Cultural intelligence seals the deal

The Middle East boasts attractive investment opportunities, hence entrepreneurs and business executives from all over the world want to take advantage of these favourable deals. But it is also a region that most people, particularly Westerners, find very difficult to understand. The problem probably stems from the fact that there is no straightforward definition of the Middle East.

In The Middle East Unveiled, Donna Marsh offers a handful of definitions and finally lists the following countries as part of the Middle East: Bahrain, Egypt, Iran, Israel, Jordan, Lebanon, Kuwait, Oman, Palestinian Territories, Qatar, Saudi Arabia, Sudan, Syria, the United Arab Emirates and Yemen. So how are Westerners meant to conduct themselves to win lucrative business deals in this vast, diverse, oil-rich region?

The Middle East Unveiled provides a pathway for successfully embarking on a Middle Eastern business journey. This invaluable guide highlights steps people can carefully run through before making a foray into the region and, for those who are already in the game, strengthening business partnerships.

Written for use by Western businesswomen and men working with Arab and Muslim businesswomen, this comprehensive guide gives tips for becoming more culturally intelligent. Much more than just a list of do's and don'ts, it helps readers develop and hone skills to handle any business situation.

Divided into 19 chapters, the book covers business travel to and within the Middle East, dress codes, communicating effectively and mastering negotiations. Practical information and suggestions on proper behaviour and etiquette, the correct tone to use in e-mails and letters, and good table manners are some of the topics that will prepare you for a successful trip to the Middle East and open many a door once you land.

In a nutshell, The Middle East Unveiled provides Westerners who work or are planning to set up businesses in the region with tips to help them minimise misunderstandings and avoid getting into uncomfortable situations due to cultural differences. The advice will enable them to tactfully handle complex social situations as they wade through the cultural minefield.

The Personal Checklist, slotted towards the end, is excellent and beneficial to readers, as are the Recommended Reading and the Useful Websites sections and the glossary of Arabic terms. Marsh has also thoughtfully included a section called Free Time, which contains a gold mine of ideas and must-see places. The chapters are brief, meaning the book can be used for quick reference.

A British-American dual national, Marsh is the author of Yanks in Blighty and lives near London. She first set foot in the Middle East in 1978 and has worked in Egypt, the Levant, the Gulf countries and the Indian subcontinent.

She boasts a 30-year career in corporate sales, marketing and new business development and her work has appeared in Lonely Planet's 2010 edition of Oman, the UAE and Arabian Peninsula travel guide.

The message that runs through her book is: To survive in the 21st century, companies or individuals should incorporate cultural sensitivity and skills into their business strategies.

Hence, businesspeople shouldn't be intimidated or discouraged by cultural differences. On the contrary, they should view them as minor challenges and consider the ability to adapt to new cultural contexts and deal with diversity as a sign of strength and a tool that gives them an edge over competitors.

Though intended to be read by Westerners, the book is also useful to all those who are serious about doing business in the Middle East.

The Middle East Unveiled: A Cultural and Practical Guide for All Western Business Professionals By Donna Marsh, How To Books, 356 pages, £16.99