Armenia, a small country in the Caucasus region, is the same size as Albania (30,000 km) and has a similar population (3 million).
The capital city is Yerevan, which has just over 1 million inhabitants. More Armenians live outside of Armenia than inside it. The powerful diaspora numbers over 8 million.
Early records of habitation in Armenia featured the kingdom of Ararat (near Mount Ararat of biblical fame). Ruins of the fortress of Erebuni are still visible in Yerevan. During the centuries leading up to the birth of Christ, Armenia, like other areas in the Caucasus region, was overrun by invaders such as the Assyrians and Romans. From 95 to 55 BCE Armenia acquired territory stretching from the Caspian to the Mediterranean, but was later divided by the Romans and the Parthians. Armenia converted to Christianity in A.D. 301. At the beginning of the eleventh century the Seljuk Turks occupied large parts of the country, which was subsequently divided by Ottomans and Persians. In 1828 Russia annexed Yerevan. In the late nineteenth century Ottoman rulers ordered massacres, resulting in the deaths of 1.5 million Armenians. These culminated in the notorious Armenian genocide between 1915 and 1918.
In 1920 the invasion of the Red Army established Armenia as a Soviet Socialist republic. Armenian independence was finally declared in 1991.
Armenian life has continued to be unsettled on account of rival claims to the disputed territory of Nagorno-Karabakh by both Armenia and Azerbaijan. This became a full-scale war between the two countries. A ceasefire in 1994 was followed by further outbreaks of violence and killing in 2014 and 2016. No permanent settlement has been reached at the time of writing.
Life is not easy for present-day Armenians, many of whom live below the poverty line. Small and medium-size enterprises are numerous; many receive help from remittances from Armenians abroad. The country is a parliamentary republic led by a prime minister. While there is a reasonable modicum of liberty in religion, fragile rights to property and corruption are endemic in government and business. It is unlikely that the economy will attain satisfactory growth until the unresolved dispute with Azerbaijan reaches a settlement.
The Armenian language forms a separate branch of Indo-European, though it is heavily influenced by Persian. In classical times it was spoken over a far larger area than it is now, reaching across eastern Turkey as far south as Edessa (present-day Urfa). Today it is spoken by nearly 3 million people in its homeland as well as in well-established Armenian communities in the United States, Canada, France and Austria, to name a few. The Armenian alphabet, consisting of 39 characters, was invented early in the fifth century.
| Christianity | willingness to help |
| family | respect for elders |
| diligence | hospitality |
| national pride | love of music and dancing |
| dignity | passion for learning |
| sensitivity | anti-Turkish |
| entrepreneurship | love of freedom |
The vast majority of Armenians belong to the Armenian Apostolic Church. This is not an Orthodox Church, but an autocephalous (self-governing) body; its head, the Catholicos, is the equivalent of the Roman Catholic Pope. Their Church is important to Armenians, since it and their language are what have held them together over centuries of oppression, conquest and dispersal. In fact, by these things are they defined as Armenians. Their Christian history makes them very aware of being on the borders of Christendom with the Muslim world.
Most Armenians give the impression of being self-confident and speak of their past history with pride. They see themselves as strong-willed with a deep-rooted survival instinct. They have frequently had to adapt to historical disadvantage, but invariably stand firm.
Status is accorded to various heroes in past centuries including literary figures dating back to the fifth century A.D. Today people in authority are deferred to. Patronage is not uncommon.
Armenians sit or stand fairly close to each other when speaking, though they are less tactile than Italians or Spaniards. They are not particularly punctual—people’s disposition is considered more important than time.
The Armenian communication pattern is extrovert by any standards, being very expressive both in tone of voice and accompanying body language. The latter is similar to Italian or Greek, where eyes, hands and shoulders reinforce feelings and opinions. Eye contact is intense, as in Greece, and Armenians are not averse to using the index finger to make a point or accusation. However, the general manner of address, though lively, shows concern for sociability and courtesy.
Overfamiliarity is not permitted in the early stages of business discussion, but Armenians are happy to adopt a friendly tone in due course and tend to use first names plus patronymics if they think it is permissible. Though enthusiastic, they have pragmatic goals, as they never depart too far from rationality.
Their listening habits are respectful, as befits representatives of a small nation. They are keen on acquiring information which they can use for advantage. As they are ultra-sensitive, foreign counterparts must be careful to avoid offence, either by direct criticism or talking down to them. It is considered impolite to ask, “Do you understand?” as this implies stupidity. It is better to say, “I hope this is clear.” Armenians like honest discussion, but subjects such as politics, history and integrity must be treated delicately. Courteous interruptions are permitted. Amongst themselves Armenians often resort to heated conversations and arguments.
Business dress is conservative—dark suits and ties. Business cards with one side printed in Armenian are useful. The establishment of personal relationships is central to doing good business. Punctuality and agendas at meetings are not particularly strict, and proceedings are occasionally interrupted by phone calls or visitors. Armenians are expert bargainers during negotiations, so it may be necessary to make certain concessions. Face should be protected for all. Direct refusal or saying simply “no” is not permitted. Foreigners are expected to be fair, though Armenians also respect firmness. One may therefore negotiate resolutely at all times. Hesitation creates a negative impression.
Armenians are by nature gregarious and offer unlimited hospitality to foreigners. Young and middle-aged people will stand when elders enter a room. Teenagers will not smoke in front of elders. There are few taboos about drinking beer; vodka or Armenian cognac are popular with young and old. Guests are invited to meals and drinking sessions frequently. It is advisable to bring the hostess flowers, only in odd numbers. Armenians do not eat strictly at set times, but do so when they are hungry. Restaurants and cafés serve meals all day long. At work, men and women are on an equal footing, although it is still customary for a married woman to stay at home and look after the children while they are young. In the past few years, women drivers have become more numerous.