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The Seven Keys to Communicating in Brazil: An Intercultural Approach
by Orlando R. Kelm and David A. Victor
Georgetown University Press, 2016
Cloth: 978-1-62616-351-5 | Paper: 978-1-62616-352-2
Library of Congress Classification HF5389.3.B7K45 2017
Dewey Decimal Classification 395.520981


The key to professional success in Brazil is understanding Brazilians. But how do you understand an unfamiliar culture? Seasoned cross-cultural trainers Orlando R. Kelm and David A. Victor use Victor’s groundbreaking approach of evaluating a culture’s language, environment, social organization, context, authority, nonverbal communication, and time conception to provide a framework for understanding Brazilians and show effective strategies to overcome these communication barriers. The method, referred to as the LESCANT approach makes you the expert evaluator of the culture and helps you easily navigate hurdles that can challenge business relationships.

Each chapter of The Seven Keys to Communicating in Brazil employs memorable anecdotes, business cases on each topic from business professionals, and photographs to address key topics. The authors demonstrate how to evaluate the cultural differences between Brazil and North America and include examples of common communication mistakes. Engaging and accessible, the book helps North Americans master the nuances of the Brazilian language and achieve a real experience of the Brasil dos brasileiros.

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