In Brazilian customer-supplier relationships, one party typically has more power—the supplier who controls scarce goods, the customer who controls major purchasing. But power comes with obligation. The supplier who has what customers need is expected to treat them fairly, to provide genuine value, to be responsive. Exploiting a strong position—offering poor service because customers have no alternatives—violates expectations and damages reputation.
Equally, powerful customers owe fair treatment to dependent suppliers. Squeezing suppliers because they need the business, treating them as disposable, demanding impossible terms—this marks you as someone who abuses power. Brazilian commercial culture expects both parties to honor their obligations regardless of who holds more leverage.
The question isn’t just what you can get away with but what the relationship requires. Honor your side of the bargain, and you maintain standing. Abuse your position, and you may win the battle but lose the war.
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