c.ph.s., dosent Moiseyeva F.A.

Solovuova Yulia

Donetsk national university of economics and trade

named after Mikhail Tugan-Baranovsky

PARTICULARITIES OF BUSINESS COMMUNICATION WITH NORTHERN EUROPEAN PARTNERS

For the business person who works internationally, doing business in a foreign country brings with it certain intercultural communication challenges. From the simple differences in the way people meet, greet and eat to the more complex differences in communication, presentations and negotiation it is always a benefit to get to understand  a country's business culture, protocol and etiquette.

Danes tend to be good communicators on the international stage. Danish communication patterns, however, when taken into a second language can be somewhat problematic to cultures more used to a diplomatic approach to communicating in business. Plain speaking is admired and being frank is viewed as a sign of respect to the person. This directness can sometimes be mistaken as rudeness when encountered by cultures, which place diplomacy and tact at the forefront of business interactions. It should not, however, be assumed that, because Danes can be direct in their use of language, they revel in confrontation. Danes value direct debate (which is very different from confrontation) and will avoid any personal references or overtly confrontational situations.

Danes use humour in most business situations and see the judicious use of humour a key weapon in the search for hygge which translates as a kind of cosiness in which everybody feels at ease in each others company. Feelings of hygge are much prized but poorly explained by Danes and it is an atmosphere which non-Danes find difficult to comprehend [1].

Upon meeting people in Denmark shake hands. This is also the case when departing. It is perfectly acceptable to shake hands with women. Despite a high standard of living, ostentation is frowned upon. Men should wear suits with white shirts, ties and polished shoes. Women should wear stylish yet modestly cut suits. Punctuality is important in Denmark. It is expected for all business and social engagements. At the beginning of meetings small talk is brief and courteous. The Danes are very direct and frank communicators which is perceived in Denmark as a sign of sincerity and honesty [2].

A cornerstone of Norwegian culture is egalitarianism, embodied in what is called "Jante's Law".  Jante's Law teaches people to be modest and humble. This is seen through most people's refusal to criticise others and an awareness not to flaunt their wealth or financial achievements. Due to the influence of egalitarianism, Norwegian business culture lacks airs and graces. On the whole people are generally easy going and informal in business dealings and communication. However, informality does not offer anyone a license to act unprofessionally. It is important to always remain polite and respectful when doing business in Norway.

Norwegians are straight-talkers and not very emotive. They have no difficulty disagreeing with people or speaking their minds within a business context as this is viewed as separately to personal life. Criticisms and the like are more often than not based on facts rather than opinion. They are scrupulous about honesty in communication, often to the point of pointing out the negatives in their own proposals in greater detail than the positives. Punctuality is imperative when doing business in Norway. Business meetings will have a small amount of small talk but quickly get down to the business at hand.

Norwegians are transactional and do not need long-standing personal relationships in order to conduct business. Nonetheless, they prefer to do business with those they trust. The basic business style is relatively informal. Norwegians respect confident, self-assured businesspeople. They are excellent time managers who do not require face-to-face contact in order to conduct business.

Appearing overly friendly at the start of a relationship may be viewed as weakness. Maintaining eye contact while speaking is interpreted as sincerity. Norwegians are direct communicators. They have no difficulty telling their colleagues that they disagree with something that has been said. Their communication is straightforward and relies on facts.

They are conservative and deliberate speakers who do not appreciate being rushed. They are scrupulous about honesty in communication, often to the point of pointing out the negatives in their own proposals in greater detail than the positives. Appointments are necessary and should be made as far in advance as possible. Appointments may be made in writing or by telephone. Meetings are rather informal. There is not much small talk. Norwegians prefer to get to the business discussion quickly. Presentations should be precise and concrete, and backed up with charts, figures and analysis [5].

The Finns are egalitarians and as such do not appreciate shows of ostentation. For example, over dressing would be seen as a sign of arrogance. This also extends to behaviour in that most Finns do not like loud talking in public or 'over energetic' behaviour. Business meetings should be arranged and confirmed in advance, usually in writing. Finns like to get straight down to business; as such there will be little small talk before a meeting. Greetings are formal, with a firm handshake, direct eye contact, and a smile. When greeting a married couple, the wife should be greeted first. Finns are transactional and do not need long-standing personal relationships in order to conduct business.

The basic business style is formal - i.e. there is relatively little small talk and Finns prefer people to speak succinctly and to focus purely on business. Finns do not require face-to-face contact and, in fact, are quite comfortable using e- mail. Finns are excellent time managers who prefer to organize their workday in order to accomplish as much as possible. Finns are interested in long- term relationships. Relationship building often takes place outside the office: in a restaurant or the sauna. Finns place a great value on speaking plainly and openly. Finns are direct communicators. Professional differences are not viewed as personal attacks. Appointments are necessary and should be made in advance by telephone, e- mail, or fax. It is extremely difficult to meet with people without a formal appointment. Meetings begin and end on time [6].

