Miscommunications with a Brazilian Auto Parts Manufacturer
Abstract Purpose: to analyze case study "Miscommunications with a Brazilian Auto Parts Manufacturer”" in chapter 4, pg. 140. This case study gives an example an American businessman flying out of the country to do business on foreign soil, also, it has several questions at the end of the case study: 1) What are three of the cultural “missteps” that Wally Astor and his father-in-law, Henry Williams, made in this scenario? Why do you think this happened? 2) If this was a native of Brazil and advising American business representatives on what to do when talking with Brazilian business partners, what would you tell the Americans about Brazilian culture? 3) Imagine that the situation in this case study was reversed, that is, Brazilian business man were coming to the U.S. to look for a supplier. What would you tell the Brazilians about American business culture to prepare them for success? Mr Williams, president of Lucky Auto Parts Company and his son-in-law Mr. Astor were about to embark on a business venture in Brazil. They were set up to meet Mr. Silva and Mr. Ventura, President and sales manager of a mid-size auto parts manufacturer company in Brazil. The meeting was all set up until Mr. Williams decided he could not go because something came up at the last minute. So he decided to send his son-in-law in his place. This happened very quickly and Mr. William felt that since it took a long time to set up the meeting, he did not want to cancel it. He also felt that sending his son-in-law in his place shouldn't be a big deal.
Mr. Silva and Mr. Ventura met MR Astor at the airport; however, they did not know Mr. Williams would not be attending their meeting. They were surprised. Not only were they surprised that Mr. Williams did not show, but they were surprised that Mr. Astor was dressed in jean when he got off the plane. Once they accepted the fact that Mr. Williams was not attending, they wanted to whine down for the evening and take Mr. Astor to his
Mr. Silva and Mr. Ventura met MR Astor at the airport; however, they did not know Mr. Williams would not be attending their meeting. They were surprised. Not only were they surprised that Mr. Williams did not show, but they were surprised that Mr. Astor was dressed in jean when he got off the plane. Once they accepted the fact that Mr. Williams was not attending, they wanted to whine down for the evening and take Mr. Astor to his
References: Deresky, Helen, (2013), International Management (New York) Asefeso, Ade (2012) CEO Guide to Doing Business in Brazil (New York) Reuvid, Jonathan (2007) Doing business with North America (GMB Publishing)