1、Unit 6,Intercultural Business Etiquette and Protocol,Learning objectives,Understand the importance of appropriate etiquette and protocol in intercultural business communication. Identify cultural differences in naming systems, business card exchange and other initiating business contacts. Understand

2、 how cultural differences in social entertainment may affect intercultural business communication. Understand how gift-giving practices vary from culture to culture. Learn the role that clothing plays in interacting with persons from other countries. Learn the importance of knowing about the variabl

3、e rules of business engagement. Become aware of the cultural impact on the comprehension of humor in international business.,The importance of appropriate etiquette and protocol,Good manners are cost-effective because they not only 1) increase the quality of life in the workplace, by contributing to

4、 optimum employee moral and embellishing the company image, they also play a major role in 2) generating profit. appropriate etiquette and protocol can make you stand out as a world-savvy individual in a competitive global market. Your manners and behavior are of equal importance as. your knowledge

5、of subject matters and your brilliance at the negotiation table.,Nan Leaptrott (1996),“ knowledge of protocol makes global business a game of strategy. Ignorance of the rules of behavior makes it a game of chance.” “Mastering the game of global business requires two skills: 1) understanding the rule

6、s of interaction and 2) using the rules strategically.”,“Understanding” not just “knowing” the rules. Understanding means to know where the rules come from and what purpose they serve, as well as knowing of specific customs.,Therefore, knowledge of certain rules of business and social etiquette and

7、protocol is very important in conducting intercultural business.,But what is etiquette and protocol exactly?,Defining Etiquette and Protocol,1. Websters college dictionary defines: protocol as “the customs and regulations dealing with diplomatic formality, precedence and etiquette” 官方行為，如外交禮儀中應(yīng)遵守的規(guī)章

8、和習(xí)慣。 Etiquette as “conventional requirements as to proper social behavior”. 禮節(jié)指社會活動和商務(wù)交往中應(yīng)遵守的舉止行為規(guī)范。,Defining Etiquette and Protocol,2. Chaney and Martin (2002): Etiquette refers to manners and behavior considered acceptable in social and business situations. Protocol refers to customs and regulatio

9、ns dealing with diplomatic etiquette and courtesies expected in official dealings with persons in various cultures. 禮節(jié)指社會活動和商務(wù)交往中應(yīng)遵守的舉止行為規(guī)范。禮儀指官方行為，如外交禮儀中應(yīng)遵守的規(guī)章和習(xí)慣。,Defining Etiquette and Protocol,Protocol is what to do in a given situation. Etiquette is how to do itand how to do it gracefully. 禮儀是某

10、一種情景下該做什么，禮節(jié)是如何做才得體。,As long as you understand the correct protocol, etiquette can usually be adapted to do gracefully and respectfully what needs to be done.,Example 1:,Exampleserving wine in Japan,All these examples of protocol and etiquette illustrate how protocol is used to promote or maintain t

11、he values of a culture. We should be aware of that the etiquette used to achieve the purpose of the protocol may be different from culture to culture.,According to Carl A. Nelson, there are eight common protocol elements or categories which permit you to do business successfully in any culture. They

12、 are: 1. names, 2. rank and title, 3. time, 4. behavior, 5. communications, 6. gift giving, 7. food and 8. drink. Chaney and Martin (2002): Proper social behavior includes learning cultural variations in 1. making introductions, 2. exchange cards, 3. recognizing position and status, 4. dining practi

13、ces, 5. tipping etiquette, 6. giving gifts, and 7. traveling. Other customary behaviors are also associated with 1. greetings and 2. verbal expressions, 3. male and female relations, 4. dress and appearance, 5. use of humor, 6. belief in superstitions, and 7. special foods and 8. consumptions taboos

14、.,Initial Contact: who do you wana work together? and who do you expect to be your partner?,First impression are made only once but remembered for a long time. Also it is hardly to change. So the question is: What factors will you pay more attention when you meet a person? Or where will you focus on

