By Marjorie Brody, MA, CSP, CMC

This is an exciting time to be in business. Today's workplace spans the entire globe, encompassing countries and cultures that many of us have never encountered before. This globalization of business has opened up entirely new worlds of opportunity for American professionals.

At the same time, this has presented an entirely new dimension of behavioral challenges. Most of the rules and guidelines we have discussed so far have been fairly straightforward and easy to grasp. Many require only a little thought and some common sense. But each culture has its own rules, traditions and protocols. While the need for courtesy and respect is universal, the ways they are expressed is not. What is appropriate and polite in one culture may be totally inappropriate or even offensive in another.

Business professionals cannot afford to be rude, whether they are at home or abroad. Even if your faux pas was simply an honest mistake, the costs in lost business and damaged relationships can be terribly high. "I didn't know" is unlikely to repair the damage. With the wealth of guidebooks, cross-cultural reference materials, and training programs that are available today, ignorance is not a viable excuse.

When You Are the Guest
The old adage, "When in Rome, do as the Romans do" is highly relevant for the international business traveler. It is an important key to personal and professional success in a foreign country.

Whatever your purpose in visiting another country, your first job is to adapt. Before you leave home, do some research. Buy a guidebook that includes key phrases. Go to the library and check the Internet. Talk to people from the country you're planning to visit. If possible, familiarize yourself with the food of the country by visiting restaurants in the U.S. that specialize in its cuisine. Here are some basics that you should try to learn before your trip:

• Appropriate greetings
• The currency system
• The dress code
• As much of the language as possible
• The usual weather conditions at the time of your visit
• Gift-giving rituals
• Religious beliefs and customs integral to the culture
• Any important cultural events, holidays, or sporting events that will take place during your visit

Once you arrive, carefully observe the behaviors of the people who live in the country. Don't be afraid to ask questions; asking them shows an open mind, a willingness to learn and a desire to be respectful. Try to find a mentor or guide to help show you the lay of the land, both geographically and culturally.

Throughout your stay, make an effort to look at things from the perspective of the host culture, not from your own. Do not judge or criticize other people's manners because they don't fit American standards. Remember, your hosts are probably working equally hard not to judge or criticize your manners.

Be open to new things. Have a sense of adventure. Try the local cuisine. Use every new experience to broaden your knowledge and your horizons.

When You Are the Host
Although it's the visitor's job to adapt to the local culture, it's the duty of the gracious host to make it as easy and comfortable as possible for the visitor to do this. As host, you need to learn all you can about the visitor's culture prior to the visit. This will help you to view your own culture through his or her eyes, so you can anticipate many of the questions or problems he or she may have.

From the moment he or she arrives, your guest should feel welcome. You or someone you designate should be waiting at the airport to greet your visitor when the plane lands. Be certain that you (or the person you designate) understand and use the appropriate greeting protocol; this is a sign of respect for the visitor and the culture that he or she represents. If you don't know what constitutes an acceptable greeting in your guest's culture, find out.

Arrange for a delivery of food or flowers to the visitor's hotel room. This gesture is particularly meaningful if the gift selection is based on knowledge of the person's culture, customs and individual taste.

Invite the visitor to your home. In addition to providing a glimpse of American home life, this gesture can help to establish a bond between you and your guest.

Whether you are dining with your guest at your home or in a restaurant, be sensitive to his or her dining customs, restrictions and preferences. Never try to insist that a guest sample your favorite American delicacy. Some cultures have very strict dietary laws. Or your guest may have a personal reason for refusing.

If it's the visitor's first trip, offer to conduct a personal tour of your city. Provide maps and materials about the city's points of interests. Arrange for a driver and transportation to be available during your guest's stay, so that he or she can feel able to sightsee or enjoy other activities in safety and comfort.

When someone is far from home, evenings can be an especially lonely time. Unless your visitor prefers to spend the hours after work alone, plan some evening entertainment that you think he or she might enjoy. Unless you know your visitor's preferences well, it is best to offer a choice of options: an evening at the theater, a baseball game, or a concert, for example. If the guest is accompanied by a family member, plan activities that everyone can enjoy.