Have you ever paid attention to how people give each other business cards, especially during business introductions in other countries? I was recently in a situation where I was meeting a number of potential business partners from another country and I paid attention to how business cards were shared. Given the significance of the meeting, I paid careful attention to how members of the foreign team shared their cards with us so that I could emulate the importance they afforded each card they received.
Depending on where you are from and in which country you are doing business, it actually does make a difference. In the US, business cards are simply a way to share contact information. In Asian countries, they are often considered an extension of the person – and you wouldn’t just give it a glance and stuff it in your back pocket. This is just one example for how culture varies from country to country. While there was no issue with how I gave people my card in this situation, it could really matter during introductions in Singapore.
Many people who have experience doing business in other countries often comment on how important it has been to understand the business protocol and customs in the foreign country. Even those who didn’t give it much thought before they went, quickly learned that having an awareness for these cultural differences is one of the most important factors leading to their success.
Have you given any thought to how your country’s business style may work with – or sabotage – your plans as you enter a new country? Don’t rely on your foreign business contacts overlooking your social blunders because the people in your country “just do it that way”. It’s not really an excuse and you can’t count on their overlooking your social faux pas. You may inadvertently offend them and hurt your business prospects from the start.
Before you go, take the time to learn about the subtle and not-so-subtle differences between the business culture of your own country and that of the country in which you would like to do business. Understand and embrace the business and national culture you are entering and use them to guide you as you proceed.
ASK YOURSELF THESE BUSINESS CULTURE QUESTIONS
As a starting point, use the following questions to help you determine if you feel prepared on the business culture of your target country or if you still have some gaps in your understanding.
Are you aware of the factors that shape the national culture of the country you are entering?
In studies on national culture, Geert Hofstede and others developed six cultural dimensions and identifies how many countries fall along those dimensions. The cultural dimensions help to explain what shapes business interactions and can help you understand how to be sensitive the differences between your cultures. The dimensions include:
Power Distance – Power distance refers to how much the less powerful members of groups and institutions (such as families) accept and expect that power is not equally distributed among the members.
Uncertainty Avoidance – Some society’s are more comfortable with, and tolerate, uncertainty more than others. Uncertainty avoidance refers to the degree to which a culture programs its members to feel either comfortable or uncomfortable in situations that are unstructured.
Individualism – Individualism and it’s opposite on the other side of the spectrum, collectivism, refer to how much individuals are integrated into groups.
Masculinity – Masculinity and femininity, refer to the distribution of emotional roles between the genders. Emotional roles are a fundamental issue for any society to which a range of solutions are found.
Long-Term Orientation versus Short-Term Orientation – Long- and short-term oriented societies have different views toward future rewards, in particular saving, persistence, and adapting to changing circumstances, as opposed to virtues related to the past and present such as national pride, respect for tradition, preservation of “face”, and fulfilling social obligations.
Indulgence versus Restraint – Indulgent societies allow for relatively free gratification of basic and natural human drives for enjoying life and having fun. At the other end of the spectrum are societies that suppress gratification of needs through strict social norms.
Understanding the national culture of the country you are entering and how it contrasts with your own will help you know how to effectively communicate in meetings and personal interactions, how the country views status and hierarchy, whether they seek to avoid or are comfortable with conflict, and a number of other important cultural factors. If your country’s culture is very different from theirs, you will also be aware of the areas where there could be misunderstanding and how you can adjust your approach or behavior.
Do you know the rules for business and social etiquette?
If you don’t understand the business and social etiquette of the country you are working with, you could inadvertently harm your business prospects by doing the wrong thing. For instance, in China it is customary to hand over your business card with two hands and to receive someone else’s with attention and care. If you toss your card across the table and immediately stick theirs in your back pocket, you have probably offended your prospective business partner. Of course, it could be unintentional on your part, but knowing those etiquette rules before you go will help you build business relationships rather than losing them from the start.
How important is seniority in your company and are you comfortable working in a culture or with companies that may feel differently?
In some parts of the United States, and often in the US tech startup world, organizations can be very flat. Desks are out in the open together and everyone is encouraged to share their opinions. While this seems natural in that environment, it is not an approach that would go over well in more hierarchical countries. In fact, if you sent team members who were perceived to be junior to an important meeting, you could accidentally be sending a signal that you aren’t really invested in the relationship.
And if you, as their manager, treated employees from those countries as equals, it would be confusing and disorienting to them. Be sure that you understand the differences between your own country’s and the new country’s views on seniority and hierarchy so that you do not unintentionally create an uncomfortable, or worse, insulting situation.
Are you tuned into your company’s approach to negotiating? Will you be able to modify your approach for other cultures?
Know their negotiating style before you start your negotiations. In the United States, the tendency is to start with terms that border on outrageous with the understanding that they will come down from there and land somewhere that is still acceptable. On the other hand, Germans tend to start very close to where they expect the deal to end. Are you clear on how negotiations are conducted in your new market? And how are contracts set? Is it on your word? A handshake? Written and reviewed by a lawyer? Be sure you understand the differences and can send someone who is able to work within the style of the other country.
In your company, do you typically encourage people to challenge senior assumptions in meetings, or do you prefer that they defer to seniority and strive to allow others to “save face”?
It is very possible in the US that you will see junior team members challenging their managers in meetings – in fact, it’s often encouraged and rewarded. In other cultures, it is not acceptable for a junior employee to publicly disagree with their manager. Be aware of how disagreements are voiced in the other countries. Coach your team before you go and be sure to send people to your meetings who understand and are able to follow the cultural guidelines of the country you are in.
Depending on the country, the role of women in the workplace may vary. What role do women play in your company and does that differ from the role they play in business in your prospect country? How you will address women in your interactions if there are differences?
In many Western countries, women play an active role in business and it is perfectly normal to shake hands and interact. In some countries and cultures, while women are involved in business, it may be unacceptable to reach out and shake hands or touch a woman without an indication from her that it is welcome. And how will you react if there are differences between your countries in the roles that women play in business? Study up and be aware so that you can avoid accidentally offending anyone. And if the differences are so great that you cannot yourselves accept or adjust for them, that’s probably not the right country for you.
BE CULTURALLY AWARE IN YOUR INTERNATIONAL BUSINESS INTERACTIONS
This set of questions is useful in getting you to think about how aware you are of differences in business culture from country to country. There are many subtleties that you may not be aware of, but are important to understand. Take the time to study up on the business culture of any country you are considering to make sure you understand, accept, and are able to embrace and work within the context. Your bottom line will thank you.
Related Articles and Content You Might Like:
Podcast: Global Business Communication And Culture – How To Do Business In Germany
A Quick Guide To Business Etiquette In France
A Quick Guide To Business Etiquette In China
A Quick Guide To Business Etiquette In The United Kingdom
And find many more culture-related blogs, podcasts, and videos from Globig.
Join Globig today! Would you like to learn more about international business culture? Start your free Globig membership and learn how cultural awareness will enhance your business interactions around the world. To improve your understanding on many other important aspects of taking your business international, Globig provides you with the framework, market intelligence, resources, and vetted contacts to help you go global. Your membership is free, so join today.
