MISCOMMUNICATIONS WITH A BRAZILIAN AUTO PARTS MANUFACTURER

1. ALEESSANDRO SILVA & AGOSTO VENTURE

President/ Sales manager of mid-sized auto parts manufacturer in San Paulo
i. Very formal, conservative style
ii. Company executives
Cultural Dimensions:
o

Conservative, orderly social structure

Strong emphasis on relationships, trust and cohesive group work

Passionate, emotive and inclusive focus

2. HENRY & WALLY WILLIAMS

President & Vice-President of Purchasing of American company Lucky Auto Parts
i. Less conservative style
ii. Family ties
iii. Wally No experience in exec position or auto industry
Cultural Dimensions:
o

Equality within the workforce

Short term oriented business relationships

Informal communication styles

WHAT ARE THREE OF THE CULTURAL MISSTEPS THAT WALTER AND

HENRY HAVE MADE IN THIS SCENARIO? WHY DID THESE HAPPEN?

IF YOU WERE A NATIVE OF BRAZIL AND ADVISING AMERICAN

BUSINESS REPRESENTATIVES ON WHAT TO DO WHEN TALKING TO
BRAZLIAN BUSINESS PARTNERS, WHAT WOULD YOU TELL THE
AMERICANS ABOUT THE BRAZILIAN CULTURE?

IMAGINE THAT THE SITUATION WAS REVERSED AND THE BRAZILIAN

BUSINESSMEN WERE COMING TO THE US TO LOOK FOR A SUPPLIER.
WHAT WOULD YOU TELL THE BRAZILIANS ABOUT AMERICAN
CULTURE?

Brazil

o Conservative, orderly social structure

o Strong emphasis on relationships, trust and cohesive
group work
o Passionate, emotive and inclusive focus

America
o Equality within the workforce
o Short term oriented business relationships
o Informal communication styles