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The United States, a nation founded on a fundamental belief in equality, is today a multicultural mosaic of over 315 million people of varying race and cultural heritage.
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The United States of America Today
American culture portrays a strong sense of regional and ethnic identity which is represented by a number of subcultures and influenced by the country’s vast geographical and regional differences. America’s influence on business culture and practices across the globe is unmistakable. However, understanding the cultural concepts behind the surface is just as important for your company when doing business in the US as in any other country.
American Culture – Key Concepts and Values
Individualism - The concept of individualism plays a significant role in the lives of many Americans. US culture emphasises individual initiative and personal achievement. Independence and self-reliance are highly valued and also extend to the workplace where business is frequently carried out autonomously. Consequently, one's position in US society is determined by one's own achievements as opposed to status or age.
Low Context Culture – Generally speaking, those cultures described as low context tend to communicate meaning and information explicitly through words. As Americans are task-centred, the primary purpose of communication is to exchange information, facts and opinions. In the US, conflict is dealt with directly and openly and for this reason, Americans will not hesitate to say ‘no’ or criticise others in public. This direct style of speech is often interpreted as rude by foreign visitors and may cause embarrassment to business people who are unaccustomed to such explicit communication. However, it is important to remember that in a business context it bears no relation to personal feelings and should not be taken as such.
Egalitarianism – An important element of American culture is the concept of equality. Despite the many differences within American society, there is a collective understanding of the notion of equality that underlines many social relationships in the US. Americans believe in having equal rights, equal social obligations and equal opportunities based on the concept of individual merit. Consequently, there is a general lack of deference in the US to people of greater wealth, age, higher social status or authority. This is evident in the way in which titles are seldom used in business environments and how Americans call each other by their first names almost immediately. Egalitarianism also contributes to the system of merit frequently referred to as the ‘American Dream’ whereby hard work deserves success and financial prosperity. This in turn can often cause a dichotomy in the workplace and office hierarchy displaying a clear distinction between management and their subordinates.
Doing Business in the US
The world’s third largest country both in size and population, the United States is a nation moving forward rapidly and successfully with its unique cultural diversity. Throughout its history, the US has experienced waves of immigration from virtually every corner of the world moulding the country into what it is today. After establishing its independence in 1776, the United States has endured civil war, the Great Depression and two World Wars to become the richest and most powerful nation state in the world. After the terrorist attacks of 11September 2001, the country had to re-define its role as the world’s only superpower whose actions are likely to be subject of heated discussions, criticism but also praise. Today, the US is considered to have the strongest and most technologically powerful economy. For those wishing to conduct business in the US, gaining a professional insight into the cultural design of this distinctive country is essential to your success.
US Business Part 1 – Working in the United States: Working practices in the United States
Structure and hierarchy in American companies
Working relationships in the US
US Business Part 2 - Doing Business in the United States: Business practices in the United States
US Business Etiquette (Do's and Don'ts)
DO address your business colleagues with a title, such as ‘Dr’, ‘Ms’, ‘Mr’ or ‘Mrs’, and their last name when meeting someone for the first time. You may find that your US counterparts will insist on using first names almost immediately which is not a sign of familiarity but simply reflects the casual business style of Americans and their emphasis on equality.
DO say ‘please’ and ‘thank you’ to everyone for even the smallest kindness. Politeness is highly valued in the United States and Americans will expect you to be as polite as they are.
DO be prepared to partake in preliminary small talk with your American counterparts at the beginning of a business meeting. This will often include topics such as sport or the weather and is seen as a way to lessen apprehension and create a comfortable environment before entering into business affairs.
DON’T expect all companies to be the same. Business culture in the US differs from company to company on many levels, including industry, region and business structure. It is advised to research as much as possible about the individual business culture of your US associates before meeting with them.
DON’T make any other form of physical contact such as hugging when greeting your American counterpart for the first time. Americans respect their privacy and personal space.
DON’T be offended or surprised if your American colleagues cannot accept a gift. Gift giving is often discouraged or limited by many US companies and therefore, most employees are unable to accept them.
US Culture Quiz – True or False
1. The ‘OK’ sign, formed by making a circle of the thumb and index finger, is used to show approval.
2. Business cards are infrequently distributed in the US and are not usually exchanged unless you wish to contact the person at a later date.
3. When conducting business in the US, it is vital to establish a good, solid relationship with your counterparts in order to secure successful future negotiations.
4. Americans have a tendency to dislike long periods of silence during negotiations and in conversations in general.
5. Slapping someone on the back is a negative gesture in American culture and should be avoided.
US Culture Quiz – Answers
1. True.
2. True.
3. False. Building company as opposed to personal relationships and getting the best deal are valued higher in American business culture.
