The Importance of Global Business Protocol and Etiquette in International Business Negotiations

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Abstract
Nowadays different nations communicate frequently, Protocol
and etiquette is becoming an important issue, which is not confined
only in the domestic affairs, At the same time, the values vary from
nations to nations, so does the practice of etiquette, There is not an
acknowledged standard and it is only a set of established rules which
are obeyed by all the people, Therefore, a business man should be
familiar with all the protocols in all fields, such as politics,
economics, and culture and military
International business is no longer the privilege of the minority
of people, More and more people prefer to go into business, In the
era of human-oriented society, how to respect others and maintain
ones dignity becomes a challenge, International business etiquette is
the basic knowledge which should be applied in the competition in
the international business environment

This thesis gives a clear definition of commercial etiquette and

systematically explains its contents, categorizations, features,
principles, functions and practices, It illustrates the dress code,
kissing and dining in detail, It also shows the significance of the
commercial etiquette,
INTRODUCTION
Business communication and business etiquette
In an era of globalization, understanding the basics of etiquette and protocol that is, the type of
behavior that others expect of you in both informal and formal settingsis an important skill, It
can instill an individual with confidence to handle almost any situation in any culture and allow a
businessperson to concentrate on the deal at hand rather than worrying about such distractions as
which fork to use or which hand to use for passing food,Without an understanding of the basics of
etiquette and protocol, you risk coming off as a boorish Neanderthal,You may even put your
companys image at risk or risk potential failure in the formation of key business relationships that
are vital to global success, Finally, a well-honed sense and appreciation of local customs etiquette
and protocol can make you stand out in a competitive global market
Proper etiquette in todays business world goes well beyond basic table manners (they are,
after all a given in most cultures) and common courtesies (allowing an esteemed colleague or
superior to precede you through a doorway, for example),Think of all the elements that go into
making a first impression, the color of your dress or tie, your body language, handshake, posture,
amount of eye contact on introduction, where you put your hands, how you accept a business card
and how you present yours as well as the actual content of the card ---- and you havent even sat
down to begin talks
Many experienced international business travelers will advise you that when in Rome do as
the Romans do While this may work if you are trying to figure out which fork to use or whether
to bow or shake hands, it is, in most cases, far easier said than done And besides, except in
superficial areas, doing what the Romans do may be against your ethics, morals, company policy
or home government laws
Regardless of the culture, proper etiquette means maintaining your own values while
respecting those of others It does not mean slavishly following the rituals and practices of others
to please your host If you make an effort at the language, at understanding the basics of common
courtesy, and avoid any offensive acts, dont be overly concerned about the subtleties ---- at least
the first time visitor to another culture , through a deeper understanding etiquette and protocol is in
the confidence it gives you and the impression it makes on colleagues
CHAPTER ONE
CULTURAL DIFFERENCES
Etiquette is dependent on culture; what is excellent etiquette in one society may shock another
Etiquette can vary widely between different cultures and nations
In China, a person who takes the last item of food from a common plate or bowl without first

offering it to others at the table may be seen as a glutton and insulting the generosity of the host In
America a guest is expected to eat all of the food given to them, as a compliment to the quality of
the cooking
In such rigid hierarchal cultures as Korea and Japan, alcohol helps to break down the strict
social barrier between classes It allows for a hint of informality to creep in It is traditional for host
and guest to take turns filling each other's cups and encouraging each other to gulp it down For
someone who does not consume alcohol (except for religious reasons), it can be difficult escaping
the ritual of the social drink
So, dont be confused when you see contradictory etiquettes Different cultures have different
etiquettes!
CHAPTER TWO
DRESS CODE
A general overview of Dress code
Climate and culture both play a role in sartorial behavior In the tropics and hot desert climes,
businessmen often wear an open-necked shirt and cotton trousers But even in those markets it may
be safer to wear a suit coat or blazer to the first meeting just in case For meetings with government
officials, this formality takes on greater importance In most parts of the world, business women
can choose between a good dress, suit or blazer and skirt For men, a dark suit, conservative tie and
dark socks will cover most meetings with high-status individuals A few cultural-specific hints
Visits to Latin Europe and Latin America require special attention to the style and quality of
both mens and womens apparel and accessories
In the Middle East, the business contacts often judge one partly on the quality and price of
ones briefcase, watch, pen and jewelry One should wear and carry the best one has
Germans feel more comfortable doing business with men whose shoes are brightly polished
Throughout Asia, it is a good idea to wear slip-on shoes such as high quality loafers because
custom requires removing footwear when entering temples, peoples homes and some offices as
well
Americans pay special attention to the condition of ones teeth, so some Europeans include a
visit to their dentist for a cleaning as part of their preparation
In Muslim countries, female visitors should dress so as to show as little bare skin as possible
CHAPTER THREE
FORMS OF ADDRESS
The more formal the culture, the more likely you will confine yourself to using the persons
family name plus any applicable title or honorific,This is sometimes a problem for Yanks and
Aussies doing business in East Asia
Visitors to Japan who interact with women should remember that the polite prefix san can
mean Miss, Ms or Mrs as well as Mister In the USA the saying goes, I dont care what
you call me just as long as you call me for dinner Nevertheless physicians and surgeons are
normally addressed asDron all occasions Ph Ds on the other hand are usually called Dr only
when he or she is on duty
Of course even in the informal USA there are hierarchies Whereas at a Silicon Valley startup
company everyone may be on a first-name basis, in larger, more traditional corporations
executives are often addressed as Mr, Miss, Ms or Mrsat least in the office
Many cultures employ standard expressions as verbal greetings For instance, Americans often

