Strategic Methods for Edelman to Develop Communication and Relationship with Clients and Universities in UAE

This research study analyses the strategic communication methods of Edelman in UAE. It evaluates the approaches of Edelman to build relationships and effective communication with clients and local universities in UAE. The study aims to develop an understanding of perspectives of Edelman, critically examine the strategies to understand UAE market, and assess the position of Edelman globally in UAE entities. The suitable strategy for Edelman and same consultancy firm in UAE market is also discussed.

Running head: RESEARCH 0
INTERNATIONAL BUSINESS
AUGUST 6, 2018
STUDENT DETAILS:

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Research Question
The following research question will be discussed to attain the objects of research-
What are the strategic methods for Edelman to develop the communication and establish the
relationship with national clients and local universities?
Objectives of research-
Analysing the strategic communication methods of the United Arab Emirates is the main
significant objective of research study. The outcomes, which are aimed for attaining the
objectives of research study, are as follows
 Develop the understanding of perspectives of Edelman.
 Evaluate the approaches of Edelman to build relationship and effective
communication with clients and local universities in United Arab Emirates.
 Critically examine the strategies to understand United Arab Emirates market.
 The suitable strategy for Edelman and same consultancy firm in United Arab Emirates
market.
 Examine the methods of promotion of Edelman brand.
 Assess the position of Edelman globally United Arab Emirates entities.
 Analyze the limitations of international business in United Arab Emirates market.
Background of research study
Edelman, earlier known as Edelman Public Relations worldwide. It is considered among the
top public relations firms in the world. Edelman is the leading self-governing private
organisation. In present time, there is a requirement for the business to enhance the
communication at the local level and international level. Edelman is a company of public
relation. Edelman has fourteen offices in the various cities. The business of Edelman is

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allocated to various specific practices namely customer marketing, health services, financial
communications, public affairs, and technologies. The clients of Edelman include several
corporations such as Microsoft, Kraft, and Starbucks. The networking of Edelman helps to
come closer to the clients and customers. It reaches particular media objectives to complete
the requirements of the clients or customers. This vast networking of the company gives a
chance to involve the rights of the consumer, which are in the best interest of them. The
networking helps the customer to make a place in UAE market. It shares the information,
details and the knowledge in term of news on the television, news in the new paper,
magazines, and the websites. It is vary vast in the comparison of other companies.
From one of the studies made it is found that how Edelman establishes relationship with
clients and makes the communication strategies. The Edelman creates the many opportunities
to attract and involve the clients and customers towards the company. It creates the
influences on inclusive range of matters such as human rights. It helps in increasing the
awareness regarding the significant social issues. This vast range of the opportunities helps
the company to establish the position of the company in the United Arab Emirates market. It
creates the actually involving and interesting content for the stakeholders of the company and
the clients. Edelman has a key role in the environment and in helping the customer in respect
of production of work.
Abstract
For the better understanding of the main features of communication strategy in United Arab
Emirates, the research study focus on the soft power, agenda setting, and an identity
consolidation. In the United Arab Emirates, the Edelman centres the Middle East operations.
It astonishes the step of the investment and development pushes a matchless sense of the
entrepreneurialism, which has influence outside the region (Wagner, 2016).

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There are two wholly owned offices in Abu Dhabi and Dubai. With local independent
network, it makes the association across the Middle East and Africa. The Edelman gives the
standards at national level in the services of communication in the area. There is more than
fifty active and involved staff at the local market and as well as national network. It helps in
bringing the customers or clients (Spence, 2008).
Research limitations-
At the time of conducting the research study, there is a possibility for researcher to face many
issues, which can harmfully influence the study related to research and affect the outcomes
and consequences of research. As per this, the period, and information access, are significant
limitations, which can limit the subject of research to produce important, justifiable, and
reliable results. In procedure of research, few period to make research can adversely affect
the research regarding the collection of a proper data from various sources in respect of the
issue of research matter. In the addition of this, money constraint can influence the researcher
to conduct a proper research in the stream. The main reason is that funds are less. The
researcher cannot able to access the broad variety of the sources of data from various
geographical places. It helps in collecting the data of particular research data and the other
relevant details. It can restrict the consistency and genuineness of the research for the
participants of the company (William, 2018).
Structure of dissertation
For achieving the subject and matters research in proper manner, the framework of research
is to be considered as follows-
Introduction
The chapter of introduction is the first chapter of the research study. In this chapter of the
research study, the concept of limitations of research faced in conducting the research study

