This document provides an overview of business culture and etiquette in Portugal. It discusses key topics such as xenophobia towards foreigners, the importance of relationships in business, communication styles, punctuality, gift giving customs, and business meeting etiquette. Some cultural taboos in Portugal include discussing colonial wars, religion, racism, or abortion. Building trust through personal interactions is emphasized as important in the Portuguese business culture.

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businessculture.org
Business Culture
in Portugal
http://businessculture.org/southerneurope/business-culture-in-portugal/
Content Template
businessculture.org
This project has been funded with support from the European Commission. This
publication reflects the view only of the author, and the Commission cannot be held
responsible for any use which may be made of the information contained therein.
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TABLE
OF
CONTENTS
Business
Culture
in
Portugal
.....................................................................................................
4
Xenophobia: being a foreigner in Portugal ...........................................................................................5
International Business in Portugal ........................................................................................................6
General Education ................................................................................................................................6
Educational standards ...........................................................................................................................6
Other Issues such as transportation infrastructure ................................................................................7
Cultural taboos ......................................................................................................................................8
Business
Communication
..........................................................................................................
9
Face-to-face communication .................................................................................................................9
Language Matters ...............................................................................................................................10
Business Relationships .........................................................................................................................10
Making contact....................................................................................................................................10
Personal Titles .....................................................................................................................................11
Business
Etiquette
..................................................................................................................
12
Corporate Social Responsibility ..........................................................................................................12
Punctuality ..........................................................................................................................................12
Gift giving ............................................................................................................................................13
Business Dress Code ............................................................................................................................14
Bribery and corruption........................................................................................................................15
Business
Meeting
Etiquette
....................................................................................................
16
Importance of Business Meeting .........................................................................................................16
Business Meeting planning ..................................................................................................................17
Negotiation process .............................................................................................................................17
Meeting protocol .................................................................................................................................18
How to Run a Business Meeting .........................................................................................................18
Follow up letter after meeting with client............................................................................................19
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Business meals .....................................................................................................................................19
Business Meeting tips ..........................................................................................................................20
Internship
and
placement
.......................................................................................................
21
Work experience .................................................................................................................................21
Internship and Placement advice ........................................................................................................21
Social security and European health insurance ..................................................................................21
Safety ...................................................................................................................................................22
Do I need a visa? .................................................................................................................................22
Internship and placement salary .........................................................................................................22
Internship and placement accommodation ........................................................................................22
Cost
of
Living
...........................................................................................................................
23
Money and Banking ............................................................................................................................23
Traveling costs.....................................................................................................................................23
Work-­‐life
Balance
....................................................................................................................
24
National holidays.................................................................................................................................24
Working hours .....................................................................................................................................25
Working culture ..................................................................................................................................25
Health insurance .................................................................................................................................25
Social
Media
Guide
.................................................................................................................
27
Private individuals ...............................................................................................................................27
SMEs ...................................................................................................................................................27
Search and Social Media Marketing for International Business .........................................................28
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Business
Culture
in
Portugal
The following is a very short introduction to Portugal. External links at the end of this page
provide you with more in depth information concerning different topics.
The following video gives you an overview of the general facts:
(http://www.youtube.com/watch?feature=player_embedded&v=ylfMWZxq2GY)
Portugal is situated on the West and Southwest side of the Iberian Peninsula in south-western
Europe.
The country covers an area of 92,072 square km and is divided into 308 municipalities, which
are further subdivided into more than 4,000 parishes. The regions are:
•
•
•
•
•
Entre Douro e Minho;
Tras-os-Montes e Alto Douro;
Beira Interior;
Beira Litoral;
Alentejo
The population of Portugal is 10.562.178 million according to the 2011 Census conducted by
the National Institute of Statistics. The capital is Lisboa (Lisbon) and the official language is
Portuguese.
The majority of Portuguese are Roman Catholic. There are small numbers of Protestants,
Hindus, Jews and Muslims but the number of Evangelic Christians is currently rising due to
the large numbers of Brazilians and their descendants who emigrated to Portugal in the early
2000’s.
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Portugal is in the GTM zone and during March to October Daylight Saving Time (UTC +1
hour) is in operation. Portugal has a maritime temperate climate with average annual
temperatures of about 16°C. The North is usually cool and rainy, whilst the South is generally
warmer and drier. In the past, Portugal was a world power. During the 15th and 16th
centuries, the country acquired many dependencies overseas and enjoyed significant
prosperity.
In 1910 when the monarchy was overthrown, a repressive government ran the country for the
next sixty years. In 1974 a left-wing military coup initiated a set of democratic reforms.
At that time, Portugal granted independence to its African colonies.
After 1974, Portugal set out an agenda for modernisation and democratisation.
Between these dates Portugal had a fascist dictatorial government and was the last country to
release its African Colonies (Angola, Cape Verde, Mozambique, St Thomas & Prince and
Guinea) in 1975, a year after they were granted independence on 25th April 1974.
In 1949 Portugal signed the North Atlantic Treaty (NATO) and in 1986 she joined the
European
Community.
Portugal is now a parliamentary republic based on a Constitution drafted in 1976, . The
executive is represented by the President, the Council of State (the presidential advisory
body), the Prime Minister and Council of Ministers (the government).
The President is directly elected for a maximum of two consecutive five-year terms. The
Prime Minister who is also elected leads the Council of Ministers.
The legislative body is constituted by the unicameral Assembly of the Republic (Parliament)
of 230 deputies, who are elected for a maximum period of four years. The judicial power is
vested in the Supreme Court, district courts, appeals courts and Constitutional Tribunal.
The main agricultural products of Portugal are: cereals, olives and their vineyards. The main
industries are cement production, fishing, oil refineries, automotive and shipping machinery,
paper injection moulding, electrical and electronics plastic products, textiles, footwear,
leather, ceramics, furniture, and cork ( of which Portugal is a leading producer). In addition,
in several areas across the country there are non-traditional technology-based industries:
biotechnology, aerospace, and ICT sectors.
