This document provides tips for avoiding cultural mistakes when working with Europeans. It discusses that European culture is not monolithic and varies significantly between countries. Specific differences highlighted include work-life balance, hierarchy, small talk norms, and dress codes between countries like the UK, Finland, and general Northern vs Southern Europe. The document advises building cultural context through local experience or expertise rather than assumptions. When a faux pas occurs, the tips are to acknowledge it, apologize using local pleasantries, and ask how things are done in that culture.

1. How to Avoid Mistakes When
Working With Europeans
Jennifer Kumar
July 2, 2016

2. The “90% Rule”
Of the people
Of the situations
with
Of the time

3. Mistake:
All of Europe Has One Culture
• Media & Assumptions
• Variations in Europe
• European Culture ≠ American
Culture

4. What do you think?

5. Media Perceptions

6. Variations in the E.U.
Image: Wikipedia
28 Countries
24 “official
and working
languages”
Nationalities in
Kochi:
Belgium
France
Germany
Italy
Netherlands
Slovenia
Sweden
U.K.

7. Cultural Differences: UK vs. Finland
U.K. Finland
Hierarchy Important Flat organizational structure
Someone to blame No one to blame but yourself
Management direction
important
Autonomy and Initiative
important (no micromanaging)
Strict dress codes Very relaxed dress codes
Colleagues socialize in the pub
(Thursdays in London)
Going to the sauna is important
English is the language of
business
It’s better to learn Finnish

8. Cultural Differences: General
Behavior Culture Tip
Food &
Meetings
Dinners can be lengthy, as colleagues will
socialize and eat
Time Sensitivity Northern Europe stricter than the
Mediterranean
Referring to
others
Typically use of Sir and Ma’am is not
required in most European offices
Dress Codes Quite formal, depends on industry.
Neutral colors, little jewelry, close toed
shoes.

9. Cultural Differences: General
Behavior Culture Tip
Greetings Depends on country- different handshakes, kisses
on the cheek
Eating Habits Avoid making noises while eating- burping,
slurping, biting cutlery.
Small Talk Some countries may not prefer it (Germany),
while others can’t live with out it (Poland).
Small Talk Topics Some countries may consider different topics
acceptable or avoidable in business
conversations.
Small talk on virtual teams may be more
important to some than others.

10. European Culture ≠ American Culture
Europeans tend to:
• Be conservative/risk averse
• Work less hours/have more
vacation
• Be more relationship focused
than task focused

11. Mistake:
Applying Indian Solutions to
European Problems
• Lack of business, economic, or
cultural context of solutions
• Team in India does not
understand pressures from
client/end users/customers

12. How to Build
Cultural Context?

13. Learn about the
industry in a European
country-specific
context
Work Abroad
Open an Office
Abroad
Learn the
basics of
Biz Culture
Find a Subject
Matter Expert
Don’t
Assume:
Ask or
Research
How to Build
Cultural Context?

14. How to Fix a Faux Pas
1. Look for the other’s body language or tone of
voice
2. Use the pleasantries or etiquette of the
country to apologize – through a local phrase
or mannerism
3. In some cases, it may be ok to blame it on
your culture misunderstanding, and ask how
it’s done in their country