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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Martin Spraggon & Virginia Bodolica & Nabeela Ali, 2010. "The Awakening of the ‘Sleeping Partner’ at U-Brand," Asian Journal of Management Cases, , vol. 7(2), pages 157-175, September.
    • Handle: RePEc:sae:anjomc:v:7:y:2010:i:2:p:157-175
    DOI: 10.1177/097282011000700205
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