Table of Contents

Page
Part I. INTRODUCTION. 2-9
1. Travel in Business... 3-5
2. Appearance in Business.. 5-7
3. Body Language Language7-8

Part II. COUNTRY SPECIFIC BUSINESS ETIQUETTE9-14

1.
2.
3.
4.

Arabic Business Etiquette 9-10

Japanese Business Etiquette10-11
German Business Etiquette. 12-13
Indian Business Etiquette 13-14

Part III. CONCLUSION 15

BIBLIOGRAPHY ..17

PART I. INTRODUCTION
According to the business dictionary, business etiquette is a generally accepted behavior,
which may be open to dispute. The professional behavior may be based on custom and morality.
There are social guidelines and manners to be followed in business situations when dealing with
others. (Business Glossary) As Virginia Vary Hudson defines, etiquette is what you are doing,
and saying when people are looking and listening. What you are thinking is your business.
Many people asks, whats the point of learning traditional rules of etiquette and decorum in
todays high-speed, high-tech world of business? Do you really need to spend time thinking
about how to shake hands, what fork to use at dinner, and other soft skills. The answer is a sure
yes, if you care about presenting a professional image, building successful business relationships,
earning the respect of your colleagues and clients, and effectively representing your organization
in a variety of settings. People who are successful and efficient in their careers develop not only
an expertise in their field, but an overall polish in appearance and behavior. They know how to
greet others and make introductions, discuss on many subjects, dine with dignity and treat people
of all levels with respect. (Essentials 1) In this essay, I would like to examine some aspects of
business etiquette and intercultural communication. I will highlight some major characteristics of
four different countries, which could be useful tools in the establishment of a successful business
transaction. I will also argue about the importance of greetings and other communicational skills
between different cultural backgrounds and societies.
While following to proper etiquette is always considered polite in social situations,
when it comes to business transactions, displaying proper etiquette is vital, as a single mistake or
impropriety can cost you money and destroy potential new business relationships. Knowing
the suitable business etiquette for the country of your potential client or partner is the key to
2

success of your business transaction. By following respected and time-honored

business

etiquette traditions, you will effectively proove your own intellect and class, demonstrating
to your foreign business partners that you are worthy and deserving of their attention,
respect and business.(Foreign Trans. 4)
1. Travel in Business
Building global business relationships depends on the essential ability to learn about
other cultures and proper training to help a person adjust once he or she is in another culture.
Whether one is traveling for business or pleasure, new cultures are generally part of the process.
Although there are many differences between cultures in the world, there are also similarities.
The similarities do not get us into trouble, but the differences can destroy a business transaction
or a pleasure trip. Learning some facts and some of the important elements of other cultures, as
well as various travel customs and tips, can help you be successful. Anticipation, support, and
training before venturing abroad can help you meet the challenges of an intercultural assignment
or trip. Employees who work globally should be trained in technical knowledge, such as import
and export laws of other countries, comparative management styles, and business protocol,
etiquette, and ethics. Regardless of how much you learn about another country, always remember
you are dealing with individuals who may or may not retain the aspects of the culture that you
have learned. Stereotypes are as dangerous as ethnocentrism. We are all individuals, and when
traveling abroad you must learn to handle every individual in a different manner. Memorizing
facts about a new culture is helpful; however, the real goal to cultural sensitivity is to be able to
recognize and determine cultural differences, learn about the cultural differences, and respond
appropriately in a new setting. To be culturally sensitive, one must monitor internal and external

