Although it derives its language and some of its heritage from Spain, Argentina reflects a wider range of cultures than many of its South American neighbors. It also tends to be a bit more cosmopolitan, adopting some of the customs and styles of Europe and North America. As a result, many visitors will find that, with rare exceptions, most etiquette rules are similar to those they're familiar with.
Appointments—Set your business appointments at least a couple of weeks in advance, if possible. In general, punctuality is practiced and expected in business, but more so of the guest than of the Argentine business contact. Social events, on the other hand, are almost always assumed to begin at least 30 minutes after the time on the invitation. If possible, avoid business trips in January and February, when many workers take their summer vacations.
Personal Introductions—A firm Western-style handshake is customary. Maintain direct eye contact. Titles are important: If your acquaintance has a professional title, you will learn it when introduced; if not, senor (male), senora (married female) and senorita (unmarried female) are appropriate. The title and the person's last name should be used until you are instructed otherwise. Note that it is typical for a person to have two surnames, one from the father and one from the mother. The father's surname will be given first during the introduction, and that's the name that is used to address or speak of the person. Thus, "Senor Juan Guerra Fernandez" would be addressed as "Senor Guerra."
Negotiating—Business is about building relationships. Personal ties and contacts are important. Expect small talk and the accompanying issues to precede business. However, initial contacts usually carry an air of seriousness and formality. Expect to build a rapport over time. Your second, third and even fourth meeting will likely remain formal, though friendly. If you have met in a personal context, the warmth of the relationship is likely to increase more rapidly. Though the business world in Argentina remains male dominated, women are making significant progress.
Business Entertaining—Expect dinner to start late—often as late as 10 pm. The majority of business meals occur at dinner, although the business lunch is becoming more common. These are often extended affairs that begin between 1 and 2 pm. People also meet at midmorning over coffee. Regardless of when the gathering takes place, don't expect to make a lot of progress on a deal: Meals are considered a time to build relationships, not to conduct business.
Body Language—Personal body space is close. It is common for participants in a conversation to politely touch each other on the arm or back, and a light kiss on the cheek is customary, even after the first meeting. Take your cue from your acquaintance. Do not stand with your hands on your hips, as this seems overly bold and might imply a challenge. The act of yawning in public is considered rude, so be sure to cover your mouth, turn slightly away from your hosts and apologize.
Gift Giving—Gift giving in business situations is common and appreciated. Fine, imported alcohols are a good choice (Argentines pay a heavy duty on such items). Don't give imported wine, however, as it would be considered a slight to the country's own vintages. In social settings, flowers or imported candies are appropriate.
Conversation—Small talk is important. Soccer, culture, art, food, children and all things Argentine are appropriate, with a few exceptions. In your first few conversations, avoid the subject of religion. Politics, such as any remark about the Falkland Islands conflict, is a risky topic, so try to avoid the subject. Portenos are very proud of their city and culture (some would say to the point of arrogance), so avoid direct criticism of Buenos Aires when possible.
