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APresentation
On
Case AnalysisOfThe Java Lounge-Adjusting to
Saudi Arabian Culture
By
iva agan ohan ao ChS J M R
Regd.No.:5003
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What is Culture
"The integrated sum total of learned
behavioral traits that are manifest and shared
by members of society
-by Terpstran (1987)
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Introduction
Contrasts and Paradoxes-Strict religious
convictions and ancient social customs often
clash with reality of the modern world
Saudi some times allows latitude in the
enforcement of laws and customs, but
observation of some customs becomes more lax
Saudis and foreigners are often perplexed about
acceptable personal and business behavior, but
they find Saudi laws and customs odds with their
values
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Cont...
Cross-cultural uncertainty, leads a four young
people for opening a restaurant or lounge
Four are from lived and studied abroad, three
of them tied with Arab countries, whosecustoms are less conservative those of Saudi
Enough Saudis like to support a
restaurant/lounge like those they knewabroad
Lebanese consultants are get hired to
research the business concept
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Market Research
Market research can be difficult in Saudi-they
view the home as private and regard
questions about families as rude and invasive
They interviewed the families by approachingthem in restaurants after getting permission
Identifying best people-Who appeared
affluent and well traveled-people wears robes Only Saudi society were likely able to
determine the economic status of people in
resturants
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Cont.
Initially researchers noted
people's demeanor
Custom made and off-the rack robes Like wristwatches
Long Sleeves of traditional robes-which shows beneath
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Opening of Java Lounge
Four partners opened the Java Lounge, in 2003 at
Jeddah because it was a port
As such it enjoyed more contact with foreigners and
less conservative than much of other country
It is having an upscale 250-seats
Difference in dress code of capital of Riyadh (who
wears Garhas) and Jeddah-which is more relaxed French Chef-Europe and North America
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No Mistakes
In
Operations are different
Entire staff is male-In 2000, govt. ratified anInternational agreement eliminating
discrimination against women
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Examples of Womens role in Saudi
Outnumber men in Saudi universities
Own about 20% of all Saudi businesses-sell
only to female customers
Teachers and Doctors, accounting 7% of the
total work force
They need to use separate entrances if they
want to work with men
While working with male clerks the adult male
relative must serve as chaperones
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Regulations in Java Lounge and Malls
Men- Separate entrance and upstairs
Families and Group Women- Ground floor
Evening-Both floors are for families, because sexes
mix at Jeddah Shopping mall, So mixed shopping is
allowed in departmental stores
In those malls also there are some restrictions like
salespeople are men, no changing rooms, no tryingof cosmetics, upper floors are for women
Male Managers can visit when floor is closed
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Cont..
Religious Proscriptions Prevents to serve Porkproducts or Alcohol
Saudi has a Black market for alcohol,employees must ensure that customers don'tbring alcohol
If consumption takes place the operating
license will be loosed by the Java Lounge Holy period Ramadan-it serves the cutomer in
evening only
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Other Companies get Affected by
Pervasive Religious Culture
Pokmon-Un-Islamic Gambling
Starbucks-Womens face
Coty Beauty hands and heads of mannequins
and properly clad
Mc Donald's dims lights, closes it doors, stops servicein the month of Ramadan
Many stores shift operating hours to evenings
Not all the business are adjusted, there is personalinteractions which are tricky between Saudis andnon-Saudi's
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Islamic and Government Laws
Command Against Interest and Insurance,
they believe that there will be no accidents
Mortgages-
Interest free loans
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Flight attendants
They are not strict toward visiting a female
executive than a Saudi women
They wont allow Saudi women to work asflight attendants on Saudi Arabian airlines but
they other Arab countries to do so
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Back to Java Lounge
Where they are happy to report he business
has been successful from the start, because of
potential consumers who wanted a restaurant
offering certain Western style amenities
Spends the time and money to do the
research necessary to find out if they were
right
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Market for Parisian haute couture
Country undergo a market for Parisian haute couture
But they prohibits fashion magazines and movies
The women will buy designer collections in front of
husbands and other women
Other than abayas they spent on expensive jewelry,
makeup and clothing
Even men also were favor on latest high-end fashions
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Conclusion
More Saudis interact with foreigners and the
country strives for economic growth, that
leads to domestic cultural and social values
The current conditions are rewarding the
foresight of the Java Lounges entrepreneurs,
but they remain carefully attuned to variety of
cultural and social norms that still characterizelife of Saudi Arabia