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—what is left when others have taken their shares. The breakup of the vast Austro–Hungarian Empire hit Austrians hard. The Second World War, with the subsequent four-power occupation lasting until 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 who 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 is 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 29th ranking in world economies is creditable, considering its small population and few resources. Its 19th place in GDP per capita is nothing less than astonishing. It is nineteenth in car ownership, nineteenth in tourist receipts and seventh in health spending. Its only “gold medal” in global achievement, however, hints at its “anonymous excellence”: it is undisputed first in paper recycling!
| hospitable | traditional, old-fashioned |
| nostalgic | sentimental, romantic love |
| nature, clean | Catholic, pessimistic |
| respect education | self-deprecatory humor |
| hypersensitive to criticism | lack self-assurance |
| chivalrous, charming | class conscious, stylish |
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 categorized as class conscious. Austria is a democratic republic; business and industry, organized labor and the farming community work closely with the ministries in regulating the economy and political direction.
At business level, leadership is autocratic and authoritarian. Staff listen respectfully to what the boss has 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’ 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 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 feels 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.
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 yard/meter) 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.
In the west of Austria people are punctual and hate wasting time. 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.
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 discussions 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 and American directness is disconcerting to Viennese, who find it “uncivilized.”
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 …”
Austrians arrive at meetings well dressed in good-quality, smart clothes of a conservative nature. Their manner is formal and titles (Frau Architekt) 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 the Viennese with respect to what they have promised. “Did you remember …” is a useful start! Unlike Germans, the 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.
Austrians vary in lifestyle—the west is agricultural and 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.
Be well dressed and presentable, generous and hospitable. Do not be overly familiar early on, maintain distance and respect and evince sophistication and erudition. Praise Austrian scenic beauty—it is stunning. Do not oversimplify issues with the Viennese, and remember in Vienna you may be dealing with people of Jewish, Hungarian, Czech, Slovak or Romanian origins. Avoid any form of deviousness in Western Austria.
| MOTIVATION | |
| KEY | Exhibit good manners and sophistication |
| Cross-century mood |
• Austrians are still searching for a positive identity after the collapse of the Austro–Hungarian Empire and the postwar four-power occupation.
• They are determined to hang on to their considerable prosperity.
• Their entry into the EU shows optimism tinged with caution.
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| Motivating Factors
• Refer to their high standard of living (currently 19th in GDP per capita).
• Dwell on Austrian strengths—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 are part of the culture.
• Converse at a leisurely pace.
• Distinguish between Viennese and West Austrians.
Avoid • Being too direct.
• Confusing them with Germans.
• Rushing matters.
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