Adamczyk, Marzena

Article
The importance of cultural differences in international
business

The Central European Review of Economics and Management (CEREM)

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WSB University in Wrocław

Suggested Citation: Adamczyk, Marzena (2017) : The importance of cultural differences

in international business, The Central European Review of Economics and Management
(CEREM), ISSN 2544-0365, WSB University in Wrocław, Wrocław, Vol. 1, Iss. 2, pp. 151-170,
https://doi.org/10.29015/cerem.335

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CENTRAL EUROPEAN REVIEW
OF ECONOMICS AND MANAGEMENT

ISSN 2543-9472; eISSN 2544-0365

www.cerem-review.eu
Vol. 1, No. 2, 151-170, June 2017 www.ojs.wsb.wroclaw.pl

The importance of cultural differences in

international business
Marzena ADAMCZYK
WSB University in Wrocław, Poland

Abstract:

Aim: The aim of this study is to systematize the knowledge on the characteristics and classification of
cultures, which will allow national representatives to be assigned to their respective types of cultures,
and to present the characteristics of selected countries in some business areas.

Design / Research Method: The applied research method is the analysis of the literature in the field of
cross-cultural determinants of business and the description of the findings observed and analyzed in the
process of deductive conclusions.

Conclusions / findings: The main conclusion of the research is confirming the view that cultural
differences in today's global economy can significantly affect the business in an international context. In
order to eliminate or actually to minimize the cultural factor of entrepreneurs, those operating on the
international market should diagnose the culture of the country with which they will enter into business
relationships and they should develop strategies in different markets taking into account the diagnosis
made.

Originality / value of the paper: The paper is a voice in the scientific discussion on the impact of
cultural differences on international business; it can provide guidance and inspiration for entrepreneurs,
helping them to understand the complexity of the issue, and for students interested in cultural diversity
and its impact on business. The paper comprehensively connects the characteristics of national cultures
with different areas of international business and shows the relationship and complexity of the issue.
Such a presentation of the problem shows how important it is to know these differences for proper
management of the company.

Implications of the research: This paper focuses on the overall functioning of the company on the
international market and discusses the cultural differences associated with the negotiation process. It
may be the beginning of further research related to cross-cultural communication and management of
transnational corporations and international marketing.

Keywords: Culture, cultural differences, international business, intercultural communication,

intercultural competence
JEL: F23, M14, Z10

E-mail: [email protected]
Received: 11-10-2014, Revised: 20-03-2017, Accepted: 04-04-2017
© 2017 WSB UNIVERSITY IN WROCŁAW
 Małgorzata ADAMCZYK

1. Introduction

The transformations in the world’s economy, whose start dates back to the
middle of the twentieth century, have forced enterprises to expand their activities
and management by adding the international dimension. This development has been
followed by a greater openness of national economies and trade liberalization, which
has led to the emergence of foreign and international companies on a number of
internal markets. A vast majority of enterprises operates in the international
environment, where the cultural factor is of tremendous importance, exerting a
major influence on the success of transactions and maintenance of good relations
between counterparties or employees of different cultural background employed in
one enterprise (see Kendlik 2009; Ball, McCulloch 1999; Brdulak, Brdulak 2000).
Cultural differences can become a particular barrier in the business
communication (see Nowakowski 2005; Hofstede 2000). Therefore it is crucial for
business managers, lower rank employees, as well as representatives of smaller
companies who engage with foreign countries to become familiar with different
cultures in order to eliminate this barrier. In the literature, it is often highlighted that
those people are not sufficiently prepared to work on culturally diverse markets and
to communicate with people of other cultures (see Hofstede 2000; Matsumoto,
Juang 2004; Bartosik-Purgat 2006; Gesteland 2000).
The identification and understanding of cultural differences is one of the most
significant skills of the world’s economy in our times, indispensable for gaining
competitive advantage on the global market (see Nowakowski 2005; Bartosik-
Purgat 2006).
Culture influences numerous aspects of the international business
communication, not only such as business relations, negotiations, international
management, but also marketing communication strategies, decisions concerned
with the brand or consumer behaviors (see Nowakowski 2005; Bartosik-Purgat
2006; Matsumoto, Juang 2004; Budzanowska-Drzewiecka et al. 2016).
The aim of this paper is to characterize and classify cultures, thus allowing the
representatives of particular countries to be assigned to their relevant types of

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THE IMPORTANCE OF CULTURAL DIFFERENCES IN INTERNATIONAL BUSINESS

cultures, and to present features characteristic for some nations in certain business
areas which can be of use particularly during negotiations.
The paper is comprised of three parts. The first part outlines the concept of
international business, the second one the concept of culture and diverse types of
cultures. The third part shows the international issues relating to business operations
in selected countries.

