The Trompenaars Model of Cultural Dimensions

applied to Brazil and comparison with Azerbaijan

Writing Assignment

submitted at the
IMC Fachhochschule Krems
(University of Applied Sciences)

Bachelor programme
Tourism and Leisure Management

By
Matin Mirzayev

Intercultural Competence: Cohort 2019/2022

Lecturer: Faina Gachabayova

Submitted on: 05.02.2021
 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

Table of Contents
1. Introduction 3

2. Methodology 4

3. Internal Direction Versus Outer Direction 4

4. Universalism Versus Particularism 5
5. Individualism Versus Communitarianism 7
6. Conclusion 8
7. List of References 10

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 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

1. Introduction
Currently, globalization influences all facets of society, and the world is getting more
integrated. In a world of globalization and integration, the travel of people to different parts of
the world for different purposes leads to the intermingling of human communities and their
cultures. Relationships with other cultures take place every time for travel, diplomatic,
economic, and social purposes. Throughout the sense of the system of globalization and the
development of travel interdependence between countries, cultural identity is becoming
increasingly relevant. There are differences in the way people interact with each other, and in the
stages that have taken place so far, in the acceptance, understanding, development, and
integration of each other's cultures. To date, these cultural differences have been studied by
scholars, and various theories have been written and developed to make one culture
understandable and easily acceptable to other cultures.
Trompenaars Model of Cultural Dimensions is one of the theories that differentiate the
cultures of countries. Fons Trompenaars and Charles Hampden-Turner claim that there are
significant cultural variations between countries and that they influence the method of doing
business and controlling organisations, while in this sense culture is understood easily as "the
way in which a group of people solves problems and reconciles dilemmas" (Trompenaars &
Hampden-Turner, 1997). The Trompenaars model of cultural dimensions based on survey results
was implemented in 40 countries and the number of respondents covered more than 40.000
managers. Trompenaars and Charles Hampden-Turner (1993) resulted in their book that on the
specific topic there are similarities, as well as different characteristics of the cultures of each
country. The Trompenaars Cultural Dimensions Model, also known as The 7 Dimensions of
Culture, will allow you to work more efficiently with people of different backgrounds such as
Universalism versus particularism, individualism versus communitarianism, specific versus
diffuse, neutral versus emotional, achievement versus ascription, sequential time versus
synchronous time, internal direction versus outer direction.
So, taking into account the above details, classifying the culture of the countries takes the
first position of significance. At different times Brazil is one of the places where migration and
cultural differences have taken place. Brazilian culture is based on Western culture and has a
very different nature, indicating the emergence of an ethnic and cultural mix of Portuguese and
African indigenous peoples derived from Portuguese culture. Cultural diversity always leads to
new research, more in-depth study, and comparisons. As an expert in cross-cultural training for

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 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

Crown World Mobility Alyssa Bantle said: “The number one mistake people make when doing
business in Brazil is assuming that all South American cultures are the same." Therefore, the
purpose of this research paper to examine the following two objective:
 Define the cultural characteristic of Brazil-based on 3 dimensions of the Trompenaars
Cultural Dimensions Model
 Define the differences and comparisons of cultural characteristics between Brazil and
Azerbaijan.
2. Methodology
This research has already been written using the secondary research method, based on the
results of research on or related to this topic. The research investigate cultural contradiction
analysis of the previous studies to reveal the cultural characteristic belonging to the people of
Azerbaijan and Brazil. The literature review descripes cultural distinction between two countries
according to three dimensions of the Trompenaars Model of cultural dimensions. Studies are
carried out according to dimensions like Internal Direction Versus Outer Direction,
Individualism versus Communitarianism and Universalism Versus Particularism. The
research demonstrates inferences with factual information and facts. The facts and examples
based on the research include music, films, TV shows, and other magazines that represent the
cultures of the countries suitable for the sample. Academic papers and journals are the main
sources of useful paper for writing. In the end, the results were taken on the dimensions that
reflect and clarify the ethnic and cultural characteristics of both peoples.
3. Internal Direction Versus Outer Direction
In an inner-oriented culture, people assume natural surroundings as a complicated system
that is enormous but can be regulated when they have the necessary skill "wisdom is strength".
This type of people believes that people being should and must have the ability to conquer nature
if they attempt. In the term of internalism, people claim It applies not only to the natural world
but also from the societal environment, including how individuals operate with teams and within
institutions. The reason people treat other people is very much like the way we treat nature
(Balan & Vreja, 2013). People in the internal direction think that they should manage their
world to accomplish goals, the outer direction means that people are controlled by nature and the
environment.
However, in an external society understanding the people is natural. It is a relational
viewpoint, where the person is among one of the elements of the environment and can thus exist
in peace with others and the world. People also feel that they need to react to external conditions

