Islamic work ethic and emerging market challenges

This study was designed to address differences, if any, between expatriates and national managers in Saudi Arabia. These are addressed in terms of Islamic Work Ethic (IWE), attitudes towards creativity, consumerism, and competition in a traditional society that economically relies heavily on expatriates. This study covers issues that are often overlooked in terms of Islamic ethics and rising marketing challenges in a traditional culture that has been exposed to the western capitalist system. While the context of this study is important, it is the effect on the cultural identity and symbolism that adds value to this research. The results reveal that expatriates scored higher than citizens on IWE, creativity, and competition; citizens scored higher on consumerism; and male participants recorded higher scores than females on IWE, creativity, and competition. This article makes four contributions. First, it contributes to our understanding that in facing job insecurity, expatriates’ expectations are regulated, and they have to engage in various strategies to reduce uncertainty and strengthen their roles in the workplace. Second, the sociopolitical environment places severe limits on expatriates and induces them to rely on their cultural beliefs as an adaptation mechanism to host country cultural traditions. Third, cultural openness that has taken place in the Kingdom in recent decades has enabled women to assert themselves in the workplace and capitalize on newly founded economic opportunities. Fourth, the article suggests that changes in the marketplace due to the adoption of the global capitalism system may eventually erode cultural traditions and that cross-cultural management scholars should give consideration to issues that affect people in their daily lives.