BUSINESS AND CULTURE IN COLOMBIA
EDITOR'S NOTE:
This section is divided into three main portions, with the objective of informing travelers of conveying a general notion of “in country” values and understanding, examining cultural etiquette, and explicating typical business practices in Colombia. The first sub-section is titled “Cultural Orientation in Colombia,” the second sub-section is titled "Cultural Etiquette in Colombia," and the third sub-section is titled 'Business Practices Cultural Context."
1. CULTURAL ORIENTATION IN COLOMBIA
Introduction
Every culture has its own unique traits. Understanding a little about the cultural orientation of the people in a country or a given society can be helpful in navigating the often-difficult waters of international travel. Cultural orientation involves three key considerations: cognitive style, understandings of truth, and value systems.
Cognitive Style
People in different cultures process and organize information differently. There is no standard global manner of acquiring and internalizing knowledge. In general, non-Western cultures tend to eschew analytical processes and deal more in terms of concrete though. Western cultures tend to involve more analyzing in information acquisition and organization. Its position as a developing country in the globalized world means that Colombia does not fit neatly on either side of this dichotomy. That said, one can expect Colombians to generally process and organize information in a subjective and associative manner. Each situation tends to be understood in concrete and unique terms, although there is some room for abstraction to the level of higher principles and tenets.
In practice: One might say, "My mother worked hard to provide me with a good life" in Colombia, but an American might say, "My mother was a wonderful person." The first case is stated in concrete and unique terms; the second case is an abstraction of the subject's being.
Understandings of Truth
Factual, impersonal and evidentiary knowledge tends to be the basis of truth in Western cultures influenced by the rationalism of the Enlightenment Era. Again, Colombia does not fit precisely into this mold. While cold, hard facts are viewed as evidence in determining that which is deemed true or false, feelings -- or subjective knowledge --also factor highly into typical Colombian notions of truth. In this way, facts can be nebulous and malleable in the context of reality.
In practice: One might say, "Yes, the project will be done next week" in Colombia, but the same situation might be presented by an American as such, "If we're lucky and everything goes without complications, the project will be done next week." The first case describes the situation as he/she would like it to be (ideally); the second case describes the situation in the context of difficult realities.
Value Systems
The underlying value systems in varying cultures form the bases for culturally and socially distinct behaviors. Whereas in Western cultures, particularly in the case of American culture, the individual is the basis of defining selfhood. In other cultures, selfhood is to be understood within the context of a larger group.
In the United States, the individual seeks to distinguish himself or herself in the work place. By extension, his or her family is understood in individual -- that is, nuclear family -- terms. In other countries, such as Colombia, the person is part of a larger group. In the familial context, the person is part of an extended family network with obligations and connections that stretch far and wide. Indeed, those connections can also extend into the business arena where helping a family member get a job or contract would not be regarded as nepotism, but expected practice in a country where kinship is a core value.
Family aside, even within organizations (business, government etc.), decision making is done with the broader group in mind. In fact, there is even a word for decision-making groups: -- roscas. People tend to make decisions while being influenced by the group -- in some cases, even seeking to satisfy the group. To this end, the phrase "Que diran?" is commonplace in Colombia. The phrase translates into "What will people say?" and illustrates the the intensity of group pressures and maintaining social stability.
In practice: In Colombia, trust and mutual dependence form the basis of selfhood and one's interactions; in the United States, independence is paramount and determines one's actions.
2. CULTURAL ETIQUETTE IN COLOMBIA
Greetings
Social Greetings --
A firm handshake with direct eye contact is the customary form of greeting. Men will need to wait for a woman to extend her hand first if she wants her hand shaken. Friends and relatives will often greet each other with a kiss and/or a hug -- called the abrazo in Spanish. A pat on the shoulder is a sign of friendship.
Generally, greetings among Colombians are lengthy endeavors involving both greetings and many inquiries about health, travels, relatives, friends or acquaintances. Quick greetings are interpreted as disrespectful and thoughtless.
While Westerners, and particularly Americans, tend to progress quickly past the initial greeting into business, Colombians like to ease into a conversation. They like to inquire about one's health, one's trip, as well as relatives and friends. Brushing past this initial phase of interaction is not well-regarded in Colombia, and, indeed, may be viewed as disrespectful.
In business --
Use first names only when invited to address someone in this way.
Handshakes are the most common form of greeting. Handshakes upon arrival and at the time of departure are crucially important in Colombian culture. It should also be noted that people who are very familiar with one may greet each other with an embrace, as noted above.
As noted just above, after the initial greeting, one should ease into conversation, and spend much time asking and answering questions, indulging in "small talk," before getting down to business.
