When to make innovation tradition? Using support media: A case study from the UAE

ABSTRACT

Emerging countries are embracing a market based culture; locally, service provision by municipal and other government organisations is not well embedded into the consumer and business cultural mindset. These organisations are new to the service provision culture and as their range increases, so must their exposure and reach. In the United Arab Emirates (UAE) some agencies are utilising support media to gain brand awareness. This case study discusses support media’s use to gain competitive scope and segment reach. Media Link provides an alternative to traditional media in an effective way within the UAE market