As the world embarked upon the Road to Rio (i.e., Rio de Janeiro), global attention to ‘saving the world from itself’, became renewed. In a bid to cut back the carbon footprints for which the Middle East is renowned, it is interesting to see that a member of the United Arab Emirates (UAE)...

Study level/applicability – This case is suitable for senior students taking marketing courses from marketing communications, marketing research and consumer behavior. Other students including postgraduate students on international business, strategic management and CSR courses may also...