Discuss the Dutch business culture
Clarke Ricks School of Business,
Liberty University
BUSI 690: Policy and Strategy in Global Competition
Dr. Hicks
June 8, 2022
Discuss the Dutch business culture
Below is a short introduction to the Netherlands.
With a surface area of more than 41,000 km2, and a population of around 17 million
people, the Netherlands is one of the world’s most populous countries. A quarter of the
Netherlands’ land area lies below sea level. The low-lying areas consist mainly of polders, flat
stretches of land surrounded by dikes where the water table is controlled artificially.
The Netherlands, which shares it borders with Germany and Belgium, is often referred to as
“Holland”, the identity of the two western coastal provinces, North and South Holland, which
are at the core of the country and have played a dominant role in the history of the
Netherlands. Thanks to their location on to the Rhine-Maas estuary, these provinces are very
important for the economy. They also contain the country’s principal administrative and
commercial cities – Amsterdam, The Hague (Den Haag) and Rotterdam. Together with Utrecht,
the capital of the province of Utrecht, they form the combined area of what is known as the
Randstad conurbation, with a population of around 7 million. Today, the Netherlands comprises
12 provinces: North and South Holland, Utrecht, Gelderland, Overijssel and Flevoland
(reclaimed from the Ijsselmeer) in the centre, Friesland, Drenthe and Groningen in the north,
and Zeeland, North Brabant and Limburg in the south.
Dutch is the mother tongue of more than 22 million people in the Netherlands and Belgium,
whilst in the Dutch province of Friesland some people speak another language, Frisian. The
Netherlands is in the time zone of UTC+1. However, during summertime (March to October) the
clock is changed to summer time UTC+2.
The Netherlands has a temperate marine climate with cool summers and mild winters. The
most distinctive feature of the country geographically – but also logistically and economically –
is the Rhine-Maas delta with its seaport of Rotterdam, the largest in the western world. It is
here that one finds a break in the weather pattern, with a milder continental climate to the
south and a more vigorous weather pattern dominated by North Sea winds to the north.
Dutch society used to be strictly organised along religious or ideological lines with every
grouping having its own schools, newspapers, trade unions, clubs, etc. Traces of this can still be
seen today in the media, interest groups and the education system. Although churchgoing is on
the wane, there are two large religious groups in the Netherlands: Roman Catholic and
Protestant together with minorities of for example Muslims, Jews and Hindus throughout the
country. However, nearly half of the population has no affiliation to any religious body.
As an open economy, the Netherlands is susceptible to international developments and is
based on consensus. The Netherlands has a long tradition of negotiation, which lives on in close
and regular contacts between trade unions, employers’ organisations and government. It is a
member of all the major international organisations.
Xenophobia: being a foreigner in the Netherlands
The Netherlands has a well-deserved reputation as a model democracy embodying the
principles of pluralism, social responsibility, tolerance and industriousness. It is a highly
organised society, so much so that a uniquely Dutch attitude has evolved to accommodate the
strains – what is called gedogen, an untranslatable word that implies the ability to tolerate
exceptions to the rule.
The influence of living in a relatively unfriendly environment over the centuries cannot be
underestimated. This has generated a sense of the individual’s worth combined with a strong
team spirit and a great fondness for gezelligheid, a peculiarly Dutch form of cosy sociability.
Most importantly, it has also produced a consensus-oriented society where everyone has his or
her say. All Dutch people know the value of their opinions and do not hesitate to give them.
Even more important than gezelligheid and gedogen is the Dutch sense of Freedom. It was
in the Netherlands that people first rejected the power of the Roman Catholic Church (as a
society). In history, this was the place where books that were not allowed in other countries,
were printed. This was a basis for their general attitude: Tolerance. Everyone has a right to his
or her opinion.
There are fundamental differences between the Dutch and the Belgians. Some say that this
difference is due to the fact that the Dutch are born into a seafaring tradition. This is only
partly true: there are two formative traditions in Dutch history, the farmers and the pirates. The
second of these two cultures is well illustrated in the TV series, ‘Flodder’ – the Dutch
counterpart of the Belgian ‘Samson’ series, both of which demonstrate the disarming ability of
people to laugh at themselves.
