serena junker, sindy würffel, andreia...
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Intercultural Competences in Vocational Intercultural Competences in Vocational Intercultural Competences in Vocational Intercultural Competences in Vocational
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Figures, facts and a cultural pattern approach
Serena Junker, Sindy Würffel, Andreia Baptista
ICVET: 30.12.2015 – 31.12.2017
PROJECT NUMBER: 2015-1-DE02-KA202-002520
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Participating countries
Germany: WEQUA GmbH (Co-ordinator), Verein der Freunde und Förderer des
Oberstufenzentrums Lausitz e.V., IHK-Projektgesellschaft Frankfurt/Oder
Greece: General Lyceum Lavrio
Portugal: Escola Profissional, Aveiro
Romania: Colegiul Technik Energetic, Cluj Napoca
Italy: Formaorienta, Marsico Nuovo/Potenza
Turkey: Iskilip Mesleki ve Teknik Anadolu Lisesi (IMTAL), Iskilip/Çorum
Austria: BFI Oberösterreich, Linz
Czech Republic Soukromá podřipská střední odborná škola a střední odborné učiliště o.p.s.
(SPSOS), Roudnice
Published by: ICVET http://icvet.epa.edu.pt/
Cover illustration by Katerina Tsampari
Open license: This document is for free use under the Creative Commons: Attribution-Non-
Commercial 4.0 International License. To view a copy of this license, visit
https://creativecommons.org/licenses/by-nc/4.0/. Logos are excluded from free licensing.
This project has been funded with support from the European Commission. This publication reflects
the views only of the authors, and the Commission cannot be held responsible for any use which may
be made of the information contained therein.
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PORTUGAL
Capital:
Lisbon
Geographical size:
92 226 km2
Population:
10 374 822 (2015)
Population as % of total EU:
2 % (2015)
Gross domestic product (GDP):
€ 179.379 billion (2015)
Official EU language(s):
Portuguese
Political system:
semi-presidential republic
EU member country since:
1 January 1986
Seats in the European Parliament: 21
Currency: Euro. Member of the eurozone
since 1 January 1999
Schengen area member?: Yes, Schengen Area
member since 26 March 1995.
Presidency of the Council: Portugal has held the revolving presidency of the Council
of the EU 3 times between 1992 and 20071.
Cultural Profile
Culture Name: Portugal
Ethnic Make-up: Portuguese, some share of citizens of black African descent who immigrated to
mainland during decolonization
Language: Portuguese, a Romance language which derived from Vulgar Latin. Galician and
Mirandese
Socio-economic Identity: South Europe, mediterranean
1 https://europa.eu/european-union/about-eu/countries/member-countries/portugal_en
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1. CULTURAL PROFILE
1.1 THE CULTURAL DIMENSION THEORY OF HOFSTEDE
In the past the term culture and its
meaning were explored from different
points of view. A well-known, widely
taught approach origins from Geert
Hofstede, a Dutch social psychologist. In
the 1970’s little research about cultural
differences had been done. At the same
time there was a strong need to
understand and cope with those
differences due to the worldwide
expansion of companies and
organizations. In this time Hofstede
conducted large scale studies on IBM
employees and subsidies to understand
differences on “work related values”
depending on the national context. From
his observations he developed his concept
of 4, later 6, different cultural dimensions
representing “preferences for one state of
affairs over another that distinguish
countries (rather than individuals) from
each other”. In this sense he defines
“national culture as the collective
programming of the human mind that
distinguishes one group or category of
people from another”. According to his
theory national culture is represented in
values, rituals, heroes and symbols of a
nation while values are deemed to be the
deepest level, thus changing only slowly.
Cultural differences in organizations are
visible as practices. See further down
below to check, how Hofstede’s cultural
dimensions can be characterized.
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According to Hofstede each nation scores
with a certain number on a scale from 1 to
120 (or recalculate on Hofstede’s website
from 1 to 100). Hofstede puts a strong
emphasize on the fact that cultural
differences only become visible when
comparing different national cultures
(“culture can be only used meaningfully by
comparison”). His systematic framework
for assessing and differentiating national
cultures kept being tested and elaborated
until nowadays. Although sometimes
being perceived critically and old-
fashioned Hofstede`s cultural dimensions
can be a useful instrument in the VET
framework to understand cultural
differences. In practice when applying it to
work related contexts they can be used to
explain relations among colleagues,
hierarchies in organizations, how rules are
set and followed or how organizations are
led strategically. Especially for young
people entering the world of work in
another country those insights can be of
great value to understand and adapt to
“new” working habits.
