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This case facilitates students of tourism and marketing to use Kapferer’s brand prism model to analyse the case.

This case can be used for tourism undergraduate and marketing students to make them understand the processes for revitalising and developing a destination brand to increase the number of visitors and become more attractive to tourists and visitors. The case highlights the major strategies used by the Sharjah Investment and Development Authority team to develop Sharjah as a family, entertainment, eco-tourism and heritage destination among the seven emirates of the United Arab Emirates.

Sharjah is one of the emirates which form the United Arab Emirates. The case describes how a young leader of Sharjah developed destination Al Qasba as a tourist attraction, which was earlier not frequented by family and investors. After that, he was vested with the responsibility of developing Sharjah into an investment and heritage destination in United Arab Emirates. The case details how the team used different strategies to attract investors to the destination to make it more attractive to tourists as well the dwellers of the emirates.

To understand the process of sustainable destination development or place development practices. To analyse the case using using existing models or frameworks such as Kapferer’s brand identity prism or Aaker’s theory and any other. To recommend suggestions in improving the destination development strategies.

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CSS 12: Tourism and Hospitality.

The purpose of this paper is to conduct a meta-analysis of existing research on gender discrimination/gender gap and women in Science, Technology, Engineering and Mathematics (STEM) in the UAE, specifically, and Middle East and North Africa (MENA) and Gulf Cooperation Council (GCC) countries in general because of very limited number of articles published on the subject. It will give future researchers insights into the topics, methodologies and findings of such research from 1999–2019.

This study conducts a meta-analysis of 72 articles using the Wildcard operator search method and the Boolean operator to perform an integrative literature search related to gender discrimination studies done in relationship to or specific to the UAE.

In total, 88 papers related to the UAE and gender gap and women were identified. The articles were narrowed down to the ones published in high-ranked or Scopus journals (72). The findings suggest a decreasing trend in gender discrimination, but the issue still persists, requiring efforts from policy-makers, society and government to ensure gender parity is achieved. Academic research on women in STEM/SET workplace, specific to the UAE and the region, continue to slowly advance, with very few articles published in the same.

The study provides insights into gender gap research done in the past ten years specific to the UAE national women and gender gap in general and their career choices and prospects in the STEM/SET domain.

There is a need to focus research on Emirati women in STEM careers to develop more insights into gender gap perceptions of Emirati women and identify challenges and methods to close the gender gap in STEM careers.

This paper brings a holistic perspective to the meta-analysis of research on the gender gap and women in the UAE’s STEM domain.

The purpose of this paper is to develop a social innovation model and understand the levels of communication of different social actors at different points of a social innovation project (at Hewlett Packard). The paper also looks into the effect of communication networks and power of words in social interaction in social innovation projects.

The paper defines social innovation in the first part and how it differs from social entrepreneurship, corporate social responsibility and social business. The research focusses on the data available through the internet and the papers and articles related to social innovation experience of technology companies. A content analysis of the terminology that is used for social innovation projects during innovation process and the articles published will be the primary source for data analysis in the study.

The study did illuminate the power of certain words that are repeatedly used in e-mails and articles, related to the social innovation which can give researchers an idea about the power of words in social innovation.

It is important for human resource managers and innovation leaders to look at innovation from the social motivational process and more strategic perspective rather than just from the science and technology perspective. The study concludes with the development of a model and partnership communication analysis for successful social innovation projects.

The research will add value to the area of social innovation by looking into the importance of concepts and words used in social innovation. The study is looking into a new perspective of social marketing which is the power of words in a social innovation project.