n FEATURE STORY

At the

crossMillennia-old tradition and modernity co-exist in today’s Saudiroads Arabia, a nation focused on economic development and diversification. Shown here is the capital city of and the distinctive Kingdom Tower (at right), the nation’s tallest building and one often called the “necklace” for its distinctive shape.

Shutterstock.com photo

42 February 2008 BOEING FRONTIERS n FEATURE STORY

Inside “What we’re seeing [in ], as in other This comprehensive package of articles explores why Saudi Arabia is important to Boeing— and what Boeing is doing to position itself for long-term growth and success there. places around the world, is the Relationships, potential: Boeing continues to build upon its six decades of presence and expectation of partnerships relationships within Saudi Arabia. Page 43 versus simply sales.” One company: Why Boeing must take a cross-enterprise approach to doing business in Saudi —Shep Hill, President of Boeing International Arabia. Page 44 dex and is currently ranked first in the Aviation taking off: Saudi Arabia sees transportation as a “priority sector” for investment. . Here’s why that’s important to Boeing and its customers there. Page 46 That’s where global corporate part- Partnerships matter: Boeing is helping create a new Saudi university. Here’s why the com- ners like Boeing come in, doing far more pany is involved—and what it means for the future. Page 48 than just selling commercial airplanes and defense solutions to the nation. Instead, First-person perspective: How respecting the culture of Saudi Arabia relates to Boeing em- through a memorandum of understand- ployees representing a global company. Page 49 ing with the Saudi Arabian General In- vestment Authority, privately owned joint ventures such as Alsalam Aircraft Co., and A young, tech-savvy university partnerships, Boeing is leverag- ing its cross-enterprise expertise to make population. Interest in itself a valuable resource to Saudi Arabia. Make no mistake: Saudi Arabia is a international investment, key strategic and high-priority market for Boeing, and the company continues to economic development, build upon its six decades of presence and mutually beneficial relationships within diversification. That’s the kingdom. “What we’re seeing [in Saudi Arabia], why Boeing sees Saudi as in other places around the world, is the expectation of partnerships versus simply Arabia as a market sales,” said Boeing International President Shep Hill. “From Integrated Defense Sys- of extreme importance tems’ and Commercial Airplanes’ own standpoints, Saudi Arabia has the ‘3Rs’— By Maureen Jenkins requirements Boeing can uniquely fit; the audi Arabia is a place of stunning resources to pay for it; and the relation- contrasts, where a rich, millennia- ships with Boeing that should give us a Sold culture with Bedouin roots co- competitive advantage.” exists with urban landscapes and famil- But it takes more than just technical and iar Western landmarks such as Starbucks business skills to succeed in Saudi Arabia, Coffee and KFC. located in the often-volatile Middle East. It’s a monarch-led country that owns 25 It’s equally important that Boeing people percent of the world’s known petroleum re- understand the kingdom’s culture—one serves and exports more oil than any oth- shaped by Islam, geopolitical change and er nation. Yet it’s seeking to move beyond shifting economic realities. its dependence on oil sales and equip its “To gain the know-how to operate in this young citizenry with broad-based techno- kind of environment is going to take time, logical skills and well-paying jobs that will experience,” said Ahmed Jazzar, president contribute to its pro-business economy. of Boeing Saudi Arabia. “It takes the right Because economic development and attitude and right personality. Some people diversification is a top priority for the see the differences as only negatives; oth- Saudi government, it’s encouraging in- ers see them as richness and diversity. ternational investment and private-sec- “For us to make Boeing global,” contin- tor growth. Plans to create six “economic ued Jazzar, “we need to work very hard to cities,” each with its own industry focus make this understandable. We have to be and located across the country, are help- accustomed to working in all these coun- ing lead the charge. In the past three tries and different cultures.” years, for example, the kingdom has ris- And Boeing is replicating this business en from No. 76 to No. 23 in the World philosophy around the world. n Bank’s “Ease of Doing Business” in- [email protected]

BOEING FRONTIERS February 2008 43 n FEATURE STORY A Gulf ‘giant’

