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Case HBS Case Collection May 2017 (Revised November 2019) The Dubai International Film Festival |
This case follows the conception and emergence of the Dubai International Film Festival (DIFF). In an already crowded and highly competitive industry, Abdulhamid Juma was attempting to define and establish a unique brand positioning for DIFF. Committed to its vision, Juma led the introduction of various initiatives over the years and was able to effectively grow the festival’s profile amid emerging regional and well-established global players like the Cannes, Sundance, and Toronto film festivals. By the end of 2016, Juma found himself at a crossroads. Could he continue to follow the historical strategy, or was it time to consider a change in order to take it the next level? What would be the best strategy for ensuring DIFF’s survival for many years to come?
Keywords: brand positioning; underdog brand building; business models; competitive strategy; decision making; non-profit; managing multiple stakeholders; Film Entertainment; Brands and Branding; Business Model; Competitive Strategy; Decision Making; Growth and Development Strategy; Entertainment and Recreation Industry; Motion Pictures and Video Industry;
Deshpandé, Rohit, and Alpana Thapar. "The Dubai International Film Festival." Harvard Business School Case 517-110, May 2017. (Revised November 2019.)
