The strength of words

It’s difficult to speak of the Middle East as a homogenous region. “There is great diversity within the countries of this zone, wide differences between Lebanon and Saudi Arabia, for example,” highlights Jean-Pierre Salawi, Vice President of the Hauts-de-Seine Committee of Advisers on Trade outside France (Conseillers du Commerce Extérieur de la France). But certain cultural traits are shared. Great importance is placed on relationships. “They learn to get to know one another before talking business and take the time to ask questions on family and children,” he confirms. Verbal commitments are very highly considered here. “You can insult your contact by insisting on written confirmation after obtaining his verbal agreement,” states Marie Meriaud-Brischoux, Managing Director of the Institut de Management et de Communication Interculturels. Jean-Pierre Salawi nuances this opinion. “In Gulf countries, a majority of company heads are trained in large English or American universities and have a perfect mastery of Western management methods and cultural codes. They adopt the basic rules in international trade and are in synch with their European or American contacts when it comes to negotiating a contract, for example.” According to what Jean-Pierre Salawi says, Gulf countries are ultimately not so disorienting. “What is most surprising are the high summer temperatures, lasting six to seven months, causing everyone to slow down their rhythm in the middle of the day.” The region’s inhabitants are essentially traders who built their fortunes on the relationships they managed to establish between the East and the West, even before discovering their petrol resources. “Their societies are intercultural by nature. The Gulf Emirate States host a large expatriate population. Store signs are often written in English even before being translated into Arab.” In Abu Dhabi, for example, you could well imagine you were in California! Except for a few details, linked to the influence of the Muslim religion. “In Saudi Arabia where this influence is the strongest, stores close for prayer,” he indicates. It is also impossible for a woman to come to this country alone to work. “Other Gulf countries are more open. Even if a woman is initially a target of scepticism and must prove to her contacts that she is as competent as a man.” Finally, to avoid misunderstandings, it’s best to get informed on local regulations on alcohol consumption.