Culture

Religion

Christianity (Roman Catholic 78%, Protestant 6%), Islam minority

Cultural classification

Tirol and western Austria – linear-active and data-oriented
Vienna – linear and multi-active, dialogue-oriented

Languages

German (official)

Values and core beliefs

If we look at the map of Austria in outline we are tempted to imagine a rump, with half a leg sticking out to the left. The metaphor, in fact, is not so inaccurate, since the country could be described as a rump state or what is left when others have taken their share. The break-up of the vast Austro-Hungarian empire hit Austrians hard. The Second World War, with the subsequent four-power occupation lasting till 1955, administered the coup de grâce to what was left of their self-assurance. The Austrians, heirs to a glorious imperial past, feel that there is a role for them, but do not quite know where to look for it.

Their search for identity is not an easy one. The dismemberment of the empire caused the loss of many lands and many citizens. Those that are left do not show great cohesion. Austria is compact neither in shape nor in mind. In the west the inhabitants of Vorarlberg would like to be Swiss, but the Swiss would not have them. Salzburg is compelling, but the east in dominated by Vienna – inhabited by large numbers of Czechs, Hungarians, Slovaks, Slovenians and Jews, not to mention recent immigrants from Eastern Europe.

Yet some statistics suggest a prosperous, healthy-minded Austria. Its 21st ranking in world economies is creditable, considering its small population and few resources. Its 12th place in GDP per capita is nothing less than astonishing. It is ninth in car ownership, sixth in tourist receipts and third in health spending. Its only ‘gold medal’ in global achievement, however, hints at its ‘anonymous excellence’: it is undisputed first in paper recycling!

Cultural black holes

Austrians have a general lack of self-confidence which causes them to be hyper-sensitive to external criticism. Also society is to some extent polarised.

Concept of space

In the west of Austria, love of nature and neat, well-nurtured spaces is dominant. Tyrolese keep at a respectful Germanic distance from each other (over a metre) and kissing and hugging in public are rarely seen. Handshaking is mandatory.

The Viennese are much more tactile. Slavic, Jewish and Latin influence is observable in considerable physical closeness and displays of affection.

Concept of time

In the west of Austria people are punctual and hate time wasting. Vienna is different again. The ‘coffee house’ culture of the capital encourages leisurely gatherings where gossip and networking thrive and clock watching takes a back seat.


This diagram shows a linear concept where one plans tasks in a sequential fashion, completing each one before going on to the next. One proceeds in agenda-like fashion, segmenting issues and solving problems one at a time.

Self image

Viennese consider themselves among the most sophisticated people in the world, particularly in the sphere of music and the arts. Tyroleans and Western Austrians see themselves as very honest, solid and reliable.

Culture: communication

Communication patterns

Austrians are efficient communicators, using charm and small talk, and on the surface are open and friendly. They are also manipulative, but in an unconscious, natural way, not cold and calculating. They are eager talkers in monologue and are raconteurs who love telling stories and embellishing as they go along. In business discussion their weakness is that they often lapse into a rambling, convoluted style, feeling that they have to fill in all the background and context. Nordic or American directness is disconcerting to Viennese, who find it ‘uncivilised’.

In the Tyrol the speech style is more Germanic and straightforward.


In the diagrams depicting communication patterns, the depth of the initial segment generally gives some indication of the relative verbosity of the speaker.

Barriers to the speech flow or progress of the meeting are shown by orange shaded divisions.

At the end (on the right) there is usually a comment on what the outcome was (e.g. clarity, inconclusive, etc).

Body language and non-verbal communication

Very restricted in Western Austria. Much less so in Vienna, where many interlocutors may be of Jewish, Czech, Hungarian, Slovak or Romanian origin

Listening habits

Austrian politeness and agreeableness make them attentive listeners on the surface. They are, however, always anxious to speak themselves and, given the opportunity, they often take up where they left off. It is common for them to resume with ‘Yes, but…’


In the diagrams depicting listening habits, the orange zones indicates the areas of receptive, uncomplicated listening.

The yellow zones indicate the areas of complication or conlflict.

Audience expectations at presentations

• Expect sophistication
• Wary of being cornered
• Ready for compromise
• Polite and agreeable all round
• Anxious to speak soon
• Avoid confrontation
• Expect speaker to be well-dressed
• Like conservatism
• Formality

Culture: interaction

Concept of status

In Austria there is a historical respect for aristocrats, not unrelated to the nostalgia felt about the old empire. The country (and especially Vienna) can still be categorised as class conscious. Austria is a democratic republic and business and industry, organised labour and the farming community work closely with the ministries in regulating the economy and political direction. Artists and especially musicians, conductors and composers, are greatly admired, even revered.

Gender issues

Women are more involved in business and politics in Vienna and Salzburg than they are in Western Austria. In the big cities they are very active and influential socially. Women in the rural west have a reputation for hard work, efficiency and cleanliness.

Leadership style

At business level, leadership is autocratic and authoritarian. Staff listen respectfully to what the boss has got to say, without interrupting. Top managers maintain a sizeable power distance and delegate day-to-day tasks to middle managers, who work harder than they do. Middle managers enjoy authority over the rank and file, but object to the boss’s policies at some risk. Workers tend to show exaggerated respect to seniors and are uncomfortable with a system where their voices are rarely heard and where the major societal decisions are made behind closed doors. The general lack of self-confidence (observable at all levels of Austrian society) discourages workers from standing up for their rights.

Family connections and private networks are influential and advancement in business and government is less transparent than it seems. The younger generation feel they are inadequately represented. Many Austrians list ‘knowing the right people’ as the most important factor in advancing one’s career; hard work and loyalty to the company come lower down.



