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Cultural behaviour in business

Read a blog post about doing business in different cultures to practise and improve your reading skills.

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Much of today's business is conducted across international borders, and while the majority of the global business community might share the use of English as a common language, the nuances and expectations of business communication might differ greatly from culture to culture. A lack of understanding of the cultural norms and practices of our business acquaintances can result in unfair judgements, misunderstandings and breakdowns in communication. Here are three basic areas of differences in the business etiquette around the world that could help stand you in good stead when you next find yourself working with someone from a different culture.

Addressing someone

When discussing this topic in a training course, a German trainee and a British trainee got into a hot debate about whether it was appropriate for someone with a doctorate to use the corresponding title on their business card. The British trainee maintained that anyone who wasn't a medical doctor expecting to be addressed as 'Dr' was disgustingly pompous and full of themselves. The German trainee, however, argued that the hard work and years of education put into earning that PhD should give them full rights to expect to be addressed as 'Dr'.

This stark difference in opinion over something that could be conceived as minor and thus easily overlooked goes to show that we often attach meaning to even the most mundane practices. When things that we are used to are done differently, it could spark the strongest reactions in us. While many Continental Europeans and Latin Americans prefer to be addressed with a title, for example Mr or Ms and their surname when meeting someone in a business context for the first time, Americans, and increasingly the British, now tend to prefer using their first names. The best thing to do is to listen and observe how your conversation partner addresses you and, if you are still unsure, do not be afraid to ask them how they would like to be addressed.


A famous Russian proverb states that 'a smile without reason is a sign of idiocy' and a so-called 'smile of respect' is seen as insincere and often regarded with suspicion in Russia. Yet in countries like the United States, Australia and Britain, smiling is often interpreted as a sign of openness, friendship and respect, and is frequently used to break the ice.

In a piece of research done on smiles across cultures, the researchers found that smiling individuals were considered more intelligent than non-smiling people in countries such as Germany, Switzerland, China and Malaysia. However, in countries like Russia, Japan, South Korea and Iran, pictures of smiling faces were rated as less intelligent than the non-smiling ones. Meanwhile, in countries like India, Argentina and the Maldives, smiling was associated with dishonesty.

Eye contact

An American or British person might be looking their client in the eye to show that they are paying full attention to what is being said, but if that client is from Japan or Korea, they might find the direct eye contact awkward or even disrespectful. In parts of South America and Africa, prolonged eye contact could also be seen as challenging authority. In the Middle East, eye contact across genders is considered inappropriate, although eye contact within a gender could signify honesty and truthfulness.

Having an increased awareness of the possible differences in expectations and behaviour can help us avoid cases of miscommunication, but it is vital that we also remember that cultural stereotypes can be detrimental to building good business relationships. Although national cultures could play a part in shaping the way we behave and think, we are also largely influenced by the region we come from, the communities we associate with, our age and gender, our corporate culture and our individual experiences of the world. The knowledge of the potential differences should therefore be something we keep at the back of our minds, rather than something that we use to pigeonhole the individuals of an entire nation.



Language level

Advanced: C1


Well, to be honest, I don't have much experience here. Once I worked with a Swedish guy - he was my director - but I don't think I could judge all Swedish people by him because he was an alcoholic. Sad story.
But I worked in the past and work now in a Chinese company so I have some images about our cultural difference. It's not much but I have to admit sometimes it's hard to cope with my co-workers. I think, them too ))
The most irritating thing in my colleagues is that in the Chinese company there must be someone who they blame when something goes wrong. I mean, if it someone's mistake - it's good to inform ones about that. But, at times there is no one's fault - just things went that way. In my country, we most likely discuss the situation to understand how we should act in the future. But in Chinese firm all starts from finding a fall guy.
It's hard to get adjusted to that.

I found in many people here in my country and in other countries of the world, that they show many racist attitudes, as if they were a superior class of humans, because of the color of the skin, kind of face, languages, money earned, etc.

I think that here in Latin America is unpolite and it seems rude when you are meeting someone and most in the environment of business and you are serious and don't smile. The smile is a sign of friendship and good vibes.

Actually, I have a problem with Eye contact cause I don't like people to stare at me for a long time. I have already experienced that situation before, I had an interview and the interviewer kept looking into my eyes the whole time, it was embarrassing to me, but later I've known it's vital to keep your eye contact during a presentation, interview, and public speaking to get the attention and confidence of your audience or clients.

Generally speaking, I would say that we the Mexicans (and most Latin American countries) are used to doing business in an atmosphere of friendship and informality. We like our peers to feel welcome by using first names, in an environment of mutual respect.

Unfortunately, I have not traveled to another country and I do not know much about their culture.

Hello Peter,
Would you please explain me why in task 2 , the last answer was "false ". What I understood from the text that the writer was recommdending to keep cultural differences in our minds when doing international business

6. The writer recommends keeping possible cultural differences in the forefront of our minds when doing business with people from different cultures. False

Thank you for your feedback

Hello yokh,

The writer warns against being too conscious of cultural differences, suggesting that these can cause problems. In fact, rather than keeping differences in the forefront of our minds, the writer says:

...knowledge of the potential differences should therefore be something we keep at the back of our minds.



The LearnEnglish Team

I am really fascinated by foreigners' way of behaviour, how they are polite all the time and at any situation. As I was grown up in a Russian speaking country most people here are more reserved and modest to express their gratitude or any feelings. And sometimes British or Americans politeness and smiling faces might confuse me. However, nowadays things are getting better as we are communicating and learning from each other all over the world!

I find it rude when people stare at you, in my opinion, it's disrespectful and uncomfortable.