1. Capital city Brasilia Language Portuguese Population approx. 187 million (62% under age of 29) Climate mostly tropical, but temperate in south (average temperature 22-27°C) Religion Roman Catholicism Government Federative Republic Economy largest in South America, 9 th largest in the world http://www.brazil.org.uk/

2. Cultural differences GERMANY Polychromic culture When invited for dinner arrive on time Written communication is favored Honest, rational, say what they think (literal and direct culture) Doing culture BRAZIL Relaxed and flexible approach to time Arrival to dinner should be at least 30 min later Face to face communication preferred Small lies told to avoid confrontation, not to hurt anyone`s feelings (coded and diplomatic culture) Being culture http://www.worldbusinessculture.com, http://www.kwintessential.co.uk

3. Hofstede`s Dimensions

4. GERMANY (65%) Belief in experts and their knowledge Technical skills and strong and clear leadership required Methodical approach with clear indentified goals Considerable amount of preparation and in depth planning (meetings, schedule, etc to avoid ambiguity) Lots of rules and regulations BRAZIL (76%) Highly structured “Custo Brazil” – real cost of business (legal & bureaucratic complications, etc) Law, rules, regulations and religion used to avoid uncertainty Uncertainty (UAI)

5. Power distance (PDI) GERMANY (38%) Decentralized and flatter organizational structure (functional structure) Equal qualifications Exercise of power is more flexible Strong respect for authority (formal relationships, even in public) BRAZIL (69%) Very hierarchical, decisions made at most senior levels Clear instructions are necessary if task to be performed fully Lot of internal politics Understanding of the corporate power structure is important Relationships and personality come before business http://www.worldbusinessculture.com

6. Individualism/Collectivism (IND) GERMANY (67%) Competence over seniority Free market economy encourages individualistic tendencies Status and position is based on individual achievements Business and family life is separate BRAZIL (38%) Seniority over competence Publicly own companies encourage collective culture Loyalty and trust over individual needs (relationships orientated) Importance of family (also evident in business culture)

7. Masculinity (MAS) GERMANY (68%) Professional goals are more important than personal Assertive, tough, competitive and focused on material success Work balance is of low importance Gender quality Emotion is seen as weakness BRAZIL 38%) More caring for others, less self centered More emphasis on work balance (quality of life) Traditional values (dominance of men in workplace, although business women are treated fairly) Very tactile and emotive culture

8. Brazil DO`S time spent on building relationships is never wasted Pay attention to your appearance Do your homework (“custo brazil) Use local legal expertise Manage Learn language Make sure you deal with decision maker Be yourself, be honest DON`TS Show feeling of frustration or impatience Publicly criticize your Brazilian counterparts Worry if agendas at meetings are not followed Change your negotiating team Rely on emails to give information Be detached Avoid the use of humor in business situations Speak Spanish