UNIT 3

BUSINESS ACROSS CULTURES


BUSINESS ACROSS CULTURES
Background reading
HOW TO AVOID CULTURAL MISSTEPS WHEN DOING BUSINESS WITH OTHER COUNTRIES
As workplaces become more diverse and
more companies do business globally, the
opportunities for cultural missteps are also
increasing. Cultural diversity expert and
executive coach Gayle Cotton says today's
many forms of communication have created
many ways for missteps to happen. "If people
are communicating with different cultures,
they very often find out that certain things
they may have said or done may not have
been received in the way that they intended,"
she says.
Not everyone can be versed in every culture,
but in her new book, Say Anything to Anyone,
Anywhere: 5 Keys To Successful Cross-Cultural
Communication (Wiley, 2013), Cotton shares
some important guidelines to help facilitate
multicultural communication and avoid
confusion and conflict.
1. Familiarize yourself with cultural basics. If
you're going to be doing business with
someone from a different country or culture,
acquaint yourself with the basics in advance,
Cotton recommends. A simple online search
for the location or culture with the words
"cultural competence" will yield several web
sites with information and resources to help
you understand cultural norms and cautions.
Georgetown University’s National Center for
Cultural Competence also has many
resources.
2. Pay attention to your gestures. In-person
or on video conference calls, simple gestures
and stances can mean wildly different things
in different cultures. For example, sitting
casually with a foot resting on the opposite
knee is the equivalent of showing one's foot,
which Cotton says is a highly offensive
gesture to some people from the Middle East.
While hugging or kissing is a common
greeting in some cultures, touching -- even
the simple act of shaking hands --may be
verboten, especially between men and
women. Choose a more formal demeanor
Unit 3 – Business across Cultures
with good posture, feet on the floor or
crossed at the ankle, and hands folded or at
your sides if you are unsure of what is
acceptable and what's not.
3. Take cues from clues. Whether in person
or online, take your cues from the other
person's communication. Cotton says
people's use of chit-chat, even in electronic
correspondence, before they start talking
about business is a clue that the individual is
social and that you shouldn't jump right into
business conversation. If you cut them off and
dive into correspondence about work, they
are going to feel like they haven't had the
time to interact with you in the way that they
need to before business talk starts, Cotton
says. That could hinder the relationship.
4. Start reserved. It's usually best to keep
business interactions toned down and
professional until you get a sense of what the
other person expects, Cotton says. Avoid
slang or informalities, and carry yourself the
way you would if you were meeting a
dignitary. You can always adjust to a more
animated, informal or affectionate manner,
but more conservative people may be put off
by anything less than a reserved and
respectful manner.
Gwen Moran
www.entrepreneur.com
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 Unit 3 – Business across Cultures

INTERCULTURAL COMMUNICATION
Introduction and video

Human beings have a great desire to be with people who are similar to themselves. This is because
they share the same ways of doing things, the same values and operate by similar rules. When we
are with people who are similar to ourselves, the ways we have of doing things just seem like
common sense. However, sometimes work or study or a sense of adventure take us out of our
comfort zone. When this happens we realise that the things we took for granted about human
interaction are not necessarily the same for everyone. This can be a very difficult, even shocking
experience. People step out of their comfort zone by experiencing other cultures, either by
travelling to another country or by being in contact with people from other cultures who are in our
home country. We should try to understand how we react, why we react the way we do so that we
can make the interaction between people from other cultures a positive experience.

Today the world we live in is “a global village” where no nation, group or culture can remain
anonymous (Samovar & Porter, 1991). What happens in one part of the world affects all parts of
the world. As the world is becoming smaller, we are increasingly interacting with people from many
different cultures. While modern technology has made it easier for us to communicate with people
anywhere in the world, such interactions can be difficult if we do not know how to deal with people
and cultures different from our own.

Source: University of Sydney

Now let´s watch the video An Intercultural Communication Adventure.

Q: What do we need to develop in order to communicate confidently across cultures?

Now let’s look at an infographic about

doing business in several countries.
Summarize the main fact for each of the
countries mentioned.

China Business cards are very important.

Mexico
Germany
UK
India
Egypt
Russia
UAE
Japan
Spain
USA
Italy

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 Unit 3 – Business across Cultures

INTERNATIONAL BUSINESS ETIQUETTE TIPS

Whether the world comes to you or you go out to it, the greatest compliment you can pay
your international clients is to learn about their country and their customs. Understand
differences in behaviour and honour them with your actions. Don't take offence when
visitors behave according to their norms. People from other cultures will appreciate your
efforts to accommodate them and you will find yourself building your international
clientele.

Tips for international business

1. It is always easier to sell in your town, state, or country than to export or sell
internationally. Understand that it will always be that way.

2. Don’t do it alone. Always get local “guide(s)” to work with you. This can take the form of
a consultant, agent, distributor or sales force.

