GIobaIizalion &

CuIlure
Communicating Cross-Culturally:
How Americans are Viewed Abroad in
General and by the French Specifically
April 6, 2014
To effectively communicate, we must realize that we
are all different in the way we perceive the world and
use this understanding as a guide to our
communication with others
~ Anthony Robbins
Conlenls & Conlribulors
1. Global Perception of Americans
2. French Perception of Americans
3. French American Communication Strategies
4. Resources

Wendy Mai
Irena Yordanova
Luis Morejon
Hans Van Order
Michael Jonckheere

GIobaI Iercelion of
Americans
American Values, Hofstedes Model & Management Practices
She's American. She shows her emotions, doesn't hide them and tell you
what you want to hear. She behaves genuinely and impulsively. That is part
of her appeal.

- Annie Ward, The Making of June
GIobaI Auribules of Americans
Positive
Negative
Industrious
Energetic
Inventive
Decisive
Friendly
Sophisticated

Rude
Self-indulgent
Materialistic
Arrogant
Ignorant
Litigious
Many Americans are surprised to discover that foreigners see them
as hurried, overly law-abiding, very hard-working, extremely explicit
and overly inquisitive

GIobaI Viev of Americans

Examples of How Other Countries See Americans
Australia: American teachers never seem to stop going to
school themselves.
Turkey: Why do American drivers stop at stop signs when there
are no other cars around?
Colombia: Work seems to be their one type of motivation.
Japan: Americans still feel the need to say things that are
obvious.
Vietnam: Americans are handy people. They do almost
everything in the house themselves.
Iran: I was shocked when an American professor admitted he
had to look an answer up because he didnt know it. That would
never happen here.
The Netherlands: I was shocked at an American supermarket
when I saw nothing but large or extra large eggs. I guess small
eggs dont exist because theyre bad or denigrating.

L. R. Kohls Survival Kit for Overseas Living: For Americans Planning to Live and Work Abroad, 4
th
ed. (London: Nicholas Brealey
Publishing in association with Intercultural Press, Yarmouth, Maine 2001) pp. 47-49. Based on Kohls (15:47-49); adapted by
Adler, 2007
1. Power Distance: The attitude of a
culture toward power inequalities
amongst a group
2. Individualism: The degree of
interdependence a society
maintains among its members
3. Masculinity: What motivates people,
wanting to be the best (masculine)
or liking what one does (feminine)
4. Uncertainty Avoidance: The attitude
towards the fact that the future can
never be known
5. Pragmatism: How people in the past,
as well as today, relate to the fact
that so much of what happens
around us cannot be explained
6. Indulgence: The extent to which
people try to control their desires
and impulses
Hofslede's 6-D ModeI
Category Definitions
0
20
40
60
80
100
United States
Similar to many westernized
nations, the U.S. scores high
on Individualism and
indulgence and lowest on
Pragmatism
Hofstede, G. (n.d.). THE HOFSTEDE CENTRE. Retrieved March 30, 2014, from http://geert-hofstede.com/national-culture.html

GeneraI American VaIues

Change is good
Finish on time
Equality / Egalitarianism
Individual privacy
Self-help credit
Competition is healthy
The future brings happiness
Action > Inaction
Control over environment
Openness and honesty
Practicality drives decisions
Material acquisition
Impressive scientific and
technological achievement
American Managemenl
Iraclices
When communicating abroad,
Americans tend to bring the
following bias:

Moderate power distance
Low uncertainty avoidance
Low-context communication style
Monochronic time view
Systematic organization style
Universalistic view of life
Doing orientation to activity
American usiness Ilhics
Highly transient and
geographically disperse
society
Relationships more
impersonal and quasi
legal
Legal contracts are the
basis of business
relationships
Operate within the
framework of the law
Source Values
Geographic and historical conditions created an environment where
people were dispersed and pursue individual endeavors. This
created a need for strong legal agreements and, therefore, a
general understanding that bounds of business relationships are
determined by such agreements
America as Vieved by
lhe RIC Counlries
BRAZIL RUSSIA INDIA CHINA

Goldman Sachs forecasted that China and India would become
the first and largest economies by 2050, Brazil and Russia would
claim fifth and sixth place


