Brazilians Working With Americans Brasileiros que trabalham com americanos: Cultural Case Studies Estudos de casos culturais (Portuguese Edition)

209 Pages·2007·1.98 MB·English

by  Orlando R. Kelm

Brazilians Working With Americans | Brasileiros que trabalham com americanos
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Brazilians Working With Americans
Brasileiros que trabalham com americanos
. . . . . .
CULTURAL CASE STUDIES | ESTUDOS DE CASOS CULTURAIS
Orlando R. Kelm and Mary E. Risner
UNIVERSITY OF TEXAS PRESS (cid:129) AUSTIN
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Copyright © 2007 by the University of Texas Press
All rights reserved
Printed in the United States of America
First edition, 2007
Requests for permission to reproduce material from
this work should be sent to:
Permissions
University of Texas Press
P.O. Box 7819
Austin, TX 78713-7819
www.utexas.edu/utpress/about/bpermission.html
(cid:2)(cid:2)The paper used in this book meets the minimum requirements
of ansi/niso z39.48-1992 (r1997) (Permanence of Paper).
Library of Congress Cataloging-in-Publication Data
Kelm, Orlando R., 1957–
Brazilians working with Americans : cultural case studies - Brasileiros que trabalham com
americanos : estudos de casos culturais / Orlando R. Kelm and Mary E. Risner.—1st ed.
p. cm.
Includes bibliographical references.
isbn-13: 978-0-292-71435-9 (cloth : alk. paper)
isbn-10: 0-292-71435-1 (cloth : alk. paper)
isbn-13: 978-0-292-71473-1 (pbk. : alk. paper)
isbn-10: 0-292-71473-4 (pbk. : alk. paper)
1. Americans—Employment—Brazil. 2. Business etiquette—Brazil. 3. Business
etiquette—United States. 4. Business communication—Brazil. 5. Business
communication—United States. 6. Intercultural communication—Brazil—Case studies.
7. Corporate culture—Brazil. 8. Corporate culture—United States. 9. Foreign
executives—Brazil—Case studies. I. Risner, Mary E. II. Title.
hf5382.56.b73k45 2007
331.6(cid:3)273081—dc22
2006008601
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Contents | Sumário
Preface | Prefácio vii | ix
Acknowledgments | Agradecimentos xi | xii
1. The Pressure’s On 1
2. World Ship 18
3. Burger World 35
4. Electro World 54
5. Petro Fibras 71
6. World Car 91
7. Donut World 110
8. Pizza World 128
9. World Auto Parts 146
10. Eco-Amusement World 166
Glossary: English-Portuguese 185
Glossário: Português-Inglês 188
Suggested Readings | Leituras Sugeridas 191
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Preface
Brazilians Working With Americans: Cultural Case Studies is a collection
of ten short case studies designed to help readers understand some of
the cultural factors that come into play when North American business
professionals work in Brazil. The ten cases are based on actual experiences
that Brazilian executives relate about their work with North Americans. The
names and the locations in the cases have been changed, but the observations
and stories are real.
The format of each chapter is the same. Although the business aspects of
the cases are important, the focus is the cultural part of the interactions. Thus
the cases are presented without a lot of data or numbers, focusing instead on
the interactions among the people involved. The story background of each
case is presented and reinforced by videotaped comments from three American
and three Brazilian executives, who offer their personal observations about the
case. In all, there are sixty videotaped observations from seventeen executives.
Since the comments represent their personal opinions, they vary in content and
approach, but most importantly, they are real observations from real people
about the cultural issues presented by each case. After the executive comments,
readers are provided with a number of topics and questions for discussion.
Finally, there is an appendix with suggested readings and glossaries of the Eng-
lish and Portuguese terms that are used in the cases and in the executive com-
ments. All of the cases are independent and can be presented in any order.
The complete text of the book is provided in both English and Portuguese.
The cases themselves are written in both languages, and the videotaped execu-
tive comments were recorded in the native language of the participants and
translated into the other language. Thus both North American and Brazilian
readers can take advantage of the cultural information in the text even if they
do not completely understand the other language. Readers who already speak
or are learning to speak Portuguese or English can also consider the language
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viii Preface
aspects of the cases. The sixty video clips of the executive comments are avail-
able online as QuickTime movies. Readers may view the clips using a normal
Internet browser at the following url: http://www.laits.utexas.edu/orkelm/ca-
sos/intro.html.
This book is designed, not to present a complete survey of business culture,
but rather to apply those concepts to American/Brazilian situations. There
are many books that deal with general and business culture; interested readers
may want to consult the sources in the reference list at the end of this book.
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Prefácio
B
razilians Working With Americans: Cultural Case Studies é uma
coleção de dez pequenos estudos de casos que foram desenhados
para ajudar os leitores a entender alguns dos fatores culturais que
aparecem quando profi ssionais americanos trabalham no ambiente de negó-
cios brasileiro. Os dez casos são baseados em experiências verdadeiras que
executivos brasileiros relatam sobre seu trabalho com norte-americanos. Os
nomes e lugares foram alterados, mas os casos representam observações
e estórias verdadeiras.
O formato de cada capítulo é o mesmo. Mesmo sendo importante os
aspectos do negócio em cada caso, o foco desses casos resumidos é o
lado cultural das interações. Dessa forma, os casos são apresentados sem
muitas informações e números, focando apenas na interação entre as pes-
soas envolvidas. Depois de ambientalizar a estória, cada caso é reforçado
por comentários vídeo-gravados de três executivos americanos e três exe-
cutivos brasileiros que oferecem suas observações pessoais sobre o caso.
No total, existem 60 comentários vídeo-gravados de dezessete executivos
diferentes. Como os comentários representam as opiniões pessoais de
cada um, eles variam em conteúdo e abordagem, mas o mais importante
é que eles representam observações reais de pessoas reais sobre o que
eles realmente pensam sobre as questões culturais de cada caso. Depois
dos comentários dos executivos, os leitores têm acesso a alguns tópicos e
questões para discussão. Finalmente, existe um apêndice com uma lista de
referências e um glossário em português e em inglês de termos que foram
utilizados nos casos e nos comentários dos executivos. Todos os casos são
independentes dos demais e podem ser apresentados em qualquer ordem.
O texto completo do livro é apresentado em ambas as línguas, inglês e
português. Os casos, em si, são também escritos em ambas as línguas e os
comentários dos executivos em vídeo foram gravados na língua nativa dos
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