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Intercultural etiquette
Etikette im interkulturellen Umfeld

What do you need to think about?

Dr Geert Hofstede, who worked at IBM and was a Professor at Maastricht University in the Netherlands, came up with descriptions of five primary dimensions:

• Power Distance Index: this relates to equality within the society, whether or not differences in status, wealth and power are emphasised or are played down.
• Individualism: is this prized, or are group advancements valued over those of the individual?
• Masculinity: are gender roles important, or is gender not such an important factor in this society?
• Uncertainty Avoidance Index: this relates to tolerance levels for the unknown - some societies are comfortable with uncertainty.
• Long-term Orientation: is tradition important or is change encouraged?

Thinking about all of these aspects will make your adaptation to different etiquette styles smoother and is likely to make your business partners more comfortable in their dealings with you!

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