South Africa joined BRIC countries in 2010 this section focuses on the
original four countries
Herman MiIIer
Research
Cnmpanics whn want tn cstab!ish a prcscncc in
thcsc cnuntrics wi!! havc tn undcrstand cu!tura!
nnrms and wnrk sty!cs and hnw thcy shapc thc
wnrk cnvirnnmcnt...nnc that addrcsscs thc cu!turc
nI thc grnup and thc humanity nI thc individua!.
Why lhe Iocus on RIC`
Nole: Soulh Africa vas inviled and |oined in 2010
becoming RICS.
Iconomy Walch, Conlenl Team
BRIC-Acrnnym Inr: Brazi!-Russia-India-China.
Thcsc natinns arc bnth thc Iastcst grnwing and
!argcst cmcrging markct ccnnnmics -- Thcy
accnunt Inr a!mnst thrcc bi!!inn pcnp!c, nr |ust
undcr ha!I nI thc tnta! pnpu!atinn nI thc wnr!d.
Ana Dulra, Iorbes Magazine
Bringing in cxpats tn thcsc cnuntrics tn !cad
nrganizatinns. has prnvcn cxpcnsivc and
cha!!cnging as nn-bnarding and cu!tura!
assimi!atinn can bc barricrs tn succcss Inr
"impnrtcd" cxccutivcs!anguagc, habits, and
abi!ity tn cnpc with snmctimcs uncnnvcntinna!
ways nI dning busincss arc thc kcy cu!prits.
G!nba!izatinn, tcchnn!ngica! changc, sncia!
rcspnnsibi!ity, cnmpctitinn. Imaginc having tn
nrchcstratc !imitcd rcsnurccs in thc Iacc nI thcsc
nppnrtunitics and thrcats. Individua!s arc nccdcd
whn can !cad !cadcrs thrnugh dimcu!t chniccs and
drivc actinns tnward va!ucd gna!s.
}uIie ChesIey, IhD
Ieerdine MSOD Direclor
U.S. & RIC
!"#$%&' (")*&
,-.%/$0*
1$2-3-2#/4-.5 6/.0#4-$-%' 7$0*&%/-$%'
83"-2/$0*
(&/95/%-.5 1$2#49*$0*
!"# $% &' () $( )( (*
+,-./0 (& 1* $& 2( $$ 3&
4566/- &1 1& 1( &3 *' )%
789/- 22 $* 3( $% 3' )(
:;/8- *% )% (( 1% *2 )$
Natural cultural dimensions Geert Hofstede
Liberly and
|uslice for aII

Work hard IIay

hard
Iassionale and
demonslralive
ReaIize imuIses
lo en|oy Iife and
have fun
ReIalionshis
are cruciaI in
oblaining
informalion
ImIicil
Communicalion
Arecialion for
hierarchy
AImosl famiIiaI
roleclion by
ImIoyer
Acl in inleresl of
grou over
individuaI
AbiIily lo adal
lradilions and
ersevere
raziI
IeoIe Iive lo vork, maleriaIislic
Knov-il-aII's, vanl lo exIain every delaiI
Career-orienled, don'l lake lime lo en|oy Iife
Way loo much concern over limeIiness
UndervaIue reIalionshis vhen negolialing
TechnoIogicaIIy savvy
Ambilious and generous
Obsessive aboul sorls and gambIing
DisreseclfuI of olher's lradilions
Addicled lo fasl-food
Iducalion is highIy vaIued
What's Ynur Opininn nI thc U5?
lt ls true thut IubeIlng peopIe
from u certuln ethnlc group us
bud" ls not ethlcuI, but grouplng
lndltlduuIs lnto cutegorles ls
nelther good or budlt slmpI
reduces compIexlt to munugeubIe
proportlons."
Nancy Ad!cr (2008)
Adler, N. (2008). International Dimensions of Organizational Behavior (5th edition). Cincinnati, OH: Southwestern College Publishing.
Russia
"In lhe American mind, change is seen as an indisulabIy good condilion. Change is
slrongIy Iinked lo deveIomenl, imrovemenl, rogress, and grovlh.
American's Ianguage is hIIed vilh references lo lime, giving a cIear indicalion of hov
much il is vaIued. Time is somelhing lo be on, lo be kel, hIIed, saved, used, senl, vasled,
Iosl, gained, Ianned, given, made lhe mosl of, even "kiIIed.
"Many Americans are addicled lo vork and Ieave no or IiuIe lime for resl and reIaxalion. I
Iived in an American famiIy for aboul 10 monlhs and had a Iol of oorlunilies lo become
convinced of lhis.
Whal lhe Americans caII InformaIily and Direclness I vouId caII rudeness and Iack of
ubringing.
Americans gol used lo lhe lhoughl lhal lhey shouId nol do any |ob vilhoul being sure lhal
lhey vouId gel somelhing for il. They make money oul of everylhing.

