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A Comprehensive Guide on Culture, Communication Practices, and Business Practices in
France in Comparison with the United States.
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1. Doing Business inFranceA Comprehensive Guide on Culture, CommunicationPractices, and
Business Practices in FrancePrepared By,Gina Hales, Raymond Hovland, Elizabeth Loeffler,Charles
Remise, and Christopher SturgeonMay 15, 2013
2. Doing Business in France 1Table of ContentsExecutive
Summary……………………………………...........2Introduction……………………………………………………3Cultural
Values…………….………………………….…....….4Communication Styles…………………………………………6Business
Etiquette………….………………………..………....9BusinessRelationships……………………………….....…......11Time
Orientation…….……………….…………….....…...…..13Recommendations………..………………………..…..………14List of
Illustrations…………………….…………..…………..15Bibliography……………………………………….………….16
3. Doing Business in France 2Executive SummaryAnalysis of France’s Business Communication
Practices in Comparison with the UnitedStates:In order to prepare for the expansion of Mustang Jeans
into France, the CorporateCommunications department has researched the main cultural differences
between France andthe United States. This information will be vitally important in ensuring the
appropriatecommunication practices and therefore successful business relationships while interacting
withthe French.Analytical Methods:The research documented within this report is gathered from
variouscultural information sites, the main resource being Kwinstessential.com. The research
oncommunication theories and cultural values is based on the findings of Edward T. Hall and
GeertHofstede. Other sites visited are identified in the bibliography section of this study.Key Cultural
Differences:There are many important differences between the French culture andthe United States
culture. Language, time orientation, and communication styles each contributeto these key cultural
differences. In order to establish successful business relationships with theFrench, it is vital to first
form a personal relationship, due to the country‟s high context culture.Establishing and keeping this
relationship on both a personal and professional level will beachieved after a gained understanding of
the cultural differences as described in this analysis.Recommendations:In order to achieve a successful
expansion into France, we recommend thatall Mustang Jeans employees who will be involved in the
expansion participate in a culturaltraining workshop. This workshop will inform employees of the
main cultural differencesbetween the United States and France, specifically focusing on the
communication practices andbusiness relationships. The valuable knowledge that this training
workshop will supply to theemployees will allow them to build long lasting, trusted relationships
with the French, which willform into prosperous business relationships for the company.
4. Doing Business in France 3IntroductionMustang Jeans plans on expanding into the European
market through the entry point of France,in a strategic move to increase sales and gain share in the
eastern markets. Because of the levelof importance of this expansion, and in a hope to achieve the
largest possible market penetration,Mustang Jeans needs to be fully prepared with every advantage
possible. One of these majoradvantages is understanding the culture of France, as well as the way that
business is done withinthe country.This study was created in order to facilitate that need for
information, and provide acomprehensive look into the way that France does business, as requested by
the executivemanagement. This study will provide those executive managers with a clear lens through
whichthey can set priorities, design work and meeting schedules, and instruct employees on
properpractices. This report will focus on several key topics:• Cultural Values of France•
Communication Styles of France- Verbal Communication- Non-Verbal Communication• Proper
Business Etiquette and Attire• Building Business RelationshipsThrough the use of this comprehensive
study, a focal point of which being identifying keycultural differences in business and personal
relationships, Mustang Jeans will be more preparedand better equipped to maximize the penetration
into this new market, due to the increasedunderstanding of how the culture functions. The report
draws on some of the most influential and
Post
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5. Doing Business in France 4Figure 1Hofstede’s Country ComparisonSource: The Hofstede
Centerprominent cultural theories to help identify every aspect of French life that could be a
potentialproblem to our American company, due to simple differences.Cultural ValuesGeert
HofstedeGeert Hofstede, born in 1928, was an influential Dutch researcher in the field of
organizationalstudies with a focus on organizational culture. Hofstede also worked on different fields
ascultural economics and management. His mostnotable work is a cultural dimensions theory
thatincludes 5 dimensions: Power Distance, Masculinity, Individualism, Uncertainty Avoidance
andTime Orientation. This study is considered to be one of the most comprehensive in regards tothe
influence culture has on values in the workplace.1Power Distance:The system in France showsthat
every decision is carefully studied beforebeing taken, and that a lot of people have to seethe project and
to give their opinion. Thatmakes the hierarchy very important, withpower very centralized. That is
