Module 5: Customs Etiquette and Protocol
In an era of globalization, understanding the basics of etiquette and protocol — that is, the type of behavior that others expect of you in both informal and formal settings — is an important skill. It can instill an individual with confidence to handle almost any situation in any culture and allow a businessperson to concentrate on the deal at hand rather than worrying about such peripheral distractions as which fork to use or which hand to use for passing food. Without an understanding of the basics of etiquette and protocol, you risk coming off as a boorish Neanderthal. You may even put your company's image at risk or risk potential failure in the formation of key business relationships that are vital to global success. Finally, a well-honed sense and appreciation of local customs, etiquette and protocol can make you stand out as a world-savvy individual in a competitive global market. The world may indeed be an oyster today for many businesses. The problem is that too many businesspeople are still, like Oscar Wilde, using the wrong fork.

The Ancient Art of Protocol
Etiquette — the codes and practices prescribed by social convention that govern correct behavior — and protocol — the form of etiquette and ceremony observed by diplomats and businesspeople during formal interaction — are really ancient arts. Ptahhotep, mayor of ancient Egypt's capital and vizier to Egyptian King Isesi around 2380–2340 B.C. (the vizier was ancient Egypt's highest appointed official) is widely considered to be the first (known) person to fully comprehend the importance of etiquette and protocol as business survival tactics. Sometime in the
24th century B.C., he put into writing a series of instructions for bosses and employees that amounts to what many scholars consider the first "how to" on organizational and management behavior.

Egyptian schools stopped using Ptahhotep's writings, known as the Instruction of Ptahhotep, as a text only around 1500 B.C. — more than 900 years after he penned it. Many of today's modern etiquette practices (the word etiquette is derived from the French word for "ticket") actually originated in the royal court of France between the 17th and 18th centuries. The behavior code spread throughout the royal courts of Europe and was eventually adopted by the wealthy upper classes across the continent.

Ancient Etiquette and Modern Protocol

Surprisingly, much of what the instruction of Ptahhotep had to say thousands of years ago is still relevant to the survival of today's international businessperson. He advises both management and employees to act virtuously, modestly, and with awareness of human needs. The following are examples of Ptahhotep's business survival etiquette tips that are now almost four thousand years old:

SCORING POINTS WITH THE BOSS:
"When sitting with one's superiors, laugh when they laugh."

ON CLIMBING THE CORPORATE LADDER
"Tell an important superior what is useful; help your superior to win acceptance by other people. This will also benefit you, because your livelihood depends on your superior's success, which clothes your back, and your superior's help protects you. When your superior receives a promotion, your own desire for rank progresses toward fulfillment, as your superior gives you a helping hand."

ON BEING A LOYAL EMPLOYEE
"Do not oppose the actions of important superiors; do not vex the hearts of the burdened. Opposition will rouse their ill-will, whereas support draws their love. Your superiors are your providers, along with the gods, and what they desire should take place. Pacify superiors when they storm in anger. Just as opposition engenders ill-will, support nurtures love. Pitiful is one who opposes a superior, for you live only as long as your superior is indulgent. Showing respect does you no harm."

TIPS FOR MANAGEMENT
On using consultants: "Don't be proud because of your knowledge, consult both the layman and the scholar."

Whose Proper Etiquette?
Proper etiquette in today's business world goes well beyond basic table manners (they are, after all, a given in most cultures) and common courtesies (allowing an esteemed colleague or superior to precede you through a doorway, for example). Think of all the elements that go into making a first impression. The list is lengthy. There is your manner of dress, your professional appearance, the color of your dress or tie, your body language, handshake, posture, amount of eye contact on introduction, where you put your hands, how you accept a business card and how you present yours as well as the actual content of the card — and you haven't even sat down to begin talks.

Many experienced international business travelers will advise you that "when in Rome do as the Romans do." While this may work if you are trying to figure out which fork to use or whether to bow or shake hands, it is, in most cases, far easier said than done. And besides, except in superficial areas, doing what the Romans do may be against your ethics, morals, company policy or home government laws.

Regardless of the culture, proper etiquette means maintaining your own values while respecting those of others. It does not mean slavishly following the rituals and practices of others to please your host. If you make an effort at the language, at understanding the basics of common courtesy, and avoid any flagrantly offensive or obnoxious acts, don't be overly concerned about the subtleties — at least the first time around. To be honest, not that much is really expected of the first time visitor to another culture, though a deeper understanding will be expected each time you visit. The real value in understanding etiquette and protocol is in the confidence it gives you and the impression it makes on colleagues.

The Name Game
Foot in mouth disease — e.g., when a newcomer to a foreign culture butchers the name of a business contact at first meeting — is more common in the international business world than most people think. There is probably no worse way imaginable to kick off a business relationship. Failing to show the proper respect or simply calling someone by the wrong name on first meeting is an avoidable mistake if you do your homework properly. Naming systems differ greatly and even within cultures there are subtleties that make guessing at a person's proper name and title a minefield. In most Asian cultures the family name or surname is given first. In Hispanic cultures most people will have two surnames, one from their father and one from their mother. There are also issues of formality.
There is no foolproof strategy for figuring out name order or even how formal a culture is when it comes to verbal address. One of the best strategies: be aware that there are differences in global naming systems and the differences can often be subtle. If you are not 100 percent certain, ask. Also inquire politely what the person prefers to be called to judge the speed at which you can proceed to a less formal level of address. There are some pitfalls the name game presents for business travelers that can be easily avoided.

