Corporate Success Stories in the UAE: The Key Drivers Behind Their Growth

The origin of perfumery can be traced back to the true cradle of human civilization and culture in ancient Mesopotamia and Egypt. The world’s first referenced chemist was a perfumer named Tapputi-Belatekallim who lived in Babylon more than 3,000 years ago. She used her intimate knowledge of chemistry to develop various formulations and techniques to revolutionize the process of perfumery creation. Similarly, Ajmal is one of the first companies in the Gulf Cooperation Council (GCC) to have pioneered the science and art of perfumery creation. This case study describes the inspiring journey of Ajmal Perfumes which began in the farms of a small village located in Hojai, Assam, to becoming a world-class perfumer with a global reach of over 45 countries. From “Farm to Flacon,” (Flacon a.k.a glass bottle) the company’s perfect control over their seamless value chain has enabled them to sustainably grow their business while maintaining high standards of quality. Their performance across five major dimensions (finance, market, processes, people, and corporate social responsibility [CSR]) is used to gauge their success. In this case analysis, the strategic framework behind the success of Ajmal Perfumes is captured. Transformational Leadership (TL), Customer Centricity (CC), Intrapreneurial Behavior (IB), Total Quality Management (TQM), Innovation Success (IS), Absorptive Capacity (AC), and CSR are identified as their key drivers of success. A critical review of existing literature related to success drivers was also undertaken that brought forward knowledge gaps and future areas of research in the domain of TQM and AC.

This is the case of an iconic brand from the Middle East, Abdul Samad Al-Qureshi Company (ASQ), which registered an admirable growth to become a global brand. ASQ was established in 1932 in Makkah, Al-Haram al-Sharif, the Holy Mosque. The company’s mission is to provide high-quality perfume products in the Arabian Peninsula. The company has different departments which work together to ensure that it achieves its objectives and has an extensive presence in the UAE. The company has seen a substantial increase in the number of staff members while sales have increased significantly. The customers’ satisfaction rate grew immensely resulting in the continuous number of awards that the company for its performance. The major drivers of success at ASQ are strong brand image, customer satisfaction, quality product, effective employee training programs, unique market offerings, and market research.

The role of supply chain members is often relegated to an ancillary role in brand building. Do distributors serve only as a conduit for movement of products confined to the business-to-business (B2B) market or do they possess the capability to transcend boundaries and help build the brand of the products that they distribute? Using a case study methodology, an exploration has been carried out on the success journey of Al Seer Group, one of the biggest and oldest Fast Moving Consumer Goods distributors in the United Arab Emirates, driven by the vision to be a brand-building partner. The organization is propelled by a robust people strategy, a process-based operational framework, a data-driven culture and a strategic reorientation that helped them to introduce the brand-building perspective to their stakeholders. This study encourages further research interest on employee retention strategies focused on the Millennial and Gen Z workforce, challenges of data-driven organizations in implementation of emerging technologies, the role of C-suite executives in organizational strategic orientation, and the brand-building perspective of B2B distributors.

The establishment of the Dubai Association Centre (DAC) back in 2014 was an important development in the association world in Dubai and the Middle East. The organization was established at a critical time when the area was switching to a knowledge-based economy. Throughout the years, DAC has experienced lots of success within its operations. It has increased membership, improved the ease of doing business for global associations and opened up Dubai and the Middle East to the rest of the world. Its success can be attributed to its efficient management, inter-unit integration with other organizations, intellectual capital development, service orientation, and social marketing efficiency. These success drivers have enabled it to sustain its growth as well as that of associations within it.

It is not any exaggeration to state Dubai as a global city. Furthermore, the Dubai World Trade Centre (DWTC) acts as a gateway for international visitors into this city. Starting from a business center in 1979, the tower has grown to house more than 3 million attendees annually. The tower expanded from its 39-story establishment to a full-blown project encompassing concourses, venues, and business offices. The 40-years’ experience enables the DWTC to establish itself as the chief organizer of more than 500 events in a year. Furthermore, relying on its excellent training program, customer-centric approach and active leadership participation, the DWTC has molded many leaders that solve futuristic problems. DWTC has driven economic growth in the local business environment for ancillary services as well. DWTC facilitates almost 3.3% of Dubai’s GDP, thus, putting things into perspective concerning its contribution to the local economy. Hence, DWTC acts as a beacon of light for the bright prospects of Dubai’s future, therefore, cementing its position in world trade.

The excessive accumulation of pollutants in the world’s oceans is urging all stakeholders to take swift action. Ecocoast is a Dubai-based organization that makes an impact by carving a niche for itself to overcome this predicament. The organization’s range of sustainable solutions offered at each stage of the coastal and marine development lifecycle focuses on protecting the marine environment. Founded in 2009, Ecocoast has since proven its robust positioning as an industry leader, winning over 15 industry awards. The drivers that influenced Ecocoast’s success were analyzed based on interviews with the founders and employees, as well as secondary data resources. Customer centricity, transformational leadership, research orientation, adaptive culture, corporate transparency, cross-functional specialization, and sustainable corporate thinking were found to be what shaped its success. The case proposes a strategic question for future research: Was it the desire for customer centricity that led to a transformational leadership style, or was it the other way around?

