On a business trip to Manila the author's first meeting was to be hosted at a restaurant. Establishing business relationships in the social environment of a restaurant is what one expects – it is a recognised characteristic of doing business in Asia. On another occasion he went overseas to discuss a possible joint venture and was hosted at a restaurant. Not in Asia but New Zealand. What then of the Asian characteristic of doing business in a social environment – how ‘Asian’ is it?

A senior executive from an Australian engineering company was on time for his morning appointment in Lagos with the CEO of a Nigerian company interested in a joint mining venture. He was kept waiting all day in the reception area without even being offered a coffee. Africans supposedly have a different notion of time – the advice is ‘be punctual, even though you may be kept waiting’ (Acuff, 2008, p. 289). Eventually the Australian was invited into the CEO's office. Should he complain at having to been kept waiting all day? Should he even have waited all day? If the African CEO ever came to Australia, should he be kept waiting all day too? He has a different notion of time, so isn't that what he would be used to?

It is easy to make mistakes when negotiating with someone with a different cultural background. The difficulties are real.