VISTA -- As war rages in the Middle East for the third time in 15 years, the importance placed on bridging the cultural and political differences between the U.S. and the region has never been more vital.

Institutions across the world are making efforts in this arena, and in San Diego, The Beyster Institute of the Rady School of Management at UC San Diego is at the forefront of carving a different future between cultures, utilizing commerce in place of conflict.

This is what brought Moroccan Ilham Zhiri and Palestinian Ekram Qura'an to Precision Litho in Vista last week. The businesswomen spent Monday and Tuesday with the staff of the North County commercial printing business. Zhiri is general manager of Imprimerie El Maarif Al Jadida, and Qura'an is an art director/public relations executive with Adwa' Design.

Zhiri and Qura'an secured their places among the 20 participants from a pool of more than 500 applicants to witness American business practices firsthand in their respective fields.

"We participate in sharing best practices nationally to help us run our business. The idea of sharing international best practices made sense. It's an expansion of what we already do," said Tom Hale, president of Precision Litho. "It can help us to share with them what we do, and learning from them can help us operate more successfully."

These women represent the sixth incarnation of a program co-sponsored by Beyster and the U.S. State Department. MEET U.S. (Middle East Entrepreneurship Training in the U.S.) brings "interns" from the countries of North Africa and the Middle East region to the U.S. to foster and enhance entrepreneurship opportunities for Arab women while bridging cultural and political gaps through commerce.

"It is very exciting to have the opportunity to learn something from America and go back to my country and implement some of these ideas into our business," Zhiri said.

Hale was first approached through his national trade association, Printing Institute of America, and then asked by the Beyster Institute to participate by hosting two of their interns who shared his business interest -- printing and the print industry.

"Some of the problems we deal with in this industry are the same as in Morocco and Palestine," Hale said. Their similarities continually struck chords.

"You can never be satisfied in this business, or you will be left behind," added Dave Murphy, plant manager of Precision Litho.

Zhiri concurred: "That's true, very true."

The businesswomen explored every facet of what the Vista business does. Fresh from a visit to some Precision Litho vendors, they sat down to a lunch round table to discuss the inner workings of a printing business, regardless of its geography.

They compared machinery, discussing the benefits and drawbacks of the equipment they utilize to keep their businesses afloat, and how best to utilize the funds available to them for continuing education for their employees.

Erin Nuveman, assistant operations director, wanted to know the most striking difference between the American work force and that in the Middle East.

"Here, it is very organized," Zhiri said. "Your efficiency, I also believe, comes from your communication. You have a meeting first thing in the morning, but you also have a meeting in the late afternoon, so you know exactly what you have accomplished."

Nuveman said she appreciated the opportunity to meet fellow businesswomen from other countries. "Interacting with these two ladies has been fantastic," Nuveman said. "Their attitudes are great -- it challenges everything you've been taught. They have gone so far in their business."

Similarities between their businesses shrank their world. "It is almost identical," Nuveman said. She added that it lessens the stress she feels everyday, knowing she is not alone. "Everyone struggles with the same issues. It really gives you an appreciation for what you do," Nuveman said.

When asked if she would like to return the favor and visit the Middle East as an American businesswoman, her answer came quickly. "Oh, definitely. That was the first question I asked when I found out we were going to host them. 'When do we get to go?' They have both extended offers to visit their countries and their companies. If I ever have the opportunity, I would love to go."

Qura'an said the most enlightening aspect of her visit was the priceless ability to witness capitalism practiced by a company in her field.

"I wanted to see how Americans did their business. The way we do it is different. It was nice to learn new ways of doing things," she said.

She also said that she appreciated the opportunity to meet another woman that shares her position as a female executive in the Middle East. "We have never met each other," Qura'an said of Zhiri. "As a person from another culture, it's nice to develop a relationship."

These exchanges can only help to change perception.

"I think we need more interaction with Arab countries," Zhiri said, "because in the end, we are all together in the world. We are all in this thing together."

In Palestine, Qura'an said that her hope is through business relations developed in San Diego that the cultures can become closer, especially with her people.

"We want people to see that we are all not terrorists," Qura'an said. "For me, in Palestine we are closed off. Not because we want to -- it is because there is a wall," she said of the barrier between her country and Israel. "So it is important for us to be open to other parts of the world. With other countries, maybe we can make a difference."

A striking example of the chemistry between these new business associates is the enormous amount of laughter they shared. Zhiri discussed how to manage a work force during Ramadan, a Herculean effort considering that Muslims do not eat or drink during daylight for 30 days. "Hey, at least I don't have to buy them lunch," she said.

After the laughter quieted, Zhiri became reflective. "We have enjoyed it very much, and I am very thankful that you have accepted us, and I hope that you all have enjoyed it as well," Zhiri said.

"Absolutely, we truly have," said Jack Beschen, Precision Litho's lead estimator.

As they ate sandwiches, salads and cookies of every imaginable variety, businesspeople created a synergy that easily could have continued. The interns have also formed a bond with each other. They look forward to reuniting with each other at MEET U.S.-sponsored events across the Middle East.

"One of the nicest things is we get to see each other again," Zhiri said.

Contact freelance writer Joel Amos at joeldamos@yahoo.com.