International Business Culture: Corporate Etiquette Around the World

Any business with an eye for global expansion knows just how important it is to understand international business culture. Companies big and small benefit from cross-border relationship building, opening your company up to new marketplaces, suppliers, and innovations.

But poor business etiquette can kill even the most promising prospect, and differences in culture and customs can make international business relations a minefield of embarrassment. With our corporate etiquette tips, you’ll be well on your way to forging new connections and growing your business.

What is the definition of business etiquette?

Business etiquette refers to using polite manners in a business-related setting. Generally, this means arriving to meetings ready to perform, responding to messages in a timely manner, and listening to others when they’re speaking.

When applied to the world of travel, business or corporate etiquette also means adjusting your behaviour to suit the local norms. You must dress and communicate according to each country or region’s customs as a business traveller.  

What is poor business etiquette?

Certain behaviours are usually considered poor form, no matter the country. Whether it’s interrupting others or gossiping about colleagues, these activities will make you look unprofessional at best, and rude at worst. Here are a few more examples of poor business etiquette:

• Playing games on your phone during meetings
• Showing up consistently late to events (when everyone else is on time)
• Failing to introduce colleagues
• Not responding to emails and phone calls

Is business etiquette a skill?

Yes, corporate etiquette is considered a soft skill. Every company has its own unique culture and expectations, which employees learn to adapt to. General business etiquette is also something that’s learned and developed throughout your career. You can learn to memorise names and facts about people to foster polite connections and small talk.

Business etiquette goes hand in hand with other soft skills like time management, nonverbal communication, and workplace organisation.

Why is intercultural business etiquette necessary?

From greetings to meetings, good manners in one country could be considered rude in the next. Brushing up on the local etiquette and customs before a meeting puts you in a better position to seal the deal and represent your company.

And remember, you don’t have long to make that all-important good first impression. While it’s often claimed that you only have seven seconds, Princeton psychologists found that judgment is formed within a tenth of a second – so don’t ruin it with an ill-timed handshake.

Corporate etiquette, country by country

Learning about your destination’s customs before visiting shows that you’re a respectful, interested business traveller. Business etiquette in Korea will be quite different from business culture in France, so here’s a breakdown of the dos and don’ts for frequently visited countries.

Chinese business etiquette

• Punctuality is very important in China, so always arrive on time for meetings.
• In China, people don’t generally jump immediately into the conversation. Instead, informal procedures such as small talk, introductions, and a tea round is preferred in order to set a good tone to the relationship.
• Chinese business etiquette dictates that attendees enter the room in hierarchical order. The most senior-ranking person will enter first, with the others following.
• Follow a traditional, conservative dress code wearing neutral colours.
• Frowning is a sign of nonverbal disagreement, so keep your expression neutral.
• Don’t initiate a handshake – wait for one to be offered.
• When addressing Chinese people, address the eldest or most senior person first. Also, address people that you are meeting for the first time with their honorific title and family name.

Japan business etiquette: should Westerners bow in Japan?

• Bowing is still a traditional and popular greeting in Japan. As in China, you might also shake hands to begin a meeting, but always let the Japanese person initiate it.
• Giving gifts is common business protocol in Japan. Gifts should be wrapped and presented to the recipient with both hands.
• Age and ranking are important in meetings. Japan business etiquette dictates that senior members should speak first. In addition, business protocol in Japan dictates that senior executives should never be seated across from junior employees.

Business etiquette in Korea

• As with other Asian countries, business cards are common and should be presented to colleagues with both of your hands.
• Punctuality is a sign of respect, so turning up even a minute late is interpreted as a lack of interest. It’s best to arrive 10 or 15 minutes early.
• Hierarchy is an important part of business etiquette in Korea, as is a respect for authority. Greet the highest-ranking person in the room first and let senior colleagues lead the discussion.
• Greetings include a handshake and bow, with the depth of the bow corresponding to a colleague’s seniority.
• If the meeting has gone well, you can expect to go out for a meal after a business dinner. Hierarchy still applies at dinner or business drinks. Let the most senior person start eating or drinking first.