Xenophobia:
being
a
foreigner
in
Portugal
Generally Portuguese people are very friendly and welcoming to strangers. They are sincere
and usually mean what they say. Personal relationships are especially important in business
and, in fact, very often are as important as the products or services involved. In general, the
Portuguese prefer to do business with those they can trust which is usually the result of having
spent time in building a relationship. It is thus appropriate to have a mutual contact and to
build up a certain degree of credibility before you start negotiating with the Portuguese. The
approach in Portuguese business in general is also based in flexibility, sometimes looking
forward to long-term business relationships rather than a single one off transaction. The
Portuguese have a great respect for foreigners and as such usually welcome them and their
ideas warmly. In the 70’s anything that came from outside Portugal was seen as being “new”
a fact that was probably related to the fascist government’s prohibition of certain products or
services. Nowadays, due to the recession the Portuguese prefer to buy their own products,
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even though these are usually more expensive due to a smaller output in terms of product or
service.
International
Business
in
Portugal
Some essential aspects of Portuguese life have an impact on the way business is conducted.
Without at least a partial understanding of some of the issues relating to Portuguese cultural
attitudes and values, you may experience a ‘culture shock’ which may have a negative impact
on your business activities in the country.
General
Education
Although the Portuguese education system is of an acceptable standard, it is still not as
advanced as those of many other western European countries. In the past the country’s poor
educational performance when measured against the rest of the EC was particularly striking
and could be seen as a legacy of Portugal’s long isolation from Europe and the repression of
the period before the revolution of 1974. In recent decades, however, the Portuguese economy
and society have undergone significant changes and many issues related to the education
system have been addressed. Despite these changes, Portugal is still ranked as the lowest
country in the OECD Educational Attainment index.
In the 1990s, the illiteracy rate in Portugal was at about 15% – the major contributors to this
statistic being older people. Another problem was the low school enrolment figures after the
primary cycle, especially in rural areas, where many children began work at an early age. The
Portuguese education system also suffered from outdated facilities and equipment, poorly
paid teachers, curricula unsuitably set and a low rate of university enrolments. Although many
of these issues have improved significantly in recent years and the standard of Portuguese
education system is continuously improving, for many foreign companies the necessity to
address education-related issues is still quite common.
Nowadays, a skill that is growing rapidly among Portuguese people is computer literacy.
Although not as high as in North-Western European countries, Portugal has a fairly good PC
literacy profile, particularly among the younger generation. For managers of all age groups, it
can be expected that they have developed PC skills, as the use of information technology is
continually spreading within Portuguese businesses.
Educational
standards
Having an high level of education it’s vital to find a job. In Portugal, only the 32% of adults
(25-64 years old) have an high-school degree.
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This percentage is lower respect the OECD average of 74% and. Anyway, during the last
years government are facing this issue reorganizing and modernizing its school system and
offering better facilities for all.
Other
Issues
such
as
transportation
infrastructure
Topics that are particularly suitable for a conversation with Portuguese counterparts include:
football, Portuguese food and wine, family, politics, the economy, movies, travel, music and
literature. The colour red is usually seen as a symbol of the revolution, whilst green is a
symbol of hope and blue of royalty.
When planning appointments you should use the 24 hour clock [e.g. '09.30h' for 9.30] in
written exchanges but verbally ‘half past nine in the morning’ is ok. You should always write
the date in the format ‘day/month/year’.
Portugal is a culture that respects age and position. In Portuguese society, status is of crucial
importance. Car brands, executive remuneration, academic titles are all very important in
Portugal. Interestingly, car brand is probably the most significant element of one’s status, Job
title is of such importance that it is quite normal to see employees underpaid for the job they
do but still be happy because of its status.
Since the Portuguese place such a high emphasis on status, they have a great respect for their
superiors, which is, often exaggerated. Due to this approach, Portuguese workers are not used
to asserting their own ideas or questioning management and so their bosses tend to be
dictators.
This culturally embedded unwillingness to challenge authority is probably the biggest
drawback of the Portuguese workforce. In the workplace, it usually manifests itself in a low
appreciation for team work, analysing only the personal interest in an action (what’s in it for
me?) and not being keen on taking responsibility. Portuguese people are generally complacent
and dislike confrontation. Disputes are typically resolved through discourse, negotiation or
avoidance altogether. However, it is rare to see a Portuguese avoiding confrontation when
their values are called into question. Cheating or loss of trust would be a deal breaker for the
Portuguese.
The workplace tends to be somewhat formal with even close colleagues using titles and last
names. Very often Portuguese employees do not seek empowerment and are not used to
accepting responsibility. When something goes wrong in an organisation, it is the fault of a
colleague, a competitor, the government or the economy. For foreign firms therefore, it may
not be easy to find someone who will take personal responsibility for the carrying out of
delegated work.
Another issue in Portuguese business culture is the non-fulfilment of commitments either on
time or at all. For foreign associates it is advisable not to assume that a commitment will be
fulfilled without constant attention and badgering. In Portuguese business, planning is often
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poor and deadlines are not held to be very important Also, the Portuguese tend to plan more
than they actually accomplish – over promising and then under delivering.
On the other hand, Portuguese employees are usually experts in dealing with a last minute
crisis. In a Portuguese business there is always someone who will find a creative solution to
the problem.
Cultural
taboos
Your Portuguese counterpart will be quick to let you know if you have introduced a taboo
subject. Topics that are better avoided include, colonial wars or the fate of their victims.
Other controversial topics such as religion, racism, discrimination or abortion are also best
avoided.
It is advisable not to ask certain personal questions, for instance, about a person’s
background, age, relationships, appearance or weight, or about their earnings and occupation.
Behaviours that should be avoided are making overly exaggerated gestures and spitting in
public.
As the Portuguese generally dislike confrontation, it is advisable to ensure that your behaviour
cannot be interpreted as critical or ridiculing of this proud people.
As a golden rule, it is most appropriate to go for an atmosphere of mutual respect within the
country and culture and acknowledge the effort your Portuguese counterparts make to
welcome you to their country.
