In a (2003)
analysis by Beekun, Stedham, and Yamamura, moral and ethical principles may be diverse in
Brazil since they engage in a collectivistic culture. Whether an act is virtuous varies on its result
correlated to the ethnic group a Brazilian characterizes with or fits. For example, if it adversely
affects their group, the act is dishonorable. If there is no effect on their group, the deed is upright.
Recently within Brazilian business culture, there has been a flood of importance placed on
business ethics in the nation due to an extensive record of bribery in government, one-sided
practices, and the longing to become increasingly linked economically to the world. Throughout
the 1960s, the global community created holdings in numerous emerging economies globally,
incorporating Brazil. Brazilian firms desired to establish their pledge to ethics for potential
investors to enable this business to happen within the country—subsequently, an effort to create
codes of ethics in all Brazilian commerce. Companies and faculties are now integrating ethical
conferences into staffing, instruction, and graduation obligations, with some industries and
organizations necessitating an ethics program. The media has reinforced this effort by generating
classifications of enterprises that display the best ethical practices (Melé et al., 2006).
Values and Attitudes
In Brazil, values and attitudes are placed within the heart of their culture, which is family.
Typically families reside nearby and see each other regularly; they value family relations above
others (Brazil: At-A-Glance). Brazil is also profoundly swayed by the Catholic Church, which
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directs most of the nation's spiritual attitudes. Brazilians view time as flowing and unending,
generating an ambiance where the most persistent concern will be addressed first—creating a
culture where specific responsibilities may be deferred due to additional significance. Brazilians
value physical expressions of love and respect those who are senior or more educated. The
values Brazilians emphasize are often absorbed in home and with family rather than going to
school and getting an education (Global Road Warrior, n.d.). Style differs by region; customarily,
Brazilians value stylish clothing and pay attentiveness to personal grooming. They love the
prominence of color in casual dress.
Manners
Manners within Brazilian society are centered around respect and love. The Brazilian concept of
time is relaxed and open to interruption. Because they value serving, Brazilians are more likely
to help individuals around wholly, irrespective of the scheduling. They do not operate under
stringent deadlines and are liable to complete duties in a way that ranks important tasks higher on
the list. In observing the need to be respectful to the populations nearby, Brazilians will arrive at
communal get-together occasions fifteen to thirty minutes past the stated starting time and appear
at party dinners in somebody's household thirty to sixty minutes later than the start. To come
before an occasion is seen as hurrying the host and would display poor etiquette.
Furthermore, a hostess will not set a departure time for occasions and prevents suggesting the
guests should depart to show they are being reverential (Global Road Warrior). Likewise,
Brazilians view physical touch as a signal of friendship, and juxtaposition is not considered
offensive or invasive. Brazilians expect to welcome others with a hug or kiss on each cheek to
signify friendship. Also, it is essential to accommodate all persons in a group separately rather
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than speak to the group collectively. Also, the culture includes recognizing those in authority.
Typically by addressing persons with their title and last name (Brazil: At-A-Glance).
Customs
Several of the items that Brazilians value in their society and teach as etiquettes have become
their societal customs. Subsequently, Brazilians revere physical touch and intimate connections.
They welcome each other with express eye contact and a handclasp or embrace. Women receive
one another by a peck on the cheek and touching arms. Mainly, married women give two kisses,
and single women offer three, starting with the left. Family and friends often use first names or
handles when mentioning one another. Nicknames are typically altered to a miniature form
through the addition of (-inha) to the end for a girl or (-inho) for a boy (Global Road Warrior,
Brazil).
A significant characteristic of the customs in Brazil is the observations and festivity of holidays.
Although some international holidays are celebrated (Mother's Day, New Year, Father's Day),
Brazil has numerous holidays that are specifically Brazilian or Latin American. Several of these
holidays are predisposed by the Catholic Church and the times they feel are significant. Corpus
Christi, celebrated on June 10, is a celebration to memorialize the institution of the Holy
Eucharist. Nossa Senhora da Aparecida (Our Lady of Aparecida), observed on October 12,
recognizes the patron Saint of Brazil. All Soul's Day, or Day of the Dead, urges Roman Catholics
to celebrate and reminisce their loved ones while considering their Heavenly passage. While
Roman Catholic in base, All Soul's Day is deeply influenced by Latin American/Brazilian art,
music, and literature, inspiring sizeable family gatherings in graveyards to commemorate the
souls of those who have moved on.
