Reading text: Cultural behaviour in business

Much of today's business is conducted across international borders, and while the majority of
the global business community might share the use of English as a common language. the
nuances and expectations of business communication might differ greatly from culture to
culture. Alack of understanding of the cultural norms and practices of our business
acquaintances can result in unfair judgements, misunderstandings and breakdowns in
communication. Here are three basic areas of differences in the business etiquette around the
world that could help stand you in good stead when you next find yourself working with
someone from a different culture.
Addressing someone
When discussing this topic in a training course, a German trainee and a British trainee got into
a hot debate about whether it was appropriate for someone with a doctorate to use the
corresponding title on their business card. The British trainee maintained that anyone who
wasn't a medical doctor expecting to be addressed as Dr was disgustingly pompous and ful

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of themselves.
education The earning
put into Germantrainee.
that PhD however, argued
should give themthat the hard
full rights work and
to expect to years of as
be addressed
Dr
This stark difference in opinion over something that could be conceived as minorand thus
easily overlooked goes to show that we often attach meaning to even the most mundane
practices. When things that we are used to are done differently, it could spark the strongest
reactions in us. While many Continental Europeans and Latin Americans prefer to be
addressed with a title, for example Mr or Ms and their surname when meeting someone in a
business context for the first time, Americans, and increasingly the British, now tend to prefer
using their first names. The best thing to do is to listen and observe how your conversation
partner addresses you and. if you are still unsure, do not be afraid to ask them how they
WOuld like to be addressed.

Smiling
A famous Russian proverb states that a smile without reason is a sign of idiocy and a so-
called 'smile of respect is seen as insincere and often regarded with suspicion in Russia. Yet
in countries like the United States, Australia and Britain, smiling is often interpreted as a sign
of openness, friendship and respect, and is frequently used to break the ice.

In a piece of research done on smiles across cuitures, the researchers found that smiling
individuals were considered more intelligent than non-smiling people in countries such as
Germany, Switzerland, China and Malaysia. However, in countries like RuSsia, Japan, south
Korea and Iran. pictures of smiling faces were rated as less intelligent than the non-smiling
ones. Meanwhile, in countries like India, Argentina and the Maidives, smiling was associated
with dishonesty.
Eye contact
An American or British person might be looking their client in the eye to show that they are
paying full attention to what is being said, but if that client is from Japan or Korea, they might
find the direct eye contact awkward or even disrespectful. In parts of South America and
Africa, prolonged eye contact could also be seen as challenging authority. In the Middle East.
eye contact across genders is considered inappropriate, although eye contact within a
gender could signify honesty and truthfulness.
Having an increased awareness of the possible differences in expectations and behaviour can
help us avoid cases of miscommunication, but it is vital that we also remember that cultural
stereotypes can be detrimental to building good business relationships. Although national
cultures could play a part in shaping the way we behave and think, we are also largely
infuenced by the region we come from, the communities we assOciate with, our age and
gender, our corporate culture and our individual experiences of the worid. The knowledge of
the potential differences should therefore be something we keep at the back of our minds,
rather than something that we use to pigeonhole the individuals of an entire nation.

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Tasks
Task 1
Circle the correct answer.

1. The British trainee felt that people who want to be addressed as 'Dr' must be..
hard-woking.
conceited and self-important.
. doing a medical degree.
d. from Germany.

2. If you are not sure how to address someone, you should.

a. use the titte you see on their business card.
b. make your decision based on cultural stereotypes about their country.
c. address them the way you'd like to be addressed
s k them what they would like you to call them

3. There might be a misunder standing if an American smiles at a Russian business associate

because the Russian might think that the American is
b e i n g fake.
b. challenging their
authority
C. trying to break the ice.
d. disrespectful.

4. The Japanese, South Koreans and Iranians might interpret a smiling face as being
a. friendlier
b. less open.
n o t as intelligent.
d. dishonest.

5. Americans and British people sometimes use eye contact to show that they
a. like the speaker.

are really listening to what is being said.

C. are honest and truthful.
d. are attending to every need of the speaker

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