The information you will find in the
following paragraphs are taken of
publications of Geert Hofstede2. You will
find all relevant sources at the end.
2 https://geert-hofstede.com/
Now go and discover the specifics of your
own country and compare to your
country of destination:
Now that you know where you stand, the
following tips3 might be useful once you
immerse in the culture of your
destination country:
3 Quoted from:
https://www.mindtools.com/pages/article/new
LDR_66.htm
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PDI = Power distance
index: to what extend do
people accept that power
is distributed unequally
among them.
IDV = Individualism vs.
collectivism: to what
extend social bonds are
characterized by the
focus on collectives
(“we”) or individuals (“I”)
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MAS = Masculinity vs. femininity:
represents the preferences in
society for “toughness”
(achievement, heroism etc.) or
“tenderness” (caring,
cooperation etc.)
UAI = Uncertainty avoidance
index: to what extend are
people able to cope with
uncertainty and ambiguity
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LTO = Long term
orientation versus short
term orientation: to what
extend societies give
priority to preserving what
has been established in
the past (traditions,
norms) or facing the
challenges of the future
and prepare for those
IND = Indulgence vs.
restraint: to what
extend a society
allows for or restricts
opportunities for
people to enjoy life.
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1.2 Portugal in the Hofstede world
“On the individualism-collectivism scale,
Portugal ranks high with a 27. This shows
that the Portuguese orientation is
collectivist in groups, rather than as
individuals. They follow social norms,
sharing group beliefs, with less emphasis
on pleasure. There is dependence in the
Portuguese culture, moving away from
individualism.
To avoid hesitance or uncertainty, the
Portuguese provide stability for its
members by establishing formal rules,
such as through the government. The
Portuguese are not tolerant of deviant
ideas and behaviours. They seek
consensus in the collective atmosphere.
There is a higher level of anxiety and
stress. There is a strong need for written
rules, plans, and rituals to provide the
needed structure in life. The Portuguese
culture tends to be more feminine. They
have a more caring and nurturing
behaviour towards others. The promotion
of sexual equality is a significant value
trend to the Portuguese. People and the
environment are important to Portuguese.
They believe that men need not be as
assertive as the lower ranking countries.”4
Following Hofstedes’ interpretation, a low
score of 28 on LTO shows that Portuguese
culture prefers normative thought over
pragmatic. People in such societies have a
strong concern with establishing the
absolute Truth; they are normative in their
thinking. They exhibit great respect for
traditions, a relatively small propensity to
save for the future, and a focus on
achieving quick results.
4 Source:
http://acad.depauw.edu/~mkfinney/teaching/C
om227/culturalportfolios/portugal/typology.ht
m#hofstede%27s%20value%20dimensions
0
20
40
60
80
100
Power Distance
Individualism
Masculinity
Uncertainty Avoidance
Long Term Orientation
Indulgence
POR
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1.3 Understand Portugal from examples
In this chapter you will find some examples, how the cultural dimensions of Hofstede can
find there practical expression. Those examples also provide possible explanations about
why people behave in a certain way, in particular at work. They are of course not generally
true or claim any form of universality. However, they can help to think about own values and
those of others, thus easing the immersion into another culture in a reflective, sensitized
way.
Example 1 – IDV
In Portugal with collectivistic structures,
people will stand up for the whole group
and they prefer to work in a group. They
are loyal to each other and the group will
defend their interests.
Example 2 – LTO
In Portugal people are more likely to
follow the saying ‘just do it’ in order to
have short-term gains and quick results.
When they find a solution, they will focus
on solving the problem now instead of
thinking of the future. For example, if
there is a fire in Germany, they will try to
find a solution which will avoid another
fire in the future. In Portugal, they will
rather just extinguish the fire.
