US-China Foreign Language, March 2017, Vol. 15, No.

3, 204-208

doi:10.17265/1539-8080/2017.03.007

Study on the Differences of Business Etiquette Between China

and America From the Perspective of Cultural Dimensions

ZHAO Hong-xin, YU Gao-feng

University of Shanghai for Science and Technology, Shanghai, China

Hofstede, G. (1991). Cultures and organizations: Software of mind. New York: McGowan-Hill.

Cardon, P. W. (2005). Face: Western and eastern perspectives (172-184). Reston, VA: National Business Education Association.

Study on the Differences of Business Etiquette Between China and America from the
Perspective of Cultural Dimensions

Business etiquette varies with different cultural background and researches on business
communication difference can not only affect the business transaction of the two countries,
but also influence the development of world business communication.

FOUR IMPORTANT CULTURAL DIMENSION THEORIES

 FOUR ASPECTS, INCLUDING POWER DISTANCE, UNCERTAINTY
AVOIDANCE, COLLECTIVISM AND INDIVIDUALISM, AND MASCULINITY
AND FEMININITY

POWER DISTANCE IN BUSINESS ETIQUETTE

Power distance refers to social members’ adaptation degree on the phenomenon of unfair
power distribution.
Generally speaking, hierarchic factors usually exist in countries with higher power index,
where several differences can be amplified, including age, gender, and generational and
social status. In contrast, countries with a lower distance index are different. Hofstede’s
research shows: Of all the investigated countries, the average power distance index is 55
among them; the index of China is 80.
Some Chinese idioms have shown this phenomenon, for instance, “Officials should be
subject to
their monarch”, “Son should be subject to his father,” and “Wife should be subject to her
husband”.
Confucianism believes that only each class keeps its etiquette, the social order could be
stabilized. So in China’s business situation, no matter how close their personal relations
are, it is common for the inferior to use the names of occupations or positions as formal
titles, such as Manager Wang, Supervisor Li, and Consultant Zhang. In this way, on the
one hand, the subordinate can show his respect for the superior; on the other hand, the
superior can gain respect from that humble behavior.

In China, it is a tradition to serve a feast for their guests on some special occasions, such as
wedding, funeral, and marriage. At that time, there were some strict rules for a guest to
choose a right seat, which also applies to business banquets:
The seat, which locates in the middle and faces the door directly, is the seat of honor
(Cardon, 2005). There is no doubt that these positions must be arranged strictly according
to guests’ degree of being admired, that is to say, people who belong to the old generation
and high-status group have more opportunities to get such special seats

UNCERTAINTY AVOIDANCE IN BUSINESS ETIQUETTE

Chinese employees always follow the inherent management rules and regulations in
company, because they feel headache about system reform and never want to get the risk of
potential salary cut and unemployment.
Similarly, the company’s managements also hold this view, which causes a quite common
phenomenon in private companies: Even if employees have some advice for company’s
internal operations, they still dare not offer proposals easily. Because in traditional Chinese
society, proposals offered for leaders (from ordinary staff) are not only confined to
proposal itself, but also a lot of personal complaints about the leader. What is more, the
inferior will take a risk of getting into trouble with the superior and suffering himself, if his
superior does not agree with his proposal. Thus, in this kind of culture, the inferior will
follow the intangible business etiquette above and try his best to avoid the occurrence of
such uncertainty.

COLLECTIVISM

The thought of Great Unification is an altruism-driven culture, which is also an essential

part of Chinese ancient culture and ideology. It is common to see that no matter what the
speaker wants to talk, the subjective must be some united words, like “we”, for example, if
a quick-minded employee is the major force of landing a big contract successfully, he
would stress out that he is just a member of the whole collective and he would have
achieved nothing without the endeavor of his far-sighted leaders and enthusiastic
colleagues, in a word, he would attribute the whole success to the entire group which he
belongs to. In addition, when it comes to decisions on major events, most employees usually
follow the principle that “the minority is subordinate to the majority” in case of losing face;
otherwise, he could be regarded as “a heterogeneous man” with no manners or business
etiquette if he is stubborn and disputes with others for a long time. Likewise, they also need
to consider other people’s feelings and leave others room consciously when they express
their opinions, even if they have personal disputes with someone, which also show their
wise, implicit, and humble memes in business activities.
MASCULINITY AND FEMININITY IN BUSINESS ETIQUETTE
In China, the space distance between two employees reflects their potential intimacy
level. For example, if two employees gained the same status in the company, the closer their
relationship is, the shorter their body distance is and some colleagues even can talk
personal privacy to bond closer to each other. In addition, Chinese people always attach
importance to relations with partners and the maintenance of the regular customer by
being enthusiastic as much as possible, in order to expand their business networks or avoid
drawing water into others’ mill.

