Media Trends In UAE: Analyzing The Contribution Of Media In Organizational Innovation And Creativity

Brief description overview of the research area and Significance of the proposed study

Social media has become the major contributor in innovation and technological innovation in industry. It cannot be denied that the success stories of social media have widely impacted on the fortune of the organizations. Media has become essential tool in daily life. By adding value of consumers’ life, it has driven the business growth in 21^st century (Ren, Eisingerich and Tsai 2015). In this situation, it has become necessary for the organizations to analyze the significant impact of media in case of bringing creativity and innovation. In the words of Hanelt et al. (2015), by bringing the important media tools in the workplace, rapid changes in marketing trend helped the company to sustain in the competitive market. New product development process can be done effectively by using the social media. In the words of Abdullah (2016), analyzing the social media trends in Golf countries, it has been identified that Middle East is remotely connected with the digital marketing. After the globalization, different digital marketing initiatives have been introduced in the industry. In most of the cases, online marketing trends has brought the digitized opportunities for the organizations to identify the potential customers. Therefore, it can be said that depending on the uses of social media, marketing communication is being smoother in every year.                                               

Innovation and creativity have become the fundamental requirement in the modern management system. In order to maintain the standard business performance, media has become necessary for fulfilling the aspirations of the customers. Traditional performance management techniques are being able to help the organizations for sustaining in the market. Therefore, it can be said that thee innovation has become necessary for sustaining in competitive business environment (Hanelt et al. 2015). It has been analyzed that with rapid growth in technology, media has become the major contributor in case of driving the business communication process in Dubai. In the words of Ren, Eisingerich and Tsai (2015), the government has also taken various initiatives for bringing the social changes in the case of analyzing the business practices in the workplace. The significance of this study is it will shed light on the significant impact of media trends in organizational innovation and creativity. It will be beneficial for the organizations for bringing the appropriate media initiatives so that innovation and creativity can be maintained.

The aim of this research is to analyze the contribution of media in case of bringing innovation and development in the workplace so that growth can be introduced in UAE industry.

Objectives

• To analyze the impact of changing media trends for bringing innovation and creativity in Dubai industrial growth
• To identify the emerging factors, which impact on driving the innovation and development process in UAE
• To provide measurable recommendations against the challenges, which are being faced by the organizations in case of implementing media strategies

Research question

1. What can be the impact of changing media trends for bringing innovation and creativity in Dubai industrial growth?
2. Which are the emerging factors, which impact on driving the innovation and development process in UAE?
3. What can be the measurable recommendations against the challenges that are being faced by the organizations in case of implementing media strategies?

 The innovation is about increasing profit margin as well as bringing business opportunities in the workplace. In case of securing market position, the management adopts strategies for bringing growth development through effective innovation strategies (Wagner, Vollmar and Wagner 2014). In order to sustain in the competitive business environment, it is very important for the organizations to adopt the innovation strategies in the workplace. Through innovation the latest changes can be adopted in the workplace. In order to overcoming the business risks, the innovation tactics are important. It is true that in order to overcoming the financial crisis, innovative entrepreneurship tactics are important. With this initiatives, the poverty reduction, job creation, economic growth and development can be brought in the industry. By continuing this it can be said that through innovation, dynamic products and services can be introduced in the workplace. On the other hand, it cannot be denied that innovation can help to gain opportunities from the changing market. By introducing innovative products in the market, living standard of the community can be increased. It is true that with innovation and development initiatives, employment rate as well as contribution of the community in business success can be increased.

Aim and objectives

In the words of Abdullah (2016), analyzing the social media trends in Golf countries, it has been identified that Middle East is remotely connected with the digital marketing. After the globalization, different digital marketing initiatives have been introduced in the industry. In most of the cases, online marketing trends have brought the digitized opportunities for the organizations to identify the potential customers (Levy and Lemeshow 2013). On the other hand, it is true that depending on the current opportunities in the UAE industry, diversity in the global marketing trends have brought the major challenges for the company. Google has become the major contributor in case of influencing search engine technique. Due to availability of organizational information on the internet, search engine optimization process has become popular among the customers for helping them to make their pre purchasing decisions. Not only the search engine optimization, but also the search engine marketing has become popular among the UAE people. During the 21^st century, visibility of marketing websites has been increased. On the other hand, it is true that personalized content has become popular in the Golf countries. If the marketing trend of 2018 can be properly followed, in that case it will be identified that the advanced marketing automation technique has impacted on the marketing communication and behavioral characteristics of the customers. It is true that after 2018, popularity of video content has been increased in the market (Mbrsg.ae 2018). In this case, the transparency between the employers and customers is being maintained. In most of the cases, the large numbers of customers are being convinced depending on video content introduced by the organizations (kloudkafe.com 2018). Live chat and chat bots have been introduced by the organizations for getting connected with the customers for 24 hrs. In this case, the service standard of the companies are being properly maintained. On the other hand, due to this media trend, the customer relationship has become smoother for the organizations (Ren, Eisingerich  and Tsai 2015). Therefore, it can be said that the media trend in Gulf countries have brought growth opportunities for the organizations.

