The following tale exemplifies the cultural challenges facing businesspeople trying to enter the Arab market and illustrates the reasons for their frequent failure (no matter how high the quality or how low the price of their products). John Bell, a sales manager for Watermovers, a mid-size U.S. producer of irrigation supplies and equipment, had traveled to Cairo for the first time. His mission was to introduce a new product line to Hassan, president of Sinai Utility, thereby establishing a market for Watermovers in the Sinai desert.

An hour before his 9 a.m. appointment with Hassan, Bell called the Egyptian executive's office to confirm his appointment. Hassan's secretary politely welcomed him, and said that she would call him back as soon as her boss arrived in the office. By 10 a.m., however, Bell had not been contacted, so he called the office once again. This time, a different person answered the phone and informed Bell that Hassan was still in a local marketplace, and would call him back right away. Finally, at 11 a.m., Hassan's personal secretary called to inform Bell that Hassan would be happy to have tea with Bell the following morning at 10 a.m. A disappointed Bell hung up the phone, frustrated that he had wasted an entire day and had nothing more significant to show for it than an appointment for morning tea.

The events of the next day were to prove equally frustrating for Bell. When he arrived...