3. You will always feel that the customer in the international market got the better deal.

4. No matter how well you think you understand the country and culture … there is always
something important that you missed.

5. Be humble…..be humble……be humble.

6. Listen before you start to sell.

7. Make a concerted effort to build and nurture personal networks and relationships.

8. Learn about the country, culture and politics.

Can you think of some other tips you would give to people doing business abroad?
Sensitive areas usually are: small-talk topics; degrees of politeness; humour; language;
food, drink and table manners; personal questions.

1. _______________________________________________________

2. _______________________________________________________

3. _______________________________________________________

4. _______________________________________________________

5. _______________________________________________________

6. _______________________________________________________

7. _______________________________________________________

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INTERNATIONAL BUSINESS ETIQUETTE TIPS (cont.)

To say that today's business environment is becoming increasingly more global is to state the obvious.
Meetings, phone calls and conferences are held all over the world and attendees can come from any point
on the globe. On any given business day, you can find yourself dealing face-to-face, over the phone, by e-mail
and, on rare occasions, by postal letter with people whose customs and cultures differ your own. You may
never have to leave home to interact on an international level.

Building relationships: Take time to get to know your international clients and build rapport before you rush
to the bottom line. Business relationships are built on trust that is developed over time, especially with people
from Asia and Latin America.
Dressing conservatively: Your choice of business attire is a signal of your respect for the other person or
organization.
Observe the hierarchy: It is not always a simple matter to know who is the highest-ranking member when
you are dealing with a group. To avoid embarrassment, err on the side of age and masculine gender, only if
you are unable to discover the protocol with research.
Understanding the handshake: With a few exceptions, business people around the world use the handshake
for meeting and greeting. However, variations in handshakes are based on cultural differences, not on
personality or values. Don't be surprised if you are occasionally met with a kiss, a hug, or a bow somewhere
along the way.
Using titles and correct forms of address: Approach first names with caution when dealing with people from
other cultures. Use titles and last names until you have been invited to use the person's first name. In some
cases, this may never occur. Titles are given significance in many parts of the world and are an important
aspect of addressing business people.
Exchanging business cards: The key to giving out business cards in any culture is to show respect for the other
person. When you receive someone else's business card, always look at it and acknowledge it. When you put
it away, place it carefully in your card case or with your business documents. Sticking it haphazardly in your
pocket is demeaning to the giver.
Valuing time: Don't take it personally if someone from a more relaxed culture keeps you waiting or spends
more of that commodity than you normally would in meetings or over meals.
Stick to the rules of punctuality, but be understanding when your contact from another country seems
unconcerned.

What kind of advice would you give to foreign business people on their first visit to Portugal as
to the issues mentioned above? Write down some tips.

Building relationships _____________________________________________________________

________________________________________________________________________________
Dress codes _____________________________________________________________________
________________________________________________________________________________
Hierarchies ______________________________________________________________________
________________________________________________________________________________
Handshakes _____________________________________________________________________
________________________________________________________________________________
Titles and forms of address ________________________________________________________
________________________________________________________________________________
Business cards ___________________________________________________________________
________________________________________________________________________________
Time ___________________________________________________________________________
________________________________________________________________________________

Now let’s read the tips on Business Culture in Portugal by www.worldbusinessculture.com.

Do you agree with them? Do any of the tips overlap with your own?

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 Unit 3 – Business across Cultures

THE BEST COMPANIES TO WORK FOR

Listening 1

Listen to the recording and fill in the gaps. You will have to use between 2 and 4 words.

A new report has (1) ________________________ companies in the USA to work for. The report
comes out every year and always has some surprises. It ranked the best places to work in 2014 by
(2) ________________________ employee satisfaction. Top of the list was Google, which has
become famous for its excellent (3) ________________________. Google knocked Facebook off of
the number one position. A Google software engineer earns an average salary of (4)
________________________. He or she also gets free access to a gym, laundromat, (5)
________________________ a place which looks after their pets when the employee goes on
holiday. One ex-employee said Google staff are so happy that it is unusual for (6)
________________________ off. Another survey released at the same time (7)
________________________ picture. The careers website Glassdoor asked employees to rate how
happy they are with their company, (8) ________________________, pay, culture, and values. It
found (9) ________________________ Bain and Company was the best place to work. Russ Hagey,
Global Chief Talent Officer at Bain and Co. said: "We are (10) ________________________ be
named the number one best place to work." He added that: "For more than 40 years, we have
placed significant (11) ________________________ an outstanding professional and personal work
experience that in turn has (12) ________________________ anchored in a mission of delivering
results for clients and organizations across the globe."

COCA COLA CHANGES RECIPE AFTER ONLINE PETITION

Listening 2

Listen to the recording and then decide if the statements below are true (T) or false (F).