Workers at Alsalam Aircraft Co. perform inspections on an F-15 following a Programmed Depot Maintenance functional check flight. A Boeing-led consortium and local investors and companies founded Riyadh-based Alsalam 10 years ago. A lsalam ircra ft C o. pho t o ships in the kingdom, Boeing leaders said One such current campaign is fleet mod- Saudi Arabia might be it’s especially critical the company take a ification of Saudi Arabia’s massive F-15 cross-enterprise approach to doing busi- fleet, which could include new fighters and IDS’ largest market ness there. Joint Boeing Integrated Strat- the upgrade of existing jets, said Michael egy Teams were created in 2005 to address Probasco, president of Boeing Middle East outside the US, but a the Middle East, and Japan, ensuring Limited, which handles IDS business de- one-company approach business units were on the same page in velopment in the kingdom. “We want to key strategic world regions. replace their airplanes with new ones,” is critical for Boeing “The number of decision makers in he said. Such a replacement sale could be Saudi Arabia is very, very small,” said worth $10 billion. Then there’s the possi- By Maureen Jenkins Boeing Saudi Arabia President Ahmed bility of selling 12 additional Apaches. Jazzar, and is the same for both IDS and “One of the benefits we have as a com- tanley Roth, Boeing International Commercial Airplanes products. Any con- pany is a nice portfolio of systems devel- vice president of International Gov- tract of $30 million or more has to be ap- oped for the United States that have been Sernment Relations, calls Saudi Ara- proved by King Abdullah Bin Abdulaziz. exported to other countries,” said Jeff bia “the giant on its side of the Gulf.” Moreover, HRH Crown Prince Sultan Bin Johnson, IDS vice president of Middle This strategically important nation Abdulaziz is the minister of defense and East and Africa business development. is the largest market for Integrated De- aviation—and the chairman of Saudi Ara- “That gives you a nice production run fense Systems products outside the Unit- bian Airlines. where Saudis can buy upgraded models ed States. With more than 100 F-15s, five “When they look at us,” Jazzar said, off the shelf.” AWACS (Airborne Warning and Con- “they don’t look at us as BCA or IDS. This Another Boeing advantage, said trol System) aircraft, seven 707 air refu- is one place where we really have to be one Johnson: Linking the AWACS, upgraded eling tankers, and 12 AH-64A Apaches team. I spend a lot of time with the teams Apaches and F-15s, so the Saudi services that are being upgraded to D models, the from both business units on the business have much better situational awareness. Saudi military force is well-equipped with culture in the kingdom. I help in the strate- “NCO (network-centric operations) can be Boeing platforms. gies for different campaigns so there’s an a big idea, so we’re real focused on phas- Although IDS enjoys strong relation- element that answers the (government) re- ing this in based on aircraft we have in the- quirements.” ater,” he said.

44 February 2008 BOEING FRONTIERS n FEATURE STORY

Security AND growth Probasco of Boeing Middle East Limited. built Tornado aircraft, among others. For sure, the often-volatile Mideast re- “You’re creating a job that’s not going to be “What we really want is to take this to gion faces threats from terrorism just like done in the States, yet you’re sustaining jobs the second level, assembling airplanes and other parts of the world, leading the king- in the States” by keeping aircraft lines open. getting into the manufacturing,” Fallatah dom to procure military products for self- In addition, Probasco said this partner- said. “We’d like to get into the support of protection. ship takes “the direction of moving Boeing airplanes in their totality and we have the “How do you stabilize the Gulf? You presence closer to the customer and facil- resources available to do this, including have to start with Saudi Arabia,” Roth itating solutions to the Kingdom’s prob- a lot of young Saudi talent who are eager said. “They want jobs for their young peo- lems.” It also helps the U.S. government’s to enter the growing aviation industry in ple and a sustainable economy. That fits relationship with a key Gulf ally, he noted. Saudi Arabia.” very well with the Boeing model—to be With a profitable business since 2001, Saudi officials have recognized the a partner, with an emphasis on the word Alsalam President and CEO Mohammed capabilities Alsalam has developed, Falla- partner. It’s not just about sales.” Fallatah said the company enjoyed about 10 tah said: “When they come and see with In January, IDS President and CEO Jim percent sales growth over the past two years. their own eyes what we are doing and what Albaugh attended and spoke at the Saudi While 70 percent of its work is performed on we have done, they cannot believe we can n Arabian General Investment Authority’s BoeingMEDITERRANEAN platforms, SEA AlsalamSYRIA services Sikor- do this in Riyadh.” Global Competitiveness Forum in Riyadh. sky UH-60 Black Hawks and European- [email protected] SAGIA sponsored this second Forum, fea- ISRAEL

