NeoFocus - Adapt your strategy to the Brazilian culture
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Discover how to adapt your strategy to the cultural environment of Brazilian companies, in a pragmatic and efficient way! Many European companies entering the Brazilian market are misled by the apparent similarities of the two cultures, which derive from the the historical links between the two régions. The success of any project, and even more intercultural ones, result from mutual understanding, effective communication and lasting relationships based on mutual trust. But the cultural environment directly affects communications, actions and individual or collective decisions. We use a 5 dimension model to measure the cultural differentiations between the two cultures, based on the most successful model to date. Significant différences between the two cultures create gaps that need to be breached with corrective actions. Take a look at our presentation or get in touch with us! Presentation given at the French Senate, for a conference on Latin America organized by Ubifrance
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NeoFocus - Adapt your strategy to the Brazilian culture
- 1. ADAPT YOUR STRATEGY TO THE BRAZILIAN CULTURE Jérôme Kelber
- 2. DISCLAIMER This presentation was prepared exclusively for the benefit and use of its intended recipient. Under no circumstances whatsoever this document, or any part of this document, should be communicated to third parties or copied without the prior written consent of NeoFocus. The concepts and tools presented in this presentation are derived from our expertise and are proprietary to NeoFocus. We require the recipient to commit to keep them strictly confidential. The acceptance of this presentation is an explicit commitment to maintain such level of confidentiality. NeoFocus has not assumed any responsibility for the independent verification of any of the information set forth in this presentation. The examples and data presented in this document are from internal NeoFocus sources, public sources, interviews, or strictly illustrative. Although they have been collected with all the necessary professional care, they represent the best of our knowledge: in particular NeoFocus does not guarantee the accuracy or exhaustiveness of its estimates. Comments and preliminary views on market conditions hereafter presented or referred to in this document were performed on the basis of limited information and in specific market conditions that by nature are subject to changes. Nothing contained in this document is a promise or a representation of the future or should be relied upon as being so. NeoFocus does not make any express or implied representation or warranty as to the accuracy or completeness of the information contained in, or for any omissions from, this presentation. By receipt of this presentation, the recipient agrees that NeoFocus shall have no liability which may be based on such information, errors therein or omissions there from. This presentation is incomplete without reference to, and should be viewed solely in conjunction with, the oral briefing provided by NeoFocus. © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 2
- 3. Introduction Communication Differences Changes Agenda NeoFocus Page 1. Introduction 4 2. Adapt communication to another culture 8 3. Understanding fundamental cultural differences 13 4. Adapt to a fast changing society 21 5. NeoFocus Strategy Consulting & the speaker 23 © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 3
- 4. Introduction Communication Differences Changes NeoFocus Many European companies entering Brazil are mislead by apparent similarities resulting from strong historical links between the two regions Apparent similarities • Language: Portuguese • Latin culture Migration 20th century • Catholic country (over 85%) • Independent since 07th September 1822 • Federal republic since 15th November 1889 Trading Colonization 17th century Migration 20th century Colonization 17th c.. Colonization 16th century Colonization 16th century Slave trade 16th century © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 4
- 5. Introduction Communication Differences Changes NeoFocus One of the keys to a successful project is the cohesion between individual stakeholders, which derives from mutual understanding, efficient communication, and construction of a durable relationship based on mutual trust Understand Communicate In a cross-border context, understanding what drives the interlocutor and the constraints he has to deal with from a cultural and contextual point of view conditions the alignment of objectives Misunderstandings and ambiguities must be limited or eliminated to ensure constant and efficient transmission of instructions and feedback between individuals without losing meaning Successful project Build Leveraging points of convergence between individuals and teams while explaining and defusing points of divergence generates openness and mutual trust between individuals Source : NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 5
