Sameera Mohamed Al Zaidi and Syed Zamberi Ahmad
By reading and understanding the case study, Students will be able to link the importance of healthy life style and the physical exercise to the fitness industry in the UAE…
Abstract
Learning outcomes
By reading and understanding the case study, Students will be able to link the importance of healthy life style and the physical exercise to the fitness industry in the UAE society, to reduce the growing percentage of obesity and related diseases; identify the main challenges of Tone Fitness Ladies’ Studio (Tone); explore the market segmentation of fitness centers in UAE based on a benefits segmentation of fitness industry; identify the demographic segmentation of Tone Fitness studio and the effects of considering gender and age; and develop individual perspectives of how Tone Fitness ladies’ studio may overcome the challenges to compete in the UAE fitness market.
Case overview/synopsis
Three sisters from the United Arab Emirates (Hind, Mariam and Amna Mohamed Omer) have established a fitness studio for women in Al Maqta’a (formerly known as Bain al Jasrain) on the eastern side of Abu Dhabi. Each of them shared a passion for sport, which led them to realize their business idea of setting up a fitness studio specifically for women. An understanding of Emirati culture and the needs of women in their society inspired them to think of a special place where women could find relief from work and life demands while also exercising pursuant of a healthy lifestyle. They launched Tone Ladies’ Fitness Studio (Tone) in September 2014, the first fitness studio for women in Al Maqta’a. The studio is in the same building as a cooperative hypermarket – a very good location because it is visited by many people and has ample parking spaces. Partly due to growing interest among Abu Dhabi residents in fitness and health, new fitness studios opened nearby in 2016, with competitors offering excellent services at reasonable prices. While the demand for fitness and healthy lifestyle pursuits is high in the region, the market has also expanded greatly to meet this demand, with many high-quality options becoming available. As a result of this, businesses such as Tone are facing serious threats to their sustainability. Thus, first, how can the Omer sisters sustain their business and strategize to maintain customers in their market segment? Second, what could they do to improve the market position of Tone in the UAE fitness market?
Complexity academic level
This case study is suitable for advanced level of diploma certificate in marketing or undergraduate student of marketing field.
Supplementary materials
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Subject code
CSS 8: Marketing
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Keywords
Sameera Mohamed Al Zaidi, Shilpa Iyanna, Fauzia Jabeen and Khalid Mehmood
This paper aims to investigate the impact of situational factors and internal psychological states on employees’ decisions to perform voluntary pro-environmental behavior. This…
Abstract
Purpose
This paper aims to investigate the impact of situational factors and internal psychological states on employees’ decisions to perform voluntary pro-environmental behavior. This study used a model combining the theory of planned behavior, norm activation model and comprehensive action determination model. This stud also explored the moderating role of habit (HAB) on the relationship between intention and actual voluntary pro-environmental behavior.
Design/methodology/approach
Data were collected through three waves of time-lagged survey questionnaires from 519 employees of public organizations in Abu Dhabi, United Arab Emirates.
Findings
Employees’ perceptions of corporate social responsibility (CSR) had a significant impact on intention to perform voluntary pro-environmental behavior, as did all other variables except perceived behavioral control. HABs related to pro-environmental behavior enhanced the relationship between intention and actual behavior.
Practical implications
The main factors influencing employees’ voluntary pro-environmental behavioral intentions were perceived CSR, personal moral norms, organizational citizenship behaviors toward the environment and attitude. Public organization planners, managers and practitioners can use these findings to improve their organization’s environmental performance, leveraging nonmandated actions.
Social implications
Employees can achieve a better work–life balance in organizations with flexible CSR policies and which sponsor social activities to improve public well-being and individuals’ life quality. Positive sense-making of corporate social activity helps employees develop social interactions with stakeholders, increasing their involvement in society and decreasing work stress.
Originality/value
This study sheds light on the factors influencing employees’ voluntary pro-environmental behavior. To the best of the authors’ knowledge, this is the first study of its kind to combine these three models to explain the variables affecting intent to perform voluntary pro-environmental behavior in the workplace.
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Sameera Mohamed Alzaidi and Shilpa Iyanna
The purpose of this paper is to develop a conceptual model based on an integrative approach to better understand voluntary pro-environmental behavior of employees.
Abstract
Purpose
The purpose of this paper is to develop a conceptual model based on an integrative approach to better understand voluntary pro-environmental behavior of employees.
Design/methodology/approach
The paper reviews theoretical approaches and uses an integrative perspective to develop a model to try to understand voluntary pro-environmental behavior in the workplace.
Findings
The authors developed a conceptual model of voluntary pro-environmental behavior of employees with four main variables: attitude, perceived behavioral control, personal norms and perceived corporate social responsibility. The authors also suggest that habit may have a moderating effect, which has been neglected in previous studies.
Practical implications
Recognition of the importance of voluntary pro-environmental behavior of employees could enable organizations to develop more strategies and polices that strengthen their formal corporate social responsibility programs.
Social implications
Business owners and decision makers who are helping to promote voluntary behavior will contribute to institutions’ environmental performance, saving natural resources and promoting pro-environmental practices.
Originality/value
The proposed model will offer future studies a holistic understanding of the factors that predict voluntary pro-environmental behavior of employees and the extent to which this behavior depends on organizational motivators.