SSB201 - Slot 22

Chapter 11.
Global Etiquette
Chapter outline
1. Introductions, Greetings, and handshakes
2. Business card exchange
3. Position and status
4. Electronic com. Etiquette
5. Dining practices
6. Tipping
7. Gifting
8. Travel Etiquette
Learning objectives
Upon completion of this chapter, you will:
1. Understand cultural differences in making introductions, greetings, and handshakes
as well as customs related to business card exchange.
2. Understand how position and status affect cultural interaction.
3. Be familiar with rules of etiquette that apply to communicating by telephone and
electronically with persons of other cultures.
4. Understand how cultural differences in dining practices may affect intercultural
communication.
5. Be familiar with the cultural nuances of tipping.
6. Understand how practices of giving gifts vary from culture to culture and the role of
gift giving in establishing favorable intercultural relations.
7. Learn the importance of travel etiquette in conveying a positive image of a person’s
firm and country.
What is business etiquette?
Etiquette refers to manners and behavior considered acceptable
in social and business situations.
1. Introductions, greetings, and
handshakes
Being sensitive to cultural variations:
The procedure for making introductions varies from culture to culture.
Making a positive impression:
First impressions are made only once but are remembered for a long
time.
Handshake
The handshake is customary in many countries but diverse
Example:
The soft handshake of the British; but the firm handshake of U.S.
Egyptians: shake hands both men and women; but men of India shake hands with
other men but not with women.
Although a firm handshake is considered the norm in the United States, it may be
considered impolite in some cultures.
Handshakes by Culture
A kiss or hug
A kiss or hug: is inappropriate as a form of greeting in the United States, in other countries it is
customary.
In Saudi Arabia, South American is common.
(Ex: in Saudi Arabia, the handshake is accompanied with a light kiss; even males in Saudi Arabia
kiss both cheeks after a handshake.)
Asians, Northern Europeans, and most North Americans are uncomfortable with touching and
hugging.
Bowing
Is common in China and Japan, is uncommon in many other cultures.
2. Business card exchange
An important aspect of business protocol is the proper procedure for exchanging business cards.
“Don’t leave home without it,”

Business card exchange
An exchange of business cards is an expected part of all business introductions and most
personal ones in Europe
Other parts of the world in which an exchange of business cards is the norm include the
Middle East, the Pacific, Asia, and the Caribbean.
The practice in the United States 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 make some comment while
accepting it.
Use both hands when presenting your card in
Japan or South Korea
Business Card Presentation in Japan

In most countries of Southeast Asia, Africa,
and the Middle East (with the exception of
Israel), avoid presenting the card with your left
hand as the left hand is reserved for taking
care of bodily functions.
In non-English speaking countries, have the
information on your card printed in English on
one side and in the local language on the
other
3. Position, status, relationships in
workplace
Position and status may have an impact on the success of intercultural communication
encounters.
No standard definition of social class exists that applies to all countries because people in
different cultures have their own way of identifying the classes.
Some cultures believe that people should occupy their proper places and that some are
entitled to more respect than others.
Status & Education
Status is associated with education in a number of cultures. Educational titles are used in
introductions as a sign of respect and acknowledgment of the person’s educational
achievement.
Status & Gender
Cultural differences also exist concerning the status of women in a society. Women in some
cultures play a less prominent role in business than do men.
Status & Gender (cont.)
In South Korea: Women are considered inferior to men and thus have lower social status. Even
those with college degrees, are rarely employed as executives; they usually hold jobs as teachers
or secretaries.
Social and economic inequality between men and women is also apparent in China, Malaysia,
and Singapore; men are clearly the ones in positions of authority
(Chaney & Martin, 2007;Turkington, 1999)
Status & age
In some cultures, such as the Chinese, people are very aware of age and hierarchy.
Age is viewed as an indication of seniority. In addition to the Asian culture, the Arabian world
has a great respect for age.
In addition to the Asian culture, the Arabian world has a great respect for age.
For example:
A consulting firm trying to establish a partnership between a
Mexican and U.S. client arranged a party at a local hotel to
celebrate the new business. Invitations were sent to all those
involved. Only Mexican administrative assistants attended; none
of the executives attended. The party organizers later learned
that Mexican companies are very hierarchical and do not mix
socially with people of other ranks. Mexican executives chose
not to attend upon learning that administrative workers were
also invited.
Discussion
Explain how high-context societies differ from low-context societies in male/female

relationships.
4. Electronic Communication Etiquette
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 news groups (Segaloff, 1998).
Points of etiquette regarding their
transmission follow:
Call ahead to confirm the fax number and to alert the person that you are sending a message
(in case the fax machine shares a line with a person’s telephone). The message should follow
within 15 minutes.
Certain documents should not be faxed—documents of more than 10–15 pages, personal or
confidential information, and negative news.
Avoid using the fax when impressions are important. Résumés and proposals submitted on fax
paper will not get the same attention as those submitted on good-quality, linen finish paper
(Ford, 2003; Glassman, 1998)
5. Dining Practices
Cultural dining practices vary widely
For example:
In many parts of the world, the main meal is at noon, although in the United States, the main
meal is in the evening.
In Mexico, lunchtime is from 2 p.m. to 4 p.m. and is the main meal of the day.
6. Tipping
People communicate nonverbally by their tipping practices; those who are basically miserly and
those who are generous reveal these traits by their tipping behavior.
7. 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 and social relationships.
8. Travel Etiquette
Travel etiquette begins with a pleasant, positive attitude and a sense of adventure, especially in
international travel.
Case study 1
1. A Japanese businessman on his first visit to the United States was pleased to be invited to a U.S. executive’s
home for cocktails. He arrived promptly at 7 p.m. The host introduced him to a small group of people, and
then returned to the front door to greet others who were arriving. The Japanese businessman seemed to have
nothing to contribute on the seemingly mindless topics that were discussed. After a few minutes, the others in
the group wandered off to join other groups, and he was left alone. Because the host did not return to
introduce him to others at the party, he left and returned to his hotel. What, if any, rules of proper etiquette
were breached?
2. At his first meeting with Mina Van Buren, a U.S. manager, Juan Velasquez, an Argentine businessman,
complimented her on her appearance and invited her out for drinks and dinner that evening. Ms. Van
Buren refused, saying that she preferred to keep their relationship on a professional level. Discuss the
appropriateness of Mr. Velasquez’s invitation and Ms. Van Buren’s response and the implications for
building a solid business relationship.

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Chapter 11.

“Don’t leave home without it,”

Business Card Presentation in Japan

Explain how high-context societies differ from low-context societies in male/female

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