Language of management

Austrian managers impress their staff with their command of appropriate language, which, in their case, is a combination of folksy Austrian-accented German (to show solidarity) and sophisticated French loan-words (to show erudition) As in France elegant speech commands admiration.



Motivation factors

KEY: Exhibit good manners and sophistication

Cross-century mood

Austrians are searching for a positive identity after the collapse of the Austro-Hungarian Empire and post war 4-power occupation.
They are determined to hang on to their considerable prosperity.
Their entry into the EU shows optimism tinged with caution.

Motivating factors

Refer to their high standard of living (currently 8th in GDP per capita).
Distinguish them from Germans.
Dwell on Austrian strength – scenery, skiing, music, folklore, neat infrastructure.
Go along with their tendency to charm.
Observe the class differences.
Observe power distances.
Respect education.
Be well mannered and chivalrous.
Accept that gossip and “coffee house” networking is part of the culture.
Converse at a leisurely pace.
Distinguish between Viennese and West Austrians.

AVOID

Mention of Adolf Hitler.
Discussion of World War II.
Criticism of Austria.
Too much directness.

General behaviour at meetings

Austrians arrive at meetings well dressed in good-quality, smart clothes of a conservative nature. Their manner is formal and titles (Frau Arkitekt) are used. They maintain formality, as Germans do, but are less factual than Germans and often introduce personal details, talking about themselves and their emotions, not always with great tact. They attempt to maintain a veneer of self-assurance, but one senses insecurity underneath as they search for an appropriate role to play vis-à-vis their interlocutors. They are agreeable to most proposals, but may back out of today’s statements tomorrow. They have a tendency to promise more than they can deliver and fall short of German or Nordic reliability in this respect. They avoid confrontation whenever possible and compromise rather than make a solid decision. Their agreeableness can quickly disappear if they are ‘cornered’ or deadlocked.

It is advisable to check regularly on the performance of Viennese with respect to what they have promised. ‘Did you remember…’ is a useful start! Unlike Germans, Viennese think short term rather than long; the dismemberment of the country probably has something to do with this. When reminded of their obligations, however, they do their best to comply.


Linear-active people need relatively little preamble or small talk before getting down to business. They like to introduce bullet points which can serve as an agenda. Tasks or issues are segmented, discussed and dealt with one after the other. Solutions reached are summarised in the minutes.

Negotiating characteristics

Formality and use of titles
Precede business with 15-20 minutes small talk of agreeable nature
Make initial reasonable proposals
Maintain charm when opposed
Ask for clarification of objections
Reply skilfully
Become quickly exploratory when things are not going their way.
Maintain dignity at all times
Bargain, but not in obvious manner
Use persuasion and manipulation
Stress Austrian quality, punctuality and delivery dates
Reject strong criticism
Do not force decisions
Can wait till tomorrow (or later)
Make few gratuitous concessions
May not fulfil all obligations unless monitored

Contracts and commitments

Generally reliable and compliant. Function better when monitored. Expect others to adhere to contract. Less long term than Germans or British (historical reasons).

Manners and taboos

Austrians vary in lifestyle – the west is agricultural or tourist oriented and maintains rural and folkloric traditions.

The Viennese, in spite of their underlying insecurity and tendency to be neurotic or melodramatic, are highly cultured people who enjoy a good lifestyle. They are invariably attracted to panache, fame and genius. Their standard of living is good, compared to most Europeans. They have always professed admiration for French grace and style – in their everyday language they use many French loan words.

The suicide rate is high – some victims are children who have failed their exams. Viennese tend to be over-strict with their children, who encounter frequent repression when young and resent it in their teens and later.

Taboo subjects of discussion in Austria are the Second World War, Adolf Hitler, the annexation and criticism of Austrians. As for the rest, Austrians are exciting and knowledgeable interlocutors for whom conversation is a real art. They are extremely hospitable to visitors from abroad.

How to empathize with them

Be well dressed and presentable
Do not be over-familiar early on and maintain distance of respect
Evince sophistication and erudition
Praise Austrian scenic beauty
Distinguish themselves clearly from Germans (even Bavarians)
Be generous and hospitable
Do not over-simplify issues with Viennese
In Vienna remember you may be dealing with people of Jewish, Hungarian, Czech, Slovak or Romanian origins
Avoid any form of deviousness in Western Austria

Riječ je o dosta starom, usudio bih se reći i zastarjelom priručniku...
Po ovome Austrijanci ispadaju jako iskompleksirani, na razini Srba i Hrvata, no to danas zasigurno nije slučaj. Od tada su se razvijali brže od prosjeka EU, dakle na taj dio mogu samo biti ponosni, a i izgradili su normalniji odnos sa svojim Nijemštvom, ponovno je postalo normalno navijati za Njemačku na svjetskom prvenstvu...

Pogodili su to za odnose na radnom mjestu, bar iz mog iskustva. Neki dan sam gazdu uhvatio za vrat i stisnuo ga prema dolje. Pravi su idioti kao gazde i manageri, radne kolege med i mlijeko.

Pogodili su to za odnose na radnom mjestu, bar iz mog iskustva. Neki dan sam gazdu uhvatio za vrat i stisnuo ga prema dolje. Pravi su idioti kao gazde i manageri, radne kolege med i mlijeko.

Ako zbog toga nisi dobio izvanredni otkaz i privatnu tužbu, onda to nije normalna država.

BBC, vidim neprijatelji odmah skočiše, a od mene stiže podrška, smjesti tog šefa i svakog slijedećeg gdje mu je mjesto.

Očekujem da će emt i BBC reći da nisu pogodili, da bi ispali pametniji.