Cultural Difference

 Cultural Difference and Comparison between Germany and Brazil as A Guideline for the German Expatriate Manager in Brazil

Introduction

In this era, expatriate managers must face so many challenges from increasingly complex and subtle differences among their employees that reflect cultural influences from their country. The work environment, deals negotiation, and national boundaries may diverse in each culture. Unfortunately, many managers are failed to deal with the crucial point of cultural diversity (Earley & Mosakowski, 2004). The recent literature has also proven that cultural differences constitute a barrier to business communication (Hofstede, 2000; Nowakowski, 2005; Chaterjee & Vartanian, 2016; Agbanyo & Wang, 2022).

“Culture is a multi-dimensional reality and possibility regarding self, society and the world. Culture does not exist in isolation. It grows and develops in the community of other cultures as well as in dynamic interaction with nature and transcendence.” (Giri, 2021). People tend to hold to their culture which is already in them since they were born. In this way, their way to determine wrong or right depends on the natural standard in their culture. Thus, the knowledge of cultural understanding be-comes very important to be a bridge between two or more cultures.

This case study is purposed to be a guideline for expatriate managers from Germany in Brazil. Certain approaches are required to create a cultural understanding to achieve the company’s goal of international expansion. In this case study, the cultural differences between Germany and Brazil are compared according to the concept of Hofstede, Hall, and Rotter. These concepts may help ones to gain a deep understanding of cultural differences in general.

Cultural comparisons according to Hofstede’s concept

Hofstede's concept provides a framework that helps to identify and analyze the effects of culture on the behavior of its member. The concept consists of six dimensions that will be used to compare different aspects of cultural differences. The dimensions are power distance, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance, long-term versus short-term orientation, and indulgence versus restraint. Based on the comparison tool between each country in hofstede-insight.com, the value of each dimension is represented in 1-100.

Blue: Brazil

Purple: Germany

Fig. 1

Power distance

Power distance is defined as the degree of inequality that cultures consider normal (Richard et al., 2022). This dimension deals with the fact that everyone in society is not equal. The value of the dimension represents the attitude of the culture toward the hierarchical difference among the members. Power distance refers to the extent to which the less powerful member of an institution or organization of the country expects and accepts that power is distributed unequally (Hofstede Insight, 2022).

In a country with a highly valued power distance dimension, people tend to be dependent on hierarchy. Inequality is existed among the power holders and the non-power holders, for example between the boss and the employees. In this system, the leader is more superior and directive and participative communication is less expected, for example, the manager is unlikely to ask a suggestion for a solution to the employee regarding the company's problem or future. In this situation, the employee assumes that the manager would have known the best solution as a leader rather than asking for suggestions from them. Countries with high-value power distance are commonly found in Asia and Africa.

On the other hand, in a country with a low-valued power distance dimension, the hierarchical difference is less accepted by society. People in this society tend to believe that everyone deserves an equal position, right, and opportunity. In this culture, it is common when a leader asks for a suggestion from their subordinate regarding the matter of leadership, for example, the discussion between the manager and their employees is expected to happen and their contribution is matter because it shows equality in the workplace. Countries with low-value power distance dimensions are commonly found in western society, such as the United States, Germany, the United Kingdom and Austria.

Germany scored 35 on the power distance index. In this case, Germany is considered as low in power distance index. The power in German society is distributed equally among the members. The hierarchical system is less accepted in society and individual right is also equal and accepted by each member of the community.

As an example, the subordinates have active participation in every decision that will be made. The subordinates are also likely to expect feedback, freely give opinions, and make observations (Kirk-man et al., 2006; Loi et al., 2012; Richard et al., 2022). Other than that, the subordinate will most likely prefer an autonomous task and prefer to have a participative supervisor (Bochner & Hesketh, 1994; Richard et al., 2022). On the superior side, it is similar in that the superior tends to let the subordinate be more participative. The superior is more likely to consult with their team members regarding decision-making, engage in discussion, and even allow an open disagreement. Therefore, the power holders must be open to the criticism and suggestion that comes from their subordinates. The employees also tend to ask for suggestions and advice from their superiors.

