国际商务沟通Chapter02-7 BUSINESS ETIQUETTES IN MIDDLE EAST

BUSINESSETIQUETTES

INMIDDLEEASTChapter2-71刘志伟-USTBALLRIGHTSRESERVEDChapter022Generalizations3ReligionplaysaveryimportantroleinallthecountriesoftheMiddleEast.ThepredominantreligionfortheArabandMiddleEasterncountriesaswellasTurkey,Afghanistan,Bangladesh,Pakistan,Djibouti,Gambia,Niger,Nigeria,Senegal,Somalia,Indonesia,BruneiandMalaysiaisMuslim.IndiaispredominantlyHindu,butalsohasasizeableMuslimpopulation.Generalizations4TheMiddleEastcontainsamultitudeofsocietieswithdifferenttraditionsregardingetiquette.Asexpectationsregardinggoodmannersdifferfrompersontopersonandvaryaccordingtoeachsituation,neithertreatiseontherulesofetiquettenoranylistoffauxpascaneverbecompleteManymattersofetiquetteintheMiddleEastareconnectedtoIslam.Assuch,manypointsdiscussedheretoareapplicableinotherregionsoftheIslamicworld.ThisholdsespeciallytrueinMuslimmajoritycountriesoutsideMiddleEast.Generalizations5IslamandMuslimsIslamisthenameofthereligionthatwasfounded1,400yearsagobytheHolyProphetofIslam,Muhammad.IslamisanArabicwordwhichmeanspeace,loveandcompletesubmissionandobediencetoGod.ThereisnodifferencebetweenIslamandMuslims.IslamisthereligionthataMuslimfollows,justasChristianityisthereligionwhichaChristianfollows.AMuslimissomeonewhohasacceptedIslamandliveshiswholelifeaccordingtotheteachingsofIslam.AtrueMuslimisonewholovesandcares,promotespeace,andisfullyobedientandsubmissivetothewillofGod.Islamdemandsfromitsbelieversthattheyestablishpeaceintheworld,promoteloveandmakesuchexamplesofthemselvesthatothers,knowingthattheyareMuslims,feelatpeaceandharmonyinthatknowledge.ThisisthetrueIslamandwhatitmeanstobeaMuslim.Generalizations6PointsofetiquetteAlthoughtheMiddleEastisalargeexpanseofgeographywithavarietyofcustoms,notingthefollowingpointsofetiquettecanbeusefulwhendealingwithpeoplearoundtheworldwhohavebeenraisedaccordingtothetraditionsoftheMiddleEastor,insomecases,Muslimsocietieselsewhere.Generalizations7IslamicGreetingsWhenMuslimsgreeteachother,insteadofsaying,“goodmorning〞or“hello〞theysay“AssalamoAlaikum〞,whichmeans“MaypeacebeuponyouandmayGod’sblessingsbewithyou〞.ThisgreetingmakesaMuslimawarethathehastospreadloveandpeacewhereverhegoes.Generalizations8NoPork,shellfishandalcoholMuslimsfollowthedoctrinesoftheKoran,whichforbidsalcoholandthefleshofscavengeranimals(i.e.pork),birdsandfish(i.e.shellfish).Italsodiscouragesuseofcaffeineandnicotine,althoughneitherisforbidden;infact,theytendtobeconsumedingreatquantityinArabicandMiddleEastcountries.Avoidporkandporkproductslikeham,bacon,pate,hotdogsorsausage.Avoidfoodpreparedwithporkproductslikelard,whichcanincludeevenpastries.ItisagoodideatoavoidanyporkdishesatabanquetwhenMuslimsareinattendancebecausetheotherdishesmightbecomecontaminatedinpreparationorserving.Don’tserveshellfishlikecraborlobster.Fishisanacceptablealternativetomeatandshellfish.Donotservealcoholinthepresenceofguests,especiallygovernmentorreligiousofficials,fromthemorefundamentalistMuslimcountrieslikeSaudiArabiaorKuwait;evenifyouknowthattheindividualmaydrinkinprivate.Youcanservefruitjuicesfortoastswhenalcoholicbeveragescannotbeconsumed.Generalizations9AttireThemodestyofone’spersonalattireisofgreatconcerntomanyintheMiddleEast,althoughtheparametersofthismodestyvary.InSaudiArabia,forexample,manyfamiliesexpectallfemalememberstowearahijabwhileevenmenandwomenvisitingfromotherculturesshouldwearverynon-revealingclothestoavoidharshconfrontation.Inanotherexample,malesandfemalesinshorts,skimpyt-shirtsorother“immodest〞clothesmightfindthemselvesroughlyevictedfromavarietyofplaces,especiallyholysites(betheytendedbyMuslims,JewsorChristians).Getspecificguidelinesfromlocalswhenpossible.TheMiddleEastsocietieshavemanyrulesofetiquetteregardingmodestclothing–especiallyheadcoverings.Regardingheadattirespecifically,theetiquetteatmanyMuslimholysitesrequiresthataheadscarforsomeothermodestheadcoveringbeworn.OrthodoxChristiansitesmightrequiretheremovalofhatsbymenbutwillexpectwomentocovertheirhairwithakerchief头巾orveil面纱.Generalizations10RelationshipManyintheMiddleEastdonotseparateprofessionalandpersonallife.Doingbusinessrevolvesmuchmorearoundpersonalrelationship,familyties,trustandhonor.Thereisatendencytoprioritizepersonalmattersaboveallelse.Itisthereforecrucialthatbusinessrelationshipsarebuiltonmutualfriendshipandtrust.Generalizations11TipsAmongMuslims,thelefthandisreservedforbodilyhygieneandconsideredunclean.Thus,therighthandshouldbeusedforeating.Shakinghandsorhandingoveranitemwithone’slefthandisconsideredaninsult.Publicdisplaysofaffectionbetweenpeopleoftheoppositegender,includingbetweenmarriedpeople,arefrowneduponeverywheremoreconservativevaluesholdsway.Publicdisplaysofaffectionincludeactivitiesasminorashand-holding.Inmanycases,peopleofthesamegenderholdinghandswhilewalkingisconsideredanordinarydisplayoffriendshipwithoutromanticconnotations.Inarelatedpoint,manypeopleintheMiddleEastclaimamoremodestamountofpersonalspacethanthatwhichisusualelsewhere.Accordingly,itcanseemrudeforanindividualtostepawaywhenanotherindividualissteppingcloser.Generalizations12TipsManypeoplethroughouttheMiddleEast,especiallyArabs,takegreatprideinshowsofhospitality,neverfailingtoatleastservecoffeeandasnacksuchasfigsbutpreferringtopresentguestswithalavishchoiceofexpensivedelicaciesinabundance.Torefusesuchhospitalitycancauseoffense.InsomeareasintheMiddleEast,itiscommonforpeopletotaketheirfoodfromacommonplateinthecenterofthetable.Ratherthanemployingforksorspoons,peoplemayscoopuphummusandotherfoodstuffwithpitabread.InmanyMiddleEasterncountries,groupingthethumbandfingerstogether,andshakingitupanddown,fingerspointingupwards,indicates“wait〞.InIran,the“thumbsup〞gestureisconsideredanoffensiveinsult.Displayingthesoleofone’sfootortouchingsomebodywithone’sshoeisoftenconsideredrude.Thisincludessittingwithone’sfeetorfootelevated.Respondingtoanangerorseriousnesswithlightlaughterorasmileiscommon.Thismustnotbeseenasanindicationthattheotherpersonisnottakingyouorthesituationseriously.Casestudy2-1713YouarenegotiatingwithanArabMuslimtobuyoneoftheirproducts–theirstartingpriceishigherthanyouanticipated.Whatshouldyoudo?HaggleuntilyoureachthepriceyouwantAcceptit–thepricewillnotchangeCallanendtothenegotiationsQUIZSaudiArabia