why the powerdistance in Hofstede´s Analysis is pretty high ata value of sixty eight. In France, it is
veryimportant to make a difference betweenhierarchical levels. It is a society in whichinequalities are
accepted. Hierarchy is neededif not existential.According to Iribarne, a Spanish politician, the fact that
French accord so much importance topower distance in society is due to the fact that a distinction
needs to be made between powerdistance and hierarchical distance.2Though power distance may be
reduced in one part of a1“The Hofstede Center.” Geert-Hofstede.com.2JagdeepChhokar, Felix
Brodbeck, and Robert House, Culture and Leadership Across the World
6. Doing Business in France 5business, the distance with people who are hierarchically higher in the
firm remains still high.There is a desire to limit this power distance between employees and leadership,
but the systemand the “logic of honor” is perpetuating hierarchical distance.3Individuality:The issue
addressed by this dimension is the degree of interdependence betweenemployees or individuals in a
society. The French environment at work is very individualistic,because it‟s a characteristic of the
culture. The accent is set on competition rather thanteamwork. Thus, people work most of the time
alone, which creates an intense environment ofcompetition in some companies. French people are
individualistic because they look afterthemselves and their direct family. They do not consider
themselves as a part of a specificgroup.4Masculinity/Femininity:The French society is driven by
competition, achievement and success.We can explain this fact because men are leading in business
environment. This system starts inschool and continues during the all life. This particular environment
provokes this distinctionbetween men and women.Men are looking for being the best, and women are
looking for having a good quality of life.That is the main difference between them.Nowadays, there are
still some inequalities concerning women in a professional environment.Indeed, there are some
inequalities concerning salaries, jobs, and power in firms. However, theyare more and more women in
business, so things are changing since 10 years. Women haveaccess to executive jobs, and their skills
are more recognized in today‟s organizations.Moreover, France is less a competitive country compared
to America for example, where peoplecompete for promotions in companies. In France, men and
women are more equal aboutpromotions, when it not concerns executive jobs as CEO or high
executive jobs.5Uncertainty Avoidance:This dimension relates to the fact that a society can control the
future ofits activity or not. Certain societies feel threatened by ambiguous situations and that‟s why
they3“The Hofstede Center.” Geert-Hofstede.com.4Ibid5Ibid
7. Doing Business in France 6manage risks in order to limit uncertainties, and anticipate next events.
All cultures don‟t viewuncertainty avoidance in the same manner. Some prefer to control the future;
some others preferto let it happen. France has one the highest scores in uncertainty avoidance. They
like to control,and in order to, they provide a lot of trainings and teach their employees how do manage
risks.They are very attentive to details. Moreover, they meet often and plan on how to reduce
certainrisks.6Long-term orientation:According to Hofstede´s analysis, French culture is not an
ambitiousculture, because people don‟t like to take risks. They don‟t have really a future-
orientedperspective, they have more a conventional historical short-term point of view. France has
agreat respect for tradition, norms and values as guidelines. Truth is also very important.We
canobserve this in business and in politics, where taking risks is not very welcomed in
organizations.That‟s why French people are more likely to take a short-term view, and this is
explained by thefact that they are looking to have quick results. Management is based on personal
achievement,hard work and managers are judged on short-term results.7Communication
StylesEdward T. HallEdward T. Hall, a famous American anthropologist from 20thcentury, is credited
with some ofthe earliest discoveries of communication factors within culture. Hall is most known for
hisstudies in human proximity and the context of cultures. In his study of verbal communication,Hall
divides cultures into two contexts: high context and low context. When a culture is lowcontext, the
communication practices are highly based on the words that are being spokenbetween people. In a
high context culture, communication is less based on words, and much onbody language, positioning,
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and relationships. In the figure to the left, one can gain a better ideaof high and low context culture
habits. In researching proximity, Hall classifies a culture‟s needfor space and ownership as either high
territoriality or low territoriality. Hall claimed thatcultures who are high territoriality tend to be low
context, and cultures that are low territoriality6Ibid7Ibid
8. Doing Business in France 7tend to be high context.8After studying the French communication
styles, one can discover thatFrance is high context culture, with a low territoriality.8“Hall‟s Cultural
Factors.” Changingminds.org.Source: Jeitosa Group International.2012
9. Doing Business in France 8VerbalCommunication: The verbal communication style in France is
honest and straightforward. TheFrench will not hesitate to ask questions and express their own
