A Brief Analysis of Business Etiquette in Intercultural Communication

8/20/2019 A Brief Analysis of Business Etiquette in Intercultural Communication

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A Brief Analysis of Business Etiquette in Intercultural

Communication

1 Introduction

With the economic globalization and the development of information technology,

nations are closer to each other than ever before. More and more international issues

are shared among people from different countries, different religions, or different

cultural backgrounds. In order to adapt modern intercultural communication business,

people must be conscious to accept the business etiquette. Business etiquette is a kind

of civilization accumulation of human being. It is also a kind of standard behavior

observed by the businessmen in their communication. Therefore, the article uses the

method of combining theory and practice, conducting indepth research on the

intercultural business etiquette. The purpose of the paper lies in helping people get a

good understanding of business etiquette and the underlying cultural difference !hich

!ill benefit for both sides of business people.

2 Business Etiquette: Basic Concepts

"tiquette is not only the !ay to maintain and develop interpersonal relationships

but also symbol of human civilization and social progress. "tiquette has to do !ith

good manners. It#s not so much our o!n good manners, but making other people feels

comfortable by the !ay !e behave. It#s more or less thinking of others and ho! others

perceive us. "veryone kno!s the rules for doing things and everyone is in a very

comfortable position in society.

$ood manners are not only indispensable in society, but they have a very

practical value in the business !orld. That today#s business environment is becoming

increasingly more global is to state the obvious. Business etiquette is the behavior

that follo!ed in the !orld of business and corporate culture. It consists of

certain universally applicable and acceptable rules. Business etiquette is the

!ay you handle yourself in a business and social environment.

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The basics of business etiquette include dressing etiquette, meeting

etiquette, conversation etiquette, gift giving etiquette, dining etiquette and so

on. In general, business etiquette is the social guidelines and manners to follo!

in business situations !hen dealing !ith others. It is essential to a businessman

to understand.

3 The Functions of Intercultural Business Etiquette

&ome people say that 'farsight, !ise mind, clever conversation' are three sharp

!eapons in business !orld. Business etiquette is the bridge of various activities.

Therefore in my opinion it is the fourth !eapon. To some e(tent, it is more important

than other three !eapons. Business etiquette can be said an essential tool in

intercultural communication. It !ill determine the success or failure of business

activities. Business etiquette plays follo!ing important roles)

3.1 Improving Businessmens !ersonal "ualit#

Market competition is ultimately the competition of personnel quality. *or a

businessman, the quality of businessman is the performance of personal achievement.

+etails can reflect personal accomplishment. The basic performance of personal

quality is someone#s interpersonal skill in business contacts. *or instance, the

gentlemen usually dont smoke or speak loudly in public place. In business activities

!omen !ear -e!elry according to their identities. t the same time ladies must make

sure the collocation of dress.

3.2 Esta$lishing a %ood Interpersonal &elationship

In business activities, people affect, interact, and cooperate !ith each other. If

you dont follo! certain rules, both parties !ill lack of the foundation of cooperation.

In many etiquette rules, business etiquette can make people understand ho! to do,

!hat to do and !hat not to do. It can help you improve the image of yourself, and !in

respect and friendship from others.

3.3 'aintaining the Image of Businessmen and Enterprises

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The enterprises image is manifested by employees. $ood image !ill help

enterprises achieve a favorable position in the fierce competition market. If a

corporation loses image, it !ill lead to the failure of an enterprise. &taffs image

includes his physical appearance, behavior and conversation in business contacts. The

good image can help businessmen !in integrated and systematic impression in the

intercultural communication. This is the main factor to measure the corporation

!hether it can be successful or not. Business etiquette is a very important !ay to

shape the image. *or e(ample, conversation etiquette makes civilization. Manners

etiquette makes people elegant. 0lothing etiquette makes people enhance self

confidence. 1sing business etiquette, you can create a good image of the organization

in the public mind. t the same time you can have a good social effect and economic

benefits in fierce competition market.

3.( Bettering Feelings among Businessmen

In business activities, !ith the depth of interaction, t!o parties may have a certain

emotional e(perience. It is e(pressed as t!o emotional states. 2ne is the feeling of

sympathy. nother is the emotional re-ection. The business etiquette is easy to create

mutual attraction, promotional feeling and good interpersonal relationship in

intercultural communication. 0onversely, if you do not pay attention to business

etiquette, you !ill make a bad impression and even destroy interpersonal relationship.

By !ay of conclusion !e can state that business etiquette helps maintain good

relations !ith people.