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Business
Communication
Good communication is a corner stone of all prosperous business relationships. In order to
communicate with Portuguese business partners effectively and avoid any misunderstandings
, that may have serious impacts on the success of business relationships, it is necessary to
understand the underlying conventions concerning communication practices. The following
section will provide you with recommendations on the type of contact that is appropriate and
will also outline some basic rules for effective verbal and non-verbal communication with
your Portuguese counterparts. Last but not least, the use of titles will also be mentioned as it
represents quite an important area within Portuguese business culture.
Face-­‐to-­‐face
communication
Generally, conversations tend to be quite informal. Portuguese people are open and
welcoming to strangers and are keen to discuss various topics. The golden rule for business
people is to start in a rather formal manner and gradually proceed to a more casual mode of
conversation . However, bear in mind that this can vary depending on the age, origin or status
of the person involved. In the initial stage of an encounter, any personal compliments or
personal questions should be avoided. Instead, it is advisable to compliment the country,
people in general, food, wine or climate and discuss, for instance, your own family and home
since the family is important in Portugal.
A sense of humour is also highly valued in Portuguese society, and , it is usually a good idea
to use it in the early stages of a conversation. It is also acceptable to touch each other’s arms
or hands during a conversation as Portugal is an affective culture. In general, the Portuguese
do not use overly exaggerated hand gestures, but they are more demonstrative when greeting
friends.
The Portuguese do not like verbal directness or confrontation. Thus it may be rather difficult
to get to the point or to get an honest answer from them. In such cases, it is advisable to ask
politely for a straightforward explanation. On the other hand, the majority of Portuguese are
tolerant and it’s difficult to offend them. They are happy to deal with people from other
cultures so it is not necessary to be overly concerned with the finer details of your behaviour
but is more appropriate to focus on giving an positive overall impression.
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Language
Matters
You can assume that any business contacts will speak reasonable English. If your Portuguese
partners do not, they will tell you, it is not unusual for business people to speak other foreign
languages.
English is usually the preferred language for negotiations with foreign associates in Portugal.
When speaking English it is essential to take care to speak slowly, clearly and without the use
of slang or overly technical jargon .
As, naturally, the language competence of each individual may vary, it is advisable to check
their language competence with each individual business contact. If there is a probability of
issues with the language, it is advisable to ensure that interpreting facilities are available at
the negotiations.
Business
Relationships
In Portugal, written contracts do not generally have the strength in business relationships that
personal trust built over years of business association has. Mainly as a result of the
bureaucracy and slow justice system, written contracts are often considered to be just pieces
of paper. There are “Gentlemen’s agreements” based on trust that are as important as
contracts). It is quite rude to put trust in doubt when forming business relationships with
Portuguese companies. Should the system of justice get involved in resolving an industrial
dispute, this usually takes about five to ten years.
If you do not know your counterparts very well, it is advisable to keep in mind that, as in any
other business relationship, there is a possibility of being deceived. However, the business
environment in Portugal is generally fair and honest. Nevertheless, it is advisable to
constantly check that the other party is following the points that were agreed upon. If
necessary, it is recommended to openly express any discontent and to point out that you really
insist on the conditions agreed. This may help the other party to start to follow the rules.
Making
contact
A gentle and/or firm handshake, with a smile and enthusiasm, is a common way of greeting
business associates. It is a matter of courtesy to shake hands with people on meeting, even if
you have met them many times before. When greeting women at a first meeting you should
use a gentle handshake, but a kiss on each cheek it is not unusual.
However, it is not easy to assess whether it is appropriate to kiss or shake a woman’s hand.
The golden rule is to extend your hand and kiss only if the woman offers her cheek. A gentle
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hug on first greeting or departure is acceptable only for business partners who know each
other well.
Generally, in Portugal physical contact is more common than in other Northern European
countries. People stand closer to each other during conversation and maintain more eye
contact. People normally put their hand on the upper arm of their colleagues and friends as
they walk down the street as a gesture of warmth and trust. A grip of the arm or a hand on the
shoulder is not uncommon between business associates.
Personal
Titles
A persons title is not usually asked for. Someone who has graduated in Portugal has the title
of “Dr.” and in business you should address any individual as “Dr.” with their “last name”. If
the individual has not graduated, he usually corrects you by saying “Mr.” and that is a good
ice breaker, so always assume someone is a Dr until he or she tells you otherwise.
In Portugal it is normal for people to have several first or second names. Usually, the first in
the list is the first name, the rest are family names. Generally, when addressing people, you
are not expected to use their first name, unless you have been invited to do so. First names are
usually used only by very good friends ( outside work, good friends are usually called by their
nicknames). In many companies, even close and long term colleagues may still refer to each
other quite formally.
Bear in mind that Portuguese people are very difficult to offend, thus when in doubt about
using or pronouncing someone’s name, do not hesitate to ask your Portuguese associates for
help.
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Business
Etiquette
The knowledge of cultural aspects of your Portuguese partner can help you to overcome
potential difficulties in communication. Relevant issues when you start business relationships
in Portugal you should know some basic rules of business etiquette such as punctuality, gift
giving, dress code.
Corporate
Social
Responsibility
Corporate Social Responsibility (CSR) in Portugal is mainly focused on fighting exclusion
and poverty and on corporate community Involvement. The main environmental issues are
soil erosion and air pollution caused by the emissions from industries and vehicles, water
pollution is also significant in particular, in coastal areas.
In general, Portuguese people are unaware of CSR, because there is a lack of information,
publicity, media involvement and CSR regulations,
Those who are familiar with CSR work in companies where it is a focal point or because they
are interested in the topic generally; public debate on CSR doesn’t exist.
Sustainable products and sustainable consumption are still unknown to Portuguese society,
however in the last few years companies have started to consider sustainability as
representing a possible competitive advantage.
Politics of CSR should be promoted by the government, because it can be a powerful
instrument with which to address social exclusion and favour more transparency in
companies’ activities.
Punctuality
In Portugal punctuality is not seen as important. Interestingly, people from the North are
usually more punctual than those from the South. In fact it is polite to arrive five minutes late.
