UNIT 9: INITIAL CONTACTS
ACROSS CULTURES
Intercultural Business Communication
Instructor: Hsin-Hsin Cindy Lee, PhD
Contents
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Part 1: Country profile
Part 2: Case study
Part 3: Learning points
Part 4: Checkpoint
References
Country Profile – Colombia
How much do you know about Colombia?
Part (1/4)
Colombia – Hard Facts
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Full name
Population
Capital
Area
Major language
Major religion
Life expectancy
Monetary unit
GNI per capita
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Republic of Colombia
46.1 million (UN, 2005)
Bogota
1.14 million sq km
Spanish
Christianity
69 years (men), 77 years
(women) (UN)
1 Colombian peso = 100
centavos
US $2,290 (World Bank, 2006)
Overview
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Colombia has significant natural resources and
its diverse culture reflects the indigenous Indian,
Spanish and African origins of its people.
But it has also been ravaged by a decadeslong violent conflict involving outlawed armed
groups, drug cartels and gross violations of
human rights.
The fourth largest country in South America
and one of the continent's most populous
nations, Colombia has substantial oil reserves
and is a major producer of gold, silver,
emeralds, platinum and coal.
Colombia
Useful Links
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http://www.internationalist.com/business/Colombia.
php
 Introduce
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http://news.bbc.co.uk/2/hi/americas/country_profi
les/1212798.stm
 Provide
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more a great number of links in Colombia
hard facts and introduction to the country
http://news.bbc.co.uk/2/hi/americas/country_profi
les/1212827.stm
 Provide
the timeline/history of the country
Case Study – Initial Contact
Part (2/4)
Case Study – Getting Connected in
Colombia
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A bank in Bogota, Colombia decided to improve its
computer communications system. The top sales
manager of a young but successful communications
company in the USA wanted to get the Colombian
account.
The sales manager, Peter Knolls, was a young man
with an excellent background in computers and US
sales. He had been on of the original partners in
this small communications company.
Looking for agent and key contact
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From his office in Chicago, he started to look for the
right person to contact. He called the Colombian
Association of Banks. The association coordinates
bank business and encourages foreign investment. It
also acts as a third party to introduce foreign
contacts.
An agent of the association named Roberto Coronas
as the key contact of the Columbian bank for the
account. The agent then suggested they all meet
together in Colombia.
The first contact on the phone…
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Knolls, wanting to be certain that a trip to Colombia
would be worthwhile, asked the agent for Coronas’s
phone number and called him immediately. He
introduced himself to Coronas and began to explain
how his company could develop the best computer
system for the bank.
Coronas suggested they meet each other in person
to talk further.
The first face-to-face meeting…
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Knolls went with the agent to meet Coronas in person.
After a brief introduction, Coronas suggested that the
two men have dinner together that evening.
At the dinner the sales manager (Knolls) was ready to
talk about business, but Coronas wanted to talk about
general topics, such as business friends, and Colombia’s
literary and cultural history instead.
Knolls said his interest was in business, not in the arts.
The young man explained how he had independently
developed a successful communications business without
any special help or connections.
The end
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Knolls did not make a good impression on Coronas.
At the end of the evening, Coronas said they should
stay in touch.
BUT he never contacted Knolls again.
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Knolls lost the important business contact.
Why? What happened?
Your Analysis
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Why didn’t Coronas contact Knolls later?
What did Knolls do wrong for the initial contact?
Was there any other better way to deal with
Coronas in this case?
Questions for Discussion
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Can you answer the following questions in terms of
Colombian, American and Taiwanese cultures?
Is it more common to contact people and get
information in person or on the phone?
What are some ways to get introduced to a company?
Which way is most common or effective?
In making initial contact, which is more important: the
company or the person representing the company? Why?
How important are personal connections? Why?
How much time is spent on getting to know each other?
Why?
Can you use the model of synthetic cultures to explain
the differences between those national cultures?
Learning Points
Part (3/4)
Outline
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Colombian business etiquette
Individualist VS Collectivist Cultures
Further information and examples on getting
connected for initial contact
 E.g.
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Egypt; Korea
Intercultural business communication tips for the first
meeting – the use of names and titles
 E.g.
