The Emirate of Abu Dhabi has witnessed rapid development in recent decades. As its physical, economic and demographic landscapes evolve, the time has come to reflect on the challenges and opportunities ahead. This case illustrates the establishment and achievements of the Office of the Brand of Abu Dhabi (OBAD).

Very little has been written about women business leaders in the Middle East. Fatima Al Jaber is the Chief Operating Officer of a multibillion-dollar family owned company in Abu Dhabi. The case traces her personal history, highlights the challenges faced by family businesses in the region, and focuses on the distinctive strengths and leadership styles of Muslim businesswomen.