Chinese Names
Most Chinese names have either two or three characters, each of which represents a sound. As in most of the rest of Asia, the Chinese give their surname first followed by other given names. For example, in the name Wang Tai Hoi, Wang is the surname. The Chinese realize that most Westerners don't understand their naming system, so they try and leave obvious clues to the proper order in business correspondence. While keeping the traditional name order, many Chinese will indicate their surname by using capital letters or underlining it. Thus Wang Tai Hoi may display his name in a letter as WANG Tai Hoi or Wang Tai Hoi, with Wang underlined. Only on very, very rare occasions would a Chinese name be "reversed," i.e., with the surname placed last, purely as a courtesy and a concession to English or American style.
A Chinese surname is often passed down through the father, but Chinese women always retain their family name even after marriage. Women normally put their husband's surname first, then follow it with their own names. For example, if Miss Zhao Ling Kit married Mr. Wang Tai Hoi, she would be known as Mrs. Wang Zhao Ling Kit where Wang is the husband's surname and Zhao is her maiden surname. However, in a short form of address she would be known as Mrs. Wang. It is becoming more common for many Chinese women not to use their husband's surname at all in business. In that case, despite being married to Mr. Wang, Zhao Ling Kit would be known as Ms. Zhao. One can easily understand why it is often imperative to inquire how a person would prefer to be addressed.

Vietnamese Names
In Vietnam the surname is given first, followed by the middle and given names. A person is normally addressed by their given name and a title. These informal (as opposed to professional) titles are based on the relative ages of the people involved in a conversation. The same Nguyen Thanh Chinh could be addressed as Anh Chinh (older brother Chinh), Ong Ching (grandfather or the senior Chinh), or Em Chinh (younger brother Chinh) depending on the age or status of the speaker. Similar designations exist for women (Chi, Ba, Em).

Japanese Names
Traditionally the family name, or myoji, came first in Japan, but that practice is now mostly reserved for historical figures. Today, the most common practice is to put the name in western order— given name first and family name last. Thus, Sokichi Abe would be Mr. Abe to Westerners. Like the Chinese, some Japanese will capitalize or underline their surname in correspondence with foreigners to help them avoid a mistake. Where Japanese names become interesting for foreigners is in the use of suffixes as forms of address. The suffixes indicate honor and status. If you do not use a suffix, it indicates that the person you are addressing is either a close friend or someone you consider inferior to you because of age or social status. Among the most common suffixes:

San: The most common (honorific) title in Japan, it is the Western equivalent of courtesy titles such as Mr., Mrs. or Miss. Thus, Sokichi Abe would be Abe San, which means, simply, Mr. Abe.

Sama: More honorific than San, it is often used in written correspondence, including business letters.

Dono: Even more honorific than Sama, it is sometimes used in letters, but almost never used in conversation anymore.

Sensei: Means "born before" and is usually used when addressing a teacher, instructor or mentor. A student would use the term when addressing a university professor. Professor Abe would be Abe Sensei.

Senshu: The Japanese equivalent of superstar, it is a title reserved for great sports players. For example, the great Japanese baseball player Suharato Oh would be Oh Senshu. Sumo wrestlers have their own suffix — Zeki.

Kun and Chan: Used to address a friend of the same age or someone of equal or inferior status. It is used with first or given names. Parents often use it as a diminutive for their children. Kun is for males and Chan for females. Thus, Sokichi Abe's parents might have referred to him as Sokichi Kun and his sister Miho as Miho Chan.

Korean Names
Again, the surname comes first, followed by the given names (or name). Most Korean have two given names, like Roh Tah Woo or Kim Young Sam. In the Korean culture the use of personal or given names for address is usually restricted to members of the same family and close friends. Courtesy titles are coming into greater use when it comes to international business but generally it is OK to addresses a Korean colleague by his/her surname only. Married women do not take their husband's name, so you are liable to hear Mr. Roh introduce his wife as Mrs. Kim — her maiden name.

Russian Names
When it comes to dealing with foreign businesspeople, Russians, regardless of whether they are dealing with an overseas visitor or a local businessperson, give a high priority to formalism. Often in initial encounters Russians (it is also common on the Indian subcontinent) will address you using your business title, such as Company Director Smith or Company Treasurer Jones. You should do likewise. Though it may sound awkward, the use of titles (Director-General Koslov) is the accepted norm. If in doubt refer to the business card you have been given. To address a Russian by his or her first name is an insult.

Russian names are listed in the same order as in the West: first name (imya), middle name (otchestvo) and last name (familiya). The quirk here is that the Russian middle name is a patronymic— a name derived from the first name of one's father. Take the name Mikhail Sergievich Gorbachev. The first name is Mikhail (the Russian version of Michael) and the last name is Gorbachev. The middle name Sergievich means quite literally the "son of Sergie." Russian women add the letter "a" (the female ending) to the end of their last name and their patronymic. For example: Raisa Gorbachev (Mikhail's wife) is known in Russian as Raisa Maximova Gorbacheva — the feminine "a" added to her last name as well as her patronymic Maximova or "daughter of Maximov." Once Russians move beyond the initial formal stage of a relationship, they use the first name and patronymic as a less formal method of address.