cues. The more cultural and emotional intelligence individuals have, the easier it will be for them
to socialize and assimilate in a new culture and build relationships. (Martin, Chaney 1,2)
Because cultural diversity is part of the world, it is necessary to consider that an ethical
behavior in one culture may be seen as unethical in another one. It is important to be cautious
and understand the differences between ethics-based judgments and judgments based on concern
and practicality. Although it may seem that the easiest thing to do is duplicate successful ethics
from the home country to the host country, this type of duplication can be disrespectful of the
host countrys culture. Standards of moral behaviorwhat is right or wrongare the bases of
ethical judgments. If a mentality is based on what is easiest, best, or most effective to achieve an
objective, then it is based on practical ethics. Subjective judgments measure by degrees rather
than by absolutes what is ethical or unethical in a society. People generally disagree as to the
exact difference between ethical and unethical acts.
Currently, many global business managers are trying to use hypernorms, which are norms
that are forming trans-nationally by which all cultures can live. The hypernorm would say that
bribery is wrong and unethical. Although it is true that every major religion considers bribery to
be wrong, bribery still exists in many parts of the world. Political participation (democracy) and
efficiency strategies both would argue that bribery is wrong; however, democracy does not exist
throughout the world, and many economies are not developed to the point of being effective,
hence bribery makes inefficiencies economical. In 30 years, hypernorms may be followed more
than they are today as we work toward transnational norms.
In the business world, four motivations for unethical conduct exist: profits, competition,
justice,

and

advertising. The

three

ranges

of

negotiation

ethics

are

means/ends,

relativism/absolutism, and truth telling. The means/ends question is measured by utility. The
moral value and worth of an act are judged by what is producedthe utility. The players in the
negotiation game and the environment in which the negotiators are operating help conclude
whether the negotiators can justify being exploitative, manipulative, or devious. The
relative/absolute question considers two extremes: either everything is relative, or everything is
without deviation from the rule. Although most people are somewhere between the extremes of
relative and absolute, they debate which point between the two extremes is correct. Of course, it
is a matter of judgment or culture as to what particular point on the continuation is
correct.( Martin, Chaney 5-7)
2. Appearance in Business
In order to conquer the world and succeed you have to pay attention on many aspects
which might seem unimportant at the first sight but they carry deep meaning. First of all, just
like Christopher Lasch points it out, nothing succeeds like the appearance of success. Your overall
appearance is more than the clothes on your back and the shoes on your feet. Image and body
language are critical factors in how you are perceived by others. You must pay attention to the
packaging of your product YOU and you must sell it with enthusiasm or your lack of
enthusiasm will be contagious. The very old expression, Clothes make the man, is partially
true because people form their first impression of others based on appearance.(Essentials 2,3)
Dress Code Lexicon
The following are terms of dress that are often shared verbally or are printed on itineraries and
invitations:

White Tie Full evening dress. Women wear long, dressy gowns, and men wear a black
tailcoat and white pique bow tie or equivalent military uniform. Diplomats wear decorations.
Black Tie Only after 6 p.m.! Women wear short or long evening dresses or very dressy
separates, and men wear a black dinner jacket and black pants (or white dinner jacket, in some
environments). Military personnel wear an equivalent dress uniform. (Beware of Black Tie
Optional; its a guaranteed disaster. Men who dress in Black Tie feel overdressed, and those
who dont feel like party crashers.)
Informal The traditional/historic interpretation of Informal was one step below Black Tie
-in other words, quite dressy. Women wore a very dressy afternoon dress or a short cocktail
dress or dinner suit. Men wore a suit and tie, never a sport coat. Today it is misleading to use the
term informal because of its many interpretations.
Business Casual Skirt and jacket or pant suit for women; sport coat with collared shirt (polo
or dress shirt) without tie for men. Interpretation of this term varies between industries.
Resort Casual Attire suitable for patio parties, luaus, pool-side parties. When in the context of
a business conference/convention, clothes are more dressy than typical backyard attire.
Casual Many industries have an extremely relaxed dress code, and Business Casual or
Casual to one firm or community may not mean the same to another. Always check with your
host and when in doubt, dress one level above what you think will be appropriate in order to look
professional. It is always better to be slightly overdressed than slightly underdressed.
No Dress Stated If event is held immediately after working hours, business attire is
appropriate, or the text of invitation, the occasion for the event or the time of the event will
dictate attire.

