Rules for Negotiations

Pre-negotiation

     Brazilians value making connections and establishing personal relationships prior to doing business. Also, when it comes to scheduling a business meeting, it is acceptable to call, email, or leave messages until someone contacts you back.

The Negotiation

     Similar to China, Brazilians can be very indirect when doing business. They will rarely say no, so as to save face and relationships with their business partners. Aside from Sao Paulo, Brazilians like to do business at a rather slow pace. This slow pace can draw out the length of a negotiation considerably. While negotiating, Brazilians readily express their emotions. Often times, display of emotions during a business meeting can affect the outcome of a negotiation.

Closing the Deal

     Although it is acceptable to show emotion while negotiating in Brazil, you should avoid showing disappointment or frustration if a negotiation does not go exactly as you wanted it to. Showing your disappointment may jeopardize the relationship. When a negotiation has been reached, Brazilians like to shake hands to confirm the deal. Following a handshake, it is important to stick around for a bit and make small talk to establish and even stronger personal relationship.

Pitfalls and Problems

     There can be many possible pitfalls and problems with cross culture negotiation. One major potential problem is the pace of cultures. If one culture likes to work fast and get in and get out while the other culture likes to take their time and shoot the breeze a little bit, the faster-paced culture may rush to a deal quicker than they would like and lose out. Directness versus indirectness could also be a huge pitfall. It could be difficult to arrive at a negotiation for two cultures on opposite sides of this spectrum. Language, of course, is an obvious potential problem. It is important to bring a translator or to make sure both sides can speak the same language when negotiating. The list of possible pitfalls and problems could go on and on, ranging from major to minor problems.

Leader’s Standpoint

     A U.S. leader must make some adjustments if he or she wants to successfully negotiate in Brazil. First, I need to make sure I go into a negotiation ready for the long haul. Prior to the negotiation, it is necessary to talk to a Brazilian business person and get to know him. Ask about his family, his interests, and some of his favorite stories. While negotiating, it is important not to get frustrated if the pace is not as quick as you’d like. Do not hurry to close the deal as this may hurt your company’s chances of reaching the negotiation as planned. As a U.S. leader negotiating in Brazil it is acceptable to be enthusiastic. Express what you’re feeling and use plenty of gestures. This will only help your chances of persuading them into a better negotiation. Remember, though, do not show frustration at the end of a deal as this may lose the trust and hurt the relationship of a Brazilian. After closing the deal, it is vital to shake hands and continue to make small talk. Pick up on where you left before the negotiation and even ask your Brazilian business partners out for a drink or a meal.

Etiquette and Respect in Brazil

     Etiquette and respect in Brazil is a bit different than etiquette and respect in the United States. The first thing that I found shocking is that appointments in Brazil must be made two weeks in advance. It is considered disrespectful to make impromptu appearances or calls in business settings. In the United States, it is appropriate to schedule appointments ahead of time, but it is not always necessary. My mom works in the school district as the Director of Curriculum in my hometown and she constantly has teachers and other workers stop by to discuss curriculum and other matters. She has told me that she almost prefers people to just show up at her office rather than scheduling an appointment. 

     One huge difference in business etiquette between Brazil and the United States is punctuality. In Brazil, it is acceptable to be fashionably late every once in awhile. Lateness in the United States is often a sign of rudeness or laziness and is generally not accepted. Americans do not like to be kept waiting, especially in business settings. Although it is much less frowned upon to be late in Brazil, you should still call the company and inform them if you know you are going to be late. 

     Brazil’s culture is considered to be somewhat sexist and socially unjust. American women visiting Brazil should be prepared to be treated “below” men. Lower class people should also be prepared to be treated unequally. Times are slowly starting to change, though, regarding sexism and social equality in Brazil. They are beginning to adapt more of a 21st century approach rather than a 1950’s system. Women and lower class citizens are working their way up and are being treated more equally than in the past. 

