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The awakening of the 'sleeping partner' at U-Brand / Martin Spraggon, Virginia Bodolica & Nabeela Ali.

By: Contributor(s): Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9789351507673 (ebook) :
Subject(s): DDC classification:
  • 658.042 23
Online resources: This case study relates the story of U-Brand, a new venture resulting from a partnership agreement between two old friends. The partnership operates in the media industry of the United Arab Emirates. It describes the internal and external dynamics surrounding the set-up, evolution and development of U-Brand activities for the period between 2006 and 2009. Although, since its very inception, U-Brand enjoyed a successful start, a series of events and managerial decisions has brought the company on the verge of collapse.
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Originally Published in: Spraggon, M., Bodolica, V., & Ali, N. (2010). The Awakening of the 'Sleeping Partner' at U-Brand. Asian Journal of Management Cases, 7(2), 157-175. DOI: 10.1177/097282011000700205.

This case study relates the story of U-Brand, a new venture resulting from a partnership agreement between two old friends. The partnership operates in the media industry of the United Arab Emirates. It describes the internal and external dynamics surrounding the set-up, evolution and development of U-Brand activities for the period between 2006 and 2009. Although, since its very inception, U-Brand enjoyed a successful start, a series of events and managerial decisions has brought the company on the verge of collapse.

Description based on online resource; title from home page (viewed on May 4, 2016).

Licensed e-book