Understanding how business is conducted in the modern Middle East requires an understanding of the Arab culture, since the Arab peoples are the majority there and most of them are Muslim. The Arab culture is intertwined with the pervasive influence of Islam. Even though not all Middle Easterners are Arab, the Arab culture and management style predominates in the Gulf region. Shared culture, religion, and language underlie behavioral similarities throughout the Arab world. Islam permeates Saudi life-Allah is always present, controls everything, and is frequently referred to in conversation. Employees may spend over two hours a day in prayer, part of the life patterns that intertwine work with religion, politics, and social life.
Arab history and culture is based on tribalism, with its norms of reciprocity of favors, support, obligation, and identity passed on to the family unit, which is the primary structural model. Family life is based on closer personal ties than in the West. Arabs value personal relationships, honor, and saving face for all concerned; these values take precedence over the work at hand or verbal accuracy. Outsiders must realize that establishing a trusting relationship and respect for the Arab social norms have to precede any attempts at business discussions. Honor, pride, and dignity are at the core of shame societies such as the Arabs. As such, shame and honor provide the basis for social control and motivation. Circumstances dictate what is right or wrong and what is acceptable
behavior.
Open admission of error is avoided by Arabs at all costs because weakness (muruwwa) is a failure to be manly. It is sometimes difficult for westerners to get at the truth because of the Arab need to avoid showing weakness; instead a desired, or idealized situation is painted by Arabs. Shame is also brought on someone who declines to fulfil a request or a favor; therefore, a business arrangement is left open if something has yet to be completed.
The communication style of Middle Eastern societies is high context (that is, implicit and indirect) and their use of time is polychronic-many things can be going on at the same time, with constant interruptions commonplace. The imposition of deadlines is considered rude, and business schedules take a back seat to the perspective that events will occur sometime when Allah wills (bukra insha Allah). Arabs give primary importance to hospitality; they are cordial to business associates and lavish in their entertainment, constantly offering strong black coffee (which you should not refuse) and banquets before considering business actions. Westerners must realize the importance of personal contacts and networking, socializing, and building close relationships and trust, practicing patience regarding schedules, and doing business in person. Exhibit 3-9 gives some selected actions and nonverbal behaviors which may offend Arabs. The relationship between cultural values and norms in Saudi Arabia and managerial behaviors is illustrated in Exhibit 3-10.
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