opinions which often results indiscussions or negotiations which may seem to get heated or intense in
comparison withAmerican discussions. It is important to the French that the person they are working
or speakingwith at least tries to speak or learn a bit of French, and if not, that the person apologizes for
notknowing the language. For example, when greeting all types of people, it is expected to sayBonjour
(good morning) or bonsoir (good evening) followed by the title of Monsieur (men) orMadame
(women) and to say au revoir (good-bye) when parting from the people. An attempt atusing these
small greetings will be expected and appreciated, but the French will speak inEnglish if they realize
your French isn‟t very strong. Topics of conversation that are wellreceived include French food,
philosophy, and art; conversations involving money or politicsshould be avoided.9Non-verbal
Communication: The non-verbal communication in France is characterized by thehigh importance
placed on good posture and manners. The French tend to have a low8“Business Etiquette and Protocol
in France.” Kwintessential.com.Figure 2Low Context Vs. High Context
10. Doing Business in France 9territoriality, and therefore stand closely to each other during
conversations, with body contactinvolving light touching. Eye contact is important, and keeping one‟s
hands visible and awayfrom their pockets is normal. Some gestures and actions that should be avoided
include the “ok”sign, snapping your fingers, hitting your palm to your closed fist, and chewing gum in
public. Toshow your agreement or consent, a “thumbs-up” sign is acceptable.10The written
communication is very formal in France. If you are not comfortable writingin French, your business
card should be in English. Business meetings can be made by telephoneor by written request, and are
scheduled by secretaries. Secretaries may serve as your source ofinformation from French business
partners.11Business Etiquette10Ibid11Ibid
11. Doing Business in France 10Appropriate Business Attire:France is to be considered by many to be
one of the most fashion-forward nations in the world and has been for some years. 12In France
business dress isunderstated and stylish and you are expected to look your best in any
professionalsituation.13Businessmen in France are required to wear traditional business suits that are
dark incolor for the scheduled meeting. Women are expected to either wear suits or an elegant
orsophisticated dress in soft colors, avoid using bright colors. It is imperative to understand
thatjackets must stay, as in France it is a sign of unprofessionalism, and should be avoided at
allcosts.Meeting and Greeting:To sustain a professional business relationship with French customers
andassociates it‟s important to greet them with the phrase „bonjour,‟ meaning good morning,
and„bonsoir,‟ meaning good evening.14The handshake is a common form of greeting in France.
It‟sessential to understand that the French only use first names when they are speaking to family
andclose friends, so only use first names after you have established this close relationship.Business
Meetings and Office Etiquette:In the French culture, appointments are alwaysnecessary, and must be
made at minimum several weeks prior to the meeting. Theseappointments can be made over the phone
or with written documents, andit is wise not to schedule meetings during the common vacation
period,between July and August.15If there are to be expected delays on arrivalof scheduled meeting,
telephone straightaway and explain the reason forrunning late. Business meetings in France are to
converse issues and notto make conclusions first time, it‟s vital to avoid overstated claims, asmajority
of French will not welcome hyperbole.Dining Etiquette and Table Manners:Being on time is crucial in
theFrench culture and it‟s unacceptable to arrive more than ten minutes late.It‟s vital to telephone
and give an explanation on what is going on. If12“Business Etiquette and Protocol in France.”
Kwintessential.com.13Ibid14Ibid15IbidFigure: 3French FlagSource: Bows n‟ Ties
12. Doing Business in France 11asked out to a big dinner party, it‟s important to send flowers the
morning of the dinner party, asthe French like to display the flowers at the evening event, particularly
in Paris.The way you dress is critical as the French people are very fashion aware and their type of
casualis not relaxed as in many western countries. Good table etiquettes are so essential in France,
somake sure not to begin eating until the hostess says „bon appetite‟ as it is common courtesy towait.
22 of 25 12/26/2014 2:05 PM

Do not put your elbows on the dinner table; though make sure to keep your hands in sight.Leaving
your wine glass almost full means that you don‟t want any more, as soon as the wineglass comes close
to empty it will be filled straight back up.Gift Giving: Giving gifts is acceptable but is needed to be
exercised with discretion. This isbecause warmth and generosity between business associates is not a
norm in the French businessculture16It is suggested that you don‟t include your business card with a
gift, as it should relatedirectly to business but rather be on some type of personal level. Gifts are
usually opened whenreceived and if given wine make sure that it is of the uppermost quality, as almost
all Frenchpeople really appreciate their wines.Business Negotiation: The primary approach to
negotiation in France is to engage in a debatetypically aimed at reaching a mutually agreeable solution.