2. International business – its essence and entities

The notion of international business is defined as a business activity that extends

beyond other countries or which is conducted across national borders (Nowakowski
2005: 17). Taking into consideration the cultural aspect, international business
encompasses transactions concluded and realized across national and cultural
borders in order to meet the needs of individual consumers and organizations (Ball,
McCulloch 1999: 9).
International business entities encompass international enterprises (in particular,
transnational corporations (TNCs)) and domestic enterprises engaging in
international relations. We should draw attention to the fact that behind those
entities are people working in those enterprises, and it is precisely them who are the
most important factor, having to make the effort to understand the cultural
differences so as to become capable of communicating skillfully with other cultures.
International business is also depicted as an area where several disciplines are
combined: international management, international logistics, international
marketing, international trade and finances. These disciplines partly overlap and
partly complement one another (Nowakowski 2005: 19).
The area of international business is thus very wide and so the managers must
have a very extensive knowledge on all of the disciplines mentioned. Moreover, the
issue of cultural differences is present in each of those areas. Nowadays, enterprises
seeking to be successful and win competitive advantage on the global market also, if
indeed not most crucially, have to take into account this aspect.

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One of the aspects of globalization and international business is a cross-cultural

contact understood as a meeting between individuals from different cultures, having
different traditions and hierarchies of value, who act as salesmen and consumers,
negotiators, superiors and subordinates, coworkers, project or task group
participants. In this context two concepts appear significant: international
competences and communication (Budzanowska-Drzewiecka et al. 2016: 28-29).
The cross-cultural competences could be seen as a set of three components linked to
each other (Spitzberg, Changnon 2009: 7-8): ability to understand members of other
cultures, ability to work with others, ability to stay in the world of intensive cross-
cultural contact.
Cross-cultural communication, on the other hand, is a social process unfolding
between the participants of the cross-cultural contact. The essence of this process is
to create communications pertaining to people, phenomena and situations using
different codes.
There are many barriers in the cross-cultural communication. The most likely to
be mentioned include (Kendlik 2009: 12): time (in terms of punctuality and length
of time devoted to talks), language, currency, political system and the governing law
in a particular country, choosing the place for negotiations, choosing negotiators,
differing ideology. cultural differences, different mentality.
Today’s world of international business requires that companies and their
workforce should acquire and improve occupational and intercultural competences
(Matsumoto, Juang 2004: 552). In order to acquire the latter ones, the intercultural
communication needs to improve.

3. Culture – definition and types

The term „culture” is used in a variety of meanings in everyday life and in

common language. In the literature, it was first defined by E.B Taylor as “that
complex whole which includes knowledge, beliefs, arts, morals, law, custom and
any other capabilities and habits acquired by a human as a member of society”
(Kroeber 2002: 152).

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THE IMPORTANCE OF CULTURAL DIFFERENCES IN INTERNATIONAL BUSINESS

Culture refers to the range of different aspects of life which were outlined by
Murdock, Ford and Hudson and ordered by Barry. We can distinguish 8 categories
(Matsumoto, Juang 2007: 22): general characteristics, food and attire, housing
conditions and technology, economy and transport, local community and
government, social care, religion, science, sex and life cycle.
Culture is all the achievements of a particular society which are transmitted
from one generation to the next. This includes a set of rules, concepts, terms
defining specific behaviors. The characteristic features of the concept of culture are
the following (Matsumoto, Juang 2007: 26-27): dynamic nature – culture changes
over time, it evolves; it refers to the system of rules, behaviors, values and attitudes,
which are present in the minds of all the people living within a particular culture; it
refers to both an individual and a group; its aim is the group’s survival; it is
accepted, to a varying (not uniformly) degree, by individuals within a group; it is
passed on from one generation to the next – thus it has a relatively enduring nature.
Hofstede distinguished the elements which are responsible for the cultural
differences existing among societies. He illustrated them using an “onion” diagram,
which consists, starting with the outer side, of symbols (language, gestures, signs
having a meaning for the entire society), heroes (figures to emulate, valued by a
particular culture), rituals (showing respect to others, ways of greetings, religious
ceremonies), values (ability to define what is good and what is bad) (Hofstede 2000:
43).
A layer-like structure of culture was also demonstrated by Hampden-Turner and
Trompenaars. They distinguished three layers. The first one is the visible layer, also
referred to as the outer layer, which can comprise such elements as language of a
particular community, buildings, cuisine, monuments, the way of dressing and art.
The second layer is the middle layer covering norms and values respected by a
particular community. The last layer is the core referring to the basic existential
assumptions (Trompenaars, Hampden-Turner 2002: 21).
Hofstede further notes that people learn culture, get to know its values and
behaviors acceptable in the particular culture in the first 10 up to 20 years of their
lives. At that time they draw on the knowledge of their parents, grandparents,
teachers, social group, and while approaching the end of this period, they start to