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P Last spring, Boeing established a wholly E R S owned subsidiary in Saudi Arabia, Boeing I A N International Support Systems–Saudi Ara- G Buraydah U bia Ltd. Its employees will provide engi- E S D E R L Ad Dammàm BAHRAIN F neering, depot maintenance, modifications Al Madìnah QATAR OMAN and upgrade capabilities in support of sev- Medina AR RIYÀD eral Royal Saudi Air Force programs, in- RIYADH cluding AWACS and F-15. Gulf of UNITED ARAB Oman The subsidiary was created to better Makkah EMIRATES support Boeing partner Alsalam, a leading Mecca SAUDI maintenance, repair and overhaul (MRO) facility in the region. Alsalam, the prime ARABIA SUDAN contractor for maintenance programs A to the RSAF, was founded in 1988 by a Abhà OMAN Boeing-led consortium and local investors ERITREA ARABIAN and companies as an MRO service provid- SEA er for the RSAF and regional commercial customers. Saudi ArabiaETHIOPIA at a glance YEMENGross domestic product, 2006: $371.5 billion (2006 estimate) Alsalam’s significance Official name: Kingdom of Saudi Arabia When it comes to growth opportuni- Estimated gross domestic product growth ties for Boeing within the country, John- Location: Middle East, bordering the Arabian rate, 2006: 4.3 percent Gulf and the Red Sea. Bordered by Iraq, son said the past five years have been fo- Major export partners, 2006: Japan, United cused on support services and systems. Jordan, Kuwait, Oman, Qatar, the United Arab States, South Korea, China, Taiwan, and Much of that work currently is performed Emirates and Yemen. (Bahrain, an island, is Singapore by Alsalam, which performs heavy main- linked by the King Fahd Causeway.) tenance on F-15s and will complete up- Area: About 2,250,000 square kilometers Major import partners, 2006: United States, grades on the Saudi AWACS fleet after the (868,730 square miles). Nearly one-fourth the Germany, China, Japan, United Kingdom, Italy, first is finished in the United States. size of the United States. South Korea In Saudi’s economic transformation Key industries: Crude oil production and pe- efforts, “the human element is the core,” Population: 27 million, including about 5.6 million non-nationals (July 2007 estimate) troleum refining (which represents 45 percent said Fahd M. Hamidaddin, general direc- of GDP and 90 percent of export earnings). Oil tor of SAGIA’s Marketing Sector. Thanks Language: Arabic is located in the country’s Eastern Province. to work performed by Alsalam’s 2,600 em- ployees—with the average worker in his Religion: Islam Military spending as part of GDP, 2006: 20s—Saudi fleets achieve self-sufficiency. Capital: Riyadh 10 percent “These things that can be done more ef- Other key cities: Jeddah, , holy Sources: CIA World Factbook, Saudi Arabian ficiently locally met [the government’s] ob- Islamic cities of Mecca and Medina General Investment Authority, Saudi Arabia jectives of industrial growth and jobs,” said Information

