20200121 All Abroad Wtc Mar18


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20200121 All Abroad Wtc Mar18

  1. 2. Steve Scheibe Cultural Communication - Brazil World Trade Center - San Diego March 18, 2010
  2. 4. Do Not Act Like Young Arnold My Advice Google: Arnold and “Carnaval”
  3. 6. <ul><li>At the airport: Corporate vs Personal- Corporate will send a driver to wait for you at exit from customs. He will not speak English. </li></ul><ul><li>Personal: Brazilians don’t usually mind going to the airport </li></ul>Arrival & Greetings Real Idealized
  4. 7. Big: 5th in Population - 200 million 5th in sizE 5th in sizE
  5. 8. An Open Country - Migration
  6. 9. Regional Variations t North vs. South Coast vs. Interior Urban vs. Rural
  7. 10. <ul><li>Regional differences within a uniform culture </li></ul><ul><li>One language spoken throughout the country (Portuguese ) </li></ul><ul><li>Same music, same TV (see O Globo and novelas), same national news </li></ul><ul><li>65 million internet connections </li></ul><ul><li>Same national sports and championships </li></ul><ul><li>Free flow of people all over country by car, bus, plane, train </li></ul><ul><li>Predominantly Christian (Catholic, Evangelical) + Spiritism + Afro based with mixtures of all. Religiously eclectic. </li></ul>
  8. 11. <ul><li>Personal space is different </li></ul><ul><li>Brazilians touch and get closer </li></ul><ul><li>Always shake hands - Brazilians will say “Prazer” or “Muito prazer” </li></ul><ul><li>Women will air kiss or buss each other on both cheeks (usually your left to right) </li></ul><ul><li>If a man has met a woman previously, she might initiate the cheek kiss </li></ul><ul><li>It may be “cheeky” for a male to initiate the kiss on a first meeting </li></ul><ul><li>Men embrace after they meet or on a significant occasion, i.e. wedding, funeral, foreign departure or sense of relationship </li></ul>INTRODUCTIONS & GREETINGS
  9. 12. Wrong Wrong and Right? Right and Light “ The man” Wrong
  10. 13. <ul><li>Eye contact is good, but don’t “stare down” </li></ul><ul><li>Do not use traditional US ok sign.....it is quite rude; thumbs up is fine </li></ul><ul><li>Be cautious with closed fist - open hand movement, also rude (in Brazil known as top-top) </li></ul><ul><li>Americans are famous for being stiff....loosen up, Brazilians like “ginga” </li></ul><ul><li>Listen to Brazilian music before you go </li></ul>Body Language
  11. 14. <ul><li>Things you may notice </li></ul>
  12. 15. <ul><li>Slavery did not end in Brazil until 1888 over 2 decades after USA. </li></ul><ul><li>Today’s inequality, poverty and violence relate to history & economy </li></ul><ul><li>As does the Brazilian notion of class, i.e. overlap of poverty and race </li></ul><ul><li>Brazilians are very attuned to class distinctions and make judgments based on perceptions of class/status </li></ul><ul><li>A traditional phrase: Do you know who you are talking to? O Senhor sabe com quem esta falando? </li></ul>Inequality, Status, Race, Class
  13. 16. <ul><li>Brazil vs USA (An academic view) </li></ul><ul><li>Mansour Javidan, Peter W. Dorfman, Mary Sully de Luque, and Robert J. House*, “In the Eye of the Beholder: Cross Cultural Lessons in Leadership from Project GLOBE” in Academy of Management Perspectives, 2006. Thunderbird School of Management </li></ul>
  14. 18. Brazil High USA High Class Consciousness Individualistic Status Consciousness Compassionate Cautious Autonomous Provocateur Risk Taker Avoid Intra-group conflict Independent
  15. 19. On the phone <ul><li>Portuguese the norm </li></ul><ul><li>Brazilians answer “Alo” </li></ul><ul><li>More cell phones (150 million) than land lines </li></ul><ul><li>Brazilians use cell phones everywhere and the etiquette is similar to US but less enforced and more relaxed </li></ul>
  16. 20. <ul><li>Hierarchies in business: Usually you will be given the cell phone of the secretary or assistant, not the boss </li></ul><ul><li>Business lines: the secretary will answer and screen </li></ul><ul><li>It is a learning process to dial (especially long distance) </li></ul><ul><li>Phones may not work everywhere, lines change, numbers change and long distance operators vary, so PATIENCE or, in Portuguese, PACIENCIA! </li></ul>Phone Communication
  17. 21. <ul><li>Start with small talk </li></ul><ul><li>Brazilians love to hear nice things about their country and culture </li></ul><ul><li>But try not to be condescending or superior....Brazilians see this quickly </li></ul><ul><li>Before you go try to learn about the cities, the sports teams and current events (bonus points for knowing the evening “novela”) </li></ul>Getting Started - Business
  18. 22. <ul><li>Let the Brazilians do most of the talking </li></ul><ul><li>LIsten, make eye contact, contemplate and “scratch your chin” </li></ul><ul><li>Let them bring up business </li></ul><ul><li>Don’t be perturbed by interruptions - Be patient! </li></ul>Getting Started
  19. 23. <ul><li>US Buyer-Know your contact, know his product, know his competition </li></ul><ul><li>Brazilian Seller-He wants to sell but more than anything he wants to get paid </li></ul>Negotiating
