Misunderstanding over gestures is a common occurrence in cross-cultural communication, and misinterpretation along these lines can lead to business complications and social embarrassment. Proper use of names and titles is often a source of confusion in international business relations. First names are seldom used when doing business in Germany. Visiting business people should use the surname preceded by the title. Thais, on the other hand, address one other by first names and reserve last names for very formal occasions and written communications.
Customs concerning gift giving are extremely important to understand.
In some cultures gifts are expected and failure to present them is considered an insult, whereas in other countries offering a gift is considered offensive. Gift giving is an important part of doing business in Japan, where gifts are usually exchanged at the first meeting. In sharp contrast, gifts are rarely exchanged in Germany and are usually not appropriate. Gift giving is not a normal custom in Belgium or the United Kingdom either, although in both countries, flowers are a suitable gift when invited to someone's home. Customs concerning the exchange of business cards vary, too.