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Case study
Publication date: 23 November 2016

Syed Zamberi Ahmad and Norita Ahmad

The subject areas are strategic management, transportation management and business management.

Abstract

Subject area

The subject areas are strategic management, transportation management and business management.

Study level/applicability

This case is useful for undergraduate and postgraduate level students majoring in strategic management, transportation management and business management.

Case overview

Etihad Rail Company is planning to implement a mega infrastructure project in the United Arab Emirates (UAE). They have included freight rail system as part of the 2030 Abu Dhabi economic vision and the UAE national Charter 2021. The plan is to link the UAE’s main cities via the Gulf Cooperation Council (GCC) border. This ambitious project presents a formidable task for the Etihad Rail Company and the region, as there is no previous railway history of this kind. The project requires coordination of rail standards from East of Ghwefatet and the Northern Emirates cities and will ultimately be combined with the Western Saudi Arabia borders. The transportation system in the region will be improved greatly with the introduction of a cargo and passenger railway system in addition to the current road system and other means of transportation. The Etihad railway network is the first infrastructure project in the UAE, and it will bring economic, strategic, social and environmental changes to the country. This case aims to present an overview of the strategic management dimensions of the Etihad Rail and the processes involved. This case will analyze whether Etihad’s top management team should make a decision to focus only on freight rail or to include passenger transportation as well. Many questions will be addressed in this paper such as the following: What steps should Etihad take to start passenger rail? Will economical, strategic and environmental aspects affect it? And if so, how? The case will focus on the analysis of the different aspects of Etihad Rail by using strategic management tools as guidance for implementation and determining its success factors.

Expected learning outcomes

In this case, the students can learn and understand the purpose of commencing cargo rail projects in the region; discuss the mechanisms which help in promoting sustainability and the business growth of Etihad Rail; and identify the challenges and issues freight rail may face in terms of legal, economic and environmental aspects and identify and alternative solutions.

Supplementary material

Teaching notes are available upon request.

Subject code

CSS 11: Strategy.

Details

Emerald Emerging Markets Case Studies, vol. 6 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study
Publication date: 23 June 2017

Syed Zamberi Ahmad and Norita Binti Ahmad

Strategic management, Strategic marketing, Entrepreneurship and Small business ventures.

Abstract

Subject area

Strategic management, Strategic marketing, Entrepreneurship and Small business ventures.

Study level/applicability

This case study will be useful for undergraduate level students majoring in strategic management, entrepreneurship, small business ventures and marketing.

Case overview

Just Fresh Juice is a small entrepreneurial venture in the United Arab Emirates (UAE), specialising in preparing all-fresh juices, special mixes and fruit salads. The purpose of this paper is to analyse how Just Fresh can maintain its competitive advantage, and how it could sustain its rapid growth in the market and gain more market share in the long run. Just Fresh focuses on satisfying its customers more effectively than its competitors through a competitive strategy of cost leadership (Papulova and Papulova, 2006), direct interaction with the customers through social media (Srinivasan, 2014) and creating a customer experience (Porter, 2008), as delivering a good customer experience is often more effective in building a competitive advantage than optimising internal processes.

Expected learning outcomes

The purpose of this case is to enable management students to evaluate and analyse a small business established in the United Arab Emirates. Students will gain a comprehensive understanding of new business set-up and build proper business strategy. They will be able to perform the company’s competitive standing using Porter’s Five competitive forces and analyse its business strategies as well. They will be able to analyse the current status of the company using SWOT analysis and to design alternative strategies for the company using TOWS analysis. Furthermore, students will be able to build a cost analysis model for the company.

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.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 17 October 2018

Syed Zamberi Ahmad, Norita Ahmad and Avraam Papastathopoulos

This study aims to delve upon customer satisfaction and service quality within small- and medium-sized hotels (SMSHs) by using a modified SERVQUAL model.

Abstract

Purpose

This study aims to delve upon customer satisfaction and service quality within small- and medium-sized hotels (SMSHs) by using a modified SERVQUAL model.