  20. 24. <ul><li>Be patient but persistent. It will take time. </li></ul><ul><li>Brazilians don’t “need” the US market </li></ul><ul><li>Brazilians are not Hispanics and don’t speak Spanish, negotiate in Portuguese or take an interpreter </li></ul><ul><li>Relationships are personal and don’t easily transfer. </li></ul>Negotiating
  21. 25. <ul><li>Have business cards and get business cards, make them important </li></ul><ul><li>Don’t be surprised if the negotiating partner is female. Many women run and participate in business </li></ul><ul><li>As negotiations may take a while, it is important that the same person be involved. Again continuity and patience. </li></ul>Negotiating
  22. 26. <ul><li>Brazilians generally do not go straight to business as they want to develop a personal relationship first </li></ul><ul><li>Americans are often seen as overbearing and overly aggressive, back off. Do not be arrogant. </li></ul><ul><li>Be courteous and be prepared to wait even if the meeting is scheduled for a specific time </li></ul><ul><li>Do not press or force things, wait for your invitation but do not be timid or shy.....in control body language </li></ul>Negotiating
  23. 27. <ul><li>Brazilians love to say “yes” and don’t like to say “no” but they might </li></ul><ul><li>They don’t like to hear “no” </li></ul><ul><li>One way Brazilians say “no” is “I have to think about that” or “I have to clear that with my boss” </li></ul><ul><li>In the long term, the no may just come down to lack of response to letters, mails, calls etc. </li></ul><ul><li>Brazilians expect Americans to be direct but nevertheless will still find directness as offensive </li></ul>Your “no” and their “no”
  24. 28. <ul><li>You are your best selling point </li></ul><ul><li>Graphic presentations, charts, “books” and data are important but the decision maker will most likely look at these cursorily and delegate analysis to staff </li></ul><ul><li>You will probably meet the decision maker (especially in larger organizations) one or two times: when you arrive and when the deal is done </li></ul>Selling Points
  25. 29. <ul><li>The Brazilian Joke: 3 Builders bidding on a project, a Japanese, an American and a Brazilian. The Japanese bids 3 billion. 1 bi for labor, 1 for materials and 1 for profit. The American bids 6 bi. 2 for labor, 2 for material and 2 for profit plus a quality guarantee. The Brazilian bids 9. The buyer asks: 9????? Why so high? Well its 3 for you, 3 for me and 3 to the Japanese guy to do the job. </li></ul><ul><li>Corruption: Don’t even think about it! Don’t go there! </li></ul>Corruption
  26. 30. <ul><li>It exists </li></ul><ul><li>Often “Paranoia” is greater than reality </li></ul><ul><li>Be street smart </li></ul><ul><li>Don’t be ostentatious, hang with your Braziian contacts </li></ul>Violence
  27. 31. <ul><li>Similar to US, written is more secure or reliable than verbal </li></ul><ul><li>English in e mails is fine if it works....experiment </li></ul><ul><li>But Portuguese is best </li></ul><ul><li>Contract, negotiations etc can be done by e mail </li></ul><ul><li>Brazil is a country of lawyers (bachareis) and the legal system is slow and complex and Portuguese is the “official” language </li></ul>Written Communication
  28. 32. <ul><li>English is acceptable for e mails and letters but not for legal docs </li></ul><ul><li>Written communication tends to be formal and legalistic so caution is required </li></ul><ul><li>Written communication with the government is formal </li></ul><ul><li>Get help with this </li></ul>
  29. 33. <ul><li>Brazilians as soon as they step on a plane feel “saudade” </li></ul><ul><li>Brazilians in San Diego will appreciate Brazilian food, Brazilian music, Brazilian references, Brazilian coffee, Brazilian chocolate, Brazilian beer, Brazilian clothes, Brazilian anything </li></ul><ul><li>Only after a long time, they will become accustomed to the US or other foreign place but they will still feel saudade </li></ul><ul><li>Matar saudade (kill your longings) </li></ul>Brazilians Abroad - Saudade
  30. 34. <ul><li>At a first meeting, no gifts are necessary, but a corporate key chain pen or sample would not be out of place </li></ul><ul><li>As negotiations progress, a gift of a bottle of wine, box of chocolates etc. might be appropriate as a sign of thanks </li></ul><ul><li>At the end of successful negotiations, a thank you gift and dinner or night out can be offered and probably will be accepted </li></ul>Thanks and Gifts
  31. 35. <ul><li>American Management, Made in Brazil - The AB Budweiser Case </li></ul><ul><li>Irony of Globalization (See articles in WSJ and St. Louis Post-Dispatch) </li></ul>Brazilians need to learn too!
  32. 36. <ul><li>Paris Hilton in Brazil: Controversy </li></ul>Brazil loves/hates Paris
  33. 37. <ul><li>http//deepbrazil.com </li></ul><ul><li>www.gringoes.com.br </li></ul><ul><li>www.brazzil.com </li></ul><ul><li>www.thebrasiliansonline.com </li></ul><ul><li>http://www.foreigntranslations.com/page-content.cfm/page/etiquette-pdf </li></ul><ul><li>www.brasil.gov.br </li></ul><ul><li>Books:McDonald, Ian, Brasyl, Prometheus, 2007. </li></ul><ul><li>Matta, Roberto da, Carnavais, Malandros e Herois, 1997 </li></ul>Websites/Books
  34. 38. <ul><li>Muito Obrigado!!!! </li></ul>