MEMO
DATE:
TO:
FROM:
SUBJECT:
JULY 31, 2010
INTERNATIONAL DIVISION
KELLY SERVICES, INC
BRAVO RESEARCH & DEVELOPMENT TEAM
Daniel Allen, Xavier Figueroa, Melissa Howell,
William Lambert, Stephanie Werner
KELLY SERVICES, INC.
EGYPT AND BEYOND :
BUSINESS ETIQUETTE AND CULTURAL CUSTOMS
Before expanding our services into foreign markets, it is essential to thoroughly research
and understand cultural issues that may affect the corporate marketing plan; specifically
in written and visual medium, as well as face to face sales. The following represent the
six major areas of concern.
Cultural Context Style –
Egypt is considered a high context culture like most Arab countries. However,
because of its location, it serves as a “bridge” between the European west and the Arab
east. Egypt is now the most populous Arab country in the world and draws its culture
from Mediterranean, African and Arab influences.(Gorrill, 2009)
Unlike the low context culture of the U.S., high context cultures rely less on
written/ formal information, and more on internalized communication understandings.
Long-term relationships within physical and social boundaries are also critical and often
overlap; meaning it is important to know who is accepted as insider vs. outsider.
Knowledge is disseminated per situation and is not always given in detail. Decisions and
activities focus around face to face, often on short notice, but key people should always
accept. (Bové, Thill, 2008)
Cultural consultant, Jennifer Beer, warns that high context cultures can be
difficult to enter if you are an outsider. (Beer, 2003) Successful U.S. Companies develop
partnerships that reflect an understanding that our presence does not, and should never
seek to assimilate a different culture into our context style, but rather adapt our practices
to theirs.
Color or Hand Gestures in Graphics –
There are 6 significant colors within Egyptian culture. GREEN – New life, growth,
vegetation, fertility. RED – Powerful symbol of two extremes (life/victory or anger/fire)
in addition to blood. DARK BLUE – The heavens, water, primeval flood/re-birth.
YELLOW – Eternal and indestructible, like the sun. BLACK – Death and night. WHITE
– Purity and omnipotence (Stratos, _____).
Body language issues to be aware of include avoiding use of left hand; considered
evil; using both hands when presenting a gift. Personal appearance should also be above
reproach (citations needed). Never display sole of shoes; considered an insult; business
attire should always be suit and tie and for men, hair should always be short and tidy
(citations needed).
Gender Attitudes –
Although women are significant part of workforce, individual prevalent attitude is
negative towards them as supervisors and peers (Abinader, 2009).
Direct vs. Indirect Communication –
As high context culture, written communication style will be less direct, but should
always be honest, clear and as simple as possible. Verbal communication may require use
of translator or “go between” (Dunn, 2000; Bové, Thill, 2008)
Dominant Religious Values –
90% - Sunni Muslim, 9% - Coptic Christian and 1% - Other Christian. Must be aware
of significant differences between Sunni and Shi’ite Muslims (Citation needed)
Miscellaneous Influences –
Labor Force:
Agriculture - 32%, Industry - 17%, Services - 51%
Literacy:
71.4% population 5 and older
Legal system:
Based on Islamic and civil law (particularly Napoleonic codes);
Judicial review by Supreme Court and Council of State (oversees validity
of administrative decisions);
Political System:
Religious-based parties are constitutionally prohibited. The technically
illegal Muslim Brotherhood constitutes Egypt's most potentially significant
political opposition; only trade unions and professional associations
affiliated with the government are officially sanctioned (Citations needed).
Economy-overview:
The international economic downturn in 2008 predominately affected
export-oriented sectors; including manufacturing, tourism, and Suez Canal
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revenues. Growth in domestic sectors, including energy, transportation,
telecommunications, retail trade and construction kept economic growth
from falling further in 2009. Despite high levels of economic growth over
the past few years, living conditions for the average Egyptian remain poor.
Recommendations
After an exhaustive research into the history and business culture existing in
Egypt, the following recommendations aim at successfully marketing our business to that
region.
o Employ a local Egyptian businessman as a representative to facilitate meetings
and initial introductions to perspective customers.
o The hired Egyptian representative is to be a male that is middle-aged or older.
o The western sales person is to be a male, middle-aged, and very personable.
o Initial correspondence, such as sales letters and brochures are to be delivered in
person.
o A small and inexpensive gift should be given with the sales literature.
o Sales literature should use green color which represents growth and new life.
Avoid color such as black, white, and red.
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Schedule an appointment for initial introductions and sales pitch. Make
arrangements for a return visit before leaving by scheduling a future meeting.
Appearance is very important. The local representative should be well groomed
and wearing local acceptable dress. The western salesman should be well
groomed, clean shaven, and wearing a very nice business suit and tie.
Titles are very important. Address customers by using their appropriate title. The
representative should relay the customers’ titles prior to meeting.
The visiting salesman should wait to be introduced and not initiate an
introduction.
Use only the right hand for handshaking and accepting or giving items. Do not
use the left hand as it is rude.
The visiting salesman should learn a few phrases of Egyptian Arabic, such as
“hello”, “goodbye”, “thank you”, “please”, etc.
The visiting salesman should make eye contact when meeting Egyptian business
associates as this is a sign of honesty and trust.
Reference
AbiNader, J. (2009). Focus on Egypt. Retrieved from http://proxy.devry.edu/login?
url=http://search.ebscohost.com/login.aspx direct=true&Auth
Type=url,cookie,ip,uid&db=bth&AN=36865397&site=ehost-live&scope=site
Beer, J. (2003). Communicating across cultures. Cultures at Work, Retrieved from
http://www.culture-at-work.com/highlow.html
Dunn, J. (2000, August 01). Doing business in egypt. Tour Egypt, Retrieved from
http://www.touregypt.net/egypt-info/magazine-mag09012000-magf3.htm
Gorrill, J. (2009). Doing business in egypt: egyptian social and business culture an
egyptian culture overview (Adobe Digital Editions), Retrieved from
http://www.communicaid.com/access/pdf/library/culture/doing-businessin/Doing%20Business%20in%20Egypt.pdf