Chapter 8 Global Etiquette

Intercultural Business Communication, 4th ed. Chaney & Martin

Chapter 8

Global Etiquette


Upon Completion of this Chapter:

• Understand cultural differences in making introductions and business card exchanges

• Understand how position and status affect cultural interaction• Be familiar with rules of etiquette• Understand cultural differences in dining practice• Be familiar with cultural differences with tipping• Understand practices of gift giving in cultures• Learn the importance of travel etiquette


Global Etiquette

• As companies restructure and downsize, competition will become fiercer. Getting or keeping a job or being promoted will depend not only on how well qualified you are but also on how appropriately you behave and how much you look and act the part for a particular position.


Global Etiquette

• Although the world seems to be shrinking in some ways, the necessity of respecting and observing the etiquette of another country is as important as ever. You need to know enough about the correct behavior of a particular country so that you do not unintentionally offend its customs.


Definitions

Etiquette includes manners and behavior considered socially acceptable by people of the culture.

Protocol refers to customs and regulations having to do with diplomatic etiquette and courtesies expected in international negotiation.


Introductions

• In the U.S. first names are used almost immediately; Titles (Mr. Jones) are used infrequently.

• In Germany, use titles; in Italy, address persons with a college degree as “Doctor.”

• In Britain, people who have been knighted are addressed as "Sir" with the first name only (Sir George).


Introductions

• When introducing the Chinese, the surname comes first and the given name last. (Ching Lo Chang would be addressed as Mr. Ching.)

• In Latin American countries, people often add their mother's maiden name to their surname so you would use the next to the last name when introducing them. (Evelyn Rodrigues Castillo would be Señorita Rodrigues.)

• Introductions are accompanied by a handshake, an embrace, or a bow depending upon the culture.


Business Cards

• In Japan and Korea, present a business card with both hands; in Arabic & African countries, use the right hand only. Business cards are used in Europe, Middle East, the Pacific, Asia, and the Caribbean. In the U.S. business cards informal.

• Treat the business card with respect; place the card before you on the desk or conference table to properly refer to title, rank, and name.

• Print a translation of all identifying information on the back of the card in the language of the country you will visit.


Business Cards

• Include your name and full title. Titles carry greater significance in other cultures than in the United States.

• Include your company’s address and telephone numbers; include foreign headquarters, as appropriate.

• Include your fax number and e-mail address.• Avoid colored type and paper. Choose white with

black ink for both sides. If in doubt, be conservative.


Position and Status

• In the United States limited respect is shown for rank and authority; the U.S. is not considered a nation of classes, but classes do exist.

• Distinctions are made by how much money you have and where the money came from; (Drug dealers may have a lot of money, but no style or class); distinctions are made between inherited money and earned money.

• U.S. perceive office located on higher floor to be a sign of status. In France, executive on the outside of the work area.


Position and Status

• Status is associated with educational level and with a person's occupation. Surveys show that medical doctors and college professors have high status in the U.S.

• India has a caste system determined at birth. Interaction between castes is limited.

• In Japan, the person of lower rank bows first and lowest—the higher rank the lower the bow. Highest ranking person enters first.


Position and Status

• Gender is related to position and status. Women are considered as equal to men in the U.S. In other cultures (the Middle East), women are not considered equal. Rossman (International Businesswomen of the 1990s) predicted that the progress of U.S. women would set an example for change overseas.

• Age and hierarchy are important in such countries as the China. Age takes precedence over rank, but rank is important. The higher the rank of the person you are introduced to, the lower you bow. The person of lower rank bows first and lowest; junior persons stop bowing first. You are also expected to sit and to go through the door in rank order.


Electronic Communication Etiquette

• When communicating by telephone, the initial impression is formed more on vocal quality than on words spoken.

• Good telephone manners include answering the phone promptly, identifying yourself properly, and being courteous at all times.

• When using voice mail, be brief but complete when leaving a message.

• When using e-mail, avoid negative or personal information.


Netiquette (Network Etiquette)

Proper netiquette avoids the following:– shouting - typing the message in all capital letters– dissing - speaking ill of someone– flaming - sending vicious, insulting messages– spamming - mass mailings of commercial

advertisements or material cross-posted to numerous newsgroups


E-mail Usage

• 68.8% of U.S. residents have Internet access (third highest of top 20 countries).