On the other hand, Brazil scored 69 on the power distance index which is considered as high in the power distance index. The Brazilian society viewed the hierarchy must be respected. Inequality is accepted among people and the power holders have more power and benefits towards society. The chain of command and the organizational structure tends to be more respected. As an example, the subordinates have little (or no) voice in the decision-making process, accept the inferior status to the supervisor, and are generally more afraid to show disagreement toward the superior (Richard et al., 2022). On the superior side, it is similar that the superior does not consult about the decision-making to the subordinate and expect the subordinate to obey every decision that is made (Cole et al., 2013; Richard et al., 2022).

Individualism versus collectivism

The dimension is defined as “the degree of interdependence a society maintains among its members” (Hofstede-Insight, n.d.). In an individualistic society, the personal matter is a priority of importance. In a collectivist society, the group must be a priority of importance above the personal matter. People

in a collectivist society belong to the group that takes care of them in exchange for loyalty (Hofstede-Insight, n. d.).

German society scored 67 on the individualism index, which means that the society is considered an individualist. Loyalty, sense of duty, and responsibility are based on personal preference for people. In individualist societies, people are more likely to prioritize their own comfort. The people’s self-image in Germany tends to be defined as “I” because people in this society are supposed to look after themselves and their direct family only. In the work environment, there is a strong belief in the ideal of self-actualization as a motivation to achieve something. Communication is also among the most direct in the world following the ideal of “honest, even if it hurts”. From this, there is a chance to learn from the mistake (Hofstede-Insight, n. d.). For example, the employee is more likely to pursue the employer’s interest if it is the same as their self-interest (Nickerson, 2021).

On the opposite side, Brazilian society scored 38 on the individualism index. For that reason, Brazil-ian society is considered collectivist. People are integrated strongly into the group and loyal to theirs, in exchange for care. Society will prioritize the behalf of the group above their matters, in other words, the group is more valuable than an individual. This society handles communication more indirectly rather than direct communication like in an individualist society (Hofstede, 1980). For example, the employees as a member of a group, pursue the group’s interest (Nickerson, 2021).

Masculinity versus femininity

This dimension addresses the way how are goals pursued in society. Masculinity indicates that society is determined by competition, achievement, and success. Success is determined to be the winner/best in the field (Hofstede, 1980). Meanwhile, femininity indicates that society is determined by caring for others and the quality of life. This means that being the best is not the definition of success in femininity society.

German society scored 66 on the masculinity index. This means, that society is considered a masculinist society. Performance in the workplace is highly valued in this society. This system has been planted since they were a child by the school system in Germany. The school is already separated into different types since the age of ten. People consider the importance of working as being the best they can at it. The managers also tend to be more decisive and authoritative towards their subordinates. Social status is often shown by success in the working place because performance is highly valued.

The Brazilian society scored 49 on the masculinity index. Society is considered as a balance between masculinity and femininity. Some people values assertiveness, courage, strength, and competition. Meanwhile, some of them also value cooperation, nurturing, and quality of life. In this case, it is better to balance the masculinity and femininity aspects in the working place.

Uncertainty avoidance

This uncertainty avoidance dimension addresses a society’s tolerance for uncertainty and ambiguity or how they handle changes (Hofstede, 1980). The highly valued uncertainty avoidance index society indicates their low tolerance for uncertainty, ambiguity and risk-taking. Society prefers to minimize it through rules and regulations (Nickerson, 2022). People in low valued uncertainty avoidance index will accept, feel comfortable, and tolerate more changes.

The German society scored 65 on the uncertainty avoidance index, which means that the German society is more intolerant to uncertainty, ambiguity, risk-taking, and the unknown. Society tends to be more deductive in thinking, presenting, or planning, which is also reflected in the law system. Attention to detail is highly important to create certainty. In the workplace, society prefers to rely strongly on expertise (Hofstede-Insight, n. d.).

