The Market
The Founder



have a motto: “Action speaks louder than words”. It is no longer enough to rely simply on high-quality products and a modicum of Arabic to break into the Middle Eastern market. It is essential to have an underlying business concept and this is where Shago can provide expert advice and assistance.
An important component of this business concept is to establish a climate of trust between German and Arab business partners. German companies must learn to adapt their way of doing business to Arab customs and traditions. This is not simply a matter of learning the Arabic language but changing one’s whole manner of presenting and negotiating. Just to quote one example : a German would focus on presenting facts and figures, whereas his Arab counterpart would employ more flowery and stylised phrases which would sound strange to European ears.
The expert advice provided by Shago can help you to minimise your business risks, reduce your sales and marketing costs and to bring your products faster on to the market.