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has been discussed. This introductory chapter of research also contains the matter of research,
information of the background, aims, and objects of the research, questions regarding the
research, significance of research in respect of creating the healthy, and base of knowledge
related to the subject matter of research. Generally, detail of introductory chapter is proper for
scholar to conclude guidance of the research subject and discover problems and issues of
study in detail and prescribed manner.
Literature review
The next chapter of the research is a chapter of literature review. The literature review makes
focus on issue of research with the implementation of various theories related to the research.
From this chapter, the researcher is able to comprise the examination of present facts and
information regarding the research matter. It also helps to decide the amount to be discovered
until the date. The books, papers, and articles are examined. The books and articles create
theoretical knowledge about issue related to the research. The literature review also helps the
researcher to recognise the knowledge gap. It also makes the basis for accepting the process
of primary research (Schwartz-Shea and Yanow, 2013).
Research methodology
This chapter of research methodology allows researcher to discuss the various processes,
technologies, and implements to make the research study in the systematic manner and decent
ways. The research methodology states the different research values, beliefs, methods,
objects, designs of research study, data collection’ kinds, methods of sampling, and systems
of data scrutiny are examined. They are necessary in order to make sure the authority and
dependability of the consequences. In this chapter of research methodology, the procedures of
research are validated as per topic of research and aims, which is significant in getting the fair
outcomes and results (Scandura, 2016).

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Data analysis and findings
In the research study, this chapter of data analysis and findings is necessary to conduct an
effective study of collected data. This chapter of data analysis and findings gives the proper
platform for researcher to segregate the data collected before. It examines the data to analyse
data in respect of set objects. By analysing the data, the scholar may place and analyse the
data in prescribed and well-established manner by using the applicable method of analysis of
data. By following this, the researcher is capable to discover data in orderly manner in respect
to make genuine results (Sacks, 2015).
Conclusion and recommendation
In this last chapter of conclusion and recommendation of the research study, conclusions
about research are required to make. The researcher is able to give the conclusion regarding
the research study that is made on grounds of outcomes. This recommended chapter also
developed the connection between discoveries of research and aims for giving the proper and
stable decisions. Further, it proposes the recommendations in regarding the communication
strategies in UAE. At the last, this chapter of conclusion is also significant to determine the
realistic suggestions for controlling the future researchers for their studies related to research.
Literature review-
Introduction
The introductory chapter of research study makes able the researcher to make the
understanding in respect of issues related to study. The introductory chapter is the most
relevant and important chapter of the study related to research. The research study helps the
researcher to establish the practical understanding about the issues related to research in the
proper manner. The introductory chapter of research study also helps the researcher to make
the study of various secondary resources. The secondary resources compromise the books,

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journals and the articles. They include the books, journals and the articles in respect of the
execution of smart city in proper way. With the help of this chapter introduction of research,
the researcher also makes able to identify the matters that put influences on the problem of
urbanization. In the addition of this discussion, it also helps in analysing the best approaches
to develop the relationship between clients and United Arab Emirates (Robert, 2008).
Perspectives of Edelman-
The main mission of Edelman is to render the common relations counsel and the services
related to strategic communications, which make able the clients to establish the healthy,
solid, and positive relationships, and to affect the actions and conducts in a difficult
atmosphere around. Edelman carries the mission by assimilating expert’s knowledge of the
practices, knowledge of local market industries, various industries, methods of the proprietary
and the creativeness. The team of Edelman is dedicated to form healthy and long-term
relationships, which add value to the company’s clients and the other people. The clients of
Edelman are the best in their area who are taking changes and, require new and correct
solutions (Alessandro, 2017).
Approach of Edelman to build relationship and effective communication with clients and
local universities in United Arab Emirates –
Effective communication is on the priority for the Edelman. It is not consistent to establish
the communication with single client or single local university. It may affect negatively.
Edelman makes focus on the satisfaction of the clients and the projects of clients to establish
the best relationship with them. It is required to make the clients comfortable to ask anything.
Edelman adopts the policy of honesty with the clients (Rafferty, Jimmieson and Armenakis,
2013)