( The T#pes and )pplications of Business Etiquette in Intercultural

Communication

(.1 *ressing Etiquette

+ressing etiquette is the most basic etiquette in intercultural communication.

ppropriate dressing etiquette is not only the performance of personal charm and high

quality, but also respect for the others. Businessman has al!ays attached great

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importance to clothing norms. In the other !ord, clothing is the key to success for

businessmen.

What is appropriate business dress for men and !omen generally4 ccording to

1.&. researchers and image consultants, people !ho !ear suits are perceived as more

professional than !ho !ear any other type of attire. *or both men and !omen abroad,

conservative dress !ill take you much further than the latest fad or fashion.

Traditional business suits for men and conservative suits or dresses for !omen are

preferred in many foreign business settings.

In some !ays, business dress for men is universal around the globe, yet there are

differences. The suit, the dress shirt, the tie are generally acceptable. But the style

may vary !idely. "uropeans tend to !ear suits that are more tailored and youthful

than businessmen in the 1nited &tates do. The severe business suit, sometimes

described as the IBMlook, is disappearing in "urope. The 5apanese, on the other

hand, remain conservative. They tend to !ear either grey or dark blue suits !ith !hite

shirts. In &outheast sia, the "uropean business suit, !ith its origin in cool and cloudy

"ngland, is giving !ay to a ne! uniform, slacks and a shortsleeved shirt !orn

outside the pants !ith collar and attached belt.

0olor of clothing is also a consideration because in some cultures, color has strong

associations. +o not !ear black or solid !hite in Thailand because these colors have

funeral connotations. &hoes are considered inappropriate in certain situations in

various cultures. They should not be !orn in Muslim mosques and Buddhist temples.

In 5apan, be sure socks or hose are clean and !ithout holes, as you !ill frequently

remove shoes !hen dining traditionally or visiting a home.

*or !omen dress is more complicated. Business!omen from the 1nited &tates

tend to !ear suits. "ven though the suits have softer lines and are less masculine and

dresses have become more acceptable, business dress for merican !omen in

managerial positions is still more severe than that in Western "urope. *or e(ample,

*rench female found that *rench business!omen dress more femininely than their

merican counterparts. In 5apan, !omen often !ork as office ladies serving tea and

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greeting customers. They do not have to !orry about !hat to !ear7 the company

provides them a uniform, usually a conservative suit !ith a blouse, !hite gloves, and

a hat.

(.2 'eeting Etiquette

Meeting is an important activity in intercultural communication. Meeting

etiquette mainly includes introduction etiquette and manners to shake hands. &haking

hands is the most common of meeting etiquette in 0hina, !hich is also the

international etiquette. lthough shaking hands looks simple, this simple gesture !as

related to the image of a person and the company, even influence on the success of the

business cooperation.

2f course, people dont shake hands !hen they meet in some countries. *or

e(ample, the 5apanese and 8orean often use the !ay of bo!ing to e(press their

greetings. The Thai meet !ith hands folding !hile the *rench use kiss. In rgentina,

people not only kiss but also embrace. 9o!ever in most frican countries, people say

'hello' to others and like putting his hand on the guests# shoulders for a long time. In

:atin merica, a hearty embrace is common among !omen and men alike, and man

may follo! it !ith a friendly slap on the back. s to ho! to choose the type of

meeting etiquette, it depends on different cultures. s a old saying ;!hen in


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language etiquette includes courteous of sight, facial e(pression, gestures, body space

and silence. >onlanguage courtesy is a sort of real art because it differs in different

cultures. gesture of happiness in one culture may be a kind of rude insult in another

culture. >od means agreement in 0hina, the 1& and 0anada. 9o!ever in Bulgaria

and >epal, nod means disagreement. When you talk to 5apanese, they nod to e(press

their understanding but agreement. In the 1&, staring at someone is a symbol of

honesty and sincerity. But in 0hina and 5apan, it#s impolite.

pleasant conversation can not only bring you great interpersonal relationships

but also facilitate carrying out your business activities. smooth conversation

requires both parties to pay attention to the languages they use and the speed they

speak. In addition to that, !e should choose the right topic and right place. +uring

talking, the facial e(pressions of both parties are ought to be noticed. Therefore the

topics and atmosphere can be changed in time. :ast but not least, negotiation should

not be interrupted at random, but necessary response is needed.

(.( *ining Etiquette

+ining together !ith friends from other cultures is an efficient !ay to establish

rapport. &o to behave properly at table is an indispensable factor in successful

intercultural communication.

