SMEs in the UAE’s Creative Industries: Female Employees and Lax Marketing Efforts

  •  Yaser Hadi    


Small and medium-sized companies (SMEs) are often at the forefront of technological innovations, and the target of M&As for this reason. Most businesses are SMEs, as there are comparatively fewer large corporations. The marketing efforts at SMEs in creative industries differ from those of other firms, with efforts often involving customers in the process more frequently than in other types of businesses. In the United Arab Emirates (UAE), there is a thriving creative business community, especially in Dubai, the country’s largest city. A survey of three SMEs in creative industries in Dubai provides a glimpse of the business culture, struggles, and opportunities encountered by creative workers. These firms do not place much importance on marketing, which is surprising. This may be related to women’s’ low representation in these companies’ workforces, which are low even by UAE standards, though not as low as may commonly be believed.

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