International business etiquette is a particularly difficult road to navigate, as cultural norms vary widely from country to country, and frequently change between regions of a particular country. Even a minor action can have major negative ramifications if it is taken with the wrong attitude.
Don't Assume You Know the Culture
You're at a business meeting in Italy, and you're offered an excellent proposal that will be highly profitable to your company. You immediately signal agreement with the American "OK" sign, making a circle with your thumb and forefinger. Congratulations: this is an obscene gesture here, which you will quickly deduce from the shocked expressions around the table. You can also make the same mistake by ordering two items by holding up your first and middle fingers; in Italy, this has the same meaning as the American middle finger gesture. (Hold out your thumb and forefinger for an Italian "two.")
If you spend regular time in foreign cultures, it is nearly inevitable that you will make mistakes of this kind. The best defense is a good offense: if you think you have made a cultural mistake, immediately express that you may not understand what was taken from a gesture or an offhand comment, and offer immediate apologies if anything inappropriate occurred. You may find yourself apologizing for nothing more often than not; this is preferable to causing a grave offense and appearing as if it were intended.
Don't Automatically Act Like You're at Home
Many American cultural principles do not translate in foreign business culture. For example, consider alcohol as part of a business meal; even the United States varies widely in how much consumption is considered appropriate, but Americans have common social norms on what is acceptable to openly observe about each other's drinking habits. (That is, nearly nothing.) Likewise, do not be surprised by the alcohol or tobacco habits of your business partners overseas. Do not suggest an alcoholic drink if your hosts do not do so first; this would be a grave insult (and possibly illegal) in an Islamic country. But don't comment if drinking or tobacco use is excessive by your standards; of course, you can abstain from joining in based on your own habits, but apologize for your cultural differences--even if you do not believe this is something you should apologize for.
Don't Be Insensitive to Social Cues
The advice is thousands of years old: When in Rome, do as the Romans do. This doesn't mean you should try to go native in every culture you visit, but definitely pay close attention to how the people around you are acting. If you appear sensitive to cultural differences, and are willing to create a solid working relationship despite occasional hiccups (or a major faux pas), you will have done all you can to work well with international partners.
