INSEAD the business school for the world

Selected Case

published: 26 Aug 2013

  • Topic: Entrepreneurship
  • Industry: Jewellery design
  • Region: Middle-East

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".

Pedagogical 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

Adec, Entrepreneurship, Innovation, Creativity, New Market Creation, Social Identity Crafting, Middle East, United Arab Emirates, Emerging Market