Latin Western European Culture

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Business culture in Latin America is influenced by western values and business traditions combined with national cultural values and beliefs. One common understanding, however, seems to be that it is related to human values one way or the other and, like culture, interest in human values dates back many years.


In Latin America, people shake hands when they meet someone and again when they part. Latin Americans also like to stay close when talking. The part that time plays in social events also differs. If a person is invited to someone's house in Europe for a meal, he or she should arrive on time. However, in Latin America, he or she should arrive at least one hour late. This is the. case for business appointments as well as for social events. In some countries, 'tomorrow' does not necessarily mean the day after. Americans are always in a hurry. They want to get on with whatever it is. Some other countries like to spend more time with preliminary discussions. Talking, negotiating and bargaining are all parts of the game. In Latin countries, as well as in the Middle and Far East, haggling over prices is expected (Newman and Nollen 1996).
Following Hofstede's theory, in Latin America, power distance is high. It is a collectivist culture in which family and family relations play a crucial role. Latin America can be seen as a combination of masculine and feminine characteristics of culture. The main masculine traits are (1) aggressiveness and (2) ambition. The main feminine factors are: close relations and high sensitivity. The power distance of a culture is reflected in the superior subordinate relations in business organizations. ...
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