Laboratorio cross culture

1. A cura di Bonucchi e associati srl
Questo documento è di supporto a una presentazione verbale.
I contenuti potrebbero non essere correttamente interpretati in assenza dei commenti di chi ne ha
curato la stesura.
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License. To view a copy of
this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/
Piano Internazionalizzazione delle Imprese
Cross Culture Laboratorio – Marina Gemmi

2. CrossCulture
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Ripresa incontro precedente:
Max 10’
• Dove eravamo rimasti?
• Applicazione di quanto sperimentato?
• Domande?

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Cross Culture
• Quale suggestione?
• Internazionalizzazione, affari, galateo.
• Quanti sanno l’inglese?
• Il supporto è in inglese, interprete?
• Internationalization, business, etiquette.
• Are You ready?

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A trip in Italian business, how foreigns look
at us:
• http://www.youtube.com/watch?v=aD1jfLMR_Jk
• http://www.youtube.com/watch?v=vQ_LjOvzKZ4&NR
• Are we truly like that?
• Stereotypes?

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Appointments in Italy-1
•Italian businesspeople prefer to deal with people
they know, even if that acquaintance has been a
handshake at a trade fair.
–Be sure to engage a strong contact
representative who can make appropriate
introductions for you.
•Write first for an appointment.
–Use Italian if you want an immediate reply.
–Follow up your letter with fax or phone.

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Appointments in Italy-2
•Be very aware of the summer vacation
periods.
–Most firms are closed in August.
• If you write them in mid-July, you may not get a
response until September.
•Italians like to get acquainted and
engage in small talk before getting down
to business.
–Expect to answer questions about your
family.

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Appointments in Italy-3
• Plan appointments for 10-11 am or after 3 pm.
– Northern business hours are usually 9:00 am
to 13:00 pm, and 2.00-6:00 pm, M-F.
• Many businesses are open ½ day Saturday.
– Southern (below Rome) hours: 9:30-13:30,
then 3:30-7.30.
• Also open on Saturday.
• Pace is slower than North.
• Virtually every Italian city celebrates the feast of a
patron saint as legal holiday.

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Negotiating in Italy-1
• It is important to understand corporate hierarchy.
– Titles may not coincide with the standard US
conception of responsibility.
• Authority goes with the individual… not the title.
– Corporations often have a horizontal chain of
authority.
• Italians call it a cordata (team of mountain
climbers on the same rope).
– Very difficult for outsiders to understand, but
it exists -- you should have a reliable contact
who understands a company’s inner
structure.

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Negotiating in Italy-2
• Pace of negotiations is usually slower than in the
US and UK
– The more important the contract, the more
study is going on behind the scenes.
• Any obvious sense of urgency is thought to weaken one’s
bargaining position.
• A dramatic change in demands at the last minute
is often a technique to unsettle the other side.
– Be patient and calm… just when it appears
impossible, the contract may come together.

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Negotiating in Italy-3
• One does not exchange business
cards at social occasions, but it is
normal at business functions.
– An Italian would feel it impolite to ask a
foreigner to spell his/her name.
– Italian cards are often plain white with
black print.
• Usually, the more important the person, the
less information is on the card.

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Negotiating in Italy-4
• Conversational topics that are highly
appreciated are Italian culture, art,
food, wine, bicycling, soccer, family,
Italian scenery, and films.
– Your host may be negative about
something in his/her country or its
politics, but do not agree too strongly
and never offer criticisms of your own.

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Negotiating in Italy-5
• Never ask someone you have just
met at a social gathering about
his/her salary.
– To do so is considered gauche… even
insulting.

13. CrossCulture
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Business Entertaining-1
• Italian hospitality plays an important role in business
life, and most often means dining in a restaurant.
– No matter how you feel, do not refuse an
invitation!
• When dining, Italians keep both hands above the
table, not one resting on the lap.
– There may be 3 plates:
• Small one for antipasto.
• A deep dish for pasta or soup.
• Large plate on the bottom for main course.

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Business Entertaining-2
• Use your knife to pick up cheese,
and do not eat any fruit except
grapes or cherries with your hand.
• Italians consider wine as a food to be
sipped, not as a means of relaxation.
– Therefore, to drink too much is
considered very offensive.

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Business Entertaining-3
• Women executives will find it
extremely difficult to pay.
• Keep the receipt for your restaurant
bill.
– Sometimes “tax police” check
restaurant bills outside for adherence to
tax laws.

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Greetings in Italy-1
• As a guest, you will be introduced first.
– The most senior or eldest person present
should always be given special deference.
• Shake hands with everyone present when
arriving and leaving.
– At a large gathering, if no one is giving formal
introductions, it is proper to shake hands and
introduce yourself.
• Handshakes may include grasping the
arm with the other hand.

