The requirement to engage in intercultural communication always increases the
potential for misunderstanding and conflict, but in business relations, it can also
mean the difference between success and failure. To illustrate the very vital role that
culture plays in globalized commercial activities, we will examine five culturally sensi-
tive areas: (1) business protocol, (2) leadership and management, (3) decision mak-
ing, (4) conflict management, and (5) negotiations.Business Protocol
Business protocol involves forms of behavior such as establishing initial contact,
greeting conventions, personal appearance, gift giving, and communication impropri-
eties, with cultural differences in these protocols varying widely. For instance, while
informality is the norm in most U.S. business settings, that protocol is not shared by
all cultures. When conducting business in another culture it is highly important to
understand and follow the prevailing customs. Knowing how to dress and introduce
yourself, for instance, is especially important during initial interactions, when making
a positive impression is critical to continued good relations.
Makinginitial contactis an important aspect of globalized business. The methods
used to establish these contacts vary among cultures and can range from sending an
email, to placing an unsolicited telephone call, to writing a formal request for a meet-
ing, to using a“go-between”or emissary to help obtain an appointment. The appro-
priate procedure to use relates directly to the culture of the person you wish to
contact. In the United States, initial contacts are often facilitated by a third-party
introduction, but this is not a necessary requirement.“Cold calls”can also be used
to gain access, and every U.S. embassy has an office dedicated to helping businesses
make preliminary contact. In many cultures, however, business is based on estab-
lished, trusted relationships. For instance, in Northeast Asia (China, Japan, and
Korea), India, and Latin America, having a trusted third-party provide the initial
introduction is often the only way to gain access to an organization’s executives.
After gaining entry, it becomes important to acknowledge and attempt to practice
the established culturalgreeting behaviorsof that nation. By knowing the appropriate
greeting behavior and a few expressions in the language of the host culture, you will
have a general idea of what to expect. This will enable you to reduce uncertainty and
anxiety. You will also have an advantage in making a positive first impression. A sig-
nificant consideration when meeting someone of another culture for the first time is
knowing the proper form of address. What is the order of names? Should you use the
first name, last name, or title? What gestures are appropriate?
Your experience has taught you that in the United States, first names precede
family names, a firm handshake is expected, and after exchanging initial greetings,
individuals often begin using first names. Titles such as“doctor”or“professor”are
appropriate only in certain settings and are often dropped after establishing relations.
However, in Japan, Korea, Vietnam, and several other cultures, the family name pre-
cedes the given name. Thus, in Seoul, Kim Eun-Ju would be Ms. Kim, whose given
name is Eun-Ju (there are no middle names in Korea). If Ms. Kim has a professional
title, that should be made part of any address to her. It is also important to know that
in Korea, married women retain their own family name. Thus, Ms. Kim’s husband
may be Mr. Lee or Dr. Park. On meeting, a bow is usually rendered to Korean
women and men, accompanied by a handshake between men. Although it may be
normal in the United States for men to grasp the shoulder or upper arm of another344 CHAPTER 10• Intercultural Communication in Contexts
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