Emerging technologies are becoming vital in the very process of innovation. Companies need to be updated to the latest technologies to offer their premium services to customers as well as meet their expectations. In the medical sector, it is a challenge to sustain superiority in service due to a high level of competition and the challenges arising from different forces. Liberty Dental Clinic (LDC), a premium clinic in dental services and solutions, based in the UAE, was able to maintain a premium presence in Dentistry due to a series of developmental thoughts and efforts. It was able to invest and utilize new innovative technologies which many organizations lacked such as implementing the most contemporary Artificial Intelligence “4 Robots” in the Clinics. Creating a pathway for a satisfactory customer journey was embedded at all levels of the hierarchy in the Clinic and customer touchpoints. Using a case study methodology, the drivers behind the success and uniqueness of LDC have been discussed including Leadership, Quality Management, Risk Management, Internal & External Marketing Strategy, Corporate Social Responsibility, Sustainability, Technology and Innovation.

This case study offers an analysis of the main success drivers that allowed Majid Al Futtaim Retail, operator of Carrefour in the UAE, a major chain of hypermarkets and supermarkets, to undertake a digital transformation and achieve its objective of successfully launching their online grocery business in 2018. Within one year of launching their e-commerce business online, Carrefour UAE was able to achieve a 100% growth in the number of orders and a 110% growth in the number of new customers. Therefore, how did this company that is headquartered in the UAE and operates in 16 international markets, do it? And what did it take to digitize a business that has been operating in the traditional retail business for more than 20 years? Our analysis of Carrefour’s business model and Majid Al Futtaim Retail’s approach to launching their online business in the UAE shows that the main reasons behind their success were having a data-driven approach, adopting a customer-obsessed mindset, building an employee-centric culture and ensuring that continuous innovation is taking place across all business functions, all the time.¹

Amid the COVID-19 world pandemic, there are few organizations that have proven to be recession proof. A Dubai-based company has managed to resist its second recession after the 2008 market downturn, with no lay-offs, cash flow problems, and over 80% customer satisfaction. NAFFCO, a world leader in manufacturing fire safety and security solutions, is the organization that beat the odds. The aim of this case study is to identify the drivers of success that contributed to the continuous growth of the organization, despite turbulences in the market condition. Six drivers were identified: (1) Situational Leadership Style, (2) Innovation through Kaizen, (3) Quality Focus, (4) Research and Development Philosophy with Knowledge Spillover Integration, (5) Esprit de corps, and finally (6) Corporate Citizenship. These drivers were cross-examined with respect to academic literature and an analysis of the deviations and commonalities have been presented. Based on the cross examination of different strategic drivers, suitable areas of future studies have been indicated to understand the magnitude of their effects including NAFFCO’s Oath!

The pace at which an organization is able to respond to changes that occur both within and external to the organization has always been a key driver for the success of the organization. In today’s ever-changing environment and volatile economy, it is crucial for organizations to be flexible and agile in order to survive and succeed. This case study traces the journey of Stanley Black & Decker, a global tools, storage, and appliances organization, on its success journey in the Middle East region. This organization has been able to enjoy continuous financial success and win a series of accolades over the years due to the following major strategic drivers: change management, agility, effective channel management, strong customer engagement, brand leveraging, and innovation as a corporate culture. An analysis of existing research indicates a good alignment with change management, agility, brand leveraging, and innovation while a slight deviation is noted in effective channel management and customer engagement.

One of the most challenging aspects in the health care industry is to understand the nuances and strategies of those companies that provide both B2B and B2C services, apart from being supported by their management team, quality officers, the HR Manager, the clinicians, the doctors, and the holistic support of all staff. This case study focusses on analyzing the various indicators of success of The Health Medical Services (THMS), a major service provider in the health care sector, serving both B2B and B2C markets in the UAE and the organizational factors that drove the service provider to success, creating an exceptional experience for both their internal and external customers. The unique success drivers of THMS, as brought out by the current study include Customer Relationship Management, unique leadership style, employee engagement, market orientation, Quality Circles, patient-centric care, and service innovation in health care that supports their sustainability and scalability. Moreover, a literature review on the success drivers brings out the academic implications of the study.

Growing e-commerce and technology-led initiatives are the catalysts for digitization in the financial industry. Green (2020) states that there has been an increase in global funding in this sector from $111 billion in 2018 up to $135 billion in 2020. This surge in digital payments requires a payment technology company that understands the market needs of developing countries, has an agile approach and strong organizational practices. TPS is an agile company that has aligned itself to capture the untapped markets in developing countries through its best practices, perseverance, and continuous innovation by identifying and filling market gaps. The company is highly customer-centric and people-oriented. This case study explores the key practices and drivers of success for this company by outlining the main features of organizational strategy, competitive advantage, external and internal marketing practices. Looking ahead, the case asks whether agile practices, organic mindset, highly flexible customer orientation, and talent building practices influence the productivity and proficiency of the company or not.

The success of an organization that is operating in a volatile industry and in an increasingly uncertain external environment depends on various factors. Although existing literature mentions factors that could be considered as prerequisites of success for the continuity of business, there is limited research done specifically in the fuel/energy logistics industry within the context of United Arab Emirates. Using case study as a methodology, the present authors aim at understanding the growth model and strategic success factors of an energy logistics company, established in Dubai, the “Tristar Group.” With a presence in more than 21 countries, the group has over 22 years of history with 4 major service offerings under its portfolio. During its tenure, Tristar has achieved more than 70 awards and accolades, both regional and global in the field of corporate social responsibility (CSR), safety, quality, employee engagement, and strategic partnerships. The strategic drivers that have influenced the success of the organization include: responsible leadership and strategic agility, building a safety culture through strategic alliances, customer retention through service excellence, CSR and sustainability initiatives, employee empowerment & engagement, and enhanced service offerings through integrative growth strategy. In conclusion, the case study recommends the following future areas for research, namely, the impact of global scanning on corporate growth strategies, the types and nature of tools & interventions to be used for sustaining a safety led culture and the capabilities required for an organization to be resilient and anti-fragile.