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move gradually on to another way of conscious learning, focusing mainly on new

practices (Hofstede, Hofstede, Minkov 2010: 9-10).
Every culture and every nation has its characteristic behaviors in the
communication process, be it during negotiations or any other situations, as well as
specific values to refer to. Therefore, culture is perceived as a peculiar impediment
in conducting negotiations and concluding international transactions. When
negotiators come from different cultural backgrounds, the risk of negotiation failure
increases significantly, which is due to mistakenly understood words, actions or
gestures. It is therefore crucial while preparing for talks with a foreign counterpart to
familiarize in the best way possible with his/her country’s culture and culture
classification models based on cultural orientations (Table 1).

Table 1. Selected cultural orientations

Authors Classification criteria Cultural orientation
F. Attitude towards an individual Individualism/communitarism
Trompenaars, and group Neutral/emotional
Ch. Hampden- Manner of behavior Achievement/ascription
Turner Manner in which social status is time perspective – future/present time/past
accorded oriented
Attitude towards time Sequential orientation (linear
culture)/synchronic orientation (non-linear
culture)
K. Kluckhohn Relationship with time Orientation towards future/the present/past
F.L.
Strodtbeck
E.T. Hall Relationship with time Monochronic/polychronic
Context Low context/high context
Space Intimate/personal/communal/public
R.R. Gesteland Manner of behavior
Attitude towards time Expressive/reserved
Attitude towards etiquette,
hierarchy and expressing respect Formal/informal
Attitudes toward strangers Transaction-oriented/relationship-oriented
Monochronic/polychronic
G. Hofstede Attitude towards an individual Individualism/collectivism
and group Power distance (low – high)
Attitude towards hierarchy Uncertainty avoidance (low-high)
Attitude towards new situations Short-term/long-term
Goal oriented
Source: Bartosik-Purgat (2006: 30).
The many types of culture can be distinguished based on different criteria. The
tables below demonstrate those types together with their locations, that is, the

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countries where they are present within a particular culture. A different

understanding of a transaction and diverse attitudes towards business can be
observed depending on the culture within which people function. Americans,
Europeans or Asians behave differently; however, belonging to one continent does
not in itself determine all the cultural characteristics. Within one continent, there
may exist significant differences between individual countries.

Table 2. Culture classification according to the attitude towards relations and

business
Type of culture Characteristics Countries within a given culture
Transaction- They concentrate on achieving the Scandinavian, Germanic nations, USA,
oriented cultures goal, paying little attention to the Canada, Australia and New Zealand
relations with their partners.
Moderately trans Their priorities include transaction, The UK, South Africa, Romance
action-oriented business profit, achievement of the countries in Europe, Central and East
cultures goal set. European countries, Chile, southern
Brazil, northern Mexico, Hong Kong
Relationship- People with a relationship-oriented
oriented cultures attitude pay considerable attention to
the manner in which mutual contacts
are maintained.
Transaction takes second place. The entire Arab world, most of African
The highest emphasis is put on countries, Latin American and Asian
maintaining good human relations. countries
What counts are recommendations and
connections.
Source: Author’s own study based on: Gesteland (2000: 46) and Bartosik-Purgat (2006: 138-139).
In terms of the attitudes towards relations and business, we can distinguish
transaction-oriented and relationship-oriented cultures (see Table 2). In transaction-
oriented cultures, the most important objective is to conclude transaction, gain profit
while paying little or no attention to the relation with the trading partner. We
observe a reverse situation in relationship-oriented cultures, where to establish and
maintain good relations between people is paramount, with the transaction itself
taking the second place.
In terms of the attitudes towards etiquette, hierarchy and expressing respect, we
encounter formal and informal cultures (see Table 3). Formal cultures are
characterized by great adherence to hierarchy, respect for the elders and those in
high positions, while informal cultures treat people equally, whatever their position.

