Reem Al-Shemari and the Abu Dhabi Brand: Generation Y Leadership in the UAE

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). It describes the development challenges faced by the emirate as it enters the global economy while seeking to define and protect its national and cultural identity. The work of crafting an identity for a nation is interwoven with the advent of a new generation of leadership. The case focuses on OBAD’s general manager and custodian of the Abu Dhabi brand, a young Emirati woman, Reem Al-Shemari, who exemplifies Generation Y leadership in the UAE.

The purpose of the case is to provide an introduction to a new generation of leaders, particularly the young women who must reconcile traditional values with their professional obligations. The context of the Middle East and the rapidly developing Gulf states allows for reflection on growth issues as well as individual and organisational life-cycle transitions in the face of globalisation and market shifts.