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Capital city Brasilia

Capital city Brasilia Language Portuguese Population approx. 187 million (62% under age of 29) Climate mostly tropical, but temperate in south (average temperature 22-27°C)

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Capital city Brasilia

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  1. Capital city Brasilia Language Portuguese Population approx. 187 million (62% under age of 29) Climate mostly tropical, but temperate in south (average temperature 22-27°C) Religion Roman Catholicism Government Federative Republic Economy largest in South America, 9th largest in the world

  2. Uncertainty • BRAZIL • Highly structured • “Custo Brazil” – real cost of business (legal & bureaucratic complications, etc) • Law, rules, regulations and religion used to avoid uncertainty • GERMANY • Belief in experts and their knowledge • Technical skills and strong and clear leadership required • Methodical approach with clear indentified goals • Considerable amount of preparation and in depth planning (meetings, schedule, etc to avoid ambiguity) • Lots of rules and regulations

  3. Power distance • GERMANY • Decentralized and flatter organisational structure (functional structure) • Equal qualifications • Exercise of power is more flexible • Strong respect for authority (formal relationships, even in public) • BRAZIL • Very hierarchical, decisions made at most senior levels • Clear instructions are necessary if task to be performed fully • Lot of internal politics • Understanding of the corporate power structure is important • Relationships and personality come before business

  4. Individualism/Collectivism • GERMANY • Competence over seniority • Free market economy encourages individualistic tendencies • Status and position is based on individual achievements • Business and family life is separate • BRAZIL • Seniority over competence • Publicly own companies encourage collective culture • Loyalty and trust over individual needs (relationships orientated) • Importance of family (also evident in business culture)

  5. Masculinity • GERMANY • Professional goals are more important than personal • Assertive, tough, competitive and focused on material success • Work balance is of low importance • Gender quality • Emotion is seen as weakness • BRAZIL • More caring for others, less self centered • More emphasis on work balance (quality of life) • Traditional values (dominance of men in workplace, although business women are treated fairly) • Very tactile and emotive culture

  6. Brazil • DO`S • time spent on building relationships is never wasted • Pay attention to your appearance • Do your homework (“custo brazil) • Use local legal expertise • Manage • Learn language • Make sure you deal with decision maker • Be yourself, be honest • DON`TS • Show feeling of frustration or impatience • Publicly criticize your Brazilian counterparts • Worry if agendas at meetings are not followed • Change your negotiating team • Rely on emails to give information • Be detached • Avoid the use of humor in business situations • Speak Spanish

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