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Resembling most countries, Brazil recognizes numerous days throughout the year that marks a
significant breakthrough, achievement, or individual that assisted Brazil in becoming the nation
it is currently. Easily the most renowned celebration in Brazil is Carnaval. Starting the Saturday
seven weeks before Easter, this is a four-day-long festival in Rio-de-Janeiro. Processions take
place ubiquitously throughout the country with ensembles, salsa dancers, and residents garbed in
vibrant, eccentric regalia (Global Road Warrior, Brazil)
Social Structures and Organizations
Brazil has been portrayed by a male-controlled culture that has significant breaks concerning its
wealthiest and poorest inhabitants. Alongside many of the nation's people living in urban
expanses, there is an extreme inequality amongst socioeconomic classes. The richest reside in
extravagant villas, frequently travel, and are employed by international organizations. The
poorest live in favelas or shantytowns on the outskirts of Brazil's major cities. Favelas do not
have access to potable water, sanitization, or power and have an alarmingly elevated crime rate.
Nevertheless, the nation does have a rising middle class that closes some of the space between
these two poles of society. Brazil has many groups that live entirely detached from any
contemporary culture within the Amazon basin. Many groups have a minute to no interaction
with others and lack the resistance to many illnesses. Although women were traditionally
downgraded in the culture of Brazil, in modern times, women represent an ever-larger proportion
of the workforce. Women seek professions in traditionally male-dominated segments, such as the
army, science and technology, and financial service industries. This, in turn, increases the
number of women obtaining degrees. Like various other nations, conversely, political
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involvement from women is still paltry, though it has seen growth in recent years. (Global Road
Warrior, Brazil)
Education
Educational organizations within the configuration of a nation are significant to the improvement
and development of the next generation in the government. Brazil has had tremendous
enhancements to the education framework. Nevertheless, there are also numerous regions where
it obliges to improve to aid the municipal appropriately. Brock and Schwartzman (2004) deliver
a far-reaching assessment of all the instruction points, noting successes and recommending
improvements where needed. Generally, the public education structure in Brazil wants quality
education for kids and delivers remedial instruction to persons who dropped out or are behind in
schooling. Secondary education in Brazil is developing, and many people have access to it.
Conversely, numerous significant problems still need to be remediated. Several of the students in
secondary schools are not being taught the necessary subjects, are often educated by
unenthusiastic instructors, and receive the education to have the qualifications required for the
job market. The private segment in Brazil's populace is answerable for 66% of the admission into
advanced learning, and only 10% of recent applicants are in the applicable age set. Additional
reproaches of higher education in Brazil include the absence of impartiality for persons looking
to partake. The best public institutes are highly discriminatory in their admittances. Different
public institutions, which offer free tuition and other advantages to undergraduates, do not have a
satisfactory quality of instruction for students attending. (Brock & Schwartzman, 2004)
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Research Question 2: How are these elements and dimensions integrated by locals
conducting business in the nation?
To comprehend the business practices of a specific nation, it is imperative to distinguish how
their culture influences the conduction of business. Individual facets of culture acknowledged in
the preceding section have a striking impression on how Brazilians will practice commerce with
others.
Communication
Communication amongst business people in Brazil usually follows similar parameters as in a
social situation. English is the preferred language spoken at business meetings in large
transnational companies. Nevertheless, outside of these situations, understanding and speaking
Portuguese will be imperative to directing business in Brazil. Proper salutations are anticipated
throughout meetings. Though, these can also contain the physical characteristics of greeting,
kisses, or a shake. Brazilians emphasize the friendliness and cordiality of salutations and are sure
to exact these to all they meet. Moreover, during the preliminary business salutation, Brazilians
exchange business cards, with appreciation displayed for cards that have been interpreted into
Portuguese. (Global Road Warrior, Business)
Brazil is a nation that embraces community, connection, and bonds with each other. I prefer to
converse and do business with people rather than with organizations. Cultivating bonds through
communiqué is vital to maintaining an affirmative business association and robust network.
Moreover, Brazilians converse informally and are not offended by intrusions. The people who
welcome unguarded interaction are animated and passionate.
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Typical business meetings value restrained measured conversation. Brazilian work chats are
characterized by a gregarious style and hyperbolic body language and are often perceived as
over-the-top and excessively expressive by outsiders. Being reserved can be perceived as an
absence of interest or unsociability. Finally, the business culture in Brazil is flashier, gregarious,
and more animated than in many other nations, and this needs to be considered when doing
business with firms in this nation. Preparation is often necessary for foreigners to have a more
animated and straight communication charm. Still, business people can encounter a concern
when working with Brazilians. It is not uncommon to avoid confrontation or disagreement by
approving decisions they do not like or expressing a contradictory view. This problem can be
problematic to recognize and prevent because of the nuanced style of discourse it incorporates.
Manager can only do their best to inspire scrupulousness and avoid disagreement when
dispensing with this situation.
Religion
The religious culture in Brazil has been in a consistent state of change over the last few decades.
Accordingly, the ethos within business conferences could also change. Presently, religion within
Brazil does not have a notable effect on managing the business there. Because there are few
limitations on religious liberties, it does not sway how companies conduct business in the
nation.