Commerce marketing has become highly popular in UAE. It is true that due to technological opportunities in the market, mobile growth has brought various apps in the market, which has increased the accessibility of business. As stated by Ren, Eisingerich  and Tsai (2015), with the help of mobile devices, shoppers are constantly being able to get connected both mentally and physically with the business websites (Abdullah 2016). As a result, the information regarding discount offers and new product development, are easily being available for the customers. Through different marketing channels, it has become easier for the organizations to implementing the brand strategies in an effective manner. Due to increasing app opportunities in the market, the transaction process has become the easier for the customers through mobile (Reim, Parida and Örtqvist 2015).  By analyzing the sales revenue in UAE, it has been identified that large numbers of sales transactions are being done through mobile device. The combining data process, it becomes easier for the marketers to understand the taste of the customers. It has become easier for the marketers to identify target shoppers. Due to increasing the trend of mobile payment opportunities, different payment apps have been introduced in the market, which has helped to develop others businesses (Goel 2015). In the year 2018, the growth through mobile app payment has increased 20 to 24% which is quite impressive (kloudkafe.com 2018).

Relevant literature

In the words of Liu and Atuahene-Gima (2018), in order to bring the huge business opportunities in UAE, the UAE government has adopted national innovation strategy. The innovative job designing factors have been introduced in the market by the government so that the flexible working environment can be properly maintained. In case of encouraging the creative values of the employees, the cultural values are strongly being maintained by following the government policies. Openness and new ideas are being highly encouraged by the government in UAE (Hanelt et al. 2015). In case of maintaining the healthy organizational environment, the government has decided to introduce leadership and effective cultural environment in the workplace (Drucker, 2014). As its result, two areas of human perception such as cultural expectations and creative skills of the employees are being strongly maintained in the workplace.

Research design is the systematic method of organizing and designing the data and information from different resources (Novikov and Novikov 2013). In order to gather appropriate data regarding the research issue the researcher has to use appropriate philosophies, approaches and designs. Media as a means for innovation and development of UAE is the primary concern of this very specific study. It has been observed that social media has become the major contributor in innovation and technological innovation in industry. Media has become one of the most essential tools in daily life (van Wyk 2012).

However, research philosophy is the approach of evaluating data based on theoretical and philosophical approaches. Research philosophy is of three major types such as positivism, interpretivism and realism (Mary Converse 2012). Positivism philosophy helps the researcher in making in-depth and keen observation on the research issue. As per the opinion of numerous positivist philosophers, an individual can repeat observations. Interpretivism is the systematic approach of interpreting collected data in different point of views. Realism is the combination of two research philosophies that is interpretivism and positivism. After making keen observation collected data is interpreted from different perspectives (Coleman 2013). However, this very study will focus to select positivism research philosophy in order to observe the issue from different point of views.

Research approach enables to gather information from different theoretical approaches be it new or existing (Håkansson 2013). Deductive and inductive are two important ways of research approaches. Deductive research approach enables to analyze the identified research issue from existing theories already discussed in the literature review chapter. It has been however analyzed that rapid changes in marketing trend helped the organizations to sustain in the competitive market. New product development process can be done effectively by using the social media. Therefore, it can be said that depending on the uses of social media, marketing communication is being smoother in every year.  On the other hand, inductive research approach is able to evaluate data from new theories, which is even not analyzed in literature review. However, this very specific study will focus to select deductive approach for evaluating data from existing theories.

Research deign is constituted with three major types which include descriptive research design, exploratory research design and explanatory research design (van Wyk 2012). This study would like to choose descriptive research design for describing the collected data without interpreting its essence from different point of views. As a result, there is least opportunities of manipulating the research issue from various perspectives.                                                

Media trends in Golf countries

Research methodology is the systematic process of collecting and acquiring data of identified research issues from different valid and reliable resources. Data collection, data analysis and sampling techniques are one of the most significant parts of research methodologies.

Data collection:

Data collection helps in gathering information from different resources be it primary or secondary. Primary data collection enables the researcher in gathering data by conducting survey or interview (Tracy 2012). With the help of primary data collection method, an immediate response can be gathered from the participants. On the other hand, secondary source of data collection involves the researchers in gathering appropriate data from journals, magazines newspapers and so on.

In this study, secondary source of data collection technique will be used in order to critically evaluate the media as a means for innovation and development of UAE by analyzing the contribution of the Dubai media industry to achieve UAE vision.

Data analysis:

Data analysis is the systematic tools of evaluating the collected data from numerous resources. In this study, thematic analysis will be conducted for critically evaluating the identified research issue (Collis and Hussey 2013). By choosing three important themes on media as a developmental innovation the study would like to discuss on how innovation and creativity have become the fundamental requirement in the modern management system. In order to maintain the standard business performance, media has become necessary for fulfilling the aspirations of the customers.

