People from Zagreb are somewhat more linear in their discourse than Dalmatians.Croatia is the most maritime of the six republics that formed the former state of Yugoslavia. It has an extremely beautiful coastline and hundreds of picturesque islands, both inhabited and uninhabited, in its Adriatic waters.
The country is divided into two main areas (Mediterranean and Central European) by the Dinaric Alps, which run parallel to the coast. The population is correspondingly mixed with people of Hungarian and Germanic descent to the north and of Italian provenance in the south.
Even in these international times, Croatia is one of the most international countries around. The main reason for this is geography, but history and politics have also played a part. Croats arrived in the seventh century and settled in their present territory, which has unfortunately always been a thoroughfare and a bone of contention. Everybody wanted that piece of coast, warm and well provided with natural ports, so many peoples invaded Croatia. To give credit to Croatia, it never crossed its borders to invade anybody else’s territory.
In 803 Croatia became part of the Roman Empire, only to be followed by other occupations: the Ottoman Empire, the Austrian Hapsburgs, the Austro–Hungarian Empire. Finally, in 1918, like Slovenia, Croatia became part of the new country later named Yugoslavia (1929). Germany occupied Yugoslavia during World War II; after the war, communists took power and Josip Broz Tito became the country’s leader. Despite ethnic differences, Tito held Yugoslavia together until his death in 1980. A 1991 referendum voted overwhelmingly in favor of Croatia becoming an independent republic.
The Croatian economy is recovering gradually from the ravages inflicted by the civil war, which began following independence from Yugoslavia in 1991 and severely damaged much of Croatia’s infrastructure, factories, farmland and tourist centers. The international community made substantial loans to help the country regain its economic footing. A bright spot for Croatia’s future economic development is the prospect of increased tourism; the Croatian coast is arguably the most spectacular in Europe and other attractive locations are becoming internationally famous.
antipathy toward Serbs | sense of belonging to Europe |
Catholic attitudes | pride in cultural heritage |
strong family attachments | pessimism |
social envy | respect for education |
passion for the Adriatic |
Although it is not actually a value, the Croatians’ lasting hatred of the Serbs must be mentioned. It is an animosity that dates back to the tribal period. Centuries of subjugation politically emasculated the Croats’ elite, who offered intellectual opposition rather than fighting for power. They fear and despise the more numerous Serbs, whom they regard as “Oriental barbarians.”
Croatia was used by the Hapsburgs as a defensive outpost against the Ottoman Empire. Croatian loyalty was to the Hapsburg emperor and to the Catholic Church. Leadership until independence emanated chiefly from imperial or church officials. During 45 years of communism, leadership was invested in Communist Party officials, often Serbian. Tito, however, was a Croat. In present-day Croatia (now converted to a market economy), some former communist luminaries still linger in the halls of power. The many opportunities offered by tourism, however, are leading to the creation of an entrepreneurial class of managers who embrace Western principles. Meritocracy is on the rise, though respect for status and hierarchical rank remain. Croatians respect money, power and influence. They strive to get qualified first, then use their education to achieve material ends. Trappings of status such as fine clothes, homes and cars are eagerly sought. Once money is available, there is a tendency toward consumption.
Croatians are tactile and demonstrative. The comfortable conversational distance is much closer than in Northern Europe. Like Hungarians, they are used to being crammed together in small spaces, and they are mostly very close to their families, in the literal as well as in every other sense. Occasionally one still encounters the Austro-Hungarian hand-kissing behavior, but this has largely been superseded by post-communist surliness.
Croatians are not particularly punctual, but they will make a special effort if they consider a meeting very important. Senior people make younger ones wait longer.
Croats possess strong opinions, especially in the political sphere, but also concerning social and business matters. They are somewhat restrained in expressing them, however, and are less open than the Serbs, who often demonstrate their views forcibly or even in a fiery manner. A high level of education often enables Croats to pursue their argument in a sophisticated manner. Their linguistic skills are considerable; they choose their words carefully for best effect.