• 75% of Swedish persons have Internet access.• 72.5% of residents in Hong Kong have Internet access.• Approximately 66% in Iceland, The Netherlands,

Australia, and Canada have access.• 58.5% in the United Kingdom have internet access.• 52.2% in Japan have internet access.


FAX Etiquette

• Call ahead to confirm the fax number and to alert the person that you are sending a message; the message should follow within 15 minutes.

• Avoid faxing certain documents: lengthy documents of more than 10 to 12 pages, personal/confidential information, and negative news.

• Avoid using the fax when impressions are important, such as résumés and proposals.


Dining Practices

Good table manners are always a sign of breeding and education. Table manners reveal much about a person; those who are insecure, disorganized, greedy, insensitive, or ill at ease will reveal these qualities in their dining behavior.


Dining Practices

• In the U.S., the main meal is in the evening; in Mexico, the main meal is from 2 to 4 p.m.

• In the U.S., salads are served first; in Italy and France, salads are served after the main course.

• In the U.S., informal meals have two or three courses. In Latin American countries, even informal meals usually have numerous courses.

• Serving coffee at the end of the meal is common in most cultures.


Unusual U.S. Dining Practices

• Serving a glass of ice in water in restaurants. (Countries that serve water, serve no ice.)

• Offering coffee at the beginning of a meal• Giving people a choice of regular or decaffeinated coffee• Designating certain sections in restaurants as

smoking/nonsmoking• Having breakfast business meetings


Eating Styles

• The U.S. eating style is called “zigzag”: cutting the meat with the knife held in the right hand and the fork in the left, then placing the knife on the plate, shifting the fork to the right hand, and eating.

• Continental (European) style: placing the fork in the left hand and the knife in the right, then using the knife to push food onto the back of the fork and moving the food into the mouth, with fork tines down.


Eating Styles

• Asians use chopsticks, especially for eating rice, but may use a spoon for some foods.

• Tahitian food is eaten with the fingers; in the Middle East eat with your fingers if the host does, but use the right hand only.

• In Bolivia you are expected to clean your plate. In the U.S., you are not expected to clean your plate.


Eating Styles

• When eating something strange looking in another culture, never ask what it is; cut it in small pieces and swallow quickly; pretend it looks like chicken.

• In some countries business meals are not eaten in restaurants. Some prefer to serve them at home.

• A dining practice in France that seems unusual to those in other cultures is the custom of bringing pet dogs into restaurants where the waiter takes the dog into the kitchen to be fed a treat. Dogs in most cultures are not allowed in public eating establishments.

Ricks, 1999

Dining Practices

A wealthy American couple were touring Asia accompanied by their pet poodle. They decided to dine one evening at a nice looking restaurant where, as it turned out, restaurant employees could speak no English. Since the tourists could not speak the local language, they ordered from the menu by pointing to certain items; they also tried to order food for their poodle.

Ricks, 1999

Dining Practices

After several attempts using a type of sign language, the waiter seemed to understand. He pointed to the dog, then pointed to the kitchen. The couple, thinking this meant that the dog could eat in the kitchen but not in the dining room, nodded their agreement. After a lengthy wait, the waiter proudly entered and lifted the lid of one the serving platters to display a well-cooked poodle.


Tipping

• People communicate nonverbally by their tipping practices; those who are basically stingy and those who are basically generous will reveal these traits by their tipping behavior.

• “Insult tipping” (leaving a few coins) shows a lack of breeding and is inappropriate regardless of how poor the service was.

• Although a tip of 15 percent of the bill used to be considered a generous tip in fine restaurants, 20 percent is now closer to the norm when the service is excellent.


Tipping

• Traveling in the U.S. involves numerous tipping situations including cab drivers and service personnel who may carry your luggage.

• Tipping in a nontipping culture can offend or insult the people of that culture. Tipping in Japan is frowned upon; the Japanese consider carrying your luggage a gesture of hospitality.

• In many places (Europe) a service charge is added to your restaurant/hotel bill; you need not leave an additional tip.


Gift Giving

• Each country has its seasons and occasions for giving gifts. Gift giving in some cultures is an art and is considered an integral part of building intercultural professional/social relationships.

• U.S. business gifts are modest in price; the rule because of tax regulations is to limit the price to $25.

• Gifts in the U.S. are opened in front of the giver, admired, and thanks are expressed orally and in writing.


