Adaptación intercultural del marketing y la negociación en Emiratos Árabes Unidos: desafíos culturales y estrategias latinoamericanas

Abstract

This article analyzes the cultural challenges faced by Latin American companies when expanding their operations to the United Arab Emirates (UAE), focusing on the marketing and negotiation strategies adopted by Juan Valdez and NAFFCO. Using a qualitative, descriptive, and documentary approach, the study examines how Islamic values, social norms, and the particularities of the Arab business environment influence communication, promotion, and the adaptation of products and services. The theoretical framework draws on the contributions of Hofstede, Hall, Trompenaars, De Mooij, and Ali, providing an understanding of cultural dimensions, communication contexts, and business ethics in Islamic settings. The findings reveal that successful intercultural adaptation depends on understanding religion, language, and social hierarchies, as well as establishing personal relationships based on trust and respect. Consequently, a model of intercultural adaptation is proposed to guide Latin American enterprises in their internationalization processes toward the Middle East. This research contributes to the literature on intercultural management and global marketing, offering an integrative view of culture’s role in business sustainability.