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Edelman carries many obligations effectively. It is significant to show the positive and real
face to the clients. The passion and eagerness are considered as smart behaviour traits which
persons enjoy being around. The clients also enjoy working with the company. The client and
company relationship is of professional nature. The personal relationships affect the
company’s image. Edelman makes focus on the professional relationship with clients.
Edelman acknowledges their clients as an individual (Picon, 2015).
It is a duty of company to share the all details, information, and knowledge related to the
project of clients to the client. It helps the company to attain the trust of their clients and
universities. For the better, solid, and long lasting relationships with the clients or customers
or the local universities, Edelman adopts the open policy. The company gives the true opinion
about the project to the clients, customers, or local universities so that clients must able to
have trust on the company. In this way, they rely on the experts without worry. In case of no
openness, it can damage the goodwill and reputation of the company. It may reduce the
chance of long lasting relationship with clients. In case of expression of true view and
opinion, the clients will respect and make wish for the perfection. It is a policy of Edelman to
decide the valuable things for the clients for the better understanding of them (Phillips and
Phillips, 2016).
Best strategies of Edelman to enter into the United Arab Emirates market-
There are some strategies to take entry into the United Arab Emirates market. The best
strategies are visit of country, significance of the relationships to find a best partner and the
use of agents (Ravitch and Carl, 2015). The strategies are as follows-
1. Agents or the distributors- searching the best and right local agent or best distributor
may prove the first step of success. The Edelman should have local agent or local
distributor or local sponsor to enter into the United Arab Emirates market.

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2. Competition in the market- the United Arab Emirates market is a regional trade hub
which supports the business activity in the foreign. The United Arab Emirates is a
market in which Edelman may expect to face solid and multi trading competition.
Many companies like Edelman rely on the techniques and beneficial opportunities to
fulfill the inexpensive international competition (Wilson, 2014).
3. Trade show- Dubai in the world is considered as local business hub. Dubai conducts
the trading exhibition at the international level. In the trading exhibitions, Edelman
may meet the clients came from the Africa, Middle East, East Asia and South Asia.
Abu Dhabi also conducts shows in great number (Flick, 2013)
4. Regional approach- the region is considered as world largest and fastest progressing
export markets for supplying the services and goods. The regional approach is
challenging approach. The regional market is the platform, where Edelman may
establish the god connection with the clients and local universities (Hart, 2009).
The suitable strategy for Edelman and same consultancy firm in United Arab Emirates
market-
Edelman sets the highest standards for providing new, complete, and fair services. According
to the international standards, Edelman provides the services to their clients through an
integrated system. It adopts the proactive strategies to get the best possible outcomes. It
focuses on the team spirit and the synergy. The team of Edelman acts with responsibility at
all the stages. It takes the required measures for the optimal performance. Edelman adopts the
following strategies to enter into UAE market and establish the connection with the clients-
Hosting conference and events at international level
In the addition of establishing the international hub, the United Arab Emirates hosts many
conferences and the events at the international level. It helps not only in making the United
Arab Emirates as a brand for the media, but it also gives the platform for the companies to

