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Tips & Toes: a total reward strategy fuels growth

A. Isakovic Adrienne (eSchool of Business and Management, Hamdan bin Mohammed eUniversity, Dubai United Arab Emirates)
Al Mansoori Fatima (Western Region, Abu Dhabi, United Arab Emirates)

Publication date: 17 October 2012


Subject area

Human resources (compensation, total rewards, employee engagement, training and development), strategy.

Study level/applicability

Undergraduate HRM majors and postgraduate business and management.

Case overview

This case highlights the strong growth and expansion of a former small to medium-sized enterprise (SME) in the United Arab Emirates, Tips & Toes. The company is a leader in the beauty and fitness service industry, and much of its growth and success is attributable to the leadership of its general manager and her implementation of a differentiation strategy, a market innovator in concepts, products and services, and a total rewards system for engaging and retaining employees. Tips & Toes is planning for continued, aggressive growth and expansion over the next five years. This case also highlights an underrepresented area of focus for case studies: women-led businesses, SMEs, and entrepreneurship and innovation.

Expected learning outcomes

The main focus of this case is for students to examine the beneftts of using a total rewards strategy to engage and retain employees, and more importantly to see the links between such a strategy and business and revenue growth. This is particularly a salient learning point for students in emerging markets, where more traditional types of compensation and views of the employment contract tend to prevail. In addition, this case could be used as a supplementary learning experience regarding strategy and strategic focus of an organization (i.e. the Treacy and Wiersema model of product leadership, customer intimacy, or operational excellence as a strategic discipline for a firm). And finally, this case provides an example of a woman-led organization which grew out of SME status into a market leader; this example provides students with insight into workable entrepreneur opportunities to which they might not see a direct linkage when reading case studies of large multinational organizations or conglomerates.

Supplementary materials

Teaching notes are available; please consult your librarian for access.



The authors are very grateful to Ms Tina Ghafurian, General Manager of Tips & Toes, for her enthusiasm in this project and for providing such insight, time, and resources needed to write this case study.


Adrienne, A.I. and Fatima, A.M. (2012), "Tips & Toes: a total reward strategy fuels growth", , Vol. 2 No. 8.



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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