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The United Arab Emirates (UAE) offers a level playing field to all ethnic entrepreneurs (EE’s) operating from within it. The purpose of this qualitative research case study is to explore the reasons underpinning the relatively greater success that Indian-origin EE’s in the UAE have been enjoying for sustained periods – and across diverse industries – relative to their counterparts belonging to several other nations.

Qualitative research case study that draws from data gathered through 30 interviews of participants identified through expert sampling.

Whereas the UAE treats all its ethnic entrepreneurs (EE’s) alike and provides them with a level platform to operate from, the EE’s from India have consistently been outperforming those from all other nations, particularly within the context of the UAE’s large businesses spanning diverse industries. Three features seem to explain their success: their high tolerance for ambiguity; thriftiness; and intercultural competence.

Two key limitations were faced: firstly, the negligible research literature on ethnic entrepreneurship in the UAE, and related official statistics such as details (by ethnicity/nationality) of EE-owned businesses, and secondly, the industry-wise break down of such businesses and their performance, as available in other developed nations hosting EE’s. Resultantly, alternate sources of data have been used to complete this research.

Given the UAE’s national-level institutionalised efforts to promote entrepreneurship amongst its citizens and wider populace, there are many implications that this study holds for existing and future entrepreneurs.

While on the one hand, the UAE and the wider Gulf Cooperation Council region have been witnessing frenetic ethnic entrepreneurial activity in the past decade, the research literature on the regions’ ethnic entrepreneurship is extremely patchy. This case study serves to significantly bridge this gap, and to the best of the authors’ knowledge, this is the first work, that extensively explores the entrepreneurial trajectory of Indian EE’s in the UAE, and the factors driving their success.

This paper aims to capture the challenges faced by large industrial firms in implementing employee green behaviour. It uses the gamification-based Octalysis framework for identifying motivational drives and entwins it to self-efficacy theory seeking to motivate and engage the employees through game techniques.

This paper uses qualitative approach where semi-structured interviews were conducted through snowball sampling technique with managers in senior positions in power sector holding significant decision-making authority. The interviews were transcribed and were analysed thematically.

This study offers compelling evidence that industrial firms are grappling to inculcate pro-environmental behaviour largely losing on incentivising motivation. Gamification can provide an enjoyable framework balancing intrinsic and extrinsic motivational drives.

This study offers a framework applicable to organisations across sectors, addressing challenges in implementing green behaviour by leveraging four phases of game mechanics. It tackles issues related to motivation and demand for incentives by striking a balance between intrinsic and extrinsic motivations.

This research stands out by incorporating game mechanics, specifically designed through Octalysis, to boost self-efficacy and encourage green behaviour among employees. Furthermore, it is in harmony with Sustainable Development Goals and circular principles.