T F
a) Coca Cola is changing the recipe of all its drinks.

b) The company is adding a substance called BVO.

c) BVO helps stop the ingredients of drinks from separating.

d) Coca Cola said its top priorities are safety and quality.

e) The U.S. government decided BVO was not "safe" in 1970.

f) A U.S. teen started an online campaign to get Coca Cola to drop BVO.

g) Over 2 million people signed an online petition against BVO.

h) A teenager complained that big companies never listen to consumers.

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CULTURAL DIFFERENCES IN BUSINESS

Open cloze

Fill each of the blanks in the following text. Use one word only in each space. Write the missing
words below.

Problems in international business relationships are not always caused by language

difficulties

Doing business with people of other nationalities involves more than learning foreign languages.
There are often cultural differences 1__________ people of different national backgrounds. These
differences sometimes complicate business relationships 2__________ negotiations. It
3__________ important to be aware 4__________ your own cultural tendencies as 5__________
as those of your business partners.
The areas which we need to be aware 6__________ include body language, gesture, socializing
customs, attitudes 7__________ punctuality and dress, 8__________ business practice. It is useful
to know, 9__________ example, that the British 10__________ hands less often than other
European people, that Americans 11__________ first names 12__________ often than many other
nationalities and that the Japanese 13__________ that harmony and consensus 14__________
very important.
We 15__________ find out about other cultures 16__________ reading and talking to
17__________ with experience. When we 18__________ other countries, it is important to
19__________ good observers and listeners. We 20__________ avoid criticising other cultures and
realise that we all have similar problems but different ways of dealing with them.

1. 11.
2. 12.
3. 13.
4. 14.
5. 15.
6. 16.
7. 17.
8. 18.
9. 19.
10. 20.

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STYLES OF NEGOTIATING
Listening

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 Unit 3 – Business across Cultures

BUSINESS ACROSS CULTURES

Crossword

Read the clues and write the words downwards in the puzzle. What are the two hidden words which
go across the middle of the puzzle to make number 15? These words (7 and 7 letters) describe one
influence on our business behaviour.

1 ///// 3 ///// ///// ///// ///// ///// ///// ///// ///// ///// ///// /////

. ///// . 4 ///// ///// ///// ///// ///// 10 ///// ///// ///// /////

. 2 . . ///// ///// 7 ///// 9 . 11 ///// ///// 14

. . . . 5 6 . ///// . . . ///// ///// .

. . . . . . . ///// . . . 12 13 .

15__ ___ ___ ___ ___ ___ ___ 8__ ___ ___ ___ ___ ___ ___

. . . . . . ///// . . . ///// . . .

. ///// ///// . . . ///// . . . ///// . . /////

///// ///// ///// . ///// . ///// . ///// ///// ///// ///// . /////

///// ///// ///// . ///// . ///// . ///// ///// ///// ///// ///// /////

///// ///// ///// . ///// . ///// . ///// ///// ///// ///// ///// /////

1. In Northern Europe, people feel comfortable when the ..... distance between them is about 75
cm.
2. ..... subjects are ones which should be avoided because they may cause offence or
embarrassment.
3. In Germany, people are addressed by their titles and ..... .
4. It is useful to know what kind of clothes are ..... at business meetings in other countries.
5. In Britain, people ..... hands less often than in the rest of Europe.
6. It is important not to be late but to be ..... for a business meeting.
7. ..... language is interpreted differently in different cultures. For example, crossing your arms in
front of you means different things according to your culture.
8. A ..... is an established and habitual practice which is typical of a particular group of people.
9. A ..... is a ceremony which is often repeated in the same form.
10. A lot of people think that all Europeans have ..... attitudes but they are often very different.
11. In Japan it is very important to take a ..... when you visit colleagues.
12. A British businessman normally wears a ..... at a meeting.
13. Attitudes to business ..... are different. For example, in some countries short-sleeved shirts are
not acceptable.
14. In Britain it is important to include ..... when making a presentation because a sense of humour
is valued.

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CULTURAL KNOW-HOW
Reading comprehension 1

Decide whether the statements are true or false and then check your answers by reading the article.

1. In Singapore, the word ‘no' is considered impolite.

2. In Greece, you should nod your head upwards to say ‘yes'.
3. In Italy, it is a bad idea to turn up late for a meeting.
4. In the Netherlands, it is a bad idea to turn up late for a meeting.
5. In Japan, the business card is very important and should be treated with respect.
6. In Russia, you should not argue during business deals.
7. In Turkey, you should not insist on sharing the restaurant bill with your host.
8. In Mexico, you should be careful about proposing dinner arrangements with your client.

Cultural know-how
Learning about a country's culture can help you secure good working relations on your travels.