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 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

rather than to work along with their society to accomplish objectives (Trompenaars & Hampden-
Turner, 1997).
If foreigners are looking for a successful and lasting relationship with their Brazilian
counterparts, there are cultural aspects they need to know in that relationship. There are many
aspects of Brazilian culture, but the first is the attitude to time. While we can cite North America
as an example for internalists, we can easily add Brazil to externalists. It is fact that, internalists
and externalists various perceptions of scheduling and planning deadlines. Internalists always
believe that in their opinions about deadlines and schedules, they will always be able to prepare
works that are in line with these deadlines. Because they claim that the events around them and
nature are under their control. At the same time, externalists set tables and deadlines in the same
way, but unlike internalists, there may be changes according to the side condition that does not
depend on them, because the events of the diaper only occur. According to the Brazilians,
deadlines and schedules can be changed at any time depending on the situation, but in North
America the rate of occurrence is low, or if it happens, it is very seriously considered and
discussed. U.S., Australia, New Zealand, and the U.K countries known as an internalist country
where the main part of the population say 24 hours is a short time, a short period to solve the
necessary work and development, try to adapt all their work to schedules and deadlines. That is
why being late for something is considered seriously because it indicates wasting the time of
people. However, Brazilians do not think that 24 hours is short or do not consider it a problem.
Comparison of cultural differences at this level with Azerbaijan - The vast majority of the
population of Azerbaijan believes in and worships Islam and Azerbaijan ranks second after Iran
in the number of worshipers of Islam (Juan Eduardo Campo). İn Azerbaijan One of the main
topics of discussion among people since the founding of religion has been destiny and
foreknowledge. Believers believe that all the processes that take place in the world are
predetermined by God. God also foreknows all that humans can do. Thus, most Azerbaijanian
believes in fate and destiny. Therefore, in the work planning of the people in Azerbaijan and the
surrounding situations, the believers believe that the work plans have changed and that the future
events will depend on the fate and destiny of the person.
The examples shown above can be noted as the main research that It is very easy to come
across such concepts as "I hope", "God willing", "if there is a destiny", "time will tell" in the
daily conversations and work plans of the Azerbaijani people. This is one of the examples of the
Azerbaijani population having an externally oriented society.
4. Universalism Versus Particularism

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 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

According to Trompenaars Model of Cultural Dimensions in universalistic societies, citizens

usually follow mutually agreed norms, and ties between them are regulated by laws, regulations,
general principles, and responsibilities. Laws and rules often come before their relationships.
However, in particularist societies, personal relationships often come before common rules and
norms, and the conduct of persons is dictated by the basic responsibilities of the people they
meet in person. Typical universalistic cultures are Switzerland, the U.S.A., and Canada; typical
particularistic cultures are Russia, Brazil, China, and India (Balan & Vreja, 2013).
In a universalist culture, most people focus on the structure of the rules and the steps to
follow them. One of the basic principles in relationships and work environments is legal
contracts and adherence to their standards. On the contrary, the mass of people belonging to a
particularist group puts the rules and norms indicated above in the second place and attaches
more importance to the relationship between people. It was said the rules, but they see the person
as a permanent and more focused issue in the relationship.
According to Trompenaars Model of Cultural Dimensions Brazil was analyzed as a
Particularist society with an indicator of over 70 percent. İn Brazil Particularist classes pursue
pleasure by relationships, in particular relationships with the boss. Generally speaking, the more
precise, the better. The duty between the boss and the worker. Employers of these cultural
groups aim to provide staff with a wide variety of pleasures: protection, money, social status,
gratitude, and social and emotional aid. Relationships are normally strong and long-lasting. The
environment of business is minimal and work obligations are lengthy (Trompenaars &
Hampden-Turner, 1997). The concept of relationship-relationship-relationship in the Brazilian
business etiquette re-expresses the concept of particularism and confirms that the business
environment and civilization have been established around this concept. The Brazilians are quite
friendly, so business meetings typically start and conclude with a fair amount of small talking,
even irrelevant to the business at hand. Such casual dialog is important to establishing
relationships and interactions, and should not be hurried into.
İf the comparison of the same situation with Azerbaijan is considered society is also included
in the group of particularist society, and this can be illustrated by several examples. It is easy to
refer to proverbs, which are one of the examples of Azerbaijan’s cultural richness, that proverbs
are known to the Azerbaijani people and taught from an early age lead to and strengthen
particularist society. “Bir gün duz yediyin yerə, qırx gün salam ver” – The translation and
expression of the given example is that if you have a friendly relationship with someone and you
have shared the food with your friend, you should always have a good relationship with him/her
in that relationship, and that sustenance should be kept as long as the value of the relationship is

