Tomalin B., Nicks M. The World’s Business Cultures and How to Unlock Them
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third helpings. No wonder that Waverley’s mother observes: “He has good
appetite.” Finally, Rich insults Waverley’s mother’s cooking. She serves her
best dish but apologizes for it, saying it has no flavour. The Chinese would
normally taste a little and then praise her to the skies. Rich, on the other hand,
takes her at her word and pours soy over the whole dish. The scene is beautifully
dramatized in Ang Lee’s film of the novel.
Chinese hosts usually provide Westerners with a fork or spoon, but will be
delighted to show you how to use chopsticks. In Japan, Korea and China you
usually pour each other’s drinks. If you’ve had enough, never empty your
glass. An empty glass is never a sign that you’re full, but an indication that
you want some more. The same goes for food.
Another well known HSBC TV ad shows a British businessman being served
a huge dish of eels by his Chinese hosts. The Brit doesn’t like the dish much,
but valiantly he eats for England and his plate is soon clear. Delighted, his
Chinese hosts order up another plate. Not wanting to appear impolite, he
maintains the great Western tradition of clearing his plate, and his relief turns
to horror as the Chinese desperately source more eels for their guest to devour.
The lesson? Always leave something on your plate to show you’ve had enough.
Knife and fork, right hand or left hand?
Good manners in one country can be bad manners in another. At the end of
a meal, where do you put your knife and fork, or chopsticks? In a Chinese,
Japanese or Korean household or restaurant there’s usually a chopstick rest
to the right of your plate. Don’t leave your chopsticks on your plate, and definitely
don’t leave them crossed, anymore than you would your knife and fork.
In countries such as India, or regions such as the Middle East, you may be
invited to eat with your hands. If so, you must always use your right hand.
Your left hand is judged to be unclean, and to take food from a communal
plate with it means that no-one else will touch that plate. You need to be careful
how you deal with this, as it can cause considerable embarrassment to your
hosts.
In most countries with taboos about using the left hand to eat or take food,
left-handed children are trained to be ambidextrous. This is more difficult
for visiting adults, so if in doubt explain that you’re left-handed but try and
use your right hand wherever possible. You may find that your hosts will be
eager to serve you, using forks and spoons so as to save you embarrassment.
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To toast or not to toast?
“The VP gambei’d me twice!” said Nick after a Chinese banquet in which he’d
been honoured by the host by being twice toasted in the Chinese fashion.
Gambei is the Chinese word for ‘Cheers’, and literally means ‘Bottoms up’
(you’re supposed to empty your glass in one go). In many countries, toasting
is not just a way of showing community spirit but a means of recognizing
and building relationships. Foreigners are often amused at the throwaway
spirit of British and American toasting.
A particularly excruciating toast for reserved Brits occurs in Denmark (and
other Nordic countries), where you look at the other person for up to a full
minute (it can feel like an eternity) before saying ‘Skol!’ Russia is famous for
its toasting rituals, and even though vodka doesn’t have the status it once
had, especially in professional circles, it’s still worth having a few appropriate
phrases prepared to answer the frequent toasts as glasses are refilled.
One of us had a problem as the honoured guest at a dinner in Denmark. We
knew at some point that we would probably have to propose a toast to thank
our hosts, but the whole thing was done in Danish and we didn’t understand
what was going on. We ended up bobbing up and down every time we heard
our name mentioned: embarrassing for us and amusing for our Danish friends.
Once again, forewarned is forearmed. Take the trouble to check if there is a
toasting ritual and how it is applied. Find out the following information:
1 What is the appropriate expression? In Central and Eastern Europe,
it can be confusing, as various versions of Nastroviye – the Russian
equivalent of ‘cheers’ – are used.
2 When are toasts given and who starts the process? In China the host
will always make the first toast.
3 What is the appropriate body language? Do you stand up, sit down,
make prolonged eye contact or what?
4 Do you drain your glass or take only a sip?
5 Do you not touch your glass until the first toast is proposed?
Official dinners can be scary occasions, where you can make a good or bad
impression. Therefore it’s worth checking the local procedure before you go
in. However, remember one thing, especially in the Asia-Pacific region: where
formality rules in business meetings, the hospitality is an opportunity for officials
to let their hair down just a little and be a bit more personal.
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When to arrive, where to sit and when to leave
These are all areas that can create difficulties for guests. In India, if you are
invited to a party at 9pm and you arrive on time there’s a fair chance that
you’ll be the only one there: most of the local people won’t turn up until an
hour or two later. In Nigeria, we were once invited to dinner by a German.
Observing Nigerian time, we turned up half an hour (well, maybe an hour)
late to find that he had eaten and cleared up: he was still keeping to German
time. Always check when you’re expected to arrive.
In some business communities, depending on the occasion, the seating
arrangements may be random or pre-planned. Again, you should never just
sit down, but check with your host what is expected. Does he or she want
you to sit on their left or right, opposite them, somewhere else, or even at a
different table? Never assume the protocol. In the same way, always check
when to leave. Do you leave when you’re ready, or when the host gets up
and says the meal is over? In China the host ends the meal.
A habit in Saudi surprised us. In Britain and many other countries you might
arrive at 7.30pm for 8pm, have a cocktail for half an hour or so, move to the
table and enjoy dinner, and probably sit around talking for a while before
dispersing. But in the Arab world, people talk for an hour or an hour and a
half before the meal is prepared, and leave immediately after eating. Expecting
to chat leisurely with those we’d met afterwards, we were discomfited to find
they’d all gone.
