1. Doing Business
BRAZIL -2017
Miguel López

3.
Fortune:

4. COMMUNICATION

5. COMMUNICATION=EMPATHY

6. CULTURE
“Culture is a dynamic process of solving human problems and dilemmas in areas of human relationships, time, and nature.” Fons Trompenaars
“A collective programming of the mind which distinguishes the member of one human group from another” G.H. Hofstede
“Culture is a rich complex of meanings, beliefs, practices, symbols, norms and values prevalent among people in a society” Shalom Schwartz
“Culture is how things are done around here.” John Mole

7. CULTURE
LANGUAGE
RELIGION and BELIEFS
NATURE

8. Edward T. Hall was an anthropologist who made early discoveries of key cultural factors. In particular he is known for his high and low context cultural factors.
High context
In a high-context culture, there are many contextual elements that help people to understand the rules. As a result, much is taken for granted.
This can be very confusing for person who does not understand the 'unwritten rules' of the culture.
Low context
In a low-context culture, very little is taken for granted. Whilst this means that more explanation is needed, it also means there is less chance of misunderstanding particularly when visitors are present.

9. Openness of messages
Many covert and implicit messages, with use of metaphor and reading between the lines.
Many overt and explicit messages that are simple and clear.
Use of non-verbal communication
Much nonverbal communication and body language.
More focus on verbal communication
Cohesion and group significance
Strong distinction between ingroup and outgroup. Strong sense on family
Flexible and open grouping patterns, changes when needed.
Relationship vs task
Relationship more important than task  amigo.
Task more important.
Conception of time
Open, flexible, present oriented, process more important that product. POLYCHRONIC
Linear time, well organized, product more important than process. MONOCHRONIC

10. TIME

11. TIME
EDWARD T. HALL
Open, flexible, present oriented, process more important that product. POLYCHRONIC
Linear time, well organized, product more important than process. MONOCHRONIC
FONS TROMPENAAR:
Time as synchronisation  events in parallel, synchronised together.
Finds order in coordination of multiple factors.
Time as sequence  events as separate items, sequence one after the other.
Order in actions that are one after the other.
GEERT HOFSTEDE:
Long- versus Short-term Orientation (LTO)  focuses on to what extent the group invests for the future, is persevering, and is patient in waiting for results.

12. Meetings

13. "A cordialidade...a lhaneza no trato, a hospitalidade, a generosidade, virtudes tão gabadas por estrangeiros que nos visitam, representam com efeito um traço definitivo do caráter brasileiro..." “The friendliness ... The openness, the hospitality , the generosity are all virtues so vaunted by foreigners who visit us, that they, in effect, represent a definitive feature of the Brazilian character” Sérgio Buarque de Holanda - Raízes do Brasil, 1936

14. Working and Business Hours
Breakfast, Lunch, Dinner
Use of Phone, “Fax”, , etc
Authority, Status and Decision Makers
Time and Punctuality
Language
Dress Code
Greeting Protocols
Women in Business
Meeting Formats
Negotiating in Brazil 
Management 

15. Clasificaciones:

16. NEGOTIATIONS & MANAGEMENT
Respect and courtesy
Identify problems: politics/corruption and ethics
Cultural taboos (despachante, “I know! Me too!, “yes, we can!)
Know the Law (+ jeitinho)
Simplify language
Be flexible, be tolerant (time)

17. It is important to work closely with local lawyers and accountants
It is important to work closely with local lawyers and accountants. Many people have found the services of local middlemen (despachante) extremely useful.

19. Yes, we can!

20. POSITIONING STRATEGIES
A MIXTURE OF LOW COST AND DIFFERENTIATION
QUALITY OBSERVED
FIRMS PREFER SALES TO CHANNELS & INTERMEDIATES
CONSUMER PRODUCTS ARE TARGETED TO ALL ETHNICS GROUPS

22. https://en.wikipedia.org/wiki/Universo_Online
Real big ones:
In the times of Lula…
Now:

23. Geert Hofstede, Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations.  Second Edition, Thousand Oaks CA: Sage Publications, 2001
Geert Hofstede, Gert Jan Hofstede and Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. McGraw-Hill 2010.
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