The host usually arrives “on time” but all others are usually late although. more than 30
minutes late, is generally considered to be rude. For foreigners, the best practice is to be on
time, probably 5 minutes late. If you are running late, is it advisable to telephone your
business contact and advise them of your delay. To sum up, it is essential to bear in mind that
the Portuguese do not share the same concept of time with other western European nations.
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When you arrive for a meeting, do not be offended if you are kept waiting for up to 20
minutes. This is usual practice in Portugal. If you are kept waiting more than 30 minutes,
then it would be quite normal to express some discontent.
The Portuguese will often specify the time arrangements in a somewhat lax way, for instance,
by saying ‘in the afternoon’ (meaning between 1PM and 6PM), ‘in the late afternoon or
evening’ (from 6PM to 9PM) or ‘at night’ (after 10PM). Thus it is recommended to ask your
Portuguese associates to specify the time. Business wise, it is common to say “By 15h”
which can mean anything from 15:00 to 15:20m, more than that is rude. Bear in mind that
the Portuguese use the 24 hour clock.
Most people will have dinner outside their homes when socializing, older generations
however will stay several hours at someone’s house, from afternoon to after dinner time or
from lunch until late afternoon.
Gift
giving
In the Portuguese business environment it is normal to give a gift to customers and partners.
To reject a gift is seen as offensive. Also, as gifts are considered to be a personal gesture, it is
not polite to re-distribute a gift to staff.
For the Portuguese, gifts are a sign of respect, not a bribe. The usual practice is to present
gifts unwrapped and to give them at the beginning of a business encounter. If you receive a
wrapped gift, it is polite to open it immediately and express gratitude. It is not polite to give a
gift in return at the same time.
Although it is sufficient to say thank for a gift, it is recommended that you also send a thankyou note after the encounter.
Particularly suitable gifts for Portuguese business partners include gifts from your own
country or region. Spirits, whisky, French brandy (Cognac) or Port wine, coffee table books,
personal items such as ties or scarves are also acceptable gifts. Flowers are unacceptable..
Excessively expensive gifts can be accepted only if they are really appropriate for a particular
business situation and if the person involved has a high position within the company. At
Christmas suppliers usually distribute gifts to their customers.
Similarly, your company’s gifts should be representative of your country and their value must
be able to be clearly perceived by the recipient. If you are invited to your Portuguese host’s
family, apart from the almost compulsory flowers or a box of chocolates for the spouse, it is
advisable to bring along some gifts for his/her children, however, some knowledge of their
age range would be beneficial here. Giving wine in Portugal is best avoided, stick to spirits.
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When giving a bouquet, it is considered unlucky to give 13 flowers and avoid giving lilies or
chrysanthemums as these flowers are only used at funerals. Red flowers should also be
avoided as red is the symbol of the revolution.
Business
Dress
Code
In Portuguese society in general, appearance is very important. Portuguese people are usually
well aware of current fashion trends and clothes are often used to express one’s status and
success. When going out to a social event, it is advisable to choose your dress carefully and
ensure it is clean and your accessories are coordinated. When invited to a meal, men should
wear a tie. When going to the opera or theatre, a tie is also the best option.
Business dress is usually rather formal. Casual dress is still unusual in Portuguese companies,
even in modern or creative industries. In some cases, however, companies allow their staff to
dress down on Fridays. However, a standard business suit is still the most common form of
dress among businessmen.
Male Portuguese business associates normally wear long sleeved shirts since short sleeved
shirts are considered too casual. When in a meeting, it is fine to take off your jacket if you are
hot, however, it is advisable to check first whether the other party minds. Rolling up your
sleeves is not acceptable, unless your companion does so first.
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However, even if he does, be careful since the rules concerning the ‘right fit’ of jacket; shirt
and tie are quite complicated.
For women, it is advisable to dress well but not to overdress. Conservative fashion is
preferred for business meetings. Trousers and trouser suits are also acceptable as a part of
women’s business attire.
Bribery
and
corruption
Portugal has a slightly higher level of corruption than other western European countries.
Corruption is an important political and economic issue and still represents an enduring
characteristic of Portuguese business culture.
Most cases of bribery and corruption are reported from the public sector. They are related
mainly to concessions, unclear approvals of contractors and specific economic lobbying or
job offers to friends and family members. However, corruption is usually not identified as an
obstacle by foreign firms doing business in Portugal. It is tax evasion that currently represents
a major problem. The situation is continuously improving though, mostly as a result of the
government’s efforts to combat corruption before it reaches the highest levels. Portugal has
ratified the OECD Anti-bribery Convention and incorporated it into domestic legislation.
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Business
Meeting
Etiquette
Before you attend a business meeting, it is recommended to have a general understanding of
Portugal’s cultural background. The culture colours all areas of life and business encounters
are no exception. During your stay in the country, you may notice that there are substantial
differences between regions.
Adjusting to a particular setting is therefore important. However, bearing in mind that the
Portuguese are generally aware of other cultures, any minor ‘infringements’ from the norm
will surely be tolerated.
Be prepared for negotiations with your Portuguese counterparts to be time consuming
Finalizing meetings with unclear statements but with the feeling of a job “well done” is quite
common. Afterwards, contracts are exchanged and if there are any problems then these will
be ironed out between the parties. Long business lunches in traditional restaurants are normal
parts of Portuguese business culture.
Do not take any statements for granted until the final contract has been written and signed.
Any verbal or written statements are generally not given the same importance as in, for
instance, the UK or Germany.
The key to successful negotiations with your Portuguese counterparts is to respect their
culture and values, however, at the same time clearly assert, in a polite way, what your
conditions are. The key is reaching a mutual agreement.
Importance
of
Business
Meeting
In general, Portuguese associates are keen to discuss potential business with foreign
counterparts. Companies from abroad are seen as more modern and innovative, bringing
valued experience and expertise to the Portuguese environment.
On the other hand, like in many other country’s business environment, in the beginning it is
not always easy to get to the people with the appropriate status for negotiating business.
Portuguese business is hierarchical and the highest-ranking person makes the decisions. The
initial challenge is often to deal with secretaries who try to filter visitors to some highly
positioned executives.
