How to Avoid Mistakes When Working With Europeans

Jennifer Kumar

May 3, 2023

The “90% Rule”

Of the people

Of the situations

with

Of the time

Mistake: All of Europe Has One Culture

• Media & Assumptions• Variations in Europe• European Culture ≠ American

Culture

What do you think?

Media Perceptions

Variations in the E.U.

Image: Wikipedia

28 Countries

24 “official and working languages”

Nationalities in Kochi:BelgiumFranceGermanyItalyNetherlandsSloveniaSwedenU.K.

Cultural Differences: UK vs. FinlandU.K. FinlandHierarchy Important Flat organizational structureSomeone to blame No one to blame but yourselfManagement direction important

Autonomy and Initiative important (no micromanaging)

Strict dress codes Very relaxed dress codesColleagues socialize in the pub (Thursdays in London)

Going to the sauna is important

English is the language of business

It’s better to learn Finnish

Cultural Differences: GeneralBehavior Culture TipFood & Meetings

Dinners can be lengthy, as colleagues will socialize and eat

Time Sensitivity Northern Europe stricter than the Mediterranean

Referring to others

Typically use of Sir and Ma’am is not required in most European offices

Dress Codes Quite formal, depends on industry. Neutral colors, little jewelry, close toed shoes.

Cultural Differences: GeneralBehavior Culture TipGreetings Depends on country- different handshakes, kisses

on the cheekEating Habits Avoid making noises while eating- burping,

slurping, biting cutlery.Small Talk Some countries may not prefer it (Germany),

while others can’t live with out it (Poland).Small Talk Topics Some countries may consider different topics

acceptable or avoidable in business conversations. Small talk on virtual teams may be more important to some than others.

European Culture ≠ American Culture

Europeans tend to:• Be conservative/risk averse• Work less hours/have more

vacation • Be more relationship focused

than task focused

Mistake:Applying Indian Solutions to

European Problems• Lack of business, economic, or

cultural context of solutions• Team in India does not

understand pressures from client/end users/customers

How to BuildCultural Context?

Learn about the industry in a European

country-specific context

Work Abroad

Open an Office Abroad

Learn the basics of

Biz Culture

Find a Subject Matter Expert

Don’t Assume: Ask or Research

How to BuildCultural Context?

How to Fix a Faux Pas

1. Look for the other’s body language or tone of voice

2. Use the pleasantries or etiquette of the country to apologize – through a local phrase or mannerism

3. In some cases, it may be ok to blame it on your culture misunderstanding, and ask how it’s done in their country