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Table 3. Classification of cultures according to the attitude towards etiquette,

hierarchy and expressing respect
Type of culture Characteristics Countries within a given culture
Informal cultures Egalitarian attitude, not paying much
attention to social hierarchy.
Low power distance.
Small differences in social status.
People are equal regardless of the
position they occupy. Australia, New Zealand, USA,
Money is seen as the way to freedom. Canada, Scandinavian countries, the
Superiors are considered to be older Netherlands
colleagues.
Formal cultures Underscoring the importance of
social-occupational status and thus
applying rules. The majority of European and Asian
It is based on clear hierarchies. countries, Mediterranean countries, the
High power distance. Arab world, Latin America
Great respect towards the elderly, the
more experienced.
Source: Author’s own study based on: Gesteland (2000: 46) and Bartosik-Purgat (2006: 155-157).

Table 4. Classification of cultures by the manner of behavior

Type of culture Characteristics Countries within a given culture
Reserved cultures Quiet and calm manner of speaking.
They avoid a close contact, they do
not accept being touched.
Eye contact is moderate or not even a countries of South Asia and South-East
direct one (fleeting). Asia, Nordic and other Germanic
They keep large spatial distance countries of Europe
between interlocutors.
They do not reveal their emotions.
Expressive They show their emotions and
cultures affections using a wide range of
elements of nonverbal
communication. Romance European countries, other
They keep small spatial distance Mediterranean countries, Latin
between interlocutors. American countries
Being touched is broadly accepted.
Intense eye contact.
Speaking in a loud tone, being highly
expressive.
Cultures with a They are between the reserved and USA, Canada, Australia, New Zealand,
varying degree of expressive cultures. Eastern European countries, South-Asia
expression They evince less intense versions of countries, African countries, Poland
these characteristics.
Source: Author’s own study based on: Bartosik-Purgat (2006: 93-106).

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From the point of view of the manner in which people behave, we distinguish
reserved and expressive cultures (see Table 4). In the countries with expressive
culture people show their emotions and feelings, using a range of nonverbal means,
while in the countries with reserved culture, emotions and feelings are not shown.
In terms of the attitude towards time we can distinguish monochronic and
polychronic cultures (see Table 5). Representatives of polychronic cultures perceive
time as a renewable resource (e.g. they are not in a hurry), while representatives of
monochronic cultures perceive time as one of the most important resources, putting
much emphasis on punctuality and schedule.

Table 5. Classification of cultures by their attitude towards time

Type of culture Characteristics Countries within a given culture
Monochronic Negotiators from monochronic cultures Nordic and other Germanic European
cultures view time as linear and as one of the countries, North American countries,
most essential non-renewable resources. Japan
Emphasis is put on punctuality,
Moderately accuracy, drawing up plans and
monochronic consistent compliance with them.
cultures Schedules are used to coordinate
activities. Australia, New Zealand, Russia and
Work and private life are clearly most of Eastern European countries,
separated. South-European countries, Singapore,
Breaks and personal time are sacred Hong Kong, Taiwan, China, South
Korea, South Africa
Polychronic Representatives of monochronic
cultures cultures view time as renewable the Arab world, most of African
resource which passes in multi-faceted countries, Latin American countries,
way, sometimes it is cyclic. the countries of South Asia and South-
Meeting time is flexible, less emphasis East Asia
is put on punctuality, timeliness.
The time of negotiation commencement
may be postponed even a few hours.
People often depart from the main topic
of the conversation.
People do not hurry and one should not
rush them.
Source Author’s own study based on: Gesteland (2000: 46) and Bartosik-Purgat (2006: 141-143).

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4. Cross-cultural issues relating to conducting business in selected countries

Depending on the cultural background people come from, they can react
differently to different situations, they may perceive business in a variety of ways,
and differ in their approach to time, deadlines, emotions, etc.. They can also espouse
diverse attitudes towards others owing to hierarchy. Some behaviors of people from
different countries are outlined below, representing diverse cultural backgrounds in
typical negotiation situations or in communication.

