Influenced by its collectivist past, family values, a sense of identity and belonging to a group, are constitutive parts of society in Spain. They care for each other in society like a family. For many Spanish people, the family is effectively a replacement for the state. Generally, Spaniards are very conservative and they will resist making decisions on hazardous matters, particularly if the consequences of their decision would affect other people. Thus, most Spaniards will look for support and approval of family, friends and co-workers before acting on their own.
The Spanish believe if you are not a part of a group, neighbourhood, town or business organisation then you are not an integral part of society. This important aspect of the Spanish collectivist culture might restrict business activities and force the ‘outsider’ and visitors to the country to bear down their ‘outsider’ status by fitting into a group.
However, regarding personal attributes, individualism is highly valued in Spain, along with an
emphasis on character and social status. Therefore, personal qualities, appearance, image and
personal relationships are extremely substantial elements in modern Spanish culture. Also, personal attributes and character are frequently valued as highly as technical ability, experience or professional competence.
While being rather collectivists in their private lives the Spanish show distinct individualism in business context. When doing business in Spain, you will discover that individualism is especially predominant in management, where Spanish managers are less inclined to prefer group decision making and team orientation, as sharing the burden of decision-making is seen as a sign of weakness. Motivation is based on individual rather than collective relationships. The fact that only the individual in highest authority makes the final decision indicates that decision-making can become very slow and tedious, for many levels of management will have to be consulted in order to analyse the proposition. Therefore, it is crucial to maintain a good relationship with these intermediaries in order to succeed.
Spain being a feministic society points to a low level of differentiation and discrimination between genders in Spanish society. Machismo is the word for male dominance, and the culture of old men who created it has changed dramatically. Spain has become a very equalitarian society where women are present at universities and work. However, men yet hold the majority of positions within companies. The reason for that is that Spanish men still restrain to treat women as equals in society.
Many women in Spain are career oriented and seek high positions in society. Their social and educational status often assigns the role they eventually play in business. Despite the advancement women have made up to date, the change of women trying to achieve higher positions is progressing very slowly, due to the major barrier of it being the mentality of the females themselves.
An example for changed/changing attitudes is Soledad Becerril who became not only the first mayoress in the early 90’s but also a symbol for many women in Spain of how Spanish females have made progress in the last years. She was also the first woman to become minister in the government, in 1981. And that is very significant of how Spain has changed and how it continues to do so. Furthermore, masculinity and femininity can be referred to the goals that are aimed for in professional life. Spain being a feministic society indicates issues of security of the job, good employer-employee relationship, pleasant cooperation with the colleagues and friendly work environment. Also, Spanish managers tend to pay more attention to consensus and apart from that, they like to rely on their intuition.
HAMPDEN-TURNER & TROMPENAARS
Spaniards tend to particularism rather than universalism. Therefore, at work Spanish seek gratification through personal relationships, especially with their superiors. Charismatic leaders find it easy to put their personal stamp on every area in a business. Most of the time job descriptions in Spain have a different function compared to the job descriptions in other countries. In Spain they seldom serve for selecting an employee, but subsequently they will be tailor-made for the favoured candidate.
Spanish culture tolerates – even advocates – the expression of emotions (affectivity), also in the business environment. The admiration and display of heated, vital and animated expressions are just as common as fluent and dramatic delivery of statements in Spain.
People from diffuse cultures carry their status everywhere; your boss remains your boss and will expect the same respect even if you meet him/her at the gym. Spain indicates to be a specific culture, where official relationships are carefully isolated from relationships of other nature. Using the previous example it means that you may show respect to your boss at the office but his status will not follow him outside the office, and he/she may well ask you for advice. This explains the Spanish being paradoxical in their decision making and in their relation to the community. As a consequence of the fact that Spaniards separate work and personal matters, nobody would take work-related criticism personally.
Another theory is that people from diffuse cultures prefer to “circle around” and establish a relationship before any deal is done; those from specific cultures would rather get straight to the point, focus on the deal first and the relationship will flow from that. This definition contradicts the Spanish being a specific society as they need long discussions prior getting down to business and want to know the person they do business with. Therefore, networks are quite important.
For Spanish, status is a thing that is given to them because of what they are (ascribed). It does not matter what you do but what or who you are. Ultimately, status and respect are conferred with the aid of family ties and connections. Concepts like bien educado (good education) and enchufado (good connections) distinguish this phenomenon. Achievement-oriented concepts like ‘pay for performance’ cause for incomprehension in societies like Spain.
