Cultural intelligence

 
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Brazil - new cultures and business initiatives

The hosting of the World Cup in Brazil was so successful that Brazilians are already looking forward to a successful Olympics in 2016. Some estimate that as many as 1 million overseas tourists were handled for the 2014 World Cup, along with the 3 million Brazilian tourists who travelled to see the games.

During the World Cup, a poll was carried out to evaluate factors including stadium conditions, hotels, restaurants, security, transport, communications and prices.  95 per cent of visitors rated the reception in Brazil as excellent or good.

The Brazilian melting pot, totaling 200 million people, is renowned for its spontaneity, liveliness and warmth. Any nationality is welcome there and although language can be a barrier, Brazilians do not hesitate to go out of their way to help others in a friendly and genuine manner.

The welcome given to visitors during the games can be applied to a business context. After a remarkable decade of steady growth and economic stability, Brazil has emerged as one of the world’s most important new consumer markets. Companies from all over the world have marketed their products and services in Brazil through new branches, representatives or via distributors.
 
However, business language, greetings, titles, business cards, conversational topics, negotiation, introductions, business meals, public behaviour are quite different and need to be handled within the culture. Besides, as anyone who has been doing business in Brazil will tell you, “Brazil is not for beginners”. Bureaucracy for start-ups and complex tax laws do require some patience and specialised help.
 
Personal interaction plays a major role in business decision making. Remember, Brazilians do not do business with companies, but with people!

Share any Brazilian business experiences you have enjoyed

Adapted from an article by Tania Magalnic

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