Croats are not the world’s best listeners, inasmuch as they are suspicious of any arguments coming from an Eastern direction and lapse into cynicism easily. They are, however, swayed by sophisticated and rational discourse, especially from a Western source. They may interrupt interlocutors but generally do so in a courteous manner. Their quick minds cause them to evaluate speakers and formulate their reply while listening. Dalmatian Croats have a similar listening pattern to that of Italians. Further north they are influenced more by cold facts. Mainly they want logical arguments spiced with a little verve, but they are suspicious of rhetoric or too much charisma.
Croatians are very eager to join the rest of Europe, where they feel they belong. They expect to gain admittance to the EU some time in the second decade of this century. They learn foreign languages, travel as much as they can, and many of them have spent some time abroad.
When getting down to doing business with Croats, expect some delay. There will be lots of refreshments and digressions. It is best to prepare a strategy for keeping close to the agenda. Subdiscussions among those present may develop, and sometimes everybody will talk at the same time. Because they have a tendency to disagree with each other, negotiations may be slow, unless the power structure in the group is such that everybody simply has to follow the leader.
Croats generally do not use humor during a business meeting, but they will everywhere else. Their sense of humor is of a cynical, disenchanted nature, which they share in common with all Eastern Europeans. That, along with a certain lack of confidence, visible or not, is the result of never having been free to do what they wanted; someone was always there to stop them. Try to subtly encourage them toward positive thinking, indispensable in business.
Meetings are usually held in a formal manner with use of titles. The general respect for hierarchy can be noted in the seating arrangements. No commitments are entered into early on; trust must be established first. Croatians often say things that will please the other side. Although you should usually take such statements with a pinch of salt, remember that deceit is not in fact intended. Eastern Europeans tend to observe certain courtesies in communication.
Negotiations tend to include the following characteristics:
People from Zagreb are somewhat more linear in their discourse than Dalmatians.
When it comes to business, the style is generally sober, with occasional flashes of sentiment.
In view of their previous oppression by others, Croats expect to be treated generously and think Western partners will offer concessions when their own resources are inadequate.
Reluctance to accept responsibility is frequent, a carryover from communist control.
Negotiations are tenacious enough but rarely openly forceful. In the end Croats “get what they can,” although meetings occasionally end in ambiguity.
Croats normally make an effort to keep commitments, though they sometimes fail to do so when they bite off more than they can chew.
There is nothing Slavic, Latin, Hungarian, Germanic or Middle Eastern that seems totally strange to Croats. Having been invaded and occupied many times, they have learned to eat many different foods and have a feel for diverse mentalities. Eye contact is important; it is advisable to remove sunglasses while conversing with someone.
As a visitor to Croatia, you will be entertained lavishly, and forget about getting enough sleep. Croatian hospitality is sincere and generous. They will also be eager to show you as much of their beloved country as possible. Folklore and folk arts festivals are common, and Croats are happy to share these events and parties with strangers and visitors. As for eating and drinking, there is a lot of it. Socializing with friends in wine cellars and taverns is a way of life.
In business and investment, make Croats understand that you are not trying to take over; there is some fear in certain circles that foreign investors are trying to “buy up Croatia.” Express appreciation for their cultural and artistic patrimony, and the beauty of their country. Show them that you understand—and respect them—as being truly European. Personal contact is important. If mutual trust is established, you may make some good friends, your business is likely to benefit and you may be in for an enjoyable time.
MOTIVATION | |
KEY | Help them into Europe |
Cross-century mood |
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Motivating Factors
Croats are proud of their country and expect recognition.
They consider themselves cultured and expect you to match their level of sophistication.
If you speak “Serbo-Croat,” make sure you use the Croat version.
Croats like entrepreneurial ideas.
Indicate that you can be relaxed about certain laws and regulations.
They sometimes lack self-confidence; try to encourage them without being obvious.
Socialize if they indicate that they want to.
Emphasize their “Westernness.”
Avoid
Praising Serbs.
Querying their war record.
Heavy arguments.