Tomalin B., Nicks M. The World’s Business Cultures and How to Unlock Them
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Geographically, Germany has three main areas, the lowlands in the north,
the uplands in the centre and the mountains in the south. There are sixteen
states, or Länder, with the federal capital in Berlin. Like many parts of Europe,
Germany preserves a cultural difference between its Lutheran north and its
Roman Catholic south (Frankfurt and below). Southerners tend to be more
expansive than their northern compatriots.
Values and attitudes
Efficiency is imperative to the Germans. In business they seek Ordnung (order)
and Klarheit (clarity) to achieve an organized system, and they expect a strong
work ethic, reliability and honesty from their employees and partners.
Formality, punctuality, fairness and obedience to authority are other German
characteristics. All of this means that the Germans excel at the detailed planning
of projects, and completing them on time and to specification.
The tone of many work environments can be serious and formal, which
probably contributes to the misconception that Germans lack a sense of
humour. But talk to foreign business people who have worked in Germany,
and they’ll give you a different version: when the Germans are off-duty, they
can be plenty of fun.
Incredibly, nearly 70 years after the end of hostilities, a minority of visitors
to Germany finds it necessary to raise the subject of the Second World War
in the context of business meetings. Sadly, some of these insensitives are British,
probably swayed unconsciously by views in the country’s notoriously
xenophobic tabloid press. But today’s Germany is a new one, run by different
generations, and nothing angers them more than those outdated jibes. Focus
on contemporary European, business and world issues if you want to
succeed in Germany.
Many visitors remark on the difference between German business and domestic
life. The friendliness and coziness (Gemütlichkeit) of German homes contrast
starkly with the utilitarian nature of many of their offices. For Germans, light
conversation about everyday things (Unterhaltung) is kept for the kitchen table.
In bars a table is kept for regular clients to drink and talk. Although it is changing,
Germans still maintain a stronger separation between home and office than
Britons or Americans do. ‘Dienst ist Dienst und Schnaps ist Schnaps’ – work
is work and play (drink) is play’ – is an important distinction in their culture.
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Truth and duty are important values for Germans. They are brought up to
believe that using their language correctly and precisely is a point of honour,
and that to say what you mean and mean what you say is important. This
leads to a degree of directness that can come across as rude or arrogant to
foreigners, although this is rarely intentional. Germans, on the other hand,
can find the British style of indirect and non-committal communication quite
hard to take.
Germans also have a strong sense of social responsibility and citizenship.
This affects everything from their attitude to organization to their recycling
habits. By and large they show tolerance to foreigners, but they’re prepared
to remind them of their social responsibilities, such as how to put out the
rubbish, when to wash or not wash cars, and when to make noise. What the
British sometimes see as intolerable intrusion on personal liberty, the
Germans simply regard as good citizenship.
Doing things thoroughly (Gründlichkeit) and in the right way is also a German
value. Within limits, they would rather things happened later (as long as they
are well-informed in advance) than with lower quality by taking short cuts.
Cultural style
German and British cultural behaviour is broadly comparable and is different
in degree rather than by type of behaviour. We are equally time-conscious,
task- and systems-minded, and reserved in our emotions. The one difference
is that British business tends to be less formal in style and approach.
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Germany/UK cultural styles – a comparison
Communication
1 COMMUNICATION STYLE
2 WORKING STYLE
3 DISCUSSION STYLE
4 BUSINESS ATTITUDE
5 LEADERSHIP STYLE
6 BUSINESS RELATIONSHIP
7 DECISION-MAKING STYLE
8 BASIS FOR DECISION-MAKING
9 ATTITUDE TO TIME
10 WORK/LIFE BALANCE
Live to work Work to live
Scheduled Flexible
Facts Instincts
Individualistic Collective
Relationship Task
Flat Vertical
Progressive Traditional
Fast-moving Slow and measured
Formal Informal
Direct Indirect
UK
Germany
Communication
Germany is still a surname culture. Although Germans may use your first
name outside the office, in business meetings they will address each other,
including women, by surnames alone. Naturally, they’re experts at decoding
when to switch between surnames and first names. British and American
visitors to Germany should forget the matey office culture that exists in their
home countries, where employees are often encouraged to address even the
MD or CEO by his or her first name. You’ll look a bit of a cowboy if you do
that in Germany.
Shaking hands at the beginning and end of business meetings and the business
day is essential. Good working relationships can be easily formed, but be
careful not to lapse into over-familiarity. Formality is important in office dealings,
and endearments and diminutives – using the short form of someone’s name
– are not acceptable. When addressing women, use Frau Schmidt rather than
Fraulein Schmidt, except for young people.
When you’re presenting to a German audience, they will expect to hear the
full technical details of your idea. They prefer logical arguments rather than
emotional ‘hunch’ type proposals, and the content is more important for them
than body language. They also look for well worked-out proposals, with evidence
that it has been tried or piloted successfully elsewhere, and will appreciate an
‘academic’ sell, stressing the benefits and pointing out and dealing with possible
issues rather than a ‘hard sell’. They feel perfectly capable of making up their
own minds on the evidence presented. The attention span in German
meetings is usually long – up to an hour. They will ask detailed questions and
expect in-depth answers. They also have a great respect for the truth as they
see it, and this may lead them to appear unusually outspoken at times. As a
rule, expect politeness but don’t look for flattery. It’s best to avoid jokes in
presentations or formal discussions, and during office hours generally.
