1To be successful Krispy Kreme must understand and be sensitive to different cultures andsocieties if they are to initiate and consummate mutually beneficial exchange relationships withglobal consumers to include those in Brazil.Why Do business in BrazilA thorough study and analysis of its culture is conducted to identify the values, customs, andcultural symbols of the Brazilian consumers and what might affect a buying behavior in thisgrowing market.Following more than three centuries under Portuguese rule, Brazil gained itsindependence in 1822, maintaining a monarchical system of government until the abolition of slavery in 1888 and the subsequent proclamation of a republic by the military in 1889. Braziliancoffee exporters politically dominated the country until populist leader Getulio VARGAS rose to power in 1930. By far the largest and most populous country in South America,Brazil continues to pursue industrial and agricultural growth and development of itsinterior. Exploiting vast natural resources and a large labor pool, it is today South America'sleading economic power and a regional leader. Highly unequal income distribution and crimeremain pressing problems.
Brazilian Family Values
The family is the foundation of the social structure and forms the basis of stability for most people. Families tend to be large (although family size has been diminishing in recent years) andthe extended family is quite close. The individual derives a social network and assistance intimes of need from the family. Nepotism is considered a positive thing, since it implies that employing people one knows andtrusts is of primary importance.
Customs in Brazil