bob Mitchell, a retired military attaché with considerable experience in the Middle East, was hired by a large U.S. computer software company to represent it in a number of Persian Gulf countries

Bob Mitchell, a retired military attaché with considerable experience in the Middle East, was hired by a large U.S. computer software company to represent it in a number of Persian Gulf countries. Having received an introduction from a mutual acquaintance, Bob arranged to meet with Mr. Saade, a wealthy Lebanese industrialist, to discuss the prospects of a joint venture between their companies. Having spent many years in the Middle East, Bob knew that they would have to engage in considerable small talk before they would get down to business. They talked about the weather, Bob’s flight from New York, and their golf games. Then Saade inquired about the health of Bob’s elderly father. Without missing a beat, Bob responded that his father was doing fine, but that the last time he saw his father at the nursing home several months ago he had lost a little weight. From that point on, Saade’s demeanour changed abruptly from warm and gracious to cool and aloof. Though the rest of the meeting was cordial enough, the meeting only lasted another two hours, and Bob was never invited back for further discussions on the joint venture.

•              Where did Bob go wrong?

•              How could you help Bob better understand this cross-cultural problem?

•              Use intercultural theories to explain it and support your discussion.

•              What would be your advice to Bob?