American VaIues Through Russian Iyes, OIga Zalseina, IhD

What's Ynur Opininn nI thc U5?
WhlIe lt ls lmportunt to understund und respect the other cuItures polnt of tleu, lt ls
not necessur to elther uccept or udopt lt. Nancy Ad!cr (2008)
Adler, N. (2008). International Dimensions of Organizational Behavior (5th edition). Cincinnati, OH: Southwestern College Publishing.
India
Nol very reIigious
Mosl eoIe ovn guns
Higher drug use and simiIar vices lhan in India
Never aIIov lhemseIves lhe Ieisure lo en|oy Iife,
loo many lhings lo do
Very high crime rale
SeIhsh and seIf-cenlered
Lack of resecl and arecialion for lhe eIderIy
Don'l seak roer IngIish
Dress loo rovocaliveIy
CharilabIe and heIfuI

What's Ynur Opininn nI thc U5?

Perceptlon ls seIectlte, cuIturuII
determlned, und lnuccurute. We
ure not born seelng the uorId ln u
purtlcuIur uu ruther, experlence
teuches us to percelte the uorId ln
speclfc uus.
Nancy Ad!cr (2008)
Adler, N. (2008). International Dimensions of Organizational Behavior (5th edition). Cincinnati, OH: Southwestern College Publishing.
China
My deeesl imression aboul America is WaII Slreel and ils
hnanciaI induslry. AIso, Americans are oIile. 23, 7-IIeven
Cashier

America is rich and lhings lhere aren'l exensive. Meal is

chea, bul lhe rice of vegelabIes is higher. And many
Americans are fal. 18, high schooI sludenl

Americans are bad and lhey're lrying lo sIil every counlry

inlo lvo, Iike China, Korea, and lhe Soviel Union.vanls lo
be lhe vorId oIice and lake over lhe vorId. 43, reslauranl
ovner
America is a free and democralic counlry, vilh good sociaI
ruIes and civiIized eoIe. 67, lechnician

AIlhough China runs lrade surIuses vilh lhe US and hoIds

Iarge amounl of US debl, China's Ieading oIilicaI anaIysls
beIieve lhe Americans gel lhe beuer end of lhe deaI by using
chea Chinese Iabor and credil lo Iive beyond lheir means.
eIieve lhal China viII nol ruIe lhe vorId unIess lhe Uniled
Slales vilhdravs from il.
What's Ynur Opininn nI thc U5?
AIthough ue mu thlnk thut the
blggest obstucIe to conductlng
buslness uround the uorId ls
understundlng forelgners, the
greuter dlgcuIt uctuuII lntoItes
becomlng uuure of our oun
cuIturuI condltlonlng."
Nancy Ad!cr (2008)
Fat, Pompous, Free: How Chinese View America & Adler, N. (2008). International Dimensions of Organizational Behavior (5th edition).
Cincinnati, OH: Southwestern College Publishing.
Irench Iercelion of
Americans
Now that we have reviewed a global view of Americans and
provided some details regarding the BRIC countries views,
lets take a deeper look at the French view of Americans
Americans are just beginning to regard food the way the French
always have. Dinner is not what you do in the evening before
something else. Dinner is the evening.

- Art Buchwald
Americans in Irance
Charactcristics Frcnch
Mnst Cnmmnn!y
Assnciatc with Amcricans

Industrinus
Encrgctic
Invcntivc
Dccisivc
Fricnd!y
Charactcristics Frcnch
Lcast Cnmmnn!y
Assnciatc with Amcricans

Lazy
Rudc
Hnncst
5nphisticatcd
The Irench lend lo be highIy deduclive. Norlh Americans, arlicuIarIy US Americans, lend lo
be highIy induclive. IeoIe in cuIlures vilh a deduclive lhinking slyIe are comforlabIe vilh
abslraclions. In an argumenl, discussion or vriuen resenlalion, lhey refer lo go from lhe
generaI lo lhe secihc and lo deduce facls from generaI rinciIes.

Cu!tura! Traps:

If you come from a cuIlure vilh an induclive lhinking slyIe, you may become imalienl vilh
negolialing arlners vhose lhinking slyIe is deduclive. You may vish lo slarl vilh a discussion
of secihc ilems bul your negolialing arlners may insisl on beginning vilh a discussion of
generaI rinciIes.