1 Do you arrive 10 minutes early for an important business
meeting in Rio or 10 minutes late in Amsterdam? In
Moscow, is it a good idea to give ground at an early stage
of the negotiations? And in Istanbul, should you offer to
go Dutch with the host on the restaurant bill?
2 Mastering the local etiquette can be more valuable than
learning the language, because so much of the world does
business in English. Or a form of English. "Beware that an
English word or phrase doesn't always mean the same
thing abroad," warns Michael Bennett, who sells security
systems in South East Asia. "In Japan and Singapore,
people feel that `no' is an impolite word, and will
sometimes say `yes' to avoid causing offence. What they
really mean is `I understand what you're saying', not `I
agree'. I'm told that in Indonesia there are 12 words for
`yes' that mean precisely the opposite."
3 Even the movement of your head can be open to
misinterpretation. Publisher Robin Touquet has had
difficulties in Athens: "The Greeks traditionally use an
upward nod of the head to say `no', and a tilt of the head
from side to side to mean `yes'. I was ready for that, but
didn't realise the younger generation have learnt to do it
our way. Confusion all round. If in doubt, keep still."
4 The issue of punctuality is almost as complicated. Oil
company executive Malcolm Thorburn deliberately turns
up a few minutes late for meetings in Brazil "because
Brazilians believe latecomers are more likely to be
commercially successful than people who arrive early.
They're impressed by people who are relaxed enough not
to worry about the clock. The Italians take a similar
attitude. They believe that arriving late shows who is the
boss." However, don't risk that in the Netherlands. "The
Dutch frown upon lateness," warns film finance agent
James Hindle: "They believe that people who can't use
their time wisely cannot be trusted."
5 Hindle has also experienced the ceremony of exchanging
business cards in Japan. "The business card is seen as
representing the individual, so the whole affair has to be
treated with respect. You must accept your client's card
with both hands, perhaps admiring it, and then place it
carefully in your cardholder."
6 The social side of Japanese commerce can also unnerve
the western visitor, who might have to go to a karaoke bar
and sing. "Many Japanese businessmen like to conclude
business by performing their favourite song in a karaoke
bar," says management trainer Nicole Wehden. "You're
expected to follow suit."
7 In Russia, the ritual of the business meeting is more
theatrical skill. "I've seen temper tantrums, sudden
walkouts, table-thumping and so on, but it's all part of the
fun," says Michael Bennett. "And they admire you more if
you stick to your guns. Seeking a compromise early is seen
as a sign of weakness."
8 In almost every business community around the world,
the host pays for the meal. Malcolm Thorburn was wined
and dined in Istanbul, and all went well until he insisted on
paying his share: "It caused real embarrassment, "he
recalls." In Turkey, the idea of sharing a bill is quite alien.
The best policy is to thank your host and return the
compliment at the first opportunity."
9 Insurance underwriter Toni Morrison caused supper-
time embarrassment in Mexico five years ago. "I was
working late with a client, and midway through the
evening I felt so hungry I suggested we carry on working at
a nearby restaurant. The client thought this was a sign I
had a romantic interest in him. When I realised he'd got
the wrong idea I started to laugh, which made things even
worse. The only way of getting out of it was to enable him
to save face, so I accepted all the blame for the
misunderstanding."
Adapted from The Independent, 18 June 2007

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CULTURAL KNOW-HOW
Reading comprehension 2

The chief executives of 2 British-based companies have produced a 10-point guide on how to export
successfully to Japan.
Boodle & Dunthorne is a jewellery designer and retailer. Joloda makes equipment for loading goods
on trucks. Both are based in Liverpool, UK. The chief executives are Martin Wainwright (Boodle &
Dunthorne) and Wojtek Kordel (Joloda).

Liverpool to Tokyo
By Ian Hamilton Fazey

1) Be prepared for important cultural and language difficulties.

This may seem obvious but some people try to get by in Japan without hiring a good interpreter
who can also explain Japanese traditions and customs.
2) Trade on personal contact at a senior level.
This is more important than trading on price. Physical presence matters. Only now, after 10 years
of selling to Japan, is Joloda introducing a new salesperson. Wainwright says regular exhibitions at
national trade show is critical to building a profile in the sector you sell to.
3) Patience pays dividends.
It may take several visits before an order comes through. Boodle & Dunthorne took about 16
months to get going and Wainwright spent $40000 before getting an order. He had gone back to
the UK from a trade show ready to call it a day when his sales manager, who was due to follow him
next day, got a call to see the Mitsui Corporation three days later. Boodle & Dunthorne was
suddenly in.
4) Avoid middleman so as to speed delivery.
Joloda uses an agent in Japan but was able to give faster service by minimizing the length of its
distribution chain, Boodle & Dunthorne employs Rebecca Hawkins, a leading designer, and
manufactures its own jewellery, so providing a fast, direct service with original designs.
5) Quote in local currency.
Your bank should be able to help you; if it cannot, change banks.
6) There are wide variations in dialect, climate and culture.
You may need a different distributor in Osaka from Tokyo, for example- and a different interpreter-
because your Tokyo man mainly well not have the right network of contacts.
7) Emphasise your product’s country of origin.
Britain, say Kordel and Wainwright, is seen as quaint, old fashioned, but full of history. Whether
you sell jewellery or engineering products, stress any hand crafting of your goods and the heritage
of the city where you are based.

