Azza and her ARJMST brand: which way forward?
Publication date: 26 March 2018
Abstract
Subject area
Entrepreneurship and/or Strategic management/International Business Management.
Study level/applicability
This case is intended for teaching entrepreneurship/Strategic management/International Business Courses at the undergraduate level.
Case overview
This is a field-researched case about a budding Emirati female entrepreneur “Azza Al Qubaisi” who established the ARJMST Jewelry brand in Abu Dhabi, United Arab Emirates (UAE). The ARJMST brand, a UAE-based jewelry design and art pioneer company in the local art and craft is one of the most popular jewelry brands in the United Arab Emirates. Azza, the entrepreneur faces many challenges and hurdles if she is to successfully sustain her business in the long term. She is considering what her next step ought to be in light of the competition. Should she expand? If yes, where and how? This case will enable students to critically think about the various issues and reach a decision based on the facts provided. The case is based on primary and secondary data collection and has been tested in an International Business Management class at BBA level, with great success.
Expected learning outcomes
This case study illustrates the journey of an Emirati female entrepreneur who uses simple things in a creative way to build a business. The case will help the students to identify the start up motivation and evaluate the business strategy for further growth. This will also enable the students to critically think about the various factors and reach a decision based on the facts provided.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 3: Entrepreneurship.
Keywords
Acknowledgements
The authors wish to acknowledge the help provided by Azza Al Qubaisi, Founder-ARJMST brand. Her willingness to give her time so generously has been very much appreciated. The authors would also like to thank their student Ruaa Fadhl and The Office of Research and Sponsored Programs (ORSP), Abu Dhabi University for their support in writing this case.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Jabeen, F., Katsioloudes, M., Zamberi Bin Ahmad, S. and Behery, M. (2018), "Azza and her ARJMST brand: which way forward?", , Vol. 8 No. 1. https://doi.org/10.1108/EEMCS-10-2014-0249
Publisher
:Emerald Publishing Limited
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