Doing Business in Europe - An Etiquette Primer for Americans

24 May 2011

The Opportunity

You’re an American businessperson whose company is expanding into European markets. Or your company is acquiring or has been acquired by one. Or you’re courting a supplier or venture capitalist from Europe. In any case, you want to make good impression.

You’ve heard the rumors that Americans are thought to be, well, somewhat less than cultivated. And it’s true that American businesses often place more stock in talent and skills than they place in polish and style- we’ve all seen American managers who are brilliant strategist but rudely answer cell-phone calls or type in their PDAs while having discussions with their subordinates. We know a defense attorney who has a stellar record in spite of (or perhaps because of) his unkempt appearance. (Maybe it’s disarming to jurists?) And we all know talented computer wizards who earn outrageous salaries going to work in jeans and flip-flops every day.

In Europe, dress, manners and demeanor are more important than they are in the States. But as business here becomes more global and as businesses become more competitive, even the most casual Americans are learning that there are benefits to having the more cordial manners of their European counterparts.

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