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Gulfire: in line of fire

Rajagopal Shambavi (Ajman University of Science and Technology, Ajman, United Arab Emirates)
Sitalakshmi Ramanan (Higher Colleges of Technology, Dubai Women's College, Dubai, United Arab Emirates)

Publication date: 1 October 2011

Issue publication date: 1 October 2011


Subject area

Marketing Communication.

Study level/applicability

At the undergraduate level, this case can be used in marketing courses such as Marketing Fundamentals, Marketing Management, Marketing Communication and Consumer Behavior. This case may also be used for Master's level students for Quality when focusing on safety/security in offices and factories.

Case overview

This case is used to introduce the concept of B2B and B2C marketing and explore the possibilities of converting an industry that essentially uses B2B marketing communication to choose B2C options. This case is also important for creating awareness on safety and preventive measures in the face of a fire crisis.

Expected learning outcomes

Understanding the role of marketing communication. Differentiating between B2B and B2C markets. Exploring the application of B2C marketing communication in the fire suppression systems market in the Middle East.

Supplementary materials

Teaching notes.



This case has been prepared using information freely available from public sources. Gulfire is an imaginary company and has no similarity to any known company or entity in the UAE or elsewhere. The case is intended as a basis of class discussion and not as an illustration of good or bad practice.


Shambavi, R. and Ramanan, S. (2011), "Gulfire: in line of fire", , Vol. 1 No. 4.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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