Cultural traditions and business communication style of France

Plan of the lecture:

1. Country background.

2. Values and attitudes characteristic of the French.

3. Business practice in France.

4. French business etiquette.

5. Protocol.

 

COUNTRY BACKGROUND

France has a population of approximately 58 million people and is the largest West European country.

History. The cultural roots of the French go back to the Celtic Gauls, who were conquered by Julius Caesar in 51 B.C. Some regions of France came under the control of English kings. The Hundred Years War (1337-1453) ended with the English expelled from France by Charles VII—aided by Joan of Arc.

The Reformation made inroads into Catholic France, primarily in the form of the Huguenots, causing a series of civil wars. Eventually, most Protestants left, and France remained a Catholic nation.

The French Revolution of 1789 abolished feudalism and absolute monarchy but failed to establish democracy, France was held together by Napoleon I, who established the First Empire. France was at war for most of his reign, which ended in France's defeat by a European coalition in 1815.

Like most of Europe, France suffered badly in the First World War (1914-1918). France entered the Second World War in 1939 and was soon overrun by Nazi Germany. The Allies landed in France at Normandy in June 1944, and the German occupation force was pushed back.

In 1957, France joined with five other Western European powers to form the EEC (European Economic Community), a common market of 165 million people largely free of tariff barriers. This eventually evolved into the European Union. France, one of the founder members of the European Union, certainly sees itself very much as a driving force of the 'European project.

Type of government. France is a multiparty republic. The head of the government Is the prime minister; the president is chief of state. The French people elect the president and the two houses of Parliament. The president, who appoints the prime minister, serves for five years. The president has a large share of the power, including the right to dissolve the lower house of Parliament, the Assemblee Nationale, and call for new elections. According to the constitution, it is the government and not the president that decides on national policy. For current government data, check at http://www.infoplease.com/ce6/world/A0819413.html.

Language and education. The French people are very proud of their language, which was the international language of diplomacy for centuries. The fact that English is now the international language of finance, science, and aviation is inconsequent. The French believe their language is still superior. Many French businesspeople speak English but will prefer to conduct their meetings in French.

It is interesting to know that in 1966, the French government established a commission to combat Franglais, a mixture of French and English which created French terms to replace words borrowed from English. Education is of great importance to the French. The educational system is almost free of charge from the primary school through the Ph.D. level for French citizens.

Religion. There is no official religion. France is principally a Catholic country (70 percent), although new immigrants are raising the percentage of Islam (5-10 percent). Many other religions, including Protestantism and Judaism, are present, and there are also many people unaffiliated with any religion.

VALUES AND ATTITUDES.

National characteristics. According to the stereotype the French are romantic, fond of good food and good art, not overly concerned about doing great business. They are more eager to argue politics and art than to do business. French culture is highly feminine which values interpersonal relationships, putting quality of life before material acquisition. It is also high-context which means that the medium is the message and not overly concerned about precise detail or communication. The French value intelligence and eloquence, French people are said to belong to a generally polychronic culture (although not all people are exclusively polychronic). Polychronic people are used to doing several tasks at the same time. They do not have to complete one task before beginning the next. Instead, they can flow back and forth between tasks easily. As they work on one task, they may decide to go back and change parts of a previous task. In a polychronic culture, the future tends to be seen as unpredictable so that tight schedules are considered difficult and impractical. Therefore, schedules are often flexible to allow for unforeseeable interruptions and changes in plans. People understand that delays are a part of life and are necessary for developing the best possible product or service. They would rather spend more time perfecting a product or service than meeting a deadline. French attitudes about time are different from most of those in Northern Europe, the United States, or the United Kingdom

Surprisingly, a French businessperson might give an excuse for being a few minutes late to a meeting, yet say nothing if he is a half-hour late. No insult is intended by tardiness. To the French, life is complex and many things occur that can cause a delay. People and relationships are always more important than a soulless schedule.

The French tend to be relationship-oriented, although this varies according to the business or profession you are operating in. In the office the French are more formal than the British, and it is easy for visitors to underestimate this.

The French believe the state represents them. From the revolution onwards, the French have seen themselves as citizens rather than subjects. Hierarchy in France is not determined by birth, but by intellectual achievements, technical preparation, diplomas and so forth. The importance of study and certificates cannot be overstated, so if you have a degree or doctorate make sure that you convey this to your French colleagues.

