Doing business in Brazil can be a challenging experience due to economic uncertainties involving inflation currency exchange, and interest rates, among other things (Moran, Abramson, Moran, 2014, p. 347). In addition to economic challenges, organizations also need to be aware of cultural differences that can hinder business relationships. These cultural difference include communication style, greetings, dress code for men and women and nonverbal communication styles.
In Western culture greeting someone is typically done by using a handshake. If they are someone close to you such as a close friend or family member then a kiss, typically only done by women, on the cheek may be appropriate. In Brazilian culture greeting someone is done differently. Historically a handshake is an appropriate form of greeting between men and women in a business setting. However, because Brazilians are warm and friendly people who feel free to show their affections in public, one or two kisses on the cheeks are common between a man and women as well as between two women (Moran, Abramson, Moran, 2014, p.348). This type of affection in a Western culture could create hostility because we typically like our personal space.
Dress code in Brazil has some similarities to Western culture. A standard dress code for men consists of dark or light colored two-piece suits. While men in the Brazilian workplace dress in much the same way as their American counterparts do in general, the same may not be true for Brazilian women. While many Brazilian business women do wear business suits, it is not unusual for women to dress in low-cut, tight transparent tops, even with spaghetti straps in the office (Moran, Abramson, Moran, 2014, p.348). This type of dress code in a Western culture would not be acceptable. With so many recent sexual harassment allegations, organizations have implemented and enforced strict business dress codes. A women wearing a transparent top would result in her being sent home and possibly disciplined.
While it has been said that nonverbal communication accounts for about 70 percent of all communication, this percentage can be even higher when members of different cultures try to exchange information, especially if one does not speak the local language (Moran, Abramson, Moran, 2014, p. 351). At times, nonverbal forms of communication carry more weight in a conversation than the actual words do. One example of nonverbal communication is eye contact. In Western culture, it is acceptable to have eye contact with someone you are speaking to. But a person who avoids eye contact can be perceived as unfriendly, insecure, untrustworthy, inattentive and impersonal (Moran, Abramson, Moran, 2014, p. 51). Too much eye contact can be perceived as a sign of aggressiveness. In Brazilian culture where individuals hold the same status level, look each other in the eye when speaking. However, it is also common for a person from a lower class to look down when speaking to someone they consider their superior. This is a form of showing respect and should not be looked on with suspicion (Moran, Abramson, Moran, 2014, p. 352).
Attempting to establish working relationships in a foreign culture is a difficult task. Therefore it is vital for global leaders to have knowledge of economic challenges along with work environment cultural differences.
References
Moran, R. T., Abramson, N. R., & Moran, S. V. (2014). Managing Cultural Differences (9th ed.). Oxford: Routledge.
I absolutely understand the importance of utilizing non-verbal communication, even here in the US.
Here in California, especially in the retail industry, tourism is very high. It has been a challenge to communicate with clients who are Asian-American, especially when I was working at Giorgio Armani a couple years ago. I started to build a professional relationship with a client and made her a repeat client. She spoke little to no English and I sold her $900 worth of clothes and accessories on her first visit all with non-verbal communication. I would have to point to items, show her fabrics, put her in the dressing room, etc. There were times where I needed to use a translation app to communicate certain things. However, it just comes to show that taking an extra step can make or break your chances of moving up in the industry. Customer service is everything in retail and it was a great way to get me out of my comfort zone with typical verbal communication. I even taught her the word beautiful! Haha. Anyways, I think you did great depicting which areas of Brazilian culture are important to know if encountered with an individual. Have you personally encountered any challenges in communication with someone of a different cultural background?