BOEING FRONTIERS February 2008 45 n FEATURE STORY

Taking to the Riyadh-based Sama, a low- air cost airline that flies leased Boeing 737-300 jets, has be- come the kingdom’s second largest carrier two years after launching service. Sama executives plan to ag- gressively grow the airline with additional airplanes and destinations. S ama pho t o vestment Authority (SAGIA) has pegged and the sustainable market from within.” Strong aviation forecast transportation as a “priority sector” for in- What does this mean for Boeing? Sama vestment and privatization. operates six leased 737-300 jets and is as kingdom emphasizes The Saudi Arabian General Authority looking to bolster its fleet. Saudi Arabian of Civil Aviation has opened competition Airlines is considering adding the 787 transportation growth and licensed two private low-cost airlines, Dreamliner to its fleet. And Boeing Busi- Sama and NAS Air (a National Air Servic- ness Jets has had success placing VIP jets By Maureen Jenkins es company), to operate within the country. in the kingdom. ver since the DC-3 first landed It’s expected shortly to let private airlines Outside the United States, the Middle in Saudi Arabia in 1945—a gift operate chartered flights within the nation. East region has the largest business jet Efrom U.S. President Franklin D. And like neighboring nation the United presence in the world, with 485 VIP air- Roosevelt to Saudi King Abdulaziz Arab Emirates, Saudi Arabia intends to craft currently in operation or on order. Al-Saud—Boeing, the kingdom and com- capitalize on its location at the crossroads Boeing owns 57 percent of the single-aisle mercial aviation have been indelibly between Europe, Asia and Africa. VIP market and 64 percent of the twin- linked. This single airplane inspired the “We think our geographical location aisle category, giving this region the larg- king to order more DC-3s, which led to the is ideal not just to serve our region, but to est combined Boeing Business Jets pres- creation of Saudi Arabian Airlines, a state be a launch pad [from] the region,” said ence in the world. Within the Middle East, carrier that currently flies 83 Boeing sin- Abdulaziz Y. Al-Babutain, SAGIA Direc- Saudi customers own the largest number gle- and twin-aisle airplanes. tor General of the Transportation Sector. of VIP jets. Much has changed since then, but what “We can leverage our location between With Saudi Arabian Airlines, “the op- remains are strong relationships between East and West.” portunity for us is really with the 787 be- Boeing and Saudi airlines. Those relation- “This is a big country, with no rail- cause it’s perfectly mated to replace some ships put Boeing in an ideal position. With road system to talk about,” said Boeing of their Airbus A300 aircraft,” said Marty the government focused on economic ex- Saudi Arabia President Ahmed Jazzar. Bentrott, Commercial Airplanes vice presi- pansion and sustained growth beyond oil “And there are no water channels. The dent of Sales for the Middle East and Africa. revenues, the Saudi Arabian General In- only practical means for transportation in He added that Boeing hoped “to have an in- the kingdom is aviation. It has the people dication from the airline” within six months.

46 February 2008 BOEING FRONTIERS n FEATURE STORY

“There are a number of opportuni- the holy cities of Mecca and Medina. Southwest Airlines, Sama founders took ties in work for VIP 787s,” Bentrott con- As the airline shifts its brand strategy, advantage of the kingdom’s privatization tinued. “That will help put us in a com- said Abdulaziz Al-Hazmi, executive vice push and beat out 15 other potential airline petitive position. For Sama, we think the president of marketing, it will spend $350 startups for a license. With $15 million 737 Next-Generation will be a great tool million to upgrade its Boeing 777 interiors from 30 private and institutional investors, of expansion. From the cargo standpoint, and first-class cabins. It’s also overhaul- this low-cost carrier started flying leased what you’re going to see is some replace- ing its information technology system, up- Boeing 737s at the end of 2005. ment possibilities. There may be a market grading its Web sites and call-reservation In just two years, Sama has become the opportunity to place converted freighters centers, and its Alfursan loyalty program. kingdom’s second-largest carrier. “We’ve into Saudi.” “That’s where it’s really going to be add- really been picking up unsatisfied de- BCA’s Current Market Outlook fore- ing a lot of competitive advantage for us,” mand,” said Sama CEO Andrew Cowen, casts that the Middle East will need 1,160 he said. noting that the airline carried 500,000 pas- new airplanes, valued at $190 billion, over But one key trait won’t change: the air- sengers in its first six months. Sama em- the next 20 years. And the potential market line’s commitment to education. It sends ploys pilots from Malaysia and Indonesia for airplanes inside Saudi Arabia over the some workers for university degrees; some (they tend to be Muslim—and thus better same two decades is at least 150. are sent to school for pilot or certified me- fit with Saudi culture) and Brazil, and its chanic training. Even degree-holding em- call center in Riyadh is staffed entirely by Heritage, privatization ployees “need to know what accounting, Saudi women. Just like the rest of Saudi industry, marketing, selling is all about, whether he’s “We deliberately called it an Arabic Saudi Arabian Airlines is embracing priva- an engineer, systems person, or a pilot,” name,” said Cowen about Sama, which col- tization as a means of long-term growth. Almolhem said. “We’re putting a lot of em- loquially refers to the “sky” or “majestic And airline leaders believe competition phasis on training, because we are chang- heavens.” “We wanted to create a home- from other domestic airlines will make the ing and we need to get people to change grown Saudi brand. We wanted to get a carrier stronger over time. As part of this with us. All of this is moving toward get- buzz going, and I think it’s working.” Bor- effort, its maintenance, repair and over- ting people in shape to compete.” rowing from the lighthearted spirit South- haul, catering, cargo and ground service The airline also is competing success- west made famous, Sama remains respect- will be spun off into a subsidiary owned by fully in the cargo market. Flying eight 747- ful of its Saudi heritage while incorporating a consortium of Saudi and other investors. 200s, -400s and MD-11s, its cargo opera- whimsy into its brand, from its Saudi Na- “We’re excited because the holding tion has grown 6 percent in the last two tional Day livery to its lively offices. company will own substantial interest in years, said Cargo Sales & Services Vice Very recently, the airline started flying a lot of businesses,” said His Excellency President Fahad A. Hammad. international charter flights to seven desti- Khalid Abdullah Almolhem, the airline’s “Privatization can only improve the ef- nations, including and Abu Dhabi Director General. He said this new busi- ficiency of our operation,” he said, “be- in the ; , Leb- ness model will not only offer more com- cause it will modernize our infrastructure, anon; and , Jordan—and Cowen fortable service and lower flight costs for our fleet and our ground support.” said more will follow. To accommodate fliers, but will allow the carrier to more ac- growing demand, Sama executives plan to tively pursue the lucrative haj and umrah Sama rides low-cost wave boost their fleet to 35 airplanes by 2010. n market that delivers Muslim pilgrims to Inspired by long-time Boeing customer [email protected]

