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Shelby Cielak

Katina Petsas

Human Communications

11 October 2016

Cross Cultural Communication Differences between America and Germany

America is known as the melting pot because it accepts people from all cultures across

the world. Having that reputation, the people need to make an effort to keep healthy relationships

with countries everywhere, especially those they do business with. Americans tend to only think

about their way of life though. For example, when Walgreens wanted to expand to Germany they

assumed they could put up stores modeled exactly like the ones in the U.S. That was not the case

and Walgreens was quickly rejected in that country. It is the responsibility of a business to do

their research before conducting business anywhere in the world, even in countries that may

appear to have similar methods.

Language, both verbal and nonverbal, play a huge role in the business world and knowing

how other cultures interpret these forms of communication is extremely important.

Understanding and respecting the culture of the countries the U.S does business with will only be

beneficial because they will profit from expanding. The American speech is quick and mobile

which reflects the speed and agility of the young USA. But that is not the case with other

countries. For example, German word structure is very important and takes concentration and

thought. It is said they are the best listeners in the world because they understand how complex it

can be to make a sentence and have everything come across clear and concise (Lewis 107).
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As stated in Blunders in International Business, “Good communication linkages must be

established between a company and its customers, its suppliers, its employees, and its host

governments. Poor communication networks can and have caused difficulties” (Ricks 7). The

more informed people are, the better businesses can be conducted across cultures, but people.

The first solution to this problem is to become more education in languages because words are

how one communicates. “One of the factors leading to poor communication is often overlooked;

the nationals of each country use their language and speech in a different way” (Lewis 94). A

person does not need to be fluent, but have knowledge of the way the culture uses their language.

While considering whether or not to conduct business with another country something

important to keep in mind is everyone wants to reach the same end goal: To create profit for the

company and better their reputation. Everyone has the same concerns as well; human rights,

population, social development, and gender justice. Technology has made it easy for countries to

communicate with other businesses across the globe and help share these common values and

concerns (Enderle 33).

Ethics in business is something that can be carried across cultures as well. No matter

where one goes, behavior to customers, treatment of employees, environmental sensitivity, and

international bribery are always going to be an ongoing topic of concern in businesses. It is

found in the history of Western ethics is the tradition of directing our attention not only to moral

actions but to moral decision making. The person who can make the correct choice and act on it

is the type of employee a lot of different companies look for across the world (Enderle 249).

When planning a business meeting with an important German company, the proper

measure have to be taken and research must be done in order for it to go smoothly. The first tip

one would come across while researching German Business meetings would be to pay attention
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to time. Much like Americans, being punctual for appointments is a necessity. If one believes

they will not make the start of the meeting or will be absent, a phone call is a must (Lewis 71).

This is a topic in business where America and Germany are very similar, but once the meeting

starts things will start to differ.

While explaining the business offer that is on the table, it is important that Germans are

presented with everything written out and in front of them. This is an area where Americans

might fall short because at times they rely on verbal explanations and instructions. Business

professionals expect an in depth detailed description about what is being explained so there is no

room for misunderstanding and error (Lewis 210).

Now when the pitch or negotiation starts, speaking terms can be another difference

between the two countries. When starting a business meeting, Americans like to break the ice by

cracking a joke or initiation small talk; that is not something to do in a meeting with Germans

(Lewis 211). They appreciate focusing on the business at hand. Hierarchy and status is very

important to the Germans and the order in which people sit and speak is noticed. They also tend

to repeat things a lot because of their fear a misunderstanding so patient is required while

conducting business with them. Each member will only talk about his or her area of speciality

and will not question the statements of their co-workers. If there is a disagreement in the

conversation, it will be taken care of during a break outside of the conference room. The facial

and body language can be watched though in order to tell if there is a difference of opinion

amongst the group (Lewis 210).

Coming to terms for an agreement with German groups can be difficult for Americans.

Germans do not like to compromise because they believe they are the most honest, reliable and

sincere people in the world. They believe they can provide the best offer for both business and
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would rather calmly negotiate than harshly exchange offers. Another common occurrence is that

German companies do not like to make a final decision at the time of the meeting, they prefer to

discuss in private and get back to the other company about their decision at a later date (Lewis

211).

