Q&A with Mahmoud Haidar of the Middle East Beachhead

A strategy and business advisor, Mahmoud Haidar has experience in Europe, North America and the Middle East.

Before starting his own business, Mahmoud had 18 years management experience with blue chip firms in technology, services and consulting where he advised private and government sectors in numerous countries.

Based between Lebanon and France, Mahmoud is particularly interested in helping companies penetrate developing markets.

In his role as Chairman of the new Dubai NZTE Beachhead Board, he will be working to create a talented advisory board with experience across sectors and geographical markets to help high-growth New Zealand companies accelerate their success in this region.

Why should New Zealand companies consider exporting to the Middle East?

This is a region of the world that is experiencing unprecedented growth and is largely developing in all directions.

It is also a region where governments and markets are seeking new venues to diversify their production capacity along their oil and the other wealth sources. This is resulting in very vibrant and booming economies.

Saudi Arabia for example has announced a very aggressive investment plan that will see them create whole new cities within the next 10 years.

The figures I’ve seen quoted have them investing between US$300 billion – US$800 billion – in oil and gas, infrastructure, telecoms, education, healthcare, and consumer related industries.

Other countries in the Gulf are following suit; less developed areas of the Middle East are also developing at a fast pace and I expect the opportunities for exporters to grow more and more.

What is the attitude towards western companies?

The region as a whole is becoming more and more attractive to multinationals from all over and I don’t see why New Zealand companies should not benefit from this boom environment.

Markets have proven to have a keen interest in things western.

What about New Zealand in particular?

Countries like New Zealand have an interesting advantage. New Zealand is seen as politically neutral.

A small country with western quality and professionalism attributes but with no anti-feelings like is happening with the anti-Americanism for instance.

New Zealand is English speaking, which is the current language in the region and they do things the way the Europeans or the Americans do, and in some niches do it even better.

I’m not saying the region is totally aware of New Zealand and what it has to offer but the attitude is rather positive and there is an opportunity to exploit this.

How should a New Zealand firm approach this region?

Although we are talking about one region, the Middle East is different countries with different cultures and different ways of doing things.

Also, different countries have different focuses, such as education or healthcare, etc. depending on what stage of development they are at.

New Zealand companies need to understand which markets they are targeting, at what scale, what kind of business, cultural matters respective to the countries they pick, and what strategy to adopt, for example whether they enter the market with a partner or on their own.

I found that NZTE with its global network enjoys a unique position to exploit in terms of advising NZ firms.

What value is put on relationships in this region?

Generally speaking, people in this area are sensitive to relationships. They don’t do business with pure cold minded heads – warm, personal relationships play an important role.

The market is not as sophisticated or structured as Europe for example, and there is sometimes a longer cycle of penetrating the market and establishing networks, however relationships and trust are more valued and lay ground for longer term benefits.