t

The following represent the six major areas of cultural concern that may affect the corporate marketing plan; specifically in written and visual medium, as well as face-to-face sales.
Cultural Context Style –
Egypt is considered a high context culture. However, because of its location, it serves as a “bridge” between the European west and the Arab east (Gorrill, 2009).
Unlike the low context culture of the U.S., Egypt culture relies less on written/ formal information, and more on internalized communication understandings. Long-term relationships are more important and business/social boundaries often overlap; therefore important to know who is an insider vs. outsider.
Knowledge dissemination is situational and not always detailed. Business will focus around face-to-face interactions, often on short notice. Key players should be prepared to always accept. (Foss, 2009)
Cultural consultant, Jennifer Beer, states that 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 ours, but rather adapt to theirs (Beer, 2003).
Color or Hand Gestures in Graphics –
There are 6 significant colors within Egyptian culture.
1.
GREEN – New life, growth, fertility.
2.
RED – Powerful, extremes (life/victory or anger/fire), blood.
3.
DARK BLUE – The heavens, water, primeval flood/re-birth.
4.
YELLOW – Eternal, indestructible (sun).
5.
BLACK – Death, night.
6.
WHITE – Purity, omnipotence (Stratos, 2010).
Body language issues include avoiding use of left hand, the left hand is reserved for bodily functions; use both hands when presenting a gift; and never give a "thumbs up," considered obscene.
Personal appearance should also be above reproach. Never display sole of shoes, considered an insult. For men, the business standard is suit and tie; do not attempt to "fit in" with local dress customs. Hair should be short and trim; long hair and beards are frowned upon (Dunn, 2000).
Gender Attitudes –
Although women are significant part of workforce, individual males' attitude is primarily negative towards them as supervisors and peers (Abinader, 2009).
Direct vs. Indirect Communication –
Preferred written communication style is less direct, but should always be honest, clear and simple. Verbal communication may benefit from use of translator or “go between” (Foss, 2009).
Dominant Religious Values –
90% - Sunni Muslim, 9% - Coptic Christian and 1% - Other Christian
(www.cia.gov/library/publications/the-world-factbook/). Be aware of significant differences between Sunni and Shi’ite Muslims to avoid insult.
Miscellaneous Influences –
Labor Force: Agriculture - 32%, Industry - 17%, Services - 51%
Legal system: Based on Islamic religious and "Napoleonic code" civil law
Political System: Religious-based parties are constitutionally prohibited, but do exist. Government must approve trade unions and professional associations (www.cia.gov/library/publications/the-world-factbook/).
Economy-overview:
Best sectors for initial marketing are domestic; including energy, transportation, tele-communications, retail trade and construction; as 2008 international economic downturn predominately affected exportoriented sectors (www.cia.gov/library/publications/the-world-factbook/).

Overall Recommendations for Successful Marketing
 Employ a local Egyptian businessman as a facilitator and translator for meetings and introductions. o Should be male, middle-aged or older.
 Kelly's sales person should be male; middle-aged, and very personable.
 Schedule an appointment for initial introductions and sales pitch. o Schedule a return visit before leaving. o Initial correspondence, sales letters, brochures, etc. should be accompanied by a small and inexpensive gift.
 Green best color for sales literature; represents growth, new life. o Avoid black, white, and red.
 Appearance is very important. o Local facilitator should be well-groomed and wearing local acceptable dress. o Kelly's salesman should be well-groomed, clean-shaven, and wearing a business suit and tie.
 Titles are very important. o Address customers by using their appropriate title. o Facilitator should relay titles prior to meeting.
 Kelly's salesman should wait to be introduced and not initiate an introduction. o Use only the right hand for handshaking and both hands for accepting or giving items. o Kelly's salesman should learn a few phrases of Egyptian Arabic, such as “hello”,
“goodbye”, “thank you”, “please”, etc. o Kelly's salesman should make eye contact when meeting Egyptian business associates, as this is a sign of honesty and trust.

References
AbiNader, J. (2009). Focus on Egypt . Retrieved July 27, 2010, from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=36865397&site=ehost-live
Beer, J. (2003). Communicating across cultures. Cultures at Work . Retrieved July 27, 2010, from http://www.culture-at-work.com/highlow.html
Bovee, C.L. & Thill, J.V. (2008). Communicating in a World of Diversity. Business Communication Today
(9th Ed., pp. 62-87). New Jersey: Pearson/Prentice Hall.
Dunn, J. (2000, August 01). Doing business in egypt . Tour Egypt. Retrieved July 27, 2010, from http://www.touregypt.net/egypt-info/magazine-mag09012000-magf3.html
Foss, A. (2009). Doing business in the middle east (Adobe Digital Editions), Retrieved from http://www.communicaid.com/access/pdf/library/culture/doing-businessin/Doing%20Business%20in%20the%20Middle%20East.pdf
Gorrill, J. (2009). Doing business in egypt: egyptian social and business culture an egyptian culture overview (Adobe Digital Editions). Retrieved July 27, 2010, from http://www.communicaid.com/access/pdf/library/culture/doing-businessin/Doing%20Business%20in%20Egypt.pdf
Stratos, A. (2010). Egypt feature story breaking the color code,1-11 (Adobe Digital Editions), Retrieved
July 27, 2010, from http://www.touregypt.net/featurestories/colorcode.htm