Summary
This case tells the story of Azza Al Qubaisi, a female Emirati role-model entrepreneur - how she successfully developed a novel business idea, established a business, and created a new market for jewellery design "Made in UAE".
Teaching objectives
• Personal motivation as an enabler of entrepreneurial success
• Successful business ideas emerging from creative combinations
• Skills and behaviours that enhance innovation
• Building an innovative environment via the right physical location and social positioning
• Strategies for new market creation
• Strategies for crafting a social identity as an entrepreneur
Keywords
- ADEC
- Entrepreneurship
- Innovation
- Creativity
- New market creation
- Social identity crafting
- Middle East
- United Arab Emirates
- Emerging market
- Q41213
