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Protocol and Etiquette for Doing Business in Italy Howard Dixon

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Protocol and Etiquette for Doing Business in Italy Howard Dixon Rochester Institute of Technology RIT Scholar Works Theses Thesis/Dissertation Collections 2000 Protocol and etiquette for doing business in Italy Howard Dixon Follow this and additional works at: http://scholarworks.rit.edu/theses Recommended Citation Dixon, Howard, "Protocol and etiquette for doing business in Italy" (2000). Thesis. Rochester Institute of Technology. Accessed from This Thesis is brought to you for free and open access by the Thesis/Dissertation Collections at RIT Scholar Works. It has been accepted for inclusion in Theses by an authorized administrator of RIT Scholar Works. For more information, please contact [email protected]. ROCHESTER INSTITUTE OF TECHNOLOGY Department ofHospitality and Service Management Graduate Studies M.S. Service Management Presentation ofThesis/Project Findings Name: __--=H=o:::...;w:...:.;ar=d-=D:;.::ix:.:;o::;,:n.:.- Date: 08/18/00 SS# Title ofResearch: PROTOCOL AND ETIQUETTE FOR DOING BUSINESS IN ITALY Specific Recommendations: (use other side ifnecessary) Thesis Committee: (1 ) Dr. James Jacobs (Chairperson) (2) OR (3) -------------- Faculty Advisor: Number ofCredits Approved: _~2:::..- _ ~tJ!J,'ldD6 Date Committee Chairperson's Signature Date Committee Signature Note: This form will not be signed by the Department Chairperson until all corrections, as suggested in the specific recommendations (above) are completed. cc. Department Student Record File - Original Student ROCHESTER INSTITUTE OF TECHNOLOGY Department of Hospitality and Service Management Graduate Studies M.S. Service Management Statement Granting or Denying Permission to Reproduce Thesis/Graduate Project The Author ofa thesis or project should complete one ofthe following statements and include this statement as the page following the title page. Title ofThesis/project: Protocol and Etiquette For Doing Business in Italy I, Howard Dixon , hereby (grant,J1errYj permission to the Wallace Memorial Library ofR.I.T., to reproduce the document titled above in whole or part. Any reproduction will not be for commercial use or profit. OR I, ,prefer to be contacted each time a request for reproduction is made. I can be reached at the following address: Dater 30 -).. 000 Signature Protocol in Italy 2 TABLE OF CONTENTS Page Title Page 1 Table of Contents 2 Table of Tables 3 Abstract 4 Chapter I Introduction 5 Chapter II Literature Review 8 Cultural Communication 8 The Need for Cultural Training 8 The Benefits of Inter/cultural Training 12 Chapter III Cultural Differences 14 Restaurant and Etiquette Protocol 21 Dining Etiquette in the Home 26 Business Protocol and Procedures 29 Language Initiative 32 Chapter IV Conclusion 39 Summary 51 Reference List 53 Protocol in Italy 3 Table of Tables Page Table 1 31 Table 2 32 Protocol in Italy 4 ABSTRACT This project builds a basic knowledge for the business traveler visiting Italy about protocol and cultural awareness. For those who have not been to Italy or lived there, this guide will enlighten those contemplating a trip to Italy and advise them about what to expect. The protocol and cultural characteristics will be addressed. This will include: country familiarization, culture differences, cultural awareness, language briefing, social dos and don'ts, business practices, procedures and knowledge of business in Italy. In addition, this project builds added awareness from several seasoned travelers. Each of these travelers have spent considerable time doing business in Italy. Their knowledge helped to confirm the work established in the literature review and intercultural training program model. DEDICATED TO My Grandrriother Ida M. Coleman Thank you for all ofyour of Your many sacrifices. Protocol in Italy 5 CHAPTER I Introduction Protocol is really a fancy name for manners and etiquette. It is a set of rules that must be adhered to by the government, private industries and all countries throughout the world. Imagine the chaos if everyone ran rampant, doing whatever they wanted to do, with no rules or attention to detail, when visiting a foreign country to conduct business. Business efforts may be enhanced if there was a source of information American companies doing business overseas could use. This study will focus on Italy. There are many executives from the United States who travel to foreign countries to negotiate business. However, Americans are creatures of habit and they want to get right to the point, close the deal and shake hands. The majority of foreign business people are not in accord with this procedure. It may take days before they reach a decision. The purpose of this study is to develop an understanding of the procedures that will equip participants with cultural awareness information necessary to interact effectively with Italian business people. This study may eliminate unacceptable and embarrassing behavior occurring because of cultural ignorance. Conducting business Protocol in Italy 6 in a