     Occupation, or job title, often symbolizes how much respect or honor an individual should receive. I did a little bit of research on the highest paying jobs in Brazil versus the United States and found some noticeable differences. Anesthesiologists take home the most coin in the United States. In Brazil, anesthesiologists are the 35th best paid. Police officers in Brazil are in the top ten for highest paid workers, while police officers in the United States are nowhere near that. Attorneys in Brazil barely make the top 100 for highest paid workers. Attorneys in the United States, on the other hand, are extremely well paid (usually over $100,00 per year). 

 

 

     

 

Nonverbal Communication in Brazil

     The number one difference between Brazilian and American culture is personal space. Brazilians tend to stand very close to each other during conversation – one to two feet apart is the norm. Brazil is also a high touch culture. It would not be unusual for a Brazilian man to put his hand on the shoulder, arm, or hand of a Brazilian woman during conversation. It would certainly take some time and adjustment as a business leader in Brazil. Americans value personal space and we certainly are not a high touch culture. You must do your best to make yourself appear comfortable during conversation, though, as Brazilians view people who keep a far distance as rude and unfriendly. 

     There are a few hand signals in America that don’t exactly correspond with Brazilian hand signals. In Brazil, making the “O.K.” sign with your fingers is equivalent to flipping someone the bird (middle finger) in America. There is also a gesture in Brazil that warns someone that his wife is cheating. This gesture could obviously end poorly in some circumstances. Your best bet with hand gestures and emblems as a business leader in Brazil is to try to avoid them altogether. If you feel like you must do hand gestures, make sure to do your research!

     Eye contact in Brazil is fairly similar compared to eye contact in America. Brazilians favor direct eye contact during conversation. Steady, consistent eye contact shows sincerity and a lack of eye contact will result in a lack of trust. One thing that I found interesting about eye contact in Brazil is that service people, such as maids, delivery people, and repairmen, usually avoid direct eye contact with the people that they serve. Because eye contact is viewed so similarly in Brazil, it shouldn’t be too difficult to adjust as a business leader. 

     I had trouble finding research online about office space in Brazil. I assume that, because of their close personal space, offices and rooms are probably small in size. The smaller the room, the closer packed people in the room will be. This creates close-proximity and high touch conversation. This is just my opinion, though, not actual fact. As a business leader in Brazil, a normal American would have a tough time adjusting to smaller office sizes. Personally, I would have no problem with the small office size. I have lived in a dorm for three years and my room at home is relatively small, so a small office would be no biggy for me. 

 

Direct vs. Indirect Communication

     Direct communication simply means saying exactly what is on your mind. An example of direct communication would be, “Dad, these shoes are junk. Would you buy me new shoes for my birthday?” Indirect communication means hinting or beating around the bush. An example of indirect communication would be, “Hey dad, I have a birthday coming up next week and it sure has been a long time since I’ve had a new pair of shoes.” Although it is implied that you would like a new pair of shoes for your birthday, you’re not actually asking directly for a new pair of shoes. 

     “In a country like Brazil, if you feel something strongly, you show it. Overt signs of emotion definitely do not imply lack of conviction and should be taken as the deeply felt belief of the speaker.” Direct communication cultures, similarly known as low context cultures, are taught to say what they mean. The first sentence of this quote states that Brazilians do not try to hide their emotions when they feel strongly about something. Usually, high context cultures are much more reserved when communicating. 

     “Communication is often informal and does not rely on strict rules of protocol. Anyone who feels they have something to say will generally add their opinion. It is considered acceptable to interrupt someone who is speaking.” The second and third statements of this quote prove that Brazilians do not hesitate to speak their mind. This is very similar to what I said in the last paragraph, that low context cultures are taught to say what they mean. A high context, or indirect communication culture, certainly would not think it acceptable to interrupt someone at any point in time. 

     “In business settings they usually have no problem saying NO and may prefer frank messages to diplomatic ones. Brazilians can be direct and intense at the negotiation table, while polite and ambiguous in social settings.” Brazilians seem to be strictly business when it comes to business. They would much rather prefer a blunt response rather than a tactful response. When it comes to social settings, on the other hand, Brazilians are a little more reserved and tend to watch what they say so as not to embarrass someone else. 

