Location: Middle America, bordering the Caribbean Sea and the Gulf of Mexico, between Belize and the US and bordering the North Pacific Ocean, between Guatemala and the US

Capital: Mexico City

Population: 104,959,594 (July 2004 est.)

Language: Spanish

Lifestyle & Aspirations
Family is important in Mexico and family events are a top priority. Multi-generational family gatherings are frequent and common. People usually eat at home but will also go to restaurants and bars in large groups, although to eat and socialise, not to get drunk. An evening promenade before sitting down to eat is common, particularly in rural and coastal areas. Long discussions and impassioned debates over dinner are common.
Mexico is predominantly a Catholic country and a lot of people attend church and observe religious holidays, although many of these have a distinct and very colourful Mexican twist to them.
Soccer is a national obsession, as a spectator and participation sport. Basketball is also popular.
Music and dancing play a big role in the country's social life, as do the many fiestas on the social calendar.
Mexico has a spectacular heritage of art, craft and architecture, and many people work hard to keep the old traditions alive, making a living from the arts at the same time. The younger generation, however, is more interested in computer games and shopping.
Mexico has a huge coastline to the east and west, and beach life is important to anyone living within reach of the coast.

The Essentials (10 Key Tips)
1. Recognise that business is personal in Mexico. Mexicans prefer to do business with those they know and trust. Be sure to have respected contacts who can introduce you.
2. Be aware that first names are rarely used at the beginning of a relationship. Wait to be invited to address someone by his/her first name. Use formal titles to recognise someone's status.
3. Make business appointments in advance. Confirm them a few days before, and on arrival in Mexico. It is customary for a number of secretaries to process call. Try to find direct lines. Mobile numbers when possible.
4. Be aware that calls or messages left will be answered.. In most cases, Mexicans tend to think that if a call is important it will be placed again. Voice-mail systems are considered unfriendly.
5. Recognise that Mexico is a hierarchical society, and expect business deals to be made at the highest levels.
6. Expect a more relaxed attitude to time (time is not money; money is for enjoying life). Given their exposure to other countries, you may find an accommodation to your orientations toward time is made.
7. Try not to cause a Mexican to lose face.
8. Accept and extend invitations. Socialising is important and an accepted way of getting to know your Mexican counterpart.
9. Recognise that there is often a considerable gap between the executive level and the execution levels in Mexico business. The Mexican executive may agree with you, but must seriously consider how the rest of the company will execute agreements.
10. Expect meetings to stray from the agenda and run over time. Be patient and build in extra time in schedules.

Working with the Mexicans
Getting along with Mexicans is relatively easy provided you understand the concept of face. There is a strong sense of personal and national honour; Mexicans come from a great culture and are proud of it. Their sense of saving face is very similar to the Japanese ethic.
The Mexican concept of time is different and more relaxed, it's true; but they also have a desire to please, a strong work ethic, charisma and passion, and a strong sense of loyalty. Family ties are very important, and a good business networker will win the trust of Mexican counterparts to become part of the extended family. In order to get through the door in the first place, though, it is important to have a local intermediary make the introduction.
Smart dress, a basic command of Spanish, a warm and outgoing personality and a strong sense of diplomacy will all contribute towards a successful relationship with Mexicans.

Making a Good Impression
To make a good impression, dress smartly and sharply and try to speak some Spanish, using the polite form of address. Be patient, warm and compassionate if the need arises. Don't shrink away from someone who stands too close - physical contact is stronger here than most Americans and north Europeans are used to.
Show respect for Mexico, its art and culture, and its history. Don't criticise the country's politics, or draw attention to its poverty. Be a good listener but expect to be interrupted yourself. Always ask after somebody's family and show respect and deference to older people.
Accept all social invitations and return the favour. Business entertaining is an essential part of commerce and you will be judged on whether you join in, and how
entertaining you are as a guest. Being charismatic, or known to be able to tell a good story is always a benefit.
Remember that saving face is important in Mexico. Do not say or do anything that will cause somebody to lose face. If you need to criticise, don't do it in front of colleagues. Being sarcastic will not work, nor will humiliating a Mexican.

Business Etiquette
Business cards
Business cards are exchanged frequently. Present your business card to the receptionist when you arrive for an appointment. Business cards printed on one side in Spanish will be appreciated but are not essential. Your card should include your degree and any title (Doctor, Professor etc).

Body language
Mexicans are more tactile than most north Europeans and north Americans. Increased physical contact is often a sign of progress in the negotiations. Don't back away - this could be regarded as an insult.
The abrazo is a combined bear hug and hearty slap on the back, used by male friends and close colleagues on arrival and departure. Women friends greet and part with a slight embrace and a kiss on each cheek. Avoid too much direct eye contact, which can appear challenging, but do maintain a steady gaze.

Communication style
Gesturing and high level of emotion are common in all Latin American cultures.
The Spanish language, with its wealth of diminutive endings, its rich vocabulary and multiple-choice options on most nouns, is extremely suitable for expressing emotion, endearments and nuances. The language exudes warmth, excitement and, at times, exaggeration. The Castilian word hablar - to speak- comes from fabulare, meaning 'to invent' in Latin, reflecting the Spanish enjoyment for creation and performance in communication.
Intuition is as important as fact in Mexican business culture. Consequently, it's important that you work at developing an excellent rapport with your Mexican counterparts. If they have a favourable impression of you, and believe that you can be trusted, the likelihood of your success increases.
Impressions count. Dress well and stay in the best hotels to win the respect of your Mexican counterparts before negotiations begin.

