AS DIMENSÕES CULTURAIS DE HOFSTEDE APLICADAS À COREIA DO SUL: DESAFIOS PARA O NEGOCIADOR INTERNACIONAL BRASILEIRO

Abstract

Negotiating is a complex work, it involves many requirements such as: planning, creativity, communication, adaptability, among others, so its implementation obtains satisfactory results. This complexity increases when it is international. Thus, it is extremely important to study the culture of the country you want to negotiate with, so that cultural differences between them are minimized or understood without reinforcing stereotypes. Therefore, this paper is bibliographical, its research is carried out by psychologist Geert Hofstede (2021) about the cultural dimensions of societies and their applicability in the business world, and the authors Costa (2006), Masiero (2000), Bohrer (2014), Lima (2013), among others. The purpose of this study is to analyze the cultural dimensions of South Korea so that the Brazilian negotiator can obtain greater chances of success in the negotiation and thus assist the Brazilian international negotiator to negotiate with South Koreans. According to the results, Brazilians and South Koreans have some similarities in their cultural dimensions that could make a successful negotiation between them possible.