Business Card Etiquette in a Cultural Context
Summary
Cultural differences continue to dominate the fast paced world of business and constitute a key factor to be borne in mind from the standpoint of achieving any measure of success. Cultural differences come to the fore when business executives undertake business travel abroad to establish new contacts. The importance of gaining a clear understanding into the etiquettes of different cultures is often overlooked, despite growing evidence pointing to the high impact that correct etiquette can have on business outcomes. Business card etiquette seems on the surface to be a simple custom, yet it plays a major role on improving your business prospects.
History of Business Cards
A business card is a symbol of your corporate identity, and can create a lasting impression when you meet with important clients in a foreign country. Business cards have been around for a long time. Early colonists would imprint their name and vocation on a calling card and distribute them. This paved the way for the usage of trade cards and visiting cards, and consequently the use of business cards began to assume significance. Every country has its own form of business card etiquette, which may go to reveal an individual’s position or rank within the organisation he or she represents. In France, it is customary to give business cards first to the receptionist or the secretary and later, to each person you meet, individually. In Russia, however, business cards are always exchanged with business associates during business meetings.
Business Cards in Malaysia
Business card etiquette in Malaysia follows the Chinese way of treating business cards, because so many Malaysian business people are of Chinese origin
* Malaysians usually make a mention of their educational and professional qualifications and business title on their cards
* Present your card to all present, after the necessary introductions are completed
* Your business card should be given using your right hand, with the left hand supporting your right
* The reverse side of your card should be in golden letters in Chinese script, which is the colour signifying prestige and power
* Hand your card to the recipient with the Chinese print facing upward
* The recipient is expected to take some time to read through the details on the card
* The card must never be set aside or put into your pocket, but must instead be placed on the table
* To write on another person’s business card is considered an offence
Business Cards in Europe and the UK
In the UK and Europe, business cards are simply a way of giving and receiving personal details.
* Business cards must be maintained with care
* There is no formal ceremony involved in giving and receiving cards
* It is not customary or necessary to give cards to everyone you meet
* It is not offensive to put a business card into your pocket
* Business cards are used both for business and social purposes
The protocol for exchanging business cards is thus far more relaxed in Europe and the UK than in Japan and China.
Different Culture-Different Etiquette
To be able to communicate effectively across cultures with a universal language is well nigh impossible. Understanding the etiquette of different cultures can go a long way in bringing about the desired outcomes in the world of business. Business etiquette and behaviours can vary in each country, but the convention of exchanging business cards is now all pervasive and marks the first step in building relationships in the world of business. In some western countries, the business card is viewed as just a source of information about the giver to be set aside for future use, and the exchange of cards is a casual gesture. In these geographies there are no preset rituals for exchanging business cards, while in Japan business cards are treated with deference and exchanged with due ceremony.
General Tips for Business Cards
A business card can serve as a reflection of one’s personality in the business environment. It can at one and the same time be the identification of your standing and also a means to promote your business. The following are some general guidelines relating to business cards:
* A business card should be printed on paper of high quality
* The standard size varies but is around 85.60 X 53.98 mm.
* This size must be adopted because if your card is too large to fit into your wallet or card holder, it may be discarded or left inside a drawer to go unnoticed.
* The business card must provide the requisite information about you, including your name, the name of the organisation, the address and your contact information
* The card must always be given and received with the right hand
* The card should be clean and it should be kept in a holder for easy accessibility
Latest Business Cards
The latest technology has made it possible to have ‘business cards’ on CD ROMs, which can hold about 35 to 100 MB of data. These cards may be square, oblong or round in shape, but are of the same size as a standard business card. However, these are not widely used as the recipient will tend to store them rather than viewing the data they contain.
Conclusion
The business card is a powerful tool to convey your business identity. It offers you the convenience of providing all the necessary information about yourself on one piece of card. Your card can be as innovative in design as you wish but it must always be given and received with due regard to the established conventions of the cultures involved.
Cathy Wellings is the Culture and Communication Manager at Communicaid.
Communicaid is a Culture and Communication Skills Consultancy and a global leader in the design and delivery of Cultural Awareness Training Programmes
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