4.1 Counterparties from Asian countries

The Asian manner of negotiations is characterized by cultural and religious
complexity, and adherence to tradition. The key to success is patience. At every
stage of the negotiation process the consent of the entire group is required
(collectivism). This is a reserved culture, relationship-oriented, polychronic and
formal. In conducting negotiations with Asians, “saving face” is extremely
important, which means showing respect, and not undermining the negotiator’s
authority. Relations between parties, good interpersonal relationships are paramount.
Asians are reserved in showing their feelings and emotions, they are not too keen on
keeping eye contact. Politeness, formality, and following the protocol are important
(Podobas 2011: 68-69).
In China, the most important thing to bear in mind is harmony– in this country
everything has its place and one mustn’t introduce any distortions or conflicts
(Kendlik 2009: 53). The country has a system of protocol relations establishing
gestures which correspond to every age, gender, social status and specific situation
(Brdulak 2000: 175).
Greeting is governed by specific rules, which are as follows (Podobas 2011: 69-
73). A slight bow and a slow nod of the head. The oldest or the most important
person in the group is greeted first. Handshakes are also common, but one has to
wait for their Chinese counterpart to initiate it first. Titles are important for them –
the more well-known the company or person with titles, the better partner for
business talks. While greeting, the ritual of handing out business cards is essential –
one needs to have many business cards, for they are presented to everybody; the best

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if they are two-sided, with one side printed in Chinese and the other in English; the
highest prestige enjoys Chinese text printed in gold ink; the business card should be
offered using both hands and it should be received in the likewise manner,
accompanied by a slight bow; one should read the business card attentively, and the
best is to hold it in front all the time; one should not put it away.
Business meetings are characterized by the following (Kendlik 2009: 53-57).
The Chinese never negotiate single-handedly, but only in groups, therefore one
should also come to a meeting in a group. The Chinese, before getting down to
business, want to get to know their business partner. They meet up several times
their counterparts for meals, trips or meetings and only later move on to business
talks. They conduct businesses based on establishing friendly relations with their
counterparts based on acquaintances (gaunxi). They enjoy bargaining. One has to be
patient and persevering. If they sign an agreement, then it is binding, yet they tend to
keep on renegotiating it, even in trivial matters.
Another Asian country which has in recent years become an international
financial and trading center is Hong Kong. Greeting in Hong Kong looks as follows
(Sabath 2002: 112). A handshake and a small nod of the head. The oldest person is
to be greeted first, giving him/her a slight bow. If the person’s title is known, the
person should be addressed by this title. In presenting your business card using both
hands, we should ensure that one side contains the Chinese translation.
Punctuality is highly valued in this country. It is considered to be fine manners
to keep appropriate distance from your interlocutor (two steps) and keeping your
feet down on the floor – one does not show the soles of one’s shoes (this is viewed
as rude).
The Chinese in Hong Kong are polite, courteous and very composed, keeping
distance, not easily giving in to emotions. They pay huge attention to proper attire –
for business talks they always wear suits and they require the same from their
counterparts (Brdulak 2000: 176).
Japan is yet another Asian country with similar customs to those of the other
two countries; nevertheless, it has its own specific cultural characteristics. In this
country, a particular attention should be given to greeting. The Japanese greet by
bowing. The more important the person, the deeper the bow. If we do not know what

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their position is, it is better to bow slightly deeper than our counterparts. A lower-
rank person bows first to the person with a higher rank. Japanese businessmen can
behave in two ways: they either shake hands while at the same time bowing, or first
they bow and then shake hands. While greeting we do not look people in the eye, for
this denotes lack of respect. If we want to honor somebody, we should lower our
eyes while greeting.
Business cards, just like in all other Asian countries, play a significant role. One
should bear in mind a few important rules. We should always carry business cards
and exchange them with everyone we meet. One side of the business card should be
in English, the other in Japanese. While presenting your business card, make sure
that the writing faces the person the card is being presented to, so he/she can read it.
The business card should be presented using both hands. After being presented with
a business card from a Japanese, we should look at it carefully, we should not put it
away, but instead we should place it on the table in front of us. We mustn’t put the
business card into the wallet or pocket, but only in a business card holder.
Conversation topics with the Japanese can cover food, sports, Japan and other
places which the interlocutor visited. One should eschew talking about one’s career,
the Second World War, prices and personal life. The Japanese believe that “silence
is gold”, which for them means peace.
Punctuality must be observed. Unlike in other Asian countries, time is very
precious in the Japanese culture.
Social meetings are important for concluding deals with the Japanese. The goal
of such meetings is to build friendships. One should be prepared for a long meal.
Being invited to a Japanese home should be considered an honor. Shoes must be
taken off at the front door. The food is eaten using chopsticks. Good manners
require putting chopsticks on the chopstick rest when not in use, and not in the food.
The ritual of drinking tea is important in Japan, which consists in serving and
drinking green tea, but also in admiring the room in which one is staying, adjacent
garden, cutlery and serving tea utensils, as well as the interior decoration (Podobas
2011: 74-78)
For American and European negotiators, the language barrier is the cause of
many difficulties, and particularly the wide-spread usage of the word “yes”, which

