WHY DID THIS HAPPEN?
For the questions below, please note that several answers are possible.

MOST LIKELY - Relationship to time is different in South America than in most Western countries, where for example in the United States “time is money”. In this case, the Finn might be accostumed to be very punctual to meetings, when in Brazil it is more customary to arrive later than the exact agreed time. Perception of time is more flexible, that’s why when doing business in South America you should not plan a too tight schedule with lots of meetings. Meetings can start later, or even run longer than expected. In this case, we can suppose that the Brazilian used to this custom did not see a problem with arriving late, and therefore didn’t find the need to apologize.

LEAST LIKELY - Finland is a highly individualistic society, and as such people tend to see themselves more in terms of individual and close family. On the contrary Brasil is a highly collectivistic society, and as such people usually identify strongly to groups, for example very big extended families. They think in term of “us” and not “I”. Compared to Brazilians, Finns value minimal small-talk in business before and after a meeting, but contrary to collectivistic societies, in an individualistic society business transaction does not depend on the level of knowledge of the other person that strongly.
In this case, perhaps, the Brazilian didn’t understand why the Finn didn’t take time to chat more with him, and to get to know each other better. In lacking the necessary knowledge about how important it is to build a good relationship in Brazil, the Finn would from now on not be invited again. The Brazilian possibly understood his behaviour as not committed to the business, and therefore not serious and trustworthy enough. In the Finn’s case, we think that he didn’t see small-talk of the essence in this situation, since they were lacking time. He prefered to jump right to business in order to be more efficient.

UNLIKELY- Arriving late to a meeting does not mean that the Brazilian in high position is not respecting the lower employee. In addition to the flexibility in time in Brazil, however, particularity is that like in most Southern American countries, status and authority play a big role. Therefore, Brazilians tend to arrive late to meetings according to their professional status in the company and the difference of power with the person they are meeting. In this case, perhaps the Brazilian, an important man in the company, simply shows his authority to the Finn who holds a lower position, and may even do that partly unconsciously.

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