Emerald Emerging Markets Case Studies (EEMCS) is an online collection of peer-reviewed case studies focusing on business decision making and management development throughout key global emerging markets.
Cases are written by case writers working in or closely with developing economies, offering local perspectives with global appeal.
EEMCS was developed in 2011 in response to increasing demand from business educators and practitioners for quality-controlled teaching cases focusing on global emerging markets. The collection receives regular content updates throughout the year and all cases benefit from a supportive peer-review process to ensure the highest quality content.
Teaching cases are used in classroom situations to stimulate learning and add practical knowledge. To support this, every case is accompanied with complimentary teaching notes compiled by the author.
Emerald Emerging Markets Case Studies:
This case was written by Dr Melodena Stephens Balakrishnan and Dr Ian Michael. It is based on Abraaj Capital Ltd and is made available courtesy of the Academy of International Business MENA Chapter, of which Dr. Stephens is the founder.
Abraaj Capital is one of the world's largest private equity groups headquartered in Dubai and has $6.6 billion of funds and stakes.
The case illustrates a number of practical marketing issues: the marketing challenges of launching a budget airline: gaining high visibility and awareness with a relatively low share of voice; the relationship between an organization and its advertising agency; the requirement to maintain a consistent marketing strategy over time, but to adapt the execution as market dynamics impact the consumer.