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does not imply agreement, but merely the fact that a Japanese person has listened
and understood. Moreover, one should bear in mind that the Japanese actually never
refuse so as not to offend their business partner. Refusal is usually shown by a
gesture (right hand movement) or by drawing a breath through one’s teeth saying
sah, which in itself does not mean anything (Brdulak 2000: 181)

4.2 American counterparties

The country which is most frequently described in great detail in the literature is
the United States of America, being one of the largest economies in the world, with
this country’s companies making businesses virtually with every other country and
marking their presence on most foreign markets. The American culture is
completely different from that discussed above. This is a culture which is
transaction-oriented, monochronic, with a varying degree of expression and
informal.
Greeting among Americans looks as follows (Jarczyński 2010: 25). A
handshake which is firm, strong and vigorous. The greeting should be accompanied
by eye contact, otherwise we will be considered insincere/double-faced. One of the
most common greetings will be “How are you”, to which we reply – regardless of
how we actually feel – “Fine, thanks”. Even if things are bad, we refrain from
talking about it, otherwise we will commit a faux pas. Americans like most to
address their counterparts by their first name.
Regarding business meetings, Americans like quick negotiations, they do not
prolong talks, following their motto “time is money”. While negotiating, they have a
sense of power, they are quick and consistent, and they always cooperate with
lawyers. Signing an agreement is paramount. They pay huge attention to schedules
and deadlines. They treat everybody equally, whatever their social status, age or
religion. Only individual achievements count. In business, they do not take liberties
with their counterparts, separating private life from that of business (Podobas 2000:
77-79).

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4.3 European counterparties

The European countries are much diverse culturally, with the Mediterranean
countries being different from those located in the north of Europe, and with the
countries from the central part of Europe differing from the rest, too. There are no
features characteristic for all the European countries, so each and every has to be
discussed separately. The following countries will be presented: France, Germany
and the UK – each located in a different part of Europe and each having a different
culture.
France represents the Mediterranean countries; its culture is expressive,
moderately transaction-oriented, formal and moderately monochronic. Greeting in
France has the following characteristic features (Sabath 2002: 111). We greet people
by shaking hands with everybody in the room. The French handshake is not too
vigorous. When greeting persons who have the tile of a professor or an engineer, we
need to use this title while greeting them. These titles are considered to manifest
one’s exceptional achievements. Many directors and managers should also be
addressed by their title. Women always shake hands first, while among men, the
person of a higher rank shakes hands first. Presenting business cards whose one side
is in French is welcomed.
A good conversation topic with the French is the place from where their
interlocutor comes, his/her interests, cuisine, culture of other countries and sport.
Conversation about prices, sources of income, wages and questions about families
should be avoided.
The French like to talk in their own language, therefore the best thing is to have
an interpreter while discussing business. Moreover, being familiar with French
expressions and making attempts at using them are welcomed (Kendlik 2009: 111).
In France, contacts are crucial; it is good to be introduced on the business stage
through some kind of institution, e.g. an embassy. The French style negotiations are
full of tricks and of putting on; the French care only about their own interests, if they
can take advantage of some oversight, they will do so.
Germany is the country with the strongest economy in Europe, and it is the main
trading partner for Poland. Polish companies doing business with German
companies should, therefore, familiarize especially with the German culture and its

