Cultural Analysis of the Impact of Cultural Differences on Non-Verbal Communication during the On-Site Business Meetings of Slovenian and Montenegrin Partners

This research addresses challenges of the intercultural business encounters of Slovenian and Montenegrin business partners with a focus on the non-verbal communication (NVC; body language, physical appearance, proxemics, haptics, chronemics, oculesics) during intercultural business meetings between partners. Analysis was built on the theoretical framework on the basis of Hofstede's six dimensions of culture. The comparison between the two countries was performed, showing that there are no significant differences except for the masculinity–femininity aspects, but when considering the Indulgence and Long Term Orientation, Slovenia exhibits equally dispersed traits of both extremes. This comparison served as a starting point for developing a research structure. Before conducting the qualitative study, nine managers from Slovenian and Montenegrin companies were sampled using snowball technique, conveniently being from partner companies in both countries. They were interviewed by the semi-structured interview technique, which addresses differences and similarities within NVCs: their posture, eye contact, physical appearance, chronemics and proxemics during onsite business meetings. The research data findings demonstrate that respondents did not perceive significant differences, which could impact the quality of NVC or lead to greater conflicts. In the comparative analysis of two business cultures, several aspects were identified within two areas, namely paralanguage and chronemics: Montenegrins are reported to be more talkative, louder and fast-speaking, more gesticulating, and rushing decisions and discussions, while Slovenians are reported to be more reserved, calm, less expressive during the meetings, and taking more time for decisions and discussions. Analysis also revealed that both sides show a relatively low level of awareness of the NVC and not paying enough attention to these specific NVCs and their impact during intercultural business communication. The findings indicate that some cultural differences exist between the cultures; however, respondents showed a low level of awareness and reported no ability to approach or manage NVC during the business encounters.