Spanish Names
In most Hispanic cultures (Argentina being one major exception to this rule) people will have two surnames, one taken from their father and one from their mother. Only the father's surname, which is listed first, is commonly used when addressing someone. Those unfamiliar with the Latin construction often wrongly believe the paternal surname to be a middle name. Take the name Julio Cortez Garcia. He would be Señor Cortez, with Cortez being his paternal surname and Garcia his maternal surname. Say Señor Cortez met and married Rosa Perez Carrera. She would become Mrs. Rosa Perez de Cortez.
Their, child whom they named Pablo would be Pablo Cortez Perez, taking the surname of the father and the surname of the mother. Pablo's "last name" is Cortez, from his paternal surname.

In many Spanish-speaking countries, it is becoming fairly common to connect the paternal and maternal surnames with a hyphen and use it as a last name, e.g., Cortez-Perez. There are several options when it comes to addressing married females. Once married, Rosa Perez Carrera could be addressed as Señora Rosa Perez Cortez, Señora de Cortez (literally, wife of Cortez) or La Señora.
In this example, Rosa Cortez should never be referred to as Mrs. Julio Cortez — a common form of address for married women in North America. Like the Russians, many Latin cultures diminutivize first names. Thus, Francisco becomes Paco and Guadalupe becomes Lupe. Visitors should avoid such diminutives unless invited to use them.

Indian Names
Hindus generally do not have family names and instead use the father's initial first with their given name. Thus, the name V. Naipal really means Naipal, son of Vijay. He would be referred to as Mr. Naipal. The same name structure is true for females. But if P. Samateer — a female — marries V. Naipal, she will be known as Mrs. Samateer Naipal. One other note: When dealing with Westerners, Hindus with extraordinarily long names might shorten them for convenience. Thus, S. Ramsanlati might shorten his name to Mr. Ramsan.

Arabic Names
In Arabic, an individual is addressed by his or her first name and any title they possess. A Dr. Abdul bin al-Qazar would be addressed as Dr. Abdul. The word "bin" means "son of" and may be present any number of times in a name as it often represents genealogy. Another common name structure is Abd, followed by an attribute of God. Thus Dr. Abd Al Qazar al-Haj would be Dr. Abd Al-Qazar. Many will take the title Haj if they have completed a trip to Mecca, the holiest shrine in Islam.

A Word about the Name Game
It is indeed a verbal jungle out there and the best way to avoid a costly name mistake is to do your homework in advance. Learn a culture's naming system and practice the names of your contacts before you arrive. If you are unsure of the correct pronunciation or word order ask the local consulate or a university language school or a local translation service for their advice. When it comes to meeting strangers, it is important to concentrate on the name as you are being introduced. Stop thinking about what you are going to say and listen instead to the introduction. Repeat the name immediately in conversation or as you prepare to shake hands. Look at the person's face to create an association with the name. To hear the name repeated, you can ask how it is spelled or how it is pronounced. When leaving, even after a brief conversation, use the name in your good-bye.

Face-to-Face Greetings
Once you have a handle on the naming structure of a culture, the next area of importance is the physical greeting you can expect from a foreign colleague — and what type of greeting they can expect to receive from you. Not everyone appreciates the back-slapping, death-grip handshake Americans are famous for. On the other hand, Americans may deem the traditional reserve of the Japanese greeting (a bow) as an indication of aloofness and mistrust. It is really up to the visitor to adapt and, in this case, when in Rome doing what the Romans do is the best course.

To Each his Own
Each culture has its own form of acceptable greeting behavior, usually based on the level of formality found within the society. The rules of social distance etiquette vary by culture. Africans, for example, are far less structured in their greetings than Europeans. Expect a warm physical greeting, an extended handshake or a hand on the shoulder in most African cultures. Also expect to be asked how your trip was and how your family is doing. The tradition of long greetings stems from the time when Africans once walked miles to visit neighboring villages on social calls. The arrival and a gushing greeting was considered the least a villager could do for a traveler. Don't be impatient with such a long drawn-out exchange and don't hurry things along. Rather, get into the spirit and appreciate that the person you came to see is prepared to take the time to sincerely inquire about your welfare.

In Argentina, greetings are usually effusive with plenty of hugging and kissing, not unlike the French faire la bise (kiss on both checks). This is even the case in business meetings, unless they are of a highly formal nature. In Argentina, men kiss women, women kiss women, but men do not kiss men. By contrast the Chinese way of greeting shuns the physical. It is generally a nod or a slight bow. However, when dealing with individuals from cultures where more direct physical contact is the norm, e.g., a handshake, the Chinese will adapt and shake hands. Don't interpret a soft handshake or lack of eye contact as a sign of weakness or lack of aggression. It simply means that your Chinese colleague is not overly used to physical contact when greeting a stranger.