The egalitarian urge of the Dutch has also encouraged a tendency to avoid displays of
conspicuous wealth: houses and even streets often seem surprisingly small and discreet to
foreigners. This also used to apply to cars, but the iconic DAF is now being replaced by big
BMWs and the Mercedes-Benz. The traditional conformism of the Dutch – expressed in the
popular phrase ‘Doe normaal, dan doe je al gek genoeg’ (‘act normally, that’s crazy enough as it
is’) – is, like the dikes, being slowly eroded by the seas of time. Yet, in such a small and highly
populated country, there is still a need for social order and some resistance to deviant
behaviour, even if an international study into eccentricity rated the Dutch second only to the
English in Europe.
International Business
When doing business in a foreign country you need to be prepared to experience things
that are different from those in your own culture. Without proper preparation and planning,
you may experience culture shock which can have a negative influence on the outcome of the
business. It is understandable that, as an active business person, you can only invest a limited
amount of time into the exploration of these cultural differences however, the benefits are
extremely worthwhile.
General Education
The Netherlands has one of the best educational records in Europe, with nearly 100%
literacy and more than 20% of the population moving on to higher education. Compulsory
education (leerplicht) in the Netherlands starts at the age of five. However, in practice many
schools accept children one year earlier. From the age of sixteen there is a partial compulsory
education (partiële leerplicht), meaning that a pupil must attend some form of education for at
least two days a week. Compulsory education ends at 18.
Between the ages of five and twelve, children attend basisschool (elementary school,
literally, “basic school”). This school has eight grades, groep 1 to groep 8. School attendance is
compulsory from group 2 onwards (at age five), but almost all children commence school at
four. From group 3 onwards, children learn how to read, write and do maths.
Educational standards
When doing business in a foreign country, it helps to have some knowledge of the language
and computer competency of your counterparts. You can then decide whether it is safe to rely
on the host speaking your language or whether it is necessary to travel with an interpreter.
Computers and electronic communications can significantly increase the pace of business
negotiations. At least some awareness of your business partner’s computer literacy may help
you to adjust both your expectations and the degree to which you incorporate technology into
your negotiations not to mention saving time and money.
Other Issues such as transportation infrastructure
As a pluralist and egalitarian society, the Netherlands is an accommodating country and
treats its immigrant well. While the Dutch are individually very tolerant people, there are
growing signs of popular frustration at the attitudes and behaviour of some immigrant groups
and as a consequence, some emerging evidence of racism. This is essentially directed at non-
European peoples.
Cultural taboos
If your Dutch colleague responds critically to something you have said or done, do not take
this as a rejection. He or she is simply giving an opinion.
Although the Netherlands is essentially a tolerant and pluralistic society, there are some
issues that are best avoided, particularly at the beginning of a relationship.
Behaviours to avoid:
addressing people by their first name initially
walking into someone’s office without knocking
talking with your hands in your pockets
yawning or using a toothpick without covering your mouth
chewing gum or spitting in public
breaking promises
littering
Discussion topics to avoid
what people earn
personal or intimate questions
dress, appearance or weight
The following topics are safe and suitable for discussions with your Dutch counterparts:
The weather – e.g. “Nice day!”
Food and drink – e.g. “Would you like a cup of coffee?” or “Are you hungry?”
Travel – e.g. “How was the journey?” or “Did you have a pleasant flight?”
Family – e.g. “Please give my best regards to your wife”
Entertainment – e.g. “Did you see the film last night on TV?”
Holidays – e.g. “When do you plan to go on holiday?”
Music – e.g. “Do you like pop music?”
News – e.g. “Did you hear about the demonstrations in France?”
Sport, particularly football, cycling or tennis – “I see the winner was Dutch!”
General topics – e.g. “How was your day yesterday?” or “See you on Monday.”
