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date: 03 June 2020

Abstract and Keywords

Brazil portrays a successful integration of a melting pot of cultures (European, African, Asian, and, of course, American) that entails challenges to multinationals. The idiosyncratic nature of Brazil’s institutional environment—resulting from the still ongoing interplay of so many influences—has led to particular ways of doing business and creative business models. This chapter presents an overview of Brazil’s history, natural environment endowments, cultural traits, and sociodemographic profile, as well as politics and legislation, economy, and infrastructure. Interviews with (foreign and Brazilian) businesspersons reveal opportunities to be exploited and challenges to be dealt with by multinationals that invest in Brazil.

Keywords: Brazil, emerging markets, multinationals, doing business in Brazil, business models

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