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1、Unit 6Intercultural Business Etiquette and ProtocolLearning objectiveslUnderstand the importance of appropriate etiquette and protocol in intercultural business communication.lIdentify cultural differences in naming systems, business card exchange and other initiating business contacts.lUnderstand h
2、ow cultural differences in social entertainment may affect intercultural business communication.lUnderstand how gift-giving practices vary from culture to culture.lLearn the role that clothing plays in interacting with persons from other countries.lLearn the importance of knowing about the variable
3、rules of business engagement.lBecome aware of the cultural impact on the comprehension of humor in international business.The importance of appropriate etiquette and protocolGood manners are cost-effective because they not only 1) increase the quality of life in the workplace, by contributing to opt
4、imum employee moral and embellishing the company image, they also play a major role in 2) generating profit. appropriate etiquette and protocol can make you stand out as a world-savvy individual in a competitive global market. Your manners and behavior are of equal importance as. your knowledge of s
5、ubject matters and your brilliance at the negotiation table.Nan Leaptrott (1996)“ knowledge of protocol makes global business a game of strategy. Ignorance of the rules of behavior makes it a game of chance.” “Mastering the game of global business requires two skills: 1) understanding the rules of i
6、nteraction and 2) using the rules strategically.”“Understanding” not just “knowing” the rules. Understanding means to know where the rules come from and what purpose they serve, as well as knowing of specific customs.Therefore, knowledge of certain rules of business and social etiquette and protocol
7、 is very important in conducting intercultural business.But what is etiquette and protocol exactly?Defining Etiquette and Protocol1. Websters college dictionary defines: protocol as “the customs and regulations dealing with diplomatic formality, precedence and etiquette” 官方行为，如外交礼仪中应遵守的规章和 习惯。 Etiqu
8、ette as “conventional requirements as to proper social behavior”. 礼节指社会活动和商务交 往中应遵守的举止行为规范。Defining Etiquette and Protocol2. Chaney and Martin (2002): Etiquette refers to manners and behavior considered acceptable in social and business situations. Protocol refers to customs and regulations dealing
9、with diplomatic etiquette and courtesies expected in official dealings with persons in various cultures.礼节指社会活动和商务交往中应遵守的举止行为规范。 礼仪指官方行为，如外交礼仪中应遵守的规章和习惯 。Defining Etiquette and ProtocollProtocol is what to do in a given situation. lEtiquette is how to do itand how to do it gracefully.l礼仪是某一种情景下 该做什么
10、，礼节是如 何做才得体。As long as you understand the correct protocol, etiquette can usually be adapted to do gracefully and respectfully what needs to be done.Example 1: Exampleserving wine in JapanAll these examples of protocol and etiquette illustrate how protocol is used to promote or maintain the values o
11、f a culture. We should be aware of that the etiquette used to achieve the purpose of the protocol may be different from culture to culture.1.According to Carl A. Nelson, there are eight common protocol elements or categories which permit you to do business successfully in any culture. They are: 1. n
12、ames, 2. rank and title, 3. time, 4. behavior, 5. communications, 6. gift giving, 7. food and 8. drink.2.Chaney and Martin (2002): Proper social behavior includes learning cultural variations in 1. making introductions, 2. exchange cards, 3. recognizing position and status, 4. dining practices, 5. t
13、ipping etiquette, 6. giving gifts, and 7. traveling.3.Other customary behaviors are also associated with 1. greetings and 2. verbal expressions, 3. male and female relations, 4. dress and appearance, 5. use of humor, 6. belief in superstitions, and 7. special foods and 8. consumptions taboos.Initial
14、 Contact: who do you wana work together? and who do you expect to be your partner?First impression are made only once but remembered for a long time. Also it is hardly to change. So the question is: What factors will you pay more attention when you meet a person? Or where will you focus on when you
15、meet a person?Initial Contact:Naming systems: Of course, remembering names and using them when addressing other people is one of the most important, yet difficult, elements of protocol. However, it is also an avoidable mistake if you do your homework properly.lIn the U.S. and Great Britain: First na
16、mes are used almost immediately.lIn Germany, Italy and China: Use titles. Often indicate the persons profession or educational level.lIn Asia: The surname precedes the personal name.lIn Spain: Two surnames (one is from mothers side, and the other is from fathers side. Its not sure when to use which one.)lLatin American countries: often add their mothers maiden name to their surname, so you would use the nest
