Africa has many and different realities. The nations within the continent are diverse with different values, cultural practices, beliefs, amongst others. Hence, when considering to do business in the region, it is essential to develop a comprehensive analysis of the cultural beliefs and practices particularly the taboos and dos. This essay examines the acceptable and unacceptable values and actions in several areas such as dressing, conversation, greetings, names, gift giving, gestures, etiquette, rules, cultural nuances, amongst others. Particular focus will be provided to African countries such as South Africa, Ghana, and Nigeria.
South Africa is probably one of the most notable nations in Africa owing to its massive development and business opportunities. It would thus be a suitable place to conduct business. Also, referred to as the Rainbow Country, South Africa is home to a vast range of individuals from various linguistic, religious, and cultural backgrounds. The identity of the nation is thus difficult and complex to generalize. Each ethnicity be it the Black Africans, Afrikaners, or English has distinct greetings and practices that mirror their personalities. For example, the English have exceptional manners and tend to avoid unnecessary conflicts (Expat Arrivals par. 3).
Additionally, the English in South Africa are reserved, elegant, proud of their heritage, and expressive in their conversations. The Afrikaners, on the other hand, have a direct approach and will most certainly tell things as they are. The diverse groups also share common interests and practices such as the love for sports, personalized gift giving, and maintaining eye contact in conversations. It is rude to point at items with the index finger so one should use an open hand. The South Africans use “v” as a peace symbol. A person should also not talk with his hands in the pockets. An African male should precede a woman in a doorway. Women are thus still considered inferior in the nation. Hence, they must approach men in a non-aggressive manner to prove their knowledge of a particular subject. It is also essential to approach conversations about rules or policies sensitively (Expat Arrivals par. 4).
The appropriate business clothing in South Africa includes ties and suits. The individuals are also reluctant to making deals with people that they do not know. Nigeria in more ways than one shares similar characteristics with South Africa. For instance, Nigeria is diverse, women are still inferior, and business attire comprises of ties and suits. The country has a unique cultural heritage such as the traditional dresses worn during casual meetings (Nwanna, 15). The Nigerian people approach conversations in a more relaxed manner and tend to use physical contact. They also hold their guests in high regard such as in Ghana where they are served first during meals, given gifts, and acknowledged in public gatherings. Greetings or introductions are done according to seniority. In social discussions, greetings are conducted leisurely while exchanging pleasantries (Axtell 20).
The three nations provide a brief overview of some of the acceptable and unacceptable practices and values in Africa. Evidently, there is a key distinction between men and women. Unlike in Western nations where females have almost acquired similar opportunities as men, women in Africa have to prove their case to be recognized in conversations. Females are also required to dress decently. It is crucial to learn different gestures and cultural nuances to build better relations with Africans (Axtell 27). In a land where traditional beliefs and practices are still held in high regards, it is essential to approach the continent with caution and extensive information about the dos and don’ts.
Works Cited
Axtell, Roger E. Essential do's and taboos: the complete guide to international business and leisure travel. John Wiley & Sons, 2007.
Expat Arrivals. Doing Business in South Africa, 2016. Web. <http://www.expatarrivals.com/south-africa/doing-business-in-south-africa>
Nwanna, Gladson I. Do's and Don'ts Around the World: A Country Guide to Cultural and Social Taboos and Etiquette: Africa. FRONTLINE PUBLISHERS, INC., 1998.
