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TPS – Sans Internal Marketing, Sans External Marketing

Corporate Success Stories in the UAE: The Key Drivers Behind Their Growth

ISBN: 978-1-80043-579-7, eISBN: 978-1-80043-578-0

Publication date: 11 March 2021


Growing e-commerce and technology-led initiatives are the catalysts for digitization in the financial industry. Green (2020) states that there has been an increase in global funding in this sector from $111 billion in 2018 up to $135 billion in 2020. This surge in digital payments requires a payment technology company that understands the market needs of developing countries, has an agile approach and strong organizational practices. TPS is an agile company that has aligned itself to capture the untapped markets in developing countries through its best practices, perseverance, and continuous innovation by identifying and filling market gaps. The company is highly customer-centric and people-oriented. This case study explores the key practices and drivers of success for this company by outlining the main features of organizational strategy, competitive advantage, external and internal marketing practices. Looking ahead, the case asks whether agile practices, organic mindset, highly flexible customer orientation, and talent building practices influence the productivity and proficiency of the company or not.



Danish, S. and Qureshi, D.M. (2021), "TPS – Sans Internal Marketing, Sans External Marketing", Vel, P. and Gomišček, B. (Ed.) Corporate Success Stories in the UAE: The Key Drivers Behind Their Growth, Emerald Publishing Limited, Leeds, pp. 163-178.



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