Gift giving
Gifts are not required as part of the negotiating process but may be appreciated as a gesture of friendship. Don't spend too much or ask what someone would like as a gift - this is considered to be offensive.
Only tasteful items bearing a company logo should be given, such as quality pens or desk accessories. Local crafts from to your home region are often appreciated as gifts, but avoid silver. Mexicans are proud of their silver, which they believe to be the finest in the world.
If invited to a private home, there is no need to take a large gift. If you wish to reciprocate invite your host and hostess out for a return meal. Otherwise, a small, token item, such as chocolates or something for the children, will always be appreciated. If taking flowers, check their suitability with a Mexican florist - yellow flowers symbolise death and red ones the casting of spells.

Business Meeting Culture
Planning a meeting
A local agent (enchufado), usually (but not necessarily) a well-connected lawyer, is necessary for establishing contact and setting up the meeting. These individuals can be found via Mexican trade missions. A prior appointment is essential. Phone to confirm the appointment once you are in Mexico and make sure you leave contact details with your counterpart's secretary.
Expect your first meeting to be the first of many. Negotiations in Latin and Central America are a long, drawn-out process. Turn up on time but expect to wait - keeping you waiting enhances the importance of the person you are meeting.
Business in Mexico is all about personal relationships. Backup materials and brochures, however impressive, are generally far less important than the impression you make on the day.

During the meeting
Do not expect to discuss business at the start of any meeting. During a first meeting, Mexicans will want to become acquainted with you before proceeding with business, so be accommodating and answer any questions about your background and perhaps family life.
A first meeting is designed to establish trust and respect at the highest levels. Subsequent meetings may well be carried out by subordinates, although you should continue to send your highest-ranking executives.
Lively discussion, which, if you don't speak Spanish, may sound like heated argument, will take place in meetings. It is not a sign of aggression. Allow your counterpart to control the agenda and pace of the meeting.

After the meeting
The meeting will frequently continue over lunch or into the evening, as a way of assessing you, your trustworthiness and whether you are a suitable person with whom to do business.
Expect heavy bureaucracy when dealing with government bodies, but an element of business being done on trust in the private sector. Deals are almost always concluded in person, rather than over the phone or by letter, but you will need to get written confirmation.
As a deal is signed, be sure to have copies of all relevant files and legal documents at hand, as well as your own identification.

Motivating Others
Mexicans may not feel a great loyalty to an impersonal organisation, but rather to the social network attached to it. Employees are more likely to 'go the extra mile' for a person than for a company, and only then if they feel the individual is genuine, with no hidden agenda.
Mexican executives are motivated by interpersonal contact. Executives will typically have a need for recognition and approval and will spend their entire careers building a power base around themselves. It is not always easy for them to delegate or share power.
Mexicans, like anybody else, are motivated by money. They will not, however, be completely driven by it. They work to live, but do not live to work. Family, friendships and social occasions are more important than putting in extra hours at the office to impress the boss. Having said this, Mexicans today, particularly the younger generation, have a strong work ethic and a keen sense of ambition. A good manager will be able to tap into this without perpetuating the myth that Americans or Europeans are cold, uncaring, materialistic and lacking in moral principles.

Effective Presentations
Be very clear in your presentation. Saving face is an important part of the Mexican psyche and the Mexicans will not like to admit that they have not understood something.
Use good visual aids and repetition. Highlight the important points but don't rely too heavily on data. Machismo rules and style are as important as content in an intuitive decision-making process. Make eye contact with everybody in the room but particularly with the leader of the Mexican delegation.
It is considered offensive to throw documents onto a table during a business meeting.
The presentation of any written material will be carefully scrutinised and may be as important in the decision-making process as the content.

Audience expectations
Mexicans are attentive and polite listeners and will not normally interrupt during a presentation. They are, however, often suspicious of Americans.
Correspondence and trade literature should be in Spanish where possible. Although English is widely spoken, there are still many who do not speak it or understand technical terminology.
Price lists should be in dollars or pesos. Many exporters price in dollars. Spanish should be used, if possible, and all costs should be included.
Even if you encourage questions, you may not get realistic feedback. Criticism and accountability are generally avoided and feedback will be subjective and general in nature.

Managing Relationships
Managing relationships in Mexico requires a degree of tact and an understanding of the Asian concept of 'face'. Diplomacy is required when giving feedback and it's essential that an individual is not caused to lose face in front of colleagues. This applies as well to customers and suppliers.
Mexican workers enjoy a lot of privileges but have a strong work ethic, too, and work well in teams. There is a strong entrepreneurial spirit in the country, although Mexicans do not live to work in the same way that they perceive Americans and north Europeans to do. Relationships are more important than being a slave to a job, and time has a different meaning, seen by many to be governed by fate. It is important to understand this when managing a Mexican team.
Mexico has a growing sense of customer service, thanks in part to the influence of the USA. Relationships with suppliers do need to be carefully managed, though, as it is not always easy to identify problems and there may be a tendency to promise things which cannot be delivered.
If any kind of problem does need to be dealt with, Mexicans will aim for a win-win outcome.