Space Adventures
In Islamic cultures, special care should be taken when greeting a member of the opposite sex. A non-Islamic woman doing business in such a culture can determine the method of greeting. It is up to her to decide whether to offer her hand during an introduction. Don't be surprised though if it is taken reluctantly. After all, physical contact between the sexes is limited (and the amount varies greatly by the degree of Islamic influence in the culture). For men, the rules are different when greeting an Islamic female. Rule number one is never greet a woman with a kiss. Also, you should never offer your hand to a woman first. Rather, wait to see if she offers hers to you. If she does, it is acceptable to shake it. Otherwise, a verbal greeting will suffice.
Finally, each culture has its own rules on space. For example, the Australians, the Argentinians, and most Asians will move in very close during an introduction and almost be right in the face of the person they are meeting. North Americans and many Europeans will feel uncomfortable with this invasion of "private space" and consider it an aggressive gesture. It is not. It is important to realize that crowding is simply a cultural norm. In most Arabic cultures, men will literally grab the arm or shoulder of a colleague to emphasize a point. Business Card Etiquette
One of the first impressions you will make on a foreign colleague is through your business card, and in many cultures, especially in Asia, the exchange of business cards is a meaningful ritual rather than a casual informality. This is especially true in Japan, where the business card exchange is as formal as it gets anywhere in the world.
Today, it is more a necessity than a courtesy to have your card translated into the local language of the country you are visiting. Bilingual cards are the norm, with one side printed in your home language and the other side in the foreign language in which you are dealing. If you are using a one-sided card, always hand your card to a colleague with the printed face up. If it is a bilingual card, be sure that the side using the local language is face up. Never fling a card across the table or onto a desk. It is the height of bad manners or nyetkulturny (devoid of culture) as the Russians would say. Asians consider it an extraordinarily rude gesture.

The Privileges of Rank
If presenting to a multitude of foreign contacts at once, give your card to the highest-ranking individual or leader of the delegation first. This is a sign of respect and avoids embarrassing the lesser-ranking members of the delegation who may even refuse your card if the head honcho has not yet received one. In most Asian cultures, presenting a card with two hands conveys respect and an appreciation of the importance of the ritual. It is best to hold the card by the two upper corners when making the presentation. Likewise, you should receive a business card with both hands. Once you have it in hand, take time to read it — not merely a glance but a deliberate study. Often this is an ideal time to repeat the person's name, which will help you connect the face to the name.

In Japan and in many other Asian cultures it is insulting to put the card directly in your pocket, wallet or card case without giving it sufficient study time. In Japan it is best to lay the card in front of you on the table, especially during the first meeting. This is a sign of great respect. (One exception to this rule is in Korea, where it is considered odd behavior to stare at the card or venerate it by placing it on the table. There it is OK to have a glance and place it in your pocket for later reference.) While you may write on your own card, it is considered rude and disrespectful to write on someone else's. Treat the card with respect. Ideally, carry a small pocket cardholder or case.

In the Islamic world 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.

In Europe and North America, business cards are far less formalized and are used merely to keep track of who's who during a hectic meeting schedule. If you come to sell in these societies, your hosts will be concentrating on your product, not your business card.

The Rules of the Card Game
It's not only polite to have your card translated into the local language it is now considered a must. Make it work for you.

Always present your card with the printed side up or, in the case of bilingual cards, with the local-language side showing.

Wait to be introduced before presenting your business card.

Present the cards one at a time in the order of the hierarchy of the delegation.

Content: include your name and business title. In some cultures it is common to include your academic degrees as well.

Business titles can be confusing and often do not translate exactly. If your title is one that is not internationally common, such as Chief Learning Officer, consider using a translation that avoids the literal and rather portrays your status and job in words or concepts that may be more familiar to your host. Don't inflate job titles. Also make sure to check the translation. You don't want Vice President of Sales to come out as President of Vice Selling.

Well-known or trademarked acronyms (such as IBM) need not be translated nor do words included in logos.

Take plenty of cards. It can be highly embarrassing to run out of them and in some cultures it would be an insult.

Many executives carry two sets of cards. One set is used purely for introductions and has no direct contact information. The other is used for more serious encounters and includes detailed contact information.

Always treat your colleagues' cards with respect.

Conversational Taboos
Small talk is often what makes the business world go round but it can also present a minefield that can blow up a relationship at the start. The best way to avoid this pitfall is to steer the conversation away from some basic taboos such as politics, religion, race and negative history and toward less volatile subjects such as sports, family, food or travel experiences. If your host insists on discussing a controversial subject, it is important to listen well and remain open-minded. Often it is best to simply let the person vent their feelings.

In many cultures where emotions run high (Russians, for one, are noted for their long-windedness and penchant for emotional debate), one way to avoid an escalation of the verbal confrontation over a controversial subject is to let the long-windedness act in your favor. Don't interrupt their diatribe but rather let them exhaust themselves in emotion and historical explanation and rationale. When they are finished you will find that they feel a lot less strongly than they did when the disagreement started and may be willing to compromise, or at least see some value in your point.

Before you visit a new culture or country, it is wise to have some knowledge of its history. Not only will it help to put much of what you learn in context, it can also help you avoid serious gaffes about the history of a nation. Bringing up the purges of Soviet dictator Joseph Stalin and other negative aspects of that era will most likely make a Russian highly defensive. Discussing the claims of Holocaust survivors with a Swiss business colleague can only lead to trouble. Dredging up the less than savory or controversial past is not a way to impress a business colleague or further a potentially lucrative business relationship.

The Importance of Socializing

In most cultures the business day hardly ends at 5 P.M. In fact, in many cultures outside of North America, sundown signals the start of "serious" relationship- building time—essential to the successful completion of business. The social occasion is often more important than the formal business meeting earlier in the day when it comes to closing a deal. It's not so much that actual details of the business at hand will be discussed but rather relationships will be reinforced.