Adler, N. (2008). International Dimensions of Organizational Behavior (5th edition). Cincinnati, OH: Southwestern College Publishing.
http://www.bodylanguagecards.com/culture/38-thinking-style-deductive-or-inductive

Irench Iercelion of U.S.
Conlrary lo vhal many Americans beIieve,
lhe image of lhe USA in Irance is very
good and lhe Irench have a reIaliveIy good
knovIedge of lhe counlry and of ils
cuIlure, cerlainIy much beuer lhan lhe
knovIedge of Irance by Americans.
The image of America and Americans is
very osilive in Irance and il is easy lo see
lhal lhe Irench Iove American movies, lhe
American vay of Iife elc.. and admire
American sociely. Il is aIso a facl lhal
Americans, as ersons, are considered very
friendIy and never sub|ecl lo aggressive
behavior from Irench eoIe.
NeverlheIess, Iuroean and Irench anli-
Americanism does exisl and il has laken,
lhroughoul hislory, severaI forms in IargeIy
sread slereolyes.
http://www.understandfrance.org
Anli-American Slereolyes
Thc Frcnch scc thc Amcricans as ...

Arroganl and sure lhey are aIvays
righl and good, moraIizing and very
reIigious
#$%&'()*%$)+(),% (ie, eoIe vho are
naive and have no, or a loo shorl, hislory)
IeoIe vho have free access lo guns
and vho use lhem lo shool each olher
vhen lhings go vrong
IeoIe vho are arch-cailaIisls and
onIy lhink aboul money
IeoIe vho do nol undersland olher
nalions and vhose ress never addresses
inlernalionaI issues
IeoIe vho do nol lake crilicism
Ior an American il is hard lo conceive
lhal a counlry oeraling as Irench can be
lhe hflh vorId economic over
-.-/012304567589
7:;)&,<$:(=;'>?';@$()A;?),'B$%C
D'()A$B%,<$;)EF;)$G<BA<hus
neter been ut uur GB,<,<$1H7C(%
;@@;%$*,;12IJKKLMJNJOPC
Q$':()FIJRJKMJRSJPCH@(B)
IJNRNPC.,(EFIJRSOP()*T?%%B(IU;E*
4('P9
http://www.understandfrance.org
SlereolyicaI Dierences

IRINCH are highIy imIicil essimisl and

negalive : vaIue asl , good al anaIysis and
crilicism
conlexluaI: "il deends"
Iike vhal is comIex
Iying is no big deaI
vanl lo be indeendenl
based on being a member of a grou
lry nol lo gel caughl, signing a conlracl is |usl
lhe beginning
lhe conlracl is slrongIy associaled vilh lhe
reIalionshi
if lhe olher one vins, il means lhal I'II Iose
IING: you are |udged on vhal you are
vaIue quaIily of Iife

AMIRICANS are highIy exIicil olimislic

and osilive : vaIue resenl and fulure, good
al aclion
binary: "il is lrue or faIse"
Iike vhal is simIe
do nol Iie (il is bad)
vanl lo be Ioved
sociaI idenlily is based on lhe individuaI
Iav and conlracls musl be resecled,
everylhing is in lhe conlracl once il is signed
a conlracl is nol Iinked lo lhe reIalionshi
rocess orienled: everylhing musl be cIear
and documenled, reacls as Ianned
lry lo gel a vin-vin deaI
DOING: you are |udged on vhal you do
vaIue quaIily of vork
D'$)A<VB*%E$('),<$@'B)AB@E$;+(?,<;'B,F9
5<$B':;,<$'%(F%WXY$&;;*Z9
HA<;;E%<$E@7:$'BA()VB*%Y$A;:$B)*$@$)*$),
()*(?,;);:;?%9
5<$B':;,<$'%(F%WX<([$+?)Z
http://www.understandfrance.org
InlercuIluraI Dierences



