STRATEGIC AND TACTICAL GUIDELINES BY COUNTRY
145
This is the land of commercial pragmatists; outlandish schemes will receive scant consideration. Proven technologies and recognized services tend to do the best. Do detailed research into the background of the company you’re contacting. Written materials should be translated into the appropriate Flemish or Walloon. Don’t under any circumstances confuse the two cultures when negotiating, as it will cause considerable conflict. Belgians are generally recognized as tough but likable negotiators. They’ve established themselves in Europe by being able to understand and absorb other cultures. Belgians have little fear of economic colonization and always bargain as equals. Don’t attempt to “throw your weight around” or otherwise remind the Belgians that they’re a tiny country in a very large world. They’ve heard it all before and can afford to say “no” to just about any deal. Because of this nation’s limited resources and land area, thrift is highly prized. Proposals that squander assets, whether financial or personnel, will be highly criticized. Keep it conservative and watch those pennies. Set up meetings far in advance and confirm them upon arriving in-country. Be punctual, you can assume your Belgian counterparts will be. Though the Belgians pride themselves on their polyglot tendencies, contracts are enforceable only in the local dialects of French or Flemish. English is widely spoken, as is German and a multitude of other European languages. Beer production is a national treasure, and business visitors can be expected to enjoy the social aspects of its consumption. The Belgians drink for taste rather than quantity, and they appreciate a fine palate. Visitors who can hold forth on brewing varietals and production methods will find themselves in good stead at the negotiating table. (The same holds true for those with an appreciation for Belgian art.)
BRAZIL COMMERCIAL ENVIRONMENT
Brazil is the largest country in South America, with a GDP per capita that is almost twice the size of China’s. Primarily an agricultural society, Brazil exports a great deal of beef, leather, and textiles, but it also supports flourishing chemical and consumer goods industries. Plagued by recurrent debt and inflationary problems, the government has instituted numerous “austerity” measures to keep the country on track. The communications infrastructure and high-tech industries are target areas for investors and government-backed schemes alike, and they’ll remain so for the next decade. COMMON STRATEGIES ■ FOR TRADE:
Compliant, Deceptive, Social Divide and Conquer, Departmental, Social
■ FOR INVESTMENT:
