The Awakening of the ‘Sleeping Partner’ at U-Brand  

Oleh:

Spraggon, Martin ; Bodolica, Virginia ; Ali, Nabeela

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Asian Journal Of Management Cases vol. 07 no. 02 (Sep. 2010), page 157–175.
Topik: New venture; free zone; partnership agreement; small business; print and digital media; media industry; UAE
Fulltext: Asian Journal of Management Cases-2010-Spraggon-157-75_Ros.pdf (185.95KB)

Isi artikel

This case study relates the story of U-Brand, a new venture resulting from a partnership agreement between two old friends. The partnership operates in the media industry of the United Arab Emirates. It describes the internal and external dynamics surrounding the set-up, evolution and development of U-Brand activities for the period between 2006 and 2009. Although, since its very inception, U-Brand enjoyed a successful start, a series of events and managerial decisions has brought the company on the verge of collapse.

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