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 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

possible. If we look at another example of a proverb, we can see that this concept has re-
emerged. “Qoyun quzusunun ayağına basmaz” - means that people value each other more in a
friendly or close relationship. In this relationship, people behave in a way that helps and does not
harm each other. The meaning of the proverb is the same as that of a country with a population
formed by a society of particularism. İf considered the proverb in detail, it is clear that its
meaning prefers human relationships, and that this proverb is a complex that confirms people's
behavior since its inception.
5. Individualism Versus Communitarianism
In individualistic societies, a person is found to be more significant than a collective. Citizens
respect individual independence and attempt, individual decision-making and accountability and
award individual success: they must all make their own choices and start taking care of
themselves. For collectivist societies, the collective is deemed to become more valuable than the
individual and, in return for the allegiance of the individual, this supports them with security and
assistance where appropriate. People who belong to a team is much more admired than
individual independence and freedom (Balan & Vreja, 2013).
According to Trompenaars Model of Cultural Dimensions, the following are the main
features of individualistic and communitarian societies. In the sense of an individualistic society:
 Recognition and reward are granted to individual achievements;
 İndividuals have ample attempt and liberty to make their own decisions;
 The interests of people appear above those of the companies;
 People are encouraged to be innovative and benefit through their preferences.
From another point of view, in the communitarian society:
 Appreciation and compensation is granted to team performance;
 İndividual performance is not officially praised;
 Judgments are more collective;
 İndividual favoritism is resisted (Trompenaars & Hampden-Turner, 1997).
Brazil is a communitarian country where the business community works and helps as a
group. The Brazilian society of individualism scored 38 percent (Hofstede, 2011) and it means a
high-interest collectivist society. Brazilian population from childhood to maturity is formed into
powerful, coherent communities (particularly embodied by the relatives; including uncles, aunts,
grandparents, and cousins) who continue to defend their members in return for loyalty (Hofstede,
2011). When referring to the famous Brazilian proverb, it is clear that the meaning of the proverb
is to work together and believe that better results can be achieved. For instance, “Our union
makes us stronger” - the word complex states that human associations are a motive that
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 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