15、 when you meet a person?,Initial Contact:,Naming systems: Of course, remembering names and using them when addressing other people is one of the most important, yet difficult, elements of protocol. However, it is also an avoidable mistake if you do your homework properly.,In the U.S. and Great Brita

16、in: First names are used almost immediately. In Germany, Italy and China: Use titles. Often indicate the persons profession or educational level. In Asia: The surname precedes the personal name. In Spain: Two surnames (one is from mothers side, and the other is from fathers side. Its not sure when t

17、o use which one.) Latin American countries: often add their mothers maiden name to their surname, so you would use the nest to the last name when addressing them. When women marry, they drop their mothers surname and add their husbands fathers surname.,Appointment making:,The ways in which you make

18、initial contact and an appointment to conduct business can range from 1) a brief telephone call 2) writing a formal letter of request 3) a go-between or emissary. The manner in which the initial business contact is made and the amount of advance notice between the contact and appointment are key fac

19、tors you must consider when doing business in another culture.,In El Salvador and much of Latin America, including Mexico, appointments must be made at least a month in advance by mail or telephone and then verified one week before the meeting. In Latin American cultures, you should establish your c

20、ontacts as high up in the organization as possible. In Egypt, you must send a letter of introduction to Egyptian contact that can facilitate obtaining an appointment. In Africa, the use of an intermediary is sometimes essential, especially when approaching someone of higher status.,In Saudi Arabia,

21、you must have a sponsor that acts as an intermediary, makes appointments, and arranges meetings. In Italy, strong contacts that can represent you and make appropriate introductions are preferred. Even with such a representative, it is important that your initial contact be written in Italian. In Chi

22、na, it is also important to establish contacts before you invest in a trip.,Business card etiquette:,What information should be included in a business card? Business cards should have: name, full title, companys address, telephone numbers, fax number, E-mail address, etc. Today, it is more necessity

23、 that courtesy to have your cards translated into the local language of the country you are visiting. Always present your card with the printed side up or, in the case of bilingual cards, with the local-language side showing.,To be formal, present a business card with both hands and position the car

24、d so that the person can read it.,Card Exchange,The practice in the U.S. of glancing at the business card and promptly putting it in the pocket is considered rude in countries like Japan. The Japanese examine the business card carefully and comment while accepting it.,Card Exchange,In the Islamic wo

25、rld the left hand is considered unclean. Even in many non-Islamic areas of Africa and Asia, the tradition has evolved of using the right hand in preference over the left, so when presenting or receiving a business card, use the right hand.,Card Exchange,Wait to be introduced before presenting your b

26、usiness card. Present the cards one at a time in the order of the hierarchy of the delegation. Take plenty of cards. It can be highly embarrassing to run out of them and in some cultures it would be an insult. Always treat your colleagues cards with respect.,Social Entertainment,Table manners:,Table

27、 manners reveal much about a person. Nothing is more essential, more universal and more accurately defined by culture than eating habits.,Many cultures dining practices differ in many respects such as 1) what to eat 2) how to eat 3) when to eat 4) where to eat,Eating styles,Guess the meaning,In many

28、 countries, you are expected to eat everything on your plate; Egyptians, however, consider it impolite to eat everything on your plate.,Japanese sitting in a kneeling position on a tatami plate.,The number of courses,China? America? Latin America? Italy and France?,Four cold dishes first, main cours

29、es of hot meal and vegetable dishes.,Usually 2 or 3 courses, formally 3 or more courses.,Numerous courses.,Salad after main course.,What to eat - Unusual Foods,Strict rules of dinning,Who do not consume pork and alcohol? Who do not eat neither pork nor shellfish? Who do not eat any beef? And why?,In

30、 France，,Drinking protocol,1. When do we drinking beer or alcohol? business dinners, birthday parties, wedding feasts, sacrifice ceremonies 2. How do we drink usually? Toast, bottom up 3. What roles does Alcohol play during the business functions? Loosen up the relationship and greases the social sk