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show and express their own views and opinion in front of world. The main conferences
hosted by the United Arab Emirates are the Arab Media Forum, Abu Dhabi Media Summit,
Film Study’s International Conference, and the Audio-visual Conversion. In the addition of
the conferences and events at the international level, United Arab Emirates also hosts the film
festivals at international level, offer for main congress at international stage and the global
expo. The Edelman takes participation in the events, conferences, and global expo hosted in
the United Arab Emirates. The Participation of the Edelman in these corporate conferences
and events helps the company in developing the relationship with the clients or customer. It
makes easy to have better and effective communication between company and clients (Nestor
and Schutt, 2014).
The coverage of cultural events at national level
The United Arab Emirates hosts many conferences and the events at the international level.
The main reason behind the hosting conferences and the events at the international level is to
combine the national and cultural recognition. The cultural and national events in United
Arab Emirates have the whole exposure to provide the way in demography of the deviser.
The Edelman encourages the cultural awareness in a society by taking the participation in
events. In this way, the Edelman plays a motivating regulatory role with the help of foreign
policies, beliefs, morals, and standards (Marshall and Rossman, 2014).
Broadcasting platforms
A national conference on the recognition at the national level described on media to stand to
issue of securing the nationwide culture from overflow to attain that the United Arab
Emirates presenters are expected two things. First is that Edelman and other companies make
the national presence in the programs and second is that it puts national recognition contents
in these various programmes.

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Media agenda setting
The media agenda setting ability decreases as channels make focus on the activity is a matter
of the argument. The most important thing is to identify the more complicated processes in
where media agenda is set in United Arab Emirates. The major process is by the rules and
regulations. The next most creative process is a setting by theme. It highlights the area of
issues (Lipschultz, 2014).
Internationalization path to United Arab Emirates
In present time, the Internationalization of organisations becomes a significant part. The
practice of operations of foreign plays key role in the daily life. In the world, foreign trading
is rolling. As the consequences, the business world has globalised. The companies have two
ways. One is that the company may operate alone in their way and second is that the
company may co-operate with the other organisations. The mission of the company Edelman
is to establish the solid international relationship. Edelman supplies the good quality
products and excellent satisfactory services to the international clients. The economy is based
on the internationalization and exports. The company internationalizes and establishes the
international competitiveness in the United Arab Emirates markets. Edelman helps in
attracting the international clients or the customers in United Arab Emirates markets.
Edelman encourages the industrialisation path to United Arab Emirates (Hyman and Sierra,
2010).
Establishing international media hub
Edelman led the international affairs in United Arab Emirates market. Edelman helps the
clients to handle and resolve the international challenges. It helps in developing the
campaigns, which span relations with media, involvement of the stakeholders of company,
establishment of contents, digital, and crisis communication. Edelman is working with more
international organisations. It fulfils the requirements of the international clients quickly and

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in the effective way. It share all related information and knowledge to the international clients
to help them. In this way, Edelman helps in making United Arab Emirates as international
trading hub (Nikolaev, 2011).
Strategy of localization
Edelman has adopted the strategy of the localization. Edelman focuses on the international
clients as well as local clients and universities. This localization approach helps the company
to get the identification worldwide (Gratton and Jones, 2010).
Method of promotion of Edelman brand-
In the present time, for establishing the connection with the clients or other organisation, the
brands are required to have extremely innovative ideas, which come from strong, easy, and
convincing client’s perceptions. The programming of Edelman gives a new method to plan,
form, and communicate the brand, which advances and makes promotion of it. Edelman
makes focus on teamwork. The experts of consumer marketing, plan experts, strategy experts,
and analytical experts work together to promote the brand in UAE market. They work with
innovative talent to establish the ideas, campaigns, and the plans. The team of Edelman make
the conversations with the campaigns, which are common by the designing (Cottrell, 2018).
Further, the client experts of Edelman have knowledge about the insightful ideas and views.
They know the way to make and provide the new and creative concepts or ideas, which have
great profitable effects. Edelman creates the new team of experts having different skills to
establish the campaigns and apply the campaigns at the small scale and large scale. They also
manage the small to large-scale campaigns. They are able to understand how to understand,
how to listen and how to review the market with speed as per planned strategies. It will help
Edelman to build the strongest and long-term relationships with the clients (Anthony, 2013).

