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

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

Authors: Martin Spraggon, Virginia Bodolica, Nabeela Ali

Journal: Asian Journal of Management Cases

HEC Recognition History
Category From To
Y 2024-10-01 2025-12-31
Y 2021-07-01 2022-06-30

Publisher: Lahore University of Management Sciences (LUMS), Lahore

Country: Pakistan

Year: 2010

Volume: 7

Issue: 2

Language: English

DOI: 10.1177/097282011000700205

Categories
Consumer Goods (16) Market Entry (7) Organizational Development (96) Business Strategy (576) Partnerships (8)

Abstract

This case study relates the story of U-Brand, a new venture resulting from a partnership\nagreement between two old friends. The partnership operates in the media industry\nof the United Arab Emirates. It describes the internal and external dynamics ...

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