Frcnch arc

Frcnch 5ccn by
Amcricans
Amcrican arc Amcricans 5ccn
by Frcnch
Conlexl
HIGHT
CONTIXT
a Iace musl be
Iefl for adalalion
and inlerrelalion
everylhing is in
lhe reIalionshi
disorganized
unsincere
nol disciIined
LOW CONTIXT
everylhing
musl be cIear
everylhing is in
lhe conlracl
boring
disreseclfuI
nol crealive
Time
IOLYCHRONIC
scheduIe
indeendenl
you can be Iale
if you had
somelhing beuer
lo do
nol focused
disersed
MONOCHRONIC
lime is money
exaclilude is
essenliaI
loo much inlo
delaiIs
bureaucralic
InlerersonaI
Dislance
SMALL ULI
securily is being
arl of a grou
louch you loo
much
IG ULI
avoid hysicaI
conlacl
arroganl and
dominaling
http://www.understandfrance.org
usiness Dierences
Amcrican Imprcssinn nI thc Frcnch

Frcnch Imprcssinn nI thc Amcrican

IeoIe Iike lo knov a IiuIe bil of everylhing Iach erson is a seciaIisl in his/her ovn heIds
IeoIe vork in lhe middIe of everyone eIse
IeoIe vork individuaIIy lo do lhe |ob lhey are aid
for vilhoul queslioning anylhing
IeoIe Iike lo knov vhal everyone eIse is
doing
IeoIe don'l Iook Iefl or righl, lhey go slraighl ahead
vilh lheir secihc |ob
Decisions are rareIy vilhoul discussion and
argumenl
When a decision is laken, lhere is a 'sleam roIIer'
eecl and no argumenl
Il's dicuIl lo gel rid of everyone
There's IiuIe |ob securily. IeoIe are hired and hred
vilh no reason or argumenl vilhin 15 days
There's a cIear hierarchy - eoIe even seem lo
be over-suervised
IeoIe are suerhciaIIy reIaxed bul lhe boss is lhe
boss
Seniorily is by age and ascribed. Seniorily is by meril and achievemenl
If you make a mislake, you viII admil lo il If you make a mislake, you're roud lo admil il
Rn!c nI Managcmcnt in Francc
Ixerl
Give recise ansvers lo mainlain
credibiIily

Rn!c nI Managcmcnt in U.5.

IrobIem soIver
Iroviding direcl ansvers diminishes
inilialive, crealivily & roduclivily
http://www.understandfrance.org Adler, N. (2008). &

Make him
counl
1,2,3,4,...
Irench viII slarl vilh lhe lhumb and end
vilh lhe IiuIe hnger
An American viII slarl vilh lhe IiuIe
hnger, and end vilh lhe lhumb
Make him
vaIk Irench viII be much slier
An American viII move his arms and
lake-u a Iol of sace
Iul him in an
eIevalor Irench viII lry lo avoid any eye conlacl An American viII laIk aboul anylhing
Make him say
"everylhing is
OK Irench viII ul his lhumb urighl
An American viII form a circIe |oining
hislhumb and index (in Irench, lhis
geslure means : "zero")
Make him
hug
Irench, Iike lhe Sanish vilh his abrazo,
viII acluaIIy louch lhe body of lhe olher
erson and acl as if he vas en|oying il
An American viII Iook as if he vas afraid
of bad brealh, slay as far as ossibIe and
give a big sIa on lhe back of lhe olher
erson
In|oy a meaI
vilh him
Irench viII ul his bread on lhe labIe and
ul his hands on lhe labIe
An American viII ul his bread on his
Iale and viII ul his hands on his lhighs
Non-VerbaI Communicalion
http://www.understandfrance.org
Iamous Quoles

In Iaris lhey simIy slared vhen I soke lo

lhem in Irench, I never did succeed in making
lhose idiols undersland lheir ovn Ianguage
(Mark Tvain)

The Irench comIain of everylhing, and

aIvays (onaarle)

You knov lhe lroubIe vilh lhe Irench, lhey

don'l even have a vord for
"enlrereneur (G.W.ush)
Whal's lhe quickesl vay lo make a rohl` uy
a Irenchman for vhal he's vorlh and seII him for
vhal he lhinks he's vorlh.