沙特阿拉伯14SaudiArabia15SaudiArabiaisthebirthplaceofIslamandhometoIslam’stwoholiestshrinesinMeccaandMedina.ThemodernSaudistatewasfoundedin1932.Thereareabout:25.796millionpopulationsincluding5,576non-nationals.EthnicgroupsareArab90%andAfro-Asian10%.IslamispracticedbyallSaudisandgovernstheirpersonal,political,economicandlegallives.IslamwasborninSaudiArabiaandthusisvisitedbymillionsofMuslimseveryyear.SaudiArabiahasanoil-basedeconomywithstronggovernmentcontrolsovermajoreconomicactivities.Itpossessesabout20%oftheworld’sprovenpetroleumreserves,ranksasthelargestexporterofpetroleum,andplaysaleadingroleinOPEC.Thepetroleumsectoraccountsforroughly80%ofbudgetrevenues,45%ofGDP,and90%ofexportearnings.SaudiArabia16Thegovernmentcontinuestopursueeconomicreformanddiversification,particularlysinceSaudiArabia’saccessiontotheWTOinDecember2021,andpromotesforeigninvestmentinthekingdom.SaudiArabiaisencouragingthegrowthoftheprivatesector.Diversificationeffortsarefocusingonpowergeneration,telecommunication,naturalgasexploration,andpetrochemicalsectors.Almost6millionforeignworkersplayanimportantroleintheSaudieconomy,particularlyintheoilandservicesectors.Thegovernmenthasbegunestablishingsix“economiccities〞indifferentregionsofthecountrytopromoteforeigninvestmentandplanstospend$373billionbetween2021and2021onsocialdevelopmentandinfrastructureprojectstoadvanceSaudiArabia’seconomicdevelopment.SaudiArabiaisthelargesttradepartnerofChinaintheMiddleEast.SaudiArabia17GreetingsandhonorifictitlesMenshakehandsusingtherighthand.Goodfriendsmaygreeteachotherwithahandshakeandakissoneachcheek.Womengenerallyhugandkissclosefriends.Saudiwomengenerallydonotshakehandswithmen.Saudibusinessmenmaybereluctanttoshakethehandofaforeignwoman.Greetthemostseniorpersonfirst,andthengreeteveryoneelseintheroomindividually.Introductionsandgreetingsareaccompaniedbyextensivecompliments.Saudinamescanhaveseveralpartsandmaybedifficulttoidentify.Itmaybebesttoinquirefromsomeoneupfrontorpolitelyaskthepersonhowtoaddresshimorhercorrectly.Inthatcase,makesureyoudothesameforyourownname.Titles,suchasDoctororProfessor,arehighlyvalued.Al­waysusethemwhenaddressingapersonwhocarriesone.DonotcallSaudisbytheirfirstnameunlesstheyoffereddoingso.Arabsmayseemispronouncingtheirnamesasasignofdisrespect.SaudiArabia18BusinessAttireMostSaudiswearlongwhitethrobs.Youwouldbeexpectedtowearasuit.Dresswellifyouwanttomakeagoodimpression.