Building a network of business associates is vital for success. Generally, expect to invest a
significant amount of time developing the relationship. The Portuguese usually prefer face-toface meetings than written or telephone communication, which are seen as impersonal.
Business relationships are built with people not companies. Thus, if a company decides to
change its representative, the process of building the mutual trust that may have taken several
years will have to begin all over again.
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Business
Meeting
planning
Your first correspondence with a new Portuguese counterpart should be written in Portuguese.
Ideally, appointments should be made about one or two weeks in advance and confirmed a
few days before. When scheduling the appointment, you should avoid the vacation period in
August
and
the
week
between
Christmas
and
New
Year.
The best times of day for arranging a business meeting are 11 AM or 4 PM. Early mornings
are not recommended as local people need some time to get going.
Appointments later then 6 PM are not viewed favourably since this is the time that should be
devoted to the family.
As the majority of Portuguese executives are men, it is advisable for foreign companies to
send male delegates to negotiations in Portugal.
This situation is constantly improving though and you can now find women company
executives, directors and managers who are paid as much as their male counterparts.
Women with a minimum level of education do still get paid less than men however, but this is
more due to the type of job role they hold which tends to be administrative.
While it is not common to come across much overtly sexist behaviour, women do still have
the harder time when it comes to fighting for equality in the workplace.
For meetings you should arrive either on time or with a ‘polite’ five minutes delay. If you are
kept waiting, do not appear irritated, unless you have been kept waiting for more than 30
minutes.
Negotiation
process
During negotiations general rules of politeness apply. In particular, it is important to treat
business colleagues with respect and not do anything to embarrass them.
As relationships are of vital importance in the Portuguese culture, a deal may well be rooted
more in an emotional and personal consideration than a purely financial one. Keep in mind
that for the Portuguese it is much easier to reach an agreement with a friend than with an
opponent.
When in negotiation, it is useful to bear in mind the following general characteristics of the
Portuguese. Although honest, the Portuguese do not tend to share information, unless they are
explicitly asked to do so particularly if it is to their advantage to withhold it.
Secrecy is an integral part of Portuguese negotiation tactics.
The Portuguese often feel that opening up would expose their weaknesses. It may also be
somewhat difficult to find out their honest opinions since direct criticism is not appreciated in
Portuguese culture. It may be wise to maintain eye contact and look for clues in the body
language of your Portuguese associates.
As they are generally more relaxed than, for instance, north European nations, be prepared
that the meeting may be interrupted or suddenly postponed to another date.
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Furthermore, it can be expected that your Portuguese associates will focus on short-term
gains, rather than long-term strategic benefits. Any presentations should be well prepared,
thoroughly researched and backed up with charts and figures. Also it is advisable to have all
materials available in both English and Portuguese. Be prepared for the fact that a final
decision will not be made until several negotiation meetings have taken place.
Business is conducted slowly. You must not appear impatient. Do not use high-pressure sales
tactics (these do not work at all), and the Portuguese are offended by aggressive behaviour.
As stated above, the golden rule is not to consider anything said in a meeting as final or
absolute.
Contracts, oral or written, do not have much significance. Be prepared for renegotiations of
points that were already agreed upon: an agreement is reached only when the contract is
signed.
Meeting
protocol
The first action should be to shake hands. At the end of a meeting partners will exchange
their
business
cards,
never
at
the
beginning.
Ensure you maintain direct eye contact when talking to your Portuguese counterparts.
You will probably be offered coffee (espresso) and water. After the greeting, it is polite to
devote some time to an informal conversation before you proceed to the business agenda. The
weather is considered an appropriate topic for small talk and Portuguese business partners
usually get carried away with football, food, the economy, politics and fashion.
The weather is a good standby as when it is warm the Portuguese do not like to work in suits
and when it is cold they complain about it and their mood is low!
Initial meetings are usually conducted in a formal way. As both partners get to know each
other, the nature of meetings becomes more personal and relaxed. Then it is acceptable, for
instance, to greet each other with a hug and a handshake and women to kiss each other twice
on the cheek starting with the right.
How
to
Run
a
Business
Meeting
When running a meeting with Portuguese counterparts, it is most important to ensure that the
event has been properly planned and prepared. The Portuguese often do not put much
emphasis on the preparation part and as a consequence, meetings can be confusing and
inconclusive.
Ensure that appropriate documents are prepared for the meeting and any necessary facilities
provided. Bear in mind that dialogue constitutes the most important element of the business
encounter
and
closure
will
usually
take
time
and
patience.
It is highly recommended to make good notes during the meeting and offer to do the minutes,
if there are any. Although writing up minutes is not common in traditional business meetings,
you can insist on doing them in order to ensure that the agreed points will be followed and
any actions completed as agreed.
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The golden rule is to sum up at the end of the meeting what the salient points are and to
conclude what actions need to be taken and by whom before the next meeting. Ensure that
everyone’s commitments are clearly stated. Furthermore, you can send a reminder of those
commitments shortly before the next meeting.
Follow
up
letter
after
meeting
with
client
It’s not unusual to find that Portuguese partners don’t respect deadlines, because they have a
different attitude towards time and deadlines are not so crucial as they are to people from
other
countries.
In order to ensure that business meetings with your Portuguese counterparts will be as
effective as possible, is it advisable to do the following: after the meeting, circulate the
minutes. In particular, point out the main areas that were agreed on and specify the
commitments of each participant. Ensure that the deadline dates for each action are clearly
communicated
and
acknowledged
by
the
other
party.
Shortly after your meeting, it is appropriate to telephone your Portuguese counterparts to
confirm that points are being followed through e-mail and then make an informal phone call
letting them know that an e-mail was sent.
This can also provide the right opportunity to double check the next meeting date and venue.
The Portuguese associates will appreciate a telephone call, and the opportunity to speak
briefly with you before the next face-to-face meeting will appeal to their need for affiliation.
You could also invite your partners out for drinks in order to get to know them better and
further cement your growing business relationship.