strengthens people. Another example of the proverb that there is a society of collectivism in
Brazil and that it is considered one of the easiest ways to spread it. “If you want it done, do it
yourself. Ask someone else to”- Even if you do one job yourself, it is a very normal environment
where the desire to get help from another is met.
This will be the case if we compare Azerbaijan with Brazil, which has the same cultural
characteristics and analyzes the similarities. According to the structure and principles of the
Azerbaijani social society, Azerbaijan belongs to the collectivist society. This fact was also
analyzed in the Hofstede Cultural Dimensions Theory. Hofstede Cultural Dimensions Theory
represents information about the individualistic level of Azerbaijan within 22percent. Given
these facts, it is noted that Azerbaijan is a society that prefers teamwork and supports
communitarian groups. The fact that the people of Azerbaijan have long supported a collectivist
society and continue to teach them is illustrated by the following examples. If considered at the
proverbs, the contributions and messages of some to the Azerbaijani society prepared them for a
new collectivist society. For instance, “Baş başa verməyincə, daş yerdən qalxmaz” – means if
people do not come together, they cannot lift the stone from the ground. The message of the
proverb is that hard work can always be solved by a combination of several people. From the
time of the proverbs to the present day, it can be seen that this concept still occupies a central
place in society, that the individualistic division of labor occupies a little place in business and
work, and that the concept of society being productive and productive depends on group work.
“Çox qarışqa bir şiri öldürər” - Although there is a figurative meaning in the meaning of the
proverb, it is known that physical strength is different between two living things but the
difference between an ant and a lion is that it is difficult to easily change the workload as a
group.
On the other hand, when an example is given, it is known that in Azerbaijan Azerbaijani
families, unlike European families, live with their parents even when their children reach
adulthood, and this is considered normal in society- example of the existence of a communitarian
society.
6. Conclusion
In conclusion, there are differences and peculiarities in the cultural and business ethics of
each country, as well as in the socio-cultural division of society and their recognition. The
Trompenaars Cultural Dimensions Model is based on the study of the characteristics of the
cultures of the countries, on bringing people to a position where they can interpret these
civilizations, and mainly on the perceptions and opinions of the representatives of the
civilizations of the countries against other civilizations.

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 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

This research paper is based on 3 dimensions of The Trompenaars Cultural Dimensions

Model which explored the cultural characteristics of the local and business environment, as well
as the features that distinguish Brazilian society from other countries. At the same time, this
study compares the cultures of Azerbaijan and Brazil and presents the results based on reliable
sources in the above The Trompenaars Cultural Dimensions Model. The exploration of both
countries was based on Internal Direction Versus Outer Direction, Individualism versus
Communitarianism and Universalism Versus Particularism of the Trompenaars Cultural
Dimensions Model. Although studies and resources have shown that in their analysis of
dimensions in Azerbaijan and Brazil, they refer to almost the same dimension, each country has
the unique characteristics that make it belong to dimensions. Finally, given the cultural
similarities between Brazil and Azerbaijan, we can say that somewhere the atmosphere of these
countries is close to each other and should be explored before traveling.

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 The Trompenaars Model of Cultural Dimensions applied to Brazil and comparison with Azerbaijan

7. List of Reference
1. Atalar sözü. Azərbaycan fоlklоrunun ilkin nəşrləri sеriyası. Tərtib еdəni: Məmmədvəli
Qəmərli. Bakı - “Səda” - 2003;
2. Bălan, s. & Vreja, l. o. (2013). The Trompenaars’ seven-dimension cultural model and
cultural orientations of romanian students in management. proceedings of the 7th
international management conference. , november 7th-8th, 2013, bucharest, romania.
3. Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online
Reading in Psychology and Culture. 2, 1, 8. doi: 10.9707/2307-0919.1014
4. http://www.kaspi.az/az/az/qismet-yoxsa-insanin-cizdii-yol-polemika/
5. https://blueskyinnovationsgroup.com/business-etiquette-in-brazil/
6. https://proverbicals.com/brazilian/amp/
7. https://www.hofstede-insights.com/country/azerbaijan/
8. https://www.hofstede-insights.com/country/brazil/
9. https://www.mindtools.com/pages/article/seven-dimensions.htm
10. https://www.relocatemagazine.com/news/understanding-cultural-differences--brazil
11. https://www.ukessays.com/essays/cultural-studies/cross-cultural-awareness.php
12. https://www.youtube.com/watch?v=FoCfJanYf5E
13. https://www.youtube.com/watch?v=zCYTp8vDt1U
14. Juan Eduardo Campo,Encyclopedia of Islam, p.625
15. Marağayi Abbasqulu. Əmsali–Türkanə (Atalar sözləri və xalq məsəlləri). Bakı –“Yazıçı”
- 1992
16. Teresa A. Meade (2009). A Brief History of Brazil. Infobase Publishing. p. 146. ISBN
978-0-8160-7788-5.
17. Trompenaars, F. & Hampden-Turner, C. (1997), Riding the Waves of Culture:
Understanding Cultural Diversity in Business, Second Edition, London & Santa Rosa,
Nicholas Brealey Publishing limited.
18. Trompenaars, F. & Hampden-Turner, C. (1997). Riding the waves of culture:
Understanding cultural diversity in business. Nicholas Brealey Publishing Limited,
London.

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