man when meeting, this behavior should be avoided in Asian cultures. However,
among close associates in Mexico, a brief embrace (abrazo) on meeting and departing
is entirely appropriate. In the more formal German culture, where all titles are used,
Herr Professor DoktorSchmidt would expect a firm handshake.
Personal appearanceis yet another critical aspect of business protocol, as it creates
a first impression and plays a significant role in establishing credibility.^8 The
relaxed dress code common in many U.S. organizations is a reflection of the infor-
mal U.S. culture. Casual dress has become even more popular among the dot-com
generation in the United States, and the late Steve Jobs, founder of Apple, made
informal dress his hallmark. But while this informality is often seen as a mark of
status among the younger U.S. generations, it can be perceived quite differently
in cultures where formality is the norm. In China, Germany, France, much of
Latin America (including Mexico), and many other nations, conservative dress,
such as dark suits and white or pastel shirts, is the norm for the business
environment.
Theexchange of giftsin the international business context can be somewhat chal-
lenging, as expectations differ among cultures. In individualistic Western cultures, gift
giving can be associated with attempts to curry favor. The attitude against corruption
is so strong that the United States has a federal statute prohibiting bribery, and the
Internal Revenue Service limits gift deductions to $25.^9 Such restrictions make it
necessary for the international business representative to be able to distinguish
between what may be considered a gift and what might be seen as a bribe. From the
perspective of the United States, suitable gifts for exchange with representatives of
another organization are small, relatively inexpensive mementos intended to com-
memorate an event or organization or to serve as an expression of appreciation and
solidarity. These include such things as cups, key rings, glasses, books, etc., which
are inscribed with the company’s logo.
When engaged in business with a foreign organization, it is useful to know not
only the local views concerning gift giving but also what is considered an appropri-
ate gift. In some cultures the color white is associated with death, so white flowers
and white gift wrap should be avoided. Of course, giving alcohol to a Muslim host
would be most inappropriate. In China, Korea, and Japan, you should use both
hands when offering or receiving a gift. In the United States the number thirteen
is considered bad luck, but in China, Korea, Japan, and Vietnam, a gift set contain-
ing four items should be avoided because their words for“four”and“death”have
similar sounds. There are, of course, numerous other cultural nuances related to
gift giving, so before setting out to visit a business counterpart in another country,
learn as much as possible about what is considered suitable in the host country,
when to present the gift, and how it should be presented. Although these details
may seem trivial, without an appreciation of what is appropriate and inappropriate,
you run the risk of destroying any goodwill before discussion of the business proposal
even begins.
You undoubtedly know the value of using“small talk”to get to know another per-
son. You will also have learned that there are some topics that should not be
addressed during these early meetings or perhaps ever discussed at all. The choices of
initial conversational topicsduring social interactions are dictated by standards that
often differ across cultures. In order to avoid embarrassing social blunders, it is neces-
sary to understand which topics are acceptable in the host country and which subjects
are considered off limits.Intercultural Communication in Globalized Business 345Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).