International Business -- Communication Case Essay

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Each time cards were exchanged, the Saudis turned over the American's business card expecting Arabic on the back instead of a blank card. While this would have been excusable by itself, under the circumstances, it only further highlighted to the prospective business partners that the foreigner was simply not well prepared to conduct business in Saudi Arabia.

The American waited patiently (at least from his point-of-view) until the multiple-course meal was over and then began spreading out his materials for a business presentation. Since then, he has learned that this also is a violation of Saudi business etiquette. Generally, Saudi business people do not necessarily discuss business at all during the first business meeting. Instead, they tend to use the first (and often the second) meeting just to establish a rapport. Again, the Saudi business men did not refuse to entertain the business proposal, but in retrospect, that was also a serious breach of business practices, customs, and expectations.

Body Language and Cultural Awareness

Possibly the worst mistake committed by the foreigner was that at one point during the business conversation that followed the meal, he crossed one ankle over his knee in the so-called "figure four" position that Western males often adopt while seated amongst others. Unfortunately, in Saudi Arabia (and elsewhere in the Middle East), it is considered tremendously offensive to expose the soles of one's feet or of one's shoes to other people.

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The moment he leaned back and crossed his legs, he noticed an obvious change in the body language and facial expressions of his Saudi hosts because they all pulled back reflexively and averted their eyes from him. In retrospect, exposing his shoe sole in that manner to Saudis is very much like using one's middle finger to point at someone in the U.S.

Conclusion

Predictably, the individual's business proposal did not result in an acceptance or in any further business contact from the Saudi business people involved in the meeting. Since then, he has conducted business more successfully in Saudi Arabia, but to do so, he had to become much more familiar with Saudi customs and expectations. Today, he inquires about scheduling business meetings only after arriving in Saudi Arabia; he has business cards printed with Arabic on one side; and he realizes not to expect business negotiations during the first meeting. Most importantly, he does not hand anything to a Saudi using his left hand and he never crosses his legs to avoid accidentally offending Saudi hosts or visitors to his U.S. offices......

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