Formality: Forms of Address, Titles
As in all parts of Latin America, formality is the norm. Colombian culture is no different. One should always address people by their title and last name until invited to do otherwise. Indeed, titles are of grave importance and convey respect to those with authority, especially elder and more senior members of a given working group. One should also note that. courtesy titles, such as “Mr” (Señor), “Mrs”(Señora), or “Miss” (Señorita), as well as professional titles (i.e. “Licenciado”, “Doctor”, “Profesor”) should be adhered to, followed by a surname.
Names
Note that many Latin Americans have two surnames -- one from the father, which is listed first, followed by the surname of the mother. When addressing someone, however, one can use the courtesy tile followed by the first surname. That is to say, Ms. Maria Theresa Aznar Rodriguez may be addressed as Señorita Aznar. But if Ms. Aznar married Mr. Rodrigo Gutierrez Torres, then she would change her name to Ms. Maria Theresa Aznar Rodriguez de Gutierrez, and she would be addressed as Señora Gutierrez.
Dress
Latin Americans are very conscious of self-presentation. Business attire is somewhat more orthodox, including suits for both men and women. However, Colombian men may wear the guayabera shirt to the office, and Colombian women may wear sleeveless dresses. Most social occasions would generally require suits for men and cocktail dresses for women. Outside of special occasions, dress is generally casual but fashionable and one should always dress with good taste.
Shorts should be confined to private homes and are not generally worn on the street. That said, resort-wear, including shorts, are permissible in coastal regions.
Notions of Time
Time is flexible in Colombia. An invitation to dinner at six may result in a meal being served at nine. A business lunch hour may extend for several hours. Being late for a social occasion would not be regarded as a sign of disrespect. Deadlines may not be met, negotiations are lengthy, and getting mundane things done in this country also takes time. What would normally take two days to do in the United States (i.e. acquiring a permit or having a telephone line installed) might take a week or more to accomplish in Colombia.
Class Consciousness
Colombia is a class conscious and hierarchical society. In business, this means that decisions are made in a top-down manner, typical of a vertical integration model. In private life, this means that one of a higher class does not get one's hands dirty. Notions of egalitarianism, of which Americans are especially proud, do not translate culturally to Colombia. The manual laborer is not viewed as an equal to the business person in the office, and treating them in the same manner will result in discomfort for all involved.
Cultural Dos and Taboos
Spatial differences are to be observed. Colombians tend to leave less bodily space between themselves than do Americans. That said, Colombians are not quite as likely to touch one another during conversation as do other Latin Americans. As well, Colombians do not tend to be as effusive and animated in their gestures as are other Latin Americans or even Italians and Spaniards.
Yawning or coughing in public, especially while in conversation, is very rude. Always cover the mouth if you must yawn or cough. Eating in public is also not advised. Note also that pointing one's fingers may be perceived as an obscene gesture.
Never stand with your hands on your hips, as this will be perceived as a sign you are angry. While such aggressive stances are normal in North America, they do not translate well elsewhere.
Colombians indicate length by extending their right arm and placing their left hand at the point on the arm where the distance from the fingertips on the right hand to the point marked by the left hand is equal to the length being indicated.
The American gesture for "okay' does not translate the same way in other parts of the world. It is ill-advised to use the gesture when traveling internationally.
Social Etiquette
Sports (especially soccer which is called "futball" locally), culture, literature, dance, music, family and travel make excellent topics of conversation. Try to be informed about the local cultural life in this regard. Avoid discussing politics, terrorism, or illegal drugs in Colombia; Colombians are very proud of their nation, their cultural and artistic achievements and do not enjoy listening to criticisms of their country.
Like other Latin Americans, Colombians have a tradition of hospitality and may invite guests to their homes. Dinner is normally eaten between 7:00 and 9:00 P.M., but a dinner party will begin and end later. A dinner party will end soon after the meal, but a cocktail party (with dancing) may go until 5:00 A.M. Expect formal or semi-formal dress for either event.
Dining is formal with diners keeping wrists on the table and elbows off the table. The fork should remain consistently in the left hand and the knife should be used in the right hand. The "fork flip-over" from left-to-right, common in North American usage, is inappropriate in Latin America.
If you are invited to dinner, it is appropriate to bring a gift for the host or hostess. Exotic flowers, expensive and imported chocolates, pastries, cognacs, whiskey and other upper tier brands of liquor make fine gifts. Inappropriate gifts include knives (they symbolize the dissolution of a friendship) or flowers (such as lilies and marigolds) which are used at funerals. A wrapped gift may not be opened in the presence of the giver for fear of appearing greedy, but if you are the recipient of a gift, profuse appreciation is expected.
Note on Business Etiquette
Note that business is not usually discussed at social dinners, although business dinners at restaurants do occur frequently. See section below on business and culture for more details.
3. BUSINESS PRACTICES IN CULTURAL CONTEXT
Business Culture: Information for Business Travelers
There is a very vigorous international business community in Colombia, with hundreds of well-established companies committed to their long-term presence in the country. Colombia, in terms of natural and human resources, offers a strategic location, a well-developed industrial and infrastructure capacity, and a modern business environment.
