Skip sexual harassment training in Latin America

My final posting about my trip to Brazil is about "Sexual Harassment". We had a number of conversations with people who were in HR, Sales, Marketing and Operations about the topic of Sexual Harassment. It was fascinating to me that this should be a topic that was top of mind for most people as we talked about differences between doing business in North and South America.

As most of us who have been in business for any length of time know, this is a "routine topic" for North American companies. It mostly is a "cya" for businesses to make sure that we all go through regular sexual harassment training. It usually goes something like this: you receive annoying email after email from the HR department that you have to take this computer-based training/certification on sexual harassment or else!

I don't think that anyone in North America would consider Sexual Harassment a laughing matter. However, our counterparts who work for North American companies think that it is a little over the top. The the whole idea of not touching someone is absolutely unthinkable in a culture that is all about close relationships and touching. And so, the folks in Brazil do take the training and answer the way they know the company would like them to and then go ahead and give their colleague a big hug for accomplishing a job well-done.

Skip sexual harassment training in Latin America

My final posting about my trip to Brazil is about "Sexual Harassment". We had a number of conversations with people who were in HR, Sales, Marketing and Operations about the topic of Sexual Harassment. It was fascinating to me that this should be a topic that was top of mind for most people as we talked about differences between doing business in North and South America.

As most of us who have been in business for any length of time know, this is a "routine topic" for North American companies. It mostly is a "cya" for businesses to make sure that we all go through regular sexual harassment training. It usually goes something like this: you receive annoying email after email from the HR department that you have to take this computer-based training/certification on sexual harassment or else!

I don't think that anyone in North America would consider Sexual Harassment a laughing matter. However, our counterparts who work for North American companies think that it is a little over the top. The the whole idea of not touching someone is absolutely unthinkable in a culture that is all about close relationships and touching. And so, the folks in Brazil do take the training and answer the way they know the company would like them to and then go ahead and give their colleague a big hug for accomplishing a job well-done.

Checking out the Brazilian economy

Of course, no trip would be complete with out a shopping trip. (For purely educational purposes :) A few observations:

1. Things are much more expensive here that what I thought they would be. For example, a very basic pair of leather shoes generally runs about the equivalent of $150

2. Speaking of shoes, this seems to be the most popular type of store

3. A cotton/nylon jersey for the popular soccer team costs about $125 at the cheap end. The "official jersey" was $300

Another indicator of how expensive things are- McDonald's- a Big Mac meal with a medium diet coke is about $7.00.

One would think that there would be no one out and about considering that the only 5% of the population earns more than $1500. However, this is not the case. "Todo mundo" (everyone) seems to be out and about enjoying life and spending money. I believe this goes with the "work to live" mentality so common in many places in the world as opposed to the work to live" mentality so common in the U.S. I have to say, the older I get the more I'm for the work to live path.

Hofstede and human resources

Back to one of my favorite topics, Geert Hofstede's Cultural Dimensions. I decided to focus on this after a few conversations with human resource managers over the last few days.

In Brazil, there is a ranking system that slots people into where they are in society. This ranking system appears to be based solely on income. The ranges are A - E with A being the "super rich". There is much discussion about the A-B class or upper class. Where would the A-B class go to school? What would they read? Where would they shop? Seems like a very logical question particularly for HR and Marketing professionals.

However, what continues to bother me is the "ranking" of people. What does it say to those in the C, D & E classes? Do they see themselves as having any opportunities? Do the A/B's look down on them? Although Brazil prides itself on integration on many levels, this appears to be a way to create a hierarchy.

Based on Hofstede's ranking, I guess shouldn't be surprised. Brazil is ranked a 69 on Power Distance. Power Distance is the level of comfort a society has with inequalities. The U.S has a PDI of 40. Perhaps, this is why mos t Americans call themselves "middle class" whether they earn $20k or $200k.

The difference in the power distance can also help to explain why I'm so troubled with the idea of "labeling" people based on their income. My concern is that once labeled these people may feel that they cannot change their current situation. To me, this would be akin to telling my student that s/he is no better than a "D" student and then expecting them to achieve an "A" in my class. I don't know, perhaps the lower classes will never be able to move up, however I prefer to think that the glass is half full and that there is always a chance.

Knowledge is power

Here's a tip for all companies looking to do business in another part of the world. "Know" your potential market. This sounds like the most basic of all recommendations however what we heard over the last few days how many companies really have no idea about Brazil.

What? No idea about the one of the biggest emerging markets. Yes, this seems to be the case. Here are some"classic examples":

• Brazilians speak Portuguese not Spanish
• There is more than one currency in South America. Each country has their own
• The best- driving from Sao Paola to Bogota, Colombia is not really a feasible option

So, the bottom line if you plan to do business take the time to research your market. A little knowledge can go along way.

Brazil - a place of paradoxes

My posting today is about the paradoxes that we've seen in Brazil thus far.

It is a place where a vast majority are living in poverty however most of them are doing it among people who have a vast amount of wealth. The haves and the have-nots live side by side. Although, the "haves" go to great lengths to keep the have-nots away from their property.

It is a place where all races and nationalities seem to be able to live together in peace. Inter-racial marriages are very common. However, there is a constant battle along social class lines.

It is a culture and a people known for their warmth and hospitality yet when we were talking to a director of Latin American sales for a major hotel chain she readily admits that customer service is not their thing.

The people appear to be very proud of their country yet the Brazilians that we talked to say that there is a sense of an inferiority complex.

The people we talked to say that they are "short term" in their orientation yet relationships matter and they take a long time to build.

They are proud to be the "B" in BRIC and show an optimism about the future yet they are not very quick to invest in their stock market because they recall days gone by when inflation was running rampant. In fact, approximately 70% of investors in their stock exchange are foreigners.

These are just a few of the things that jumped out at me in the first few days here.