Workforce Language Services

This article describes some serious “foot-in-the-mouth” moments. These embarrassing and deal-breaking blunders remind us to prioritize cultural competence in the communities where we do business (or even visit as a tourist).

Globalization has made cross-border business deals more common than ever. But, every day, deals are jeopardized or lost when foreign associates are offended by Americans unaware of other countries’ customs, culture or manners, etiquette experts say.

 

They commit a faux pas (a slip or blunder in etiquette, manners or conduct) while traveling, meeting a foreigner here or communicating on the phone or Internet.

“Americans are way too informal in their dealings with their counterparts abroad, and they end up perceived as uncouth and even obnoxious,” says P.M. Forni, a professor of Italian literature and civility at Johns Hopkins University. “Innocence, stupidity or arrogance make them behave in Cyprus the way they would in Cleveland.”

Politicians and celebrities are not immune, generating highlight reels of faux pas for late-night talk shows. In May, actor Mickey Rooney caused a stir in Great Britain when he violated protocol by kissing Queen Elizabeth’s hand at the British Embassy in Washington, D.C. In April, Richard Gere repeatedly kissed actress Shilpa Shetty on the cheek at an AIDS awareness rally in April in New Delhi, India, a country where public displays of affection are generally taboo. An Indian court issued a warrant for his arrest and irate protestors burned effigies of the actor. The warrant was later suspended.

President Bush used an expletive while talking to British Prime Minister Tony Blair at a meeting in Germany last year. He also gave German Chancellor Angela Merkel a shoulder rub while she spoke to Italian Prime Minister Romano Prodi. Many Europeans were offended because the summit was a formal occasion and they viewed the actions as demeaning.

Many American business travelers also commit faux pas, making, in many cases, already-challenging deals all the more elusive.

Robert Burns, the American owner of CC Bloom’s Hotel in Phuket, Thailand, says he’s inadvertently insulted or embarrassed Thais several times. During his first business meetings in Thailand a few years ago, he started the gatherings by talking about business.

“That’s a no-no,” he says. “I quickly figured out that I was creating problems by talking business before eating lunch and by initiating the talks.”

The conclusion of this article offers some final wisdom:

Learning the customs and culture of a foreign country “signals respect for the other side, and respect is important in developing a business relationship,” says Tufts’ Salacuse. “The fact that you haven’t learned the history and the customs raises questions about the sincerity of how committed you are to doing business in the country.”