In spite of the negative perceptions reflected through the often-distorted prism of international news reporting about Colombia's security problems, first-time business visitors are usually pleasantly surprised at the high level of development and sophistication of the Colombian private sector. Colombian business people tend to be well educated (often with some training in North America) and professional. They are serious, hardworking, and share many of the same work habits and ethics as business people in the North America and Europe. This is one of the many reasons that, despite Colombia's political and social problems, knowledgeable business people have for many years come to Colombia to do business.
Colombians tend to be friendly, straightforward and direct in their business dealings. They understand the give-and-take of business, and look to negotiate business arrangements that will be of mutual advantage to both parties. Colombian business people are generally punctual, yet flexible, and expect the same of their business associates. Most business customs are similar to those in North America.
Given the proximity of the two countries and the long-term presence of U.S. firms in the market, Colombians are used to doing business with the U.S. Many of them have traveled or studied in the United States and have family members or friends there. Colombian executives and technicians, as well as government officials, travel frequently to the U.S. for meetings, conferences, trade fairs, training and tourism.
Working breakfasts and lunches at hotels and private clubs have become common practice in most Colombian cities. Dinner meetings tend to be less formal. Business cocktails and official receptions are common events and are used as opportunities to make contacts and discuss outstanding business. Colombian trade associations, government entities, and private firms are hosting an increasing number of national and regional conventions, conferences, and seminars in the country. These events present excellent opportunities for meeting Colombian business people and key government officials as well as for assessing market potential.
Working practices in Colombia
In most urban centers in Colombia, business hours are generally 9.00 a.m. to 5.00 p.m., however, hours may extend as late as 7.00 p.m. during the work week. Banking hours are shorter than business hours -- generally, 9:00 am to 3:00 p.m. Business is infrequently conducted on weekends. In fact, weekends tend to be oriented toward family time.
Impromptu business meetings are rare. In fact, one should schedule business appointments at least two to three weeks in advance, and also confirm them again prior to the date of the scheduled meeting. Such meetings tend to run late and, as such, one should allow extra time after the scheduled end of the meeting.
A consideration of the structure and hierarchy of a given company is of paramount importance, Generally, Colombian companies conform to vertical hierarchies and this reality must be respected. As such, decisions are made in a top-down manner -- from the senior management and in a downstream manner, although there are inclusive and consensus-driven dynamics with subordinates that cross-cut the hierarchies.
Negotiating styles and interactions tend to be formal, although a more relaxed attitude prevails in coastal parts of Colombia.
Business lunches are popular venues conducting business in Colombia and often extend onward for several hours. A flexible understanding of time must be appreciated. As well, business lunches are not always about business. Expect to accept invitations from your Colombian business cohorts at other business or social occasions. Spending time getting to know one's cohorts is also part of doing business.
Crafting close working relationships in Colombian business culture is the norm. That is to say, a productive working climate will require that one spend time cultivating personal relationships and building trust. This is not a "soft" consideration. Colombians generally prefer to do business with people whom they know and trust. To this end, several family members working in the same business in Colombia is quite typical.
Because the relational aspect is important, it is ill-advised to change the negotiating team mid-stream. Colombians tend to negotiate with the person(s) and not the corporation.
In general, crafting business relationships, going through negotiations, as well as getting deals closed, are long processes. This is due partially to the trust and relational issues aforementioned, but also reflect the high level of formality of Colombian business culture. Be patient and do not rush the process. In particular, do not rush or press for final decisions.
Along a similar vein, do not be overly aggressive in negotiations. Such behavior is regarded as arrogant and rude, rather than admirable as per Western culture.
Time is understood in flexible terms. As such, deadlines can become problematic across cultural lines. If a deadline must be met, non-Colombians working with Colombians are urged to stay in close contact for the duration of the project to ensure that completion is achieved in a timely manner.
Other practical considerations
Unless you expect to remain in the coastal lowlands, you should anticipate your body having to adjust to higher altitudes. For example, the capital of Bogota is 2,600 meters (8.600 feet) above sea level.
Unless you speak Spanish, it you plan to do business in Colombia, it is advisable to take an interpreter with you.
Be sure to translate all your marketing literature, business cards and any other documents you present in your business dealings into Spanish. Failure to do so may jeopardize your business potential.
Note that dates may be written differently in Latin America. Whereas the date in the United States is written first with the month, then day, then year [ April 10, 2008 ], in Colombia, it may be written first with the day, then month, and then year [ 10th April, 2008 ].
Colombia is five hours behind Greenwich Mean Time (GMT), which means that it is the same time as Eastern Standard Time (EST) in the United States.
Do not be fully reliant on the mail for transmitting correspondence; follow up with telephone calls and emails.