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9 Cultural aspects<br />
9.4 German business culture 23<br />
Germany is a large country and business culture and etiquette varies between the<br />
different industries, age group and regions. However, in general, is German business<br />
etiquette more formal than in Norway. Germans praise politeness, punctuality, planning<br />
and preparedness. Politeness and punctuality is a sign of respect and credibility, and<br />
planning and preparedness are meant to reduce risk, increase efficiency and<br />
communicate expectation on the different parties. Decision making tends to take longer<br />
time than in Norway as Germans like to evaluate eventualities and risks. On the other<br />
side, German partners act as planned and rarely cancel an agreement. Presence in the<br />
market and establishment of long term business relations are important for success in<br />
Germany.<br />
The dress code is understated and relatively formal and conservative. A firm handshake<br />
is the traditional greeting form both before and after a meeting (also with children). In<br />
contrast to Norway, Germans address people with the person’s title (Herr, Frau, Dr. etc)<br />
and their surname. Germans normally do this until they are invited to use first name.<br />
This is a sign of respect and is even maintained for personal relationships for a long time.<br />
Facts and figures to back up statements are important in business meetings as well as in<br />
marketing campaigns.<br />
Table 14: General German business characteristics<br />
1 2 3 4 5<br />
Business culture in general formal x Informal<br />
Communication formal x Informal<br />
Non verbal communication formal x Informal<br />
Time and planning rigid x non rigid<br />
Business protocol & etiquette rigid x non rigid<br />
Marketing moderate x aggressive<br />
Source; Innovation Norway<br />
9.5 Special cultural aspects within the leisure boat market<br />
As we will present in the following chapters, the German leisure boat market is fairly<br />
regulated (chapter 10). There are relatively strict requirements for driving and renting<br />
<strong>boats</strong>, and many products on the market seem to focus safety and security. Still, it is not<br />
uncommon to hear that there actually is a lack of focus on safety.<br />
23 This section is based world business culture (2010), as well as the reflections of IN Hamburgs staff.<br />
INBDP 2010 <strong>Leisure</strong> <strong>boats</strong> Germany 38
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