manner respectful of the host country's culture may enhance profitability and the willingness of those employees to work internationally. A variety of sources will be used in the literature review section to provide a background on the subject. An abundance of this information was gained by the author and learned from actual experience while he worked at the United States Department of Commerce in Washington, D.C. as deputy assistant to the Secretary and Chief of Protocol and International Logistics for Secretary Malcolm Baldrige. In addition, further information was assimilated from the United States Department of State and applied to foreign country trips the author made when detailed to the White House for Vice President Bush visits to foreign countries. Prior to this, there were several round- the-world trips made with Nelson A. Rockefeller, then Vice President of the United States. Coordinator- The author currently is the Special Events Constituent Relations for Senator Joseph Bruno, the Majority Leader of the New York State Senate. He also owns and operates Advance International, a firm that coordinates proper advance protocol procedures for business executives traveling abroad. The procedures in this study unfold through the use of past experiences, personal knowledge on the subject matter, and Protocol in Italy 7 interviews conducted with well-traveled business persons who travel extensively to Italy. This study may assist the reader in realizing which behaviors will be mutually beneficial to the companies involved when conducting business globally. Protocol in Italy 8 CHAPTER II Literature Review To be successful in any endeavor a person has to be trained. It is virtually impossible to engage in any enterprise without education. You must acquire the knowledge from one source or another whether from books, college professors or practical experience. This is the reason intercultural training is essential for those seeking success and mandatory for one to acquire the basics that encompass a country's culture, its values, standards and business practices. CULTURAL COMMUNICATION Americans quite often are unaware of their ignorance regarding other nations. The people in other countries are pleased when you show that you care and have an interest in them. One of the post-war success stories of Europe is Italy. They are presently going through a major economic boom. In our world marketplace, to learn the customs and business manners of foreign countries is crucial. These items should include the approaches in decision-making, the effect of oral agreements, guidelines to business, entertaining and even gift giving. One needs to be open minded in order to understand others and communicate with them. THE NEED FOR INTERCULTURAL TRAINING If one knows the basic rules of both protocol and etiquette it will Protocol in Italy 9 help avoid embarrassing and uncomfortable situations. As more and more companies conduct business around the world, they find there is a greater need to acquire the basics in etiquette and protocol. A company that is sending a person or people to Italy should realize the better educated and informed they are about the country, the more successful the business pursuit may be. The following examples show why it is necessary to know the rules and cultures of a country. A United States Chief of Staff for the First Lady in the White House ordered six dozen beautiful blue leather frames as a state gift for officials of India. Each gift was embossed with the presidential seal. It was not until the gifts were unpacked for presentation that the Chief of Staff discovered the frames were made of cowhide. The cow is considered sacred in the country of India. Giving such a gift to a Hindu could have caused an international incident. Ke-kou-ke- The name Coca-Cola in China was first rendered as la. Unfortunately for the company, it was only after thousands of signs had been printed that it learned the word translated into Chinese " tadpole" meant bite the wax or "female horse stuffed with wax". Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, Ko-kou-ko-le, which can be loosely translated to "happiness in the mouth". Protocol in Italy 10 In Taiwan the translation of the Pepsi slogan "Come alive with Generation" the Pepsi came out as "Pepsi will bring your ancestors back from the dead". In Chinese, the Kentucky Fried Chicken slogan, "finger-lickin' good" translated to "eat your fingers off". The following goofs and gaffes happened in the Washington, D.C. and New York City areas. When a head of state visits the President at the White House, the ceremonial flags of his or her country are flown on all the flag poles around the White House area. There was an incident whereby the Portuguese flags were still flying as the Italian president's motorcade approached in the distance. The U.S. protocol press officer caught the gaffe in time to have the flags switched prior to the motorcade arrival. The Japanese Crown Prince arrived at the Arlington National Cemetery to lay a wreath. However, the Japanese Embassy had forgotten to order one.
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