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Global commercial ties are difficult to establish and maintain. According to Martin and Chaney (2006), the book was intended to help readers learn to communicate verbally and nonverbally in multicultural situations and better understand worldwide business partnerships. One of the authors, Jeanette S. Martin, is an Associate Professor at the Mississippi University School of Business. Lillian H. Chaney is a University of Memphis renowned Professor of Office Management and Professor of Management. In terms of historical content, the book was released in 2006, and the authors highlight that globalization will stay, and people will interact with individuals from various cultures throughout their working lives.
Everyone who works with individuals from other cultures, countries, and backgrounds is the intended audience. The purpose is to emphasize the significance of business etiquette and to increase understanding of various ways of thinking. Building business relationships with people from all around the world is the book’s topic. The authors’ thesis emphasizes that globalization influences the globe and that developing global commercial partnerships depends on an intrinsic ability to learn about different cultures. As a result, adequate training is essential to assist people in adjusting once they are in another country. New cultures are often part of the process while traveling for work or pleasure.
The book incorporates nine chapters, each focusing on the essential elements of business etiquette. The major topics are 1) travel customs, 2) language, greetings, and business cards, 3) socializing, 4) nonverbal communication, 5) dress and appearance, 6) cultural attitudes, 7) dining, 8) conversational customs, and 9) oral and written communication. In Chapter 1, for example, it is asserted that stereotypes are just as damaging as ethnocentrism. When traveling overseas, people must learn to treat each person as an individual. Nonetheless, the true purpose of cultural sensitivity is the ability to perceive and differentiate cultural differences. The authors suggest that learning about cultural differences and responding correctly in a new context is critical. One of the pieces of evidence offered is superstitions and taboos in various countries. Common business taboos include asking an Arab about his wife’s health or writing in red ink in Taiwan since it is associated with death.
The authors present examples of how to socialize with people from diverse cultures in Chapter 2. A personal relationship, for instance, may be separated from work for a US businessperson; a friendship is created swiftly and dissolved rapidly. Relationships are lifetime obligations in many other cultures, such as China. To communicate successfully, learning about timeliness and time management is vital. The words “mañana in Latin American countries” and “bukra in the Middle East” have similar attitudinal meanings (Martin & Chaney, 2006, p. 36). They mean what cannot be done now will be done tomorrow. As a result, cultures may have event-oriented time, like in Latin America, and task-oriented time, like in the United States. Martin and Chaney (2006) acknowledge that time is irrelevant in parts of the world, such as Latin America, Africa, and the Middle East. Being late for an appointment is not considered offensive because some cultures anticipate a guest being late for dinner or gatherings.
The book is practical considering the argument, writing style, organization, presentation of evidence, and clarity. Thoughts are easy to follow, and each idea has supportive evidence based on examples from different countries. The text is clear and incorporates vital information on business etiquette. I found many parts interesting, and one of the examples is that a language can be linear or nonlinear. For instance, English is a linear language that considers time a continuous continuum of now, past, and future. Linear languages lead to the practice of short-term planning in business. Nonlinear language speakers, such as Japanese and Chinese, are more likely to prepare for the long term in their business.
Another practical example is that greeting behaviors and understanding cultural differences are fundamental in building and establishing international communication. While hugging after being introduced is considered impolite in business contexts in the United States, it is prevalent in many South American, Middle Eastern, African, and European countries (Martin & Chaney, 2006. The bow, typical in China and Japan, is unusual in many other cultures. Moreover, while reading Chapter 8, I found learning about space and touch in different countries helpful. Standing too close to someone who requires a lot of personal space might be bothersome. They may respond by withdrawing; the problem may become conversational distance rather than focusing on the message.
To conclude, I enjoyed the book and gained new insights. I think that the book has the limitation of describing business etiquette in only some cultures. Nevertheless, it offers excellent examples highlighting the significance of understanding culture before traveling to a new nation. Knowledge of greetings, timeliness, time orientation, gift-giving, gestures, and vocal communication may aid in speedier socialization and better business relationships. Cultural awareness will also assist in reducing or avoiding cultural shock, which is the frustration of not comprehending verbal and nonverbal communication, customs, and the value system.
Reference
Martin, J. S., & Chaney, L. H. (2006). Global business etiquette: A guide to international communication and customs. Praeger.
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