Bouguessa Fashion Design LLC (BOUGUESSA), a luxury fashion brand known for its minimalist and high-quality designs, was exploring opportunities for growth in the Middle Eastern luxury market. Despite a relatively small team and a niche audience, BOUGUESSA had successfully leveraged organic marketing and word-of-mouth strategies to build a loyal following. The brand historically focused on women’s fashion but was now considering expansion into the .....more

Teaching note for product W47984.

<p style = "color:rgb(197,183,131);"><strong>AWARD WINNER - 2025 AUB-OSB Case Writing Competition </strong></p><br> Over two decades, Maha Al Sibai, an award-winning jewellery designer and founder of a boutique luxury brand, Maha Al Sibai Jewellery LLC, in Dubai, United Arab Emirates, has built a reputation for handcrafted, emotionally resonant pieces rooted in storytelling and artistry. However, in mid-2025, .....more

In late 2023, a TikTok video featuring Dubai’s FIX Dessert Chocolatier’s pistachio-filled bar went viral, amassing over 125 million views and transforming the artisanal product into a global sensation. Characterized by a rich mix of Middle Eastern flavours—pistachio cream, tahini, and kataifi—the bar captivated audiences through its taste, texture, and visual appeal. The phenomenon illustrated the power of TikTok in shaping consumer trends and driving .....more

Dubai FIX Dessert Chocolatier (Dubai FIX) was launched in 2021 as a side hustle for the founder, with the aim not only to offer a chocolate bar but also to create something unique. Initially, Dubai FIX intentionally kept distribution limited, making it a challenge for people to obtain the product. However, when a TikTok food influencer shared a video of her experience with Dubai FIX chocolate on social media in December 2023, the video quickly went .....more

In 2025, Laila, a senior manager at DuneStream Telecommunications (DST) in Qatar, faces a difficult career crossroads. She finds herself increasingly marginalized within an organization undergoing rapid and disorienting change. A recent merger has transformed DST from a relationship-driven telecom operator into a compliance-focused digital platform company. As the company’s structure shifts, norms of discretion and entrepreneurial pacing have been .....more

<p style="color: rgb(197, 183, 131);"><strong>Winner of the Best Case Award at the Third Case Conference organized by The Case Hub at the Suliman S. Olayan School of Business, American University of Beirut.</strong></p><br><br>Akrim is a digital platform that allowed customers to pay cashless tips directly to service workers using the QR code reader technology. Service workers from different industries, .....more

In response to the waste-management crisis in Lebanon, Nadeera Technologies Ltd. (Nadeera) was founded in Beirut, Lebanon, in 2020 as a social enterprise. Its co-founder wanted to ensure Nadeera’s business model would be financially sustainable and scalable across the region. Despite the firm’s success in capitalizing on opportunities in Lebanon and the United Arab Emirates (UAE), in late 2024, Nadeera's co-founder faced difficult decisions related .....more

Taco Bell Corporation first entered the United Arab Emirates (UAE) market in 2008, but due to strategic misalignments and fierce competition from established brands, Taco Bell withdrew in 2012. Since that exit, the UAE market experienced significant changes, notably a substantial increase in the expatriate population, which led to rapid growth in the consumption of Mexican cuisine. <br><br>In June 2024, considering its recent success in .....more

In March 2023, a seasoned hospitality consultant was preparing a presentation for a client in Dubai, United Arab Emirates for a luxury property in Saudi Arabia’s Sindalah Island. The consultant’s personal journey was deeply influenced by the Mumbai terrorist attacks of 2008 at The Taj Mahal Palace, Mumbai hotel, where she experienced the irreplaceable value of human empathy and service excellence in crisis. That transformative experience shaped her .....more