Tuesday, September 3, 2013

Azza Al Qubaisi: The Artist Entrepreneur

MEZIAS Stephen J., SCHLODERER Florian, SAINT LEGER Gillian
©2013 INSEAD Case Study

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