Romancing the Sands

Dipen Mehta

Contrasts Arab and Western culture and draws implications for multinational firms wishing to market in Arab countries.

Romancing the Sands

Cultural Conflicts from Banking to Boeing

Dipen Mehta ACNielsen AMER Research United Arab Emirates

Given that most multinational companies develop their products and services in the west, their applicability for markets that are at a variance cultural, logistical or evolutionary is suspect. This issue becomes more evident in the service sector where consumer contact is high. High product (and service) parity makes it important to give that extra smile or go that extra mile via innovations that take these differences into account.

The author uses Geert Hofstede's cultural dimensions model as a basis...

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