Business
meals
Lunches and dinners represent a suitable opportunity to deepen a relationship and discuss
business in an informal way. Breakfast meetings are still unusual in Portugal since in the
morning Portuguese people are generally only warming up for the day’s work.
Lunch however, is a key opportunity for business activity. Dinner is more social and intimate
than lunch. Normally, lunchtime is between 1 PM and 3 PM and dinner between 8 PM and 10
PM.
It is normal practice that your Portuguese counterparts will pay the bill. If you decide to pay,
make it clear at the very beginning that you are inviting your host and ensure the waiter brings
the bill to you since he/she may assume that it will be the Portuguese associates who will
want
to
pay.
Portuguese
people
don’t
usually
divide
bills.
Charges for services are not included in the bill and a tip is usually about 10 per cent. When
you are just going out for few drinks with friends, the bill is paid by “round”, when having
drinks with business colleagues, each partner will pay for their own drink: they don’t share
the
bill.
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Table manners in Portugal are formal, similar to other countries in continental Europe. It is
polite to stay standing until invited to sit down at the table and not to start eating until the
host says ‘bom apetite’. It is not acceptable to rest your elbows on the table while eating.
Portuguese cuisine is generally very good: cooked fish, fresh and tasty, is a traditional food in
many areas. Also popular is a dish based on salted cod that can be cooked in many ways.
Other types of meat, such as beef, pork, chicken, lamb are also widely available.
Wine, particularly red, is a typical Portuguese drink and people are very proud of it. Please
note that Port wine is not red wine, but is considered a spirit. Red wine is the flagship of a
Portuguese table and is not consumed with fish or seafood. The selection of Portuguese wines
is large and it is advisable to ask the waiter for assistance with your selection. Portuguese
coffee is also excellent and of superb quality.
Typically, it is served as an espresso. Only older generations drink black coffee, at home.
Milk is usual at breakfast, but as mentioned, a coffee is usually a single espresso.
In Portugal it is not unusual for you to be invited to your business partner’s home for dinner.
You will probably be asked to arrive around 8PM, Make sure you arrive with a polite 5 or 10
minutes delay, never on time. If it is the first time that you are invited to somebody’s house,
be it for coffee or food, it is necessary to bring a small gift for the hosts (for example wine).
Business
Meeting
tips
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.
If your Portuguese business partner needs further information, for example clarification
during a presentation, they will usually not interrupt you, waiting until you have finished
speaking. You are quite safe using hand gestures and animated body language while speaking
and making your presentation in Portugal.
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Internship
and
placement
Work
experience
Universities in Portugal have specific International Relations Units and/or offices dedicated to
student placements.
Students interested in carrying out a work placement in Portugal should send their CV and a
covering letter to the placement office. This office can help students thanks to connections
with associate partner organisations, companies and other organisations who offer placement
opportunities.
In addition, there are private organisations, which offer placement opportunities to students
and researchers. Usually, these organisations require students to take a preparatory language
course which helps them to prepare for working in Portugal.
Private agencies provide information and assistance throughout and a tutor will give you
advice in order to solve any problems that might occur during the placement. These
organisations also guarantee a job interview, but not to a job. The result depends on previous
experience, language skills of the student and on company needs at the time.
Users of these services are expected to pay a fee in two instalments, a first payment, and once
the organisation has accepted t request of the participants, they should make the final
payment.
Internship
and
Placement
advice
There are several practical issues related to internship and placement you should need to
know. It’s very important you are aware about the formalities necessary before leaving such
as Visa rules, social security, arrangements.
Social
security
and
European
health
insurance
EU citizens and students from Iceland, Liechtenstein, Norway or Switzerland, can benefit
from free medical and hospital care during their stay in Portugal by presenting their European
Health Card.
Third Country citizens must have medical insurance or other special medical
cover/arrangements for the duration of their stay in Portugal. If they have been residing in
Portugal for more than 90 days they may wish to apply for the National Health Service Card
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(Cartão do Utente do SNS). The card allows access to the Portuguese Public Health Service
which is free of charge and can be obtained from local Health Centres (Centros de Saúde).
Safety
Walking alone at night in particular areas of large cities, might be dangerous, so it’s important
to bear this in mind when looking for a flat. Recently, strikes and public protests against the
government have increased as a result of austerity measures. Travellers should therefore try to
avoid areas where these public protests are taking place. In the event of an emergency the
number to call is 112 but there are also other numbers for specific emergencies.
Do
I
need
a
visa?
Portugal is part of the Schengen Area, hence, EU citizens and those of Andorra, Iceland,
Liechtenstein, Norway and Switzerland need only an identity card in order to enter the
country. For stays of up to 90 days, visitors from non EU countries such Argentina, Australia,
Brazil, United States, Canada and others (view the complete list from the reference below)
need only a Passport. Otherwise citizens from countries not listed above will need a VISA to
enter Portugal. You can request visas at any Portuguese Embassy or Consulate in your
country.
Internship
and
placement
salary
Private organisations offer information and help to match placement opportunities to students.
Their programmes allow students to find a paid work placement or to participate in unpaid
internships.
Some programmes that include paid jobs combine a language course (usually 3 weeks
minimum) in the main cities, with a job placement. Participants will receive between 200-400
Euros depending on the company and the previous work experience of the students. This
amount should cover basic expenses. Nowadays however, placements are not usually paid.
Internship
and
placement
accommodation
Many universities offer accommodation in Student Residences which are usually located
around the city/town. Housing facilities are not always integrated into Campuses. Although
the cheapest option is to stay in university residences, it’s possible to rent a room sharing a
flat with other students. Prices vary depending on the city and the area; the range in 2013 was
from- €150 to €300.
Older Portuguese people u often offer to rent out a room in their own house, so if you don’t
want this kind of accommodation you should look for flats without landlord (‘sem senhorio’).
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Cost
of
Living
Portugal is not as expensive as many other Western European countries, especially when
buying food & primary goods, rent, and entertainment. The amount of money a student needs
depends on their life style, but a budget of € 600 per month (this estimate is accurate for
2013) should cover basic expenses and some leisure activities.