31、ids on the way to a successful business deal. 4. What differences do you know between Asian and Western drinking style?,Different Drinking style,Muslims completely shun alcohol. Chinese hospitality requires that people toast each other and drink heartily. Sometime you are challenged to drinking cont

32、ests. Russia - no Russian meal is complete without vodka - an open bottle must be consumed. US prefer icy cold beer. UK and much of Europe, beer is sometimes served at room temperature.,Disney failed to consider the European penchant for drinking wine or beer with meals. Disney has since introduced

33、both beer and wine at all park restaurants.,Seating Arrangement,While there are no written rules for seating etiquette in some countries, there are some definite guidelines in others. Most cultures have some type of seating hierarchy that places the most important guest in a seat of honor relative t

34、o the host.,In business dining,The operative principle is to achieve your goal: honor your important business guest with a seat next to you or as close as possible, so you can influence and enter into the conversation.,in the French method, the hostess would be replace by a co-host or second in comm

35、and.,In the British method,If the group is small and there is no co-host,In Asia, tables are usually either circular or square.,The correct version,The Japanese arrangement is the same, with the host in the least desirable location.,In middle eastern cultures,Seating is usually circular, but not nec

36、essarily around a table. Guest might sit on the floor. communal bowls are placed at the center, equidistant from the dinners. Someones right side is the preferred side. So the most IMP guest to the right of the host. Women usually eat separately.,Cocktail party,The cocktail party may cause problems

37、in intercultural communication. Because it is a typical US symbol of entertainment, but it is an unfamiliar social phenomenon to many other cultures.,Different party style,1. what about a cocktail party in US? 2. What about a cocktail party in Germany? 3. Whats the differences between them? 4. Why a

38、 cocktail party in Japan may create many problems?,Tipping,Tipping is acceptable in some countries and not necessary or even not allowed in others.,Tipping,In tipping culture, a tip of 15% of the bill used to be considered generous in fine restaurants, 20% of the bill is now closer to the norm when

39、the service is excellent. Tipping service personnel at a resort or luxury hotel may add an additional 25 % to your bill.,In many European restaurants, 10% and 15% has already been added to the restaurant bill or your hotel bill. So you no need leave an additional tip.,Traveling in America involves n

40、umerous tipping situations, including cab drivers, the bellhop, and other service personnel who may carry your luggage, summon a cab, or perform other services such as delivering food or small appliances to your hotel room.,In non-tipping culture, tipping can offend and insult the people of that cul

41、ture.,In Australia and New Zealand, tipping is frowned upon - virtually non-existent. In China and Japan, consider helping you with your luggage as a gesture of hospitality. Sometimes, service personnel may not be allowed to receive tips, but things are changing in China nowadays. Letter of thanks a

42、re very much appreciated.,Gift-giving,Each country has its seasons and occasions for giving gifts. The careful selection and wrapping of a gift and presenting it at the proper time with proper manners conveys to others your social sensitivity and good manners.,How gift-giving is culturally sensitive

43、? What gift may let you down?,To summarize the taboos from 3 examples in P228,Gift-giving taboos in Japan? Gift-giving taboos in Germany? Gift-giving taboos in China?,Why are the differences of gift-giving etiquette in the U.S. and Japan so obvious?,Gift-giving in Japan,Japans major gift-giving time

44、 are Ochugen (July 15) and oseibo (December). Companies give gifts to their customers as an expression of appreciation for past and future business. They also reward their employees at these times with large bonuses. Favorite gifts are imported liquor, consumable of high quality and design-made prod

45、ucts. Music related gifts are also good choices. Importance is attached not only to what one gives but also to where the present was bought. The wrapping of the gift and the manner of presenting it are just as important as the gift itself.,Gift-giving in America,lavish, extravagant gifts are definit

