Sestava 1 - VysokÃ¡ Å¡kola obchodnÃ v Praze

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are aware of the fact that the other party cannot match it (if we cannot reciprocate the present it is better to return it politely), or of overly personal nature. In conclusion it is safe to say that the Czech Republic has gone a long way in this area over the last years despite some persisting deficiencies. Business people and managers have come to appreciate the importance of abiding by the rules of business protocol and realize that it is in their own interest. Practice shows that the knowledge of business protocol and adhering to its rules enables business people and managers to achieve smooth and swift advance along their career path. The mere knowledge of these rules unaccompanied by other skills indispensable for professional growth is not enough. Albeit their reliable appearance, perfect manners and fitting attire a business person will hardly amaze their partner unless they profess due education in the sphere of their activity. Business protocol should, thus, be perceived as a kind of tool on the uncompromising field of business or even better, as an advantage to be used against those who underestimate it. In the Czech Republic it is in the context of small and medium-sized companies that we encounter greatest want for improvement in the area of etiquette and problems related to inappropriate conduct and behavior. It is usually the new employees who are ignorant of business protocol and the specifics in the behavior of foreign business partners. In fact, big companies and corporations often have binding ethical codices and their employees have been undergoing special courses and trainings for several years now. The employees of state administration have also undergone a series of courses. When dealing with the smaller of the Czech companies some of the more experienced employees of big foreign corporations tend to act in a patronizing way and openly indicate their lack of adherence to etiquette to them. References [1] Borunkov, A. F.: Diplomatičeskij protocol v Rosii. Moskva, Meždunarodnyje otnošenija, 2000. [2] Broddy, M.: Business Etiquette, New York : McGraw-Hill, 1994 [3] Dresser, N.: Multicultural Manners: New Rules of Etiquette for a Changing Society. John Wiley and Sons, 1996, USA [4] Du Pont, M. K.: Business Etiquette and Profesionalism. Atlanta, GA 30 338, 2005 [5] Ferdandéz, F.: El arte de protocolo. Madrid, OBERON, Grupo ANAYA, S.A.2002 [6] Freeman, Ch.W., Jr.: The Diplomat´s Dictionary. Washington, D.C., United States Institute of Peace Press, 1997 [7] Gullová, S., Mullerová, F., Šroněk, I.: Společenský styk, obchodní a diplomatický protocol. Praha, Nakladateslství Oeconomica, 2004. ISBN 80-245-0664-5. 59
[8] Gullová, S., Mullerová, F., Sato, A., Zamykalová, M.: Obchodní jednání v zemích EU. Praha, VŠE, 2002. [9] Gullová, S., Mullerová, F.: Mezinárodní obchodní a diplomatický protocol. Praha: Nakladatelství Oeconomia, 2006 a 2009 [10] Guth-Jarkovský, J.: Pozdrav – společenské úvahy. Praha, Hejda a Tuček, 1924. [11] Ječný, D.: Brevíř moderního člověka. Praha, Svoboda 1970. Ing. Soňa Gullová, Ph.D. Vysoká škola ekonomická v <strong>Praze</strong> Katedra mezinárodní obchodu Nám. W. Churchilla 4 130 00 Praha 3 Czech Republic www.vse.cz Gullova@vse.cz Ing. Soňa Gullová, Ph.D, has long been devoted to the problems of Intenational Trade Negotiations and issues of Business and Diplomatic Protocol. She is the autor of numerous publications on the subject, teaching courses at universities, occasionally training managers in both private and public sector. 60
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ISSN 1804-5650
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