Money
and
Banking
Third country citizens should open a bank account because foreign credit cards may not
always be accepted in Portugal. To open an account, you will need your passport or
international ID card, an address in Portugal and a Portuguese fiscal number which you
should be able to find at the Citizen Shop (Loja do Cidadão). Students can usually benefit
from special deals between universities and banks which provide free or low service fees
accounts.
Traveling
costs
Students taking an internship in Portugal are normally expected to cover their own costs of
travelling to the country. Students who participate in ERASMUS mobility programmes
receive a grant to help them to cover travelling costs (including insurance and visa costs)
related to their study period abroad.
There are low cost companies who offer good fares to the Portuguese international airports at
Lisbon, Oporto, Faro and Funchal (Madeira). Daily international trains run between ParisLisbon, Lisbon-Madrid and between Oporto-Vigo. Buses are cheaper than trains but they are
slower and less comfortable. Long-distance bus lines are Eurolines and Busabout.
Usually, students can get special rates for travelling on trains or other public transport.
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Work-­‐life
Balance
Many Portuguese people feel a tension between their working lives family responsibilities and
their personal well-being suffers as a consequence. In OECD and other European studies,
women in particular reported suffering from a poor work-life balance. Indeed, many
Portuguese women reported that keeping a healthy balance between work and life was not
easy.
An important aspect of work-life balance is the time spent at work: about 8% of men spend
more hours in paid work, compared with 3% for women.
Compared with other European countries, Portugal places greater emphasis on family values
although younger generations are much more career oriented than their parents were. Even the
extended family is quite closely bound and members are usually very loyal to their families.
For working parents, balancing work and domestic responsibilities is a crucial part of life and
families need more support when caring for young children. The recent government reform on
parental leave has allowed families to spend more time with their newborns, as well as
promoting gender equality. Families are asking for more investment in child care services for
the future.
National
holidays
Following is the list of Portuguese Bank and Public holidays:
January 1 – New Year’s Day
February 28 – Carnival
April 14 – Good Friday (moveable date)
April 25 – Liberation Day
May 1 – Labour Day
June 10 – Portugal Day
August 15 – Assumption Day
October 5 – Republic Day
November 1 – All Saints’ Day
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December 1 – Restoration of Portuguese Independence
December 8 – Feast of Immaculate Conception
December 25 – Christmas Day
Working
hours
Local time is Greenwich Mean Time – the same as in London in the UK. Usual business
hours are from 9 AM to 6 PM. Shops are normally open from 9 AM until 8 PM (some
shopping centres stay open until 11pm). Office hours of public institutions are usually from 9
AM to 6 PM with a lunch break from 12.30 PM until 2 PM – there is no ‘siesta’ tradition in
Portugal.
Portugal does not have many convenience shops, however almost all petrol stations have a 24
hour shop service Coffee shops and snack bars are open until 11pm, apart from some
convenience stores and petrol stations. Every town operates a 24 hour pharmacy service and
each pharmacy shows a list of pharmacies open on Sundays, during holidays, etc.
Working
culture
The statutory maximum working week in Portugal is 40 hours and the statutory maximum
working day is 8 hours. Annual holidays provide employees with the opportunity for physical
and mental recuperation and the right to be paid for this period. Employees may not waive
their right to paid annual holidays. In Portugal the holiday entitlement is 22 days (in the
banking sector it is 25). For employees on fixed-term contracts lasting for less than a year, the
entitlement is two days for each month of service completed. During their annual holiday,
employees receive the pay corresponding to the period concerned plus a holiday bonus of the
same amount
Health
insurance
The constitution in Portugal protects health care as a fundamental right. As a consequence,
the public health facilities are not always able to offer a particularly high level of service.
Today Portugal still lags behind most other EU member countries in some categories of
health care
The health sector is currently undergoing extensive modernisation and it is expected that the
number of high quality hospitals will grow. Furthermore, there are many private health
establishments that offer a high standard of service. So overall, health care in Portugal is
gradually improving.
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EU citizens have free access to the health care system in Portugal under the EU reciprocal
health agreement on production of a valid European Health Insurance Card (EHIC) (the
validity is for three to five years).
This card covers any medical treatment you may need during your trip, or in the case of
illness or accident. Your card provides you with access to same state-provided medical
treatment that is available to a Portuguese citizen. like any other . Although in a vast majority
of cases, the health care can be claimed for free, it is still advisable to arrange for optional
insurance for travellers.
If you intend to stay in Portugal for an extended period of time, your rights change. If you
work in Portugal and thus pay the compulsory national insurance contribution, you are
entitled to free health care. In other words, you are entitled to the same range of health
services as other local citizens. This usually involves free essential medicines, free
appointments with a doctor etc. It is normally necessary to pay for non-essential medicines
and the contribution varies between 40 and 100 per cent of the cost of the medicine. In
comparison with other European countries, it is possible to get a considerably larger number
of medicines on prescription in Portugal.
Pharmacies are open for long hours and there is always at least one that is open for emergency
prescriptions.
In Portugal the number to dial in case of emergency is 112.
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Social
Media
Guide
In Portugal the use of Social media is increasing and it is recognized by companies and other
organizations as a useful communications tool, particularly for communicating with potential
clients.
Although, the government has invested in IT infrastructure and technologies, in particular in
schools, there is still a lot of work to do.
Private
individuals
The main social networks are Hi5 and Facebook and these are used for private messaging,
contacting friends and sharing videos and photographs. At the moment, in Portugal, there are
4.7 million users on Facebook and 2.5 million users on Hi5. The majority of users are aged
under 18 and this has raised concerns about privacy and safety online.
Orkut has a high number of accounts, like Myspace, due to the use of “Hotmail” which with
the updates from MSN MESSENGER (also quite popular 10 years ago) allows the user to
create an account by just pressing “yes” a few times.
As regards professional networking, Portuguese people working abroad use the Star Tracker
which is a highly visible niche network.
Businesses and researchers are very keen on using Google+ as Gmail is very reliable for the
Portuguese internet communities.
