II/The British culture
1) General information
Great Britain (England, Scotland and Wales) is in north-west Europe and is an island country.
Official Language: English
Main Religion: Christianity
Business dressing: formal suit with dark colour
2) British Eating Culture
Eating habit:
Traditional British cuisine is substantial, yet simple and wholesome. We have long believed in four meals a day. British cuisine has always been multicultural, a pot pourri of eclectic styles. For example: there are many distinct ethnic cuisines to sample, Chinese, Indian, Italian and Greek restaurants are amongst the most popular.
Some of our popular food in England includes:
- Pies
- Cakes, Biscuits and Puddings
- Cheeses
- Bread and rolls
- Steak
- Fish and chips
- Sandwich
Vegetarians:
It is currently (2003) estimated that there are between 3 and 4 million vegetarians in the UK, one of the highest percentages in the western world.
Drinks:
Tea and coffee is Britain’s favourite drink; we add cold milk to our tea or coffee.
3) British Business Culture/Behaviour
3.1) British Culture in general
The British are known for their politeness and reservation. When you are in the UK, try to avoid direct questions because you probably will receive only elusive answers. As the conversations are rather vague, you should be careful with body language and the tone of voice.
Humour is a very important part of the British life. In a society, which has problems to express personal feelings, humour is used as a defence mechanism, often in the form of self-depreciation or irony.
‘Stiff upper lip' – This is an expression of the distant and restraint behaviour of the British, when they are faced with a problematic situation. To show emotions, if positive or negative, should be avoided. That means, that business meetings in the UK are more formal and the British people keep their distance.
3.2) Working in the UK
If you are working in the UK, you have to be accurate and making appointments should be happen several days in advance. The UK companies need much time to come to decisions because they follow particular rules and practices in their decision-making processes.
The organisational hierarchy of the companies is mainly very flat. Generally the decisions come from the board of directors. The British employees like to work in the security of a group-established order with which they can identify.
The relationship between the managers and their subordinates is very important. The boss is more a coach, who supports and encourages his staff, than a supervisor.
Teamwork is very important, however there exists a strong feeling of individual accountability for implementation and error.
3.3) Doing business in the UK
Business meetings in the UK are often structured but not too formal and begin and end with social conversation.
First names are used almost immediately with all colleagues. Exceptions are senior managers. However, you should always wait to be invited to use first names before doing so yourself.
Negotiations and decisions are usually open and flexible. Your British counterparts will favour a win/win approach.
British business etiquette (Do's and Don'ts)
- DO respect personal space. The British value their space and keeping an acceptable distance is advised.
- DO remember to shake hands on first meetings. It is considered polite to do so.
- DO make direct eye-contact with your British counterpart, however remember to keep it to a minimum or it could be considered impolite or rude.
- DON'T ask personal questions regarding your British counterpart's background, occupation or income.
- DON'T underestimate the importance of humour in all aspects of business in the UK.
- DON'T forget that instructions are often disguised as polite requests.
III/The Algerian Culture
1) Economical Outlook: Algeria
1.1) The Arab Market
The Arab markets are growing in importance for European companies. Despite regional instability, wars and acts of terrorism, the underlying growth rate is strong, driven by oil revenues, population growth and increases in GDP. Algeria is the second largest country in Africa and the 11th largest in the world. Over 90 per cent of the population, however, live in the fertile northern region. It was a French territory until 1962; therefore French still is the commercial language. Algiers is the centre of Government, commerce and industry although Oran, in the west, and Constantine, in the east, are also significant industrial centres.
The south of the country is a vast area of largely uninhabited desert. Algeria is one of the wealthiest countries in Africa, thanks to its rich natural resources – particularly oil, natural gas, iron and phosphates.
1.2) North Africa and the EU
Tunisia (1995), Morocco (1996) and Algeria (2001) have entered into Association Agreements with the European Union. Trade between the EU and North Africa is very strong and growing. The EU is the destination for 63.7 per cent of Algeria’s exports, while 58 per cent of Algeria’s imports originate in the EU.
1.3) Ongoing Economic Reforms
Tunisia, Morocco and Algeria have all begun the process of expanding the private sector and opening up their economies to foreign investors. Considerable progress has been made also in the areas of exchange rate policies, the streamlining of administration and the liberalisation of financial structures.
