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Germany’s economy is the strongest in Europe and is ranked fourth in the world after the U.S., China, and Japan (“A strong hub,” n.d.). Due to the strong reliance on small and medium enterprises and a pursuit of innovation, it continues to demonstrate sustainable development and growth (“A strong hub,” n.d.). Such success is partially due to the strong reliance on tradition and organization that Germans are well known for (wocomoDOCS, 2015). However, such a cultural setting also contributes to a unique business etiquette that is significantly different from that of the United States.
The first issue that should be acknowledged is a strong emphasis on addressing environmental issues. The rise in importance of environmental regulations is a fairly established trend and is currently observable in most developed countries. However, the degree to which it is incorporated in German business is much higher than the Americans are used to. The current political landscape in the country has greatly increased the rigidity of renewable energy promotion. While currently the country still demonstrates poor performance in terms of clean industry, the pace at which local businesses shift to wind and solar energy is stunning (Passport to trade, 2014). Thus, corporate social responsibility programs must be adjusted accordingly in order to comply with the expectations and gain a competitive advantage.
Strong adherence to tradition is a well-known trait of Germans, and, predictably, its impact on business etiquette is significant. For instance, appearance and proper dressing is an important aspect of their culture, both in everyday life and in business. While informal attire is not entirely unacceptable, it is subject to the same set of requirements as traditional business suits. The clothing of choice must be strict, conservative, and composed of traditional colors (e.g., dark suits and solid white shirts). These rules are maintained even in hot weather, so for those unfamiliar with peculiarities of the culture, it is better to refrain from taking off a jacket unless their German colleagues do (Kwintessential, n.d.). These principles are equally applicable to women, who are also advised not to use heavy make-up.
Gifts are a relatively uncommon practice in the German business world, in accordance with a recent trend of abandoning formalities in favor of proper business performance (Passport to trade, 2014). Nevertheless, on certain occasions, such practice is acceptable when conducted with the following etiquette principles in mind. First, gifts are not to be expensive. When given in a formal setting, they need to convey a certain degree of professional vibe (e.g., merchandise with company credentials or logo). In an informal setting – for example, when invited to a colleague’s home – flowers and liquor is a preferred gift. However, European cultural tradition contains several important notions on flowers that are to be reckoned with. Red roses, for example, are strongly associated with romance, which can easily be considered harassment in Germany. Some flowers, like carnations, chrysanthemums, and lilies, are traditionally associated with funerals and mourning. The same can be said about the evenly numbered flowers that Europeans reserve for mourning (eDiplomat, n.d.).
Punctuality is another cultural aspect that extends into the business domain. While careful planning and compliance with the schedule is a universal norm in business, the degree to which Germans adhere to it can be surprising for Americans. Being late for an appointment even by a couple of minutes can seriously damage your reputation. Arriving several minutes early, on the other hand, is acceptable and, in most cases, advised (Kwintessential, n.d.).
To conclude, the German business etiquette has several aspects that, unless acknowledged by Americans, can lead to undermined reputation and, in extreme cases, declining business. However, once acknowledged, these details can facilitate stronger partnerships and, by extension, increase performance, efficiency, and productivity, not to mention a healthier emotional climate.
References
eDiplomat. (n.d.). Germany – cultural etiquette. Web.
Kwintessential. (n.d.). Guide to Germany – etiquette, customs, culture & business. Web.
Passport to trade. (2014). Business etiquette. Web.
A strong hub. (n.d.). Web.
wocomoDOCS. (2015). Germany today (French documentary about the political and economic situation in Germany)[Video file]. Web.
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