The McKinsey Quarterly recently commented on ‘How Gulf companies can build global businesses.’ This frank assessment references companies based in the Gulf Cooperation Council (GCC) states who are using the petrodollar windfall to expand strategically into global markets. The piece also states that expanding globally for such companies will require the development of distinctive capabilities and skills.
Some of the referenced investments include DP World $7.1 billion acquisition of the British port and ferry operator P&O in 2006; Saudi Basic Industries (Sabic) $2 billion acquisition of the petrochemical division of the Dutch chemicals and pharma group DSM in 2002; Dubai Aerospace Enterprise (DAE) paying $1.3 billion for the Swiss company SR Technics, the leading independent supplier of aircraft maintenance, repair, and overhaul services; and, Kuwaiti logistics group Agility (formerly PWC Logistics) buying companies in Singapore and the United States as part of a drive to become one of the world’s top logistics groups.
The commentary however points out that in order for such investments to bear fruit for GCC players, the advantages that drove margins at home—high-income customer pools, cheap labor, protected markets, and low energy costs—won’t be transferred to external markets, and they will need to become more efficient abroad to be profitable/competitive there.
Some of the areas of focus suggested include:
- A strong customer service ethos
- Integration skills - especially important when the acquirer is buying a company to gain its capabilities
- Finding and retaining managerial talent
- A change in corporate culture
- Working within the governance structures of other business environments, which may be quite different from the GCC norm
From our point of view, in addition to the above points, the positive momentum of these strategic global investments now needs to be directed to building a business culture that focuses on ‘customer needs’ in all aspects of business operations - from market research, innovation, branding, product development, design, to communication. As global business leaders will attest, building a global business requires major investment in knowing and serving the global customer.
In addition, just as the traders of Arabia did in earlier days, these GCC global business leaders would not only gain from global trade but also have the opportunity to contribute to global business thinking around corporate scandals, environmental concerns, and social responsibility by sharing the business ethics and value system of Islamic culture.
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