2) People
2.1) Population
Alger is renowned for being a lively and young city. Indeed, among the 888 000 habitants who live in this city, the dominant age is between 15 and 24 years which represents 37,4% of the total population, followed by the bracket of 25 and 44 years which make up to 26, 8%. Therefore Marks & Spencer can focus on a precise target market and age groups.
Another important fact for Marks & Spencer is to consider that Algiers’s population is mainly feminine (55, 7%).
2.2) Religion
Algeria is a Muslim country. 99% of the population is Muslim and about 1% is Christian and Jewish.
The religion takes a very important place in people’s mind and shows their thinking as well as behaviour and habits. It also takes a big influence in daily business life.
Therefore, we are going to show how the culture or religion has a strong impact in different points like:
Influence of the Algerian Culture on….
2.2.1) Customer behaviour
In Algeria the status of women and men is quite different: men used to control everything but nowadays the mentalities have changed. More and more, women become more independent.
Particularly in big cities, like Alger the people are now a lot more open-minded and women have more choices and power. The trend among young Algerians is to follow the European way of life.
Algerians generally shop with their family. Therefore purchases are rather large and more important.
Especially during the Ramadan (one of 5 pillars of the Islam) is a best thing for supermarkets.
In fact, during this period, people go out after having dinner.
It’s in this season; we can find the most buyers in the street, which favour purchases like in Christian country with Christmas.
2.2.2/ Influence in daily business life
► Contracts
It is a well-known fact that the Arabic people, more precisely Algerians are the best in bargaining.
A very important amount of faith is placed in a Muslims word. So in many business deals, no written contracts have been made or are needed. Contractual freedom is required to make free choices without undue influence. Contracts are essentially predicated on the free will of the parties and must manifest the true expression of their intent.
During the period of the Ramadan, hours of work for employees change: they leave work at the beginning of afternoon for the end of the fast: men go to buy some products if the wife needs it and women come back home to prepare the traditional dinner.
► Relationships & Communication
Algerians prefer to do business with those they know and respect, therefore expect to spend time cultivating a personal relationship before business is conducted. Who you know is more important than what you know. Organisations and companies in the Arab world are more hierarchical and structured much more rigidly than in Great Britain. Getting to the right person who has the authority to make decisions is critical. Personal relationships are the platform for any business activity.
► Business Meetings
Business decisions can sometimes take much longer than you might be used to, and patience is essential. In Algeria, no serious business decisions will be taken in the summer or during Ramadan. The Arab world has a long trading history, and Algerian business people are used to bargaining and then bargaining again. Once agreed to, they will stick to the terms of the agreement. While it is possible to achieve one or two successes on a first short visit, this is quite unusual. Algerian business people can be guarded in their dealings with new contacts, and it takes time to gain their confidence.
► Prayer
Muslims are expected to pray five times a day. Prayer times are calculated according to the movement of the sun and take place at dawn, midday, late afternoon, dusk and at night.
For Muslims in your company it is a good idea to provide a neutral space for them to use for their prayers. This can be a special prayer room or simply a seldom-used office room. Such a space will make your Muslim staff feel at comfort knowing they have somewhere private and clean to say their prayers.
► Friday Prayers
Friday has a symbolic meaning for religious prayers and therefore shops are usually closed.
Muslim men are supposed to attend the mosque on Friday afternoons for obligatory prayers. Let your staff know you understand their requirements and agree on an extended lunch break and/or allocate their Friday lunch breaks to convenient times. Any people must to work, it’s forbidden in the religion.
► Holidays
Be aware of special holidays in the Islam culture for which your staff might take holidays:
Holidays like Mouloud, Ascenscion of the prophet Mohamed, 1st day of Ramadan and Hegira, January 1st , May 1st , June 19th , July 5th (independence day)
►Socialising
In contrast to the UK where typical business culture involves after work socializing in pubs or restaurants, Muslims do not drink any alcohol and places such as pubs, bars and discos are not considered suitable venues for relaxation. This should not be interpreted as bad manners of unfriendliness, but rather a difference in cultures that should be respected.
► Working Hours
Working hours are from 8.00am to 12.00am and from 1.00 pm to 5.00 pm, on Thursday from 8.00 am to 12.00am.
The maximum working hours are up to forty hours per week.
► Touch/Personal Space
There is an opinion among some Muslims that touching between men and women should be avoided.
Muslim men and women may also find close personal contact between sexes very uncomfortable. Unless you know otherwise be sure to leave a good deal of personal space.
► Eating habits
In all Arabic country where Islam takes an important place, shops or supermarkets are not allowed to sell products which are contrary to the religious beliefs.
