Ashok Kapoor - International Business in the Middle East: Case Studies

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International Business in the Middle East

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Westview Special Studies in International Economics and Business

International Business in the Middle East: Case Studies

edited by Ashok Kapoor

Many of the failures of foreign companies operating in the Middle East have had their origins in problems of attitude and lack of preparation rather than in difficulties with the area's characteristic business environment. The case studies in this book reveal that few foreign companies prepare adequately for project development and implementation. The authors discuss several dimensions of business development in the Middle East, identifying distinguishing features of the region, but also recommending that foreign companies use their experiences in other developing areasespecially in Asiaas a guide. They call for particular attention to the human resources needs of an operation and the special requirements of host governments. The book is designed for both the academic and business communities.

Ashok Kapoor is professor of marketing and international business at New York University and founder of The International Negotiation Institute. He has pioneered in the development of the negotiation exercise for training, problem solving, and research. Dr. Kapoor is the author of several publications and also advises public and private organizations.

This study is the result of a project sponsored and administered by the Fund for Multinational Management Education

International Business in the Middle East: Case Studies

edited by Ashok Kapoor

Contributors:
Eugene Bird
Gary E. Lloyd
John Seifert
Ibrahim F. I. Shihata
William Stoever

First published 1979 by Westview Press

Published 2018 by Routledge
52 Vanderbilt Avenue, New York, NY 10017
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

Copyright 1979 by Taylor & Francis

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notice:
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging in Publication Data
Kapoor, Ashok, 1940
International business in the Middle East.
Bibliography: p.
1. Corporations, ForeignNear EastCase studies. 2. Investments, ForeignNear
EastCase studies. 3. International business enterprisesCase studies.
I. Title.
HD2891.9.K36 658.4 78-15414

ISBN 13: 978-0-367-01776-7 (hbk)

Contents

1. iii
2. iv

Guide

A lasting international business relationship is conditioned by the extent to which the business and government participants understand the context in which each functions. International Business in the Middle East illustrates the importance for foreign companies of understanding political, economic, and cultural characteristics of the Middle East, and the importance for host country officials and institutions of recognizing the constraints on foreign companies in operations undertaken in the Middle East.

The seven case studies presented in this work refer specifically to foreign business endeavors in the Middle East and to Middle Eastern investment in other countries. However, the characteristics of business development and the approach to negotiating for a lasting business relationship highlighted here are relevant for business and government officials in other parts of the world.

The publication of International Business in the Middle East is an example of the continuing work of the Fund for Multinational Management Education in promoting dialogue between private and public sector groups for more effective and responsive policy formation.

Henry R. Geyelin
President

Except for the extractive sector, the international company has historically had a very limited presence in the Middle East. However, since the early 1970s, and in particular after the increase of crude oil prices, a vast number of companies have descended upon the Middle East. The experiences of companies and host countries in dealing with each other provide general observations that can be useful to corporate and governmental officials formulating policies and operational plans. This book highlights some of those experiences by reviewing efforts by foreign companies to develop business relationships in the Middle East. Through a series of case studies, we are able to interpret business developments in the Middle East from several points of view. Interpretation from the standpoint of negotiations is emphasized in and in some of the guideline questions provided for each case. The case studies also highlight aspects of decision-making processes and the interactions between foreign companies and private and public host-country organizations.

The book does not deal with foreign investment rules and regulations or provide macroeconomic information, nor does it purport to be an investment guide or a source of factual information. References in the bibliography cover many of these topics.

present seven case studies that reflect business development in various sectors such as industrial goods, housing and construction, services, automotive parts, fertilizer production, and real estate development.

The size of the companies included in the cases, as determined by volume of sales, ranges from small to large. The small and medium-sized companies have typically sought a sales representation agreement in the Middle East. Equity investments, if accepted at all, are mainly undertaken by large companies. Nearly half of the cases describe efforts of companies to establish a presence in one or more Middle Eastern markets. Two cases deal with the efforts to implement a project; one case presents a program for expansion of operations. Geographically, the cases focus on the countries of the Gulf.

The cases highlight several oversights of companies in understanding the business environment of the Middle East and the correct approach to negotiating a lasting business relationship. Some of the oversights are:

1. an inadequate knowledge of the host country and preparation for in-country operations;
2. an insufficient allocation of time to projects by senior management, especially at the initial stage of entry into a country;
3. an inadequate recognition that the areas and scope of assistance sought by the local affiliate (agent, representative, partner) will be significantly different from the company's definition of what is fair, reasonable, required, and legally stated;
4. an insufficient awareness of the critical role of the local affiliate in a company's growth prospects in a host country;

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