- 6. Introduction Communication Differences Changes NeoFocus Various elements of our environment directly influence our individual or collective communication and decision-making processes Family circle Social circle Natural environment Professional circle Institutions Society Macroeconomics History Religion Source : NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 6
- 7. Introduction Communication Differences Changes Agenda NeoFocus Page 1. Introduction 4 2. Adapt communication to another culture 8 3. Understanding fundamental cultural differences 13 4. Adapt to a fast changing society 21 5. NeoFocus Strategy Consulting & the speaker 23 © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 7
- 8. Introduction Communication Differences Changes NeoFocus Different local cultural environments generate different thought processes, personal goals and courses of actions Communication issues Diverging objectives Diverging decisionmaking process Diverging solutions Diverging results interpretation Success factor Determine cultural differences and their potential impact as early as possible in a project Source : NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 8
- 9. Introduction Communication Differences Changes NeoFocus Language and cultural references directly impact upstream and downstream message interpretation, resulting in possible distortion Message distortion in cross-cultural communication « If we seek to understand a people, we must try to put ourselves, in that particular historical and cultural background » « If we wish to convince them, we must use their language, not language in the narrow sense of the word, but the language of the mind » (Nehru, prime minister of India from 1947 to 1964) Sent message Decoding Encoding Perceived message Intended message Sender Recipient Intended message Perceived feedback Decoding Source : Nancy J. Adler, desk research, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved Sent feedback Encoding Adapt your strategy to the Brazilian culture - 20121108 9
- 10. Introduction Communication Differences Changes NeoFocus To mitigate distortion, it is vital to evaluate the weight of the cultural impact on interpretation, and to qualify the nature of that impact Qualification de Impact l’impact ? qualification ? Impact Quantification de quantification ? l’impact ? Success factors Encoding / decoding • Understand one’s own culture • Understand the recipient’s culture Intended message • Evaluate the weight of each culture on potential message distortion Sender Perceived message Qualification / quantification of distortion ? Source : E. Hall, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved Adapt message accordingly Recipient Adapt your strategy to the Brazilian culture - 20121108 10
- 11. Introduction Communication Differences Changes NeoFocus Latin American and Mediterranean cultures generate higher distortion in message communication than North European and Anglo-Saxon cultures « High context » and « low context » cultures : Edward Hall, anthropologist (USA 1914-2009) High context cultures Intended message Low context cultures Few words convey complex ideas Concept Explicit and exhaustive formulation Allegories, parables, contextual interpretations, non-verbal communication Perceived message Intended message « What you see is what you get »: Limited space to ambiguousness and interpretation Other common characteristics: - Closed groups (clubs, distinctions, titles, etc…) - Strong inter-personal links - Several concentrical community circles - Long to initiate, but lasting relationships - Collectivism - Flexibility - Priority to process over result Other common characteristics: - Open groups (fast food, informal forums, etc…) - Priority to necessity over relationship - Easy to initiate, but shorter-term relationships - Individualism - Results matter more than process Illustration: Southern Europe, Latin America, Asia, Africa, Russia Perceived message Illustration: Anglo-Saxon, Scandinavian, Germanic countries Mitigation Make any “cross-culture” message as neutral, explicit, factual as possible unless the destination culture and its impact on interpretation is deeply understood Source : E. Hall, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 11
- 12. Introduction Communication Differences Changes Agenda NeoFocus Page 1. Introduction 4 2. Adapt communication to another culture 8 3. Understanding fundamental cultural differences 13 4. Adapt to a fast changing society 21 5. NeoFocus Strategy Consulting & the speaker 23 © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 12