Many cultures, however, are less subtle about the course of their business meals. In the United States, it is not considered rude to deal with specifics of the deal at mealtime. American attitudes towards mixing business with pleasure are linked to their belief that you "take care of business" before you have the right to relax. After all, the power breakfast is not meant to be a social occasion; it is a way of squeezing a few more hours of precious time out of the working day.

Work Hard, Play Hard
Regardless of the country you are in, it is essential to accept any invitation to meet outside of business hours. Pleading jetlag, lack of hunger, illness or alcoholic abstinence can be insulting to a host and is more often than not taken as a sign of smugness and superiority. Deprived of this relationship-building time, it would be difficult to imagine business moving ahead at all in certain cultures.

Of course, meal times vary in different cultures. Do your homework and learn the times when everyone eats and plan accordingly. In many Latin cultures (almost all of Latin America, Italy and Spain) as well as the Middle East, lunch is the main meal of the day — and the meal where business relationships can be cemented. Tanking up at the breakfast buffet may leave you stuffed for lunchtime just when you need to be impressing your foreign colleagues over a seven-course luncheon. Plan ahead. Eat a light breakfast instead — and remember that supper in countries where lunch is king is often very late in the evening and also a very light meal

Dining Trepidations
If you travel, sooner or later you will be faced with the choice of trying some exotic dish that may on the surface sound or look repulsive. Most businesspeople have a story connected with the first time they tried dog in Korea or sheep's eyes in Saudi Arabia or hot dogs covered in chili in the United States or hippo steaks in South Africa. Remember, rejection of such food is tantamount to rejection of your host's culture and country. Sometimes there is simply no way out and it is necessary to "take one for the team," as the Americans would say. One way to cope is to simply remain ignorant. Don't ask too many questions about what you are eating — simply try and enjoy it. If a food looks absolutely awful to you, try swallowing very small bites quickly — you probably won't even taste it. The revulsion people feel about certain foods is probably 95 percent mental. Crocodile does indeed taste like chicken — and often so do many other strange meats. And who knows, if you can get over your own culturally generated mental picture of what you are eating, you may even like the taste.

Social Drinking Protocol
In many cultures alcohol remains a great facilitator, the lubricant that loosens up the relationship and greases the social skids on the way to a successful business deal. While American business meals have moved towards a complete shunning of alcohol, most of the rest of the world still enjoys a tipple during lunch and at after-hours meetings in connection with business.

In many countries, such as Russia and South Korea, the ability to consume (or at least attempt to consume) great quantities of alcohol in short periods is still considered a measure of an individual's manhood — or womanhood to a lesser extent. In several Asian cultures, especially China, and in Russia, formal toasts are still the norm (never propose a toast before the host — it is the height of nyetkulturny). Always be prepared with something cheery or witty to say. Avoid the profound phrase or statement or an attempt at a double entendre. Keep the language simple, and avoid subtle messages. This is supposed to be a joyous occasion, not a stage for hidden social comment.
Perhaps the best-known drinking culture in the world is Russia. Of course, no Russian meal is complete without vodka, which is big business in the country. The white spirit alone accounts for five percent of all retail sales in Russia. And yes, it is true that an open bottle must be consumed. But this has less to do with some deep-rooted Russian tradition than it does with the unavailability of screw tops and re-sealable bottles.

Barrier Breakdown
In many Asian cultures, as in Russia, it is almost impossible to avoid consuming large amounts of booze. In such rigid hierarchal cultures as Korea and Japan, alcohol helps to break down the strict social barrier between classes and allows for a hint of informality to creep in. It is traditional for host and guest to take turns filling each other's cups and encouraging each other to gulp it down.

For someone who does not imbibe (except for religious reasons) it can be rather tricky escaping the ritual of the social drink. Though loathe to admit it, individuals in cultures where heavy drinking is acceptable probably don't entirely trust someone who is abstemious. They don't like doing business with strangers and social drinking is part of relationship building.

If you disapprove of alcohol keep it to yourself. Displaying a superior attitude about sobriety can be a relationship killer. Of course, nursing one drink throughout the evening is one way you may be able to escape but more expert subterfuge is often necessary. More than one businessperson has been known to feign drunkenness after just one or two drinks to avoid the real thing. One British banking executive recalls how he repeatedly outfoxed his Russian colleagues by simply substituting water for vodka, drinking one shot of liquor for every three or four consumed by his Russian hosts without ever missing a toast or appearing to be a non-participant. The switch became easier — there was less danger of being found out — as the night dragged on.
When it comes to social drinking, there are some different rules for women. These are discussed in a later chapter.

Global Dress Code
Realize it or not, you communicate through what you wear, your hairstyle, the polish of your shoes and even the look of your fingernails. Clothes may not make the man — or the woman — but the reality is that how you look goes a long way in leaving a great first impression. Dressing the part of the successful businessperson is critical. While you may want to show style, being too flamboyant or cutting-edge may actually be a distraction. Clothes should serve as a gentle backdrop to your personality and mission. Outlandish hairstyles, excessive makeup, mountains of jewelry or a strong scent of perfume or cologne may cloud your image as a professional and send the wrong signal to your foreign colleague.

Although in most cultures, the wealthy tend to be show-offs when it comes to clothes and jewelry, if you are visiting on business don't try to match them caret for caret or fur for fur. Visitors are better off exhibiting quiet good taste. There is one exception to this rule: an expensive watch is usually noticed and is considered a subtle symbol of success and prosperity in just about every culture doing international business.