Sampling techniques:

Sampling involves in gathering data and information from particular group of people amidst large number of population. Probability and non-probability are the two most important ways of collecting sample size (Collis and Hussey 2013). As probability selects samples randomly the study would like to choose non-probability sampling techniques with the help of which the research will involve those resources and sample sizes which are directly involved with the identified research issues.

In order to complete a research project, the researcher has to follow proper ethics and regulations. While conducting the entire research project the researcher may have to face immense challenges in communicating with those people who have language barrier. Therefore, the researcher intends to avoid in involving those respondents who have language barrier. However, this kind of cases can be considered under ethical dilemma (Wahyuni 2012). On the other hand, while collecting data the researcher should not indulge any invalid data resources. The researcher should focus on involving those information which have reliability and validity.    

While collecting data and information the researcher may have to face risk factors that should be minimized by implementing effective policies and regulations (Levy and Lemeshow 2013). When considering risks, the IRB considers only those risks associated with the research, i.e., physical, psychological, social, legal, emotional. Due to any kind of economic risks and physical injuries the researcher would have to make arranges of taking immediate action.

After evaluating the entire study, it can be assumed that the outcome will be positive the researcher would be able to complete the entire research paper successfully. It has been observed that innovation can help to gain opportunities from the changing market. By introducing innovative products in the market, living standard of the community can be increased. It is true that with innovation and development initiatives, employment rate as well as contribution of the community in business success can be increased. Therefore, it can be concluded that media plays one of the most significant roles in rendering innovation.

This very specific timescale will provide an estimated research plan based on which the entire project will be conducted successfully.

Table: Expected Time-schedule

(Source: As Created by the Author)

Reference list

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Abu Daabes, A., 2018. Islamic marketing paradoxes: a way to understand it again…. Journal of Islamic Marketing, (just-accepted), pp.00-00.

Coleman, R. (Ed.)., 2013. Deleuze and research methodologies. Edinburgh University Press.

Collis, J. and Hussey, R., 2013. Business research: A practical guide for undergraduate and postgraduate students. Macmillan International Higher Education.

Collis, J. and Hussey, R., 2013. Qualitative psychology: A practical guide to research methods. Sage.

Drucker, P., 2014. Innovation and entrepreneurship. Routledge.

Goel, A.K. ed., 2015. Product Innovation Through Knowledge Management and Social Media Strategies. IGI Global.

Hanelt, A., Piccinini, E., Gregory, R.W., Hildebrandt, B. and Kolbe, L.M., 2015, March. Digital Transformation of Primarily Physical Industries-Exploring the Impact of Digital Trends on Business Models of Automobile Manufacturers. In Wirtschaftsinformatik (pp. 1313-1327).

kloudkafe.com 2018. https://kloudkafe.com/2018/02/04/top-10-digital-marketing-trends-in-2018-uae-ksa-special/ [Accessed on 27^th Dec, 2018]

Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12

Levy, P.S. and Lemeshow, S., 2013. Sampling of populations: methods and applications. John Wiley & Sons.

Liu, W. and Atuahene-Gima, K., 2018. Enhancing product innovation performance in a dysfunctional competitive environment: The roles of competitive strategies and market-based assets. Industrial Marketing Management.

Mbrsg.ae 2018. Retrieved from: https://www.mbrsg.ae/getattachment/6a203e75-f24b-4917-a17c-db713b29b043/Creativity-and-Innovation-in-the-Dubai-Government [Accessed on 27^th Dec, 2018]

Novikov, A.M. and Novikov, D.A., 2013. Research methodology: From philosophy of science to research design. CRC Press.

Reim, W., Parida, V. and Örtqvist, D., 2015. Product–Service Systems (PSS) business models and tactics–a systematic literature review. Journal of Cleaner Production, 97, pp.61-75.

Ren, S., Eisingerich, A.B. and Tsai, H.T., 2015. How do marketing, research and development capabilities, and degree of internationalization synergistically affect the innovation performance of small and medium-sized enterprises (SMEs)? A panel data study of Chinese SMEs. International Business Review, 24(4), pp.642-651.

Tracy, S.J., 2012. The toxic and mythical combination of a deductive writing logic for inductive qualitative research. Departures in Critical Qualitative Research, 1(1), pp.109-141.

van Wyk, B. 2012. Research design and methods Part I. University of Western Cape.

Vij, A., 2017. Adoption of Social Media Marketing-An Overview of UAE Service Firms. International Journal of Business Administration and Management Research, 3(2), pp.23-28

Wagner, D., Vollmar, G. and Wagner, H.T., 2014. The impact of information technology on knowledge creation: An affordance approach to social media. Journal of Enterprise Information Management, 27(1), pp.31-44.

Wahyuni, D., 2012. The research design maze: Understanding paradigms, cases, methods and methodologies.

Zikmund, W.G., Babin, B.J., Carr, J.C. and Griffin, M., 2013. Business research methods. Cengage Learning.

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