All of these elements of your appearance, body language and attire contribute to the overall
impression that you make in those critical first 5 seconds. ( Mackay 2-4)
3. Body Language - Language
Experts on the subject tell us that 50-60% of communication is through body language.
Most of us are unaware that our body language transmits a wide range of emotions and
subliminal messages: confidence, insecurity, anger, annoyance, resistance, mistrust, dominance,
willingness to negotiate, interest, comfort or distress, to name a few. It is critical to think about
our posture, hand gestures, eye movement, facial expression, placement of arms and feet, and
proximity when we are building relationships and trying to convey our message to others. Some
of the positive messages are the following: smile (confidence; approachable; friendly; caring;
empathetic; non-threatening, ready for discussion or negotiation), open posture (arms at your
side; facing others directly/shoulders lined up with others when in conversation), standing up
straight (confidence; reliability; interest; respect), eye contact (research the norms in various
cultures; North America: 60-70% eye contact when in conversation).(Essentials 4,5)
Together with body language, our speaking, and being understood are necessary if we
are to build global business relationships. Therefore it is necessary that we learn the basic history
and culture of the country we are visiting and a few phrases in their language. Although English
may be the international language of business, it is not spoken by everyone, everywhere. Even if
it were, their English is possibly not the same as our. Learning key phrases, such as Do you
speak English, Yes, No, Good day, Good night, Excuse me, Where is the
restroom?, Thank you, Please, and Help can be very useful. Everyone appreciates
someone who tries to speak their language, even if it is only a few phrases. Research has shown

that proficiency in the host language reduces cultural shock due to the ability to effectively
communicate, whereas a lack of knowledge prevents adjustment to a new culture.
Politeness or building rapport is done through the use of language. An element of
language that Westerners tend to give less attention to is that of saving face. Anything that
happens during discussion to cause one of the members to lose face can be devastating to the
relationship in many cultures in the world. Building a relationship or establishing rapport with a
business colleague is the only way to do business in many parts of the world. Rapport has five
domains: the act of speaking, the discourse content, inclusion or exclusion of people present,
stylistic aspects, and the nonverbal domain. Understanding how the host countrys members
speak to one another, what the proper discussion topics are, who to speak to or include in
comments, what style to use, and what nonverbal actions to use can be very important in making
a positive first impression and building a good business relationship. Host-country language
knowledge developes the opportunities for social and daily interactions with host nationals.
Being able to speak the language allows us to have in-depth conversations with the people with
whom we are working, neighbors, and store personnel. The more we speak the language and
learn the meaning of nonverbal cues, the more we have the opportunity to be included in social
interactions. (Martin 23, 24)

PART II. COUNTRY SPECIFIC BUSINESS ETIQUETTE

1. Arabic Business Etiquette

At the start of a meeting, rather than saying "hello" or "good morning," greet the Arab
partner with the traditional Islamic greeting "Assalamo Alaikum," which translates to "May
peace be upon you and may God's blessings be with you." When organizing a meeting, keep in
mind Islamic principles and culture value structure. By creating and staying with a set agenda,
you will prove not only your organization and business savvy, but also your knowledge of and
respect for Arabic business etiquette. When choosing a restaurant, respect Islamic dietary
restrictions. Your Islamic associates may not eat meat, pork, fish or fowl, so be sure there is an
abundance of vegetarian options. Some values respected in Arab countries are consistency
(rather than change), loyalty, predictability (rather than risk) and last but not least, respect for
authority.
In Bahrain smiling and direct eye contact are essential parts of proper business etiquette.
Bahrain partners often gives and expects a kiss on the cheek upon greeting someone. One
country where the lobbies of large hotels are the preferred venue for business meetings is the
United Arab Emirates (including Dubai), as these rooms limit distraction and give attendants
easy access to refreshments. In Saudi Arabia Non-Saudis must obtain official government
permission before entering and exiting the country. Westerners are subject to Saudi Islamic law,
which bans alcohol, drugs, pornography and pork. (Foreign Trans 5) Punctuality is not a
customary virtue in Saudi Arabia. Many Saudis do not even make appointments with specific
start times. Instead, they set appointments for the time between particular prayer times. It is
standard practice to keep supplicants, including foreign business people, waiting. Saudi officials

were traditionally prohibited from working more than six hour per day. Mornings are usually the
most suitable for appointments. Because of the summer heat, some Saudi businesspeople work
after dark. They may request an evening appointment at any time up to midnight. Friday is the
Muslim holy day and because religion is given such a high rank in the culture, no business is
conducted. Most people do not work on Thursdays either. The work week runs from Saturday
through Wednesday.
All countries consider their flag important, but the Saudi Arabian flag is highly essential
to all Muslims. This is because it contains the name of Allah, written in Arabic. Muslims all over
the world object when the Saudi flag is not treated with respect, because it shows contempt for
the name of Allah. For example, when the World Cup is held every four years, many
manufacturers market soccer balls decorated with the flags of every qualifying nation. When the
team from Saudi Arabia qualified, Muslims were outraged the name of Allah was placed on
something designed to be kicked! (Morrison 427,432)