Rationality is an important national characteristic. You will be expected to be logical, and your arguments will be expected to be rational.

The average French citizen develops personal relationships with many people — including local sales clerks. So much is accomplished through personal contacts in France that they do not feel any obligation to be deferential to strangers.

Cultural orientation. The French will readily accept information for the purpose of debate and may change their minds quickly, but strong ethnocentrism will not allow the acceptance of anything contrary to the cultural norm. Ideas are very important to them and they approach knowledge from an analytical and critical perspective. They look at each situation as a unique problem and bring all their knowledge to bear on it.

Locus of decision-making. The French are strongly individualistic and have a centralized authority structure that makes quick decisions possible. The relationship between the participants becomes a major variable in the decision-making process. An individual's self-identity is based on his or her accomplishments in the social sphere. Individual privacy is necessary in all walks of life.

Sources of anxiety reduction. The French seem to be preoccupied with status, rank, and formality. Contacts are of utmost importance, and they may have a low tolerance for ambiguity in one's station. They feel comfortable with rules and regulations. If the French are provided with adequate details and assessments, they are more comfortable with business risks. Their attachment to a public figure gives them a sense of security. Yet, individuality is preferable to conformity. People are allowed to show both positive and negative emotions in public.

Issues of equality/inequality. An informal stratified class system still exists, but most people are middle class. People usually do not socialize across social and economic classes. Different levels of the company, such as secretarial and executive levels, are associated with different classes. So, in office life, secretaries and executives are not expected to socialize together. Superiors expect obedience from subordinates in all walks of life. Power is a basic fact of society, and leaders with the ability to unify the country or group are highly prized. Gender roles in society are fluid, and a person's status is more important than his or her sex.

 

BUSINESS PRACTICE.

France has a civil law system, rather than a common law system. Commercial agreements are short because they refer to the legal code. Many businesspeople have studied law and can draw up their own contracts. Parties to an international contract may choose which country's laws will govern it. One must be aware international law does not exist in France, the country runs following national laws. It is important to choose the correct law in the business contract. In international contracts the French will often go to arbitration in order to settle disputes.

The French government has played a central and vital role in the shaping and direction of French companies ever since the end of the Second World War.

There is certainly more bureaucracy and more lengthy procedures to be respected, for example than in the UK. The Napoleonic code mentality is at play again: there are rules and regulations that apply for every single situation.

The French state is well organized and on the whole efficient. There arte higher taxes, but excellent public services: health, education, transport etc. The French love credit cards, numbers, codes.

The 35-hour working week introduced in the Socialist era in an attempt to create more jobs has effectively been relaxed in France for private companies. They can now offer employees up to 13 hours overtime, allowing them to put in up to 48 hours a week - the maximum allowed by the European Union.

Building relationships is important in French business, and it's a process that French people do not like to rush. Lunches and dinners are important opportunities to develop these bonds. Although shorter lunch breaks are becoming more common, much of France stops work between 12 noon and 2pm, and in August many firms close down for the annual summer break. Indeed, except for the tourist industry, France virtually shuts down in August. Try to conduct business during other months. The best times to schedule meetings are around 11:00 a.m. or 3:30 p.m.

The boss represents authority in France. The boss should not be too casual or social with his employees. If the boss is too relaxed, the employees lose their respect for his or her authority.

Appointments. The purpose of business meetings in France is coordination, briefing and allocation rather than to arrive at decisions. Given the French desire to debate intellectual propositions as well as practical points, you should outline the general principles of your idea before you get into the details. Rationality and logic are important to them: simply having a “warm feeling” for something will not do, so one should go in armed with plenty of knowledge about your product. An agenda might be circulated, but no one will expect to keep to it. French meetings can be long and wordy, and the debate can become an intellectual exercise. The French believe that clarity of thought is achieved through intensive discussion, so it is important not to rush the proceedings. Expect to be questioned if there is imprecision in your proposition. The French enjoy using wit in business discussions, but avoid criticizing France. Assume a relatively short attention span of about 20 minutes when you are addressing a French audience, so keep your presentation moving briskly. Stress the style, imaginative features and elegance of your idea or product, and expectative audience involvement and questions.