Gift Giving in Japan

• Gift giving is very important; they give gifts to customers as expressions of appreciation for business. They reward employees on July 15 and December with large bonuses.

• Wrapping of the gift and presentation are important. The color of wrapping (no bows) should be consistent with the occasion: red, gold, and white for happy events; black and purple or black and white for other occasions.


Gift Giving in Japan

• Japanese do not open a gift in front of the giver; don’t open your gift in their presence.

• Avoid giving a gift when someone else is present.• Do not surprise your Japanese host; mention the

gift ahead of time.• Favorite gifts for the Japanese are imported liquor,

designer-made products (Gucci, Tiffany), also musical tapes and CDs.


Gift Giving in China

Exhibitors at a trade show could not understand why Chinese visitors were not stopping by their booth. Workers were wearing green hats and were using them as giveaways as well. They later learned that for many Chinese persons green hats are associated with infidelity; the Chinese expression “He wears a green hat” indicates that a man’s wife has been cheating on him. When they discarded the green hats and gave out T-shirts and coffee mugs instead, they had plenty of Chinese visitors.


Global Gift-Giving

• Avoid giving a gift of a clock in the People’s Republic of China; it is considered a symbol of bad luck.

• Avoid gifts of perfume or wine to the French; those are their specialties.

• Do not give gifts of cowhide to people in India; the cow is sacred.


Global Gift-Giving

• Avoid gifts of liquor or wine in Islamic cultures; alcohol is illegal.

• Avoid gifts of a handkerchief or knife in Latin America. The knife is interpreted as a wish to sever a relationship; the handkerchief is associated with tears.

• In Korea business gifts are usually given at the beginning of formal negotiations.


Global Gift-Giving

• In Germany business gifts are seldom exchanged at the beginning of negotiations but may be given at their conclusion. Avoid gifts of carnations since they are associated with cemeteries.

• In Latin American countries, present gifts only at the conclusion of negotiations.

• When dining in a person’s home in Western Europe, present your gift when you arrive so that it does not appear to be intended as payment for the meal.


Global Gift-Giving

• Gifts to Germans should not be wrapped in black, brown, or white.

• A striped tie is not a smart gift to a British man; it may be a copy of a British regiment other than his own.

• In Islamic countries avoid admiring personal possessions; you will probably find yourself the recipient of the object you have admired.


Global Gift-Giving

• When people in the U.S. select business gifts, the gifts should be made in the U.S.

• Good international U.S. gift choices include U.S. Indian art or jewelry, videotapes of U.S. movies, U.S. made sports equipment, or food that is uniquely U.S., such as candy or nuts.

• Avoid gag fits; people of some other cultures do not appreciate them.


Travel Etiquette

• Approach international travel with a positive attitude and a sense of adventure.

• Dress appropriately; strangers will judge you first on your appearance.

• Pack conservative business attire: dark suits for men and women, classic leather shoes, and good quality accessories and luggage.

• Treat airline personnel courteously.


Travel Etiquette

A passenger standing in line at an airline ticket counter listened to a person yelling and screaming at the ticket agent. After the mad, rude customer left, the passenger complimented the ticket agent on his patience, attitude, and calm demeanor. The clerk replied: “Thank you for your kind words, but don’t worry; it’s all right.” The passenger asked, “How can it be all right?” The clerk answered: “It’s all right because, you see, that man is going to Cleveland, but his luggage is going to Singapore.”


Proper Flight Behavior

• Refrain from wearing strong fragrances.• Respect the preferences of those seated next to you

related to conversations.• Do not place your seat in a reclining position when

traveling in the main cabin without first asking permission of the person seated behind you.

• Stay out of the aisles as much as possible, limit time on the telephone and in the bathroom, and do not permit children to disrupt or offend others.

• Handle problem situations appropriately and politely.


Final Travel Tip!

A helpful rule to remember in most cultures is to follow the lead of the people in the other culture. If they shake hands, so do you. Eat what they eat and when they eat. If the other person gives you a gift, be prepared to reciprocate.


Topics Covered

• Introductions • Business Card Exchange• Position and Status• Electronic Communication Etiquette• Dining Practices • Tipping• Gift Giving• Travel Etiquette

Chapter 8 Global Etiquette

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Transcript of Chapter 8 Global Etiquette