Business in Peru

Measuring the assertiveness of a culture is very much related to the masculinity of a culture. Traits such as being tough, decisive, confrontational, assertive, and competitive are often found in cultures that value masculinity. This makes Peru a very interesting country to analyze because of its history. 

 

Traditionally, Peru was not a very masculine culture, so deep down in their cultural roots they are modest and compassionate people. Today, however, after the western push towards masculinity, they are beginning to value these more assertive, masculine traits.  

 

While it is true that Peruvians are definitely moving towards a more assertive culture, Peru is still considered to be a less assertive country globally. Peruvians still value a business man or women that takes their time to build and keep a good relationship, therefore agressiveness can be taken as a major insult.