...dubaiThe current issue and full text archive of this journal is available at www.emeraldinsight.com/1753-8335.htm JPMD 1,1 Dubai – a star in the east A case study in strategic destination branding Melodena Stephens Balakrishnan University of Wollongong in Dubai, Dubai, United Arab Emirates Abstract Purpose – Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the UAE in the Middle East has been chosen as a case study to explain some elements of successful destination branding. This paper aims to apply a framework developed by Balakrishnan to explain areas of caution when competing in an international market where success is also partially dependent on the macro-environment. Design/methodology/approach – The framework was developed by reviewing literature on destination, place, corporate, product portfolio and service branding. The framework was tested using case study methodology. Secondary research was primarily used to develop the case. Findings – There is a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change. Based on the analysis and review; a checklist for destination branding strategy was recommended. Research limitations/implications – Since, this study depends...
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...Financial Position 96 Consolidated Statement of Comprehensive Income 97 Consolidated Statement of Cash Flows 98 Consolidated Statement of Changes in Equity 99-153 Notes to and Forming Part of the Consolidated Financial Statements Annexes 156-164 Pattern of Shareholding 165 Notice of 17th Annual General Meeting 167 Form of Proxy 3 Pakistan Telecommunication Company Limited Vision & Mission Corporate Vision To be the leading ICT service provider in the region by achieving customers’ satisfaction and maximizing shareholders’ value. Mission To achieve our vision by having: • An organizational environment that fosters professionalism, motivation and quality. • An environment that is cost effective and quality conscious. • Services that are based on the most optimum technology. • “Quality” and “Time” conscious customer services. • Sustained growth in earnings and profitability. 4 Annual Report 2012 Core Values • • • • Professional Integrity Customer Satisfaction Teamwork Company Loyalty 5 Pakistan...
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