Audiences are unlikely to interrupt you except to seek clarification.
It used to be traditional in Germany to follow up phone or email communications
with a written confirmation by conventional mail, but even German managers
are now saying that life is too short to observe this at all times.
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Organization
The office tone in Germany tends to be quiet and measured, and the working
environment clean and well-ordered. A clear desk is admired, and there’s a
tendency towards a closed-door culture rather than open-plan arrangements.
Working hours in Germany tend to be from 8am to 5pm or 5.30pm. People
often eat lunch in the office or the office café for 30 minutes or an hour.
Meetings and negotiations
Meetings in Germany are used to implement planning, brief participants and
agree decisions. The pace may be slow if technical issues are presented in
detail, and the agenda will be followed in order. The discussion will seek
consensus and common ground, reliable partners and long-term profit. Be
punctual, dress formally, observe the hierarchical seating plan, and be serious
in your approach. Jokes to lighten the atmosphere are generally not
appreciated in meetings.
Team-working
A typical team in a German company will be formed of individuals selected
for particular technical competencies. Everyone will have a strong sense of
their position in the organization’s hierarchy, and will conform to company
procedures; they will also regard deadlines as fixed. Progress might be slow
and methodical, but the leader will be expected to give firm and confident
direction.
Leadership and decision-making
Management tends to be by consensus and consultation, backed by a great
deal of research. Juniors show seniors considerable respect. Equally, you
should respect the hierarchy: never split or undermine superiors in German
organizations, and do not bypass people by going higher to complain or
search for decisions. Propose constructive alternatives rather than offering
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criticism. Differences of opinion are best dealt with in face-to-face discussions
rather than via a third party or on paper.
German managers often spend more years at university than their counterparts
in other countries, and may not enter the workforce until they are 27 or even
older. German managers and business leaders may have doctorates, and the
appellation Herr Doktor is not uncommon. Key factors in promotion in Germany
are a person’s education and qualifications, track record and seniority.
Managers change jobs less often than their British and US colleagues; there
is no difference in the status and treatment of men and women in business.
Socializing and gift-giving
Germans have a much more rigid definition of friendship than exists in Britain.
In Germany a friend is a close friend for life, and the relationship with a foreigner
will be initiated from the German side. If you speak a little German, never use
Du (the informal way to say ‘you’) to a colleague until he or she invites you to
do so. Keep to the formal Sie form.
Evening business dinners take place from 7pm. They’re usually formal affairs,
so wear a lounge suit or a jacket and tie; a trouser suit is appropriate for women.
Titles may be used (Herr Professor, Frau Doktor), and there might be a formal
seating plan. The host will propose any toasts, and you can then reciprocate:
don’t touch glasses until the first toast has been raised. You can talk business
before or after the meal, but not during dinner. Remember that out of hours
business contacts are discouraged in Germany.
Great gifts: unwrapped flowers, chocolates, and presents from your region.
Wrap presents properly, except flowers.
Avoid giving: lilies and chrysanthemums (associated with funerals), and intimate
gifts such as perfume or jewellery; be careful about wine – many Germans have
good cellars.
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Conversation topics
Ice-breakers Ice-makers
Show an interest in German and European
affairs
Premature talk about your hosts’ private life
and personal circumstances
Overseas travel and holidays – Germans are
great travellers
Germany’s role in World War Two
Sport, especially football and the UEFA and
World Cup competitions
‘Five-one’, harking back to England’s defeat
of Germany in a 2001 World Cup qualifier
Blank
Doing business in France
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Doing business in France
Overview
If you’ve ever felt a little overawed about the prospect of making a business
trip to France, don’t worry – your reaction is normal. The French can seem
so unnervingly cool and worldly, and sometimes aloof, especially to Britons
and Americans. It’s hardly surprising: they’re great thinkers, and they value
intelligence and eloquence. Philosophy is a part of a French child’s education,
and logical thinking and a passion for abstract argument are inherent in the
people.
This can cause problems for visitors from more pragmatic cultures, such as
Britain and the USA, who often claim that the French are ‘difficult’. But this
simplistic dismissal ignores the contribution that they have made to philosophy,
literature, science and the arts over centuries. The French are rigorous debaters,
and they enjoy exercising this skill. Travel with a well-prepared proposition,
think through the answers to all the awkward questions they could bring up,
and learn from the experience.
Five Ways to Succeed Five Ways to Fail
Understand the free market v social contract
debate in France
Do it all in English – if you have no French,
apologize
Show appreciation of French culture Ignore the French intellectual approach
Make sure that French guests eat and
drink well
Swear and drink too much
Maintain a degree of formality until you’re
invited to use first names
Dig up the old clichés about Anglo-French
conflict
Be logical and consistent in negotiations,
and when you reach a decision, stick with it
Decline lunch invitations and buy a sandwich
to eat at your desk