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One aspect of our business travel is to advise business travelers about conducting business in particular destinations. We have chosen Italy as a sample.

Italy is rated as the fifth industrialized nation in the world. Although none of its industries dominate, it is competitive worldwide in automobiles, machinery, chemicals, pharmaceuticals, textiles, and shoes; iron, steel, cement, and robotics also play an important role in the economy. A large part of its economy has been based on the transformation of raw materials, mostly imported, into a finished product. There is considerable difference in the geographical make-up of the country: the North is primarily industrialized, with the double the per capita income of the agricultural South. Over the years, Italy's economic performance, despite being convulsed with political upheavals, has been steadily improving, and international trade--especially growth in exports--continues as an important priority. The business atmosphere in Italy is undergoing dramatic change.

The Italian government, until recently having controlled some 20% of the country's economy, is looking to align its policies with other EU countries, and some of the largest government holdings are being privatized, such as telecommunications, energy, and electricity monopolies. Also, many of the traditionally family run businesses such as Fininvest, Fiat, Pirelli, and Olivetti, long preeminent in the Italian economy, are passing down the commands to a younger generation that has trained management expertise, international ambitions, and multinational links. The atmosphere now is one of embracing foreign investment: branches of multinational corporations and international commercial chains are opening in major Italian cities, and new opportunities are also occurring for businesses on a smaller scale and for joint Italian-foreign enterprises. Franchising is gaining momentum in such industries as fast food, sports clothing and shoes, beauty products, and houseware, as well as such growing areas as couriers, computer software and hardware, and management consulting. With all its high-tech glitter and modernism, Rome still carries out its very charming and Mediterranean personality: The government or your business colleagues do not believe in the nine-to-five schedule. Although the idea of being open all day may be appreciated, there is still some extended closure at midday, especially amongst the businesses and offices outside the direct center. Some traditional business lunches do occur, yet the busier people with international dealings, like their American counterparts, partake in the very unMediterranean lunch at their desks. Make appointments well in advance, and try to avoid setting them early in the morning or just after lunch--mid-morning, late afternoon, or early evening are considered the best times. Despite the Roman tendency to take time casually, you should always be on time for a business meeting and make your apologies if you are not. Italian business works most effectively by employing the personal approach--be professional, yet personable, open, and friendly. Remember that Italians are people of the sun. Make sure to pursue follow-up meetings, and schedule second visits. Acknowledge all correspondence and provide information requested in a timely manner.

As in "When in Rome," make every effort, even a clumsy one, at speaking Italian, both to be polite and to protect your interests, although even your best Italian may not help you to fathom the arcane bureaucracy for which Italy is renowned. Remember to always use the formal third-person singular, no matter the conviviality of the business meeting, and begin by using the person¹s honorific and last name. This happens to be true in all situations, professional, persona, or commercial. Address a woman as signora, and men as either signore, or dottore, since everyone with a college degree is a dottore. Medical doctors are also dottore, unless they are affiliated with a university, in which case say professore. A woman in this situation would be dottoressa or a professoressa. Attorneys are addressed as avvocato and engineers as ingegnere. The business lunch or dinner is an important matter. Expect to spend several hours over a multi-course business meal, especially in the early stages of a business deal. Alcohol is usually savored only at meals, most often a bottle of good wine, with an occasional aperitivo of vermouth before. And if it is your treat at the restaurant, it may be most advantageous to arrange with the restaurant proprietor beforehand that you will pay the bill. Romans, a generous lot, will probably fare la scena (make the gesture), no matter whose invitation it was originally.

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