Picture by rawpixel: team work (Pixabay)
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2. Portugal - Society & Culture
Cultural Orientation
The most developed regions in Portugal are: the metropolitan area of Lisbon, North
Minho, metropolitan area of Porto and Aveiro region – these are the only regions that
surpass the national medium rate of the global regional development. So, the regions with
the highest development index are concentrated in the coast area of the country. It is an
urban oriented country, with the rural areas becoming more and more desertified, especially
the interior as most of the job opportunities are by the coast side. That’s the reason why
some of the local authorities are trying to create incentives to attract young people to the
interior.
With more than 800 years of history, Portugal is one of the oldest countries in the
world. Throughout the centuries, several Portuguese traditions and cultural traits were
established, defining today its society and its country in the most different areas. From
gastronomy to wine, arts and crafts to music, popular festivals and pilgrimages, there’s a lot
to discover in Portugal.
Gastronomy
Portugal has been for a long time a country with a huge culinary tradition. One of the
first foods that stood out in the Portuguese gastronomic panorama was the cod. There are a
thousand ways to cook cod: boiled cod, with cream, roast, with cornbread, Gomes de Sá,
etc. and all of these are part of the Portuguese traditions and gastronomy. But it’s not just
the cod that marks the culinary culture in Portugal. There are other delightful specialties that
amaze the Portuguese and will win over the visitors from other countries: sardines (mostly,
during the festivals), the Francesinha or Frenchie (considered as one of the best sandwiches
in the world) and the pastel de nata, a Portuguese egg tart pastry. The pastel de nata is also
very appreciated by the tourists visiting the country but what a lot of people don’t know is
that when it started to be sold, in 1837, its goal was to save the Hieronymites Monastery.
Left picture by
CarolinaP:
pastel de nata (Pixabay)
Right picture by
PublicDomainImages:
Port wine (Pixaybay)
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Still in the Portuguese gastronomy, there is the richness of wines, recognized
worldwide and award-winning in several categories. No doubt the most well-known
Portuguese wine is the Port Wine. This wine is produced in farms in the Douro Wine Region
(the first wine region to be recognized in the world) and stored in the cellars, in Vila Nova de
Gaia. From here, the wine is transported to all over the country and also exported to all over
the world. What separates the Port wine from other wines is the fact that this wine is
sweeter and, at the same time, has higher alcohol content.
Music
The Portuguese traditions are also marked by music. One of the most characteristic
musical genres in Portugal, and unique at a global level, it’s Fado. This musical genre started
to stand out in Portugal in the mid-nineteenth century but it was only during the decades of
30 and 40 of the next century that it won projection, by means of dissemination such as the
cinema, the theatre and the radio. There are several aspects that mark this musical genre
like the melancholy, the longing, the fate and destiny; about the fado singer, he has a unique
way of dressing and sings like no other singer from other genres. Among the most well
known singers in Portugal, people can hear Carlos do Carmo, Mariza, Ana Moura and the one
and only Amália Rodrigues, who launched fado to a worldwide audience in 1943. It should
be noted that fado was considered by UNESCO as Immaterial Heritage.
But not only of fado lives the Portuguese
music scene. Another music genre very
characteristic of this country is the folk music,
present in a lot of festivals in Portugal – the most
popular styles are the bailinho da
Madeira, malhão and vira. These music and
dance styles are very typical of rural areas, both
from the mainland and from the islands and are
one an excuse for people to gather and have fun.
Picture by liveinlondon_: fado singer (Pixaybay)
Arts and Crafts
Another area that has emerged in the Portuguese cultural landscape over the course
of time was arts and crafts. Especially from the 17th century, arts and crafts started gaining
relevance at a national level with special relevance in areas such as ceramics, tapestry,
embroidery, jewelry, among others.
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When it comes to ceramics, no one can be indifferent to the presence of one of the
most well-known symbols of Portugal – the rooster of Barcelos. This rooster is typically made
in clay and, despite having origin and greatest relevance in the north of the country, it’s a
national icon also known in other countries as a Portuguese symbol.
The glazed tile is also very common in the Portuguese traditions and its production
has more than five centuries of history. We can see a magnificent example of this type of
ceramics especially in churches, old train stations and in many homes.
The Portuguese tradition in tapestry came in the 18th century and it is used since then for
decoration of walls and murals. Themes such as the deeds of the Portuguese, religion and
others are depicted in carpets.