Businesswomenshouldmakecertainthattheircollarbonesandkneesarecoveredandthattheirclothesarenotform-fitting.SaudiArabia19PunctualityandBusinessMeetingsAppointmentsarenecessaryandshouldbemadeseveralweekstoonemonthinadvanceifatallpossible.Whenmeetingwithgovernmentofficials,afirmdatewillnotbesettleduponuntilyouarephysicallyinthecountry.Trytoschedulemeetingsinthemorning.Youshouldarriveatmeetingsontime,althoughitisanacceptedcustomtokeepforeignerswaiting.Itisnotuncommontocancelorpostponemeetingswithlittleornonotice.Schedulesareoftenlooseandflexible,andmeetingsmaystartconsiderablylate.Meetingsaregenerallynotprivateuntilafterarelationshipoftrusthasbeendeveloped.Thismeansyoumayexpectfrequentinterruptions.Othersmaywanderintotheroomandstartadifferentdiscussion.Youmayjoinin,butdonottrytobringthetopicbacktotheoriginaldiscussionuntilthenewpersonleaves.SaudiArabia20CommunicationandrelationshipArabicistheofficiallanguageofSaudiArabia,butEnglishiswidelyspoken.Itisusedinbusinessandisacompulsorysecondlanguageinschools.Amongthenon-Saudipopulation,manypeoplespeakUrdu乌尔都语,theofficiallanguageofPakistan,andotherAsianlanguagessuchasFarsi波斯语andTurkish.Arabic,spokenbyalmost200millionpeopleinmorethan22countriesisoneofthesixUNofficiallanguages.Saudisusuallyspeakinquiet,gentletones.Araisedvoiceusuallyindicatesanger,whichisaverybadsignal.Atrestaurants,especiallythoseusedforbusinesslunchesanddinners,keepconversa­tionsataquietlevel.Beingloudmayberegardedasbadmanners.Communicationsaregenerallyratherindirect.Saudisoftenusecircuitouslanguage,whichcanmakeitdifficultforforeignerstofigureouttheexactmessage.Opendisagreementandconfrontationarerareandbestavoided.Youwillusuallynothearadirect‘no’.WhenaSaudisays‘yes’,hemayactuallymean‘possible’.SaudiArabia21NegotiationsSaudinegotiatorsmayattimesappearhighlycompetitive,fiercelybargain­ingforseeminglysmallgains.Theyrespecthardbargainersaslongastheyavoidcreatingdirectconflict.Youearnyourcounterparts’respectbymaintainingapositive,persistentattitude.Theyexpectlong-termcommitmentsfromtheirbusinesspartnersandwillfocusmostlyonlong-termbenefits.Thenegotiationpaceisquiteslow.Bepreparedtomakeseveraltripsifnecessarytoachieveyourobjectives.Attemptstorushtheprocessarehighlyunlikelytoproducebetterresultsandmaybecounterproductive.Thebargainingstageofanegotiationcanbeveryextensive.Pricesoftenmovemorethan50percentbetweeninitialoffersandfinalagreement.Finaloffersmaycomemorethanonceandarerarelyfinal.Soyouhadbetteralwaysmakeyourselfenoughroomforconcessionsatdifferentstages.Itisnotadvisabletomakesignificantearlyconcessionssinceyourcoun­terpartsexpectfurthercompromisesasthebargainingcontinues.SaudiArabia22GiftGivingCorruptionandbriberyarequitecommoninSaudiArabia’spublicandprivatesectors,thoughGiftsarenotthenormasinmanyothercountries.IfyouareinvitedtoaSaudi’shomebringsomethingsmallasathankyougift.Flowersdonotmakegoodgiftsfromaman,althoughawomancouldgivethemtoherhostess.

