world where the business economy is better described as a “ relationship economy .”
The central role of doing business with trusted friends and family first is in contrast to the western cultural view that this practice is nepotistic . The United States along with many western countries share the cultural mindset of “ meritocracy ” where “ the best person for the job ” gets the job . Everyone is focused on proving to be the best . In other parts of the world business is based almost completely on who is the best among ones network of trusted friends .
Rachel Duran is the Commercial Attaché for the U . S . Embassy in Abu Dhabi . I heard her speak at multiple events during the 2018 Offshore Technology Conference week here in Houston . She is a brilliant woman who even more brilliantly advised a group of Houston companies and investors looking to gain access and influence in the region to “ Come and
build relationships . The UAE is a relationship Economy .”
I would extend that thought by advising that the first order of business in any Middle East and most African countries is friendship . You must become a trusted friend . People do business with trusted friends . This is especially true of foreign partners who have the added challenge of overcoming whatever perceptions some business partners may have of western countries . In terms of friendship the first order of business is partaking in the regional hospitality . This is the purpose of the large gatherings , family feasts and drinking of the tea and coffee together . These are simply vehicles of building friendships and relationships in a way that is traditional to the region . Once these relationships are established most business dealings occur within these networks of trusted friends .
My advice if you are working in Middle East or Africa would be if someone invites you to their home , gladly accept . If someone offers you tea , drink the tea . In the case of Ethiopia if they offer you coffee even a three hour traditional coffee ceremony , gladly accept . Drink the coffee , study the culture and build genuine friendships . In both cases , consider them offering you friendship — the starting place of all business dealings in countries that thrive on relationship economies . Make sure you are bringing your best cultural manners and charm . Business depends on it .
International Intercultural specializes in cultural manners & etiquette training for western professionals in The Middle East & North Africa
38 iF Magazine | August 2018