In today’s interconnected business world, professionals engage daily with colleagues and clients across borders, representing a wide range of cultural backgrounds. These daily intercultural interactions are made easier by technology, and whether it’s through a Zoom call or in person, it is important to understand that often, success in the global workplace is measured by the ability to know and apply intercultural etiquette.
Global business is built on relationships, and relationships are built on respect. By learning intercultural etiquette, professionals can build trust across borders, avoid misunderstandings, and, more importantly, show respect for others’ cultural background.
First things first, doing research on the country one is conducting business with is of the highest importance. Next, understanding the basics, like greetings and introductions, is also important because it sets the tone for the whole interaction.
Greetings
For example, the way people greet each other is different across cultures. For example, in Japan and some other countries in Asia, people bow as a sign of respect, in the United States, a firm handshake conveys confidence, and in Spain, one kiss on each cheek is the usual way to say hello. And if you think two kisses is too much, some countries like Austria give three kisses on the cheeks, even in professional settings.
The best way to go is to observe your counterparts and mirror their approach, and when in doubt, start with a polite verbal greeting and handshake, as this is generally acceptable in most business contexts.
Communication Styles
Another key aspect that varies across cultures is communication style. Some cultures are more direct than others. For instance, professionals in India, Japan, and much of Latin America often use indirect wording and nonverbal cues to preserve harmony and avoid confrontation. In contrast, professionals in Switzerland or Germany tend to be more straightforward and explicit in their communication. These differences can cause culture shock if you’re not familiar with them.
However, being aware of these styles can help you better interpret what’s truly being said in a business conversation. A hesitant “maybe” in one culture could actually mean “no,” while a very direct “no” in another is not meant to offend but simply to be clear. Adapting your own approach, being concise with direct communicators and more tactful with indirect ones, demonstrates cultural sensitivity and builds stronger professional relationships.
Time
Time is another aspect that is viewed differently in each culture. If not understood, these different perspectives on time can cause friction or trouble within business contexts. In countries like Austria, Switzerland, and Japan, punctuality is non-negotiable and being even a few minutes late can be seen as rude and unprofessional. In contrast, in countries like Mexico, Brazil, and many other Middle Eastern nations, time is viewed with more flexibility and meetings may not start or end exactly as scheduled.
In global business, it’s wise to research local norms around time while leaning on the side of punctuality. This approach helps you navigate different expectations with ease. If delays are unavoidable, sending a quick message in advance demonstrates professionalism in any culture.
Dining Etiquette
Dining etiquette across cultures is also very important to understand, as business meals are often where trust and rapport are built. Table manners vary significantly across the world. For example, in India, it is customary to eat with your right hand, while in Chile, it is frowned upon to eat with your hands. In Japan, slurping your noodles is a sign of enjoyment, not bad manners, while in most Western cultures, making loud noises when eating is considered rude and impolite. The best way to go when invited to a meal abroad is to observe your host’s behavior and follow their lead.
Hierarchy
Respecting hierarchy is another key element of intercultural etiquette. In countries like South Korea, India, or Mexico, using formal titles and showing deference to senior leaders is expected. In contrast, in places like the Netherlands, Australia, or the U.S., a first-name basis may be encouraged even with high-level executives. When in doubt, use formal titles until invited to do otherwise. This demonstrates respect and avoids unintentionally offending someone.
To succeed in international etiquette doesn’t mean that you need to memorize every rule from every country. It is about developing cultural intelligence and focusing on being respectful of other cultures and adaptable in new situations. Professionals who show awareness of global etiquette build stronger and more respectful relationships that lead to long-term success. Intercultural etiquette is about building trust to be able to have respectful collaborations across cultures.
Ready to start your intercultural journey? Reach out to our consultants.