- 13. Introduction Communication Differences Changes NeoFocus Cultural differentiation can be measured according to 5 dimensions Cultural dimensions: Geert Hofstede, psychologist (Netherlands, born in 1928) Geert Hofstede’s work and methodology Concept Geert Hofstede’s 5 « cultural dimensions » Power distance From 1967 to 1973, G. Hofstede interviews several thousand IBM employees located in 70 countries. During the following 20 years, he fine-tunes and validates his concept on several other large-scale population samples: students, foreign office civil servants, flight attendants, etc… Statistical and analytical data available today covers 74 countries, including several Asian nations, the USA and most European countries. Long term orientation Individualism Cultural differentiation Uncertainty avoidance Source : Geert Hofstede, desk research, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved Assertiveness Adapt your strategy to the Brazilian culture - 20121108 13
- 14. Introduction Communication Differences Changes NeoFocus Brazilian and French cultures can be mapped according to Hofstede’s concept, providing visual evidence of their greatest points of convergence and / or divergence Cultural profile mapping based on G. Hofstede’s concept … but everything is relative... Brazil and France: some contrasts… Distance Hiérarchique 100 100 Power distance Brazil Brésil Italy Italie France 80 80 60 Germany Allemagne 40 60 20 40 Orientation Long Long term orientation Terme Individualisme Individualism 0 20 0 USA 100 80 Uncertainty Aversion à avoidance l'Incertitude China 60 Assertivité Assertiveness 40 20 Power distance Individualism Assertiveness Uncertainty Long term avoidance orientation Brazil 69 38 49 76 65 France 68 71 43 86 0 39 NOTE : Long Term Orientation may not have been measured on some countries and may be approximated based on similar cultures Source : Geert Hofstede, desk research, NeoFocus analysis Adapt your strategy to the Brazilian culture - 20121108 © NeoFocus Strategy Consulting – All rights reserved 14
- 15. Introduction Communication Differences Changes NeoFocus The relationship to hierarchy is pretty similar in France and in Brazil: hierarchical structures and organizations, and management methods should be easily transferable “Power Distance”: comparative positioning and characteristics Flat Hierarchical structures Multiple, substantial delegation Vertical Decisional centers High Centralized, little delegation Individual autonomy Not required Necessary Compensation structure Non-existent High disparities Physical demarcation 10 20 30 40 Source : Geert Hofstede, desk research, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved 50 60 Success factors in Brazil • Despite an often very open and friendly first contact, allow time to get acquainted and establish trust Low Demonstration of respect Low disparities 0 Concept Visible 70 80 90 • Pay attention to signs indicating difference of status/power (social lift / service lift) • Identify the real decision makers, even discrete ones 100 Adapt your strategy to the Brazilian culture - 20121108 15
- 16. Introduction Communication Differences Changes NeoFocus The Brazilian society experiences strong social ties between individuals, involving more collective goals and rewards than in France “Individualism”: comparative positioning and characteristics Public recognition of achievements Recognition Concept Individual fulfilment, material rewards Truth Less important than harmony Paramount Success factors in Brazil • In family businesses, the leader often decides based on the interests of a larger group than himself: his family, his employees, his network,… • Note: a “yes” does not necessarily mean “yes” Privacy Fundamental right Decisional priorities Individual interest No object Group interest 0 10 20 30 40 Source : Geert Hofstede, desk research, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved 50 60 70 80 90 • Discussing one’s private life at work: frequent in Brazil, much less so in France 100 Adapt your strategy to the Brazilian culture - 20121108 16
- 17. Introduction Communication Differences Changes NeoFocus Assertiveness in relationships between individuals is similar in France and in Brazil ; in both cases, the role of women is less differentiated vs. men than in many other countries “Assertiveness”: comparative positioning and characteristics Low Gender behaviourial differentiation Weak High Role assignation Naturally equal to males’ Strong Respect for females’ success Competitiveness 20 30 • Historically, women have been working for a long time and in large proportions in the Brazilian society Mimic male behaviour Weak (sympathy) 10 Success factors in Brazil Subject to discussion KSF for female success Non specific 0 Concept 40 Source : Geert Hofstede, desk research, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved 50 Strong (combativeness) 60 70 80 90 100 Adapt your strategy to the Brazilian culture - 20121108 17
