(Bk Business) Carol Kinsey Goman Ph.D.-The Nonverbal Advantage_ Secrets and Science of Body Language at Work -Berrett-Koehler Publishers (2008)

150 The Nonverbal Advantage
eliminate the discomfort people may feel if the interpersonal
distance is too great (standoffish) or too close (intrusive and
pushy). It might also help you avoid being backed across a
conference room!
Context versus Content Cultures
In context cultures (Mediterranean, Slavic, central European,
Latin American, African, Arab, Asian, and American Indian),
much of the message is left unspecified—to be understood
through the relationship of the participants, the nonverbal
cues they send, and a between-the-lines interpretation of
what is actually said. By contrast, in content cultures (most of
the Germanic and English-speaking countries) messages are
expected to be explicit and specific. The former are looking
for meaning and understanding in what is not said—in body
language, in silences and pauses, and in relationships and
empathy. The latter place emphasis on sending and receiving
accurate messages directly and by being precise with spoken
or written words.
People from context cultures tend to view personal bonds
and informal agreements as far more binding than any formal
contract. People from content cultures don’t believe the
deal is finalized until everyone has signed on the dotted line.
And therein lies the potential for conflict.
When Lee Iacocca was running Ford Motor Company, he
wanted to buy Ferrari. Some of Iacocca’s top people went to
see Enzo Ferrari, and they came to an understanding: Ford
would acquire the production side of Ferrari. The deal was
made on a handshake. Soon, though, Ford’s attorneys arrived
in Italy with contracts, and an accounting crew arrived to
take inventory. This was normal business procedure for the
Americans, but Ferrari was insulted. After all, he had an
understanding with a gentleman, not with a group of attorneys
and accountants! The deal fell through.