Design/methodology/approach

Data for the study were collected from a sample of 253 guests of varying nationalities who stayed at SMSHs of one-to-three-star ratings in the UAE. Moreover, 15 face-to-face interviews were conducted. The influence of the five dimensions of the SERVQUAL model on visitors’ satisfaction was explored using structural equation modelling.

Findings

The results indicated that three out of the five dimensions of SERVQUAL, namely, tangible, responsiveness and assurance, have significant positive impact on visitors’ satisfaction of the SMSHs Industry. The remaining two dimensions of SERVQUAL, reliability and empathy, have no significant impact on visitors’ satisfaction.

Originality/value

This study provides a major contribution in that it offers the potential to examine a vastly under researched area of customer satisfaction and service quality of SMSHs in a developing country.

Details

Tourism Review, vol. 74 no. 3
Type: Research Article
ISSN: 1660-5373

Keywords

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Case study
Publication date: 28 August 2017

Syed Zamberi Ahmad, Frederick Robert Buchanan and Norita Ahmad

Entrepreneurship, venture creation and business management.

Abstract

Subject area

Entrepreneurship, venture creation and business management.

Study level/applicability

The case is suitable for analysis in an undergraduates program specializing in entrepreneurship, business and management. The case could also be discussed in an executive development program on business ventures/business strategy/business management.

Case overview

Since its inception in 1981, Abdul Rahim Al Fahim, CEO Paris Gallery decided that Paris Gallery would foray into French perfumes. At that time, he would have never thought that such a move would ever make him more than a shopkeeper. Now in 2016, Mr Abdul Rahim Al-Fahim has much to be pleased about the success that his organization Paris Gallery (Luxury stores in Dubai) has been able to achieve. He has been twice named as the Arab World’s most powerful retail sector entrepreneur. Certainly, it was his good fortune to be based in the great city, and his business venture has paralleled the exponential success of Dubai. As the concept of grand malls developed and flourished in UAE, Paris Gallery stores emerged and also prospered. Currently, Paris Gallery has 80 stores in the finest locations of the Middle East. This encourages family business owners in UAE to have ambitions for success and growth of their enterprises. This is especially true in a developing region that has rarely hosted such a high-end homegrown success story as Paris Gallery. The study of strategic positioning of Paris Gallery with a workforce of 4,000 employees and representing more than 550 international brands today shall help us in weighing the options of how businesses should proceed strategically.

Expected learning outcomes

The following insights could be elucidated by the case: familiarizing students with the business challenges in the retail industry in emerging markets such as the United Arab Emirates, and exploring future strategy options from the business growth perspective.

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.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 8 May 2018

Syed Zamberi Ahmad, Abdul Rahim Abu Bakar and Norita Ahmad

Through social media technologies, small and medium-sized enterprises (SMEs) can communicate information and respond to competitors with minimal cost. The ability to share…

Abstract

Purpose

Through social media technologies, small and medium-sized enterprises (SMEs) can communicate information and respond to competitors with minimal cost. The ability to share and access information can affect SMEs’ performance, but there is little research on the link between SMEs’ social media adoption and their performance. The purpose of this paper is to present a quantitative survey to explore factors that influenced social media adoption by SMEs in the United Arab Emirates (UAE), and its impact on performance.

Design/methodology/approach

The study used a multi-perspective framework combining technological, organizational and environmental elements affecting SMEs. Survey questionnaires were used to collect data from a random sample of SMEs operating in the UAE. Using partial least squares and structural equation modeling techniques, 144 responses were analyzed.

Findings

Social media adoption had no effect on SMEs’ performance. These findings could help managers and decision makers in the SME sector to try to keep pace with research on social media innovations, and enable them to benefit from social commerce as it becomes more ubiquitous.

Research limitations/implications

This has implications for social media experts and anyone wishing to encourage social media use by SMEs.

