Intercultural Relationship Brazil, Spain, Denmark

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In the intercultural relationship, to avoid conflicts, misunderstandings, it is important to identify values, beliefs, norms the interlocutor use to adapt and facilitate the communication. In that case, Spanish and Brazilian culture are based on Latin culture but had considerably evolved on their sides, so prior details are very important to prepare a travel in Brazil or Denmark. According to Hofstede (1982), the 4th dimensions of cultures can be used to describe the management styles of each national culture. It enable to compare the three different society presented. The 4th dimensions are composed by; the power distance index, the individualism index, the masculinity index and the Uncertainty Avoidance Index. The 4th dimensions of cultures will be developed first then, the application to the Brazilian and the Danish society completed with advices to improve business relationship in these two opposite countries. The first Dimension of Hofstede, the Power Distance Index is measured by the perception of the existence or non-hierarchical distance between a subordinate and his superior is an element of national cultural differentiation within firms. it evaluates if subordinate has the power of its leader and its consequences in terms of behaviours. This dimension is the degree of inequality expected and accepted by employees as part of relationships. Then for the Individualism Index (IDV), which measures the level where individuals are integrated into groups. The high individualist degree shows societies where people are looking after themselves and their close family. At the other side, a weak IDV presents a society where people are “integrated into strong, cohesive in-groups, often extended families” referring to Hofstede (1982). The third is the Masculinity index, which determine the values where the society is closer, female values or male values. Male values and female values represent the two extremes of a scale, ranging: from the emphasis on values of achievement and ownership (male values) to the social environment or mutual (feminine values). Feminine values enhance the environment (quality of life) and social cohesion (solidarity / justice). The male values emphasize economic success (Performance and efficiency). Natural elements have an impact on the work organization and job quality. The final Index is the Uncertainty Avoidance Index (UAI). It refers to relations between the company and its environment and its ability to cope with unpredictable events. It is how to deal with the risk for members of a society and helps to explain some behaviour of companies on the control of the environmental uncertainty. To manage that, they measure the degree of tolerance accepted by a culture deal with the anxiety caused by future events. Control of uncertainty can result in the use of plans and forecasting tools, the implementation of standardized procedures, the search for stability and a need for discipline and order. Depending on the country concerned, the notion of "uncertainty avoidance" may take different forms: some cultures encourage risk taking, other Master's degree or its avoidance. This cultural variable has little relationship with the level of economic development. The origins of this determinant are less obvious than for power distance according to Hofstede (1982). The Brazilian Power distance Index is more or less the same of the Spanish one and are quite high. It means that Firms in countries characterized by high power distance appear to favour a policy of centralization, organized around a pyramid structure with an imposing frame. A high importance is given to registered social status (status, titles, functions).There is a protection of the CEO by a rampart of relays and assistants. Brazil has a higher Individualism (IDV). However, according to Hofstede (1982) “all the Latin countries are considered to be Collectivist societies as compared to Individualist cultures”. The group is an extension of the...
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