中国矿业大学2012～2013学年第二学期
英语2010级《涉外礼仪》期末论文
Business Etiquette in Latin America
1. Introduction
Latin America is a vast and diverse cultural space stretching from the Mexican border to Cape Horn, from Peru to Brazil. It has become an increasingly exciting destination for individual investors and companies due to the region's solid growth and good prospects. However, doing business in Latin America can prove difficult not only because of its bureaucratic burdens and political instability, but also because of the region's distinct behavior rules and customs. Even though there are important and distinct differences within this major region of the world, there are some common habits and similarities within the Latin American culture.
In all Latin countries, the attitude toward time is less rigid than among North Americans and a 30 minute delay should not be a surprise. Strict punctuality is not a standard in the region, although some countries (Chile, Bolivia) consider it a priority. You might have to wait longer for people with authority. Regardless of that, it is best to arrange the meeting a week or two in advance and arrive on time in order to show deference and the right attitude.
Attitude to appearance is varied throughout the region, but it is safe that while doing business in Latin America you are expected to wear formal and stylish attire. Latin American countries, especially those in South America, are very formal when it comes to business attire. When conducting business you would be best advised to wear a suit in conservative colors. Women should be sure to where appropriate length skirts with pantyhose.
Personal space in Latin America is much closer to the body that many people from the United States and other cultures are used to. Be aware that moving back may be seen as a sign of aloofness or that you are uninterested in the conversation or speaker. You may even be startled to have a Latin businessman hold your elbow while conversing, or walk down the street arm-in-arm.
Business is often conducted over lunch or dinner. Be prepared for a long meal usually one hour or more, beginning with small talk and easing into business matters as the meal progresses. This small talk is important to building trust, so treat it with respect. Table manners are much the same as in the United States.
2. Business Etiquette in Brazil
Brazil represents a growing market for businesses wishing to expand their goods and services. Brazil is the largest economy in Latin America and after years with a protectionist economy, it is now open for foreign competition. As with any business interactions abroad, it is important to familiarize yourself with proper etiquette and communication techniques to avoid offending your colleagues and to ensure that your business dealings are successful.
（1）Greetings：
Men shake hands with one another when greeting for the first time in professional settings. Direct eye contact should be maintained, and handshakes tend to last a few seconds longer than those in North America. Professional women greet one another by kissing on the cheek--usually there are three kisses, and the women alternate cheeks. When business men and women are greeting one another, it is best for the woman to extend her hand first for the handshake.
（2）Dining：
If you cannot eat a certain type of food or have some special needs, tell your host several days before the dinner party. If you are a guest, it is polite to wait until your host starts eating or indicates you should do so. It shows consideration. Always chew and swallow all the food in your mouth before taking more or taking a drink. On formal dining occasions it is good manners to take some butter from the butter dish with your bread knife and put it on your side plate (for the roll). Then butter pieces of the roll using this butter. This prevents the butter in the dish getting full of bread crumbs as it is passed around. In a restaurant, it is normal to pay for your food by putting your money on the plate the bill comes on.
（3）Dress：
In Brazil, men should wear navy blue or black business suits--executives often wear three-piece suits, while office workers and individuals with medium professional rank wear a two-piece suit. Women should dress professionally, yet especially femininely, when doing business in Brazil. Skirt business suits, as well as dresses that are slightly form-fitting are appropriate, and women are expected to have manicured nails. It is also acceptable for women to wear quality accessories to the office, such as necklaces, bracelets, and rings made of precious metals.
（4）Business meeting：
Business appointments are usually required. While it is acceptable to schedule them on short notice, it is advisable to make them two to three weeks in advance. Be sure to confirm the meeting in writing, or you risk the possibility of the meeting being cancelled or changed at the last minute. In Sao Paulo and Brasilia, punctuality is important, but in Rio de Janeiro and other Brazilian cities, life is little more informal and it is acceptable to arrive a few minutes late to a meeting. Apart for the slight difference in punctuality, meeting is generally informal in all cities.
（5）Gift giving and taboos：
Purple and black are the colors of mourning in Brazil, so avoid those colors if you plan to present a gift to the host of the meeting. Nor is it smart to give anything that is sharp, such as a set of knives, which means you want to sever your association. Smart choices include books, small electronics or goods that are unique to your country.
It is not customary or required for colleagues to present gifts to one another at an initial meeting. However, if gifts are given at any time, they should not be anything extremely expensive, as this may be interpreted as a bribe. It is not proper etiquette to give gifts in colors such as black or purple in Brazil, as these are the colors of mourning. Flowers and sweets are usually acceptable, but it is best to avoid giving presents that may be perceived as too personal, such as perfume or wallets. Brazilians usually open their gifts immediately after they are received.
3. Conclusion
If you are planning on doing business in a Latin American country, you should learn all you can about business etiquette for Latin American professionals so that you and your company can make a great first impression. Knowing how to correctly engage in conversation and adhere to the customs can make all the difference.
Reference:
Handerson Gomes, Doing Business in Brazil (Brazil for Americans),2012；
Joachim Graff, Tips for Business Professionals Visiting Brazil；
Volker Poelzl, Brazil: A Survival Guide to Customs and Etiquette, 2006-08.
Reference
(Times New Roman 三号加粗齐左)
Berry, J., J. Foose & T. Jones. Up from the Cradle of Jozz: New Orleans Music Since World War II. Athens: University of Georgia Press, 1986.
(Times New Roman、小四、悬挂缩进2.5字符、1.5倍行距)
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