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  • May 2017 (Revised November 2019)
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The Dubai International Film Festival

By: Rohit Deshpandé and Alpana Thapar
  • Format:Print
  • | Language:English
  • | Pages:16
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Abstract

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; 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

Citation

Deshpandé, Rohit, and Alpana Thapar. "The Dubai International Film Festival." Harvard Business School Case 517-110, May 2017. (Revised November 2019.)
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About The Author

Rohit Deshpande

Marketing
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Related Work

    • May 2019
    • Faculty Research

    The Dubai International Film Festival

    By: Rohit Deshpandé and Nathaniel Schwalb
    • May 2017 (Revised November 2019)
    • Faculty Research

    The Dubai International Film Festival

    By: Rohit Deshpandé and Alpana Thapar
Related Work
  • The Dubai International Film Festival By: Rohit Deshpandé and Nathaniel Schwalb
  • The Dubai International Film Festival By: Rohit Deshpandé and Alpana Thapar
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