Doing business in France for American investors, businesses and professionals. Cultural and tactical perspectives. More at www.origoterra.com.

1. Succeeding in
The French Market
Culture and Tactics
For Invest in France Agency
Doing Business in France Breakfast Seminar
Portland, Oregon ~ November 5th 2013
Dan Nicollet - www.origoterra.com

2. Bicultural Perspective
• Born French-American
Trained in France and USA
• 20 years - international technology
businesses
(enterprise software, product
development, sales, general management)
• Chronology and geography:
US
PA, AZ, CA
FRANCE
Lyon, Paris
US
OR

3. Surprise Is on The Menu
• Think Globally but Act Locally.
• Don’t let a global mindset keep you from
expressing yourself as you are or from being
curious and receptive to local differences.

4. Contradictions and Myths
• France free trade and economic freedoms weak
but France GDP is 3rd Largest among 25 EU and Top 6 in the
World and since mid-’00s France posts systemic trade deficit
(US: machinery, electronics, chemical, and medical).
• French known for tourism, luxury and cultural lifestyles
but France is also a world leader in aerospace, rail, cosmetics,
insurance, pharmaceuticals, telecoms, energy, and defense.
• France is know for payroll taxes and inflexible labor
but France has been and is being deeply reformed and most
French business people admire US business culture.
• France protects products linked to its “exception Française”
but US wine, McDonald’s, and British cheese sell well in France.

5. France Imports From US
$33B
USD/Year
2010
MIT Harvard Economic Complexity Observatory http://atlas.media.mit.edu/explore/tree_map/import/fra/usa/show/2010/

6. Ready? It’s About People

7. Business Etiquette Tips
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Address people formally when meeting them first.
Introduce yourself with your first + last name.
Use some French wherever possible.
Keep personal life out of professional discussions.
Avoid high-pressure sales tactics.
Expect probing questions and interruptions.
Learn French non-verbal and gestures:
– Use a brisk, light handshake.
– Keep your hands on the table.
– Personal space.
• Wear quality business attire, even on a Friday.

8. A Higher-Context Culture
From the anthropologist Edward T. Hall in his 1976 book Beyond Culture

9. 3 Keys To French Culture
• Geert Hofstede (Dutch psychologist)
cross-cultural psychology – 5 dimensions.
Dimensions
France
US
uncertainty avoidance
(vs. risk taking)
86
46
power distance
(strength of social hierarchy – “dirigisme”)
68
40
masculinity
(vs. femininity - task vs. person focused)
43
62

10. Regions: Differences = Opportunities
65M
• Paris Île‐de‐France
nearly 12 million population, larges
t regional economy in Europe.
• Rhône‐Alpes (area around Lyon)
chemical industries, wine,
tourism, technology
• Provence‐Alpes‐Côte d’Azur
manufacturing, wine, tourism,
services
• Nord‐Pas‐de‐Calais
manufacturing, transport (rail)
• Pays de la Loire
tourism, green technology
• Cultural differences too: time, formality, business
etiquette, attire, negotiation style.

11. Key Tips
• France is open for business now
– Generation X and Y open to US business culture
– Regulatory simplifications and incentives
– Challenged economy creates opportunities
• Aim at mid-term milestones
– Forging the right relationships takes more time
– Use your strategy but use French tactics
• Do not go alone
– Relationships matter and friends help
– France experienced in partnering with US
businesses

12. Merci et
Bonne Chance!
dan@origoterra.com
+1 (503) 616 4007