The French are precise when it comes to examining information and proposals. Bring plenty of information in written form for your French counterpart to examine. Direct questions may sound abrupt ‘What are you saying exactly? What is this expected to do?’ They are in reality probing questions. Strong statements are being made: ^‘ I disagree totally!^’ where a British counterpart might have said: ‘I fear we might not be seeing eye to eye on this one^’. It is simply a clear statement of position. No hard feeling involved. Do not take it personally, Don't lose your temper, just respond in kind. Make your views and how you feel known, clearly.

On the contrary, the French are very formal and very polite in writing. They do like to waste time with little formalities and courtesies and lots of letters to and fro. A business letter demands an appropriate introduction, a main body, and a conventional conclusion. It is a very formal business! Where a British business person would end his letter with ‘ yours sincerely^’, or even ‘regards’, his French counterpart will end with a formula like this: literally, it means: ‘I pray you, Sir/Madam, to accept the expression of my most distinguished greetings’, It is acceptable for an email to be sent to a business partner, but be aware that it is considered less formal.

Meetings are usually formal occasions. Expect a hierarchical seating arrangement. It is important to dress appropriately and smartly. It is as statement of position, power, hierarchy, all important to establish in France! Surnames and formal introductions are used, and jackets are usually kept on. The style of the meeting will probably be polite and formal: use respect at all times. The French like to find out your position without revealing theirs until late in the discussion. Their approach is likely to be perceptive and opportunistic, but cautious.

Fairness, political correctness, team spirit are not strong themes in French business culture. Life is expected to be unfair (‘C’est la vie’).

Always make appointments for both business and social occasions. Be punctual, although the French are more relaxed about time especially in the South.

Negotiating. Arguments tend to be made from an analytical, critical perspective with eloquent rhetorical wit and logic. There is a great love for debate, striving for effect rather than detail and image over facts. Eye contact among the French is frequent and intense—so much so that some Asians and North Americans may be intimidated. During negotiations, the French may want to express every possible objection. It is not necessary to respond to each and every single statement—French conversational habits encourage all opinions to be voiced, even if they are not critical to the outcome. Before you ask for directions, assistance, or just plain information, apologize for not speaking French!

Capturing and exchanging written understandings after meetings and at key negotiation stages is useful since oral statements are not always dependable. Although interim agreements are usually kept, do not consider them final. Only a final contract signed by both parties constitutes a binding agreement. While your counterparts will expect you to keep all your commitments and respond harshly if you fail to do so, they may not always fulfill their own obligations to the letter.

The French are known for their formal and reserved nature, A casual attitude during business transactions will alienate them, During negotiations, the French may make you seem to be the petitioner, thus putting you in the weaker position. Hierarchies are strict. Junior executives will pass a problem on to a superior. Try to cultivate high-level personal contacts. Women should not mistake French gallantry for condescension. Do not start a conversation by asking personal questions. Do not mistake a high-pitched voice and excited gestures for anger; they usually just mean great interest in the subject.

It is important to be correct in style and manner and to be seen as professional in France. French companies take time to reach decisions, and prefer to examine a problem or proposition from every angle. It is considered rude to end a meeting if the business to be conducted has not been concluded, which can affect overall punctuality. There is a stress on comprehensive, well-structured and well-written reports and studies.

4. BUSINESS ETIQUETTE

Business card. Always present your business card. When receiving the cards of others, treat them very carefully. One side can be in English, with the translation in French on the other side. On the French side, include any academic credentials and your school if it is a prestigious one.

Business entertaining. Business entertaining in France is usually formal in style and takes place in restaurants. It is important to establish a ‘rapport’ to facilitate business. To build a positive personal relationship is the best way to be trusted, so time spent to make friends is time well spent. However - this is still business – do not confuse this advice with the idea that you and your family should mix with business colleagues ‘out of the office’. French people keep their private and public lives very separate, and tend not to invite visitors to their homes until real bonds have been established. Business colleagues usually socialize in restaurants or other public places.

For social entertainment, the French rarely throw parties, It is much more common to have a small dinner party where everyone sits down together to eat. The informal come and go style is not popular.

