Exercise 157 Gift Giving

Consider just one problem of giving a gift to a foreign national.

The choice of a gift can cause embarrassment or trouble for the giver if the country's customs and traditions are not understood. Discuss the case below.

A Saudi-German encounter

Bouchaib Alsadoun, a Saudi businessman, invited Johann W. a German businessman, to dinner at his house. Johann entered the elegant house and offered his gift of a bottle of Scotch whisky and a box of butter cookies to his host. Bouchaib was embarrassed by the gifts and quickly put them away. Then they sat down in the living room area. Bouchaib offered Johann a cup of coffee, which he quickly accepted. Bouchaib thought his guest was a bit rude. As they drank coffee Johann complimented Bouchaib on an art book on the living room table.

The Saudi businessman responded by offering him the book. Johann, embarrassed, said, «No, thank you! It is very kind of you, but I can't accept it!»

Bouchaib was offended by his guest's behaviour. Although Johann sensed this, he couldn't imagine how he had offended Bouchaib.

1. What three actions offended Bouchaib? Why?

2. What can Johann do now that he has offended his host?

3. Can a misunderstanding like this one really affect the business relationship? If so, how?

After you've discussed the case, read this explanation.

Three of Johann's actions offended Bouchaib. First of all, Johann brought a bottle of Scotch and cookies. According to Muslim religion, Bouchaib must not drink alcohol. Also, in Persian Gulf states, bringing a gift of food and drink implies the host isn't generous enough to offer his own food and drink.

Second, in Saudi Arabia it is customary to refuse an offer a few times before accepting. Johann seemed greedy to accept the offer of coffee so quickly. Finally, Johann refused Bouchaib's gift of the book. In Bouchaib's eyes, by refusing his gift, Johann was refusing his offer of friendship.

Exercise 158

Some Tips on How to Avoid Pitfalls in Gift-Giving Abroad

1. Don't rely on your own taste.

2. Don't bring a gift to an Arab man's wife; in fact, don't ask about her at all. Bringing gifts for the children is, however, acceptable.

3. In Arab countries, don't admire an object openly. The owner may feel obligated to give it to you.

4. Do not bring drinks to an Arab home. For many Arabs, alcohol is forbidden by religious law.

5. Don't try to outgive the Japanese. It causes great embarrassment and obligates them to reciprocate even if they cannot afford it.

6. Do not insist that your Japanese counterpart open the gift in your presence. This is not their custom and can easily cause embarrassment on the part of the recipient.

7. As a courtesy, hold your gift with two hands when presenting it to a Japanese business person, but do not make a big thing of the presentation.

8. Be careful when selecting colours or deciding on the number of items. The colour purple is inappropriate in Latin America.

9. Avoid giving knives and handkerchiefs in Latin America. Knives suggest the cutting off of the relationship, and handkerchiefs imply that you wish the recipient hardship. To offset the bad luck, the recipient must offer you money.

10. In Germany, red roses imply that you are in love with the recipient. Moreover, perfume is too personal gift for business relationships.

11. In China, expensive presents are not acceptable and cause great embarrassment. Give a collective gift from your company to theirs.

12. In China, a banquet is acceptable, but you will insult your hosts if you give a more lavish banquet than the one given you.

13. A clock is a symbol of bad luck in China.

The most important rule is to investigate first.

Exercise 159

Think of and add some more tips about giving gifts to the Russians.

Are there any special rules for gift-giving in Russia?

What are they?

What would you recommend a foreign colleague to do in this case?

Speak about any specific Russian ways and traditions in welcoming and entertaining guests.

Exercise 160

Case study. Blue Diamond Almonds.

Read and translate the text, do the following task:

Give one example of how Blue Diamond adapted its strategy to its different markets for each of the following aspects of marketing.

• Promotion

• Product

• Package

• Price