Brics

BRAZIL

According to Trompenaars cultural dimension, Brazil is a particularistic society, where human relationship are considered to be more important than rules. In Brazil, they treat each case based on its unique circumstances. What is right in one situation might not be right in another. They believe that each circumstance, each relationship, dictates the rule that they live by. Their response to a situation may change, based on what's happening in the moment and who's involved. They take time to build relationships and get to know people so that they can better understand their needs.

Brazil is a collectivist society which places family at the centre of its social structure. Families in Brazil tend to be large and close-knit, providing members security and connections. The importance of family is also evident in Brazilian business culture where often family members work for the same company, either family owned or otherwise.

Through the lens of the 5-D model , Brazil has a score of 38 which means that in this country, people from birth onwards are integrated into strong, cohesive groups (especially represented by the extended family; including uncles, aunts, grandparents and cousins) which continues protecting its members in exchange for loyalty. This is an important aspect in the working environment too, where for instance an older and powerful member of a family is expected to 'help' a younger nephew to be hired for a job in his own company. In business, it is important to build up trustworthy and long lasting relationships. In Brazil, a meeting usually starts with general conversations in order to get to know each other before doing business.

Brazilians have a Latin temperament, that's why they often appear extremely emotional during meetings (especially to those cultures who have a more reserved approach). But the fact that they show their reaction immediately does not indicate a lack of control or anger, it merely means an expression of commitment...