Finns seldom ask questions. Business attire is stylish and conservative. Men should wear dark coloured, conservative business suits. Women should wear conservative business suits, trouser suits, or dresses. Business cards are exchanged without formal ritual.

Egalitarianism is the most dominant social value in Sweden. Consensus and compromise are ingrained into the business and social life. Swedes like to establish relationships on an informal level. Swedes tend to stay farther apart when conversing than many other countries. Swedish communication style is direct and open.

Swedes respect someone who comes to them with knowledge and experience. They are very detail-oriented. Any proposal or presentation must be meticulously planned and logically organized. The first meeting may be low key and very matter of fact. A decision will never be made in the first meeting. The Swedes value consensus as the only way of making decisions [8].

Latvians are extremely courteous in their communication and perceive interrupting others as bad manners. They take a formal approach to business. Latvians are polite and courteous. They can be extremely reserved. They do not readily smile, especially at strangers, and are not comfortable making small talk. They often appear to have little difficulty accepting what would be considered awkward silences in other cultures. This behaviour can make them seem austere. Once a relationship has developed though, some of the veneer will disappear. Personal matters are seldom touched upon in business.

Latvians are not especially emotive speakers. At the same time, they can be extremely direct speakers and task focused. Latvians can be direct communicators, although they often temper their words to protect the feelings of the other person. As a group, they are slow to pay compliments and may become suspicious of compliments offered too readily and without sufficient reason. Meetings often begin with a welcoming speech from the most senior Latvian at the meeting.

Latvian businesses are extremely hierarchical. Decisions are made at the top of the company and information flows downward like a funnel. It is common to continue meetings over lunch or dinner, although the conversation will tend to be social- rather than business-oriented. Latvian meetings are formal affairs. Latvians take business quite seriously and expect others to do the same. It generally takes several meetings to reach a decision. Since they do not want to appear foolish in public and are reserved, Latvians prefer not to speak up in meetings with people they do not know well [3].

Lithuanians prefer face-to-face meetings, as they need to build relationships of mutual understanding. They prefer to turn business relationships into friendships. Lithuanians speak softly. They are not particularly emotive speakers. They do not touch others while speaking and can appear standoffish and reserved upon the initial meeting.

They do not interrupt others while they are speaking, and patiently wait for their turn. Many Lithuanian companies adhere to a hierarchical structure. In such cases, senior-level businessmen only speak with people of their same rank. More junior members of a team should not address a senior-ranking Lithuanian businessperson directly, as it is seen as a breach of etiquette. Meetings often conclude with a summary of the discussion and a toast to future dealings [4].

Estonians as a people, especially in business, can come across as slightly cool and detached. A good firm handshake accompanied with direct eye contact is the norm. Business cards are essential but there is no ritual surrounding their exchange. It is always a nice gesture to have one side translated into the local language.

Estonians are direct communicators. They say what they mean and mean what they say. However, there is a certain diplomacy in their communication style which means they will temper their comments if they feel it could harm a relationship or cause someone embarrassment. Silence is often used to collect thoughts in order to respond to delicate questions. Conversations at the start of a relationship will be pragmatic and reserved. Meetings in Estonian are formal. Small talk, if it occurs, is short and simple. Presentations should be a blend of visual and oral information backed with accurate figures [7] Good eye contact with all the attendees is important. Decisions are made at the top in any business and it will take more than one meeting to accomplish tangible results. The key to success is a good, firm proposal that offers long-term gains accompanied by a building of trust. It generally takes several meetings to reach a decision.

Understanding a country's business culture and etiquette is an important ingredient in establishing a relaxing atmosphere and easing business proceedings.

Literature:

1. Danish Communication Styles // [Электронный ресурс]. – 2010. – 35 кБ – URL: http://www.worldbusinessculture.com/Danish-Business-Communication-Style.html

2. Doing Business in Denmark // [Электронный ресурс]. – 2010. – 20 кБ – URL: http://www.buzzle.com/editorials/11-1-2004-61033.asp

3. Doing Business in Latvia - Business Etiquette // [Электронный ресурс]. – 2010. – 10 кБ – U RL: http://www.kwintessential.co.uk/etiquette/doing-business-latvia.html

4. Lithuania - Language, Culture, Customs and Etiquette // [Электронный ресурс]. – 2010. – 15 кБ – URL: http://www.kwintessential.co.uk/resources/global-etiquette/lithuania.html

5. Norway - Norwegian Culture and Etiquette // [Электронный ресурс]. – 2010. – 19 кБ – URL: http://www.kwintessential.co.uk/resources/global-etiquette/norway-country-profile.html

6. Doing Business in Finland // [Электронный ресурс]. – 2010. – 10 кБ – URL: http://www.kwintessential.co.uk/etiquette/doing-business-finland.html

7. Doing Business in Estonian - Business Etiquette // [Электронный ресурс]. – 2010. – 10 кБ – URL: http://www.kwintessential.co.uk/etiquette/doing-business-estonia.html

8. Doing Business in Sweden // [Электронный ресурс]. – 2010. – 10 кБ – URL: http://www.kwintessential.co.uk/etiquette/doing-business-sweden.html