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1. The starting point for a winning strategy in global trade is a sensitive understanding of foreign cultures.
Work-related values
Communication
Giving gifts and complements
Meaning of time
Business meetings
Greeting, dining and entertainment
6. Business meetings:
Generally more relaxed. Introductions are never neglected, and meetings often start with a joke or a
brain teaser puzzle or activity to get everyone involved and thinking together. Meetings are seldom
scheduled before 10:00 a.m. or after 3:00 p.m, in deference to peoples family or social activities. A
significant amount of meeting time is used in setting up ground rules, determining the purpose and
expected outcome of the meeting, and so forth, especially when there are people from several cultures
involved. People participating in meetings in Europe are expected to be involved in the conversation, not
buried in their digital device or cell phones. They demonstrate interest and attentiveness to the person
speaking with their body language and by asking relevant questions.
7. Meaning of time:
Be Punctual and Use Your Time Wisely. Be on schedule in Scandinavia, Germany and Austria In the UK,
be early Italians or Spaniards are generally more relaxed. Take Blame and Give Credit In the 1930s, an
American named Dale Carnegie. By admitting fault quickly and emphatically when youve made an error,
you immediately take the antagonism out of a problem, and everyones focus turns more quickly to a
solution rather than fault-finding. Passing along credit is even more effective than taking it for yourself.
8. Greeting:
Standard business greeting throughout Europe Exception is Britain Italians shake hands often Germans
may bow slightly. In France, a lighter grasp is customary. In Austria, be prepared for a two-cheeked kiss
after the working relationship established. When opposing sides from different Western cultures reach an
agreement, shake hands
9. Dining and entertaining:
Your European host will always make the first toast. Reply with a toast of thanks at the end of the meal.
Talking business over lunch is not a violation of etiquette in France, Austria, Germany, UK, Netherlands,
Norway, Denmark, Sweden, Finland, Portugal and Spain, In the Czech Republic, Italy and Greece. Not
talk business over lunch unless your host initiates.
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10. Conclusion:
Appreciating the cultural differences and making a conscious effort to adapt to the ways of a country is
necessary for any flourishing business. With a little bit of advance preparation, openness to new
experiences and a willingness to behave with the utmost in formality, respect and professional decorum,
you will definitely increase your chances of success in your business relationships in Europe.