4. True.
5. False. This gesture is often used to show camaraderie, appreciation or praise in the US and as such should be taken as a compliment.
The United States of America Today
American culture portrays a strong sense of regional and ethnic identity which is represented by a number of subcultures and influenced by the country’s vast geographical and regional differences. America’s influence on business culture and practices across the globe is unmistakable. However, understanding the cultural concepts behind the surface is just as important for your company when doing business in the US as in any other country.
American Culture – Key Concepts and Values
Individualism - The concept of individualism plays a significant role in the lives of many Americans. US culture emphasises individual initiative and personal achievement. Independence and self-reliance are highly valued and also extend to the workplace where business is frequently carried out autonomously. Consequently, one's position in US society is determined by one's own achievements as opposed to status or age.
Low Context Culture – Generally speaking, those cultures described as low context tend to communicate meaning and information explicitly through words. As Americans are task-centred, the primary purpose of communication is to exchange information, facts and opinions. In the US, conflict is dealt with directly and openly and for this reason, Americans will not hesitate to say ‘no’ or criticise others in public. This direct style of speech is often interpreted as rude by foreign visitors and may cause embarrassment to business people who are unaccustomed to such explicit communication. However, it is important to remember that in a business context it bears no relation to personal feelings and should not be taken as such.
Egalitarianism – An important element of American culture is the concept of equality. Despite the many differences within American society, there is a collective understanding of the notion of equality that underlines many social relationships in the US. Americans believe in having equal rights, equal social obligations and equal opportunities based on the concept of individual merit. Consequently, there is a general lack of deference in the US to people of greater wealth, age, higher social status or authority. This is evident in the way in which titles are seldom used in business environments and how Americans call each other by their first names almost immediately. Egalitarianism also contributes to the system of merit frequently referred to as the ‘American Dream’ whereby hard work deserves success and financial prosperity. This in turn can often cause a dichotomy in the workplace and office hierarchy displaying a clear distinction between management and their subordinates.
Doing Business in the US
The world’s third largest country both in size and population, the United States is a nation moving forward rapidly and successfully with its unique cultural diversity. Throughout its history, the US has experienced waves of immigration from virtually every corner of the world moulding the country into what it is today. After establishing its independence in 1776, the United States has endured civil war, the Great Depression and two World Wars to become the richest and most powerful nation state in the world. After the terrorist attacks of 11September 2001, the country had to re-define its role as the world’s only superpower whose actions are likely to be subject of heated discussions, criticism but also praise. Today, the US is considered to have the strongest and most technologically powerful economy. For those wishing to conduct business in the US, gaining a professional insight into the cultural design of this distinctive country is essential to your success.
US Business Part 1 – Working in the United States: Working practices in the United States
Structure and hierarchy in American companies
Working relationships in the US
US Business Part 2 - Doing Business in the United States: Business practices in the United States
US Business Etiquette (Do's and Don'ts)
DO address your business colleagues with a title, such as ‘Dr’, ‘Ms’, ‘Mr’ or ‘Mrs’, and their last name when meeting someone for the first time. You may find that your US counterparts will insist on using first names almost immediately which is not a sign of familiarity but simply reflects the casual business style of Americans and their emphasis on equality.
DO say ‘please’ and ‘thank you’ to everyone for even the smallest kindness. Politeness is highly valued in the United States and Americans will expect you to be as polite as they are.
DO be prepared to partake in preliminary small talk with your American counterparts at the beginning of a business meeting. This will often include topics such as sport or the weather and is seen as a way to lessen apprehension and create a comfortable environment before entering into business affairs.
DON’T expect all companies to be the same. Business culture in the US differs from company to company on many levels, including industry, region and business structure. It is advised to research as much as possible about the individual business culture of your US associates before meeting with them.
DON’T make any other form of physical contact such as hugging when greeting your American counterpart for the first time. Americans respect their privacy and personal space.
DON’T be offended or surprised if your American colleagues cannot accept a gift. Gift giving is often discouraged or limited by many US companies and therefore, most employees are unable to accept them.
US Culture Quiz – True or False
1. The ‘OK’ sign, formed by making a circle of the thumb and index finger, is used to show approval.
2. Business cards are infrequently distributed in the US and are not usually exchanged unless you wish to contact the person at a later date.
3. When conducting business in the US, it is vital to establish a good, solid relationship with your counterparts in order to secure successful future negotiations.
4. Americans have a tendency to dislike long periods of silence during negotiations and in conversations in general.
5. Slapping someone on the back is a negative gesture in American culture and should be avoided.
US Culture Quiz – Answers
1. True.
2. True.
3. False. Building company as opposed to personal relationships and getting the best deal are valued higher in American business culture.
4. True.
5. False. This gesture is often used to show camaraderie, appreciation or praise in the US and as such should be taken as a compliment.
