May 2017 – CCJ, Volume. 2, Pg 21-33
by Alf H. Walle
Many people view the Middle East in simplistic ways that envision great cultural uniformity (or perhaps assume that homogeneity should be established.). In reality, of course, significant diversity exists and is a positive asset. Nevertheless, rapid social and economic changes (and/or the pressures associated with them) put many Middle Eastern ethnic and minority groups under stress and/or peril. Facing such circumstances, these enclaves often seek relief in the form of social equity involving some form of distinctive self-determinism. Opponents of such initiatives, in contrast, seek to have all people (members of cultural minorities included) act in accordance with some sort of universal standards or strategic models. Differences of opinion of this sort can (and have) led to tensions and conflict. This paper contributes to the dialogue regarding how disparities and disagreements such as these can be resolved.
ALF H. WALLE has moved between assignments as a consultant and as a college professor. Walle specializes in qualitative methods in marketing and consumer research and translates the techniques and perspectives of the humanities in ways that serve marketing scholars and practitioners. Although he continues to work within the context of business, he publishes in other fields such as folklore, popular culture, and literary criticism. His previous Quorum books are Qualitative Research in Intelligence and Marketing and Rethinking Marketing (both 2000)