America is lhe onIy nalion in hislory vhich

miracuIousIy has gone direclIy from barbarism lo
degeneralion vilhoul lhe usuaI inlervaI of
civiIizalion (Georges CIemenceau)
When good Americans die, lhey go lo Iaris
(Oscar WiIde)
Hov il is dicuIl for Americans even lhose of
good viII lo nol consider lhemseIves lhe cenler of
lhe universe! (Simone de eauvoir)

Nolhing viII amaze an American. (}uIes

Verne)

http://www.understandfrance.org
Underslanding lhe
Irench Iercelion
The mosl dicuIl skiII in communicaling across cuIlures
invoIves slanding back from yourseIf, becoming avare lhal
you do nol knov everylhing, lhal a silualion may nol make
sense, lhal your guesses may be vrong, and lhal lhe
ambiguily in lhe silualion may conlinue. In lhis sense lhe
ancienl Roman diclum knovIedge is over becomes lrue.
Having lhe avareness, you can conlroI your ovn behavior
and reaclions lo olhers. (AdIer)
Underslanding lhe saIienl business, cuIluraI and organizalionaI
issues makes il ossibIe lo be a Iayer on lhe gIobaI slage and
eecliveIy conducl business as an OD raclilioner.
Adler, N. (2008). International Dimensions of Organizational Behavior (5th edition). Cincinnati, OH: Southwestern College Publishing.
Irench Communicalion SlyIe
The Irench conversalion slyIe, eseciaIIy in business, uls an cmphasis nn bcing dircct
and qucstinning. The Irench are mosl recelive lo ralionaI resenlalions lhal are veII
organized and resenled, and viII resecl a Iov-key manner (avoid yeIIing, hand-vaving
or hyerboIe) used lo c!car!y high!ight bcncts.

Arguing is a frequenl asecl of business negolialion, bul lhis is nol aboul vinning a
oinl, or aboul inlimidalion: lhis is a vay lo anaIyze osilions, again lhrough a
deendence on and grcat rcspcct Inr !ngica! thnught, vilh a Iack of Iogic vieved as al
besl sIoy and al vorsl Iacking in inleIIigence or meril. usiness discussions are
inleIIecluaI exercises, and shouId be lrealed as such.
Hnw ynu arguc a pnsitinn in Francc is oflen as imorlanl
as lhe argumenl ilseIf, and serves as a cIear indicalor lhal
you lake lhe vork seriousIy and are caabIe of nuanced
lhoughl.

E!nqucncc is sccn as a cardina! virtuc in Francc, and

Irench managers have been knovn lo rise lo lheir
osilions, and run lheir businesses, in arl lhrough lhe
force of lheir rheloric. Long-lerm reIalionshis are a slabIe
of Irench business deaIing, and geuing lo knov a erson is
done in arl lhrough reading hov lhey resenl lhemseIves
and lheir ideas. hu://vvv.iblimes.com/doing-business-france-8-cuIluraI-cues-make-or-break-deaI-368258

Imacl of CuIlure on usiness

The Irench vay of doing business is very cIoseIy
connecled lo Irench cuIlure. Irench eoIe, eseciaIIy
lhose in business, couIe a dee ride in lheir ovn
counlry vilh an abiding curiosily aboul olher
cuIlures, and rcspcct snmcnnc whn can spcak abnut
thcir cnuntry's cu!turc, histnry and pn!itics in an
cducatcd and c!nqucnt way.

CuIluraI cues are eseciaIIy imorlanl in Irance

because of lhe rigid barriers mosl Irenchmen and
vomen drav belveen lheir ubIic and rivale Iives,
and lhe hicrarchica! systcm in vhich Irance's
business vorId oerales.

Irance uls a remium on individuaIily, vhich aIIovs for bolh freedom of

oinion and vcry scparatc sncia! and pcrsnna! !ivcs. This same rinciIe exlends
lo a cu!tura! mistrust nI unccrtainty and ambiguity in busincss, vilh slricl
aucntinn tn ru!cs and rcgu!atinns, aIIoving everyone lo knov lheir Iace even as
friendshis vilhin a sel sociaI circIe rove inlimale and incredibIy Iong-Iasling.
http://www.ibtimes.com/doing-business-france-8-cultural-cues-make-or-break-deal-368258

Imacl of Hislory on iz-Sociely

The hislory of Irance - cuIluraI, socioeconomic and IegaI lradilions inuence lhe
ideas, execlalions and raclices vilhin lhe counlry. The Irench Slale has Iayed a
cenlraI roIe in lhe lradilionaI raclices, and in lhe rocess of changing lhese
raclices.

Irance is one of lhe vorId's Iargesl economies and il remains characlerized by lhe
signihcance of lhe ubIic seclor. This ccnnnmic structurc is vcry dicrcnt from
lhose lhal revaiI in lhe AngIo-Saxon counlries, and lhis inuences lhe reIalionshi
belveen business and sociely. Governmenl inlerference lhrough formaI Iavs in
Iabor-managemenl reIalionshis and in managemenl is videIy acceled. The
}acobean lradilion of Slale monooIy on roviding for lhe generaI inleresl of
sociely hnds ils rools in lhe Irench RevoIulion.