Saudi Arabian Airlines—which operates the Boeing 747-400 (above)—is in the midst of a groundbreaking privatization effort. While this ak e pho t o will lead to increased competition for the large state carrier, airline executives believe the strategy will lead to strong, long-term growth. Tim St

BOEING FRONTIERS February 2008 47 n FEATURE STORY Lesson well learned How Boeing’s role in a new university illustrates the value of building partnerships

By Maureen Jenkins

or Boeing in Saudi Arabia—as in A physics instructor (right) assists two students from King Faisal Foundation’s Univer- other countries—doing business is sity Preparatory Program in preparing a lab report. Top-performing students at UPP will Fabout more than merely selling prod- be able to pursue college studies at the new Alfaisal University, which officially opens ucts and services. It’s also about helping its doors in September with Boeing as a corporate “founding member.” the kingdom develop a high-tech and aero- space infrastructure so that Saudi compa- One objective of this first private Saudi force, Boeing hopes eventually to tap into nies can support the products the nation university is “Saudization,” or the govern- this expertise. Since September, many buys, including those from Boeing. It also ment’s goal of increasing the percentage high-achieving high school graduates have will help these companies develop tech- of Saudi nationals in the work force while been attending King Faisal Foundation’s nologies that will help them create—and reducing its dependence on internation- University Preparatory Program (UPP), compete in—new markets worldwide. al employees. Today, about 20 percent of which offers English language training This assistance positions Boeing as a those living in the country are foreigners. and intensive academic coursework in partner with the kingdom as it develops With its young population—the Sau- key subjects. High-performing students at a key asset: its young population. And a di Arabian General Investment Authority UPP, affiliated with Alfaisal, can pursue well-trained future work force benefits the says that 50 percent of the kingdom’s citi- college studies at the new university or at Saudi Arabian and Boeing high-tech sup- zens are age 25 and younger—Saudi Ara- other Saudi and international higher-learn- ply chains, highlighting the company’s bia knows it must develop viable, long-term ing institutions. global strategy of working with top tech- employment options. Universities like Al- Maher A. Alodan, Alfaisal vice presi- nology providers across the globe. faisal, which will equip students with skills dent for research, said he hopes to estab- That’s the main factor behind Boeing’s they’ll need for the high-tech 21st century, lish corporate-sponsor scholarships for support of Alfaisal University, a Riyadh- play key roles in this strategy. students—as the university’s cost is high based school scheduled to open officially “Countries want technology; they want relative to others in the region, which often in September, and that counts Boeing as to move up the value chain. They don’t just are free. Another goal: exchange programs a founding member. Boeing Saudi Arabia want to buy,” said Stanley Roth, Boeing between students and corporations, which President Ahmed Jazzar is on the school’s International vice president of Internation- would send professionals to lead classes, Board of Trustees. Not only does this in- al Government Relations. workshops and conferences. volvement allow Boeing to be viewed as Alfaisal will use an engineering cur- “What we would very much like,” Al- a long-term corporate partner of the king- riculum developed by international con- khairy said, “is for systems engineers at dom, but it’s one of the tangible outcomes sultants from the Massachusetts Institute Boeing to come on site and teach and build of Boeing’s industrial participation pro- of Technology and the United Kingdom’s internships into this. In addition, we want gram in Saudi Arabia. Cambridge University. our students to be able to be licensed in It’s important that the company “look at “When we design curriculum, we are the U.S. and the U.K. The outlook is really offsets not as an obligation, but as an op- not hampered by old ways,” said College global. We want to be a world-class uni- portunity,” said Boeing International Pres- of Engineering Dean Ashraf M. Alkhairy. versity that takes care of problems that are ident Shep Hill. “You can access resourc- And as technically skilled classes grad- global concerns.” n es, talent and innovation.” uate from Alfaisal and move into the work [email protected]

