Top Culture and Business Etiquettes in Croatia

City of Zagreb Radnicka Business District (Photo by xbrchx on Getty Images)

Dobrodošli! (Welcome!)

Croatia, with its stunning coastline, fascinating history, and vibrant culture, is an emerging business destination in the heart of Europe. While the country is striving towards modernization and globalization, its business culture still holds onto traditional customs and practices. For anyone looking to do business in Croatia, understanding these cultural nuances is crucial.

In this guide, we’ll delve into the ins and outs of Croatian business culture — from communication styles and body language to dress codes and gift-giving practices. Plus, I’ll share practical tips for successful negotiations and highlight potential pitfalls to avoid. So, sit back, and let’s explore the intricacies of doing business in Croatia.

Historical Context

Croatia’s history has significantly influenced its business culture. The country has seen periods of foreign rule, communism, and war, all leading to a strong sense of national pride and resilience among Croatians. Since joining the European Union in 2013, Croatia has been actively working towards aligning its business practices with Western standards. However, many traditional aspects remain.

Communication Style

Croatians are known for their direct communication style.

• They tend to speak with a lot of enthusiasm and energy. It’s not uncommon for them to be quite loud in their conversations. This passion and expressiveness, while intense, is typically not a sign of anger but rather a way of genuinely expressing themselves.
• So… being soft-spoken can sometimes come across as lacking confidence. It’s important to find the right balance and express yourself with certainty and conviction.
• They value honesty and straight-to-the-point discussions. However, they also appreciate diplomacy and tactfulness, especially in a business setting.
• Croatians tend to interrupt their conversation partner, but the good news is they do it in a polite and respectful way!
• Humor plays a big role in conversations, and the Croatian sense of humor is all about irony, cynicism, and dark humor. Sometimes, it can be a bit hard to catch because it doesn’t always come with laughter or smiles.
• Croatians laugh at tough situations or even make fun of themselves. It’s important to note that this dark humor isn’t meant to offend anyone and usually comes with the expectation that their conversation partner will respond in the same way.
• It’s essential to show respect when communicating, especially with senior colleagues or business partners.
• Titles are important in Croatia, so make sure to use them when addressing someone.

Body Language & Non-Verbal Communication

• In Croatia, it’s generally not common for people to touch each other while speaking, especially when meeting someone new. However, once a relationship is established, you might come across some light touching like a friendly tap on the shoulder.
• Raising the thumb, index, and middle finger at the same time is considered a Serbian gesture linked to nationalism. It’s best to avoid using this gesture in front of Croatians, as it can be really offensive. Sometimes people might unknowingly make this gesture when counting to three with their fingers, so you really need to keep this in mind.
• Waving or pointing with just your index finger can be seen as rude! So if you need to point at someone or something, it’s best to use your whole hand or give a friendly nod in that direction instead.
• In Croatia, direct eye contact is a must. Not making eye contact may give the impression that you don’t care or have something to hide. On the other hand in Croatian culture, making eye contact with your eyes wide open can indicate disagreement, even if you don’t say so.

Dress Code

Appearance matters in Croatian business culture.

• Croatians dress conservatively and professionally for business meetings.
• Men typically wear a suit and tie, while women opt for business suits or conservative dresses.
• Avoid flashy colors or casual wear, as it may be perceived as a lack of seriousness.

Business Meetings

• When it comes to greetings, it’s important to give a firm handshake and make direct eye contact. A weak handshake might give the impression that you’re not confident while avoiding eye contact can make others think you’re hiding something.
• Expect small talk before the meeting in order to get to know each other.
• Although Croatians use humor a lot in their conversations (as mentioned above), they tend to avoid using it in business settings.
• Things can move pretty slowly in the business world in Croatia. It’s important to stay patient and not let the strict adherence to protocol get under your skin. Remember, it’s all part of how things are done there.
• Croatian companies have a hierarchical structure where decision-making power is concentrated at the top.
• Don’t even try to schedule a meeting for a Friday afternoon, because after lunch, many Professional Croatians head out to their country cottages for some relaxation.

Gift-Giving Practices

• The practice of giving gifts in a business context is not as common in Croatia as in some other cultures. However, if you’re invited to someone’s home, it’s customary to bring a small gift such as flowers, jam, quality wine, or honey.
• If you’re giving flowers, ensure there’s an odd number (but not thirteen), as even numbers are reserved for funerals.
• In Croatia, gifts are normally opened when they are received.

Dining Etiquette

• In Croatia, they keep their hands above the table as it’s considered impolite to place them below the table.
• When you dine with Croatians, it’s polite to wait for a moment to see if someone will say a prayer of thanks before starting the meal. Most Croatians are Catholic, and it’s customary to say ‘grace’ before a meal.
• Croatia has a strong culture of avoiding food waste. However, that doesn’t mean they’re not generous when it comes to offering food to their guests. To politely decline any more food, you’ll need to say “Hvala, ne mogu više” (Thank you, but I am full).
• If you’re eating out and your Croatian counterpart wants to foot the bill, don’t argue–just let them pay.
• Tip: Take the time to learn a little about the food you will encounter in Croatia, such as Croatian breakfast dishes, Croatian seafood dishes, Croatian meat dishes, Croatian vegetarian dishes, and their amazing Croatian desserts and sweets. You might like to read up on Croatian alcoholic drinks and Croatian non-alcoholic drinks too!

Tips for Successful Business Negotiations

• Croatians appreciate punctuality. Always arrive on time for meetings and appointments.
• Building personal relationships is crucial. Don’t rush into business discussions. Take time to get to know your Croatian counterparts.
• Decisions are often made at the top. Ensure you’re negotiating with the decision-makers to avoid unnecessary delays.
• Be prepared to discuss details. Croatians are thorough and detail-oriented in their business dealings.

Common Pitfalls to Avoid

• Avoid discussing sensitive topics such as the Yugoslav wars. Croatians are proud of their independence and discussing the past can bring up painful memories.
• Never refer to Croatia as Yugoslavia, nor call a Croatian a Yugoslavian.
• When dealing with your Croatian counterpart or their company, it’s best to steer clear of openly criticizing them. Croatians are known for their pride and may get easily offended. I suggest framing your criticisms as suggestions.
• Since Catholicism is widespread in Croatia, never insult Catholicism. It is best to not discuss religion at all actually!
• Never underestimate the importance of building personal relationships. Croatians prefer to do business with people they know and trust.
• Don’t rush negotiations. Croatians prefer a slower pace and rushing might be seen as aggressive or disrespectful.

Conclusion

In conclusion, doing business in Croatia offers exciting opportunities, but understanding the local business culture is crucial for success. By respecting Croatian customs and traditions and building strong personal relationships, you will pave the way for productive business collaborations in this beautiful country.

Of course, this is not an exhaustive list of Croatian cultural and business etiquette tips. So if you have any great points to add, just include them in your comments!

Sretno! (Good luck!)