Benchmarking is acknowledged as being a core component of the marketing performance improvement, and its main purpose is that of assessing an organization’s strategy, products, and processes, and comparing them with those of the world’s best-in-class organizations. Benchmarking can bring several benefits to the organization, including cultural change, improved performance, better trained employees, as well as more efficient and effective marketing activities.
Marketing has significantly changed during the last years, due to the evolution of the World Wide Web. Nowadays, it is much easier to reach the desired audience, at the right time. When thinking about the means of mass communication, such as newspapers, radio broadcasting and television, which have been present in our lives for many years now, there come some very relevant marketing-related questions: who is a company actually targeting through its mass communication campaigns? How can it know if the targeted consumers have seen the message or have payed attention to it? And, most importantly, how can a company measure the impact of its mass advertising campaigns?
The Abu Dhabi Sustainability Group (ADSG) was established in 2008 and is a membership-based organization, dedicated to encouraging “co-responsibility in Abu Dhabi to ensure that government entities, business and not for profit organizations are all partners in working towards achieving the goal of economic, environmental and social sustainability,” as they explain in the “From reporting to action” strategy report.
Change, in all of its forms, is certainly an inherent feature of societal development. As well adapted as we might be to our surrounding environment and habits this is, nonetheless, a temporary situation that is either in the course of changing, or is about to change. Understanding and predicting change is as important as handling it and controlling its outcomes. Predictive analysis in times of crisis becomes the lifeboat that will safely carry its passengers ashore.
Over the past 20 years, Dubai has experienced an incredible growth which transformed the city into one of the world’s most important economic centers. The Dubai Strategic Plan 2015, launched in 2007, set the premises of a sustainable growth with a long-term strategy.
Dubai’s 5 priorities at that time were economic development, social development, security, justice and safety, infrastructure, land and environment, and government excellence. As the plan was reaching its end, the Government started work at a new plan, the Dubai Strategic Plan 2021.