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Greetings in Italy-2
• Women may “kiss” good friends on
either cheek (it is rather like pressing
the sides of each face together).
• Close friends and male relatives
often embrace and slap each other
on the back.

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Titles/Forms of Address-1
• Do not use first names unless you are invited to --
formality is still appreciated but becomes easier
when speaking English.
• Professors and doctors are highly esteemed.
– Depending on the environment, it could be
necessary (especially when speaking Italian)
to use the title Dottore for a man and
Dottoressa for a woman.
• It is better to use a title -- always err on the
side of caution.

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Titles/Forms of Address-2
• Personal titles are used in all forms
of address, spoken and written.
– Like Dottore, they can be used with or
without the surname.
• Attorney Green is Avvocato Verdi.

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Gestures in Italy-1
• Latins “talk with their hands,” and most gestures are usually
both expressive and innocuous.
• http://www.youtube.com/watch?feature=fvwp&v=F_N1Cmt_QB0&NR=1
• http://www.youtube.com/watch?v=xHSe1ogHYUw
• http://www.youtube.com/watch?
v=LCqyb1yZ6UE&feature=related
• http://www.youtube.com/watch?v=jVCuyrPk7P4
• http://www.youtube.com/watch?
v=fRQSRed58XM&feature=related
• Provate a dire:”NO!” e fare si con la testa

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Italy Communications
• Italian is the official language, although there are many
diverse dialects.
• English is spoken by many businesspeople.
• Avoid talking about religion, politics, and World War II.
• At social gatherings, it is considered insulting to ask
someone you have just met about their profession.
• Good conversational topics include Italian culture, art, food,
wine, family, and films.
• (http://www.cyborlink.com/besite/italy.htm)

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Italy Behavior
• Italian history has played a crucial role in the modern
business world.
• Some of their contributions include banking, insurance, and
double-entry bookkeeping.
• "Time is money" is not a common phrase in Italy.
• Foreign businessmen/women should be punctual for
business appointments, although the Italian executive may
not be.
• Handshakes are common for both sexes, and may include
grasping the arm with the other hand.
• Do not expect quick decisions or actions to take place, as
the Italian bureaucracy and legal systems are rather slow.
• (http://www.cyborlink.com/besite/italy.htm)

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Italy Behavior (ctd)
• Italian companies often have a rigid hierarchy, with little
visible association between the ranks.
• It is common for everyone to speak simultaneously at Italian
gatherings. This applies to business meetings as well as
social events.
• Do not exchange business cards at social occasions; but it is
the norm at business functions and meetings.
• Italians often have two different business cards, one with
business credentials for formal relationships, and another with
personal information for less formal relationships.
• Italian cards are often plain white with black print.
• When entering a business function, the most senior or eldest
person present should always be given special treatment.
• If you bring wine as a gift, make sure that it is of excellent
vintage, as many Italians are wine connoisseurs
• http://www.cyborlink.com/besite/italy.htm

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Cross Culture
• Quale suggestione?
• Cross Culture and Business Etiquette:
how to negotiate and cooperate with
foreign counterparts
– The approach to
– Small business and International strategies:
the country way
– Dos and don’ts, tips and tricks when dealing
with foreign companies

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Cross Culture
Why talking about culture?
• Culture affects business
• Culture affects team building
• Culture affects performances

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Cross Culture
Cross culture definition
• Analyze the differences in order to
improve the communication, in
environments where many cultures
are involved
• Values – Customs – Symbols –
Language (cultural appreciation)

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Cross Culture
Cultural Environment
●
Language http://www.youtube.com/watch?
v=gQQtgx4iG8EAttitudes
●
Time Concepts
●
Space Concepts
●
How business is conducted
●
Friendship

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Cross Culture
Cultural Environment
●
Territory: Regions, Towns, Endless cities
●
Role: in the continent
●
Education
●
Power and age
●
Power and Gender
●
Friendship

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Cross Culture
Where to apply?
• Marketing/Sales
• Promotion
• Meetings (included distance meetings)
• Everyday communication (e.g. emails,
instant messaging)
• Web
• Web 2.0

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Cross Culture
Cross culture or business
etiquette?
“If I'm conversing with you, I'll
speak your language. If I'm buying
from you, you speak my
language.”

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Cross Culture
• Now go to the pc and let’s start

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• Segue con ricerca Sud Africa

33. A cura di Bonucchi e associati srl
Questo documento è di supporto a una presentazione verbale.
I contenuti potrebbero non essere correttamente interpretati in assenza dei commenti di chi ne ha
curato la stesura.
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License. To view a copy of
this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/
Piano Internazionalizzazione delle Imprese
Cross Culture Laboratorio – Marina Gemmi