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SETTING UP A NEW MANUFACTURING BUSINESS UNIT IN BRAZIL.

Hofstede defined national culture as the set of collaborative beliefs and values that differentiate people of one nationality from those of another. (Vance and Paik, 2006). This essay is going to state the cultural differences between Denmark and Brazil that will need to be taken into consideration before setting up a new business unit and also assess the possible management models that may be suitable in the context. DANISH CULTURE. * The welfare system in Denmark is immense and is financed by one of the highest taxation levels in the world. * Denmark has also started to pay increasing attention to corporate social r responsibility (CSR) and in doing so is following the example set by other European countries. * Danes take punctuality for business meetings very seriously and expect that you will do likewise. * Business structures tend to be very flat in Denmark. * Informality is typical in business. * There are no strict hierarchies between employees and management

BRAZILIAN CULTURE. * When greeting in Brazil the use of First names is common, but titles are also important. * The conservative European dressing code is the norm for all meetings in the big cities. * Punctuality may be an issue in Brazil, but you should not take lateness as a sign of rudeness or laziness. * Relationships in Brazil are important. * Clear and distinct hierarchical structures.

1 * Management styles in Brazil require the boss to give direct instructions and it is expected that these instructions will be carried out without too much discussion or debate.

HOFSTEDE’S CULTURAL DIMENSIONS. Power Distance: this is the

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