Business protocol: a public relations approach

Academic research concerning the implications of international business protocols is practically nonexistent. Most information is in the practitioner literature, is scattered and tends to focus on do’s and don’ts of etiquette rather than protocol. The results of this research shows that there are important differences between the USA and Chile in their approach to the protocol of bonding which involves public relations based on gift exchange, relationships, friendship, and loyalty. The implications of these differences are the particular expectations that American and Chilean participants in the business transaction have about the behaviour of the other. When these expectations are not fulfilled, or they are violated, then there is a high possibility that the relationship will fail with the resulting breakdown of customer relations.