In a national and international level, the most well-known carpets are without a
doubt the Arraiolos carpets. They have emerged in Alentejo, in the village of Arraiolos
(hence the name) but they are already produced all over the country. These carpets are
characterized by being embroidered in wool on a linen or cotton canvas with Arraiolos stitch,
unique in the world.
Another form of arts and crafts very typical in the Portuguese traditions is without a
doubt the lace. This textile art has sprung up in Portugal and also throughout Europe
between the end of the 15th century and the beginning of the 16th century, during the
Renaissance period. The kinds of lace better known in Portugal is the Vila do Conde
lace and Peniche lace. This type is very characteristic of Portuguese coastal areas and it
requires hard work, dedication and patience. If you want to know more about the
embroidery crafts, nothing better than to visit the museum of embroidery crafts in Vila do
Conde.
We cannot fail to mention the
typical skirts of Nazaré, in the centre
of Portugal and the Valentine’s
handkerchiefs, more characteristic of
the north of the country. These
scarves were mainly embroidered by
women as a way to spend their time;
women made these handkerchiefs to
use them as an ornament but also to
conquer their boyfriends.
Picture by nuno_lopes: filigree jewellery (Pixabay)
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Finally, one of the areas with special emphasis on the Portuguese arts and crafts is
the jewellery, in particular the filigree. Filigree is an ornamental work of fine (especially the
gold and silver) wire formed into delicate tracery, demanding their artisans much dedication;
the largest production centres in Portugal are Gondomar, in Porto, and Póvoa de Lanhoso, in
Braga.
Popular Festivals and Pilgrimages
The festivals and pilgrimages are other aspects most present in the Portuguese traditions
and they come hand in hand with some areas mentioned above, as the gastronomy and
music.
Parties like Santo António, São Pedro and São João and the pilgrimages to the Sanctuary of
Our Lady of Fátima, among others, move millions of Portuguese and foreign tourists through
the streets of big cities and villages of Portugal in party or in devotion, playing a huge role in
the Portuguese traditions.
Economic orientation
Portugal has become a diversified and increasingly service-based economy since joining the
European Community - the EU's predecessor - in 1986. The most important sectors of
Portugal’s economy in 2015 were wholesale and retail trade, transport, accommodation and
food services (25.1 %) and public administration, defence, education, human health and
social work activities (19.9 %) and industry (17.3 %). Portugal’s main export partners are
Spain, France and Germany, while its main import partners are Spain, Germany and France.
Commercial Activities Commercial activities vary regionally. The peasants in the north
cultivate corn (rye in the northeast),
potatoes, wine grapes, and vegetables
to sell at regional markets. Many also
raise milk cattle, and the milk is sold
to local cooperatives. Along the
coastline, populations engage in
fishing. Fish canning is an important
export industry.
Picture by liveinlondon_: Bacalhau (Pixabay)
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The local economies in the north have been supplemented by centuries of
emigration, and as a result, men have developed artisanal skills as masons and carpenters.
Tourism is also an area that is increasing more and more and not only in the Algarve.
Tourists are discovering the treasures Portugal has and are visting more and more this
country that has very much to offer and many beautiful things to experience.
Major Industries Furniture, food processing, wineries, and pulp and paper are among
the major industrial activities in the north. Heavier industry (steel working, shipbuilding, iron
production, transport equipment, electrical machinery) and the bulk of the industrial
working class are concentrated in the Lisbon-Setubal region in the south. In recent years, the
construction industry has become important, and tourism is growing. Other important
manufacturing industries are leather products, textiles, porcelain, and glassware.
Trade Portugal's major exports are textiles, clothing and footwear, cork and paper
products, machinery, transport equipment, and chemicals, and agricultural products. More
than 80 percent of this trade is with other member states of the European Community. The
most important trading partners are Germany and Spain.
In what concerns the youngsters and their plans to the future, namely concerning
their job careers, their wishes follow the actual tendency in Portugal and their choices when
going to University are:
When asked about the career in which they think they can have a good future, the
Portuguese youngsters are lined up with most youngsters of other countries, by highlighting
the so called STEM jobs (Science, Technology, Engineering and Maths), namely technological
areas such as: Mobile Developer (8%); Digital Marketing Manager, Software Developer, SEO
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and Robotics (7%); Web 2.0 Programmer (6%); Nurse (5%); Web Auditor, Consulting,
Gastronomy and High Cuisine, Electro Technical Engineer and Maths (4%).