- 18. Introduction Communication Differences Changes NeoFocus Brazilian and French cultures differ significantly in terms of risk acceptance: this difference may result in a permanent gap in transnational projects “Uncertainty Avoidance”: comparative positioning and characteristics Informal Professional attitude Secondary: strategy is more important Necessary to evolution Very formal Importance given to details Vital Perception of differences Unavoidable Destabilizing, subversive Threatening Perception of change Futile, useless Perception of rules and procedures Inherent to life Perception of risk 0 10 20 30 Concept 40 Source : Geert Hofstede, desk research, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved 50 Vital to safety / security Must be avoided at all costs 60 70 80 90 Success factors in Brazil • « God is Brazilian » vs. French freewill • Brazilians are informal… but know how to adapt (and survive crises) • A compromise is required on the degree of formalization expected in a transnational project (hence the importance of mutual trust) • A dual management is often the right framework to steer a project / train teams 100 Adapt your strategy to the Brazilian culture - 20121108 18
- 19. Introduction Communication Differences Changes NeoFocus Brazilian society is still quite traditional in many ways, despite an informal appearance “Long Term Orientation”: comparative positioning and characteristics Individuals with equal rights Basis of society Free Constrained by social rules Parental authority Self-acquisition 10 Strong Knowledge acquisition Less important than skills 0 Clan, family Creativity Limited Concept 20 40 Source : Geert Hofstede, desk research, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved 50 More important than skills 60 • Some decisions may be motivated by respect for tradition rather than efficiency • Respect is due to elders and sometimes precedes actual skills Formal education Respect for age 30 Success factors in Brazil 70 80 90 100 NOTE : Long Term Orientation may not have been measured on some countries and may be approximated based on similar cultures Adapt your strategy to the Brazilian culture - 20121108 19
- 20. Introduction Communication Differences Changes Agenda NeoFocus Page 1. Introduction 4 2. Adapt communication to another culture 8 3. Understanding fundamental cultural differences 13 4. Adapt to a fast changing society 21 5. NeoFocus Strategy Consulting & the speaker 23 © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 20
- 21. Introduction Communication Differences Changes NeoFocus Inequalities are diminishing but still structure the Brazilian society Revenue sharing trend, decrease of extreme poverty Illustration Total aggregated revenue, Bn US$ % of population below poverty level (2 US$/day) 180000 25 160000 Population < 2 US$ / day 140000 20 120000 1st quintile 15 100000 80000 10 2nd 60000 quintile 3rd quintile 40000 5 20000 4th quintile 0 5th quintile 2001 2002 Source : World Bank, NeoFocus analysis © NeoFocus Strategy Consulting – All rights reserved 2003 2004 2005 2006 2007 2008 0 2009 Adapt your strategy to the Brazilian culture - 20121108 21
- 22. Introduction Communication Differences Changes Agenda NeoFocus Page 1. Introduction 4 2. Adapt communication to another culture 8 3. Understanding fundamental cultural differences 13 4. Adapt to a fast changing society 21 5. NeoFocus Strategy Consulting & the speaker 23 © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 22
- 23. Introduction Communication Differences Changes NeoFocus NeoFocus assists its clients in all aspects of their growth initiatives: we provide professional services to imagine, design, execute and protect their successful development Our vision Strategy Corporate finance Organic growth External growth Profitability growth Portfolio management M&A Joint ventures Restructuring Specialized practices Antitrust Innovation © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 23
- 24. Introduction Communication Differences Changes NeoFocus NeoFocus is organized to provide professional services to support our customers’ growth initiatives Our professional practices Our customers’ growth projects Sustainable and profitable growth Organic growth Our assistance Strategy practice . External growth Profitability expansion Corporate finance practice • Strategic Advisory • M&A • Strategic Consulting Specialized practices . • Joint ventures • Strategic Training Portfolio management • Competition law cases / antitrust • Restructuring • Innovation Booster Local teams © NeoFocus Strategy Consulting – All rights reserved Experts Adapt your strategy to the Brazilian culture - 20121108 24