2. Japanese Business Etiquette

The Japanese value trustworthy business partners who represent themselves as humble
and compromising. Also, one has to be prepared to answer direct questions such as How much
money do you make? or How old are you?. These questions are not considered offensive in
Japan, like in other western countries, however asking these questions the Japanese partners are
able to get to know their foreign colleagues. It is proper to exchange business cards at the
beginning of the meeting and it is also customary to bow slightly when handing out your card.
( Foreign Trans 6)

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 Punctuality is very important in Japanese culture as well as business, tardiness is

considered rude. The work week is generallyforty-eight hours without overtime pay, spread over
five and a half working days. Some large firms have instituted a five-day week. While the
Japanese work long hours, few executives take their work home with them. In the realm of
negotiation if a Japanese mentions the phrase Ill consider it may actually mean no.
Negatively phrased questions typically get a yes if the Japanese speaker agrees. For example, a
question such as Doesnt Company A want us? will be answered yes if the Japanese thinks
that Company A indeed does not want you. In English, the answer would be No, they do not
want you. Incorporating the words Im sorry is very useful if one goes to Japan, however it
must be used in a polite way. At work the Japanese are very serious and do not try to lighten
things up with humor. Because of their awareness of Western habits, Japanese will often greet
foreigners with handshakes, however their handshake will often be gentle and it may last longer
than customary in Northern Europe or America. The bow is their traditional greeting.
Because Japan is a high-context culture; even the smallest gesture carries great
importance. Therefore, one has to avoid expansive arm and hand movements, unusual facial
expressions, or dramatic gestures of any kind. The American okay sign (thumb and forefinger
curled in an O) means money to the Japanese. Some Western gestures convey nothing to
the Japanese. These include a shrug of the shoulders or a wink between friends. To get
through a crowd,

the Japanese may push others. There is also a gesture meaning, excuse

me, which involves repeating a bow and

the male female

a karate chop in the air. The Japanese do not accept

touching in public. Men do not engage in backslapping or other forms of

touching. Laughter can mean embarrassment, confusion, or shock, rather than mirth, however
silence is considered useful. ( Morrison 282-6)

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3. German Business Etiquette

When attending a German Business Meeting, German Etiquette is strict and distinct
from that of the United States and of other European countries. In businessmatters, Germans do
not like the unexpected. Sudden changeseven if they mayimprove

the

outcomeare

unwelcome. Whether you know German or use your own language, speaking in complete
sentences are very essential to a business meeting. Make it obvious when a sentence is complete;
dont let your sentences trail off, because in the German language, the most important word in a
sentence is usually the final one. Germans are in the habit of listening for the end of a sentence
and can be annoyed if it doesnt materialize.
The trade fair (a.k.a., trade show) was largely invented in Germany. Germany hosts
almost two-thirds of the international trade fairs, so participation in their conferences is very
important. In Germany advertising is highly regulated. It is illegal in an advertisement to
compare your product to that of a competitors product. You can say that your product is #1,
but you will be required to prove that with objective data. If you cannot, your ad may be pulled
from the airwaves by the German government.
Germans have historically been closed to outside information, and they did not freely
share data among units of the same organization. However, the younger generation is becoming
more open to the outside world. Germans are analytic and conceptual in their
information processing. They are strongly committed to the universal beliefs of their culture.
Friendships are not established quickly, but they are deep and highly selective. Germans depend
upon objective facts. Emotional involvement is unacceptable in negotiations. Once a position is
decided upon, Germans rarely budge, which gives them the reputation for being tough
negotiators. A desire to seek consensus and a widespread respect for order are German

