Academic Communication Business and Economics Case Study 2022

Running head: BUSINESS CULTURE
Academic Communication Business and Economics
Name of the Student:
Name of the University:
Author note:

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BUSINESS CULTURE
Introduction
First impressions are very important in a successful business, especially in case of
international business collaborations. Business etiquettes play a significant role in introductions
in a business environment and in determining the course of establishing terms and conditions of
a business in a business meeting (Padhi 2016). The business culture and work etiquettes are
generated from the culture and traditions of a country. Hence, for any international business
venture, it is necessary to have knowledge about the cultural differences and characteristics of
the other country so that norms can be followed in the business meetings which would also be
beneficial to show respect for the people belonging to another country and culture (Tanaka and
Kleiner 2015). Aye Oz, the Australian start up Food Company will be expanding its business in
Thailand and hence, they require to go for a partnership with a Thai food company to enter the
new market and capture a substantial market share. Thus, while making business collaboration
with Eatum Food Company of Thailand for expanding the business, it is highly essential for the
Aye Oz CEO, Ms. Cooper to understand the business etiquettes of Thailand and behave
accordingly while meeting the manager of Eatum Food Company, Mr. Thi Le. In this essay, an
overview of the business culture and etiquettes in Thailand, possible ways to increase the
potential business success and scopes of potential miscommunication due to cross cultural
differences on the basis of the Hofstede cultural dimensions will be provided in an in-depth
manner.
Discussion
Thailand is one such country in Southeast Asia that was never colonized. Hence, the
social and business cultures of Thailand have never been greatly influenced by the western

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BUSINESS CULTURE
culture. However, some traits of the Thai business culture have originated or influenced by the
cultures of the neighboring countries, such as, collectivism, strong hierarchy, courtesy etc. The
Thai business culture is greatly shaped by ‘sanuk’, a concept that explains the effort for
achieving satisfaction in any type of work one does (Warner 2014). This is a guiding principle in
any work and business setting, which implies that the Thai people make their work a pleasant
and enjoyable experience.
The fundamental aspects of the Thai business culture include the following things which
should be followed in any business meeting for making a favorable first impression in Thailand.
The formal business meetings are preceded by a written invitation and a follow up phone call.
Punctuality and formal attire are expected in the meeting. Any formal business conversation is
preceded by small talks on personal topics such as family, hobbies, education, etc. to make the
environment comfortable and create relationships (Culturalatlas.sbs.com.au 2019). The exchange
of business cards and documents are done using right or both hands and having a look at the card
before storing it away has significance in Thailand. Furthermore, organizational hierarchies are
strictly maintained in any business meeting. Period of silence in meetings is also important in
Thailand as it is a norm to make thoughtful considerations before giving any response. In terms
of business communication, face and expressions are very important in Thailand. One should
remain careful about the emotions displayed. Listening is also very important as that reflects
respect for the speaker (Santandertrade.com 2019).
Thus, while meeting Mr. Thi Le, Ms. Cooper should focus on the above mentioned
cultural and behavioral aspects. She should send a formal invitation and do a follow up phone
call prior to the meeting with Mr. Le. She should also maintain punctuality by checking the
traffic status in the city. Furthermore, as the Thais are not much proficient in English, Ms.