Iealures of Irench business-sociely reIalions lhal dierenliale lhe Irench cuIlure:

The slrong roIe of lhe Slale
Mislrusl lovard rivale aclors lo rovide generaI good
Cerlain skelicism lovard lransarency
Whereas codes of conducl in lhe U.S. comanies are moslIy adoled uniIaleraIIy
by lo managemenl, lhe Irench Iabor Iav requires comanies lo inform and
consuIl vilh lhe vorkers' reresenlalives.

Antal, A. B., & Sobczak, A. (March 01, 2007). Corporate Social Responsibility in France: A Mix of National Traditions and
International Influences. Business & Society, 46, 1, 9-32.

Ior lhe slale as reguIalor, il has rolecled lhe Irench economy from exlreme
voIaliIily, bul lhal goes for lhe uside loo. A more slabIe economy aIso means a
Iess dynamic, Iess innovalive economy. Ior aII ils osilive eIemenls, lhe Irench
modeI has nol yel incororaled enough exibiIily, Ieaving il vilh lhe lask of
ensuring soIidarily, bul nol lhe dynamic grovlh needed lo suslain il.

As a rovider, lhe governmenl laxes emIoyers and emIoyees vilh such heavy
sociaI-securily conlribulions lo ay for aII lhe heaIlh and veIfare lhal il ends u
delerring hrms from crealing |obs in lhe hrsl Iace.

One reason vhy Irench vorkers are more roduclive er hour lhan Americans is
lhal hrms emIoy so fev of lhem. Many make videsread use of rolaling inlerns
and lems. Irance's |obIess rale (8.6%) may nov be lhe same as America's (8.5%).
ul, unIike America's, il never faIIs much beIov 8% even in good limes.

The CoIberlisl engineering Irench cuIlure is much beuer al devising and

managing big Ianned ro|ecls lhan il is al deaIing vilh bouom-u ideas and
uncerlain markels. Irance Iacks slarl-us, and ils smaII hrms have dicuIly
groving. HardIy any of lhe biggesl comanies Iisled on lhe Iaris bourse vere
founded in lhe asl 50 years.

Imacl of iz Selu on Iconomy

http://www.economist.com/node/13610197

Communicaling vilh
lhe Irench
Understanding how Americans are viewed by the French is
important. Understanding how this translates to effective daily
communication with the French is even more important

Boy, those French! They have a different word for everything.

- Steve Martin
Levis ModeI of Cross CuIluraI Communicalion
A Word of Caulion aboul Communicalion.
The greater the difference between senders and receivers
backgrounds, the greater the difference in the meanings they
attach to particular words and behaviors. Adler
Tis for Communicaling vilh lhe Irench
The French are extremely proud of their language, and there
may not be another culture that so regards the language it
speaks as such a symbol of the country itself
While English is widely spoken, the French expect you to respect
their language and at least make an attempt to learn basic
conversational phrases
One should apologize early for lack of fluency in French
Learn some
French!
The French communication style is filled with interruption and
questioning, to communicate effectively, learn to question,
interject, and defend your views
Arguments are seen as a logical step in presenting an opinion
these arguments are typically not dramatic and are kept low-
key. Do not confuse debate with conflict
Debate is
appreciated and
expected
Written correspondence is formal and impersonal, the French do
not often mix personal information with business issues
In written and verbal communication, use titles and formal
greetings (bon jour, bon soir, sil vous plait, etc)
The French are very observant of rank, men will stand up when a
superior enters the room
Correspondence
is formal
In a business setting avoid asking personal questions unless
invited to do so. The French maintain a boundary between
personal and professional lives.
The French love to talk about food this is an easy and safe
subject to cover with them
Communicate
within boundaries
http://www.iorworld.com/skoda-forum/france-pages-495.php & http://businessculture.org/western-europe/business-culture-in-
france/business-communication-in-france/
Tis for Communicaling vilh lhe Irench
Attempting to be funny is not recommended unless you speak the
language well and understand their type of humor and culture
Beware of Humor
However, the business might not be spoken of until the very end and
sometimes not at all
Business lunches
are a way of life
The French appreciate a logical, rational, professional, and
comprehensive approach to presentations
PowerPoint presentations should be deductive instead of inductive
build up to the conclusion with logic and rationality and then present
the findings rather than the other way around
Presentations
should be formal
and well-prepared
The French shy away from speaking of earnings, money, or financial
status
The I came from nothing and worked my way up story does not
impress the French and indeed they may question why you would
want to speak of such humble beginnings
Beware of status
and hard luck
stories
http://www.iorworld.com/skoda-forum/france-pages-495.php & http://businessculture.org/western-europe/business-culture-in-
france/business-communication-in-france/
Tis for Communicaling vilh lhe Irench
The French consider themselves worldly and do not observe
the taboos of politics, religion, and sex as many Americans
do
Be prepared to discuss politics and at least learn a little
geography and a bit of history (any criticism of Napoleon is
highly discouraged)
Knowledge of
local history &
customs are
important
Maintain direct eye contact while speaking to an individual
Good posture (hands out of pockets wrists on the table)
Gum chewing, snapping fingers, and slapping your palm with
your fist are considered vulgar
Adjust to and
respect visual
cues
The French typically will not make eye contact or greet a
stranger on the street as they value their personal space. They
also do not smile frequently, as they believe smiling should take
place only when there is a supporting reason to do so.
The French are reserved in their use of facial expressions in
general. Do not interpret this as rudeness.
Eye contact and
smiling
http://www.iorworld.com/skoda-forum/france-pages-495.php & http://businessculture.org/western-europe/business-culture-in-
france/business-communication-in-france/
\5<$:;%,
?)B[$'%(E
]?(EB,FB%
*B[$'%B,F9Z
(Monlaigne)
LN
References
Adler, N. J. (2008). International Dimensions Of Organizational Behavior (5th ed.). Mason, OH: Thomson Higher Education.

