Brazil

Background Information Capital: Brasilia Official language: Portuguese Area: 8.511.965 km2 Number of inhabitants (2007): 185.998.215 (Brazilian Statistics Institute IGBE) Population density (2007): 23 Inhabitants per km2 Population growth (2007): 1,2 % for 2007 (IGBE 2006) Working population (8/2008): 57 % (IBGE) Foreign Inhabitants (2006): 0,7 % (IBGE) Unemployment rate: 7,6 % (8/2008), 9,5 % (8/2007), 10,6 % (8/2006) (IBGE) Religions: roman catholic (73,6 %), protestants (15,4 %), spiritualists (1,3 %), umbanda und candomblé (0,3 %), others (1,8 %), none (7,4%) (Census 2000) |
Based on area and population, Brazil is the fifth largest country in the world. In Europe it is commonly known as an attractive travel destination and former immigration country. Over four million Europeans immigrated into Brazil since the first Portuguese colonisation in the 16th century until the Second World War. Since the 1980s the circumstances have changed the other way round. It is estimated, that since then over three million Brazilians emigrated into the United States as well as Europe and Japan.

Nonetheless, due to the growing economy of the last decade, Brazil has changed again into an immigration country. Although Brazil is the ninth largest national economy of the world, social inequality is at its peak. In 2005 the richest 10% of the population earned 48% of the national income, whilst over 40 million Brazilians had less than 2 dollars a day to live (Central Intelligence Agency (CIA): CIA-Worldfactbook, https://www.cia.gov/library/publications/ the-world-factbook/geos/br.html.).
Consequently, many young and well-educated Brazilians see no professional future in Brazil and hence emigrate.
However, nearly half of the population is under 20 years of age, making it a country with a very strong industrial sector and large agricultural production. Moreover Brazil is estimated having the richest natural resources in the world (IBGE).

Short History

Brazil is the only Latin-American country, which entirely adopted Portuguese culture und language. Due to excavations it is believed that indigenous people have lived in Brazil since 10.000 years. However, Portugal began colonisation in 1532 and since 1549 it belonged to the Portuguese kingdom. In 1822 Pedro I (Son of Portuguese King João VI.) declared Brazil’s independence and appointed himself to be the king. Due to a revolt of the national army in 1889 the monarchy ended and a republic was proclaimed. In 2003 Luiz Inácio Lula da Silva became the first Brazilian president to have a working class background. Due to the fact, that he combined conservative financial policy with ambitious poverty eradication, he was able to recover his country financially after the 1997 Asian financial crisis. In 2011 Dilma Rousseff was elected the first female president.

Culture of Brazil

The cultural diversity of Brazil can be traced back to its history of immigration. Since 1500 immigrants of different parts of Europe have shaped Brazilian’s society. Yet, African slaves, who were brought into the country as working forces, decisively influenced Brazilian culture. Nonetheless, a new harmonising culture developed under these different influences, creating a multicultural and multiethnic society. In spite of that every third in four Brazilians is roman-catholic.

The website “kwintessential.co.uk” gives very helpful information on understanding business etiquette in Brazil. The following is a short extract of the website (http://www.kwintessential.co.uk/resources/global-etiquette/brazil-country-profile.html):

.” Brazilians prefer face-to-face meetings to written communication as it allows them to know the person with whom they are doing business.
. The individual they deal with is more important than the company.
. Since this is a group culture, it is important that you do not do anything to embarrass a Brazilian.
. The person making the criticism also loses face, as they have disobeyed an unwritten rule.
. 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.

Business Negotiation

. Wait for your Brazilian colleagues to raise the business subject. Never rush the relationship- building time.
. Often the people you negotiate with will not have decision-making authority.
. Use local lawyers and accountants for negotiations. Brazilians resent an outside legal presence.
. Brazilian business is hierarchical. Decisions are made by the highest-ranking person.
. Brazilians negotiate with people not companies. Do not change your negotiating team or you may have to start over from the beginning.

Business Meeting Etiquette

. Business appointments are required and can often be scheduled on short notice; however, it is best to make them 2 to 3 weeks in advance.
. In Sao Paulo and Brasilia it is important to arrive on time for meetings. In Rio de Janeiro and other cities it is acceptable to arrive a few minutes late for a meeting.
. Do not appear impatient if you are kept waiting. Brazilians see time as something outside their control and the demands of relationships takes precedence over adhering to a strict schedule.
. Meetings are generally rather informal.
. Expect to be interrupted while you are speaking or making a presentation.”