FUKUYAMA
Fukuyama suggests Spain to be a low-trust society where workers are isolated by a series of bureaucratic rules. He describes Spain as a society with strong families and family businesses, a strong state and large foreign owned companies, where hierarchies are necessary in order to force those by distinct rules and measures, who do not act out ethical codes. Evidence of different leadership styles in Spain backs up this theory.
A study on ‘Leadership from a Spanish perspective´ drafted by Instituto de Empresa and Deloitte stated that 56% of Spanish Directors prefer a participative leadership style. The report shows that future leaders have to act as coaches, and they must issue their subordinates with the skills and knowhow they need to work efficiently with their teams. However, participative leadership is not the norm among the Spanish directors. Therefore, there is a need for adapting the other styles and make them more participative which requires great commitment from the leaders.
The styles least preferred by Spanish senior managers are those based on compulsion with little or no participation of employees and exception-based management where the director only steps in to sort out mistakes.
Leaders of relatively new businesses are better at leadership styles, which are based on objectives and development. Where different sectors are concerned, the report unveils how directors in the financial sector tend to use leadership styles that are more direct, transactional and less oriented to learning. While companies in the technology sector give more importance to coaching and vision.
MONOCHRONIC vs. POLYCHRONIC
Spaniards can be classed as polychronic where nothing seems solid or firm, and there are always changes right up to the very last minute or even in plans for the future. Polychronic cultures are unconventional and flexible with time because it is not seen as a resource or as opportunity cost. Usually start times are flexible and schedules are unrushed. For example, it is not considered to be impolite to keep people waiting, as long as it does not exceed 30 minutes.
Since time is also non-linear Spanish tend to manage several tasks at once, often in an unplanned sequence (e.g. salespeople in stores talk to several people at once rather than give only one customer their attention and taking people in turn; a meeting can be interrupted by a phone call; etc.). Another significant cultural difference is the smaller radius of personal space in Spain. Spaniards are most likely not to appologise when bumping into each other or pushing their way through crowds, which can be a shock to visitors from foreign countries.
In the business environment, when it comes to forecasting, plans are often based on assumptions, intuition and experience because every day is regarded as unpredictable. Spaniards in the business environment usually make decisions based on judgement, experience and political realities. The supervisory style allows for the rules to be circumvented, whereas style and creativity are highly valued. Titles describe a person’s status, which people take pride in, causing great motivation for competition in organisations. Additionally, personal feelings affect the performance.
Spanish managers feel that the employees must be watched, thus giving them the total control where also mistakes can be blamed on other people. However, the supervision is based on trust and some power is still delegated.
LEADERSHIP STYLE
Generally, the leadership style in Spain, in terms of concern for production and concern for people, demonstrates a high concern for people and little concern for production, whereby they try to avoid conflicts and concentrate on being liked, even at the expense of production.
Managers in Spain are acquiring some qualities they look up to in other leaders. However, this contradicts with the theory stated above. Nevertheless, evidence suggest that Spanish leaders are still concerned about their leadership style.
One of the conclusions of the first study on ´Leadership from a Spanish perspective´ drafted by Instituto de Empresa and Deloitte indicated that 75% of Spain’s directors say that they regularly, or almost always use coaching, a personalised style that focuses on employee development. These leadership criteria are essential when it comes to competitiveness and organisations’ survival.
41% of directors stated that their preferred style of leadership is contingent reinforcement, which rewards subordinates for their achievements. 37% use the goal-oriented style, based on meeting challenges.
Analysing the relations between leaders and subordinates in Spain showed that only 46% of Spanish leaders have a good concept of their subordinates. These leaders tend to use coaching as their preferred style of leadership. 26% of survey participants, however, point out having a quite negative concept of their subordinates. These leaders show a clear inclination to use directive and transactional management styles.
Finally, the results of the study show clearly that Spanish development-oriented leaders are also very concerned about developing and educating their subordinates.
Recommendations
In general, it is always very advantageous to speak the country’s language you intend to do business with, and particularly if you intend to live there on a permanent basis. This is true for every culture but even more for Spain, as the Spaniards do not, on average, speak English as well as a Northern European. Many companies in Spain have staff with good English language skills, but an initial approach in Spanish is more effective and it is inevitable on a non-corporate level. However, to succeed in Spain or any other culture in general, good language skills alone are in most cases simply not sufficient. Cultural differences and customs can cause more difficulties and stress than one might expect. As a consequence, it is always wise to enquire about the cultural particularities and the way one is expected to respond to them beforehand. Those “soft skills” might not decide upon success or failure, but what is quite certain is that they create comfort, be it in the business environment or in your private life in Spain.
The cross-cultural competence comprises aspects related to verbal and non-verbal communication, social behaviour and appearance.
