A Picture of Brazil from the Viewpoint of Cultural Change and Business Exchange.

This paper argues that, with trade and business exchange, cultural change is introduced to business partners. After analyzing the impact of trade in societies, leading to the transformation of traditional holistic ideologies to individualistic ones, Brazilian society is appraised as a dual culture existing under a constant tension between the demands of social hierarchy and predatory individualism. The paper argues that Brazil's dual culture has been a deterrent to economic remedies that worked in societies that experienced industrialism. Finally, the possibility of cultural changes is assessed and considered as a condition for Brazil's partnership in today's global markets. [ABSTRACT FROM PUBLISHER]