Business culture in the UK

• Pepper your conversation with polite greetings including please and thank you. Generally speaking, small talk before a meeting is encouraged in the UK.
• Meetings begin on time, and it’s expected to message if you’re going to be late.
• Business culture in the UK focuses on preparation, so come with the data to back up your claims.
• British humour involves light self-deprecation to create a relaxed atmosphere, but don’t go overboard with the self-mockery or you’ll look less confident.

Business culture in the US

• Americans prefer an informal, friendly atmosphere with light-hearted conversation, strong eye contact and a smile.
• Communicating on a first-name basis is a sign of respect. However, refer to a colleague by their title and surname until you’ve been directed to switch to their first name (which shouldn’t take long).
• In business culture in the US, time is money. You can expect to get quickly to the point with direct communications.
• Punctuality varies by region, but it’s generally best to show up on time or even a little early for meetings.

Business culture in France

• It’s considered rude to drop in on someone unannounced, so always make an appointment – even for social occasions.
• Use formal language at first, addressing colleagues with ‘Monsieur’ and ‘Madame.’
• Style is an important part of the business culture in France, so take care with your clothing and grooming. While some industries are more traditional than others, you’ll need to look polished for meetings and events.
• While you should still show up on time for meetings as a visitor, your French colleagues may have a more relaxed attitude to punctuality. It’s also common for senior-level employees to stay late at the office.

Business etiquette in Germany

• Germans are famously direct, so you can expect to get straight to the point during business events. Meetings will be well-structured and start right on time. Also, ensure that you have a pre-prepared agenda for the meeting.
• In Germany, small talk is not mandatory before the meeting.
• German business etiquette requires a firm handshake, both when entering and existing the event.
• Address colleagues formally with their title and surname, including ‘Herr’ and ‘Frau,’ along with their surname.

Business culture in India

• Dress traditionally in formal clothing for meetings and bring a business card.
• It’s considered rude to use the world ‘no’ during negotiations. Instead, you should avoid direct refusals and use phrases like ‘possibly’ to be polite.
• Dining together is part of the business culture in India. If a business colleague offers you a meal, it’s good business etiquette to accept the invitation. Refusal could weaken your working relationship.
• When dining together, follow the lead before ordering. If everyone else is ordering vegetarian meals, you should too out of respect. It’s also important to only use the right hand when eating.

Saudi business etiquette

• Expect to spend time building trust with business partners. Saudis don’t like to rush into any contract or agreement, so you will need to build a good working relationship first. As such, avoid rushing colleagues or coming across as too pushy.
• Meetings involve multiple rounds of polite small talk before getting down to business and tend to be less structured than in Western countries.
• Hospitality is very important. If a colleague offers refreshments, such as tea, coffee, and sweets, you should always accept the first round.
• While direct eye contact between men is good Saudi business etiquette, direct eye contact between men and women is seen as disrespectful.
• Female business travellers may need to be accompanied by a male partner to public meetings and should dress modestly.
• Take care when crossing your legs to never show the soles of your feet.

The bottom line: how to avoid intercultural miscommunication

If your job involves a high level of business travel, you may find yourself not only transitioning between time zones but also navigating a host of different cultures and customs.

Learning the corporate etiquette in each region takes time and skill, but you can arm yourself with research before your journey to avoid intercultural miscommunication. This is a case where it’s not enough to just trust your gut, you’ll need to put some work into learning, reading books and eBooks, and observing the host culture. Don’t be afraid to ask clarifying questions if you don’t understand something during an interaction.

From your end, international business culture means it’s also a good idea to extend a little grace to overseas partners. If a colleague from another culture comes across as abrupt or even rude, it’s best to assume good intentions to maintain a solid working relationship.

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