48 February 2008 BOEING FRONTIERS n FEATURE STORY

same passion for their work, albeit half a world away? do as Granted, life is different in the king- When in Riyadh, dom for women—even professionals. They must be escorted by male relatives when out in public; they don’t drive; they the people there do don’t mingle with men socially or in the workplace. In restaurants, they must eat in “family sections,” whether alone or ac- companied by men. Although I’m an in- dependent American woman, I could feel the general respect and courtesy afforded to females in Saudi culture, and during my short visit learned to appreciate the ano- nymity offered by my abaya. Know that age-old adage, “When in Rome, do as the Romans”? I translated that to “When in Riyadh …” and had a far richer experience than I would have if I’d tried to view everything through an Amer- icanized cultural lens. For sure, visiting Saudi Arabia is differ- ent from a work assignment in Italy, Spain or Japan. Indeed, it’s nearly impossible for non-Muslim independent travelers to enter the kingdom. (Because the Boeing Mid- dle East Limited office handled my visa application—and because I would be the guest of a well-regarded corporation—it Boeing Frontiers writer Maureen Jenkins stands next to an aircraft display case at the was processed with no problem.) But that Boeing Middle East Limited office in Riyadh, Saudi Arabia. She recently spent several difference is the point. If we Boeing em- days in the kingdom reporting on Boeing business activities. ployees are going to be successful business the truth. From the moment I arrived at partners around the globe, it’s imperative How a Saudi Arabia King Khaled International Airport in Ri- that we become adaptable and willing to yadh, I was treated like an honored guest. step out of our comfort zones. It’s all about trip relates to Boeing When Boeing employee Mohammed Ali being respectful of cultural, social and re- greeted me, he presented me with an elegant ligious differences, even when we don’t al- as a global company abaya from Boeing Saudi Arabia Presi- ways understand them. And that’s just as dent Ahmed Jazzar, as I would don the true in our Boeing offices with our own By Maureen Jenkins black floor-length gown and head scarf colleagues, whether we work in Seattle, Seal Beach, Calif., or Seoul. Editor’s note: In this article, Boeing Fron- during interviews with Boeing executives, at Alsalam Aircraft Co., and with key Sau- Months before my visit, retired Boeing tiers writer Maureen Jenkins offers her International President Laurette Koell- opinions on how working in Saudi Arabia di customers in Riyadh and Jeddah. (To comply with Saudi requirements ner traveled to Saudi Arabia and met with connects to the importance at Boeing of high-level officials, Saudi executives and respecting cultural and social differences. that women be covered when out in pub- lic, I brought a couple of borrowed abayas Boeing and Alsalam staff during what s a writer for Boeing Frontiers, I’ve with me from Chicago to wear when de- Boeing International Vice President Stan- been fortunate to visit many coun- planing.) ley Roth called an “extremely positive” tries. But when I told friends and As someone who’s traveled—and visit. The warm reception Koellner re- A ceived from her Saudi hosts, Roth said, family that I’d be traveling to Saudi Ara- moved—to the other side of the world by bia, the reactions varied from fascination herself, I saw the trip to the kingdom as a stemmed from her willingness and desire to fear. welcome journey. After all, this should be to fit in culturally during her stay. The more adventurous couldn’t wait what it means to work for a global com- Boeing builds products that connect the to hear about my experience. Those who pany: a willingness to interact with peo- world and make it a smaller place. How viewed the visit with trepidation wondered ple and cultures different from one’s own. appropriate it is for those of us who work if I’d encounter danger as a Western wom- Rather than shrinking from such opportu- here to build bridges of our own, one cross- n an traveling alone to a Middle Eastern na- nities, why not embrace them as a chance cultural visit at a time. tion with conservative views on female to make one-on-one connections with cus- [email protected] roles in society. tomers who support our livelihood—and Nothing could have been further from with diverse colleagues who share the

BOEING FRONTIERS February 2008 49