Dealing with honoured guests
In Indonesia if a VIP is attending a dinner, you should expect to meet him or
her at their car on arrival and escort them inside. No-one eats until they appear,
and you personally take them round the food (usually a buffet) and help them
choose their meal. At the end of the meal they expect you to walk with them
to their car.
It’s important not to forget about protocol with VIPs. For most Brits and
Americans the important thing is to provide a pleasant environment and
sufficient good food and drink but, in Asia-Pacific, the tradition of courtesy
and hospitality goes far deeper. This leads us to the final area we need to
consider – reciprocating hospitality.
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Reciprocation
If your foreign host invites you to lunch or dinner, it’s normal to return the
courtesy if you’re staying long enough. There’s only one rule here: reciprocation
should be at the level at which hospitality was offered. A good idea is to arrange
a reciprocal invitation through your hotel, which will understand the
protocols involved. An alternative suggestion is to approach the PA of the
person you wish to entertain and seek their advice, or ask her discreetly to
ask your host. Don’t stint on hospitality, but don’t go over the top either: be
careful not to be seen to outdo your host.
This horror story comes from north Germany a few years ago and illustrates
the last point perfectly. A British engineering firm in the Midlands secured
a contract with a local company. At the end of the key meeting a celebration
was arranged in the local bar or weinstube. Flushed with success and
generosity, the British CEO did the equivalent of ‘the drinks are on me!’ The
following day, back in his office, he received an email to the effect that the
agreement had been cancelled. Horrified, he telephoned his opposite number
in Germany to find out why. The German said that his president had been
so shocked by the Brit’s behaviour that he couldn’t do business with him.
Apparently the British CEO hadn’t asked if it would be OK to stand his staff
drinks. Unacceptable lèse- majesté!
Germans would consider their countryman’s behaviour extreme, but it makes
a point. There is room for spontaneity in international business hospitality
and entertaining, but check that your gestures fit before you leap into action.
Home entertainment
British and American business people quite like to entertain at home, but
most other nations prefer to entertain out. An invitation to someone’s house
in these countries is therefore an honour, and needs to be treated as such.
Once again, the usual rules apply. Check arrival and departure times and the
likely dress code (this might be influenced by whether you are the only guest).
Always take something (or apologize if you can’t), but not wine to homes in
wine-producing countries: you may be implying that they don’t know their
own wine culture. If you do take alcohol, go for Scotch, a liqueur from your
own country or an expensive wine from theirs. People can be quite
nationalistic about wine, so don’t take a bottle from another country unless
it’s a really special one.
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Britons and Americans often like to show people around their houses, but
in most other countries, stay where you’re put. In homes in continental Europe,
for example, there is a clear distinction between public (yours) and private
spaces. The private space may include the kitchen, so the customary British
courtesy of offering to help or to clear the dishes may not be appropriate.
Enjoy the meal and the company, don’t outstay your welcome and always
phone or send a note to say how much you enjoyed their hospitality and how
much you look forward to reciprocating it.
Conclusion
Gift-giving, hospitality and entertaining are as much a part of the international
business process as all the factors we’ve discussed in previous chapters, and
need thought and care. Especially in relationship-oriented business
communities, people want to see your human side and to know what kind
of person you are. They also want to feel that you’re an educated and cultivated
person to deal with. Therefore your knowledge of social etiquette, or at least
your willingness to learn, is important.
Key learning points
Gift-giving
• Check what gifts are acceptable, when they should be given, and
whether they should be wrapped or unwrapped. You may also want
to check colours and numbers.
• Don’t assume that presents should be opened in front of you, as
insisting on this might cause embarrassment.
Hospitality
• Never refuse appropriate hospitality. It’s a way of deepening the
business relationship.
• Check times of arrival, seating arrangements, and when to leave.
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• Don’t refuse food. Taste and move on.
• Find out about drinking and toasting conventions.
• Reciprocation, even if not immediate, is important. Even if you can’t
reciprocate, never forget to thank your host.
Home entertaining
• This is a privilege – don’t turn it down.
• Check out the dress code with your host, and arrival and leaving times
with someone else.
• Take something, but preferably not wine in wine-producing countries.
They know better.
• Stay where you’re put – don’t wander round the house.
• Always send a note or phone to show that you appreciated the invitation.
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ELEVEN
The top ten countries in 2050
Blank
Doing business in China
Doing business in China
Overview
When China began to reform its economy in the late 1970s, few could have
foreseen the transformation and paradoxes that would sweep over the country
in only three decades. China now exports more IT products and services than
the USA, but poverty is rife in rural areas. It is the world’s most populous
country, but is also one of the most rapidly ageing, a partial consequence of
its one-child policy introduced in 1979. It is ruled by a communist government,
yet only a third of the economy is now directly state-controlled.
China is now attempting to achieve a more balanced pattern of economic
growth and fairer rewards for more of its population, and will have to address
some of the severe pollution issues caused by its surging expansion. But that
rampant growth will continue, given a nudge by Beijing’s staging of the
Olympic Games in 2008, and business opportunities for foreign companies
will continue to flourish.
A key organizing principle in Chinese society is Confucianism, the code
established by the sixth century BC philosopher Confucius. He preached that
the family is the basic unit of society, and praised the virtues of hierarchy
Five Ways to Succeed Five Ways to Fail
Be sincere: it’s the quality most prized by
the Chinese
Expect quick results
Do favours: it’s a great way to build
relationships and they will be returned
Lose your temper or get impatient – it shows
a lack of control
Show respect to senior people and
older people
Fail to keep regular contact
Spend time building the relationship Be extravagant or immodest in your dress,
behaviour or personal habits
Reciprocate: if someone asks for your help,
help them
Ignore Chinese social etiquette – especially
at mealtimes
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