Nevergivealcoholunlessyouarepositivetheypartake.Giftsarenotopenedwhenreceived.SaudiArabia23EntertainingetiquetteandtablemannersSaudissocializeprimarilyinrestaurantsandinternationalhotelswhenentertainingexpatriateswhomtheydonotknowwell.Aftersometimeyouwillbeinvitedtothehome.Entertainmentwillgenerallybesame-sexonly.Ifbothsexesareincluded,theywillbeinseparaterooms.IfyouareinvitedtoaSaudi’shome,youshouldusuallyremoveyourshoes.Trytoarriveattheinvitedtime.Punctualityisappreciatedbutnotcrucial.Showrespectfortheeldersbygreetingthemfirst.AccepttheofferofArabiancoffeeanddatesevenifyoudonotnormallydrinkcoffee.Ifyouareinvitedforameal,understandthattherewillbeagreatdealofsocializingandsmalltalkbeforethemealisserved.Ifthemealisonthefloor,sitcross-leggedorkneelononeknee.Eatonlywiththerighthandastheleftisconsideredunclean.Tryabitofeverythingthatisserved.Mealsaregenerallyservedfamily-style.Honoredguestsareoftenofferedthemostprizedpiecessuchasasheep’shead.Thereareoftenmorefoodsthanyoucaneat.PartofSaudihospitalityandgenerosityistoshowerguestswithabundance.UnitedArabEmirates

