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Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Online from: 2011

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The Dubai tennis ball machine

Document Information:
Title:The Dubai tennis ball machine
Author(s):Zeenath Reza Khan (Full-time Instructor with the Department Faculty of Computer Science and Engineering, University of Wollongong in Dubai, Dubai, United Arab Emirates)
Citation:Zeenath Reza Khan, "The Dubai tennis ball machine", Emerald Emerald Emerging Markets Case Studies, (2011)
Keywords:Customer relations, Ethics, Information technology, United Arab Emirates
Article type:Case study
DOI:10.1108/20450621111110366 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.

Subject area – Ethics in IT, community informatics, management.

Study level/applicability – Undergraduate and postgraduate information technology and citizens' rights, strategic decision making.

Case overview – This case spotlights Athlete Sports in Dubai, United Arab Emirates (UAE). It focuses on the malfunction of the company's equipment that is rented from ABC Sports Equipment. Athlete Sports has been in the UAE over a decade and has positioned itself fairly at the top due to its qualified coaches and quality of facilities it provides. The case highlights the company's transition from owning equipment to leasing equipment that increases profits. However, it also sheds light on ABC Sports' venture into code reusability in order to upgrade equipments faster. The case looks closely at the ultimate consequences of ABC Sports' practice and the impact it has on Athlete's Sports' clients and the subsequent decisions the managers are expected to make.

Expected learning outcomes – This case can be used to teach strategic decision making, and ethics in information technology.

Supplementary materials – A teaching note is available on request.

Icon: Teaching notes.

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