The effect of cultural diversity between middle east and Europe on business success

Abstract

Technological advancement in infrastructures such as transport and communication sector has created a global market that calls upon the corporate leaders to increase their international operations and relationships. The geographical location of a business is no longer a barrier to a potential market as the entrepreneurs have access to commercialized business environment that allows organizations to operate in more than one country. In terms of business ventures, the geographical boundaries are flattened, and the world made smaller through the quick mean of transportation through air, roads, rails, and water body. The integrated system in the transport and communication sector is of great benefit to the economic progress among countries as well as the fusion of different cultures into a global culture. Economic interdependence has resulted in international competition among companies with innovative technologies to meet the dynamic nature of the global culture. The study addresses a specific problem of cultural barriers between Europe and the Middle East in terms of business opportunities for international companies. The focus is on the UAE and European Union countries that exhibit distinct cultural norms and traditional practices. Addressing the cultural difference in Europe and the Middle East, there are many factors to consider before running an international company in both regions. Some of the cultural issues tackled in the paper include the branding of the product, the promotion approach, and handling of employees in a culturally diverse environment. Besides, there is a need to check on the institutional framework in the two countries and its impact on the business environment.