• Conducting business in Brazil requires an understanding of the country's rich heritage and culture.flag of brazil with globe image by patrimonio designs from Fotolia.com
  
  Brazilian business protocols are greatly shaped by the country's diverse culture and geography. The culture is a thriving blend of Portuguese, African and indigenous Indian influences. As a country, Brazil is famous for its warm hospitality, openness and colorful social events, such as Carnival. The diversity of Brazilian society is further shaped by prevalent class differences. Understanding the dynamics of Brazilian society and the unique values of its citizens will help you conduct business more successfully with your Brazilian colleagues.
  
  

Introductions and Greetings

• During introductions, men exchange handshakes and maintain steady eye contact. Brazilian business women typically extend their hand first when they want to shake hands with someone of the opposite sex. Another traditional way women greet each other is by sharing two quick kisses on the cheek. They alternate cheeks and start with the left. Hugging and backslapping are other common and accepted ways both genders greet friends. Do not draw away from this intimacy, as others may perceive you as insincere.
  
  

Exchanging Gifts

• When attending an event at the home of a Brazilian business person, honor your hostess with flowers or a small token of appreciation, such as a nice bottle of wine, whiskey, coffee table book or name- brand pen. Brazilian households consider orchids a particularly elegant gift; any color is acceptable, except for purple ones, since Brazilians associate the colors of purple and black with mourning. Gifts for your counterpart’s children will make a favorable impression.
  
  

Business Interactions

• Brazilians prefer conducting business with people they know on a personal level. For this reason, they prefer face-to-face meetings over written communication. Many Brazilian companies use group consensus to make decisions. All are welcome to share their opinion and interrupting others is common and acceptable. Always be polite during group interactions, however, as criticizing a Brazilian may cause that person to experience long-lasting embarrassment in their business circles.
  
  

Written Communications and Scheduling Meetings

• Written communications are often informal and do not rely on strict rules of protocol, with the exception of legal contracts and business agreements, which Brazilians take very seriously. If you have a business meeting scheduled with a businessman in Brazil, confirm the appointment in writing at least two weeks ahead of time. However, do not feel offended if your counterpart cancels the meeting at the last minute. In Brazil, it is not uncommon for plans to change at the last minute.
  
  

Discussion Topics

• Brazilians often talk about social subjects during business meetings. Favorite topics include soccer, family, children, the beach and Brazil's development as a country. Speak in the correct Portuguese dialect to ensure a positive impact. Avoid topics such as Argentina (Brazil's primary nemesis in the game of soccer), Brazil's class system, the Brazilian rain forest, politics, religion and poverty. Brazilians value friendship above all else and the expression, "For friends, everything. For enemies, the law," is a favorite in Brazil.
  
  

Wardrobe

• An engaging personality and appearance are critical to successful business dealings. Brazilians are fashion conscious and the way you dress will shape their perception of you. Brazilian women are well-dressed in all situations and accentuate their feminine features. They wear dresses but are never overly formal. Stylish shoes and manicured nails go a long way in making a positive first impression. Brazilian men wear conservative dark suits, shirts and ties. Business executives wear three-piece suits, while general office workers wear two-piece suits.
  
  

Timing

• The Brazilian culture is extremely laid-back about time. Being ten to fifteen minutes late for business meetings is common, and 20 to 30 minutes late is not unusual. In all cases, a Brazilian's international counterpart should be punctual for a formal meeting, but not feel offended or frustrated if their Brazilian colleagues show up later than the scheduled time.