阿拉伯联合酋长国24UnitedArabEmirates25UAEisthesecondlargesttradepartnerofChinaintheMiddleEast.TheUnitedArabEmiratesconsistsofsevenstates:AbuDhabi,Dubai,Ajman,Fujairah,RasalKhaimah,SharjahandUmmalQaiwain.Eachofthesestateshasitsownidentityandindividualcharacteristicsbuttheyalsoshareagreatmanycommonalitiesandthiscountryprofilewillconcentrateonthecommonalitiesand,assuch,canbeusedasaguidetoallthestateswhichcomprisetheUAE.GreetingsandhonorifictitlesSeeSaudiArabia.UnitedArabEmirates26BusinessAttireDespitetheheat,mostofthebodymustalwaysremaincovered.Ajacketandtieareusuallyrequiredformenatbusinessmeetings.Menshouldwearlongpantsandashirt,preferablylong-sleeved,buttoneduptothecollar.Menshouldalsoavoidwearingvisiblejewelry,particularlyaroundtheneck.Womenshouldalwayswearmodestclothinginpublic.Highnecklinessleevesatleasttotheelbowsareexpected.Hemlines,ifnotankle-lengthshouldatleastbewellbelowtheknee.Alookofbaggyconcealmentshouldbethegoal,pantsorpantsuitsarenotrecommended.Itisagoodideatokeepascarfhandy,especiallyifenteringaMosque.UnitedArabEmirates27PunctualityandBusinessMeetingsMeetingscanbeconfusingaffairsastheyareoftensubjecttounforeseeninterruptionsandalterations.Don’texpectthestandardChineseapproachofmeetingroom,punctuality,agenda,actionpointsetc.PunctualityisvariableintheUAEandameetingscheduledtostartat10ammightstartontimebutmaywellstartanhourormorelate.Itisalsodifficulttopredicttheendtimeofameetingwithanydegreeofaccuracy–whichcanmakeitdifficulttovisittheUAE.IntheUAE,relationshipsareall-importantandmeetingswilloftenstartwithalotofseeminglytrivialsmall-talk.Donotunderestimatehowimportantthisrelationshipbuildingprocessistotheoverallsuccessofyourproject.Maketimetochat–therewardswillflowinthelong-run.UnitedArabEmirates28CommunicationandrelationshipAkeyissuetobearinmindwhendoingbusinessintheEmirateswouldbethecosmopolitannatureofthepopulation.Over80%ofthepopulationsinUAEarenon-locals.Itisalmostmorelikely,therefore,thatyouwillbedoingbusinesswithaChineseorwesternexpatriatethenwithalocalEmirati.AkeyquestiontoaskbeforestartinganyprojectintheUAEwouldbe:‘WhoamIdealingwith?’Obviously,dealingwithaChineseexpatriatewillrequireadifferentapproachthanwhendealingwithalocal.Anotherkeyissuetobearinmindisthat,beneaththeveneerofwesternization,theEmiratesremainaregionheavilyinfluencedbytheall-embracinginfluenceoftheprotocolofIslam.Thereislittleseparationbetweenreligionandbusiness–theyareallinterlinkedinawaythatisalientomostwesternbusinesspeople.Ifyouaredealingwithalocallyownedbusinessyouarelikelytofindthattheyarefamily-ownedandcontrolled.Nepotism裙带关系isastillawayoflifeandkeypositionswilloftenbefilledbytrustedfamilymembers.UnitedArabEmirates29EntertainingetiquetteandtablemannersIfyouareinvitedforamealbyalocalEmiraticontact,hewillentertainyoulavishlyatoneofthemostexpensivehotelsorrestaurantsintheregion.

Thefoodwillbesuperbandthesurroundingsevenbetter.

Yourhostmayflatteryouandtellyouhowmuchheenjoysdoingbusinesswithyou.

Thislavishentertainmentmaybetheprecursorofgreatthingstofollow–butitmayalsobeapolitewayoflettingyoudowngently!Ifyouinvitealocalcontactforameal,itisimportantthatyoualsoentertainlavishly.

Theamountofeffort(andmoney)putintotheentertainmentaspectofrelationshipbuildingreflectshowhighlyyouvalueyourguests.

Itisanabsolutelyessentialpartofthatall-importantrelationshipbuildingprocess.Donoteatorpassfoodwithyourlefthand–whichisconsideredtobethe‘dirty’hand.