Originality/value

The study developed a suitable multi-perspective framework covering various factors that may affect social media use. It also tested the framework empirically on a sample of SMEs from the UAE.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 25 no. 1
Type: Research Article
ISSN: 1355-2554

Keywords

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Article
Publication date: 24 August 2020

Linzi J. Kemp, Norita Ahmad, Lucia Pappalardo and Alison Williams

The purpose of this study is to investigate career choices by female graduates from science, technology, engineering and mathematics (STEM) to determine factors that…

Abstract

Purpose

The purpose of this study is to investigate career choices by female graduates from science, technology, engineering and mathematics (STEM) to determine factors that influenced their entry, abandonment or persistence of STEM careers.

Design/methodology/approach

Life history narratives were collected from a sample group of employed citizens and expatriate women (all STEM graduates) in the United Arab Emirates (UAE). Content of interview transcripts was analyzed for emergent themes of influence on these participants career decisions.

Findings

Four significant themes of calling were found: gift of intellect, belief in a faith, shared community and meaning of work. A typology of calling was constructed to reflect these themes influences on the entry, abandonment or persistence of women in a STEM career.

Research limitations/implications

The results of this study were from a small sample of women in a particular country. The implication is to extend this study to a larger number of participants and to other countries to generalize the results.

Practical implications

Insight into career decisions of female STEM graduates impacts on employee recruitment and retention policies within those professions.

Originality/value

Research originality is evident, to the best of the authors’ knowledge, as this is the first study to explore the influence of calling for careers of STEM women working in the Middle East North Africa region.

Details

Gender in Management: An International Journal , vol. 36 no. 2
Type: Research Article
ISSN: 1754-2413

Keywords

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Article
Publication date: 3 April 2018

Abdelkader Daghfous, Omar Belkhodja and Norita Ahmad

The purpose of this paper is to advance information technology (IT) adoption research and practice by investigating the process of knowledge transfer (KT) undertaken by…

Abstract

Purpose

The purpose of this paper is to advance information technology (IT) adoption research and practice by investigating the process of knowledge transfer (KT) undertaken by suppliers of IT innovations. The authors expound the intricacies of formal and informal mechanisms of the KT initiative that aims at augmenting the absorptive capacity (ACAP) of potential IT adopters with the objective of increasing the likelihood of adoption of new IT products or services.

Design/methodology/approach

The authors draw on case studies of ten IT suppliers to build on the limited research on KT for customers in IT adoption. The authors focus on the for customer type of KT from the standpoint of the IT supplier firm.

Findings

The authors’ results show that complexity of the IT product or service increases the reliance on formal and systematic KT initiatives. This paper also shows that there is a required minimum threshold level of initial customers’ ACAP in order for the KT initiative to be worthwhile for the supplier, especially for those offering complex IT products and services. However, IT suppliers were found to limit their reliance on KT when they believed that customers that became too knowledgeable might threaten the innovation’s diffusion.

Research limitations/implications

Since the authors’ case firms represented innovation suppliers, future studies should investigate customer-supplier dyads to explore and integrate the customer’s perspective in the analysis of the KT process. To this end, longitudinal studies would also provide immense insights into the KT process and how it evolves over time.

Originality/value

The main contribution of this paper consists of illuminating the workings of KT initiatives aimed at existing and potential customers from the standpoint of the IT innovation supplier. By focusing on the for customers aspect of KT, this paper advances the authors’ understanding of why and how IT suppliers should resort to formal vs informal KT mechanisms. The authors’ proposed framework also integrates and shows the roles of customers’ ACAP, complexity of the IT innovation, and tacitness of the knowledge transferred to the customers.

