Remember the order of adjectives when describing things

Opinion	Fact
	size/ length	shape/ width	colour	where it’s from	what it’s made of
Stylish	spacious	oval	black	Turkish	leather	handbag
beautiful	big	square	brown	Italian	leather	folder

Task: Prepare a presentation of your product.

Summaries

When you summaries something, you express the most important facts or points about something in a short and clear form.

Writing a summary involves:

- Selecting the most important ideas or facts from a text.

- Rewriting those ideas/facts in a short, concise form, using your own language.

- Producing a text which is shorter than the original – usually at least half the number of words.

Abstract is a summary of the contents of a book, article, or formal speech, indicating the value of the material presented

Module 5. CULTURES

Culture is the beliefs, way of life, art, and customs that are shared and accepted by people in a particular society. Cultural awareness is much more than simply knowing about a country’s history and geography. It is about understanding how and why cultures work differently. It is also important to understand your own cultural make-up in order to work more effectively, maximize teamwork and strengthen global competence.

World languages

From 14,000 languages in the world 500 years ago, there are now under 7,000. Most are spoken by small numbers of people, while half the world’s population speak one of the top as their first language.

The world’s top five languages, by estimated number of speakers

As a first language As a first or second language

1. Chinese (Mandarin) 873m	1. Chinese (Mandarin) 1052m
2. Hindi 366m	2. English 508m
3. Spanish 322m	3. Hindi 487m
4. English 309m	4. Spanish 417m
5. Arabic 206m	5. Russian 277m

Unlike English, Chinese is mostly spoken as a first language, but around 30m people around the world are learning it, and that number is increasing fast. One major reason is the growing economic importance of China.

For higher education

Two to three million people a year study in another country. 53% of them are taught in English, followed by 11% in French and 9% in German. The number of international students going to English-speaking countries is falling, and more people are studying in English in other countries. Chinese is likely to grow as a language of higher education.

For business

The world’s largest economies

Estimated)

1. USA	1. China
2. Japan	2. USA
3. Germany	3. India

What language or languages do you think will be most useful in2050?

- For travel or tourism? - For higher education? - For business?

How important are the following things when doing business in your country?

Are they a) important, b) not important or c) best avoided?

- Exchanging business cards	- being formal or informal
- Shaking hands	- being punctual
- Bowing	- humor
- Kissing	- eye contact
- Small talk before meetings	- giving presents
- Accepting interruption	- being direct (saying exactly what you think)
- Using first names

- Here is for you the short texts about making appointments, negotiating and business dressing in Japan, Italy, and Brazil. Compare the information of the texts and make up a short summary.

Japanese business style

Making appointments.If you want to make an appointment, but don’t have a connection, a personal call will be more effective than sending a letter. Moreover, a letter requesting an appointment might go unanswered. Punctuality is necessary when doing business here; the Japanese believe it is rude to be late. In Japanese business culture, the working week consists of 48 hours without overtime pay, completed in five and a half days. Larger firms have initiated a five-day week.

Negotiating.What you should know before negotiating. Connections are very helpful in this country, but choose your intermediaries carefully: the Japanese will feel obliged to be loyal to them. Select someone of the same rank as the person with whom he or she will have dealings. Moreover, an intermediary should not be part of either company involved with the deal.

If you know a highly respected, important person in Japan, use his or her endorsement and connection. Before you enter into negotiations, request a consultation, and then ask if you can use the endorsement and connection to further your business efforts. This method of using connections is standard practice among Japanese business people.

Business cards (“meishi”) are an important part of doing business in Japan and key for establishing credentials. Bring a plenty supply, since your Japanese counterparts will be keen to exchange them.

One side of your card should be in English, and the reverse in Japanese. It is an asset to include information such as membership in professional associations.

Cards are presented after a bow or handshake. Present your card with the Japanese side facing up.

People of high rank often have their business cards presented by subordinates.

When you receive another person’s card, make a show of carefully examining it for a few moments and then remarking upon it. Accepting a business cad and then stuffing it into your pocket is considered disrespectful. Writing on a business card is also perceived negatively.

Be especially respectful to your older Japanese counterparts - age equals rank in Japanese business culture.

Negotiations generally have an atmosphere of grave seriousness. However, light conversations as well as light humour are common before meetings or during breaks. Western style jokes should be avoided.

Guidelines for business dress.In Japanese business culture, men traditionally wore conservative suits, typically in blue or grey, with a white shirt and dark tie. Suits are still conservative in medium-sized and larger Japanese companies and government offices, but pastel shirts are now common.

The foreign business in Japan can wear whatever shirt he usually wears… without any negative impact.

Business women should dress conservatively and use jewelry, perfume and makeup only sparing. It is now common for many Japanese women to wear slacks, pant suits and high heels at work, depending on the kind of work they do. Some old-line companies continue to dictate a conservative style.

Summers in low lying areas of Japan are hot and humid. It’s a good idea to pack several changes of clothes, as this culture places an emphasis on maintaining a clean, neat appearance.

Italian business style.

Making appointments.Given the choice, Italians would prefer to do business with even a superficial acquaintance rather than a complete stranger. Since familiarity is so important in Italian business culture, ensure that you find a well-connected contact who can establish the right introductions on your behalf.

In Italian business culture, punctuality is not as much of priority. As a visitor, however, it is usually a good policy to arrive on time. Be prepared to wait 15-45 minutes before your Italian counterpart appears or lets you into his office. Consequently, you may want to bring work, a book or another diversion to fill the time while you wait.