In order to prevent culture shock and not to drop a clanger you should be aware of the following:
GREETING and ADDRESSING a PERSON
In Spain there are distinct differences in the greeting customs between males and females or in a formal or informal meeting. When introduced expect to shake hands; do so again when leaving.
Many Spaniards will meet each other with a kiss on both cheeks, mostly close female friends. However, this is not common in business relationships where it is wisest to offer just a handshake. Once a relationship is established, men may exchange a hug and pat each other on the shoulder.
Spaniards have two first names and two surnames, constituted of their father's first surname and their mother's first surname. People are often referred to as Don or Dona and their first name when in formal occasion, or use Señor or Señora as you would Mr. or Mrs.
COMMUNICATION
Spaniards are very talkative and are very energetic while talking. This energy becomes apparent in the pace of their speech, the tone of their voice as well as in their body language. So if several people speak at once don’t be surprised and be prepared that your Spanish counterparts could, and he/she usually will, interrupt you. This is not a sign of disrespect but the way to show how interested they are in what you are saying. Vice versa you feel free do it, too. Spaniards also speak a lot with their hands; you should not mistake it for anger and what is also very important, never mimic them.
Generally, people stand very close when talking, what might be intimidating or uncomfortable for you but stepping back from them will likely be seen as offensive. Even though Spaniards require less personal/physical space while communicating you should never touch, hug or back slap a Spaniard you do not know well, unless a friendly Spaniard touches you first.
As far as the conversation topics are concerned you might talk about sports, your home country, Spanish traditions and history and your family but you should avoid discussing religion, feminism, Civil War and World War II. You should be polite at all times in Spain. On entering a shop or a bar a general buenos dias (good morning) or buenas tardes (good afternoon), and adios (good buy) on leaving is expected. A popular trap for foreigners is the similarity between the words services and servicios; so if you commend someone for his good servicios, you are basically praising his toilet.
Also be aware of your body language which might lead to misunderstandings and offence. While crossing your fingers has several meanings, usually things such as "protection" or "good luck", and is a nice gesture to be friendly, the forming of a circle using your thumb and index finger (American symbol for “ok”) constitutes a deep insult in Spain as it refers to certain body parts. You should also refrain from yawning or stretching in public as it is considered vulgar. If you want to indicate that you are alert you could pull down on your eyelid. If you are a woman be prepared for lengthy gazes from admiring males and whistles, although it is now considered to be rude doing so.
MEETINGS and NEGOTIATIONS
Spaniards prefer doing business with people they know and trust. As a consequence, it is important for your success to spend sufficient time with your potential business partners and let them to get to know you. This will usually happen during meetings, as face-to-face communication is the preferred way to establish business relationships and doing business in general.
Meetings are often held over lunches and dinners. Nevertheless, they are yet formal and follow rules of protocol but those are not always too strict. Furthermore, you should ensure that your partner knows about your intention to talk about business. The first meeting is usually all about getting to know each other, so do not be surprised if it does not lead to a conclusion of the contract. In general, meetings are for discussion and exchanging ideas rather than making decisions. In addition, most Spaniards do not give their opinions at meetings, therefore you are advised to watch their non-verbal communication. Doing so will also help you to ensure your partners understand you, as Spaniards do not like to lose their face and try to avoid looking foolish at all times they will rarely admit that they do not understand something. This is more the case if you are not speaking Spanish.
In Spain it is of crucial importance how you present yourself. Along your immaculate outward appearance your character and personality will play a big role. It is best for you to display modesty, e.g. when describing your achievements and accomplishments.
Furthermore, play safe avoiding confrontations and particularly avoid insulting the Spanish ego at all costs. Honour and personal pride mean everything in Spanish culture and Spaniards do not like to publicly admit that they are wrong thus, it is better to agree that you disagree rather than maintaining your ground.
In addition, always try to build rapport with your colleagues as feelings are as important as evidence in making a decision to the Spanish.
Appointments are binding and should be made in advance, preferably by telephone or fax and reconfirmed the week before. Even though Spain is one of the least punctual countries in the whole Europe make sure you arrive on time and be prepared to keep waiting for some 15-30 minutes on your business colleagues rather than keep them waiting for you.
Present your business card, best if it is two-sided, to your partner upon arriving, handing it with the Spanish side facing the recipient.
Although, many Spanish business people speak English, not all do so. Thus, it is wise to check it beforehand and if needed to hire an interpreter. It is recommended to bring plenty of literature about your company, samples of your products or demonstrations of your services. Moreover, it is a very good idea to have all of your materials printed in two languages, Spanish and your own. Hand out a paper summary of your presentation in Spanish to make sure that your audience understands what you are saying.
