According to, Dubai has claimed the number 1 spot for quality of living
across the Middle East and Africa region, according to Mercer’s 2017 Quality of
Living Survey. The wide diversity of expatriate culture is brought from their
countries to intertwine the cultural understandings and enhance the cultural
norms with a range of influences that has contributed to Dubai’s rapid
modernization. Although Dubai attempts to appeal to modern Muslim heritage in
all aspects, it does aim to attract individuals from
Europe to contribute to its modernity and extends the extent of cultural
miscellany. As a result, Dubai has successfully achieved rapid economic growth
through employment means which emphasizes upon Dubai’s multicultural-friendly
agenda. Dubai, in its own way, is turning into a multicultural city where
people of all different nationalities are able to find something familiar. This
developing cosmopolitanism provides a certain comfort level that makes for a
contented expatriate business community while at the same time respecting the
Emirati culture. The population is comprised mainly of expatriates from Asia,
Europe and the Americas, with less than half of the total population being
local Arabs. The first comprehensive demographic report was compiled in the
mid-1990s by NFO Worldgroup, the largest custom marketing research company in
the Middle East, and Edwards Economic Research, a UK demographer. According to
HSBC’s Expat survey 2015, it has been concluded that “Despite the
volatility in the global economy and insecurity in job markets, the UAE’s
diverse business landscape and its position as a hub in the Middle East means
that it continues to be an attractive destination for expats from across the

                In Dubai, there are
numerous international businesses, many of which have been long established,
and several more that are relocating their regional offices. Because of its
central location, relatively liberal lifestyle, and its favorable investment
and economic opportunities, companies continue to organize business in Dubai.
Dubai is increasingly becoming a global centre of business because of the
lifestyle it affords its residents and the willingness of its leaders and
citizens to cater to a diverse clientele. There are considerably fewer rules
and regulations in Dubai than in neighboring countries. Dubai also attracts
foreign investors and corporations because of the considerable economic
opportunities offered to businesses there. The vision of Vice President of UAE
and Prime Minister and Ruler of Dubai Sheikh Mohammed bin Rashid al Maktoum, is
to create an open society where international businesses are invited to
actively participate in building a better infrastructure and improving business

                Several important
international organizations have also chosen Dubai as the host city for their
annual meetings, including the World Bank and the International Monetary Fund.
According to the Principal of a multinational company known as Mercer stated “A
city’s infrastructure, or rather the lack thereof, can considerably affect the
quality of living that expatriates and their families experience on a daily
basis. Access to a variety of transport options, being connected locally and
internationally, and access to electricity and drinkable water are among the
essential needs of expatriates arriving in a new location on assignment. A
well-developed infrastructure can also be a key competitive advantage for
cities and municipalities trying to attract multinational companies, talent,
and foreign investments.”

Before a company makes a decision on whether to advertise in a given
region and on the type of approach it should take, it conducts a considerable
amount of market research. Cultural differences, a lack of accumulated data,
and social impediments are challenges that businesses and advertising agencies
must overcome.

                In today’s world,
multinational corporations produce what can be called “global
advertisements.” These are ads that target a very eclectic group of people of
different ethnicities, from different parts of the world. Such advertisements
need to be localized to specific countries and cultures. For an ad to be
localized, the slogan and the visual appeal of the ad are often changed. For
example, in Dubai objects in an ad will be arranged from right to left rather
than left to right, since this is consistent with the direction of Arabic
script. Furthermore, advertisers must pay attention to translation issues. For
example, phrases or slogans that sound witty and memorable in English may not
work in Arabic. Therefore, agencies that work on localizing ads must create
slogans in the local language that carry the same meaning as the original. In
Dubai, agencies use focus groups consisting of Asians and Arabs to help
localize global advertisements. The agency will show a focus group an ad, and
members of the group are asked to respond with their thoughts and reactions, as
well as likes and dislikes. The agency also hires marketing designers who,
based on the comments of the focus group, make changes to the advertisement.
After changes are made, the focus group members are again asked for their
thoughts. This process continues until the advertisement provokes a strong
positive response from both the Asian and the Arab participants. It is
difficult to target one specific segment of the population within the UAE
because of the many different ethnicities who live there, and their limited
access to radio and TV.

                Considering the
abundance of plans that the government has embarked on to advance Dubai’s
modernization and development, it will be a long time before a plateau is reached.
Dubai has managed to sustain its traditional Islamic and Arab culture while
continuing to experience modern economic and technological development.
Multinational corporations play an important role in facilitating this economic
growth. In order to be successful in this region, these companies quickly
realized that they would have to find a model that is both internationally
competitive and respectful of local culture and traditions. In essence, these
companies are localizing globalization. Many of the multinational companies
employ unique marketing and advertising strategies in order to accommodate and
appeal to the diverse population of the UAE. Consequently, the majority of the
citizens and the government of Dubai welcome the presence of these companies. Expatriates,
Multinational Companies and Locals are what make Dubai a “global
city” and continuously engage in doing so to sustain its modernity.

Written by

I'm Colleen!

Would you like to get a custom essay? How about receiving a customized one?

Check it out