The Brazilian society scored 76 on the uncertainty avoidance index. This means that Brazilian avoid uncertainty strongly. This society also shows a strong need for rules and an elaborate legal system. Obedience to the rules is weak among the people, which make the rules cannot be kept. The rules need to be kept in this situation in order to make the world a safer place to live in. Brazilians tend to be very passionate and demonstrative due to the high score in this dimension. For example, the Brazilian are aware of social tendencies that shape the cultural aspect of the workplace

Long-term versus short-term orientation

“The long-term and short-term dimension refers to the degree to which cultures encourage delaying gratification or the material, social, and emotional needs of its members” (Hofstede, 1980; Nickerson, 2022). This describes how society keeps the link with its past while dealing with the challenge of the present and the future. A culture with a long-term orientation tends to follow the existing tradition in its society. The people of this orientation think about their future goal rather than their short-term goal, such as investing and saving for the future. They also emphasize characteristics such as persistence, perseverance, thrift, saving, long-term growth, and the capacity for adaptation (Nickerson, 2022). Meanwhile, a culture with a short-term orientation is more fast-moving, creative, and less dependent on tradition. People with this orientation tend to be more focused on the short-term goal and focusing more on the near future, short-term success, gratification, and stronger emphasis on the present (Nickerson, 2022).

The German society scored 83 on the long-term index. This indicates that German society is highly long-term oriented. This high score on the index defines Germany as a pragmatic country. In a pragmatic country, people tend to believe that truth depends very much on the situation, context, and time. The society also easier to adapts to the change in the condition. Other than that, this society tends to save and invest, be thrifty, and persevere on achieving the result (Hofstede-Insight, n. d.). This affects the business relations, which are shaped more on the long-term goal for the company. German people reflect this value on their behavior in the workplace and how it will likely affect them in long term.

On the other hand, Brazil scored 44 in this dimension’s index. Because of this factor, Brazilian society is considered intermediate. Their orientation toward the long-term is balanced with their orientation toward the short-term. This indicates that society is more likely to have two types of people that have long-term orientation and that have short-term orientation..

Indulgence versus restrain

“This dimension is defined as the degree to which people try to control their desires and impulses” (Mitrovic, 2017). It is a tendency for a society to fulfil its desires. The high-value society on the index of this dimension tends to be an indulgence. This society will allow relatively free gratification and show the willingness of realizing their impulse and desire such as enjoying life and having fun (Hofstede-Insight, n. d.; Nickerson, 2022). The country with a low score on this dimension is defined as a restraint. This indicates that society tends to suppress the gratification of needs and regulate them through social norms (Nickerson, 2022). People also tend to save money and focus on practical needs (Hofstede, 2011; Nickerson, 2022).

In this case, the German society scored low with 40 points on the indulgence index. This low score indicates that Germany is a restrained country. The German society in this category tends to have cynicism and pessimism. Mostly, they do not emphasize much in their leisure time. They also have a tendency to control the gratification of their desires. People with this orientation have a perception that their actions are restrained by social norms and tend to feel that indulgence in themselves is wrong (Hofstede-Insight, n. d.). As an example, the work environment is shaped by the culture to spend less time in gratification and not being proud with glories.

The Brazilian society scored high in the indulgence dimension index with 59 points. Because of the high score, this society is considered an indulgence society. The people in this society will generally show the willingness to realize their impulses and desires with happiness and enjoyment. Brazilians will place a high priority on leisure time and tend to act as they please. The attitude towards money is one of the problems in this society. This attitude is close to hedonism, they tend to spend more money on luxuries and enjoy more freedom when it is to leisure time (Nickerson, 2022). Society also tends to have a tendency towards optimism. For example, in the workplace gratification matters, the greater appreciation of enjoying life and the employees tend to have more flexible work hours to balance their work and social life.

Cultural comparison according to Hall’s concept

Hall’s theory defines that every different culture has a different way to communicate (Hall, 1990; Alfrouzi, 2021). People’s cultural background affects the way they comprehend a message (Hall, 1990; Alfrouzi, 2021). Hall’s concept consists of three dimensions, space, context, and time. Mostly, these dimensions mainly refer to whether verbal or non-verbal communication is more common among the people in a society.

Space

The space dimension is defined as the comfort zone and distance between individuals when communicating. Hall makes two categories for space dimension, which are highly territorial and low territorial (Hall, 1990). In other words, to whom is the space belong, whether to a group or an individual? In a culture with a personal space dimension dominant, people tend to be more uncomfortable with physical contact. The safe distance between each other will always be kept in mind. Most people in this culture are avoiding any sort of physical contact with a stranger or a person that is not very close to them. This culture is common in western societies such as the United States, and west Europe. For example, hugging people is rarely happening, except a hug from the one that they are close with, such as family or friends. In a culture with a public space dimension dominant, people are most likely to engage in more physical interaction. People will have a tendency to reduce social distance among themselves. Different from the high territorial society, the low territorial society tends to let people get into their zone. The comfort zone is also less than the high territorial society. Physical contact hap-pens more in this type of society, they tend to be not afraid to engage in intimate physical contact such as hugging even a stranger.

