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Brazil Global HRM

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Kay Baller

on 18 November 2013

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Transcript of Brazil Global HRM

BRAZIL Navigating Through Business and Culture PURPOSE Expressive vs. Reserved Deal Focus vs. Relationship Focus

Brazil is currently the 7th largest economy in the world (2012 estimate).
Population: est. 199,321,413 people
Main Language Spoken: Portuguese To introduce Brazil's culturally- influenced business practices through demonstrations and/or explanations of Hofstede’s and Gesteland’s dimensions, so your business or your current international assignment is a success from the beginning! A little drastic but an excellent depiction of Gesteland’s Expressive vs. Reserved cultural dimension. Brazil is Relationship Focused
Prefer doing business through an indirect approach (don't do business with strangers).
Chances on following through with their business wishes depend on relationship.
Crucial to build close personal work relationships in Brazil. Uncertainty Avoidance even deeper Rigid-Time (Monochronic) vs. Fluid-Time (Polychronic) Time-conscious American is very apologetic about not arriving early. ... the Brazilians have yet to begin discussing the agenda. The American is stunned when the supervisor and the rest of the employees decide to take a “lunch break” before getting down to business.

“What's more important, they ask, people or an abstract concept like time?” Brazilians are very expressive.
Over-lapping very common.
Don't shy away from discussing personal matters with those they view as friends. Sit/Stand in proximity.
They are a very high-contact culture.
Touching the arms and back are common.
The American felt unfamiliar to these gestures, being touched on the shoulder by people she barely knew. Information Sources "A Workshop on Cultural Differences" developed by Indrei Ratiu and Irene Rodgers, published in AFS Orientation Handbook Vol. IV, 1984
Intercultural Competence: Interpersonal Communication Across Cultures by Myron Lustic and Jolene Koester
"Patterns of Cross-Cultural Business Behavior" by Richard Gesteland Formal vs. Informal
+ Power Distance Individualism vs. Collectivism Masculinity Vs. Femininity Brazil scores a 49 (right in the middle)!

The softer aspects of culture such as leveling with others, consensus, and sympathy for the underdog are valued and encouraged. Long-term or Short-term Orientation Brazil is very POLYCHRONIC. Unlikely in Brazil Informal vs. Formal Brazil is FORMAL.
Ranked high.
“Informality offends high-status people from hierarchical cultures”and if you are an individual on the lower rungs of the corporate ladder, you are obligated to respect your superiors in Brazil. POWER DISTANCE Brazil has a power distance score of 69.
believe hierarchy should be respected and inequalities amongst people are acceptable.
Brazilians believe there is a place for each person in the social hierarchy, authorities should not be challenged and those with power should be able to use their power any way they see fit; also, hierarchy and inequality are appropriate and actually benefit the society Clip also applies to Hofstede's: The Brazilian boss is taken back by subordinate (informal) objection. Brazil is very COLLECTIVIST. The American subordinate is questioning authority (superior) while Brazilian coworker keeps silent. Brazil prefers collectivism – they have a cultural obligation to the group such as organizations and institutions, and they place importance on belonging. Two Brazilian coworkers discuss disapproval of the individualistic mindset exhibited by new coworker. Explanation Hofstede’s Dimensions power distance (the degree at which the culture believes that institutional and organizational power should be distributed and how the decisions of the power holders should be viewed) individualism vs collectivism (a cultural reliability on allegiance to self or group) masculinity or femininity (the degree at which a culture values behaviors such as assertiveness and the acquisition of wealth [masculinity] or caring for others and the quality of life [femininity]) uncertainty avoidance (the extent to which the culture feels threatened by ambiguous, uncertain situations and tries to avoid them by establishing more structure) long-term or short-term orientation (the extent to which a society shows a pragmatic future-oriented perspective rather than a conventional historical short-term point of view) Gesteland's Dimensions deal focus vs relationship focus (fundamentally task-oriented compared to individuals who are people-oriented) informal vs. formal (informal cultures generally value status equality whereas formal cultures value hierarchies and status differences) rigid-time (monochronic) vs fluid-time (polychronic) (a polychronic culture values fluidity and flexibility and a monochronic culture abides by set times) expressive vs. reserved cultures (simply put, how individuals express their feelings) Credits for Video + Audio “1 - O Fortuna” by Dr. Phibes and The Ten Plagues of Egypt
Hanumann at Flickr
Julio Chrisostomo at Flickr
jcmaco at YouTube
Ynterstella at YouTube
Sheeri K. Cabral at YouTube
Charles Ramos at YouTube
Jeff Lawson at YouTube
Ciaran Walsh at YouTube
Pop quiz sound clip from Hark.com Brazilian culture is long-term oriented
Only non-Asian society to be long-term oriented
They value and prefer long-term goals and rewards
they accept change as a part of life
accept more than one truth Brazil scores a 76
Uncomfortable with ambiguity and risk.

Try to maintain a low level of uncertainty through "an extensive set of rules, regulations and rituals.” and that's... QUIZ QUESTION T / F : In a business setting, Brazilians would never take out a wallet filled with baby photos. Answer: False! QUIZ QUESTION T / F: An HR Manager on an international assignment must consider a culture's preference for individualism or collectivism when evaluating group work Answer: True! Created by: Paula A.
Keya B.
Alena B.
Jaqueline C.
Jamie G.
Divya P. High or Low Context Communication Style A high-context culture.

High-context cultures use vague language so as not to offend.

It is only within the context of a personal relationship that most substantive communication can take place. Conclusion Investors are eager to conduct business in Brazil, and you should be too! However be wary that the culture differs from American culture. With this guide, your firm and any firm can navigate through Brazil's business culture.
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