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Expanding operations and establishing international chapters are often key objectives for U.S. associations seeking to grow their reach and impact. However, when considering expansion into the Middle East, your association may be hesitant due to concerns about social issues in certain countries.
While these concerns are valid, it is essential to approach the Middle East with an open mind and a nuanced understanding of the region’s diverse cultural, social, and political landscapes.
In this blog post, we will explore the potential challenges U.S. associations may encounter and provide valuable advice on how to proceed strategically in expanding to the Middle East.
Understanding Cultural Context
Before delving into the potential challenges, it is crucial to recognize that the Middle East comprises a mosaic of countries, each with its own unique cultural and social fabric.
Generalizations can be misleading and can hinder a comprehensive understanding of the region. Your association should invest time in studying the nuances of each country you are considering for expansion, including its laws, customs, and societal dynamics.
Addressing Concerns
1. Gender Equality
Gender equality is an issue that concerns many associations, and it is important to acknowledge that progress varies across Middle Eastern countries. However, significant strides have been made in recent years.
Many countries have implemented reforms to promote gender equality and empower women in various sectors. Your association may consider researching and partnering with local organizations or initiatives that are actively working towards promoting gender equality.
One such organization promoting gender equality is The Center of Arab Women for Training and Research (CAWTAR). CAWTAR relies heavily on educational programs to train women in sought-after skills to encourage their employment.
2. Freedom of Expression
Your association should carefully evaluate the extent of freedom of expression in the countries you are considering. While some Middle Eastern countries may have restrictions in this area, others have vibrant civil societies and encourage open dialogue such as Israel, Kuwait, and Lebanon.
Engaging with local stakeholders, including civil society groups and human rights organizations, can provide valuable insights into the local context and help your association navigate potential challenges. A great source to begin this research is the international non-profit and non-governmental organization, Reporters Without Borders, which releases a yearly index ranking countries’ freedom of expression and press.
3. LGBTQI Rights
Before delving into the potential challenges, it is crucial to recognize that the Middle East encompasses a range of perspectives and attitudes toward LGBTQI rights. While some countries have laws criminalizing same-sex relationships, others have made significant progress in recognizing and protecting LGBTQI rights.
Your association should adopt an understanding of each country’s legal, cultural, and social context when considering expansion. Many published reports, such as the Social Acceptance of LGBTI People Report, by the University of California – Los Angeles, can be a useful first step in analyzing a country’s acceptance, social attitudes, and legalities of LGBTI rights.
4. Religious and Cultural Sensitivities
Religion and culture play a significant role in the Middle East, and your association should approach these topics with sensitivity. Building relationships and fostering mutual understanding can go a long way in bridging cultural gaps. Your association should engage in respectful dialogue, seek guidance from local experts, and adapt your approaches to align with local customs and traditions.
One notable failure in the Middle East was Starbucks’ expansion into Saudi Arabia. The well-known Starbucks logo of the mythical creature, the Siren, was in strict violation of the Islamic culture in Saudi Arabia which prohibits the visual representation of women in extreme interpretations. Starbucks was met with backlash from consumers resulting in a new logo being developed for Saudi Arabian Starbucks.
5. Legal and Regulatory Landscape
Associations expanding globally should also familiarize themselves with the legal and regulatory frameworks of the countries they plan to enter. Laws governing associations, funding, and activities can vary, so it is essential to engage legal counsel familiar with both U.S. and Middle Eastern laws. Complying with local regulations demonstrates respect for the host country and helps establish credibility.
An example of an Association that has had success entering the Middle East is the Entrepreneurs’ Organization (EO), an organization that empowers business leaders through peer-to-peer learning, mentorship, and networking events. The EO established a chapter in Dubai in 1997 which proved successful as its first Middle Eastern expansion, given their robust partnerships with local organizations, government agencies, and business professionals that provided them insights into the legal framework of the U.A.E.
Strategies for Expansion
1. Research and Due Diligence
Thorough market research is the foundation for successful expansion. Your association should invest time in understanding the target market, cultural norms, and legal requirements to protect yourself from costly missteps. Identifying potential partners, such as local NGOs or industry associations, can provide invaluable support in navigating local challenges.
2. Collaboration and Partnerships
Building partnerships with local organizations can help your association establish trust, gain insights into the local context, facilitate the expansion process, and help you determine whether you should open new chapters or establish a different type of presence in the country.
Local partners can offer guidance on cultural sensitivities, assist with networking, and provide access to resources and expertise. With the increased presence of social media in the Middle East, building relations with local partners can be done in inexpensive, time-saving methods by partnering with local digital influencers.
3. Tailoring Programs and Messaging
Your association should adapt its programs and messaging to suit the local audience. This may involve translating and localizing materials, considering local cultural contexts, and tailoring advocacy strategies to align with local priorities. A nuanced and localized approach enhances credibility and demonstrates a genuine commitment to the region.
4. Building Capacity and Empowering Locals
Your association can contribute to long-term sustainability and impact by investing in capacity-building initiatives and empowering local communities through the United Nations’ 17 Sustainable Development Goals. Offering training programs, mentorship opportunities, and knowledge-sharing platforms can foster local ownership and build networks of change agents.
Conclusion
While concerns about social issues in certain Middle Eastern countries are valid, U.S. associations should not let fear hinder their potential for going global and expanding their presence in the Middle East. By approaching the region with cultural sensitivity, understanding, and strategic planning, your association can navigate the challenges and find meaningful ways to expand its operations.