(.(.1 !roper *ress

>o matter !hether it is to treat others or to be treated, it is necessary to dress

appropriately for the occasion. Business lunch or dinner usually means that the person

should !ear a suit or other professional clothes. 9air should be combed and clean,

and fingernails clipped and clean.

(.(.2 &estaurant &eservations

To treat foreign friends, asking the guests !here they !ould like to eat is

improper because they may be at a loss. Instead, to sho! respect, you can prepare

alternatives for them to choose t!o restaurants, t!o different hours, and ask guests

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!hich one is suitable for them. nother !ay is to make a reservation at a restaurant,

and inform them. It is also courteous to check !ith guests to confirm the date, time

and place a day before the meal. 9osts or hostesses must arrive at the restaurant early

to !elcome them. $reet guests !armly !ith a handshake !hen they arrive. 2ffer

them their choices of seats, but in no case should a guest sit facing a mirror or the

bathroom or kitchen doors.


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increase in international trade and has become an e(tension of the business

relationship. Both sides no! see giftgiving as a !ay of firming up a relationship as

!ell as representing their culture in the best light. &triking differences may also be

found in the business etiquette of giftgiving because gifts can be friendly envoys in

some cultures, but may be considered bribes in others. Therefore, effective

intercultural communication can not be isolated from understanding the basic

etiquette of giftgiving in different cultures.

There are three types of countries !hen it comes to giftgiving etiquette)

countries in !hich a gift is accepted, countries in !hich a gift is not accepted on the

first visit but !ould be accepted on a subsequent visit, and countries in !hich gifts are

less e(changed.

or!ay tend to fro!n upon giftgifting on the first time

people meet. In particular, there are lo!s forbidding government employees to accept

gifts in &ingapore.

The 1nited &tates, 1nited 8ingdom, *rance, +enmark, 9ungary and Italy,

ustralia, akistan and most countries in frica are not so accustomed to e(changing

gifts.

In general, gifts are given in business to promote good !ill and foster good

relationship. It is also important to kno! ho! to present a gift across cultures. In

0hina, a recipient may 'graciously refuse three times' before accepting a gift and !ill

not open the gift until the presenter is a!ay. But in 0hile and 1.&.., gifts are

accepted and opened immediately. To choose a proper gift is important too. *or

instance, pork is prohibited in the 5e!ish and Muslim religious, so someone should

never select gifts made from pigs. &imilarly, never offer a gift made from co!hide in

India. nother prohibition for the Muslim faith is alcohol. &ending !ine is really

popular in *rance, especially the sherry, !hich is !armly !elcomed and taken as a

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pride there. But in rab countries, the sherry is contraband goods. &audi rabian

people !ould be very happy if you send them green ties because Muslims like this

color.

+ The Basic !rinciples of the Business Etiquette in Intercultural

Communication

+.1 'aintaining the Image

In intercultural communication, people generally care about contacts personal

image. t the same time, people usually pay attention to follo! the standard !ay to

maintain their o!n personal image. "veryone must attach importance to maintain

their o!n image. In particular, you should notice the maintenance of first impression

of the foreigners in formal settings.

+.2 -$serving the !rinciple of /hen in &ome0 do as the &omans do

While the old adage 'When in


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+.3 &especting for !rivac#


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In a market economy conditions, there is an undeniable fact that if you have

;etiquette= you can travel the !orld, but if not, you unable to move during the

follo!ing business activities. It is very important to practice good manners and

etiquettes. Gou are not only to get succeed in your business, but also to maintain good

relationships !ith clients and customers.

It is obvious that business people must be conscious to accept the etiquette

education, to increase the etiquette kno!ledge, and to improve their practice of self

cultivation in the course of business activities.

&eferences

Hhang， :iyu, /AAF. Practical English for Foreign Business Etiquette. Bei-ing)

Bei-ing Institute of Technology ress.

:iu ， iaoping, /AAE. Intercultural Business Communication. Tian-ing) >ankai

1niversity ress.

+avid 8urtz, /AA?. Business Etiquette for the New Workplace. 1nited &tates) 9arvard

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Business &chool ress.

Hhang, Ganbin, /AA%. International Business Etiquette. :iaoning) :iaoning 9igher

"ducation ress.

$uo, 8eling, /AAC. Market Moderniation. 9ebei) 9ebei 1niversity of "conomics

and Business ress.

5in, Hhengkun, /AA6. Business Etiquette. Bei-ing) Bei-ing 1niversity ress.

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A Brief Analysis of Business Etiquette in Intercultural Communication

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