The style of negotiation that theFrench use is cooperative. They are very passionate negotiators and
they can sometime appear toto be aggressive. It‟s important to stay calm, tranquil, patient and
determined when negotiating.A lot of French people spend a numerous amount of time gathering
important information anddiscussing details before they begin to bargain in thenegotiation stage.
Majority of negotiations that areconducted by the French are slow, they take time inbargaining and
decision making, which can be a veryprolonged and time consuming. 17It‟s critical to maintaindirect
eye contact while speaking and to avoid anyconfrontational behavior or any high-pressured
tactics.French business is hierarchical, where all decisions are16“International Gift Giving Etiquette –
France” 1WorldGlobalGifts.com17“Negotiating International Business – France” Global Negotiation
SourceFigure 4French WineSource: Squidoo.com
13. Doing Business in France 12mostly made at the top of the organization.18Women in Business: Most
businesswomen in the French society struggle to reach positions ofsimilar income and power as men.
Businesswomen should courteously receive any chivalricgestures that they receive. Exhibiting
self-confidence and assertiveness can be effective, thoughit is essential not to appear excessively bold
and aggressive.19Business RelationshipsWhile conducting business in France, behaviors that
emphasize courtesy and are carried out withrespect for formality are appreciated. By forming a large
network of personal relationships, youwill have an advantage that can benefit you later in the business
relationship. The way a Frenchperson communicates is governed by three criteria that should be taken
into consideration whileanalyzing the target audience: their social status, their level of education and
where in thecountry they were raised.20In negotiating winning business deals, respect and mutual
trust isessential. Trust is earned by adapting to the cultural norms in the society and get inside
theFrench counterpart‟s social circle.Social Circle:The French are very privatepeople, and keep many
things only betweenthemselves and those in their intimate circle offamily and close friends. They also
functionwith different sets of rules when dealing withthose outside that circle.21The French are
politeto everyone, but cannot be their true selvesexcept when with those they see as closest tothem.
Friendship in France brings with it a setof roles and responsibilities much stricter that18“Business
Etiquette and Protocol in France.” Kwintessential.com.19“Negotiating International Business –
France” Global Negotiation Source20“Business Etiquette and Protocol in France.”
Kwintessential.com.21IbidFigure: 5Initial Relational PositionSource: Photo courtesy of Raymond
Hovland
14. Doing Business in France 13in the United States. You are expected to be available whenever you are
needed, and thefriendship requires frequent, if not daily contact.22Problems with families should
never bediscussed with the French, as they consider it to be rude, along with inquisitions about
money.This should only be done if you are considered a true friend or inside their social circle. It
isactually acceptable to talk about sex, religion and death no matter what the relationship is.23Your
goal is to move inside their “circle of trust” by acting properly in meetings, becausemeetings is where
you will deliver your first impression and also show what you have to offer.24Forming Relationships:
French men and women approach problems from a theoretical point ofview.25In forming a
relationship with a stranger, the French want to know whether or not youexhibit the abilities of
giving logical arguments based on facts and evidence, rather thanemotional or high-pressure
techniques. They like to have a discussion for discussions sake tointeract in the logical process that the
discussion is. You should expect many interruptions whenyou talk. This is considered a necessary part
of the conversation and you are expected to do thesame back to show engagement and interest in the
topic. It is perfectly normal that everyonetalks at the same time in a seemingly intense argument, but
this is in fact just a normaldiscussion.26Also, expect a lot of gesticulations which is also considered
normal. The best wayto handle these meetings, if you are unfamiliar with how to behave, is to observe
their behaviorand adapt to it.27French people ask personal and probing questions, because they want
honestanswers back, as this helps them build the relationship.28That is why they can appear
extremelydirect to people not familiar with their way of conducting business. They do not
appreciatehidden messages or prepared answers – they want your true, genuine opinion.Business
23 of 25 12/26/2014 2:05 PM

Lunch: A business lunch in France often lasts for an extended period of time, over twohours. these
business lunches are very important in the French culture. It is here that business isdone as well as
where personal relationships are built. Without this kind of interaction, it will bealmost impossible to
develop a long-term relationship with them. After the lunch meeting, you22Ibid23(Blendstrup et al.
)24“Business Etiquette and Protocol in France.” Kwintessential.com.25(Blendstrup et al.
)26Ibid27Ibid28“Business Etiquette and Protocol in France.” Kwintessential.com.