(Itmightevenbeconsideredoffensivetopassthingswiththelefthand.).Aservicechargeofabout10%isusuallyaddedtoarestaurantbillbutitisnotuncommonforpeopletoadanextra10%ontopofthis.UnitedArabEmirates30TipsAlltipsmentionedinMiddleEastcanapply.Iran伊朗31IranisoneoftopthreetradepartnersofChinaintheMiddleEast,meanwhileChina,sharesabout16.5%Iran’sexportand13.5%Iran’simportsisthelargesttradepartnerofIranintheworld.Iran32GreetingsandhonorifictitlesIntroductionsaregenerallyrestrictedtomembersofthesamesexsincemenandwomensocializeseparately.

Greetingstendtobeaffectionate.Menkissothermenandwomenkissotherwomenatsocialevents.Iftheymeetonthestreet,ahandshakeisthemorecommongreeting.WhenIraniansgreeteachothertheytaketheirtimeandconverseaboutgeneralthings.Themostcommongreetingis“salaamalaykum〞ormoresimply“salaam〞(peace).AddressyourIranianbusinessassociatesbytheirtitleandtheirsurname.Thetitle“Doctor〞isusedforbothM.D.sandPh.D.s.Engineersarecalled“mohandis〞.Thesetitlesareprecededbytheformaltitleslistedbelowandareusedwiththesurname.Thetitle“agha〞(sir)isusedwhenaddressingmen.Itmaybeusedbeforeorafterthefirstname.Thephrase“agha-yeh〞isputbeforeasurname.Thetitle“khanoom〞(madam)isusedwhenaddressingwomen.Itmaybeusedbeforeorafterthefirstname.Thephrase“khanom-eh〞isusedbeforethesurname.Waittobeinvitedbeforemovingtofirstnames.Onlyclosefriendsandfamilyusethisinformalformofaddress.Iran33BusinessAttireBusinessattireisformalandconservative.Menshouldweardarkcoloredconservativebusinesssuits.TiesarenotwornbyIraniansbutitwouldnotbeseenasnegativeifyoudidso.Dresswelltomakeagoodimpression.

Womenshouldalwaysdressmodestlyandcovertheirhair.Iran34PunctualityandBusinessMeetingsAppointmentsarenecessaryandshouldbemade4to6weeksinadvance.Confirmthemeetingoneweekinadvanceandwhenyouarriveinthecountry.ItisagoodideatoavoidschedulingmeetingsduringRamazan(Ramadan)astheneedtofastwouldprecludeyourbusinesscolleaguesfromofferingyouhospitality.Arriveatmeetingsontime,sincepunctualityisseenasavirtueinIran.ThefirstmeetingwithanIraniancompanyisgenerallynotbusiness-focused.Expectyourcolleaguestospendtimegettingtoknowyouasapersonoverteaandsnacks.

Bepatient–meetingsarefrequentlyinterrupted.WrittenmaterialsshouldbeavailableinbothFarsiandyourownlanguage.Donotremoveyoursuitjacketwithoutpermission.Donotlookatyourwatchortrytorushthemeeting.Ifyouappearfixatedontheamountoftimethemeetingistaking,youwillnotbetrusted.Iran35CommunicationandRelationshipIraniansprefertodobusinesswiththosetheyknowandrespect,thereforetheyexpecttospendtimecultivatingapersonalrelationshipbeforebusinessisconducted.Whoyouknowisoftenmoreimportantthanwhatyouknow,soitisimportanttonetworkandcultivateanumberofcontacts.Expecttobeofferedteawheneveryoumeetsomeone,asthisdemonstrateshospitality.SinceIraniansjudgepeopleonappearances,dressappropriatelyandstayinahighstandardhotel.Iran36NegotiationsIttakestimeforIranianstobecomewarmtowardsforeignbusinesspeople.Untilthen,theymayappearsomewhatstiffandformal.Personalrelationshipsformthebasisofbusinessdealings.Iraniansaredeliberatenegotiatorswhocandriveahardbargain.Donotusehigh