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Position of Edelman globally-
The Edelman makes its position in the United Arab Emirates market. The company expands
its business globally by providing the excellent services and the products of good quality.
Edelman works with the stakeholders of company to make connection with the variety of
audiences with the help of proper media relations, business-to-business communication,
business to client communication, management position, involvement of the workers and
economic communications. The company makes focus on the assessable results. Edelman is
great business problem solver. The company works with the international clients and local
clients to give security to the most significant assets namely image, the aggregate
examination of the past behaviour on the basis of past performance. With the help of
stakeholders of the company, Edelman supports the business mission. The company secures
the goodwill of the company. It works in the close partnership with the corporate customers
to make the involvement of the employees. Edelman promotes the cultural events,
conferences and the events in United Arab Emirates markets. It motivates the cultural
responsiveness. In this way, Edelman has its own global recognition (Leis, 2017).
Limitation on international business in United Arab Emirates market-
There are some limitations and challenges of the international business in the United Arab
Emirates market. The companies enter into the United Arab Emirates market with the help of
local distributor or agent. This is the big challenge to find the right local distributor or agent
to enter into the United Arab Emirates market. The procedure of finding the local distributor
and agent takes the lot of time, efforts, and the money. As per the law, rules, and regulations,
it is required by the international companies to operate the business in the United Arab
Emirates market by taking participation in local organisation or the commercial activities and

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by appointing the agent. Because of these limitations, it is difficult for the international
companies to enter into United Arab Emirates market (Disparate, 2016).
There are some important restrictions on the importation of the firearms. In the United Arab
Emirates, many organisations are located in the free zone. These companies in free zone are
totally exempted from the tariff on the imports and the exports. The companies in the free
zone do not want to leave the zone because of this exemption of tariff on the imports and
exports. This is a significant restriction (Dameri, 2015).
The Emirate has some local regulatory powers. It involves the trading activities. The trading
activities include issue of business license and the integration of corporate entities. The
interaction of the emirate law, free zone law of United Arab Emirates and the federal law
may be difficult and the confusing. For the better understanding of the emirate law, free zone
law of United Arab Emirates, and the federal law, it is required to get the advice and the
suggestion of capable and trained professionals and specialists. The advice or suggestion of
capable and skilful professionals and experts is required before embarking on any important
business undertaking. These limitations on the international business to enter into the United
Arab Emirates markets require to be solved in effective way (Edelman, 2009).
Research methodology-
Introduction
The chapter of research methodology proposes understanding about the approaches, means,
and systems in respect of conducting research study. The research methodology renders the
full details regarding the approaches, means, and technologies to make research study in
proper way. The research methodology is also efficient for the scholar to get the help in
respect of data collection and details from various members, contributors, and resources to
complete this project of research.

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Research philosophy
This chapter of philosophy develops the knowledge and information of the scholar in respect
of matter of research. In similar time, the range of proper research philosophy directs the
researcher to recognise manner of data collecting, examining, and utilise the procedure of
research. In similar time, the option of proper research philosophy directs the researcher to
recognise the procedures of information collecting, analysing, and use of procedure of
research. In according with the scope of research topic, the research philosophy is categorised
into 3 kinds. These are interpretivism philosophy, positivism philosophy, and realism
philosophy. The positivism philosophy means the accurate information on the basis of
explanations and capacities, which makes able researchers to disclose the facts based on
numerical data and detail. On the contradiction, realism philosophy is significantly depended
on the social views and truth that presents in the environment. In the similar time,
interpretivism philosophy motivates the researchers to establish understanding in detail
regarding the issue of research by gathering ideas and view of members.
For making project of research, the interpretivism philosophy is utilised. The reason is that by
interpretivism philosophy, researcher enabled to make the ideas and view of members. This
philosophy helped the researcher to mark realizable outcomes related to effective
communication strategies of the Edelman in the United Arab Emirates. On the contradiction,
the philosophy of the research is not linked to the positivism philosophy and realism
philosophy to resolve the research issue. Because of the reason it is not required to utilise
extremely framed methods namely theory building and showing and valuation of outcomes
on the basis of simplification (Claudel, 2016).
Research approach-
The research approach decides the design of the research. In a project of research, the choice
of the approach is necessary in respect to validate the chosen design and approaches of

