The Awakening of the ‘Sleeping Partner’ at U-Brand

Martin Spraggon, Virginia Bodolica and Nabeela Ali
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Martin Spraggon: Associate Professor, American University of Sharjah, UAE
Virginia Bodolica: Associate Professor, American University of Sharjah, UAE
Nabeela Ali: MBA student, American University of Sharjah, UAE

Asian Journal of Management Cases, 2010, vol. 7, issue 2, 157-175

Abstract: 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.

Keywords: New venture; free zone; partnership agreement; small business; print and digital media; media industry; UAE (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:7:y:2010:i:2:p:157-175

DOI: 10.1177/097282011000700205

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