12

characteristics. This is reflected in the German phrase:

be order!). Every German has a

Ordnung muss sein (There must

responsibility to follow the rules, both written and

unwritten. Actions that disrupt this social order are seen as inherently wrong. Decisions must be
made in reference to larger units: society, ones company, and ones family. Decision-making is
slow and involved, as all peripheral concerns must be taken care of in the process. Once a
decision is established, it is unchangeable.
In business situations, most Germans shake hands when they greet, at both the beginning
and the end of a business meeting. The German handshake may be accompanied by a nod of the
head. Although this gesture is subtle, it is important. While Germans are open and generous with
close friends, they tend to be formal and reserved in public. The avoidance of public spectacle I
is reflected in the way Germans will get quite close to each other before offering a greeting. Only
the young and the impolite wave or shout at each other from a distance. (Morrison 178-186)

4. Indian Business Etiquette

The workplace in India has changeddrastically in the last few decadesfrom high-tech
booms to Bollywoodthe pace of decision-making has sped up in many industry segments.
However, traditional elements of doing business essentially remain the same. Networking, faceto-face meetings, and building relationships are still the means to success in India. Indias
government is determined to achieve self-sufficiency, and for decades has rejected offers of
outside help. In fact, after the tragic Boxing Day tsunami of 2004, not only did India decline
outside aid, it provided assistance to its neighbors. Indians tend to be very patriotic, and most
support their governments efforts to increase their countrys prestige. They believe that India

13

should take its rightful place as one of the worlds leading nations and as the leading military
power in South Asia.
In India foreign information is accepted openly as long as it does not challenge religious
and social structures. Because of rote learning and tradition, most thinking is associative.
However, highly educated Indians are more abstractive and analytical. Although worldwide rules
of behavior exist within the social structure, immediate situations and people are of major
concern, but always within the constructs of the caste system.
Tipping in India is more than just a reward for good service; it is often the way to ensure
that things get done. The term baksheesh encompasses both these meanings. Judicious (and
discreet) use of baksheesh will often open closed doors, such as getting a seat on a sold-out
train. Indians appreciate punctuality but do not always practice it themselves. They have less
hurried attitude toward time unlike westerners, the concept time is money is alien to them.
Business in India is highly personal, a great amount of hospitality is associated with doing
business. Tea and small talks are preludes to most business meetings. When refreshments are
offered, it is customary to refuse the first offer, but to accept the second or third. To completely
refuse any refreshment is an insult.
Indians used to greet with their traditional Indian greeting, Namaste. A Namaste is useful
for foreigners in any situation where a handshake might not be acceptable.
also a good alternative to a

It

is

handshake when a Western businesswoman greets an Indian man.

For Indians gestures are very important and they carry deep meaning. Many Indians consider the
head

to

be the seat of the soul.

Never touch someone elses head, not even to pat

the hair of a child. It is considered to be rude and alien. The comfortable standing distance
between two people in India varies with the culture. In general, Hindu Indians tend to stand

14

about three or three and a half feet apart. Pointing with a finger is rude; Indians point with the
chin. (Morrison 222-28)

PART III. CONCLUSION

In the two previous parts weve seen some important aspects and some country specific
tips which could help us in establishing a successful business meeting. In this sense, we can
conclude that business etiquette is a major element in intercultural communication. It offers the
partners the impression of proficiency and a familiarization with the respected culture. It is a way
of showing courtesy and acceptance. If someone is aiming to conquer over a business
meeting, than these aspects must be taken into consideration and should be studied in detail in
order to reach the maximum result.

15

Bibliography

Business Etiquette Essentials

http://www.etiquetteadvocate.com/
Business Glossary
http://www.allbusiness.com/glossaries/business-etiquette/4962599-1.html
DuPont, M.Kay. Business Etiquette and Professionalism. Axzo Press, 1993.
Martin, Jeanette S. Global Business Etiquette. Greenwood Publishing Group, 2006.
Morrison, Terri. Kiss, Bow or Shake Hands. Massachusettes: Adams Media, 2006.
Tanya, Candia. Foreign Translations. Greenville.

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