     Personally, I wouldn’t have to adapt much at all to work in Brazil. Similar to Brazilians, I will not hesitate to speak my mind and to be firm when it comes to business. I believe that business is best conducted when people are direct and straight-to-the-point. When you have indirect and tactful responses, the concept as a whole may not be conceived as it was meant to be. I also wouldn’t have to adapt much when it comes to social settings in Brazil. I consider myself to be very polite and reserved in social settings. 

     Fun Fact: Brazilians stand extremely close together when they communicate. Backing farther away from them when communicating is a sign that you are uncomfortable with them. 

 

 

Age and Gender in Brazil

Youth vs. Seniority

“In Brazil, the elderly are frequently seen as burdensome, as they are no longer a part of the labor market and must be cared for by family or by state social services.” This statement, which I found in an article by Alicia Kriewell, is pretty straightforward about how the elderly are viewed in Brazil. Although it is clear that Brazil values youth, the same article explains that there are many religious groups trying to negate Brazil’s negative view on the elderly. Essentially, Brazil has been a youth-centered culture in the past. Recently, however, there has been strong efforts to keep the elderly of Brazil involved and to maintain their level of dignity and respect. Brazil has a relatively low median age, 28.9 years, compared to the United States’ median age of 36. Our homeland (United States) certainly values youth and is constantly looking ahead to the future. With a median age of 28.9 years, the young people of Brazil have an undeniable impact on their culture. However, that number is on the rise and it will be interesting to see if Brazil becomes a more elderly-centered culture in the next ten to twenty years. 

Gender

According to a study in September 2010, “Brazilians strongly believe there should be gender equality, and that women should be able to work outside the home.” The same article also states that women and men often split chores around the house. Like the United States, women usually do the dishes, laundry, and cleaning, while the men do yard work and other physical jobs. Although Brazilians believe in gender equality, the numbers don’t exactly suggest complete equality. Brazilian women earn only 75% of what Brazilian men earn, just a shade below what American women earn (76.5%) of what American men earn. According to Hofstede’s dimensions, Brazil scores a 49 in the Masculinity/Femininity dimension. This score is basically middle of the path, meaning that Brazil, for the most part, doesn’t favor men over women and vice versa. The United States scores a 62 in the same dimension, which tells us that we value competition, achievement, and success just a tad more than Brazil does. 

 

 

Hofstede’s Value Dimensions

Brazil vs. United States

     “Power Distance, or PDI, expresses the degree to which the less powerful members of a society accept and expect that power is distributed unequally.” Brazil’s PDI is 69, which is relatively high compared to the United State’s PDI score of 40.               Individualism is listed in the online Oxford Dictionary as, “A social theory favoring freedom of action for individuals over collective or state control.” Brazil scores a moderate to low 38 in this dimension, while the United States has an extremely high score of 91. The United States is considered to be the most individualistic country in the world, so it’s no wonder that their individualism score is so much higher than Brazil’s.

      Hofstede’s site states that masculinity represents “a preference in society for achievement, heroism, assertiveness, and material reward for success.” Our class notes define a feminine culture, on the other hand, as emphasizing “the importance of life choices that improve intrinsic aspects of the quality of life.” Brazil is listed as a 49 for its masculinity score on Hofstede’s site, where the United States scores a 62. These scores are fairly close, with the United States being a slightly higher masculine country.

      Kwintessential defines uncertainty avoidance as “measuring a country or culture’s preference for strict laws and regulations over ambiguity and risk.” Brazil scores high in the UAI dimension at 76, proving that they show a strong need for rules and laws in order to maintain a steady lifestyle. The United States scores a mild 46 in this department, which shows that our country does not rely as heavily on strict legal systems in our every day lives.

      Hofstede elaborately defines long-term orientation as, “The extent to which a society shows a pragmatic future-oriented perspective rather than a conventional historical short-term point of view.” Brazil scores a high 65 in the LTO dimension compared to the United State’s weak score of 29. This shows that Brazil is a more future-oriented, long-term country, whereas the United States is much more concerned about our short-term success. 

