This document outlines an 11-section workshop on business and culture in the Middle East. It introduces the workshop topics which include definitions of the Middle East, the history and politics of the region, languages and religions, society and culture, business etiquette, media and social media, and predictions for the future. Sample presentation materials are provided on many of the topics to illustrate key points and concepts.

1. Session outline
1. Introduction
2. Definitions
3. Facts and fiction
4. History and politics
5. Languages, religions, society and culture
6. Guess who’s coming to dinner?
7. Business culture and etiquette in the Middle East
8. Media, promotion and social media
9. Consumer statistics
10. Predicting the future
11. Questions and discussions
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2. Introduction
1. Workshop born out of frequent confusion and common
misconceptions
2. Polaron: extensive experience in translation, training
and interpreting
3. Facilitator: experience in business, industrial and
military settings in the Middle East, broad linguistic and
cultural knowledge, experience in Australian context
4. Particpants
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3. Definitions
1. What is the Middle East?
2. Countries in the Middle East:
Bahrain, Egypt, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon,
Oman, Palestinian territories. Qatar, Saudi Arabia,
Syria, Turkey, United Arab Emirates and Yemen
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4. Middle East
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5. Fiction
„It’s impossible to break into the Middle Eastern market.”
„Foreign business people are discriminated against in the
Middle East.”
„The Middle East is completely corrupt and you have to pay
bribes to get ahead.”
„Converting to Islam will make you one of the boys.”
„Middle Eastern stakeholders give preference to companies
from other Arab countries in business.”
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6. Facts
„Entering the ME market is a slow and gradual process
requiring engagement, respect and local contacts.”
„Most people in the Middle East respect foreigners and
extend hospitality to them.”
„Whilst the Middle East suffers from the image of being
corrupt, it is illegal to engage in it.”
„Religion is irrelevant in business in the Middle East.”
„Middle Eastern stakeholders prefer foreign companies
because of their track record and reputation.”
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7. History and politics
1. Before Islam
2. Islamic Empire (632 – 1517)
3. Ottoman colonialism era (1516 – 1918)
4. European colonialism era (1916 – 1970)
5. Totalitarian regimes
6. The Arab spring in December 2010
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8. European colonialism
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9. Language
1. Arabic language
– 28 letters = 28 sounds
– Synthetic language
– Standard Arabic and classical Arabic
– Regional varieties of Arabic
2. Other languages of the region: Persian, Turkish, Hebrew,
Kurdish, Aramaic
3. Arabic numbering system
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10. Religions
1. Islam
• The main religion
• Friday
• Muslim prayers
• Fasting
• 3 annual festivals
• Taboos: pork, porn, alcohol, non-halal food
2. Other religions: Judaism, Christianity, Baha’i, Druze,
Yazidi, Mandaeanism, Gnosticism, Shabakism
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11. Society and culture
• Conservatism
• Collectivism
• Masculinity
• High-context culture
• Hierarchical roles
• Polychronic time
• Hospitality
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12. Guess who’s coming to dinner?
Your company has posted you to Kuwait. You are a
working as a project manager and your local
counterpart, Abdullah, invites you and your wife to have
dinner at his home. He tells you he will pick you up at 7
pm. Abdullah arrives half an hour late. When you arrive
at his house, your wife is taken away to another room
whilst you are introduced to the male guests. You shake
hands with them but one tries to kiss your cheek. There
are no chairs in the lounge and you have to sit on the
floor. You have to share a big round plate of rice and
meat with another guest.
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13. Business culture in Middle East
Marketing and advertising
 A fertile consumer market
 Dependence on foreign expertise and work force
 Tips on advertising:
• Product quality and features
• No bragging
• Compliance with cultural norms and values
• No pictures of scantily clad people
• Use of Arabic language
• Use of English
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14. Media
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15. Media
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16. Media
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17. Media
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18. Media
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19. Media
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20. Promotion
What do you notice about these ads?
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21. Censorship
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22. Censorship
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23. Before
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24. After
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25. Brands
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26. Brands
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27. Brands
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28. Brands
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29. Social media
Facebook
Country Users Top 3 brands
UAE 3.3 million Emirates, Internet Explorer Arabia, Just Falafel
Egypt 12 million Vodafone, Samsung, Nokia
Bahrain 0.4 million Bahrein City Centre, VIVA Bahrain, Gulf Air
Morocco 4.9 million Meditel, Samsung, inwi
Algeria 3.9 million Nedjima, Renault, Djezzy
Qatar 0.7 million QNB Group, Carnegie Mellon University, Qatar
Airways
Tunesia 3.2 million Orange, Ministry of Interior, Coca Cola
Jordan 4.2 million Vero Moda, Samsung Mobile Levant, N2V
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30. Social media
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31. Social media
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32. Recommended business etiquette
Greetings
1. Use Muslims’ greeting ‘Aslamu Alaykum’.
2. When shaking hands with an Arabic partner, wait for the other to
withdraw their hand first.
3. Don’t be suprised if you are led by hand by a male.
4. Call Arabs by their first names, but better still, use Arab titles.
5. If you are introduced to a woman, wait and see if she offers her
hand for a hand shake.
6. Avoid touching and prolonged eye contact with women.
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33. Recommended business etiquette
Meetings
1. Confirm the meeting verbally a few days before the appointment.
2. Dress well: suits and ties make a good impression.
3. Initial meetings are all about trust and relationship building.
4. Be patient as meetings and negotiations with Arab partners can be
chaotic.
5. Meetings are not structured and are circular in nature.
6. Be on time! However … it is normal for Arabs to be late.
7. Ensure your documents are translated before attending a meeting.
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34. Recommended business etiquette
In a work place
1. Respect authority; use honorific titles
2. Islamic rules are always observed: prayer times, Ramadhan,
festivals, Hallal and Haram, etc.
3. Social relationship and friendship are expected between colleagues.
4. No swearing or aggressive words.
5. No loud laughing or joking.
6. Modest clothing.
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35. Predicting the future
1. Oil reliant economies BUT diverse economic models in preparation
for a post-oil era are being adopted
2. Political instability BUT a very fertile and attractive market
3. Growing tourism and banking sectors
4. Ongoing influx of guest workers
5. Increasing consumerism and growing tolerance towards the west
6. Development of new technologies including solar and nuclear
7. Cooperation with developing countries for future food supplies
8. Entrepreneurship is gaining momentum
9. Influence of social media, mobile phones and internet
10. Much content and e-learning is being created locally
11. Digital gap is being bridged
12.Economic inclusion and social empowerment of women
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36. Consumer statistics
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37. Questions and discussions
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