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1. The starting point for a winning strategy in global trade is a sensitive understanding of foreign cultures.

Work-related values
Giving gifts and complements
Meaning of time
Business meetings
Greeting, dining and entertainment

2. Few Universal Rules:

Respect your opponents

Be a good listener
Never reveal essential Information in the first meeting
Be humble but assertive
Foundation for all relationships is trust
Negotiators must avoid confrontations
Good timing is the key

3: Work related values:

Work ethos or work ethic is a cultural norm that places a positive moral value on doing a good job. It is
based on the belief that work has an intrinsic value. The level of work ethos for each European country
can be calculated using the inhabitants opinions about the following five statements. To fully develop
your talents, you need to have a job. It is humiliating to receive money without having to work for it.
People who dont work, turn lazy. Work is a duty towards society5.Work should always come first, even
if it means less spare time.
4. Communication:
In France and Germany, written communication is desired. French lay great emphasis on grammatically
correct communication .Germans expects the business communication to be precise. Typical business
interactions are more effective (and more enjoyable!) if you consider some cultural differences such as
titles and introductions, language differences, differences in organizational structure and philosophy.
5. Giving gifts and compliments:
Across Europe, business gifts should not be too personal and should be wrapped professionally. In
Europe particularly, giving compliments is a perfectly acceptable. Compliments can be very simpleadmiring someones taste in office furnishings or complimenting someone on their proficiency with the
computer or complimenting their analysis of a situation. Many Europeans for whom English is a second
language particularly like to be complimented on their grasp of English by Americans. Expressing
sincere compliments is a practice that is much more common in Europe and also effective in developing
rapport with people anywhere.

6. Business meetings:
Generally more relaxed. Introductions are never neglected, and meetings often start with a joke or a
brain teaser puzzle or activity to get everyone involved and thinking together. Meetings are seldom
scheduled before 10:00 a.m. or after 3:00 p.m, in deference to peoples family or social activities. A
significant amount of meeting time is used in setting up ground rules, determining the purpose and
expected outcome of the meeting, and so forth, especially when there are people from several cultures
involved. People participating in meetings in Europe are expected to be involved in the conversation, not
buried in their digital device or cell phones. They demonstrate interest and attentiveness to the person
speaking with their body language and by asking relevant questions.
7. Meaning of time:
Be Punctual and Use Your Time Wisely. Be on schedule in Scandinavia, Germany and Austria In the UK,
be early Italians or Spaniards are generally more relaxed. Take Blame and Give Credit In the 1930s, an
American named Dale Carnegie. By admitting fault quickly and emphatically when youve made an error,
you immediately take the antagonism out of a problem, and everyones focus turns more quickly to a
solution rather than fault-finding. Passing along credit is even more effective than taking it for yourself.
8. Greeting:
Standard business greeting throughout Europe Exception is Britain Italians shake hands often Germans
may bow slightly. In France, a lighter grasp is customary. In Austria, be prepared for a two-cheeked kiss
after the working relationship established. When opposing sides from different Western cultures reach an
agreement, shake hands
9. Dining and entertaining:
Your European host will always make the first toast. Reply with a toast of thanks at the end of the meal.
Talking business over lunch is not a violation of etiquette in France, Austria, Germany, UK, Netherlands,
Norway, Denmark, Sweden, Finland, Portugal and Spain, In the Czech Republic, Italy and Greece. Not
talk business over lunch unless your host initiates.

Dinner in Europe is usually reserved for social entertaining

Be on time for dinner in Norway, Sweden, Finland, and Denmark. Elsewhere, being
fashionably late is acceptable
Do not take wine to a dinner in the Netherlands, France or Belgium

10. Conclusion:
Appreciating the cultural differences and making a conscious effort to adapt to the ways of a country is
necessary for any flourishing business. With a little bit of advance preparation, openness to new
experiences and a willingness to behave with the utmost in formality, respect and professional decorum,
you will definitely increase your chances of success in your business relationships in Europe.