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Globalization leads companies to spread across different regions of the world. With this increase, the field of intercultural communication has grown considerably, both as a niche for scientific research and as a field of training, consultancy, and education. Because of that, companies are forced to communicate with cultures different from their own. It is important to understand the aspects involved in communication between different cultures around companies. When you as a European company want to expand to the Latin-American side, you need to have in mind how they think, communicate, and work, as it is different. The aim of this thesis is to identify the intercultural communication between Danes and Brazilians workers. The purpose is further to identify how the opportunities and limitations of real-world application of intercultural communication theories are. To answer the research question, it is necessary to do a literature review, quantitative research and qualitative interviews with entrepreneurs and managers. It is also necessary to look at what kind of stereotypes, prejudices, and racism that exist between the Danes and Brazilian workers. The analysis demonstrates several sub-problems, in terms of what you should do and what you shouldn’t do as a foreign company in Brazil, regarding how their system functions. Furthermore, the analysis identifies weaknesses in expression, communication, and the different understandings of how a business should be run. Finally, the thesis identifies positive and negative points of working with Brazilians. The thesis concludes that regarding hospitality from Brazilians, it is recommended that, when trying to establish long-term relationships, you need to acquire the necessary skills to analyze and understand both cultures.

Globalization leads companies to spread across different regions of the world. With this increase, the field of intercultural communication has grown considerably, both as a niche for scientific research and as a field of training, consultancy, and education. Because of that, companies are forced to communicate with cultures different from their own. It is important to understand the aspects involved in communication between different cultures around companies. When you as a European company want to expand to the Latin-American side, you need to have in mind how they think, communicate, and work, as it is different. The aim of this thesis is to identify the intercultural communication between Danes and Brazilians workers. The purpose is further to identify how the opportunities and limitations of real-world application of intercultural communication theories are. To answer the research question, it is necessary to do a literature review, quantitative research and qualitative interviews with entrepreneurs and managers. It is also necessary to look at what kind of stereotypes, prejudices, and racism that exist between the Danes and Brazilian workers. The analysis demonstrates several sub-problems, in terms of what you should do and what you shouldn’t do as a foreign company in Brazil, regarding how their system functions. Furthermore, the analysis identifies weaknesses in expression, communication, and the different understandings of how a business should be run. Finally, the thesis identifies positive and negative points of working with Brazilians. The thesis concludes that regarding hospitality from Brazilians, it is recommended that, when trying to establish long-term relationships, you need to acquire the necessary skills to analyze and understand both cultures.