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customs. Greeting in the German culture is relatively similar to that in Poland;

however, it is worth noting a few details (Sabath 2002: 118). When meeting a group
of people, we should greet and shake hands with everybody. Instead of presenting
your business card to a German client, it is better to attach it to the materials in the
file containing the offer. If such materials are not handed out at the meeting, the
business card is presented shortly before leaving. The handshake should be firm and
cordial. In southern Germany, and also in small towns, people who work in positions
requiring a higher education degree (lawyers, doctors, clergymen, etc.) are addressed
as Herr Doktor. When a woman is introduced, we say Frau (Mrs) or Fräulein
(Miss) and then her surname. When the woman works in the profession requiring a
higher education degree, she should be addressed as Frau (or Fräulein) Doktor.
Suitable topics for conversation encompass hobbies, football, places you visited
while in Germany, length of your stay in this country. One should avoid touching
upon subjects relating to the Second World War or personal questions. Punctuality is
one of the most important characteristics of the contacts with Germans.
Business meetings are characterized by the following elements (Podobas 2000:
96-97). Germans value a high organization of work and order. They are down to
earth, precise and responsible. They are perfectly prepared. They do not like to pay
compliments. They follow the chain of command. They do not tolerate failing
deadlines. They represent a rigid negotiation style. They are self-confident in
negotiations. They pay much attention to good manners. They refer to experts when
the situation calls for it. They value honesty and reliability. They use psychological
pressure. They rarely smile.
The United Kingdom is a country where the business culture is clearly
monochronic, reserved, moderately formal and transaction-oriented. Greeting is
similar to that in Poland; however, one should remember to keep distance of about
two steps. If the interlocutor has an honorary title, he/she needs to be addressed as
such – even among acquaintances. Punctuality is valued in the UK (Sabath 2002:
121).
Negotiations with the British have the following characteristics (Podobas 2000:
90-91):. During negotiations, they are competent, disciplined, attached to their
traditional etiquette. They are sincere and diplomatic. They check their

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counterparties very carefully. Their time is well organized. They value highly oral
arrangements. They appreciate fair play. They do not tolerate a lack of competence,
unreliability, aggressive behavior.

4.4 Counterparties from the Arab countries

Today the Middle East is comprised of the countries whose population is in
majority made up of Arabs. The group of Arab countries is made up of 22 countries.
Their culture is expressive, formal, relationship-oriented and polychronic.
Greeting among the Arab people are very effusive. It starts with Salam alejkum
(peace be upon you), then comes the handshake, followed by Kif halak (How are
you?). If you have met this person before, you may be kissed on both cheeks. An
Arab client may take your hand in his hands, thus implying: “It’s good to see you”.
Moreover, it should be noted that this refers only to men, for Arab women are lower
in the hierarchy and do not participate in negotiations.
Conversation can be about the country, the other person’s family (but never
about the Arab client’s wife, for that could be misunderstood as taking a more
personal interest in her), the countries your interlocutor visited, and the likes. Any
discussion on politics is to be avoided. One mustn’t talk about women’s social role
in Saudi Arabia. One should avoid making any critical remarks, even those which
seem entirely insignificant (Sabath 2002: 109).
Punctuality is valued on the part of counterparties, while Arabs themselves do
not observe timeliness and punctuality, affording little attention to that.
Bon ton poses particular demands in Arab countries (Podobas 2000: 85-86). If
you reach out for something or if you give something to an Arab, you should
remember to do it using your right hand. Using the left hand is forbidden, as the left
hand is considered to be impure. While in a sitting position, feet must be kept on the
floor. Showing one’s soles is frowned upon, being viewed as offensive. Arabs talk a
lot, they tend to repeat themselves, shout and gesture a lot. They keep a very small
distance between themselves and their interlocutors. They maintain a very intense
eye contact.

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While negotiating with Arabs one should keep in mind to avoid conducting
negotiations during Ramadan. The higher floor a company’s seat is located on, the
higher prestige it enjoys. The purpose of your visit should never be stated at the
start, this should be left altogether to your host. Negotiations with Arabs are a bit
similar to an open-market bargaining, and we need to remember that the first offer
made is always excessive, yet you should not undercut it and instead ask your
counterpart to reconsider it. Every arrangement made with Arabs should be recorded
in writing (Kendlik 2009: 122-123).
In order to reduce to minimum the number of mistakes committed while
contacting with people from other cultures, it is useful to remember a few important
guidelines (Guang, Trotter 2012: 6462). One should be sensitive and empathic
towards the representatives of other cultures in terms of business communication.
One needs to recognize, understand and respect another culture along with its
differences. One should remain neutral culturally – the otherness does not imply
anything better or worse. One should not assume that things which work in one
culture will do so in another. It is worth using knowledge and market insight or the
culture of local entrepreneurs.

