Etiquette Lessons

As anti-Americanism has grown in a post-9/11 world, firms that teach good manners to U.S. businesspeople have flourished. A once fledgling industry of protocol schools and etiquette consultants now serves a growing list of corporate clients that pay $10,000 or more a day to learn the cultural sensitivities of far-flung regions. "Increasingly, it's about building relationships, something American businesses are just beginning to understand," says Jacqueline Whitmore, director of the Protocol School of Palm Beach, Fla., who has seen her business triple in the past three years. Faux pas often begin, etiquette experts say, with an overly familiar, laid-back style in...