The choice of technical and social areas, along with areas directly connected to Health,
shows that the Portuguese follow the general trends of the jobs of the future.
Social orientation
Family is definitely important to Portuguese people. It is normal to leave home only
when the children are ready to establish and continue the lifestyle they grew up in. Even
when they leave home to study abroad, youngsters tend to telecommunicate with their core
family members on a daily basis and they always have their bedrooms waiting for them at
home. In Portugal, the family is the foundation of the social structure. Individuals derive a
social network and assistance from the family. For the Portuguese, family loyalty comes
before other social relationships, even business.
This first value is intimately related to the second one: education. As we are
encouraged to be as successful as we can be at school and to go as far as possible in the
educational system; this might explain why youngsters are unable to afford living on their
own due to the fees they have to pay to proceed with university studies.
Another core value is freedom. Portugal was under a dictatorship for forty years,
until 1974. The sense of freedom tends to be more valued by people who were born in the
50’s or earlier – those who lived through suppression and were prohibited from talking,
singing, writing, reading and listening to what they wanted to. Anyway, as this was such a
recent event in the Portuguese history that left unforgettable marks on the country, the
effects are not completely lost on the young people, as freedom is not taken for granted as it
might be in other countries.
Last, but also very important, the Portuguese nation recognizes the honor, the
dignity, the integrity, the audacity of its compatriots. Many Portuguese men and women will
always be remembered due to their great character.
Moreover, some values tend to remain through history while others seem to
disappear or emerge, like ecology, solidarity and health. Responsibility, dignity, solidarity
and truth are other core values that tend to keep alive in the Portuguese education.
Although strictly based in values like the ones described previously, family education in
Portugal has become a more and more difficult task, highly motivated for the amount of
time parents spend at work, remaining too little to be with the family at home. In fact, this is
one of the biggest problems Portuguese families are facing nowadays. The market place is
more and more competitive, the exigence at work is bigger and bigger, unemployment is a
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reality and fearing to lose their jobs, families spend too many hours at workplace, losing
quality time to be with their children. As a consequence, the children tend to follow a path
different from the one their parents lined to them and, obviously, they try to deny some of
the core values they were educated to.
Even though, in their leisure time, Portuguese young people like to use technologies
(internet, smartphone, etc.), listening to music and going around with friends. Practising
sports is also an important part on their free time, especially team sports like football or
basketball. In general, young people dream about having their own family in the future and
providing them a good life, by having a well-paid job and feeling fulfilled in the job they
would have chosen.
Everyday life
The daily life of a typical Portuguese is going to work in the morning and being back
home in the evening. Some try to do some sports after work, whether individually or in
group, but the daily rhythm is so high that not everyone can have this sport time in their day,
especially mothers. Going out during the week is not that common, at least among adults,
which means that the moments to socialize are usually restricted to weekend.
In what holidays are concerned, commonly the Portuguese prefer the seaside and
look for places where they can go to the beach and have a relaxed time. Nevertheless, very
often they choose to visit a foreign country: it is common for a Portuguese to visit a new
country even before knowing his/her own’s. In one case or the other, the Portuguese like to
spend their holidays in group: with their family or friends, trying to do on that period what
they can’t the rest of the year because of work and the full days they usually have.
The Portuguese Language
The 10-million population of Portugal speaks Portuguese, a Romance language which
derived from Vulgar Latin. Galician and Mirandese, which are technically classed as separate
languages, are spoken by a few thousand people in the north of the country, along the
Spanish border.
