Chapter 8
Global Etiquette
Intercultural Business Communication, 4th ed. Chaney & Martin
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
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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).
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Ricks, 1999
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.”
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
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.
Intercultural Business Communication, 4th ed. Chaney & Martin
Topics Covered
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Introductions
Business Card Exchange
Position and Status
Electronic Communication Etiquette
Dining Practices
Tipping
Gift Giving
Travel Etiquette
Intercultural Business Communication, 4th ed. Chaney & Martin