5. Concluding remarks

The impact of cultural differences on international business is very frequently

not appreciated in the process of business management. Today’s economy is highly
globalized, trading has been much liberalized, with enterprises operating both on the
local and global market, having numerous links with entities from different
countries. In this context, knowledge of the culture of other countries is crucial for
successful business transactions. Knowing foreign languages is no longer sufficient,
and although the language barrier is one of the most difficult to overcome, one needs
to know customs, body language, values, symbols and other elements of culture.
As outlined in the paper, there are many types of cultures. Countries situated on
one continent have a number of common characteristics, yet even countries
neighboring with each other can be characterized by a different culture. A particular

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attention should be given to those cultures which differ significantly from our own,
for we may make many mistakes while meeting people coming from such cultures,
which will influence our business relations.
In establishing business relations with foreign enterprises, regardless of their
size, one should budget expenditures on the research on the business partner’s
culture. This will allow for gaining insight into cultural differences, existing
customs, shared values, gestures used, management styles, rules applicable in
marketing and other elements of culture (Guang, Trotter 2012: 6458). These
expenditures should be tailored to the size of an enterprise, its engagement in foreign
markets and the value of contracts concluded. The higher the involvement and value,
the more information an enterprise should gather. In such a situation, it is
worthwhile for an enterprise to create a foreign trade department which will collect
the necessary information on foreign markets. If an enterprise operates on a small
scale, then it is possible to use companies specialized in foreign trade as agents. This
will allow for the mistakes on the foreign market to be avoided and to reduce the
costs relating to servicing foreign trade. The choice of the method of operation on
the foreign market is a very important strategic area, and that is why it should be
preceded by appropriate analyses and calculations. This provides companies with a
better chance to be successful in business, to win a new market or gain sustainable
competitive advantage.

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Znaczenie różnic kulturowych w biznesie międzynarodowym

Streszczenie

Cel: Celem niniejszego opracowania jest systematyzacja wiedzy na temat charakterystyki i podziału
kultur, która pozwoli na przyporządkowanie przedstawicieli poszczególnych państw do odpowiednich
dla nich rodzajów kultur oraz przedstawienie cech charakterystycznych dla wybranych państw w
niektórych obszarach biznesowych.

Metodyka badań: Zastosowana metoda badawcza to analiza literatury z zakresu międzykulturowych

uwarunkowań biznesu oraz opis zaobserwowanych i przeanalizowanych w procesie dedukcji
wniosków.

Wnioski: Głównym wnioskiem badań jest potwierdzenie tezy, że różnice kulturowe we współczesnej
gospodarce światowej mogą w znaczący sposób wpływać na biznes w kontekście międzynarodowym.
W celu wyeliminowania, a raczej zminimalizowania czynnika kulturowego przedsiębiorcy działający
na rynku międzynarodowym powinni dokonać rozpoznania kultury kraju, z którym będą wchodzić w
relacje biznesowe oraz powinni opracować strategie działania na różnych rynkach, uwzględniając
dokonane rozpoznanie.

Wartość artykułu: Artykuł jest głosem w dyskusji naukowej na temat wpływu różnic kulturowych na
biznes międzynarodowy, może stanowić źródło wskazówek i inspiracji dla przedsiębiorców,
pomagając zrozumieć złożoność zagadnienia, oraz dla studentów zainteresowanych kwestiami różnic
kulturowych i ich wpływu na biznes. Artykuł w sposób kompleksowy łączy charakterystykę kultur
narodowych z różnymi obszarami biznesu międzynarodowego oraz pokazuje powiązania i złożoność
zagadnienia. Taka prezentacja problemu wskazuje, jak ważna jest znajomość różnic kulturowych w
odpowiednim zarządzaniu przedsiębiorstwem.

Implikacje badań: Artykuł koncentruje się na ogólnym funkcjonowaniu przedsiębiorstwa na rynku

międzynarodowym i omawia w szczególności różnice kulturowe związane z procesem negocjowania.
Jednocześnie może być początkiem dalszych badań związanych z komunikacją międzykulturową,
zarządzaniem w korporacjach transnarodowych i marketingiem międzynarodowym.

Słowa kluczowe: Kultura, różnice kulturowe, biznes międzynarodowy, komunikacja międzykulturowa,

kompetencje międzykulturowe

JEL: F23, M14, Z10

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