A concept that can be contradicting is how apologies and criticism are accepted. If a

presenter from America makes a mistake, it is expected of them to make an apology because

Germans like receiving them. They will happily point out mistake or give constructive criticism,

but not to be mean; they are trying to help to fix all problems that may occur. The important

thing to remember though is the Germans themselves are extremely sensitive to criticism so

where as they point out flaws in an American's presentation, it is not at all acceptable to point out

a mistake on the German’s side of the deal (Lewis 211).

Management is run differently in Germany that one might think. In America, it is not

unusual for a boss to be open, friendly, and wanting to connect with his or her company in order

to make it run as smooth as possible. It is also likely that a superior will hand out multiple tasks

at one time, expecting them to be done simultaneously. In Germany these concepts are carried

out differently; a German boss is very closed off and extremely private. He or she relays on the

chain of those under him or her to communicate with others. When tasks are given out, only one

is assigned at a time because it is expected that the employee focuses solely on that project.

Single-mindedness is admired in Germany (Lewis 72). Vertical communication across different

departments is simply something that does not happen. Communication among German

companies are strictly vertical; one only talks with the person above or below them (Lewis 209).

Business meetings can also be conducted outside of the office at someone’s home. There

are certain precautions that need to be considered before attending this style of business meeting.
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If there is a woman of the house flowers should be brought as a gift but there is a very particular

way of going about this. Red roses imply romantic implications similar to the U.S. but an even

number or thirteen flowers should never be given as a gift. The flowers are then unwrapped in

the entrance by the guest and presented to the hostess (Axtell 60). Another thing to be expected if

for possessions and property to be showed off. Germans take pride in solid things such as

buildings, furniture, cars and clothing and expected Americans to take pride in these things as

well (Lewis 209).

It is important to remember how to properly conduct business with other cultures, but

how an idea or product is sold is another thing to be considered as well. The best example of this

scenario happened in 1927 when the company Studebaker introduced a new line of cars called

the “Dictator” but had to be discontinued nine years later when political problems arose in

Germany and Italy (Ricks 35). Checking the meaning of products is important when trying to

sell. Germany created a beer that went by the name EKU and was meant to be sold in West

Africa. This was not a popular product at all in Western Africa because EKU is slang for

“excrement” and the name was quickly dropped (Ricks 37).

Cultural difference in advertising have to be closely monitored as well. An American

corporation thought it would be a fun idea to use old coins and recycle them with a picture of

their logo and credit the coin as a fake one billion dollars. As this form of advertisement was

handed out in Germany, they believed the fake one billion dollars was a way for American to

brag and say they were better than Germany (Ricks 48). Another example of misunderstood

advertising is when Goodyear Tires wanted to express that their tires are strong enough to break

through a metal chain. What they were not aware of is that it’s illegal in Germany to imply

another product is superior, in this case the tire (Ricks 127).

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Not all companies trying to advertise in other countries fall short though. Goodyear

learned from their mistakes and learned from their research that agile performance is extremely

important in Germany so they advertised their tires to meet this want (Ricks 56). A gum

company altered their spelling of Spearmint in Germany so that the flavored translated the same

(Ricks 40). Mcdonald's has altered their menu in Germany so that they sell beer to appeal more

to the German culture.

Looking across cultures can be intimidating at times, but is something that is necessary

for those in the field of business. A company can be considered good if they are well liked in

their own country and among their own, but a great company is loved around the world and can

be accepted by all. Cross cultural communication in business in unfortunately something that is

often overlooked and can cause a lot of upset between people. When a company takes the time

and money to research another cultural they wish to do business with, it will benefit them in the

end.
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Axtell, Roger E. Do's and Taboos around the World. New York: Wiley, 1993. Print.

Enderle, Georges. International Business Ethics: Challenges and Approaches. Notre Dame, IN:

U of Notre Dame, 1999. Print.

Lewis, Richard D. When Cultures Collide: Managing Successfully across Cultures. London: N.

Brealey Pub., 1996. Print.

Ricks, David A. Blunders in International Business. Cambridge, MA, USA: Blackwell Business,

1993. Print.