46、ely out. Put your company name on, or at least near the gift. Wrapping a business is not necessary. Gifts are opened in front of the giver.,Gift-giving in China,In China, relationships are built and sustained through the exchange of favors and gifts in attaining goal that are beneficial for both par

47、ties. Business gifts are symbols of friendship, trust and mutual obligation, it is best to select items that best represent ones own culture. It is not necessary that gifts should be expensive, but they should be thoughtfully chosen.,Can you give advice to a foreign people who wish to know gift givi

48、ng practice in China?,The following items are suggested: desk accessories, kitchen gadgets, framed paintings, decorated items for the home, books, pans, lighters, whiskey, calculators and watches, a cellular phone or small CD player, stamps, flowers and food, etc. Gifts to avoid are: foreign currenc

49、y, cheese, green headwear, sharp objects like knives or scissors, clocks, handkerchiefs, umbrellas or white flowers, etc.,Gift-giving in other cultures,1. Be aware of superstitions and taboos related to gifts in different cultures. French? Germany? China? Britain? Latin America? Arab? Islamic countr

50、ies? Germany：,2. Be aware what gifts are appropriate.,It is better to bestow several inexpensive, well-thought-out gifts instead of lavish expenditures. the best gift is one representative of your country or where you come from. when presenting gifts to a group, it is best to give things of equal va

51、lue. be certain the person at the top of the rank structure receives first.,3. Recognize the significance of numbers in gift-giving. For example, 3 in Thailand, 8,9 in China. 4. Know when to present the business gift. At the beginning or at the end?,Business dress,The way you are dressed is importan

52、t in making a positive first impression. What will you dress in terms of an interview? wedding? Funeral? Colleagues activities? A home party invited by manager? Business negotiation?,Culture-specific dress code,Each culture has different rules about what is appropriate. China? Japan? U.S.A? Middle E

53、ast? Color? Style?,Culture-specific dress code,1. US tend to emphasize comfort and practical clothes. 2. The ritual of taking off ones shoes and putting on slippers provided by the host is perfectly natural to the Japanese. 3. American people tend to be more casual than Japanese. 4. Americans dress

54、more formally on the west coast than on the east coast. 5. People of some professions dress more formally than some other professions.,Businesswomens dress codes,Businesswomens dress codes,Rules for appropriate dress for women can vary widely across cultures. In Arab countries, even in the less fund

55、amentalist ones, women are expected to dress modestly. Mini-skirts, sleeveless blouses, sleeveless dresses, tight skirts, and tight dresses would not be considered appropriate. In Afghanistan, the dress rules are spelled out very clearly. Arms, legs, and hair must be covered in public.,Global dress

56、codes,International business uniform: For men: a dark suit, white shirt, and conservative tie. For women: a knee-length dress, high-cut blouse and comfortable shoes. Long-sleeve shirts are preferred. Short sleeves are ok for after work casual meetings.,Business Scheduling,When scheduling business ac

57、tivities, you have to take into consideration variable rules of engagement with people from other cultures. The first thing you should know is their typical hours of work, lunch, and break times so as to make arrangement at appropriate time.,1. Office hours vary in different countries.,Most countrie

58、s are 9 am to 5 pm. Iran, from 9:30 am to 1 pm and 2 pm to 5 pm, Monday through Friday. South American countries such as Brazil and Colombia, the workweek is 8 am to 6 pm, Monday through Friday. Peru has one of the longest workweeks in the world: 48 hours with business open at least six days a week.

59、,2. The lunch period is also different.,In US, lunch varies from 30 mins to an hour, and break time can include one 15 mins in the morning and a second 15 mins in the afternoon. Europeans usually have one hour lunch break, 20 mins morning and afternoon breaks. And 15 mins at the end of the work day for cleanup time.,3. An awareness of the Holidays and holy days of other cultures is important in scheduling business activities. Business may not be conducted o