What is the best strategy to employ for a Western expatriate trying to do business in the Arab world? This is a question to which thousands of corporate executives wish they had the answer, before boarding flights to Dubai, Dhahran or Damascus. Oh, there are plenty of rumors about what it’s like to live and work in the Middle East. Just search the Internet and enough scandalous tales will be revealed to deter any sensible person from venturing into the rough and tumble of commerce and industry in this corner of the planet.

“In writing this book, I had one objective in mind: To better inform Western expatriates and business-people who are relocating to the Arab world about some facets of the Arab culture, which are of great relevance to them,” stated Dr. Jehad Al-Omari in the preface of “The Arab Way: How to Work More Effectively with Arab Cultures.” “It is an attempt to help these visitors and sensitize them to common taboos and faux pas. At the same time, it would be pretentious to suggest that this book applies to every Arab you will meet irrespective of their age, sex, education and nationality. This book aims to give guidelines and practical tips, to inform and raise questions, build bridges and demolish barriers, and finally, clarify a few misconceptions about the Arabs, their culture and attitudes.”

Catching up with Al-Omari in the UAE, he explained that he is basically a Jordanian by origin, although his formative years were spent in Abu Dhabi. He went to the UK for higher studies in 1979, graduating first as a civil engineer and then going on to do a Master’s in Management and a PhD in Development Economics. Al-Omari’s work in cross-cultural awareness began in 1986 as a hobby. Eventually, he joined a leading communications management company, where he was able to study cross-cultural issues in depth, mentored by specialists. In the early 1990s, Al-Omari became a consultant with a global training organization led by global leadership expert Terence Brake. That was how he began to conduct globalization programs both at the training and consultancy levels. These experiences helped inspire him to write a book.

“Although there are some publications about doing business in the Arab world, written by Westerners for Westerners, I found that there was a demand for such a book written by an Arab,” said Al-Omari. “I have had years of experience conducting cross-cultural seminars for Western executives. I have seen what is important and interesting to my audience and I have tried to include much of that experience in my book.”

“The Arab Way” is divided into 10 chapters that explain everything from cross-cultural theory to first encounters with Arabs, and Islam as a way of life. According to Al-Omari, “cross-cultural theory has evolved in response to serious questions about the ever-increasing level and volume of international transactions and multicultural interactions.” Cross-cultural theory recognizes diversity as a source of richness, not conflict. Using cross-cultural theory it is possible to study culture in a safe, non-controversial way, and with due sensitivity. Al-Omari believes that while the role of culture should not be exaggerated in business dealings, it also should not be underestimated, nor assumed to be irrelevant.

Potential readers of Al-Omari’s book should not be put off by this talk of cross-cultural theory. The publication consistently gives real world examples to back up any theoretical discussion. Readers are asked questions and quizzed on perceptions as ways of eliminating any misconceptions they might harbor about the Arab world. Much of the book is practical, straightforward advice on how to behave in business settings, such as meetings, negotiations and courtesy visits.

“The book is an introduction to business in the Arab world and it’s important to remember that while there are many similarities throughout Arab culture, there is also much diversity from country to country,” Al-Omari said. “Saudi Arabia is a special challenge because there are so many different views and aspirations across the business spectrum in the Kingdom. In Saudi Arabia, some parts of my book are less applicable among highly educated managers working in large enterprises. For example, one group took my cross-cultural training before arriving in the Kingdom. When it was time for them to sit down for the actual negotiations, the Saudi executive on the other side of the table said, “We can do business either the Western way or the Arab way. What’s your choice?”

After the events of recent months in the Arab world, it might be difficult for some people to imagine that Western companies still hope to do business here. Al-Omari dispels such negativity, commenting that demand for his courses is high and in fact the demand is coming at the corporate, not individual level.

“The opportunities in the Arab world are still abundant,” Al-Omari asserted. “The market here is young and growing. There is also very strong interest in acquiring Western technologies. Additionally, economic realities in other nations will continue to compel companies to look for new markets. However, people are more aware that they need to be sensitive to the cultures in which they do business. I hope my book will provide a foundation to help Western expatriates work effectively in the Arab world.”

Arab News Features 23 May 2003