In this case, Germany is considered to have a very sensitive personal space. Most Germans prefer to keep a safe distance between them. It is approximated arm-length from the body (Kirilmaz, 2014). In the professional field, people tend to hold a distance of an average of 120 centimeters to 220 centimeters. The close distance between them and their communication partner is considered unu-sual, unpleasant, or even offensive. Physical contact also must be avoided with the Germans, be-cause physical contact is considered unpleasant and unusual. For example, a small handshake is already enough when greeting someone. However, this context comes with the exception that the communication partner will be allowed to have a closeness to them, if the person is familiar with and already close with them in a relationship, such as family or close friend. In the workplace, everything should be done professionally and there would be not much closeness among coworkers.

Brazilian society is considered to have a low territorial culture in this dimension. Brazilians tend to be comfortable letting people get into their personal space, which means they are fine with sharing their space with other people, even in the workplace. Because of the low territorial culture, they will not be shy to be assertive to a person when they are talking (Thorand, 2021). Physical contact is im-portant in Brazil. Face-to-face communication is a way to build rapport since trust is required before doing business. Other than that, a firm and long handshake are often visible in business (Soh, 2016).

Context

The context refers to information that surrounds the event. This dimension consists of two categories, which are high-context culture and low-context culture. In a high-context culture, the communication that is occurred happens to have indirect verbal expression and the implication is embedded in non-verbal communication. The listeners will have to figure out by themselves the meaning of a message that has been communicated (Alfrouzi, 2021). On the other hand, the low-context culture is the op-posite. The communication among them tends to have a direct verbal expression and the information is delivered explicitly. In simple words, they prefer to communicate about a thing directly to the point. According to Hall & Hall (1990), when there are people from different contexts and dimensions of culture communicating, the high-context people tend to be more impatient and irritated when the low-context people on giving them information insist that they do not need. The low-context people tend to be confused when high-context people do not provide enough information to be understandable. This is a result of high-context individuals perceiving implicit messages as less complex than low-context individuals (Alfrouzi, 2021).

In this dimension, Germany is considered a low context. The communication that occurs among individuals is delivered directly and to the point. They put more attention to the information itself and tend to be less non-verbal (Thorand, 2021). As an example, when a person said a word, the word actually means what it said, if the manager said “This is good”, it means that the thing is good and goes exactly to the point without any other meaning. Another example, individuals in this culture tend to speak more clearly and without any ambiguity, when deciding between “yes” and “no”. “yes” means an agreement and people are truly accepting that. Furthermore, honesty is respected in German society. The subordinate will be honest with the superior and the superior also will be honest to them, for example when giving a critique. The criticism will be conveyed directly to them.

Oppositely, Brazilian society is considered a high-context society. Unlike the Germans, the communication that occurs is most likely to be more implicitly. For instance, the Brazilian tend to deliver a piece of information with an exaggerated emotional gesture, especially when the information delivered is emotionally strong (World Business Culture, 2013; Soh, 2016). In an informal agreement, it is more common that the agreement is agreed upon and tends to have bigger ambiguity. The sensitivity in this culture mostly happens during communication. Slow understanding is achieved as the word must be indirect or even “sugar-coated” to avoid misunderstanding and mortifying (Soh, 2016). As a workplace example, direct criticism is rarely expected by the employee. It is better for the man-ager to build patience and empathize with their employees to ease up tensions and avoid misunderstanding (Llopis, 2013; Soh, 2016).

Time

The time dimension refers to time management and the attitude of people toward time. The time dimension is divided into two aspects of culture, which are monochronic and polychronic. In the monochronic culture, keeping time is very important. The society with this culture is punctual and put much attention to time. In this culture time is viewed as an asset, which people often said is “time is money”. The focus of this culture is mainly on the schedule and deadline (Thorand, 2021). In poly-chronic culture, time is less important than interpersonal relationship value. The society also tends to view time as non-linear unlike the monochronic culture, this makes polychronic culture tend to-wards an understanding that many events can happen at the same time. Their focus is unlike the monochronic culture’s schedule and deadline, but rather an interpersonal relationship.