say, Hi, how are you? and some Asians and Europeans seem to be confused by this rhetorical
question, thinking the Yank is actually asking after their health In fact its a meaningless
expression calling for the automatic response, Fine! How are you? whereupon everyone gets
right down to business
In fact, Europeans also employ various meaningless syllables when being introduced to
someone for the first time Germans will say something meaning it is a great pleasure to meet
you How do they know whether it is going to be such a great pleasure when they dont even
know the person yet?
CHAPTER FOUR
BUSINESS GIFTS
What to give? Watch out for culture-specific taboos Avoid sharp objects such as knives; in
some cultures they symbolize the ending of a relationship In China, avoid clocks and watches,
which bring bad luck because the word for clock sounds like another Chinese word which refers to
death Good choices are quality writing instruments, branded whisky, picture books about ones
city, region or country and products ones home country is famous for
When to give? In Europe, after the agreement is signed In Japan and most other Asian
countries, gifts are given at the end of the meetingNote that North America is not a gift-giving
culture Many companies have strict policies concerning gifts, especially for people with
purchasing responsibilities Many American negotiators feel uncomfortable if presented with an
expensive gift
How to give? In Japan the wrapping of the gift is at least as important as the gift itself In Japan
and the rest of Asia, present and receive any gift with both hands, except in Thailand where the
present is handed over with one right hand supported by the left In Asia and North & South
America, the gift will more likely be opened immediately
The nuances of gift-giving are important; however, not every blunder is fatal
CHAPTER FIVE
DINING
A general overview of Dining
Many American negotiators prefer to maintain a separation between their professional and
private lives as well as between business and pleasure If invited to the cocktail party, expect to
mix informally with a large number of complete strangers
Smart visitors rely on local advisers or culture-specific guides about food and drink
taboosKnowing the fundamental element of local business protocol shows your counterpart that
you are a serious and committed potential supplier or partner And making fewer blunders gives
you an edge over your less conscientious competitor
A few cultural-specific hints
Observant Muslims do not drink alcohol or eat any pork product Many avoid shellfish as
well Jews share some of these food taboos
Hindus avoid both beef and pork; most are strict vegetarians
Buddhists are often strict vegetarians, but many Thai Buddhists enjoy beef as long as
someone else has done the slaughtering for them
CONCLUSION
Increased globalization has been one of the most important developments in the past decade
The Internet has been instrumental in accelerating the growth of business across borders The

ability to effectively conduct business with trading partners around the world is essential in the
twenty-first century Savvy companies the development of international business etiquette and
communication skills as a strategy to distinguish their company from competing firms One
business educator has cautioned, "Being closely attuned to the orientations of diverse trading
partners is an increasingly important advantage in the highly competitive global marketplace,
where only the very best thrive" Colleges and universities have responded to this need by
integrating international perspectives into the curricula Business schools in particular have worked
to internationalize the curriculum, partially through the expansion of international business
communication courses Even student clubs have recognized the need for enhanced understanding
of other cultures, sponsoring popular business etiquette dinners and workshops on global business
protocol
Proper etiquette in todays business world goes well beyond basic table manners( they are,
after all, a given in most cultures) and common courtesies (allowing an esteemed colleague or
superior to precede you through a doorway, for example) Think of all the elements that go into
making a first impression The list is lengthy There is your manner of dress, your professional
appearance, the color of your dress or tie, your body language, handshake, posture, amount of eye
contact on introduction, where you put your hands, how you accept a business card and how you
present yours as well as the actual content of the card-and you havent even sat down to begin
talks
Regardless of the culture, proper etiquette means maintaining your own values while
respecting those of others It does not mean slavishly following the rituals and practices of others
to please your host If you make an effort at the language, at understanding the basics of common
courtesy, and avoid any offensive acts, dont be overly concerned about the subtleties- at least the
first time around To be honest, not that much is really expected of the first time visitor to another
culture, thought a deeper understanding will be expected each time you visit The value in
understanding etiquette and protocol id in the confidence it gives you and the impression it makes
on colleagues
Although what is covered is handled well, there are some areas that could have received
greater attention For example, there is little discussion of the differences among the various
countries and cultures in each continent And Id have liked more on business etiquette and the use
of humor, entertainment and letters We previously discussed the importance of business etiquette
in daily business activities in terms of "business introduce", dining, business invitations There are
some other important business etiquettes, such as the proper attitude towards foreign cultures,
music and arts, the respect for their dining habits, holidays and religions We will not discuss them
in details because of the limited scope of this paper Shortly put, understanding more about foreign
business etiquettes put us in a good position to deal with all kinds of business occasions and hence
facilitate the development of global trade