Keeping it Simple
With the advent of the global village and the internationalization of business, the room to be inventive in business dress and toleration for local custom has diminished. While international business travelers are not yet wearing the same "uniform," as such, there has been a clear tendency toward a more international standard of dress for both men and women. A well-fitted dark suit — usually blue, gray, or black — is appropriate for almost all formal business situations and most social occasions, including evenings out at restaurants or the theater. Even at more casual social affairs, being dressed smartly pays dividends. The rule of thumb: when in doubt, overdress for the occasion.

For global business travelers heading to more tropical climes such as Africa or the Middle East, the same dress code still applies in most places: that is, a conservative and preferably tropical weight suit. A light-colored dress shirt — the best color is white — and a tie are standard. Though most such cultures are not fanatical about it, long-sleeve shirts are preferred. Short sleeves are OK for after work casual meetings.

For women — remember, you are still dealing in a mostly male-dominated world — skirts and dresses are more the norm than pants in most every part of the world outside of North America. For women, power dressing, as the Americans like to call it, won't gain any points at the negotiating table in most places. It may in fact make it harder to break down the stereotype of businesswomen as pretenders to male power.

Color Counts
If you assume that a dark conservative suit has the least chance to offend, you are probably right. But danger lurks in the fashion accessories that men and woman can choose. The most clear and present danger is in the actual color of the accessory — the tie or the scarf you choose. Cultures attribute different characteristics to different colors. For example, while most of the world sees the sun as being yellow, in Japan it is clearly red. The red sun is an important national symbol which appears on the national flag. When Japanese children paint the sun they paint it red and find it odd that children in the West think the sun is yellow.

The color of your accessories can actually insult a foreign host or, if done correctly, can add to a positive impression. For example, in China the color red is the traditional color for weddings and is considered good luck, so a red tie is a positive omen. However, a woman wearing a white scarf might earn sympathetic looks. The color white is the traditional Chinese color symbolizing mourning.

A businessman visiting Saudi Arabia recalls how his choice of a bright green tie drew favorable remarks from several local colleagues. Green is the color of Islam. However, the visitor had no intent to honor that religion, rather he had chosen a green tie because it was St. Patrick's Day and he wished to show off his Irish roots. Initially, he simply couldn't figure out why Saudi Arabians would care so much about an Irish holiday. Only after he became more familiar with the region did he discover the real reason his green tie earned him compliments. It's probably a good thing the businessman did not wear his green tie in the Czech Republic where green is the symbol for poison and toxic materials.

Some International Styles
Countries and cultures often pride themselves on their fashion sense and boast of individual styles. Indeed, what is perfectly acceptable dress in one country may be far too casual or out of place in another. However, even in the most casual of countries, Israel, there is a growing acceptance of the "international business uniform," dark suit and smart tie. When in doubt, overdress. You can always dump the tie and go casual.

The United States: Confusing at Times
You can't judge a book by its cover here. It is often impossible to tell just whom you are dealing with based solely on dress. Waiters wear tuxedos and Silicon Valley technology wizards worth millions wear shorts and T-shirts to the office. A saleswoman in a department store is more apt to be better dressed than the female executive in charge of the store itself. For business outside of Silicon Valley and Hollywood, visitors are best advised to wear conservative suits and ties and women stylish but conservative skirts or pantsuits. Extremes of fashion are generally not appreciated outside of the fashion and music industries. Dress on the East and West coasts tend to be a touch more racy than in the Midwest or South.

France: Style and Quality
The French, as would be expected, have a genuine appreciation of fine workmanship, expensive materials, originality, harmony and style. Middle managers may not own a lot of clothes but what they do own is of the highest quality. French businessmen prefer the "uniform" but will accessorize their dark suits with colorful ties or carry a designer briefcase. They never loosen their ties or roll up their sleeves. That would be unstylish. Local businesswomen are chic. Painted nails and high heel shoes should not be mistaken as a sign that they lack business acumen. For foreigners, it is a real challenge dressing to French style standards. The best advice is don't try to match the French on style points. Just make sure what you wear is crisp, conservative and of high quality. The French do not tolerate a lack of soigner — that is, putting care and thought into your appearance.

Russia: It's the Shoes
Russians have high expectations of foreigners when it comes to clothes, especially business attire. They judge others quickly by what they wear — and one of the first things they notice are shoes. Russians have a thing for shoes — they are status symbols. You may notice that one of the first places a Russian will glance during your first meeting is at your feet. (This is one of those Soviet-era habits that die hard. In the "bad old days" shoes were defitsitny — goods that were chronically in short supply — and those that were available were rather frumpy and tended to fall apart when they got wet. Good shoes were imported and those who had access to these valued imports were deemed to have some status within the community.) Fashion tastes are very different here than in Europe or the United States. High fashion for Russian women tends to be rather flashy, very high heels, tight dresses, pounds of makeup and biggish hair. Russians themselves are new to wealth and tend to overdress, even for business. Showy jewelry, expensive watches and accessories are common items, meant to impress a visitor.

South Africa: Frumpishly Elegant
It is safe to say that South Africa is not one of the fashion meccas of the world. Style is defined by simple, if sometimes frumpish, elegance and is more Western and more American than it is African. When doing business long-sleeved shirts are preferred over short-sleeved ones which are more casual. In this male- dominated culture, businesswomen still rarely wear trousers.