Details

Information Technology & People, vol. 31 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

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Book part
Publication date: 10 December 2018

Krassimir Todorov and Yusaf H. Akbar

Etihad Rail Company is planning to implement a mega infrastructure project in the United Arab Emirates (UAE). They have included freight rail system as part of the 2030…

Abstract

Case synopsis

Etihad Rail Company is planning to implement a mega infrastructure project in the United Arab Emirates (UAE). They have included freight rail system as part of the 2030 Abu Dhabi economic vision and the UAE national Charter 2021. The plan is to link the UAE’s main cities via the Gulf Cooperation Council (GCC) border. This ambitious project presents a formidable task for the Etihad Rail Company and the region as there is no previous railway history of this kind. The project requires coordination of rail standards from East of Ghwefatet and the Northern Emirates cities and will ultimately be combined with the Western Saudi Arabia borders. The transportation system in the region will be improved greatly with the introduction of a cargo and passenger railway system in addition to the current road system and other means of transportation. The Etihad railway network is the first infrastructure project in the UAE and it will bring economic, strategic, social and environmental changes to the country. This case aims to present an overview of the strategic management dimensions of the Etihad Rail and the processes involved. This case will analyze whether Etihad’s top management team should make a decision to focus only on freight rail or to include passenger transportation as well. Many questions will be addressed in this paper such as the following: What steps should Etihad take in order to start passenger rail? Will economical, strategic and environmental aspects affect it? And if so, how? The case will focus on the analysis of the different aspects of Etihad Rail by using strategic management tools as guidance for implementation and determining its success factors.

Details

Strategic Management in Emerging Markets
Type: Book
ISBN: 978-1-78754-166-5

Keywords

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Article
Publication date: 8 August 2016

Syed Zamberi Ahmad, F. Robert Buchanan and Norita Ahmad

Motivations for study abroad in tourism and hospitality were examined as to the influence of a variety of personal criteria in the individual decision process of adult…

Abstract

Purpose

Motivations for study abroad in tourism and hospitality were examined as to the influence of a variety of personal criteria in the individual decision process of adult learners to select a host country and host institution of study. The paper aims to discuss this issue.

Design/methodology/approach

Push-pull factors (Mazzarol and Soutar, 2002) formed the basic framework of inquiry. Quantitative analysis was done through primary data collection using hard copy surveys. Qualitative inquiry involved interviews with open-ended questions.

Findings

Country attractions of the host location was the highest ranked decision criteria, followed by considerations of the educational institution.

Research limitations/implications

Prestige and reputation of the education provider is of high value. However, greater decision influence was seen in respondents’ selection of host country for the attributes of safe and pleasant living conditions, as well as on going career opportunities locally. Sampling was cross-sectional and limited to one industry and one country. Although these are natural control variables, generalizability may be limited, and requires further study.

Originality/value

Policymakers should be mindful of the match between the educational program and the site selection. Prestige of the school may not overcome a suboptimal location decision.

Details

International Journal of Educational Management, vol. 30 no. 6
Type: Research Article
ISSN: 0951-354X

Keywords

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Article
Publication date: 14 October 2013

Norita Ahmad, Noha Tarek Amer, Faten Qutaifan and Azza Alhilali

The purpose of this paper is to propose the use of technology adoption model UTAUT as an adoption model of IT governance frameworks, specifically Information Technology…

Abstract

Purpose

The purpose of this paper is to propose the use of technology adoption model UTAUT as an adoption model of IT governance frameworks, specifically Information Technology and Infrastructure Library (ITIL). The aim is to help the decision maker to better map ITIL processes with business performance, to make a better decision on what processes to implement, and how to implement them.

Design/methodology/approach

The paper uses a literature review detailing critical success factors of ITIL implementation. The proposed model was then implemented by applying it to a case study of a company in the United Arab Emirates where the ITIL implementation project failed.

Findings

The proposed model gives ITIL the flexibility to work for a wide variety of industries and businesses, but it also introduces many challenges. One of the most apparent challenges is to map ITIL processes to the real world. As a result to analyzing the case study in light of the adoption model, a road map to successful implementation of ITIL is proposed.

Research limitations/implications

This research is targeted more toward practitioners such as the IT experts; therefore further studies need be conducted to understand the views of the business in respect to the challenges and benefits of the ITIL implementation.

Originality/value

The paper proposed an adoption model for ITIL based on UTAUT which is evidently absent from the current literature. The research findings lead us to a proposal of a roadmap for ITIL implementing.

Details

Journal of Enterprise Information Management, vol. 26 no. 5
Type: Research Article
ISSN: 1741-0398

Keywords

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