Muslims must eat Halal meat (the difference to other meat lies within the manner the animal is killed and also the prayer which has to be involved). Pork and alcohol are strictly forbidden in the Islam. Normally a real Muslim can’t sale those products but some do it and actually find some consumers.
Algerians like local foods such as couscous, spicy ingredients, sweet cakes etc.
3) Clothes
3.1) In Public
Muslims wear specific clothes. For men the typical dress is a long overhang but some prefer to wear trousers with it and a little hat. Woman who are practicing the Islam religion, are supposed to wear a veil and a very long dress to hide her body.
As the religion requires hiding the maximum of the body, especially for woman, not many people wear mini skirts or tight clothes. In the big cities like Algiers and Oran however, more and more young people want to break free of the old traditional clothing requirements and want to be fashionable by wearing European clothes.
3.2) In Business
Most Muslim men will be wearing a shirt and tie like their colleagues and very few would challenge a dress code. One area Muslim men may clash with company policy is in their wearing of beards. If you have strict guidelines regarding facial hair or follow certain health and hygiene procedures, then it is wise to ensure that potential male Muslim employees are made aware of these rules. You should also be willing to either compromise on religious grounds or ensure that beard covers are made available.
Muslim women are required to cover their hair (hijab) and to dress modestly. In the capital Algiers many don’t wear it but it is best to be aware of the needs of those who do. If your company has a uniform or a certain dress code be sure it permits the wearing of hijabs. Many companies have now taken the step to provide hijabs, which match the company, uniform.
CONCLUSION
We suggest Mark & Spencer to develop their subsidiary in Algeria because there are some points to support that.
1. Algeria (2001) has entered into Association Agreements with the European Union. Trade between the EU and North Africa is very strong and growing. It could helps Marks & Spencer to do business in this country
2. Algeria is one of the wealthiest countries in Africa, thanks to its rich natural resources – particularly oil, natural gas, iron and phosphates. This means most of the people there can afford to pay the high level of cost.
3. Algiers is renowned for being a lively and young city. There is a trend among young Algerians to follow the European way of life. Therefore young people may easier accept the things form Europe country.
RECOMMANDATIONS
- We recommend Marks & Spencer to open their shop in their capital city Algiers.
- Algerian is a Muslim country; religion is very important for them, do respect their culture.
- There may be the language barrier when doing business with them, to employ a translator is necessary. (suggest find an embassy to help)
- To address their right title is very important. Address the first of his or her three names, for example Mr. Aziz.
- Be aware of the talking distance to Algerian’s people because touching and close personal between sexes is very uncomfortable for them, especially for women.
- Trust is very important for doing business with Algerian people. Do make a good relationship with them.
- We do not recommend taking any serious business meetings and decisions in the summer or during Ramadan.
- Muslims are expected to pray five times a day. We recommend that Marks & Spencer prepare some special prayer rooms for the prayers.
- Friday has a symbolic meaning for religions in Algerian, we suggest that Marks & Spencer can close the shop earlier and let the staffs go back home earlier.
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The public holiday, 1st day of Ramadan and Hegira, January 1st, May 1st, June 19th, July 5th. Marks & Spencer may consider close on that day or give double pay to their staff if they working on the public holiday.
- Because of religious reasons, alcohol and non-halal meat are not in Algeria. In additional, fast food is not popular in there as well. Selling food may very difficult for Marks & Spencer. So if open a supermarket may be not necessary in Algiers. But Marks & Spencer could try to open a café sell the English sandwiches, sweet cakes or some cooked food and drinks there.
- We suggest the working hours for staffs on Monday to Sunday from 8:00am to 7:00pm. Friday close earlier.
- We recommend Marks and Spencer provides 2 types of uniform for women staff:
- Female staffs recommend wear a veil and a very long dress or trousers to hide her body for the traditional women. And another one does not need to cover all the body for the modern women.
- Male staffs T shirt with tie and trousers.
References
- I:\crossing culture\information\Marks & Spencer - The Company - Corporate Social Responsibility.htm
- http://www2.marksandspencer.com/thecompany/whoweare/our_history/index.shtml
- http://www.bell-centres.com/locations/london/cultural/
- Richard R. Gesteland (1999) Cross- Cultural Business behaviour, handelshojskolens Forlag, copenhagen business school press.
Bibliography
- Mead Richard, Cross-Cultural Management Communication; John Wiley & Sons 1990