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CULTURAL KNOW-HOW
Reading comprehension 2 (cont.)

8) Develop your intuition.

Wainwright and Kordel say a culture of politeness prevents the Japanese from expressing dislike
and disagreement. If they visit you in the UK, Wainwright says to remember they do not usually
eat big meals or too much meat. Fish restaurants are safer.
9) Some of Joloda’s customers from the regions are unfamiliar with western culture.
Kordel advises that UK visits by them should be well-supervised from arrival to departure, with an
interpreter provided at all times.
10) Offer gifts.
“The Japanese enjoy giving and receiving beautifully presented gifts”, Kordel says. “Status is
critical, so a prestigious brand is appreciated best. However, it is not the value of the gift, but the
fact it is a present from you that counts” says Wainwright.
From the Financial Times

Summarise the information in the text. Use the headings below.

- language - dialect, climate, culture

- personal contact - country of origin

- patience - meals

- middleman - customer visits

- currency - gifts

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 Unit 3 – Business across Cultures

ADVICE TO FOREIGN BUSINESS PEOPLE

Listening

You will hear five short extracts in which different people give advice to foreign business people visiting their
countries or regions. For questions 1-10 choose the correct option A, B or C.

1. Business visitors to Australia should try to:

A. say what they mean.
B. give the impression of agreeing with their hosts.
C. listen carefully to what people say.

2. Men travelling alone by taxi in Australia should:

A. make sure the driver knows who is boss.
B. shake the driver’s hand on getting into the taxi.
C. not sit in the back seat.

3. In the Middle East meetings:

A. are never held on Fridays.
B. are never held before 12 o’clock.
C. are never held during the ninth month of the Islamic calendar.

4. Visitors to the Middle East should:

A. learn to write Arabic script before leaving home.
B. have business cards printed in Arabic and English.
C. write their names on their business cards in Arabic.

5. Business visitors to Spain may be surprised:

A. that people eat lunch with their families.
B. that lunch is the main meal.
C. that many restaurants do not open before nine in the evening.

6. An unacceptable gift to take to your host or hostess in Spain would be:

A. chocolates.
B. flowers.
C. chrysanthemums.

7. In Thailand, losing one’s temper in public:

A. is regarded as extremely bad manners.
B. is inevitable, considering the heavy traffic.
C. is something visitors often do.

8. Thai people would always avoid:

A. pointing at things with their heads.
B. touching other people’s feet.
C. touching other people’s heads.

9. In Venezuela punctuality:
A. is something locals find strange about business travellers.
B. is necessary as everyone has a lot of work to do.
C. is not expected of locals or foreigners.

10. If you are invited to a Venezuelan’s home for a meal, you should:
A. write a short letter saying that you accept the invitation.
B. send flowers the day after.
C. send flowers before and write to thank your hosts afterwards.

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BUSINESS ACROSS CULTURES

Revision

1. Read the following text and find out the missing headlines (A-G).

2. Fill in the missing words. In some cases you will have to use more than one word.

Managing cultural differences

All of us global minds have been confronted with cultural differences at some point. They often
lead to amusing misunderstandings, but can also have a serious impact on your career. We help
you avoid cultural conflicts at work and leave a good impression.

A. ___________________________________

If you have traveled a lot before, you know that there are huge differences in 1.
_______________ between people from one country to 2. _______________. In some cultures,
people are loud, direct or even blunt and tend to 3. _______________ others during a conversation.
In others, people are typically soft-spoken, use flowery or indirect 4. _______________ and wait
patiently for others to finish their sentence.
During a business meeting, these differences are 5. _______________ to come to the fore. Try
to 6. _______________ to the way your business partners communicate, e.g. when addressing and
7. _______________ your business partners, your boss and your colleagues. Always use last names
and 8. _______________ unless you are invited to do otherwise.
Hierarchies may have a great 9. _______________ on the communication style in your new
surroundings, so it is important to keep an eye on this. The most senior business partner may be
the one who is 10. _______________ the decisions at a meeting. Failing to acknowledge their 11.
_______________ within the company or to greet them with due respect can leave a bad
impression.

B. ___________________________________

Cultural differences also become apparent in differing concepts of time. Is the scheduled time
frame for a meeting set in stone, or does it allow for some flexibility? Will you jeopardize a business
12. _______________ by arriving late, or is it perfectly 13. _______________ to let family matters,
for example, take precedence over business appointments?
A popular example: Everyone would agree that Germans are 14. _______________ for their
punctuality. In many African and South American countries, however, scheduled appointments are
often treated like a general guideline rather than something one has to strictly abide by.
Seeing how some cultures are more time-conscious than others, it is always best to be 15.
_______________ at first and simultaneously adopt a relaxed 16. _______________ towards time
management. Even if you are always on time, your business partners may not take the appointed
time for a business meeting as 17. _______________ as you do. After a while, you will learn to
adjust to your business partners’ unique pace at work.

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Revision (cont.)

C. ___________________________________

There are always a few generally valid guidelines you should pay 18. _______________ in
order to make a positive impression in the business world. Being dressed 19. _______________ for
the occasion and arriving at a business meeting well-prepared are two very obvious ingredients for
your 20. _______________ in international business. Whether you are in France or in China, your
business partners will appreciate your 21. _______________ to make a good impression, regardless
of cultural differences.
When you fly abroad for business purposes, jet lag is a factor that needs to be taken into 22.
_______________ as it might inhibit your professional skills significantly. After all, who makes a
great impression when they are sleep-deprived and stressed out?
To mellow the effects of jet lag, try to arrive a couple of days early to give your body enough
time to adjust. It may help to set your watch to the new time before you leave and to act
accordingly. If at all feasible, this could 23. _______________ slowly adjusting your sleeping and
waking hours to the new time zone. This may seem trivial to you, but a well-slept and alert traveler
is much better equipped to 24. _______________ cultural differences than someone who is under
slept and exhausted.

D. ___________________________________

As an expat, you need a basic 25. _______________ of the culture you are about to do business
in or with. Not breaking any unwritten rules is no easy task and 26. _______________ quite some
preparation on your side. We have put together a small guide to help you get it right from the
beginning!
First of all, there is no such thing as a comprehensive and universally valid set of business
etiquette rules, as every country in the world has 27. _______________ unwritten code.

E. ___________________________________

Even tiny mistakes in international etiquette can have a negative effect on your career. They
may be interpreted as a significant 28. _______________ manners and can put an abrupt end to
your business abroad. To your business partners, you will appear uninformed or downright rude,
and you might jeopardize your business deal if you do not take the time to 29. _______________
social customs beforehand.
Etiquette is no randomly assembled set of rules but has its firm grounding in the 30.
_______________ of the respective country. For example, if you are aware of the concept of “face”
in many Asian cultures, you will know what implications it has for business conduct: If you want to
be 31. _______________ by your Asian contacts, never “lose face” in front of them, and by all
means avoid causing your potential business partners to “lose face”. This is how cultural 32.
_______________ can help your career.

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Revision (cont.)

F. ___________________________________

Respecting other people’s personal space is a crucial aspect of international etiquette, even in
business. It is important to keep 33. _______________ that there are significant differences
between cultures and between genders. Although it is almost impossible to go wrong with a
handshake, it’s always a good idea to hold back when in doubt. By observing your environment
closely, you will learn quickly where people draw the line between cordiality and intrusiveness. You
need to learn not 34. _______________ that line.
You may notice that in some cultures men are very touchy-feely with each other. Hugs may be
a regular 35. _______________ greeting business partners and colleagues. However, for a man to
greet female colleagues or contacts in the same way could be a huge faux pas.

G. ___________________________________

In most Western countries, business cards serve a purely informational purpose. It is

acceptable to bend them, fold them, shove them in your pocket or use them to jot down some
notes or a private phone number. However, in other parts of the world, international etiquette
dictates that business cards must be 36. _______________ with the utmost respect.
In Arab and some 37. _______________ countries, it is important never to use your left hand
to receive a business card, as this hand is reserved for personal hygiene. In other Asian countries,
such as China (including Hong Kong), Japan and Singapore, you give or receive business cards with
both hands, often accompanied by a small 38. _______________ .
As a general 39. _______________, try to treat everything, including business cards, you
receive from your business partners with respect, no matter whether these items hold a lot of
significance in your home country or not. It may seem trivial to you, but it can make or 40.
_______________ a business deal.

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 Unit 3 – Business across Cultures

GRAMMAR CHECKPOINT
1 - Key word transformation

For questions 1-8, complete the second sentence so that it has a similar meaning to the first
sentence, using the word given. Do not change the word given. You must use between two and five
words, including the word given. Here is an example (0):

0. You must do exactly what the manager tells you. CARRY

You must .......................................................................................................... instructions exactly.

You must ...carry out the manager’s… instructions exactly.

1. I regret not contacting Brian when I was in Dublin. TOUCH

I wish that I ........................................................................................... Brian when I was in Dublin.

2. In my opinion, these two kinds of music are completely different from each other.
COMPARISON

In my opinion, there is ............................................................................ these two kinds of music.

3. I don’t know why Sarah left the party so suddenly. MADE

I don’t know ................................................................................................ the party so suddenly.

