Germany

Overview

The third largest economy in the world
Germany accounts for roughly 25% of the EU's combined GDP
One of the world's highest standards of living
Some restrictive regulation, negative reunification issues, high taxes
World's shortest work week.

Opportunities:

air conditioning and refrigeration equipment
aircraft and parts
analytic and scientific instruments
clothing
electrical power generating equipment
electronic components
environmental protection goods and services
fiber optic cables, telecommunication products
fish, beer, wine
industrial chemicals
industrial process controls
lumber products
medical equipment and supplies
metalworking equipment

Marketing Tips

Intense competition from other European nations and domestic suppliers make it extremely important that foreign companies compete vigorously.
Germany has long been the world leader in trade fairs, which are the most important sales tool in the German market. Held often, they are the most well-publicized in the world.
It is essential that correspondence be in German, prices quoted in DM
Complying with Germany's restrictions on advertising content may require the advice of a local consultant.

Business Culture

High standards of impersonal formality are practiced in Germany's business society
Titles and positions are very important.
Though English is well-known, German is the language of business.
Gift giving is not proper business practice.
In business, as well as social occasions, always be punctual.
Cold calls are not well received.
Expect to encounter impersonal attitudes in your initial relations.

DO's	DON'T's
Always maintain a polite and formal reserve until your German colleague indicates for what appears to be a more casual relationship. Appointments are essential and should be scheduled in advance, particularly in the morning. Handshaking is extremely important and taken seriously in German culture.	Do not be offended by what appears to be a terse greeting or abrupt farewell. Do not point your finger at your head and make a screwing motion. Major insult in Germany.

Legal Environment:

Germany is a civil law country with a legal system very similar to other Western European countries.

Articles

Working with Export Partners in the European Union

Despite European unification, doing business in Europe can be trickier for U.S. exporters than in pre-EU times. Cultural and legal differences are potential pitfalls, and choosing the right agent or distributor for your product can also be difficult.