Understanding the Business Protocol of Bonding in Establishing Cross-Cultural Relationships: A U.S. and Chilean Example (Report‪)‬

ABSTRACT Business interactions are governed by an integrated set of unwritten codes of business conduct called business protocols, which derive their characteristics from principles embedded in the cultural script of a society. People learn about these protocols, the "dos" and "don'ts" of behavior, through socialization and their immersion in a complex of subtle requirements derived from social mores imposed by business etiquette. The research presented in this article identifies business protocols as important elements in cross-cultural sales and business negotiations. Specifically, it discusses the role of the "protocol of bonding," a concept that refers to the importance of behavior and expectations in the process of establishing relationships between buyers and sellers. Two countries are studied. The results indicate that expectations regarding the depth and breadth between the boundaries of the business relationship (in which there are profound differences despite surface similarities) and sources of personal loyalty are salient elements of business decisions.