A Comparative Study on the Differences of Chinese

and American Business Etiquette Between China and
America from Cross-Cultural Aspect
Tingting Xiao1,*
1 Foreign Languages Department, Jilin Institute of Chemical Technology, Jilin, Jilin 132022, China
*Corresponding author. Email: 13106895@qq.com

Succeeding in business requires not only mastery of one's job but also mastery of the consideration for others.
International exchanges have become frequent. Business etiquette plays a crucial role in the smooth progress of
international business activities. Good manners are cost-effective because they not increase the quality of life in
the workplace, contribute to optimum employee morale, and embellish the company image. Since China is a large
international country, there are more and more international trades.

The traditional Chinese mindset is to be friendly and humble. Chinese people are very particular on language
expression, which is not direct. Therefore, it is also fully reflected in business contacts. Second, time arrangement
is very necessary. For instance arriving at the appointed place in advance shows the respect to each other.

Etiquette is a very important way of intercourse. Paying attention to etiquette can improve personal cultivation
and promote the success of business activities. Business etiquette is the code of conduct that business workers
should observe in their posts.
GIFT GIVING

China is a nation with a lot of etiquette. With the increasing degree of social openness and international
exchanges, business communication with other countries often involves business gift giving. In international
exchanges, people often give gifts to express their gratitude and congratulations, so as to promote friendship.
Chinese people have a tendency to pay attention to the essence of the gift, that is, its practical value, and do not
like what is not useful.

Chinese people not only pay attention to the practical value of gift, but also pay attention to the price tag. When
people buy gifts and bestow them abroad, the owner or clerk in a foreign shop often takes the trouble to tears off
the price tag, which is exactly what the Chinese want in order to show the real value of the gift. To make the
recipient feels sincere and gives such a valuable gift. In order to show their importance, in China, people often
accept gifts with a gloomy expression of joy and don't open them in front of the person, which is considered very
impolite and gives the impression of being greedy or greedy or overly concerned with the gift. It is usually after the
business event or the VIP leaves, or after returning home quietly open the gift. When accepting a gift, Chinese
people often refuse to accept it until the other party insists again, which shows that even accepting a gift is out of
desperation. Then he set the gift aside, showing indifference. However, the act of quietly opening the gift after the
guest has left is proof enough that the Chinese care about receiving the gift, just don't show it in person.

Einstein said that time is the most precious gift. An old Chinese saying emphasized the value of time. "An inch of
time is worth an inch of gold; yet you can't buy an inch of time at an inch of gold."

TIME

In business etiquette, when Chinese people are working, they make an agreement with their clients to meet and
discuss business

Arriving early at the appointed time is not only a sign of respect for others, but also a sign of personal
accomplishment and the importance you attach to the job.

3.3 Greeting
In Chinese, greeting is an indispensable form of social communication, no matter whether you are familiar with the
other party, you should say "hello".

In China, however, the boundaries of personal privacy are far less profound, and people do not care about others'
general understanding of their lives.

Seat facing the door is for the host. And main guests just sit side by side.

Drinks play an important role in Chinese food culture. Usually, both alcoholic drink and beverage are served
throughout the meal. It is customary for the host to insist that guests drink to show friendship. If the guest doesn't
want a drink, the guest would say "I'm unable to drink, but thank you." Hosts' insistence is to show generosity. So
refusal by the guests should be made with utmost politeness.

In China, business cards are exchanged at the initial meeting. One side of the card is translated and printed the
Chinese letters using gold ink as it is an auspicious color. The company, rank and any qualifications should be
mentioned. When handing a card to the other side, you'd better smile and look at the other side. And both hands
of the thumb and index finger respectively hold the two corners of the business card. If you are sitting, you should
get up immediately when passing the card. It is impolite to leave the card lying around after you receive it. First,
when you are meeting with a customer, it is best to read the important information on the card to show your
respect. Whether in the orient or the west, knowing each other's business card etiquette in business
communication is not only a formality, but also the culture and meaning behind it. Passing a business card is not
just a small detail, and it can reflect people's quality and etiquette. A good impression can be left by the business
exchange. At the same time, friction and embarrassment can be reduced in business activities, and cooperation
can go smoothly.