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3. Read more about Portuguese Culture, History and Work
and Business Life
3.1 Portuguese Political System, Culture and History
Portuguese political country profile by the BBC (regularly updated):
http://www.bbc.com/news/world-europe-17758217
Portugal in the EU
https://europa.eu/european-union/about-eu/countries/member-countries/portugal_en
A comprehensive and deep cultural analysis and description of Portugal is offered here:
http://www.everyculture.com/No-Sa/Portugal.html
3.2 Guide to Portugal – Etiquette, Customs, Culture & Business
Etiquette and Business Culture in Portugal
• http://businessculture.org/southern-europe/business-culture-in-portugal/business-
etiquette-in-portugal/
• http://www.kwintessential.co.uk/resources/guides/guide-to-portugal-etiquette-customs-
culture-business/
• http://culture-inc.com/wp-content/uploads/2013/03/Portugal.pdf
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Sources:
1) https://geert-hofstede.com/
2) Geert Hofstede, Culture’s Consequences: Comparing Values, Behaviors, Institutions,
and Organizations Across Nations. Second Edition, Thousand Oaks CA: Sage
Publications, 2001
3) Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations:
Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill
USA, 2010)
4) https://www.mindtools.com/pages/article/newLDR_66.htm
5) Map of Portugal: The World Factbook 2013-14. Washington, DC: Central Intelligence
Agency, 2013 . - https://www.cia.gov/library/publications/the-world-
factbook/geos/gr.html, Gemeinfrei,
https://commons.wikimedia.org/w/index.php?curid=21327#
6) http://culture-inc.com/wp-content/uploads/2013/03/Portugal.pdf
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Annex: Portuguese Society & Culture – Practical hints
around German homes, etiquette and negotiation
Do's & Don'ts in Portugal
◗ Greet with a firm handshake, a smile and a lot of enthusiasm. When a woman offers, kiss
her cheek.
◗ Exchange business cards at the end of the meeting, never at the beginning.
◗ Be informal at the first encounter, but refrain from asking personal questions.
Portuguese are very proud of their culture, so compliment the country or their food e.g.
◗ Portuguese value a trusting relationship as much as a signed contract.
◗ Don’t be too punctual. Portuguese don’t consider time as a strict fact. It’s actually rude to
be on time, arrive 5 to 20 minutes late.
◗ It’s common to receive gifts from your host, normally already unwrapped. Show your
appreciation, and in addition send a thank you note after the meeting.
◗ Meeting people face-to-face is vital for success. E-mail communication is seen as
impersonal and normally they do not respond to this (or barely).
◗ Send a follow up letter after a business meeting with the minutes including the key points
and commitments to ensure an effective next meeting. Follow up with another phone call to
personalize the message.
◗ Doing business in Portugal is time consuming, don’t rush it. For example a business lunch
could take all afternoon.
◗ Show your affection, for example by touching someone’s hand or arm.
Business Meeting and Communication tips
* Initial greetings are reserved, yet polite and gracious.
* The handshake accompanied by direct eye contact and the appropriate greeting for the
time of day.
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* Once a personal relationship has developed, greetings become more personal: men may
greet each other with a hug and a handshake and women kiss each other twice on the cheek
starting with the right.
* Under no circumstances should you ever shout or lose your temper since this will simply
diminish your credibility.
* The Portuguese have an instinctive wish to please. Thus it is essential to insist on specifics.
Very often the information given by the Portuguese is rather vague in order to mask
shortcomings.
* Never write anything in red ink since this is considered offensive: use black or blue only.
* You should respect people in senior positions and be formal in your written
communications.
* When you have to turn your back towards someone, apologise first.
* Although smoking is largely widespread in Portugal, ask before lighting up as some
workplaces operate non-smoking policies.
* The expressions ‘please’ and ‘thank you’ are very used often and they are also associated
with adverbs or adjectives such as “Muito obrigado” thank you very much”.
* When in a meeting, it is not acceptable to sprawl or put your feet on the furniture. A good
posture should be maintained at all times but it is OK to cross your legs.
* You are quite safe using hand gestures and animated body language while speaking and
making your presentation in Portugal.
* The Portuguese tend to be direct in their communication style. Usually they will tell you
the truth but in a polite manner.
* As one would expect, communication tends to be more on the formal side when in public
and much less so in private.
* The Portuguese tend to speak quite fast and somewhat loudly. This show of emotion is
quite common and part of the Portuguese character; rarely does it signify anger or
displeasure.
The Portuguese are friendly people and will always welcome you and try to make you feel at
home. Should you be unsure about certain customs and behaviours, your Portuguese
acquaintances, friends and even business partners will gladly introduce you to their culture.