BOOK RECOMMENDATION: Doing Business in Germany – A Concise Guide to Understanding Germans and Their Business Practices

You’re about to start doing business in Germany or you may already have German colleagues and business partners. And you need a book that can give you insights into the German business culture.

Which book should you choose?

We asked our Germany expert Birgitte Ovesen for a suggestion. In addition to providing German cultural training, Birgitte provides advice to companies within the area of Global Mobility and HR, and she has lived and worked in a number of European countries, including 12 years in Germany.

According to Birgitte the book Doing Business in Germany – A Concise Guide to Understanding Germans and Their Business Practices by Andra Riemhofer is a really good place to start.

We asked Birgitte some questions about who the book is for and what you get out of reading it.

See Birgitte’s answers below.

Who should read the book?

The book is perfect for those who:

• have German colleagues, employees, customers or business partners;
• have established a business in Germany or are considering doing so; or
• would like to export to Germany or already have activities in the German market.

If you’re just entering the German market, the book can help you avoid the ‘classic pitfalls’ and get a better start in your collaboration with German business partners.

When I got my first job in Germany, one of the things that surprised me was how strong the hierarchy is in German companies. Titles and status in Germany play a much bigger role compared to Danish work culture.

Decision-making processes are also more hierarchical. In Denmark you can have a meeting with a team who can collectively make a decision. In German companies there’s a distinct division of responsibilities. And it’s important that you get hold of the manager who can actually make the decision quite early on in the process.

If you already have experience of doing business in Germany, the book can give you more background and new perspectives on the experiences you’ve had. I’ve lived and worked in Germany for many years and have gained in-depth knowledge of the country. Nonetheless, this book has given me additional insights that are useful to me in the part of my work that is related to Germany.

If you are to be posted to Germany as a family, you will also benefit from reading the book as an accompanying partner. Although you may not plan to work in the country yourself, the book provides a good introduction to, for example, German history and the ‘German mindset’, which will make it easier to relate to the society that you will become part of.

Why should you read this particular book on German business culture?

Being short and concise, the book is a good go-to read, so you can easily fit some reading around a busy everyday life.

At app. 130 pages, the book describes, in a factual and very clear way, German culture in general, business culture, and what’s important in collaborative relationships. You will gain insights into the German market, which is characterized by a strong economy, a well-educated workforce, large industries and companies, and significant regional differences.

In addition, the book provides an insight into Germany as it was many years ago, which has been instrumental in shaping the society and culture we see today. Such background knowledge of the country’s volatile history will make it easier for you to understand the values and preferences of your German business partners.

And you get a lot of specific tips and advice, for example on how best to:

• arrange sales meetings;
• organize face-to-face presentations and online meetings; and
• maintain good business relations with your German partners.

Can you give a few highlights from the book?

One of the recurring themes in the book is the German preference for rules, structure and planning.

For most Germans, rules are a good thing because they create security and predictability. And rules are something you stick to, not something you try to bend!

Planning is also an important element of German work culture. Most of your German partners will probably prefer to make long-term and detailed plans – and then stick to the plans that were originally agreed.

Another interesting topic in the book is German trade shows.

The trade shows in Germany are huge events, often with hundreds of thousands of visitors, and they play a key role in the German market. According to the book, two thirds of the world’s leading fairs actually take place in Germany!

So, if you want to enter the German market, you need to make yourself visible at the trade shows that are relevant to your industry. This is where you can gain important knowledge about the latest trends and meet potential new business partners. Maybe you could just visit a trade show the first year and then get your own booth the following year.

In the book, you get an introduction to some of the most important trade shows and tips on how to best prepare yourself.

Is the book also relevant to Danish readers?

Yes, absolutely!

Because even though Denmark and Germany are neighbouring countries, there are some really big differences between them.

For example, differences in history, culture, mentality and about the whole way the country is built. Denmark is a small and fairly homogeneous country, whereas Germany consists of a number of states (Bundesländer) that are very different in terms of both language and culture.

The further south from the Danish-German border you go, the more notable differences there will be in relation to Danish business culture. And there are typically greater cultural differences if your German business partners are from an older generation.

Many Danes make the mistake of assuming that the way things are done in Denmark can probably apply to Germany too. But no, absolutely not! So 'cultural preparation' is important.

As already mentioned, the hierarchy in German companies typically plays a much bigger role than it does in Danish companies.

Here are some other areas where there are significant differences between Danish and German business culture:

• Understanding of what it means to be professional
• Focus on tasks rather than on personal relationships – despite the Danes being quite task-focused, in relation to the rest of the world, there is typically an even stronger ‘task focus’ in Germany
• Approach to preparation, thoroughness, details and analyses (where the Danish approach in Germany is often perceived to be rather laissez-faire!)
• The importance of written documentation
• Formality and dress code

You can read more about all these topics in the book!

More info about the book

Doing Business in Germany – A Concise Guide to Understanding Germans and Their Business Practices was published in 2019 by Business Expert Press.

The author of the book, Andra Riemhofer, is a German freelance business development consultant who helps international companies do business with Germans and achieve results (more) quickly. She holds an applied science university diploma in Business Administration, along with an MA in Intercultural Communications and Cooperation.

More info about C3’s Germany country specialist, Birgitte Ovesen

C3’s Germany country specialist, Birgitte Ovesen, who provided this book recommendation, has traveled, lived and worked across Europe throughout her career.

She has been based in Sweden and France and most recently in Germany for 12 years where she, among others, worked as an HR director for an international company. She has first-hand experience of how great a cultural difference there can be between European neighbouring countries.

Since returning to Denmark in 2018, Birgitte, as director of her own company, has helped her clients navigate the many aspects of HR, advised on how to make outward- and homeward-bound international relocation a success, and given career guidance to international ‘newcomers’. She can do this in Danish, English, German and French – four languages she speaks fluently.

At C3 Consulting, Birgitte shares her vast knowledge and years of experience at our German cultural training sessions, and she expertly guides expats and their families to help them get the best out of their international posting.

Where to go from here

Can we help you achieve good cooperation with German colleagues and business associates?

• Read about our country-specific cultural training here
• Contact us for a chat about how we can meet your needs for German cultural training

Do you want more inspiration for your cross-cultural work?

• Follow us here on LinkedIn where we recommend a book each month that can provide new perspectives on cross-cultural communication and collaboration
• Sign up for our newsletter using the form below