This document outlines a presentation on cultural differences in international business. It includes the following sections: 1. An introduction that defines culture and explains why cultural awareness is important for business success. 2. A quiz on business etiquette in different countries. 3. Two exercises where participants prepare for a business meeting abroad and compare cultures using Hofstede's dimensions. 4. A discussion of communication tips, cultural "sins" to avoid, and frameworks for understanding national cultures like Hofstede's 6 dimensions and Huntington's civilizations.

1. Kom verder. Saxion.
Dealing with cultural differences
in international business
Drs. G.J. (Gerrit Jan) Kerkdijk
“When in Rome do like the
Romans do!”

2. Kom verder. Saxion.
Agenda
1. Cultural differences in communication
– Quiz
– Exercise 1: prepare 1st meeting abroad
– Definition and importance for business
– Four tips for intercultural communication
– Some deadly sins to avoid
2. Regional cultures: sources and measurement
– Geert Hofstede’s 6 dimensions
– Exercise 2: deeper understanding
3. Concluding remarks

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Quiz
What do you know about
Business Etiquette?
Source: http://international-business-etiquette.com

4. Kom verder. Saxion.
1. In all of these countries you
are expected to bring a gift to a business
meeting EXCEPT one. Which one?
• China
• Japan
• Czech Republic
• Denmark
• Bolivia

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2. Which behavior is a common
gesture of friendship between men
in Saudi Arabia?
• a high-five
• holding hands while walking
• a handshake
• winking

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3. In Great Britain, tapping your nose
indicates that something is:
• confidential
• inappropriate
• very important
• incredibly boring

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4. Which of the following should not be
given as gifts in the Chinese culture?
• clocks
• straw sandals
• a handkerchief
• all of the above

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5. When treating a client to a business meal
in China, the most appropriate tipping
strategy would be:
• 15% tip
• 20% tip
• 50% tip
• no tip at all

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6. In Iran, while doing business,
a woman should cover her:
• mouth
• eyes
• arms and legs
• arms, legs and hair

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What is culture?
• Definition: A group’s system of
learned values and norms.
• “Group” what group? : nation,
region, organization, family,
profession, socker-supporters ..
• Culture is mythical, both vague and
visible, changing all the time!

11. Kom verder. Saxion.
Why is culture-awareness
important?
Globalization causes large increase in
multi-cultural diversity and international
business relations and an increased need
for intercultural communication skills.
Intercultural communication skills are
fundamental for your business success!

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In international relations..
•Speak at least 2 languages
–and know some words or expressions ..
•Make sure you know local rules
–religious, legal and political aspects ..
•Study folkways=>business etiquette
–learn about rules for interaction

13. Kom verder. Saxion.
Excercise 1
1. Chile
2. Africa
3. Japan
4. New Zealand
5. Indonesia
6. China
7. France
8. Saudi Arabia
9. Mexico
10.Denmark
First: each group, please select
a different country from list.

14. Kom verder. Saxion.
The assignment
• Your firm is going to sent a team to the selected
country to establish business contacts.
• Preparing yourself for the trip you ask yourself:
“What would be (un)appropriate behavior when
meeting with business partners in that country”?

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How to do this?
1. Visit: http://international-business-center.com
2. Find “business etiquette” (left - bottom).
3. Look up the selected country in the list.
4. For this particular country:
– Find answers to 9 questions (see next slide).
– Find surprising/shocking example (question 10)
5. Share your findings with the class.

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How should I behave at..
a general meeting:
1. Timeliness?
2. Dress code?
3. Last/First names?
4. Female participation?
5. Gifts giving:
– Type of gift?
– Colour of wrapping?
– Wait for unpacking or not?
6. Making eye contact?
7. Best moment for making
a business deal?
a dinner meeting:
8. Seating order? Type of
conversation: social or
business?
9. Right hand/left hand?
More do’s and don’ts?
10. Surprising/shocking?

17. Kom verder. Saxion.
Three “deadly sins”
Being unaware => denying cultural influence
– Assuming all behavior is personal and intended.
– “I don’t know why my behavior should shock you”.
Ethnocentrism => I am the center of the world ..
– My behavior & norms are standard for everybody else.
– So, I don’t need to understand others. They must adapt!
– “If English was good enough for Jesus Christ then it is
good enough for me”.
Amnesia => we have no history, yes?
– All civilizations/nations: good + bad, past + present.
– “Our civilization is and has always been superior”.
Source: http://ed.ted.com/on/lLJQX8SU

18. Kom verder. Saxion.
Four tips for interacting
1. Observe body language and mirror it
– Mirroring behavior builts rapport
2. Appreciate differences
– Show “courting behavior”
3. Respect individuality (avoid stereotyping)
– A person is not his nationality nor his culture !
4. Be patient, listen and ask
– When you don’t understand reactions, ask!
Source: http://www.youtube.com/watch?v=ZDvLk7e2Irc&feature=related
Dr. Snéha Khilay on intercultural interaction on YouTube

19. Kom verder. Saxion.
“National” cultures:
sources and measurement
• Huntington: 7 civilizations
• Geert Hofstede: 6 dimensions

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Huntington: Clash of civilizations

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Hofstede: 6 dimensions
Power Distance: acceptance of hierarchy in society
– Respect for social and organizational position
- CEO not easily approached, sits first etc.
Individualism/Collectivism: center of identification
– “I”:Me & my family, “We”: I am part of larger society
– Promotion based on loyalty or initiative?
Masculinity/Femininity: hard or “soft” interaction
– Low/high interpersonal skills
– Achievement/Rewards versus Caring/Cooperating

22. Kom verder. Saxion.
Hofstede: 6 dimensions
Uncertainty Avoidance: by the book/taking initiative
– Low vs Moderate to High risk behavior
– Ritualistic behavior vs open for new experiencs
Pragmatic/Normative: adapt/obey strict norms
– Adapting/respecting social obligations + traditions
- Truth depends on situation & time/TRUTH is eternal.
Indulgence/Restraint: tolerance/intolerance
– allowing hedonistic behavior or not

23. Kom verder. Saxion.
Exercise 2
• Your firm wants to do business in the country you
selected. Compare this country’s culture with your
national culture following Hofstede’s theory.
• http://geert-hofstede.com/cultural-tools.html
• First: select the foreign country.
• Next: select your own country or the country of
one or more members of your group.
• Compare: what are the most striking differences?

24. Kom verder. Saxion.
Avoid error of Level Confusion
• The concept of Culture applies to collectives:
nations, regions, groups, professions,
organizations, families, genders, age-groups...
• Individuals don’t have cultures but Personalities
For the individual “culture” is the answer to the
question: “what behavior (of others) is familiar
and makes me feel safe and at home”?
• But there is always room for personal choices.

25. Kom verder. Saxion.
An intercultural attitude
Hey, those differences are fun!
Disrespectfulness is never Ok!
If a person’s behavior seems odd to
you it does NOT necessarily follow
that this person’s intentions are
disrespectful.

26. Kom verder. Saxion.
Some interesting Links
Gestures:
• http://www.youtube.com/watch?v=fa_GCK-Czqs&feature=related
International business and culture
• http://www.youtube.com/watch?v=wxrp7u86SGs
Hofstede: seven deadly sins
http://ed.ted.com/on/lLJQX8SU
I and WE cultures
• http://www.youtube.com/watch?v=CW7aWKXB5J4

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Evaluation
• Get your “proof of attendance”
• Please fill out the evaluation form.