Eating and drinking well are quite central to the all-important quality of life in France, A ‘dejeuner d'affaires’ can be a time-consuming affair, but generally it will be a pleasant experience! In France, you are more likely to go to a top restaurant (at the expense of the company or the government), seen in France as part of the benefits of business. However, do not raise business concerns before the end of a meal. Keep your distance, especially if you are in a senior management position.

The French have a great appreciation for good conversationalists. A rule true all over the word if you want to endear yourself to the locals is praise, do not criticise. France is no exception here.

Business can be conducted during any meal, but lunch is best. Business lunches usually last one to one and a half hours. Dinner is late (8:00 or 9:00 p.m.).

Do not drink hard liquor before meals or smoke between courses. The French believe this deadens the taste buds.

Smoking is a declining habit even among the French, although you'll often see people lighting up at the table, and certainly in the bar, without any embarrassment. Drunkenness or over-familiar talk after too many glasses is not seen as cool by the French. Chewing gum at meetings and social events is considered rude.

The French have a great respect for privacy. Knock and wait before entering into a room. Additionally, do not "drop in" unannounced. Always give notice before your arrival.

PROTOCOL

Greetings. Always shake hands when being introduced or when meeting someone, as well as when leaving. The French handshake is brief, and is accompanied by a short span of eye contact. In general, the woman offers her hand first. French handshakes do not usually involve a strong grip. In social settings, with friends, expect touching cheeks and kissing the air, Saying ‘Bonjour monsieur’ or ‘Bonjour Madame’ is important in greetings: It preserves a degree of formality until you get to know people.

Titles/form of address. Find out the titles of older French people you meet and address them in that way, both during the introduction and in the course of conversation. Even simple titles like "Madame" should be used as you converse, whether in English or French, Use "Madame" for all women except young girls. Do not use first names until you are told to do so. Do not put off by the use of last names; it does not mean that the French are unfriendly. The French sometimes say their last names first, so that Pierre Robert might introduce himself as "Robert, Pierre." Business women found business gentlemen 'charming'. Paying personal compliments to a woman is accepted as a due by French women, and not found discriminatory. Remember that this is the French way, rather than an anti-British or ‘sexist’ attitude.

Gestures. The "thumbs-up" sign means "okay"; the North American "okay" sign (forming a circle with thumb and forefinger) means "zero" in France. Slapping the open palm over a closed fist is vulgar. To call for the check, make a writing gesture. Men may still stand up or make a move to stand up when a visitor or a superior enters the room.

Gifts. Do nOt give a business gift at your first encounter. Avoid gifts that are either too lavish or too skimpy, as well as gifts with your company logo. Good taste is everything. You can insert a business card with your gift, along with a small card that states: "with the compliments of Mr./Madame... "

Great gifts: flowers, in odd numbers and not yellow; also avoid chrysanthemums (associated with funerals) and carnations (may be seen as a sign of bad will), chocolates or liqueur.

Avoid giving: wine - it may suggest they do not know their vintages. By bringing your own bottle, you may inadvertently communicate that you have doubts about the quality of his or her wine cellar.

Dress. Clothes are very important in France. This is not surprising; the very words used in English to describe fashion — ^“ haute couture," "chic," etc, are from the French language.

Affluent executives purchase the best suits and styles possible. The French also tend to have excellent posture, which makes their clothes look even better. In the north and in the winter, men should wear dark suits. Patterned fabrics and dark colors are most acceptable, but avoid bright colors. French businessmen do not loosen their ties or take off their jackets in the office. Women should also avoid any glitzy or overpowering objects, such as flashy jewelry.

One thing that is common is the need to appear well-presented. Dress codes vary with position within the company, industrial sector and region in France. The higher the position within a larger organisation, the more formal will be the dress code with formal suit and tie being worn. The further south one travels, the more informal business dress becomes, with open shirt and slacks being the norm. Appearances are important at all times in France.

 

Five Ways to Succeed	Five Ways to Fail
Understand the free market v social contract debate in France	Do it all in English - if you have no French,
Show appreciation of French culture	Ignore the French intellectual approach
Make sure that French guests eat and drink well	Swear and drink too much
Maintain a degree of formality until you're invited to use first names	Dig up the old cliches about Anglo-French conflict
Be logical and consistent in negotiations, and when you reach a decision, stick with it	Decline lunch invitations and buy a sandwich to eat at your desk

 

 

LECTURE 4