International Business / Executive Travel : SPOTLIGHT ON SOUTH KOREA

Though the world continues to shrink and more people from different nations encounter each other every day, national cultures remain highly distinctive and local sensitivities important. Some tips that business executives traveling to South Korea might want to keep in mind:

DO

* Address Koreans by their proper titles and recognize individuals when they are personally responsible for a sale or other success.

* Be punctual. Many Koreans are more sensitive than other Asians when it comes to deadlines and schedules. They also place a high value on niceties such as titles and executive perquisites.

* Become familiar with traditional customs. Hierarchy, status, age and respect for elders are especially important. Hard work, education and group commitment are seen as vital to the society’s interests.

* Try to get a Korean colleague, the higher-ranking the better, to introduce you. Connections and referrals can greatly facilitate your entry into the South Korean business scene.

* Allow extra time for consensus building. Decisions in South Korean organizations require more people’s input and thus may take more time.

DON’T

* Don’t expect to find many women in the upper echelons of business or government. Nevertheless, although South Korea is highly male-oriented, women are respected as mothers and wives and have considerable influence over families’ buying decisions.

* Don’t be surprised if Koreans shun imported products. Many Koreans tend to be suspicious of foreigners and are most nationalistic and patriotic in their quest for economic achievement.

* Don’t expect to see many similarities to other Asian cultures. Koreans tend to be more individualistic, emotional, confrontational and entrepreneurial. They are also more direct in their communications.

* Don’t talk excessively during a meal. Koreans may interpret that as a lack of appreciation for either the food or the service.

* Don’t be afraid to bow when being introduced or when saying hello or goodby. It shows respect. The greater the respect, the deeper the bow.

Sources: John Irvine & Associates; “The Executive Guide to Asia-Pacific Communications: Doing Business Across the Pacific,� David L. James