15. Doing Business in France 14should ask the businesspeople present for a further meeting to get to
know each other more, suchas coffee or, perhaps, leaving it with a promise to call . These promises are
critical to keep,because credibility in France is something fluid. A missed coffee meeting, or a forgotten
phonecall can destroy any reputation that has been built with them previously, and can send you
backto the very beginning stages of the relationship, if not tarnish it irreparably.Maintaining
Relationships: After having formed a successful relationship, it is important tomaintain it. French
executives are eager to maintain long-term business relationships, becausethey put much effort into
finding trustworthy alliances. Before going to further meetings, it isideal to have some background
knowledge of French history and culture. The French are a proudpeople that like to talk about things
in the past and expect other people to understand what theyrefer to.29If you do not speak French,
sincerely apologize for your lack of knowledge, as thismay assist in the forming of the relationship. The
best option would be to learn some key phrases.This will impress the French and show your desire for
a long-lasting relationship with them.30Another mean of communication is online networking. This
method is effective in maintainingthe relationship, but should never be used to start or build one,
especially not with Baby Boomersor Generation X. In all dealings, be polite, honest and keep your
promises, this will keep youinside the circle of trust that gives you all the advantages of being a reliable
business partner.31Time Orientation:Time is viewed differently in France, depending on where in the
country you conduct yourbusiness. In northern France, in the areas around Paris, you should expect to
be on time. If youhave a meeting at 12 PM, you should be there at 12 PM. However, the further south
you go, themore relaxed punctuality becomes. Being fifteen minutes late is perfectly acceptable in
themiddle of France. If you have an appointment at 12 PM in the southern region, be there closer
to12:30 PM.32Recommendations29(Blendstrup et al. )30Ibid31Ibid32“Business Etiquette and Protocol
in France.” Kwintessential.com.
16. Doing Business in France 15Create a Workshop Focusing on Doing Business in France: It is
imperative for the success of theintegration of Mustang Jeans into the French lifestyle that the
employees of the company fullyunderstand what is required to do business there. Through this
intercultural training workshop forall employees that will interact with French customers or business
partners, an understanding onthe processes of building, fostering and maintaining business
relationships, appropriateconversation topics, cultural norms and taboos, and proper etiquette will be
obtained. Thistraining workshop will be on a Saturday, with a traditional French lunch provided for
allattending employees. The workshop will give employees the tools to first foster
personalrelationships with the French that will form into profitable business relationships for
thecompany for years to come.Encourage French Language Courses:The French feel that having a basic
knowledge of theirlanguage as an outsider implies a great deal about the desire for relationships.
Learning basicphrases such as proper greetings will be appreciated by the French because it shows a
genuinedesire to understand their culture. Through training courses on the fundamentals of the
Frenchlanguage, employees of Mustang Jeans will be better equipped to make a good impression
withthe potential business partners in France.List of Illustrations
17. Doing Business in France 161) Figure 1: Hofstede‟s Country Comparison: France Versus the United
States2) Figure 2: Low Context Versus High Context Cultures3) Figure 3: French Flag4) Figure 4:
French Wine5) Figure 5:Initial Relational Position When Starting Business With FranceBibliography
18. Doing Business in France 17Blendstrup, Angelika, Ale Gicqueau, and Pierre-Jean Charra. "Building
Business Relationshipsin the French-Speaking World." US Professional Business Communications
forInternational Executives and Entrepreneurs. http://www.professional-business-
communications.com/building-business-relationships-in-the-francophone-diaspora(accessed May 5,
2013).Changingminds.org. “Hall‟s Cultural Factors.”http://changingminds.org/explantions/culture
/hall_culture.htm.Chhokar, J. S., Brodbeck, F. C., & House, R. J. (2007). Culture and Leadership Across
the World.N.p.: Psychology Press."France - French Culture, Customs and Etiquette."
Kwintessential.http://www.kwintessential.co.uk/resources/global-etiquette/france-country-
profile.html(accessed May 12, 2013).Hofstede, Geert. "The Hofstede Center." Accessed April 30, 2013.
Hofstede, G. (n.d.). Whatabout france. Retrieved from http://geert-hofstede.com
/france.html.International Gift Giving Etiquette – Francehttp://www.1worldglobalgifts.com
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/francegiftgivingetiquette.htm (accessed April 26,2013).Kwintessential “Business Etiquette and
Protocol in France” Kwintessential.http://www.kwintessential.co.uk/resources/global-etiquette
/france-country-profile.html(accessed April 25, 2013).Negotiating International Business –
Francehttp://www.globalnegotiationresources.com/cou/France.pdf (accessed April 26, 2013)
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