4. Could you look after my cat while I’m away on holiday? CARE

Would you mind ....................................................................... my cat while I’m away on holiday?

5. We discussed the problem but nobody had a solution. CAME

We discussed the problem but ............................................................................... with a solution.

6. Claire was not allowed to stay out late when she lived at home with her parents. LET

Claire’s parents .................................................................... stay out late when she lived at home.

7. I arrived late because I missed the 10.30 train. TURNED

lf I'd caught the 10.30 train, I .................................................................................................. time.

8. Floods meant rescue workers could not get through to the village. PREVENTED

Rescue workers ............................................................................ through to the village by floods.

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 Unit 3 – Business across Cultures

GRAMMAR CHECKPOINT
2 – Multiple choice cloze

Read the text and then decide which word best fits each space. Circle the correct letter below.

Better and better for the business traveller

There’s been a lot of progress in services for the business traveller. It (0) …..C….. off with a desk
in each room. Then a second phone was (1) ……………… , so you didn’t have to (2) ……………… the
bedside one over to the desk. Today, any hotel (3) ……………… itself as a business hotel is (4)
……………… to have a fax machine available for your use, (5) ……………… there’s not one actually (6)
……………… for you in your room. In fact, many hotels have gone a step (7) ……………… by adding
direct, high-speed internet access.
These facilities may sound expensive, but they’re a worthwhile (8) ……………… for the
properties, given that the American Hotel and Motel Association (9) ……………… that business and
convention travellers (10) ……………… for approximately fifty-six per cent of domestic lodgings each
year. That’s a total of 221 million trips. No wonder hotels are competing for the business traveller.
‘It all (11) ……………… out of the idea of having a business centre in the hotel,’ says John Fox of
PKF Consulting, a New York-based firm that tracks hotel developments and statistics. ‘Today the
(12) ……………… is to bring the business centre into the room.’ But giving corporate travellers a high-
quality service (13) ……………… more than just office equipment. It also involves being (14) ………………
airports and financial districts, and (15) ……………… free shoe shines and mobile phones.

0 A opened B advanced C started D led

1 A founded B began C introduced D commenced
2 A pull B put C place D position
3 A claiming B promoting C urging D notifying
4 A demanded B insisted C needed D required
5 A if B unless C without D whether
6 A attending B served C remaining D provided
7 A greater B longer C further D higher
8 A capital B investment C change D fund
9 A adds B counts C totals D estimates
10 A represent B identity C account D calculate
11 A grew B increased C built D lifted
12 A trend B direction C course D route
13 A has B takes C does D gets
14 A close B next C about D near
15 A forwarding B offering C disposing D submitting

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 Unit 3 – Business across Cultures

GRAMMAR CHECKPOINT
3 – Word formation

Read the text below. Use the word given at the end of each line to form a word that fits in the space
in the same line. There is an example at the beginning (0). Write your answers below.

Answers:

1. 5.

2. 6.

3. 7.

4. 8.