Singapore; England
Colombian business etiquette
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Family – As a collectivist culture, family is the central unit of Colombian society. Close ties
between extended families and communities can have a major influence on individual behaviour.
The importance of family is also evident in Colombian business culture where often family
members will be found working for the same company and many companies are family owned.
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Indirect communication – Colombians tend to communicate in an indirect and subtle manner. It
is important to not offend others and always be as diplomatic as possible. Meaning is conveyed
through non-verbal forms of communication and often a Colombian will say ‘yes’ or ‘maybe’
instead of saying ‘no’ to avoid losing face and maintain harmony.
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Time – Colombians approach time in a very relaxed and flexible manner. Punctuality is not
essential and planning things to the minute is not common. Business meetings are often delayed
as a result and sometimes even cancelled at the last minute without any prior warning. If
planning a visit or series of meetings in Colombia, therefore, always schedule extra time in
between to allow for any extra time needed.
Dos
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DO expect to spend a lot of time getting to know your
Colombian business counterparts before any business takes
place.
DO translate all your marketing literature, business cards and
any other documents you present in your business dealings into
Spanish. Failure to do so may jeopardize your business
potential.
DO accept invitations from your Colombian business
counterparts to social or business occasions. Social events are
an ideal time to develop relationships which are an essential
part of Colombian business culture. They are also a great
opportunity to experience and learn more about Colombian
culture.
Don’ts
DON’T rush business dealings with your
Colombian colleagues and avoid pressing for
final decisions.
 DON’T be overly aggressive while negotiating
business deals, as it is considered rude and
often perceived as arrogant.
 DON’T ignore formal Colombian dining
etiquette as this will reflect poorly on you as
an individual and will also negatively impact
any business dealings in Colombia.
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Individualist VS Collectivist Cultures
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"We" not "me" orientation.
Each person is encouraged to conform to society, to
do what is best for the group and to not openly
express opinions or beliefs that go against it.
Group, family or rights for the common good are seen
as more important than the rights of individuals.
Rules promote stability, order and obedience.
Fitting in or conforming to group or society is required.
Distinctions made between in-group and out-group.
Working with others and cooperating is the norm.
Everyone often relies on others for support.
Individualist VS Collectivist Cultures
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"I" identity.
Promotes individual goals, initiative and achievement.
Each person is encouraged to stand out, be unique
and express themselves.
Individual rights seen as most important.
Rules attempt to ensure independence, choices and
freedom of speech.
Less distinction between in-group and out-group.
Relying or being dependent on others is seen as
shameful.
People are encouraged to do things on their own, to
rely on themselves.
Doing Business in Individualist (American)
Culture
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Relationships or connections are not essential to
success.
Cooperation depends on terms and conditions.
Prefer clear and direct delivery of messages.
People do not hesitate to speak for themselves.
People care about their personal performances.
Everyone’s job responsibilities tend to be clearly
stated
Prefer to deal with one single task after another.
Further information/Examples for initial
contact
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Egypt
 Governmental
references are useful
 The social relationship is essential
 The same respect and social interest should be shown to
all person who are in the key contact’s office
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Korea
from a 3rd party is useful
 Contact highly respected Korean
 High-level government officials are influential
 A person’s status is defined by education, family, birth,
address, connections and the size of the company, etc.
 Recommendation
More Tips on Intercultural Communication
for Initial Contact
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The Use of Names and Titles
 Formal
Culture VS Informal Culture
 Formal Culture:
 Use
titles more often
 Use first names only with close friends
 E.g. Britain, Singapore
 Informal
 Use
Culture
first names more often
 Titles are used in the working place or first meetings only
 E.g. USA
Checkpoint
Part (4/4)
Checkpoint
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What is Colombia’s official language?
Give three examples on what you should do while
doing business in Colombia?
Give three examples on differences between
Colombian and American business cultures.
How shall you make initial contact to do business in
Egypt?
How shall you make initial contact to do business in
Korea?
References
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Business Across Cultures. By Laura M. English and
Sarah Lynn.
www.bbc.com.tw (country profile)
Doing Business in Colombia. By Corao Malinak,
Communicaid Consultancy.
CIA The World Factbook 2007
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Do you have any questions?
You are encouraged to ask questions!