A cultura nacional e a análise de poder nas negociações entre executivos brasileiros e estadunidenses.

Abstract

This present paper addresses the importance of cultural knowledge in the international relations, focusing on the preparation and negotiation among US and Brazilian executives. In the current context, knowing about the cultural aspects, history and identity are essential factors so that besides knowing how to behave and respect the other culture and the negotiator may have it as a strategy for the success of the negotiation. In this way, the overall goal was to investigate the cultural influence in international negotiations among Brazilian and American executives, addressing also, through the Soft Power Theory, which the US executives hold power in this context in the international relations. With a theoretical analysis supported by evidence literature collected and supplemented by interviews with Brazilian executives, can be concluded that the culture, through the formation of the individual, determines their position and way of thinking and acting in the professional life. Some cultural elements are more influential than others, as the personality, the language and the educational and professional knowledge and, in a global aspect, in the relation of these two diverse cultures, the US power is always present on commercial and private negotiations.