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BUSINESS ACROSS CULTURES
Further reading
Lost in Translation: 8 International Marketing Fails
For U.S. businesses to succeed overseas, they
have to appeal to their international consumer
base. However, if not done correctly, marketing to
foreign customers can have disastrous outcomes.
Many U.S. businesses have learned the hard way
that an ad or marketing campaign that worked
stateside may not have the same charm when
translated into a foreign language. Here are 10 of
the funniest marketing translation blunders.
HSBC Bank
HSBC Bank was forced to rebrand its entire global
private banking operations after bringing a U.S.
campaign overseas. In 2009, the worldwide bank
spent millions of dollars to scrap its 5-year-old
"Assume Nothing" campaign. Problems arose
when the message was brought overseas, where
it was translated in many countries as "Do
Nothing." In the end, the bank spent $10 million
to change its tagline to "The world's private bank,"
which has a much more friendly translation.
KFC
While most businesses try to make a good
impression while expanding into a foreign
country, fried-chicken franchise KFC got off on the
wrong foot when it opened in China in the late
1980s. When the company opened its doors in
Beijing, the restaurant had accidentally translated
its infamous slogan "Finger-lickin' good" to a not-
so-appetizing phrase: "Eat your fingers off." In the
end, however, the blunder didn't end up hurting
KFC too badly: It's the No. 1 quick-service
restaurant brand in China today, with more than
4,400 restaurants in more than 850 cities.
Coors
American beer maker Coors discovered that slang
doesn't always translate well. When bringing its
cool "Turn It Loose" campaign to Spain, it appears
executives forgot to ensure the translation would
resonate with consumers. When translated into
Spanish, the tagline used an expression that's
commonly interpreted as "Suffer from diarrhea."
While the campaign did make its mark on Spanish
shoppers, it was for all the wrong reasons.
Electrolux
Not all translation blunders have been limited to
U.S.-based companies. Swedish vacuum maker
Electrolux got a quick lesson in English slang when
it introduced its products in the states. Thinking it
was highlighting its vacuum's high power, the
Scandinavian company's ad campaign centered on
the tagline "Nothing sucks like an Electrolux."
While the slogan might have been grammatically
correct, it never really took off with U.S. shoppers.
Unit 3 – Business across Cultures
Ford
Auto giant Ford found that in Belgium, enticing
customers with a dead body in every car isn't the
best way to make a sale. Hoping to highlight the
cars' excellent manufacturing, Ford launched an
ad campaign in the European country that execs
thought said "Every car has a high-quality body."
However, when translated, the slogan read,
"Every car has a high-quality corpse" — far from
the image they were hoping to invoke.
Braniff Airlines
Braniff Airlines got in trouble in 1987 when it
started hyping its new leather seats south of the
border with the same campaign being used in the
U.S.: "Fly in Leather." While the Spanish
translation, "Vuela en Cuero," was appropriate
throughout much of Latin America, it had different
connotations in Mexico, where the expression
also means "Fly naked." The promotion may have
appealed to some flyers, but it was far from the
message the airline was intending to send.
American Motors
It isn't always the messaging that gets marketers
in trouble in international locations. Sometimes,
it's the product name that gets lost in translation.
When car manufacturer American Motors
launched its new midsize car — the Matador — in
the early 1970s in Puerto Rico, it quickly realized
the name didn't have the intended meaning of
courage and strength. In Spanish, matador is
translated to "killer," which, in a place filled with
hazardous roads, didn't instill a great deal of
confidence in the drivers.
Pampers
Sometimes, companies run into problems
overseas not just for what they say, but how they
say it. When Proctor & Gamble started selling its
Pampers diapers in Japan, it used an image of a
stork delivering a baby on the packaging. While
the advertising may have worked in the U.S., it
never caught on with Japanese moms and dads.
After some research, the company figured out
that customers were concerned and confused by
the image of a stork on the packaging, since the
stories of storks bringing babies to parents isn't a
part of Japanese folklore. There, the story goes
that giant floating peaches bring babies to their
parents.
Chad Brooks
http://www.businessnewsdaily.com
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BUSINESS ACROSS CULTURES

Further reading (cont.)

Multiculturalism in business
American educator Mary Lyon (1797-1849) wrote: "There is nothing in the universe that I fear but that I shall
not know all my duty, or shall fail to do it."

Businesses must not transgress on culturally sensitive business practices; they should embrace
Lyon's attitude as much as possible. Multicultural businesses make for win-win outcomes.

Multicultural adaptations offer professional and personal advantages, too. As the economies of
nations are more intertwined, business dealings beyond monolingual utterances and cultural
limitations present advantages ... particularly with regard to U.S. currency exchange rates and trade
benefits.

Some U.S. citizens applaud modern foreign languages usage, others feel that persons coming to the
United States should speak mainly English. Put this assumption to rest since the BRIC nations (Brazil,
Russia, India and China) do not entirely buy into it ... nor do the Japanese. Also, Mexico (Spanish)
and Canada (French/English) languages and customs are in North America ... with the United States.

Multicultural adaptations make for greater business success when negotiations are at hand. Areas
for adaptation include but are not limited to politics, health professions, manufacturing, banking,
law enforcement, the food industry, theology and law. Said retired Spanish teacher Jose Vegas:
"Multicultural adaptations make for greater business options."

More modern foreign languages are spoken than before (Portuguese, Hindi, Chinese, Russian,
Japanese, etc.), their dominance exists with individuals who most often use them. While the
dominant U.S. business language (sometimes with translators present) is English, it would be super
ideal if more people spoke languages used by others.

Here are seven situations that make for multiculturalism being essential in business practices:

1. How important is eye contact in business negotiations? Find out.

2. Pecking order relationships are based on cultural norms. Know this when it comes to a
handshake, business protocol, social protocol.

3. The emphasis on work differs throughout societies. Know and comprehend those differences,
without making comparison to U.S. business practices.

4. Cultural approaches to work are sometimes based on attire, traditions and personal
relationships. Delineate a few.

5. What is meant by cultural differences in business settings? Address this.

6. Avoid stereotypes. But some are helpful (honest, hard-working, thrifty).

7. When speaking a foreign language might make a social difference, use it. Rotary International
sent five exchange Brazilians to Orangeburg recently. The use of Portuguese by the host families
would have been advantageous to everyone.

Multiculturalism - with various linguistic and cultural adaptations - is essential for robust businesses
success. Let this be an opportunity to move expeditiously with multicultural business practices. You
will prosper accordingly.
Howard Hill, Ph.D.

http://thetandd.com/news/opinion/multiculturalism-in-business/article_484a3162-56cf-11df-aad5-001cc4c03286.html

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