In many cities, such as Rome, there is a long break lasting as long as two hours, from 1:30h.m. to 3:30 p.m. Business is often discussed during this break, over lunch.

Generally, the best time to plan appointments are between 10:00a.m. and 11:00 a.m., and after 3:00 p.m.

Be aware of summer vocation periods. Most firms are closed in August. If you write for an appointment in mid-July, you may not receive a satisfactory reply until September.

Many Italian public holidays follow those of continental Europe butt are usually different from the US, UK and Canada. It is worth checking while planning a trip that a public holiday does no fall in the middle of it as the company and the whole region may close down that day.

Negotiating.Most Italians in Italy do not spear English well, so you will probably need a translator in business situations.

If your Italian counterpart does speak reasonable English it is worth ensuaring that your presentation materials and discussions are kept clear and simple. It is high unlikely that he or she would admit to not understanding parts of the conversation.

When selecting your negotiating team, be aware that Italians generally prefer to do business with only the most important people in any organization. The use of business cards is common and you should have your card translated into Italian on the reserve side.

Moreover, ensure that any advanced educational degrees and your full title or position are featured on both sides of your business card. Italian businesspeople will want to know that they are dealing with an important person.

Guidelines for business dress.Dressing well is a priority here. Your clothing will be perceived as a reflection of your social standing and relative success, as well as your competence as a businessperson.

Generally, dress tends to be on the formal side for both men and women, whether in business or social situations. Do your best to make your clothing choices that are both tasteful and stylish.

Men should wear expensive, sophisticated ties and well-cut dark suits.

Men often wear accessories such as cuff links, tie clips, and stylish watches.

Women are advised to dress simply and wit elegance. Accessorizing is also widely practiced here.

The most commonly worn colours are darker, subdued shades. Brighter colours should be reserved for accessories.

Perfumes and colognes are frequently used by both men and women.

The initial meeting is usually conducted in the office, where your Italian counterparts will make an assessment of you, your proposal and company. The goal, at least for the initial meeting, should be to cultivate feelings of respect and trust between yourself and you Italian colleagues.

Brazilian business style.

Making appointments.Brazilians conduct business only through personal connections. There must also be an implicit understanding that the business relationship will be long-term.

Before putting the resources into a trip, hire a Brazilian contact in your industry that can help you make the right connections. You can find such a person through the Department of Commerce, the American Chamber of Commerce in Brazil, or international organization to which you may already belong. This person will unravel the paperwork gridlock, not help you with setting up meetings. For that you should look for the chamber of commerce or consultants that specialize in this type of business. Trade shows are very good “feel” for the country’s business environment.

Make appointments of any kind at least two weeks in advance. Showing up in an office without an appointment is unacceptable in Brazilian business culture. This is especially true if the person you are there to see is a director of higher position.

Generally, the best times to schedule appointments are between 10:00 a.m. and noon, and 3:00p.m. and 5:00 p.m.

· Avoid scheduling any appointments around “Carnival”.

Poor punctuality is characteristic of Brazilian business culture. Also, traffic in the main cities is chaotic and most of the time is responsible for the delays. But business travelers should still make the effort to be punctual. Always arrive on time for a business meal or meeting at a restaurant. Usually, Brazilian business protocol demands punctuality on these occasions.

Negotiating.Portuguese is the dominant language in Brazil. Be aware that Brazilians do not perceive themselves as Hispanics, and will only take offence if addressed in Spanish. But if you do speak Spanish you may ask to speak it, and they will accept it better. In Brazilian business culture, English is widely spoken.

Be aware that it will probably take several trips to bring the negotiations to a satisfactory conclusion.

Bring a plentiful supply of business cards, since Brazilians tend to be very keen about exchanging them. Ensure that your business cards, promotional and presentation materials, or any other documents required in your dealings are printed in both Portuguese and English.

An important part of Brazilian business protocol is to begin a meeting with good-natured “small talk”. Delving immediately into business will only cause annoyance.

Generally, Brazilians are open to discussing a wide range of subjects, particularly in a business context. They tend to be reticent, however, about discussing their private lives.

Guidelines for business dress.To feel comfortable in Brazil’s sweltering, tropical climate, wear clothing made of light materials and colours that will help keep you cool. Light cottons and similar natural fibers are usually reliable choices.

Keep in mind that the seasons in Brazil are opposite to those in North America; June/July and August is winter and December/January/February is summer.

Appearance is vital in any business culture, however in Brazil the subtle differences are more acceptable; for instance you may wear jeans and a nice shirt and blazer to a meeting and be totally accepted.

If you are wearing a three-piece suit in winter it is fashionable, but not in summer. Most Brazilian suits are tailor made and that is what distinguishes your position. One distinguishing factor is if the materials in your suit are local or imported.

Men should wear dark suits in black, charcoal grey or navy blue, light colours in the summer are acceptable. Select ties that are well-made and conservative,

Ensure that your shoes are polished and kept in excellent condition.

Wardrobe for women includes conservative dresses, suits, pantsuits, skirts and blouses.

Women’s nails should be well cared. Makeup is not a strong feature among Brazilian women, who lean towards the natural look. That famous little black dress‘’ is perfect on all occasions.

The colours of the Brazilian flag are green and yellow. Wearing this colour combination will only make you an object of ridicule. Or, on the other hand, you can say it is an homage, which will be very well accepted.

Now read the notes on Chinese business protocol. How does each piece of advice compare with the situation in your country?