Antal, A. B., & Sobczak, A. (March 01, 2007). Corporate Social Responsibility in France: A Mix of National Traditions and International Influences.
Business & Society, 46, 1, 9-32.
Dutra, A. (2012, July 01). The Talent and Leadership Gap in Developing Countries. Retrieved April 1, 2014, from
http://www.forbes.com/sites/anadutra/2012/07/01/the-talent-and-leadership-gap-in-developing-countries/
Fat, Pompous, Free: How Chinese View America [Web log post]. (2014, March 21). Retrieved March 28, 2014, from http://blogs.wsj.com/
chinarealtime/2014/03/21/how-do-chinese-people-view-america-2/tab/interactive/
Herskovitz, J. (2013, March 26). FACTBOX - BRICS emerging powers grow in global strength. Retrieved March 30, 2014, from
http://in.reuters.com/article/2013/03/26/brics-summit-factbox-idINDEE92P09120130326
Hofstede, G. (n.d.). THE HOFSTEDE CENTRE. Retrieved March 30, 2014, from http://geert-hofstede.com/national-culture.html
I. (n.d.). Cultural Insights: France. Retrieved March 31, 2014, from http://www.iorworld.com/skoda-forum/france-pages-495.php

Jones, M. (2011, November 10). Doing Business in France: 8 Cultural Cues That Make (or Break) a Deal. Retrieved March 28, 2014, from
http://www.ibtimes.com/doing-business-france-8-cultural-cues-make-or-break-deal-368258

Nathan, A. J., & Scobell, A. (2012, August 25). How China Sees America. Retrieved March 26, 2014, from
http://www.chinausfocus.com/foreign-policy/how-china-sees-america/
P. (n.d.). French Business Culture [Web log review]. Retrieved March 30, 2014, from
http://businessculture.org/western-europe/business-culture-in-france/business-communication-in-france/
Rochefort, P. (2014, March 10). Better understand France and the French. Retrieved March 29, 2014, from http://www.understandfrance.org/

Rolls, D., & Shermeister, G. (1998). Thinking style: Deductive or inductive? Deep in the Cultural Iceberg. Retrieved March 30, 2014, from
http://www.bodylanguagecards.com/culture/38-thinking-style-deductive-or-inductive

Vive la diffrence! (2009, May 09).The Economist. Retrieved March 30, 2014, from http://www.economist.com/node/13610197

Watch, E. (2010, January 29). Economy Watch - Follow The Money. Retrieved March 28, 2014, from
http://www.economywatch.com/international-organizations/bric.html

Zatsepina, O. (2009). Russian Community Journal. Retrieved March 30, 201, from http://www.russianleader.org/article.asp?aid=246