Brazil: A Casual Elegance
Like the French, Brazilians are obsessed with style, but tend to dress more casually than the French. In many organizations, ties are optional for senior management but the amount of formality varies by region with cities such as Rio de Janeiro being more casual than Brasília, the seat of government. Still, foreign visitors should play it safe and dress conservatively unless absolutely sure that ties are optional.

Saudi Arabia and Other Islamic States: Modesty Over Comfort
Despite heat, it is modesty over comfort for both the locals and the foreign visitor. At least on the initial meeting, it is appropriate for visiting males to wear the international business "uniform" — dark suit and tie. Don't worry about being uncomfortable — everything is air conditioned. While Western women are not expected to dress in the traditional black chador, they are expected to keep their arms, legs and ankles covered. Long skirts are the most appropriate, with sleeves at elbow length or longer and necklines that are high. Leave the backless and sleeveless dresses at home. The shorts Western men wear in hot weather bear a strong resemblance to the undergarments Arab males wear under the galabayyas or flowing caftans. So foreign males who dare to wear shorts in public in many Arab countries actually look to locals like they are walking around in their underwear.

Israel: Still Highly Casual But.....
Until recently, formal dress for an Israeli man meant a clean shirt and new jeans. But in a country where neckties were once shunned because they signified class differences in an egalitarian society, things have changed. Israelis no longer snicker at suit-and-tie-clad businesspeople. Still, this is a country with no real dress code. When conducting business, dress comfortably and more casually than you would back home — but don't overdo it.

India: British Roots
Business dress in India is surprisingly formal, harking back to its days under British rule. Conservative is good here. One obvious tip for foreigners. Don't wear or carry leather. A leather belt or briefcase can be insulting. To a large portion of the population, the cow is sacred.

Japan: Conservative High Quality
Most Japanese executives will have a high-quality but rather boring wardrobe. Conservative suits, white shirts and unexciting neckties are the order of the day for men. Smart skirts without any flashy accessorizing is best for women. Remember, this is a society that values group harmony over individualism. The Japanese are fashion conscious but more about quality than trendy styles. This shows up in business dress in expensive hand tailoring and expensive but rather tame accessories. Details should be given careful attention, including belts, shoes, collars, briefcase and wallet.The Japanese are offended by scruffy rumpled dress and during the summer months Japanese executives will actually shower and change clothes two or three times in one day. They expect visitors to match them in appearance. Visiting businesswomen should wear conservative business dress, with jewelry and perfume at a minimum.

Dining Etiquette Rules
Though each culture has its own peculiarities when it comes to dining customs, the following list of basic dining etiquette tips is valid for all cultures. The list is a mix of accepted universal custom and common sense. The way you behave at a meal will have an impact on the impression business colleagues have of you.

When Dining at someone's Home
If you arrive before most guests and are seated, rise when introduced to guests — both male and female — for the first time.

In most cultures it is rude to arrive empty-handed. Although lavish gifts are usually not expected, flowers for the hostess are the best bet. Some cultures, especially the French, find a gift of wine slightly déclassé.

Eat what is on your plate and praise the host/hostess. In most cultures leaving food uneaten is rude and considered a poor reflection on the host.

If at a home where servants or hired staff are serving the meal, you should be courteous, but don't be overly friendly to or engage the house servants in conversation. Not only will your host feel uncomfortable but so will the hired help.

When in doubt follow your the manners your own culture prescribes — and look confident doing it.

In most Asian cultures it is appropriate to leave one's shoes at the door. Follow the lead of your host but never insist on keeping shoes on. Be sure you wear a clean pair of socks without holes.

Chopsticks: A Special Case
Asian dining is subject to the same rules of common sense as anywhere else in the world, but there are a few basic do's and don'ts when it comes to handling chopsticks. Among them:

It is considered rude to wave your chopsticks around as you decide which dish to sample next.

Never stick your chopsticks into food such as rice and let them stand upright. Sticking chopsticks into a bowl of rice is reminiscent of incense sticks at a funeral.

It is bad manners to use chopsticks like a fork to spear your food with the tips.

Avoid pulling or dragging dishes toward you with your chopsticks. Pick up the dishes in your hand instead.

When the meal is finished replace your chopsticks on the chopstick rest just as you found them when the meal began.

Not all Asian cultures use chopsticks (e.g., Thailand, Philippines) and asking for them in such situations would be considered an insult.

If you are from the West, your hosts may find your ability to use chopsticks fascinating and they may comment upon it. This bit of quaintness can seem patronizing, but it should be taken as a compliment regarding your cultural acumen.

Checklist: Preparing for a Visit
Whether you are traveling to a new culture for business or hosting a visiting delegation from another country, there are some basic issues you need to address in advance to ensure a relatively smooth, trouble-free interaction. Among them:

NAME Get it straight. Practice any troublesome names beforehand and learn the word order of names.

THE GREETING When greeting your colleagues, will they expect physical contact, a hug, a hardy handshake or will they shun the physical? If women are in the delegation, determine if physical contact during a greeting is acceptable.

FOOD If visiting a new culture, learn the meal times and which meal is considered the main one of the day and plan accordingly. If hosting a reception or a dinner, be aware of foods that might offend guests (e.g., don't offer pork to a Moslem or beef to a Hindu). Seek out local help in preparing a banquet.

