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The Academy of International Business – Middle East North Africa (AIB-MENA) and University of Wollongong in Dubai (UOWD) launched the second volume of “Actions and Insights” on cases studies of UAE companies at the 2nd annual AIB-MENA conference held recently at Zayed University under the patronage of H.E. Sheikh Nahayan bin Mubarak Al-Nahayan, UAE Minister of Higher Education and Scientific Research.
The book was released by Mirza Al Sayegh, Director of the Office of His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum. The first book in the series was launched in May 2011 by Her Excellency Sheikha Lubna bint Khalid bin Sultan Al Qassimi, UAE Minister of Foreign Trade.
The 12 cases document how UAE-based companies managed in uncertain times, which was also the AIB-MENA conference theme. The book has been edited by Dr. Melodena Stephens Balakrishnan, Associate Professor, UOWD; Dr. Ian Michael and Dr. Tim Rogmans of Zayed University; and Immanuel Azad Moonesar of UOWD.
The cases document a range of situations. Readers get an insight into how Abraaj Capital Limited created an entrepreneurship ecosystem through a 3-day event “Celebration of Entrepreneurship”.
The process of helping to manage preventable blindness in developing countries is explained in the case on Noor Dubai Foundation. The way a UAE-based airline managed its reputation during the disruption caused in air travel in Europe by the Eyjafjallajökull Iceland volcano is analysed in the Etihad Airways case. The complexities of sales forecasting in the perishable food business is highlighted in the Al Ain Dairy case.
The process of building a strong value-based UAE brand in the international marketplace is documented in the Jumeirah Group case. The country-of-origin effect and local market insights are explored in the Haier case. The process of creating a research culture is discussed in the UOWD case. The Advanced Technology Investment Company (ATIC) case looks at the foresight the company had into building human capital within the region. The Sharjah Football Club (UAE) looks at the challenges of sports marketing which would be an important point for discussion with the Qatar FIFA World Cup.
Dr. Melodena, the Series Editor and Chair of AIB-MENA, said: “What these cases show the world is that in MENA business continued to thrive despite the global financial meltdown, environmental uncertainty and other regional challenges. Some companies seized the opportunities that presented itself in the cracks of challenges; others looked forwards to future challenges and planned ahead. Still others thought it was a great time to give back through corporate social responsibility and sustainability or engaging youth – the powerhouse of MENA.”
The book effectively sheds light on the real business management problems that MENA-based organizations face. The cases document the context, challenges and opportunities. The cases cover a wide range of topics of importance to businesses in the MENA region and can be applied across a number of management and business disciplines, such as international business, management strategy, human resources, destination and economic policy making; marketing, event management, CSR, sustainability, and entrepreneurship. AIB-MENA hopes this book will spur more organizations and individuals to contribute to teaching and research.
The book is published by Emerald Publishing Group and each individual case is available online on the Emerald Emerging Market Case Studies website (including a free sample case on Abraaj Capital Ltd.).
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