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research. By using this approach, the researchers also enable to signify the data in proper
manner. The research approaches have two types. These two types are inductive research and
deductive research that make able researchers to clarify the utilisation of specific data
collection and examination of process for projects. It is important and necessary for
researchers to have knowledge in deep and submission about these procedures in research.
Deductive method is proper with positivism philosophy, whereas inductive method is proper
with interpretivist philosophy. It is founded in research study is that the deductive method
makes the hypothesis in respect of issue of research with the help of these theories. In this
respect, the researchers need to gather various types of data and knowledge to accept model
or reject model. However, the inductive method specifies the flexibility, as there is no need to
improve theories about matter of research (Capaldi and Crowther, 2012).
In respect of this research, inductive method is utilised for the deductive method. The reason
is that this method made able the researcher to achieve theoretical information on issue of
research. With the help of this approach, the researcher made able to increase the consistency
and authority of results of research. By using this approach, the researcher also made able to
collect the data and develop the proper result to confer the good policies adopted by the
company Edelman. Further, deductive method is not appropriate. The main reason is that the
researcher not developed any theory to give response in relation to question of research.
Research design
These research designs have three categories such as investigative, expressive, and
fundamental research designs.
Research strategy
The research study enables the researchers to investigate the research matters by giving the
answer of question of research. There are three categories of research study, which

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expressively help researchers to decide designing of a project of research. These research
designs involve exploratory research designs, descriptive research designs, and causal
research designs. Here, the exploratory research design shows the preliminary research,
where researchers get the issue of research with the help of developed theories. On the
contradiction, descriptive research design motivates researchers to attain details in deep in
respect of the research issue by defining the occurrences. In the similar time, causal research
highlights the relation of cause and effect between variables (Klenke, 2015).
As per the research, exploratory research designs and descriptive research designs are opted
by researcher. The reason to use exploratory research design is that the researcher made
available to collect data in detail related to the limits of international business to enter into the
United Arab Emirates markets and process of maintain the healthy and positive relationship
with the clients. On the contradiction, the utilisation of descriptive designing motivated in
understanding similar things regarding group of a person. The research designs helped the
researcher in assembling the observation and views of members to fulfil the objects and
response to research questions. In similar time, the casual research design is not utilised. The
reason is that there is no requirement to make cause-and-effect relationship between various
variables (Cohen, Manion and Morrison, 2013).
Data collection method-
The data collection means collection of data from various sources properly.
Data analysis method
The data analysis method is accepted to answer questionnaire for making research. After
collection of data and details, the main thing is to examine them, in respect of generating
effective and consistent results of issues of the research. In this respect, there are many
methods of data analysis, which researchers use namely the thematic study, numerical

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examination, informal examination, and disclosure examination to conduct the appropriate
and important examination of collected information. In respect of examining collected
information, method of numerical data analysis is used. Further, researcher enabled to show
the expressive data containing retreat, relationship, and cross arrangement and understand the
significance behind the answers of the contributors or members. Microsoft Excel and SPSS
software are used in this chapter of data analysis method. They are used to present the statics
in graph and form of tables to develop good understanding of answers and results of the best
communication strategies of Edelman to get global recognition in the United Arab Emirates
market (Babbie, 2016).
Conclusion
It is concluded that there should be effective strategies to establish the communication by
United Arab Emirates at national level. The Edelman should develop the strategies in the
effective manner for maintain the relationship between clients and the company. The
Edelman is a great networking company. It provides the Platform to attract the clients and
maintain the relationship with them. The United Arab Emirates hosts the cultural events,
national events, world expo, and conferences at the international level. The Edelman has the
global recognition because of its participation in the cultural events, national events, world
expo, and conferences at the great level. The company Edelman gives the better services and
delivers the best-needed products or goods to the international clients or the local clients. For
the global recognition of the company Edelman in the United Arab Emirates market, it should
have different communication strategies to make better communication with the clients and
institutes. In this way, there is good reputation and image of the company in the United Arab
Emirates market. The company has made the path of industrialization for the United Arab
Emirates market.

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