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Title: Analysis of strategic issues at A B2B case study in the middle east
Authors: Rao, A. 
Awan, M.A. 
Issue Date: 2009
Journal: Journal of the International Academy for Case Studies 
Abstract: Case Description: The main subject of this case is B2B e-commerce in the Middle East. Secondary issues examined are: strategic factors facing the company examined in the case study; the B2B business model; privacy and security issues of e-commerce; and new business strategies for B2B. This case has a difficulty level of four and is best utilized in a senior level Strategic Management/E-Marketing course. Depending upon the depth of analysis, the case can be taught in three to six hours and requires a preparation time of three to six hours. Case Synopsis: The introduction of Internet use and the resulting growth in e-commerce has changed the service industry in the 21st century. These factors have led to changes in online transactions and have introduced new, Internet-only services companies, forcing traditional service institutions to quickly develop and implement an e-commerce strategy. The current case analyzes strategic issues surrounding e-business at Bewari, a B2B company established in June 2000 that allows companies in the Arabian Gulf region to buy and sell goods and services online. Bewari is a hypothetical company. At the request of the real company's management, its name is kept confidential since Bewari did not want to disclose its operations to its competitors. This case study is chosen since the Arabian Gulf region is unique in terms of culture, tradition, business practices, human and organizational values compared to those in developed economies. Most of the economies in the region are oil-rich. Business development practices in one economy in a particular sector are rapidly imitated by businesses in the neighboring economies in the region. The economies in the region form a major trade bloc of major importance to neighboring European and Asian economies. Bewari has chosen to create and maintain the highest standard B2B customer service and trading facilities in the Middle East. The case shows that Bewari: , is an ideal partner for helping companies reach new markets in real time , is agile enough to respond to fast changing market opportunities 26 Journal of the International Academy for Case Studies, Volume 15, Number 4, 2009 , provides innovative online B2B services, enabling B2B firms to extend their reach and enhance their competitive standing, and integrates supply chain. Nevertheless, growing pains have ensued. From its inception, Bewari has given access to the resources and culture thought necessary to allow it to succeed. While Bewari was given the right resources and freedom to succeed, it was asked to do so within an organization incapable of producing the desired product. Bewari faces pressure from its stakeholders to improve performance and maximize synergies from recent alliances. In addition, decisions and options regarding Bewari must be taken into consideration as part of Bewari's overall strategy.
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