 

This chart shows that the United States is the most individualistic country in the world, just ahead of the United Kingdom.

 

      As a U.S. leader or manager, I would certainly have to adjust my communication to adapt to Brazil’s culture. First and foremost, I would have to speak in more group-oriented terms. Because the United States has such a higher IDV score than Brazil, I would have to choose my words wisely. For example, if one person in the company was accomplishing twice as much as any other employee, I would try to encourage and praise the whole company rather than that one person. Or if we were talking about what we could do to save money, I would discuss different ways that the company could save money, not different ways that I could save money. 

      I would also have to make adjustments in the uncertainty avoidance dimension. Brazil has a much higher UAI score than the United States. If I was the boss or CEO of a Brazilian company, I could set strict rules and deadlines to show exactly how and when I want my employees to turn in their work. 

      Brazil is a very long-term oriented country, compared to the United State’s short-term view. As a Brazilian leader/manager, I would have to create and discuss different options that the company could save money for the future, rather than ways that the company could spend money in the present. 

Brazil

According to Wikipedia, Brazil occupies most of the eastern part of the South American continent and borders the Atlantic Ocean. Brazil is the fifth largest country in the world – behind Russia, Canada, the People’s Republic of China, and the United States. Brazil’s official language is Portuguese and is spoken by an astonishing ninety-nine percent of the country. http://www.omniglot.com/writing/portuguese.htm suggests that Portuguese is spoken by roughly two hundred and forty million people worldwide, mostly in Brazil, and is a descendent of Latin. Besides Brazil’s geographical area being the fifth largest in the world, its population is also the fifth largest in the world at 193.9 million people (as of 2012). According to http://www.tradingeconomics.com/brazil/population, one out of every thirty-five people in the world are Brazilian, or roughly 2.85 percent of the world’s population. http://www.scholastic.com/browse/subarticle.jsp?id=944 states that Brazil is a federal republic and that its first constitution was derived in 1891. http://www.brazil.org.za/religion.html#.Ui0qSNAo4dU suggests that Brazil is the most religiously inclined South American country and that there are more Catholics in Brazil than anywhere else in the world.

Random Quote: “I did go into the Amazonian region of Brazil. They have prehistoric river fish that weigh in at around six hundred pounds, which you don’t see anywhere else.” – Anthony Bourdain (http://www.brainyquote.com/quotes/keywords/brazil.html). I am an avid fisherman so I thought that this quote was awesome. I wouldn’t mind trying my luck at catching one of those six hundred pound prehistoric river monsters.

  

Personal Worldview

According to http://www.thefreedictionary.com/worldview, worldview is defined as, “The overall perspective from which one sees and interprets the world.” Every individual and country has its own worldview, whether they are conscious of it or not. Your worldview is gained early in life and it influences your every day life. As Professor Parish described it in class, “Worldview is a set of presuppositions which we hold about the make up of our world.” I have a religious worldview. I have been a Christian my whole life and I do my best to practice a good, Christian lifestyle. “When you believe the Bible is entirely true, then you allow it to be the foundation of everything you say and do.” This quote, which I found at http://www.focusonthefamily.com/faith/christian_worldview/whats_a_christian_worldview.aspx, is a quote that I try to live my life every day by. As a Christian, it is important to put God first and to live your life for Him. I know that there is more in life than birth, life and death. Following death, there is eternal afterlife with our Lord. I live my life with a purpose – to one day be with our Lord forever. “People always say, ‘Take the road less traveled.’ They say it because taking the road less traveled requires discipline, bravery and strength.” I came upon this quote at http://travelstowardhappiness.blogspot.com/2012/07/the-road-less-travelled-vs-road-not.html. I have heard this quote hundreds of times throughout my life and I always think of it when I am put in a sticky situation. Most people in the world choose the more popular path – the path more traveled. Travelling on the path less traveled takes huge commitment and sacrifice, but will be greatly worth it in the end. If everyone in this world were to be a little more selfless, thoughtful, loving and caring and work on bettering their selves and their relationship with God, the world would be a much better place.