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Actions and Insights: MENA East Meets West

Actions and Insights: MENA East Meets West.


Melodena S. Balakrishnan, University of Wollongong, Dubai
Ian Michael, Zayed University, Dubai
Immanuel A. Moonesar, University of Wollongong, Dubai


This is the official book series of the Middle East North Africa chapter of the Academy of International Business, a leading global association of scholars and specialists in the field of international business. Specialized volumes in the series celebrate the annual themed conference by bringing together exciting case studies, each with a detailed teaching note. The latest research in the series investigates corporate social responsibility; sustainability using Public-Private-Partnerships; funding start-up and growth; cross-cultural management; and marketing strategy.

The focus of this book is to shed light on the real business management problems that Middle East North Africa (MENA) based organizations face through teaching cases.

The last few years have seen the world grappling with many challenges from persistent recession, environmental challenges, political instability and resource constraint management issues. Slowly but steadily, the centre of business gravity is moving eastwards. Emerging economies are proving promising business markets with large populations with future purchasing power and sources of FDI. The youthful human capital provides potential opportunities for innovation and MENA is strategically placed at the hub between East and West.

The challenges and opportunities as two worlds collide - the developed west and the developing east, bring a rich variety of perspectives of innovative solutions to business dilemmas. The "Perspectives" section, has explorative thought pieces on trending topics. Cases include regional leaders at various stages of growth who are beginning to dominate global markets such as

  • Aramex PSJC, the only Arab company to be listed on the NASDAQ stock exchange
  • Americana Group (Kuwait Food Company), one of MENA's leading restaurant operations and manufacturing group of companies
  • Lammtara Pictures, the first Middle Eastern company to produce 3D animations.

And cases on international companies operating in MENA including

  • General Electric, ranked 6th in the Fortune 500 list
  • PepsiCo, the 2nd largest global food and beverage company
  • Impression et Enregistrement des Resultats, a leading supplier of printing terminals and IT Solutions for the air transportation industry
  • GEA Group Aktiengesellschaft, one of the largest system providers for food and energy processes.

The case contexts are varied: international business (cross-cultural, global value chain, standardization and adaptation); management strategy (culture, change, growth), marketing strategy (communication, packaging, service marketing, brand management), CSR & sustainability (like PPPs), and entrepreneurship (funding, growth cycles).

For more information on AIB-MENA visit





View the complete Table of Contents

Read Introduction to Part I

Perspectives: Corporate Community Engagement and Empowerment

by Melodena S. Balakrishnan, University of Wollongong, Dubai


"Professor Melodena Balakrishnan has written and edited a must-read analysis on the central and rapidly evolving opportunities for doing business in the Middle East. "East Meets West", commissioned by the non-profit Academy of International Business - Middle East North Africa Chapter, was written by some of the leading global thinkers on emerging growth markets. It is the most thorough, comprehensive and provocative collection of business case studies and study guides for the rise in entrepreneurship in the region and how companies manage growth; new opportunities for enterprises accessing enhanced research on the region and unique marketing sensitivities; and how to balance cross cultural currents in business-to-business expansion.

With painstaking research, it is the first detailed telling of the rise of the logistics juggernaut, Aramex, and how its economic success has been combined with path-breaking initiatives in culture building, innovation, corporate responsibility. How can GE best introduce the importance of breast cancer awareness and screening in Saudi Arabia? How should Kentucky Fried Chicken load balance the demands of consumers in Mecca? What unique packaging designs can impact sales of Pepsi country by country? Can a high-end food services group from Germany compete with low-cost competitors in region? Through these remarkable and fascinating stories, data and insight, Balakrishnan and her team answer the most central question of all: MENA is open for business in new and exciting ways, with incomparable market opportunities for those who understand it, and want to genuinely embrace being of the wonderful cultures and societies."

Christopher M. Schroeder, US-based internet entrepreneur and venture investor, author and regular writer for the Washington Post.

Book Information

ISBN Print: 9781781904138
ISSN: 2048-7576
Publication Date: 08 January 2013
Page count: 220
Dimensions: 174 x 246
Audience: Professional and Vocational

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