Chapter 9

The Etiquette Advantage in Global Business

Good manners can open doors that the best education cannot

—Clarence Thomas


Worldwide, there is an increased pressure to differentiate the quality of products and services. How a business projects itself internationally is more important than ever before. A company’s employees are the major carriers of the image of the company and the culture they represent. This action assumes greater importance when doing business with other cultures. Whether one is engaged in price negotiations, delivering a presentation, attending a trade fair, or applying to a company for a job, appropriate business etiquette helps to build rapport, foster trust, and reduce misunderstandings.

Etiquette is ...

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