The Rugby World Cup is finally here and could become a huge networking opportunity for businesses across the country – providing, that is, they can navigate the cultural minefield of 20 nationalities in the pre-match bar!
The tournament has been long-awaited and provides not only on-field excitement but an exceptional opportunity to build relationships with businesspeople from around the globe.
The impressive array of sponsors - including Heineken, MasterCard and Emirates - highlight the business prestige associated with the tournament, and corporate hospitality sales have been strong.
But it’s worth remembering that cultural differences are reflected in sport just as they are in business and life – and especially in the pre and post-match bar! So, even with all of that good intention, the melting pot of different cultures and nationalities can make for confusing times.
Here is our guide to surviving and thriving if you choose to attend any of the 48 matches in a business capacity:
How to greet different nationalities
Greetings differ around the world. Do you kiss or shake hands? And if you kiss how many times? Important impressions are made within the first few seconds of meeting someone, so be prepared…
Kissing: It’s not uncommon for people from Italy or France to greet each other with a kiss – although probably not if meeting for the first time. After that’s it’s a kiss on each cheek starting with the left. Avoid kisses for fans from Asia –where it is viewed as an intimate act and often not permissible in public.
Handshake: For Americans and those from the UK, a handshake is good. But be careful about your grip – gripping too tight can be seen as aggressive by many cultures.
Showing respect: Be prepared for Japan fans to not look you directly in the eye to start with – eye contact can be seen as a sign of disrespect and challenge in African and Asian cultures. If you are greeting a Japanese person who is older, nodding your head is an effective way to show deference. Also ensure you show respect if people from New Zealand or any of the Pacific rugby nations indulge in a pre-game war dance (Haka). This is not just a bit of pre-match fun but a matter of real national pride and identity.
What are the cultural differences between how different nationalities behave when having a drink?
Different cultures approach social drinking very differently. Growing up in England I was always aware of the importance of “standing your round”. This speaks to the cultural importance of fair play within British culture and taking turns. This concept of buying dinks for the group is also immersed in Australian culture where you similarly buy a “round” or a “shout”.
In Japanese culture you cannot have a drink that isn’t full – you should keep your companions’ drinks filled to the brim and they will do the same for you. So if you want to see the kick-off be mindful of not drinking too quickly as your glass will keep being topped up!
Beware of how tactile you are, too. A friendly touch on the arm during conversation is common for people in France, Italy and Russia – but can be uncomfortable and overly-familiar for those in Northern Europe, the USA and Japan.
Cultural differences in body langauge
Remember, not all language is verbal, and not all body language is universal. Take some notice of the following:
Body language: Be aware of reading body language – it differs across cultures. Nods of the head from Japanese businessmen or women during conversation don’t necessarily mean you’ve sealed the deal but can merely be a sign of politeness and wanting to avoid saying ‘no’.
Hand gestures:The meaning of hand gestures varies across cultures and can potentially lead to a web of tangled, confused interactions. For instance, the American ‘goodbye’ wave can be interpreted in many parts of Europe and Latin America as the signal for ‘no.’ While the Italian ‘goodbye’ wave can be interpreted by Americans as the gesture of ‘come here.’ To make matters even more complicated the American ‘come here’ can be an insult in Asian countries where they use it for calling an animal. The signal for ‘OK’ in the UK is a sexual insult in Georgia, means ‘zero’ in France and ‘coins’ in Japan.
Celebrating: Jubilant Americans, renowned for being exuberant in celebrating victory, should avoid the ‘devil horns’ hand gesture frequently seen at rock concerts and Texas Longhorn American football matches. This is an offensive gesture in many parts of the world, including Africa, and in Italy it tells a man that other men are sleeping with his wife! Even a ‘thumbs up’ can be misinterpreted. In some cultures, including Australia, it is used to mean ‘up yours’ rather than ‘well done’.
It just shows, we all do things differently. But with a bit of understanding and some cultural education the Rugby World Cup bar could prove to be a very fruitful place for business – and for pleasure!
By Joanne Danehl, Intercultural and language training expert at Crown World Mobility.
Originally featured on Fresh Business Thinking.
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