SMEs
Currently the use of social media in SMEs is growing and is becoming part of their
communications strategy.
In Portugal as in other European countries marketing and public relations industries are the
main users of social media, but consumer brands are quickly following..
The majority of online conversations via Social Networks are held in Portuguese; English is
occasionally used for contacting people from other countries. Companies seem to adhere to
the general social media rules and etiquette.
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The main rule is that contact is generally made with people that are directly known to the
company or who have been introduced by mutual friends. .
Search
and
Social
Media
Marketing
for
International
Business
Learn how to use social media for business from one of Salford Business School’s latest
business management courses.
The course was jointly researched by the Passport to Trade 2.0 project team and prepared in
collaboration with some of the leading digital marketing agencies in the UK.
This Massive Open Online Course (MOOC) can help businesses and individuals to make the
best use of search and social media platforms.
The course is called Search and Social Media Marketing for International Business and is
applicable to students looking for placements abroad as well as businesses thinking about
new trade links; it comprises the following twelve topics:
How to develop a personal brand online (1/12)
•
•
Whether you are a student beginning a job search
or a business person planning a new business
venture, personal branding can make a difference.
Learn about personal branding and why it is
important for you.
http://www.youtube.com/watch?
v=l9LYw0mgtn4&feature=player
_embedded
How to use Twitter (2/12)
•
•
Learn the basics of using Twitter to develop an
individual or business profile.
Remember to use hash tag #SSMMUoS to share
your learning journey on this course so far!
http://www.youtube.com/watch?
v=9CVY3pp91Dc&feature=playe
r_embedded
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How to use Search Engine Optimisation (SEO) (3/12)
•
•
Learn the principles of SEO to ensure that your
website and any social media profiles are found by
individuals searching for your name, products and
services.
These basic principles of SEO include keyword
research, on-page optimisation and off-page
optimisation.
http://www.youtube.com/watch?
v=zw27cRcwtM0&feature=player
_embedded
How to use social media for international business development (4/12)
•
•
Social media networks break down the traditional
country barriers, but do you know which networks
are relevant for the country you are interested in
trading with?
Find out in this video how to identify the relevant
networks and what social media strategies you might
be able to use on these networks.
http://www.youtube.com/watch?
v=Bx-B56AHS4c&feature=
player_embedded
How to use Facebook (5/12)
•
•
Facebook is currently the largest social media
network in the world and it can benefit you as a
business as well as an individual.
Learn how to develop a Facebook business page and
see how other businesses use it and what strategies
work for them.
http://www.youtube.com/watch?
v=UmRGn-vdcO8&feature=
player_embedded
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How to use YouTube (6/12)
•
•
YouTube was identified as the second largest
social network amongst younger internet users as
part of the Passport to Trade 2.0 project.
Learn how to optimise your video content in order
to reach wider audiences for your profile.
http://www.youtube.com/watch?
feature=player_embedded&v=G2
0OVpmTBss
How to use LinkedIn (7/12)
•
•
LinkedIn is one of the three main professional
social networks – the others being Xing and
Viadeo which are also popular in several
European countries.
Learn how to make the most of LinkedIn for your
profile.
http://www.youtube.com/watch?
v=N6e_EAUQqic&feature=playe
r_embedded
How to use Google+ (8/12)
•
•
•
Google+ is the second largest social network as of
January 2013.
It is one of the fastest growing social networks and
one that has the biggest impact when it comes to
search engine results integration for anyone who
uses Google as their main search engine.
Learn how to make the most of Google+ for you
and your digital profiles.
http://www.youtube.com/watch?
feature=player_embedded&v=8ti
3SPHkEWw
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How to use copywriting online (9/12)
•
•
Copywriting is a process of translating technical
specifications and product descriptions into
engaging and understandable customer focused
text.
Learn about the basic techniques in structuring
your online content here.
http://www.youtube.com/watch?
v=5f1hx_f2ONI&feature=player_
embedded
How to stay legal on social media (10/12)
•
•
Everything and anything you do and say online
can be potentially viewed by anyone who has
internet access.
Always respect the law and familiarise yourself
with new options offered to you through a creative
commons licence which is popular online.
http://www.youtube.com/watch?
v=eQxDpiHsdk&feature=player_embedde
d
How to use monitoring and reporting (11/12)
•
•
Whether you are an individual or a business
spending time on social media – there has to be a
return on your engagement online.
How do you justify your engagement on social
media to your boss? Listen to the industry experts
in this area and see what you might be able to
measure in respect of your on-line engagements.
http://www.youtube.com/watch?
v=LbEq7jsG0jg&feature=player_
embedded
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How to blog (12/12)
•
•
http://www.youtube.com/watch?
v=OqVjR7oI8Rs&feature=player
_embedded
businessculture.org
•
Blogging is a process of writing text and sharing
content with others. It can help your customers or
friends to keep in-touch regardless of social media
platforms.
Think about the voice you might want to adopt
and who your audience might be. Share your
thoughts with us by writing a blog post about this
MOOC.
Tweet us the link to your post on the
#SSMMUoS Twitter hash tag.
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Passport
to
Trade
2.0
Project
Partnership
Five Universities:
Lead partner: Salford Business School,
University of Salford, United Kingdom
Elena Vasilieva
Aleksej Heinze
Alex Fenton
URENIO research unit at Aristole University
of Thessaloniki, Greece
Christina Kakderi
Nitsa Papadopoulou
TSE Entre Research Centre
Turku School of Economics, University of Turku, Finland
Satu Aaltonen
Elisa Akola
Institute for Information System Research
University of Koblenz-Landau, Germany
Verena Hausmann
Susan Williams
Petra Schubert
Valahia University of Targoviste, Romania
Adriana Grigorescu
Leonardo Badea
Three Small & Medium Sized Enterprises (SMEs)
Spin, Italy
Carmine Antonio Donato
Dorella De Tommaso
Technology Development & Innovation – TDI LTD
Bulgaria
Milanka Slavova
Ivan Stoychev
TIS Praha, Czech Republic
Anna Klosova
Richard Adekeye
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