- 25. Introduction Communication Differences Changes NeoFocus Our international network allows us to conduct worldwide projects with integrated local teams Our international network of local professionals Inside access to international markets Paris Munich Zurich New York Vienna Geneva New Delhi São Paulo © NeoFocus Strategy Consulting – All rights reserved Tokyo Shanghai Chennai Team Language Fluency: French English German Spanish Italian Portuguese Hindi Tamil Mandarin Japanese Cantonese Russian Team Business Experience: North America China Western Europe India Russia South Africa Brazil Argentina Australia SE Asia Japan Adapt your strategy to the Brazilian culture - 20121108 25
- 26. Introduction Communication Differences Changes NeoFocus NeoFocus has a strong international reach that is reinforced by local market experts as well as a large network of industry experts with considerable strategy consulting experience Our differentiation Expertise Unbiased recommendations • Sectorial expertise • Strategy and specialized practices • NeoFocus is an independent group, 100% owned by its founders • We provide our services with complete objectivity, and make our recommendations with freedom and in the sole interest of our customers • • • • Senior, highly experienced consultants Partners are directly involved in each assignment Local teams in each country Over 250 customers and 850 projects over 10 years • We deliver fact-based, unbiased opinions to address our customers’ issues • We provide recommendations to the best of our professional expertise • Structured, proven proprietary methodologies • guaranteed quality levels • can be passed on to client teams via training • Wide networks of experts (sectorial or functional expertise) • We develop long term, trust-based relationships with our customers • We ensure confidentiality & discretion © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 26
- 27. Introduction Communication Differences Changes NeoFocus Our customers’ growth initiatives benefit from NeoFocus’ assistance: results achieved are improved, and costs and risks incurred are reduced Some benefits of NeoFocus’ assistance More growth • Better growth projects • Better execution of growth projects • Increased understanding and support from the organization Less risks • Better risk contingency planning • Transfer of successful ideas from other sectors © NeoFocus Strategy Consulting – All rights reserved More predictability More sustainability • Improved transparency • Improved predictability • Proven NeoFocus methodologies • Improved competitive advantage Less uncertainty Less waste of resources • Better understanding of the environment • Better allocation of existing resources • Improved transparency Adapt your strategy to the Brazilian culture - 20121108 27
- 28. Introduction Communication Differences Changes NeoFocus The speaker founded and manages the Paris office of NeoFocus Your contact Jérôme Kelber Managing Partner Paris / France Jerome Kelber has over 15 years of consulting experience in Europe, the US, Brazil and North Africa. He has extensive industry knowledge in a broad range of industrial sectors, including agribusiness, mining, materials, aerospace and defense, electronics, clean techs and biotech, but also service industries, such as IT, B-to-B services, telecom, specialized retail and private equity. Jerome Kelber has advised multiple leading European corporations on organic growth strategies, new business development, international expansion, M&A operations and post-merger integration. Prior to setting up his own practice, Jerome Kelber was a senior project manager at Roland Berger & Partners, a global management strategy consultancy. Prior to working in strategy consulting, Jerome Kelber acquired extensive M&A experience for over 6 years with Morgan Stanley and Calyon, mainly in cross-border M&A transactions. He also developed a strong experience in innovation and high‐tech engineering consulting, with global leader in R&D outsourcing Altran, mainly in the telecom network operators. Jerome Kelber graduated from Ecole Centrale de Paris (Engineering and Economics) and holds a master in Economics & Finance from University of Paris I La Sorbonne. Jerome Kelber has been a private pilot since 2001 and holds an instrument rating (IR-ME) since 2011. © NeoFocus Strategy Consulting – All rights reserved Adapt your strategy to the Brazilian culture - 20121108 28
- 29. 42, avenue Montaigne 75008 Paris France Tél: +33 (0) 1 42 27 13 00 Fax: +33 (0) 1 46 39 01 82 www.neofocus.fr info@neofocus.fr Strictly confidential Adapt your strategy to the Brazilian culture - 20121108 29