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In this study, 365 employees from three Middle Eastern countries (Saudi Arabia, Kuwait, and Oman) are queried about their cultural values and work‐related beliefs. This analysis is unique both in its sample and its focus on the relationship between individual cultural values and beliefs about work. Results suggest that the cultural value dimensions individualism (p < .001) and masculinity (p < .001) are related to both an individual's beliefs about organizational commitment and work ethic. Additional findings reveal patterns between cultural values and humanistic and political beliefs. Future research directions and managerial implications are also discussed. © 2002 Wiley Periodicals, Inc.

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The aftermath of the 1990 Middle East war and the region′s subsequent exposure to Western technologies and lifestyles has contributed to an accelerated opening up of Arabic culture to Western ideas. Often relegated to a secondary role in the Arab culture, changing market conditions have helped increase the importance of many marketing functions and, in particular, personal selling. Given the increased importance of personal selling in a high context culture, such as that of Saudi Arabia, the development of a qualified salesforce should significantly improve a firm′s competitive position. This exploratory study examined the extent to which sales training philosophies and practices differ between Saudi Arabia and the United States. Findings reveal the limited extent of Saudi sales training programmes and offer insight into the future development of marketing and sales training in this Arab culture as well as implications for both Arab and foreign businesses.

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