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Ethics
Brazil is remarkable and diverse. There is an upwelling of curiosity within the country to create
and apply ethical exercises through all segments and industries. As Brazil initiates the creation of
deeper business affiliations with other nations, they are motivated to develop ethical standards
and codes of conduct throughout all sectors. This push to apply plans and preparation in all
places of employment has enhanced honest policymaking in numerous diverse zones of business
in Brazil. Nonetheless, ethics inside a corporation or organization in Brazil is propelled by the
longing for social consistency. With a past of corruption and political disorder, the evolution of
business ethics has been slow (Ardichvili, Jondle, Kowske, Cornachione, Li, & Thakadipuram,
2012). This longing is further fortified by management and administration, producing a setting
searching for consistency. They were potentially creating space for unethical actions and
decisions because no one wants to disturb the status quo of employers by highlighting
misconduct.
Values and Attitudes
Succeeding their want to be nearby with friends and family expounds into the business culture in
Brazil. While the immediate attention of Brazilian culture is on cultivating relationships with one
another, their values in business are analogous. They are not likely to make transactions with
businesspeople without a prior relationship. Moreover, they put a special significance on the
individual and position of a businessperson instead of what they can or cannot do (O'Keefe &
O'Keefe, 2004). While conducting business with Brazilian establishments, it is vital to have
relations with the managers and leads. In many circumstances, these individuals will influence to
make the ultimate decision. Brazilian businesspeople emphasize having exchanges with persons
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they will do business with. These exchanges start with small talk characteristically, and it is seen
as uncouth to hurry this practice. Brazilians are also aware of the hierarchies within corporations.
However, they commonly use casual conversation throughout.
Also, Brazilian firms and businesspeople trust written contracts for outlining business
assessments. They do not find oral agreements binding, and they require everything to be in
writing. They value developing articles like the terms of conditions and delivery anticipations
written in detail and successively endorsed and dated. Though, it should be kept in mind that
Brazilian businesspeople might not honor the targets set in these contracts. The Brazilian culture
views time as plastic, concentrating on the jobs they deem essential. It is imperative for foreign
businesspeople doing commerce in Brazil to rest these conflicting values. Behaviors align with
the customs and values Brazilians embrace in their everyday lives. In business, Brazilians do not
like to hurry or cut short meetings.
Moreover, they share this view towards making decisions and presenting deliverables. Their
attitude on time displays that they value the tie of others and tend to prolong meetings past the
business communications and consider other social matters. Their business style is personal, and
they find it impolite to hurry through appointments (Turner & Kleiner, 1996).
Customs
Ensuing the traditional behaviors one should have in Brazilian business culture, the customs are
to devote time with clienteles and businesspeople separate from typical business meetings.
Business people are encouraged to get to know each other and spend time speaking about social
and business issues. Also, it is encouraged to have an association outside business matters.
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Furthermore, it is customary to use formal names impending that there is a relationship beyond
business (Senosiain, 2012).
Social Structures and Organizations
While the social arrangement in Brazil comprises a significant inconsistency between the upper
and lower classes, this means that some of the business people in Brazil are part of the upper
class. The structure within most Brazilian corporations is typically conventional, with a simple
organizational design. Everybody in the business reports to someone else, leading up to the CRO
or other leading individual. While this configuration is advantageous in that it is easy to chart and
there is a transparent chain of command within the organization, there are also problems that
arise inside as occasionally, personnel can feel they can be replaced effortlessly. With this direct
configuration within an organization, positions are generalized and do not provide workers'
assets and flaws. This can instigate personnel to feel like they are not being used to their
potential (Bernal-Meza, 2011). This style of an organization also can produce problems in the
firm for research and improvement. Since there is a forthright organizational structure that they
have discovered accomplishment with, many corporations in Brazil will not be attracted to
innovate or advance technologically (Nagano, M. S., Stefanovitz, J. P., & Vick, T. E.,2014).
Education
The educational foundations in Brazil are insufficient to deliver on the existing population's
necessities. Because of this, numerous adolescents in the country do not attend school throughout
high school, and even less attend and obtain a higher education degree. Knowing this, the
deficiency of education can have a damaging effect on businesses throughout the nation. Few
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inhabitants go to school and start doing commerce in the country; consequently, the economy
suffers. To illuminate its economy and advance a flourishing business culture inside the country,
Brazilian people must have a functional role in the marketplaces within the nation. If
organizations worldwide are positioning themselves and conducting business, although good for
the global economy, it poses dangers for the Brazilian economy. Nevertheless, as examined in the
preceding portion, the educational infrastructure in Brazil is improving, and there are increasing
prospects for children to attend and complete school, proving to be positive and improving the
condition of Brazilian-born businesspeople.
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