The Germans are known worldwide for their punctuality. This considered that German society is a monochronic society. In the workplace, there is no tolerance, not even for slight lateness for the unpunctuality in the culture of Germany. Time is seen as linear in Germany and seen also as an asset for the people. With this monochronic culture, they tend to finish tasks one at a time and one task will be done after another one is already done. However, the most prominent aspect of the Germans is their punctuality.

Brazilian is considered a polychronic society. This means that Brazilians are more flexible with time. They are not being dependent on time, which is why scheduling and deadline are less expected by society. Punctuality is possibly an issue in Brazil because of its polychronic culture. The Brazilians believe that the relationship is viewed far more important than the time-related issue. For example, arriving late will be an issue for the company because it will create a chain reaction that could be resulting productivity. The solution that can be used by the manager is by giving the employee more flexibility in time when accomplishing a task (Soh, 2016). Other than that, there should be no surprise if a meeting is started late and finish even later, when the agenda is made, do not expect it to be followed (World Business Culture).

Cultural comparison according Rotter’s locus of control concept

Rotter (1966) defines a locus of control as a degree to of people viewed the outcome as being un-predictable on their actions or external force. “The behavior is not only determined by the nature but also by the person’s anticipation or expectancy that these goals will occur. Such expectation is de-termined by the previous experience and can be quantified.” (Rotter, 1954). This concept has only one dimension, which is the conviction of control. This is defined as whether an event happened under the control of an individual or rather controlled by an external factor (Rotter, 1966).

In a culture with the strong internal conviction of control, the society believes that the event that happened has something to do with the behavior of the individual. On the other hand, the external conviction of control society believes that there are external factors such as fate, luck, or chance considering the event. The locus of control has a strong correlation with the dimension of individualist versus collectivist in Hofstede's concept. The individualist society tends to believe more in the internal conviction of control and vice-versa (Rank & Puapradit, 2017).

In Germany, people tend to believe more in the internal conviction of control. The behavior of the individual itself guides the outcome of the event. Even though many believe that external factors such as the factor in their life, include the private life. As a workplace example, the employee tends to blame themselves for the failure of their work and because of this they must be more dedicated and put more effort into their work. In this case, Brazil is the external conviction of control society. They believe that there are other factors that affect the outcome of an event. In the workplace, success is not only coming from their own but rather from fate, chance, or luck.

Conclusion

According to Hofstede, Hall, and Rotter’s theory, the culture between Germany and Brazil have a significant difference. German society believes that equality is important in the workplace and that hierarchical difference is less accepted. The people tend to be more individualistic, performance and expertise valued highly, and more likely to be intolerant to change and uncertainty. Germany is a long-term-oriented country, which means that they prefer to achieve their long-term goal rather than their short-term goal. Other than that, the German tend to not emphasize leisure time, more focused on controlling their gratification of desire. They tend to feel that indulgence in themselves is some-what wrong and feel that their action is controlled by the social norm. In this society, the distance between them is matter and less likely to make physical contact. Communication between them is delivered in a verbally direct manner and the aspect of time such as punctuality is highly respected. Lastly, Germans believe that the individual is the main important factor for the outcome of an event. On the other hand, Brazilian society believes that inequality in the hierarchy must be highly re-spected. They tend to be collectivist, which means that the group matter is far more important than the personal matter and the group must be prioritized above the personal matters. The masculinity and femininity aspect of the Brazilian culture is balanced, which means that performance is respected but the gratification is also important. Some people values assertiveness, courage, strength, and competition. Meanwhile, some of them also value cooperation, nurturing, and quality of life. People in Brazil also tend to be intolerant of uncertainty, in this case, they are the same as the Germans. Brazil is considered intermediate in long-term orientation, which means that the value of long-term and short-term tend to be balanced in society. Gratification matters but the importance of long-term goals cannot be forgotten. Brazilians will show generally a willingness to realize their impulse and desire with happiness and enjoyment. In Brazil, physical closeness and contact are important things to build a good relationship, communication happened in a verbally indirect manner, and time is viewed as flexible and non-linear. Lastly, society believes that external factor is highly responsive to an outcome of an event.