Bridging Cultural Gaps: Policy Implementation in US & Brazil

This case study explores the cultural differences between US and Brazilian business practices, focusing on a policy change implemented by a US company in Brazil. The study identifies the US values driving the policy, such as prioritizing productivity and efficiency, and contrasts them with Brazilian values that emphasize personal relationships and socialization in business. The resulting tensions and frustrations are discussed, along with concrete action steps to reconcile these differences, including reconsidering service offerings, personalizing customer relationships through CRM tools, and focusing on problem-solving and referrals. The case highlights the importance of adapting business strategies to respect and integrate local cultural norms for successful international operations. Desklib provides this assignment as a solved example for students, offering a platform with numerous past papers and study tools.

Running Head: CULTURAL CASE STUDIES 1
Cultural Case Studies
Student’s Name
Institutional Affiliation
Date of Submission

CULTURAL CASE STUDIES 2
Communication
Which US-American values and assumptions drive the change in policy? How do these
values make the policy be perceived as "logical" in US corporate business practice?
Based on the synopsis of the provided “World Ship” case study, the US-American values
or assumption on policy changes is that the same will help the organization become far more
productive. As provided, the policy categorizes clients into three groups based on the revenue
generated by them. The sales personnel then provide attention according to the groupings. On
this regard, the US corporate field perceives the policy as entirely logical since the clients are
still entitled to all the help they might require. The same policy will also help the sales
representatives reduce the amount of time wasted on numerous visits to perform tasks that are
more productive. The idea according to the Americans is that organizations need to maximize on
productivity by investing more on their businesses (Kelm & Risner, 2007, pg. 19).
Which values and cultural patterns in Brazil are in tension with this policy? How does this
tension become expressed in behaviors?
Unlike the Americans that value investing in their businesses to maximize productivity,
the Brazilians are more interested in business relationships alongside dealing with suppliers and
customers on a one-on-one basis. The Brazilians are technically accepting the new policy but are
culturally challenged because they believe in socialization and the outcomes of the same.
According to the case, it is the Brazilian way of doing business when people mingle; it makes
them feel special. Such tension result to frustrations. With frustrations, clients would tend to
create new socio-business models that directly affect the finances of the business (Laihonen,
Lönnqvist & Metsälä, 2015).

CULTURAL CASE STUDIES 3
How can the tensions between values patterns and policy be reconciled? Please suggest at
least two concrete action steps and provide your rationale for taking these actions
The law and nature of doing business has it that the cost of acquiring a new customer is
greater than maintaining a customer that is already existing. However, it is worth noting that the
addition of customers will lead to the growth of any business and that is the most important
factor. Such growth would only be hindered if a business organization does not find the
appropriate channel of keeping its customers happy while avoiding sacrificing creativity, service,
and quality in the process (Kelm & Risner, 2007, pg. 20). If an organization faces such
challenges as ‘World Ship,” it would be important to create a customer strategy that would
nurture and foster the customer relationship that already exists (Management, 2017). The action
steps should include:
Reconsidering the services
Most companies, according to research, lose sight of offered service. Customers need the
best of services without discrimination. The reason why customers go for products is trust and
quality ensuring that both are provided at all times is most important for any business.
Communication between the management and clients should be clearly simple yet productive.
Issues arising should also be solved effectively and quickly. Another factor related to service
provision is being transparent. In business, it is frustrating for one to be evasive as much as it
may be when one is deceived or confused. Customers would want to know what is happening
with their interactions with the managers or activities in their accounts with a lot of transparency.
Anything wrong should be clearly communicated to the clients and mistakes rectified. Looking

CULTURAL CASE STUDIES 4
like a fraud or operating outside the scope of the customers is a quick way to lose the customers
through eradication of trust (Cuozzo, et al., 2017).
Personalization of the relationship and working smarter
Worldwide, customers need assurance that they matter be it online or in person. To
ensure that the feeling is sustained, businesses need to a relationship that is more personalized
with the customers. To achieve such a relationship, companies should use Customer Relationship
Management tools. Instead of maintaining customer information via paper files and spreadsheets,
such Customer Relationship Management tools will store data related to the customer including
their buying routine and preferences. With the tools, communication and a proper relationship
will be maintained. However, in our case, conferencing schedules should be made so that
customers have time to converse with the management. It is worth noting that customer’s way of
communication should always be preferable (Barrett, 2017).
Regarding working smarter, the management of marketing and sales should be automatic
and simultaneous. Considering marketing automation would be important. Instead of manually
managing the email addresses of customers, an organization can use tools that automate leads
then transfer them into different sales cycle stages while ensuring that the interaction with
customers is personalized. In case “world Ship” practices account-based marketing, it would be
important to consider new accounts for its personal projects as well as tracking its progress using
management software. As a result, sales representatives, marketers, and managers will be
informed about the progress of accounts using a single source platform that has an added
advantage of workflow automation (Chang, 2006, pp. 271).
Solving the problem and encouraging referrals

CULTURAL CASE STUDIES 5
The reason why “world ship” existed as a business is that a problem was identified and
solved. A continuation of the same activity in a proper manner will make customers trust the
business with the same problem repeatedly with the key being that the company continues to
listen to the problems of the client (Assignment, 2017). In such a way, the business organization
will adapt and innovate instead of preaching what it is that the company specializes in. the
company needs to determine the areas that the customers suffer most and consider finding
solutions to the same. Steps towards solving company issues begin with the encouragement of
referrals. Referral bonuses and reward programs will encourage clients appreciate the steps made
by the business and thus bring them new clients. As the company works on growing the business
while tracking the already existing clients and trying to coax new ones, it is important to note
that the marketing of relationships is vital. As mentioned before, the best method to nature and
foster the existing relationships alongside acquiring new customers is getting personal, being
transparent, and employing automated processes and systems (Agatha, 2010).

CULTURAL CASE STUDIES 6
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