DINNER SEATING If hosting a meal, remember that some cultures demand that the most senior member of the delegation be given a place of honor at the table. Make a seating plan accordingly.

CLOTHING TABOOS Think twice about any article of clothing that may offend. Don't wear leather in India. Regardless of whether you are home or away, women should dress modestly if dealing with individuals from an Islamic culture. No bare arms or short skirts.

COLORS Remember, colors have different meanings in different cultures. White may be a festive color in the West but in China it symbolizes mourning. Purple symbolizes sadness in Thailand, suffering in Taiwan, but wealth in Nigeria.

Some Cultural Quirks
WHAT THE BUSINESS TRAVELER CAN EXPECT IN SOME CULTURES UNITED STATES

■ While most of the rest of the world finds interruptions rude, Americans will often interrupt each other and finish one another's sentence.

■ Many Americans believe the number 13 to be unlucky. Often buildings will go from the 12th to the 14th floor, skipping the number 13 entirely.

■ Business communication and negotiation are often informal and even when formal, they will be less so than in most other cultures.

■ Americans are notoriously blunt and prefer to speak their minds. They have no concept of "face" (see Module 13 for a discussion of this concept). When they disagree, they say so—a fact which often causes embarrassment to individuals from cultures where such bluntness is not appreciated.

■ Americans are very health conscious. Never smoke without asking permission. It is not only rude, but probably illegal to smoke in most public buildings.

MEXICO
■ In Mexican business circles, the idea of nepotism is accepted and criticism of it is taken as an insult.
■ Mid-day rest periods (siestas) are still quite common, even for executives. Business may be conducted later into the evening to make up for this rest period.

ARGENTINA
■ Argentinians are heavily into psychoanalysis and the country boasts one of the highest ratios of mental health professionals to general population in the world. Specialized clinics have been established by many industries, businesses and trade unions as an integral part of the regular employee benefits package.
■ Manners in Argentina are more formal than in the rest of Latin American. Like the British, they shun informality and casualness which can leave a bad first impression.
■ The Argentine view of time is more like that of Europeans and North Americans than that of any other Latin Americans. The mañana attitude is uncommon in Argentina.

SAUDI ARABIA
■ Be careful what you wish for — you might just get it. When you openly admire a possession of a Saudi host, he just might feel obligated to give it to you — even if it is something he treasures. So go easy on the compliments.
■ Don't ask specifically after one's wife or daughters; it shows disrespect. Rather, ask about the family or the children.
■ It is impolite to point the sole of your shoe at someone you are addressing.
■ As in all Islamic cultures, use your right hand for everything even if you are left- handed. The left hand is considered unclean. It is reserved for toilet functions.

GERMANY
■ Privacy is important and Germans will expect you to knock before opening an office door.
■ Of all Europeans, Germans put the greatest value on their personal space and do not like being crowded. A distance of more than two feet (60 cm) is expected when conversing among non-familiars.
■ It is rude to shake someone's hand with your other hand in your pocket. It is considered disrespectful.

CHINA
■ Avoid the number four, which is highly inauspicious because it sounds like the word si, which means death. Chinese buildings often do not have a fourth floor.
■ Red ink should never be used to address a letter. It is too heavily associated with the destructiveness of fire, although red for wrapping paper or stationery is associated with special occasions.
■ The Chinese are impressed by status. Presenting letters of introduction from well-known business leaders, overseas Chinese, or former government officials who have dealt with China is an excellent way of showing that you are both a person of high standing and that you mean business.
■ Avoid appearing arrogant or over-confident. Confucian beliefs condemn this type of behavior.

FRANCE
■ Don't smile unless the French do. They find it phony and childish behavior and prefer to offer an empty stare. If you smile at a Frenchman, he'll think you are mocking him. If you smile at Frenchwoman, you are flirting with her.
■ Don't point. To indicate someone or something, use your entire hand with palm open.

JAPAN
■ Respect of hierarchy is important. If you are hosting a visiting Japanese delegation and putting them up in a hotel, make sure the most senior executives are put on higher floors than junior executives.
■ Blowing your nose in public is considered highly offensive. A cloth handkerchief is considered uncouth; better to use disposable tissues.
■ Only children eat while walking outside in public.

RUSSIA
■ Russians are incredibly superstitious. Though they may joke about their beliefs, most, when pressed, will admit to paying them credence. Coupled with these superstitions is a surprisingly firm faith in "old wives' tales" that take on an aura of truth even in the highest levels of society. One such example: Following the
1986 Chernobyl nuclear disaster in Ukraine, word spread that red wine could prevent and cure radiation sickness. So great was the local hysteria, the Soviet government marked the region for additional red wine supplies in lieu of apparently much more sophisticated medical treatments. There were few complaints and red wine virtually became a prescription drug.
■ Monday is considered a bad day to start a journey or a business venture. Don't be surprised if Monday morning business meetings are hard to schedule.
■ If you leave something behind in Russia that means you are destined to return.

INDIA
■ As a matter of pride, government officials insist on referring to the city of Bombay as Mumbai, the original pronunciation. However, many in the business community prefer calling the city by its old name. In your communications with government officials, refer to the city as Mumbai.
■ India celebrates its ethnic diversity. One example: India rupee notes have their denominations written in 13 languages: Hindi, English, Urdu, Bengali, Tamil, Gujarati, Marathi, Telugu, Bihari, Punjabi, Rajasthani, Kannarese, and Malayalam.