Geert Hofstede Cultural Dimensions Comparison: Brazil and USA Power Distance: The US has a score of 40 in this category. A lower score in this category shows that our country doesn’t have such a wide gap between the groups that do or do not have the power in society. Brazil scored a 69 in this dimension. They accept more inequality between the leaders and less powerful in society. In their culture, it is important for them to know where they stand in the community, so they know how much respect to pay to another of more power. When selling into this country, we would need to understand who the leaders are on the project and be very respectful.
Individualism: The US scored 91. This is an extremely high score meaning that we value being individuals in this country. Brazil has a score of 38. Opposite from the US, Brazilians are collectivists. They believe in the group as a whole, rather than individuals. When selling to a country with a low individualism score, you would want to build a rapport with them. You want them to feel like you are part of their family.
Masculinity: The US scored a 62 in this dimension, meaning that we are more of a competitive society. Brazil falls right in the middle of the spectrum with a 49. While we strive to be the best, countries with lower scores tend to care for others and want to be happy with what they do in life. Brazil falls right in the middle. When selling to them, we should try to act as equals to them, and not feel the need to one-up them.
Uncertainty Avoidance: The US scored 46. We are relatively open to new ideas and not knowing what the future holds. With a 76, Brazil has a high score in this category. They hate ambiguity, and the unknown makes them anxious. When selling to Brazil, you should be very prepared. If you seem uncertain in yourself, they would probably steer clear of your product.
Pragmatism: The US has a low score of 26. We are sometimes skeptical about new technology...
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