Arjun,

Your memo is well organized and written and in need of only a limited number of edits. Your guidance
for the cross-cultural communication scenario is very good. Finally, you have displayed ample
consideration of your audience in framing your points.

Well done.

Grade: 77/80

CJR

Memorandum

To: Jennifer Williams

From: Arjun Singh

Date: February 12, 2019

Subject: Cross Cultural Considerations for South American Expansion

As our company expands across countries, information technology is not likely to change. However, our
approach to it in different circumstances must be informed by knowledge of the host culture and
business culture in our new arenas of business. As the leader of the team expanding into our new
markets of Brazil and Argentina, you should be aware of any cultural considerations to take into
account. While both share some similarities in culture, being both situated in South America, there are
key differences to take into consideration when working there.

When working in Brazil, one thing that needs to be taken into account first and foremost is that Brazil is
singular in Latin America as a Portuguese- speaking country, and they take pride in that. Referring to
them as Latins or alluding to the usage of Spanish instead will be seen as a grave insult. [1] While the
number of English-speaking businessmenpeople and government officials is increasing, the use of an
interpreter may make some Brazilians more comfortable. Additionally, making an effort to learn a small
amount of Portuguese can be appreciated by your audience. [2] Having led other teams across
international expansion, you undoubtedly have knowledge of the nuances of hiring an interpreter and
tailoring communication with them to increase clarity and conciseness. The actual process of doing so is
the same irrespective of the particular language. Therefore, I will not dwell on it.

The culture of conducting business in Brazil focuses on relationships, therefore one should be
established foremost, to ensure business success. However, gifts are not the best way to do so,
especially not in the first few meetings, as it (“It” does not have an appropriate antecedent. It would be
better to say “…as offering them may be…”) may be misinterpreted as a bribe. [1] The typical
professional and direct form of negotiation that is common in Europe and America is not the ideal
approach to Brazilian businessmenpeople. They are more flexible and mindful about the short term,
preferring to focus on the individual rather than the company, and used to improvisation due to the
unstable economic and political climates. [2]

Again, excess formality is not a requirement, and in fact may hamper attempts to build strong personal
and business relationships with your contacts. The way to develop social relationships is usually over
some type of formal lunch or dinner. They are usually a way to socialize and get to know your contact,
and while they may discuss business over a meal, it is rare, and you should follow the lead of your host,
who will usually prefer to discuss and socialize. One minimal issue that will arise from the two specific
markets we are entering is that some Brazilians view Argentina as an economic rival, it may not be a
good point of conversation, but while topics like religion and Argentina may be bad topics for
conversation, the people are very forgiving about such things. Drinks are common but not necessary, as
soft drinks and juices are also acceptable for toasts. One thing to keep in mind is that Brazilians are not
usually on time to meetings and will regularly be about 15fifteen (Remember our style guideline.)
minutes late to social events. This should be accounted for and is not seen as a character flaw in Brazil.
Such meetings will often run late anyway, so the amount of total time wasted will likely be minimal. [2]

Some similarities between Argentina and Brazil in corporate culture is that face-to-face meetings are the
norm for business meetings, and while details are discussed with many levels of management, the
decisions are made by the top person. Bureaucracy and government regulation is intense, and financial
regulations can significantly lengthen the time it takes to get work done. Argentinians are family-
oriented, and thus they also value relationships, which may support and bolster more sensitive
negotiations. [2] [3]

One contrast, though, for Argentina is that while Spanish (quite influenced by Italian in Argentina) is the
traditional language of business, the country has one of the highest English literacy rates in Latin
America, and is highly educated. [3] Additionally, the business etiquette is rather more formal than
Brazil, although it will usually begin with some small talk rather than directly entering business
negotiations. While relationships are important, it is much more necessary in Argentina to document
contracts in writing, as lengthy, detailed contracts are the norm, and having everything well-
documented will aid in getting past bureaucracy.

Overall, the biggest similarity between the two markets for our business is that they are both full of
potential for growth, and as long as we can be vigilant in treating their business culture with
consideration, appreciation, and acceptance, we can reap benefits from our expansion into these two
countries.

References

[1] http://www.ediplomat.com/np/cultural_etiquette/ce_br.htm

[2] http://www.brazil1stedition.doingbusinessguide.co.uk/the-guide/business-etiquette/

[3] https://www.tmf-group.com/en/news-insights/articles/2018/april/cultural-considerations-when-
doing-business-in-argentina/