In an era when global markets intertwine, and workplaces are more diverse than ever, the rules of business etiquette are under constant scrutiny.

Business etiquette refers to the accepted rules, behaviour, and professional conduct in a workplace, guiding interactions with colleagues, clients, and managers to foster a positive, respectful, and productive environment. While good manners can foster trust and collaboration, certain practices may spark controversy, misunderstandings, or even legal challenges in a globalised world. As companies navigate this complex landscape, understanding the nuances has become more critical and more contentious than ever. In an increasingly interconnected world, the boundaries of traditional business etiquette are constantly tested. As companies expand across borders and workplaces become more diverse, although controversial, understanding these delicate nuances are essential, as what is considered polite and respectful in one culture or industry can be misunderstood or even offensive in another.

Failing to adapt to certain cultural norms in the global space can lead to missed opportunities, damaged reputations, or even legal consequences. As the world becomes more interconnected, mastering nuanced business etiquette is not optional; it’s essential for sustainable success. In Japanese business etiquette, the depth of an ojigi (bow) signifies respect or apology, with a 45-degree angle, known as saikeirei, used for expressing deep remorse or the highest respect after a significant scandal. The bow must be 45 degrees, as a 35-degree bow stands for greeting. Since bowing is a sign of respect in Japan, failure to do so may be perceived as dismissive and could most likely damage business relationships.

Conversely, in Western settings direct eye contact and firm handshakes are standard, but in some Middle Eastern cultures prolonged eye contact can be seen as aggressive, and physical contact between genders may be inappropriate, creating confusion for multinational teams.

Misjudging these norms can cause diplomatic faux pas or offend local partners. For today’s professionals, the key is cultural intelligence and ethical awareness. In the complex area of international business, understanding and respecting differences isn’t just polite, it’s strategic. Take the case of Japanese business culture, in which exchanging business cards (meishi) with both hands and meticulous attention to presentation is a sign of respect. Offering a card with the left hand or hurriedly stuffing it into a pocket can offend Japanese colleagues.

One of the most debated areas in business etiquette involves cultural norms around greetings and gift-giving. The acceptability of gift-giving varies widely as what is considered a respectful gesture in one country/region might be misconstrued as bribery in another country/region. In West Asia, disciplinary proceedings were launched against a senior official from the European Union accused of accepting luxury gifts from Qatar while his department negotiated a major deal with the Gulf State.

While gift-giving is customary in many Asian countries, the company’s lavish presents were viewed as attempts at bribery, which could lead to reputational damage.

The controversy underscores the importance of understanding local customs, as what is considered respectful in one culture can be interpreted as corrupt in another. In China, giving a small gift is a customary gesture to show appreciation, but in the United States or Europe, such gifts might be viewed suspiciously, especially if they are expensive. In some cases, companies have faced legal scrutiny over “kickbacks” disguised as gifts. For example, in recent years, several international firms have encountered backlash after offering lavish gifts to win contracts, sparking debates about ethics and influence.

While gift-giving can build relationships, it can also be perceived as bribery or favouritism, especially in certain cultures or industries. The appropriate timing, value, and type of gifts are often debated. While gift-giving can be a sign of respect and relationship-building, it can also be perceived as an attempt to influence decisions. Many companies have strict policies prohibiting gifts above a certain value, yet the cultural expectation of generosity can make compliance difficult.

Expectations around professional attire can vary widely across industries and cultures. What is considered respectful or appropriate in one setting might be viewed as unprofessional in another. In industries like finance or law, a suit is still expected, whereas tech companies may embrace casual attire. However, casual attire may backfire in traditional sectors like finance or law. For example, a foreign executive attending a high-stakes meeting in New York’s financial district dressed casually was perceived as unprepared, leading to questions about competence. Meanwhile, in creative industries like advertising, casual wear is often embraced, emphasising the importance of industry-specific norms. A foreign executive attending a meeting in a casual outfit might be perceived as unprofessional or disrespectful in certain contexts, leading to misunderstandings about competence.

Additionally, professional attire varies widely depending on region, industry, and culture. Northern regions in Europe favour minimalist designs while Southern Europe embraces bold colours and flair. Asia emphasises modesty and cultural symbolism, with countries like Japan opting for sleek, neutral styles, and India blending traditional garments with modern business wear.

Meanwhile, in the Middle East and Africa, professional attire often reflects a mix of traditional elements and modern business standards. Misjudging dress standards can lead to perceptions of disrespect or lack of seriousness, highlighting the importance of understanding industry-specific norms.

As workplaces become more diverse, issues surrounding gender sensitivity and inclusivity have gained prominence. Comments, gestures, or behaviour that may seem harmless to some can be offensive to others. Ensuring respectful interactions requires ongoing awareness, training, and a commitment to fostering an inclusive environment.

Despite increased awareness, gender sensitivity remains a contentious issue. There have been recent debates about the “aggressive” negotiation style of female executives, which can be perceived as sexist. Companies are investing heavily in diversity training, yet controversy persists when behaviour or policies fall short of expectations. Recent debates on gender and diversity continue to include issues surrounding unconscious bias and inappropriate behaviour. For instance, comments about a female colleague’s appearance or assumptions based on gender can lead to lawsuits, reputational damage, and a toxic work environment. Respecting diversity and avoiding behaviour or language that could be perceived as discriminatory or insensitive remains a sensitive area in business etiquette.

In the digital age, communication has moved online, raising questions about professionalism in e-mails, on social media, and on messaging apps. Is it acceptable to send a casual message to a senior executive? How should one handle negative feedback or disagreement in public forums? Such missteps may tarnish reputations and damage relationships, making digital etiquette a hotly debated topic.

In 2024, an American CEO faced backlash after posting a comment on LinkedIn about the firing of his employee. The post was perceived as unprofessional, insensitive, and damaging to the company’s reputation. This incident highlights the delicate balance of professionalism and authenticity online, and how misjudged digital interactions can escalate into public relations crises.

Similarly, e-mails and social media have revolutionised business interactions, yet they introduce new controversies. Sending a casual “Hey” to a senior executive or replying to a complaint with a curt tone can damage reputations. Another notable incident involved a CEO who posted an insensitive comment on
Twitter, leading to public outrage and costly backlash.

The dilemma centres on professionalism versus informality: What tone is appropriate? When does it cross the line? The use of e-mail, social media, and messaging apps introduces issues around professionalism, privacy, and tone. Miscommunication or inappropriate online behaviour can damage reputations.

While good manners are universal, their interpretation varies widely across cultures and industries. What’s considered polite in one context may be inappropriate in another. As global business expands, the importance of cultural intelligence and ethical awareness grows, yet controversy persists. Professionals need to navigate the complexities of business etiquette in the global landscape with sensitivity, adaptability, and an open mind. Failing to do so risks damaging relationships, harming reputations, losing opportunities, or legal repercussions in an increasingly interconnected world.

While the core principles of respect and professionalism are universal, their expression varies dramatically across cultures, industries, and contexts. The controversy often lies in the details of how gestures are interpreted, what communication styles are acceptable, and how diversity is navigated. In the end, mastering the art of business etiquette isn’t just about politeness; it’s about building bridges across cultures and fostering mutual respect in a diverse global marketplace. As the world continues to shrink and diversity flourishes, mastering the art of sensitive and appropriate business conduct isn’t just advisable, it’s essential.

Diana Shakes is a business etiquette lecturer in the College of Business and Management at the University of Technology, Jamaica. Send comments to diana.shakes@utech.edu.jm.