Negotiations are normally extremely long and arduous but if succeed they will usually result in a long-term relationship for your company and particularly for you as a person. Even if you switch companies your Spanish colleagues’ allegiances will be to you rather than the company you represent. So remaining patient in business transactions can be very rewarding. During business negotiations, rules and systems are only used as a last resort to solving a problem, and you should be prepared for a chaotic atmosphere. Often several people will be talking simultaneously and interrupting you.
In the Spanish business culture, at the conclusion of a successful negotiation it is common to offer gifts .You should ensure that it is a high-quality item and that it is finely wrapped.
If you are offered a gift, you should open it immediately and in front of the giver to show him respect.
DINING ETIQUETTE and ENTERTAINMENT
In the south of Spain it is acceptable to be late by 30 minutes for social meetings. If you are invited to a Spanish person’s house you can bring chocolates, or cake; wine, liqueur, or brandy; flowers for the hostess, or a small gift for the children, which is always appreciated.
Meals in Spain are a great opportunity for establishing personal relationships and developing trust, even with the business partners. Business colleagues often dine together, but different ranks within a company do not mix. Spanish men normally accept a meal invitation form a businesswoman although she must remain purely professional at all times.
Generally meal time in Spain is considered as time for relaxation. Unless an arrangement was made for discussing business in a restaurant, deals are normally closed in the office. However, after a successful negotiation you all go to a restaurant to celebrate.
Attempt to give a toast in Spanish (toast from females also acceptable) but let the host do the first toast. You are only to bring a spouse, if you know that the others are bringing their spouses, too. Also smoking during dinners is much more acceptable in Spain than in other countries. It is better to decline food rather than not finishing it, as in Spain it is considered rude to waste food.
Tipping everybody is very common in Spanish culture; a tip of 5% in restaurants will be appreciated.
DRESS ETIQUETTE
Appearance is extremely important to Spaniards. They place greater value on formal dressing than many other Europeans. In Spain it is necessary to project good taste in apparel. If you want to leave a lasting impression, look fashionable and smart; dress conservatively and try to avoid bright or flashy colours, for it is not favoured to stand out.
Business attire includes suits and ties, even in warm weather, as shorts are rarely worn in public. However, the jacket can be taken off during a meeting, if the senior person may do so.
Female business travellers are best off in well-cut suits, dresses, blouses and skirts, and they should accentuate their femininity through impeccable hair. Elegant accessories are significant for both male and female.
If you get a formal invitation to a party, you should wear a black tuxedo for men and a cocktail dress for women, always in conservative colours.
Business casual usually means a clean and fashionable designer cotton shirt and good pants, and of course, no tie.
WORKING HOURS and HOLIDAY
The opening hours of shops or businesses are regulated by the government. However, working hours can vary across Spain. Traditional working hours in Spain are Saturday morning and Monday to Friday from 9:00-9:30 until 13:30-14:00. After a few hours for lunch and a siesta, people return to work from 16:30-17:00 until 19:30-20:00. However, Spanish working hours have become more "Europeanised" in recent years, particularly in the northern cities, where people tend to finish earlier and shorten their lunch break.
In the summer months, when most people take their vacations, many organisations set an abbreviated work schedule called horario intensive, whereas employees work from 8 am till 3 pm.
During vacation time (usually taken in August), by law, the employees under contract are entitled to a whole month of vacation each year. Additionally, when a holiday falls on a Tuesday or a Thursday, it is common in the office to take the preceding Monday or following Friday off.
Bibliography
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Hofstede, Geert (1994) Cultures and organizations : software of the mind : intercultural cooperation and its importance for survival London : HarperCollins
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Hofstede, Geert (2002) Culture's consequences : comparing values, behaviors, institutions, and organizations across nations London ; Thousand Oaks, Calif. : SAGE, 2002
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Hofstede, Geert (1980) Culture's consequences : international differences in work-related values London ; Newbury Park : Sage, c1980
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Trompenaars, Fons (2000) Riding the waves of culture : understanding cultural diversity in business London : Nicholas Brealey, 2000
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Trompenaars, Alfons (2004) Managing people across cultures Chichester : Capstone, 2004
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Morden, Tony (2004) Principles of management Aldershot ; Burlington, Vt. : Ashgate, c2004
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Lewis, Richard D (1999) When cultures collide London : Nicholas Brealey, 1999
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Executive Planet:
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International Business Etiquette and Manners:
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Cool Planet for Teachers:
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Hausarbeiten.de:
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Barcelonareporter.com:
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Unternehmenskultur in Spanien: