The 10 Most Successful CEO's in Middle East, 2023 (1).pdf

A
M
P
L
THE
INSPIRING THE BUSINESS WORLD
CI
Global Insights
How CEOs Can Foster a
Culture of Entrepreneurship
and Start-up Success
Pg.No: 22
Wasfi
Kaso
The FMCG Adept Bolstering
Provincial Notable Brands
The
10Most
Successful
in
MIDDLE
East,2023
s
Wasﬁ Kaso
CEO
Insights In-depth
Inves ga ng the
Interna onal
Expansion Strategies
and Global Market
Penetra on Tac cs
Pg.No: 30
MAY | ISSUE : 03 | 2023

The
10Most
Successful
in
MIDDLE
East,2023

Editor’s
Note
he business landscape in the Middle East is
Twitnessing a remarkable shift, with visionary
CEOs leading the way toward transformative
change. These trailblazing leaders are not only driving
economic growth but also shaping the region's future by
fostering innovation, embracing diversity, and spearheading
sustainable development.
CEOs across various industries are redefining traditional
business models, challenging the status quo, and
positioning the Middle East as a global hub for innovation
and entrepreneurship. With their bold strategies and
forward-thinking mindset, these leaders are propelling the
region to new heights of success.
One key area where these leaders are making a significant
impact is technology. They recognize the immense potential
of digital transformation and are harnessing its power to
drive efficiency, enhance customer experiences, and
accelerate growth. By leveraging emerging technologies
like artificial intelligence, blockchain, and data analytics,
these leaders are revolutionizing sectors ranging from
finance and healthcare to e-commerce and logistics.
C-suite
Trailblazing
the Middle East

The CIO World brings forth a platform to showcase the
CEOs through the latest edition – The 10 Most Successful
CEOs in Middle East, 2023; who are catalysts of change,
leading the region toward a future characterized by
innovation, diversity, and sustainability. Their vision,
leadership, and ability to adapt to a rapidly evolving world
are shaping the Middle East as a vibrant hub of economic
growth and opportunity. As they continue to navigate
challenges and seize new opportunities, these CEOs inspire
us all to reach new heights and contribute to the
transformation of the Middle East.
-Prh D. Bombarde
CIO

C
O
N
T
E
N
TS
Wasfi
KasoThe FMCG Adept Bolstering

Article
16
32
Nora
Bouchaibi
From Passion to Success,
Mastering the Art of Entrepreneurship
Raj
Bhatt
Connecting the
World of Hospitality
24
Houda
NajiFrom Humble
Beginnings to CEO
Global Insights
How CEOs Can Foster a
Culture of Entrepreneurship
and Start-up Success
Insights In-depth
Inves ga ng the
Interna onal Expansion Strategies
and Global Market Penetra on Tac cs
28
20

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RNI No.: MAHENG/2018/75953
ISSUE 03 | MAY | 2023
Renuka Kulkarni

S
Dubai Islamic Bank
dib.ae
Adnan Chilwan
Group Chief Execu ve Officer
Dr. Adnan Chilwan is a
leading authority in the
field of Islamic Banking &
Finance and a driver of
change and innova on in
this segment, which is fast
becoming a global
phenomenon.
First Abu Dhabi Bank (FAB)
bankfab.com
Fahad Aljuwaidi
Country CEO
Fahad is a leading CEO
with diverse speciali es in
banking, strategy,
consul ng, insurance,
finance modeling, logical
decision making and
change management.
Diom Al-Riyadah
diom.sa
Hasan Alsuhaimi
Founder & CEO
Hasan has an outstanding
track record of delivering
strategic projects and I
bring technical skills and
commercial acumen to
both start-ups and leading
global corporates.
Younoh Media
younoh.com
Houda Naji
CEO
Houda is a senior execu ve
who's taking the digital
industry by storm! With her
exper se in developing and
implemen ng strategies that
op mize customer journeys
and build meaningful brand
experiences, Houda is a force
to be reckoned with.
Abu Dhabi Na onal
Insurance Company
adnic.ae
Ahmad Idris
CEO
Ahmad is the leader in
Abu Dhabi Na onal
Insurance Company,
composite insurance
company, securing safety
since 1972 while securing
future.
Featuring
Company
Brief
Featuring
Company
Brief
Featuring
Company
Brief
ROSHN
roshn.sa
David Grover
Group Chief Execu ve Officer
As the Group CEO of ROSHN,
David is responsible for
delivering the organisa on’s
impressive vision to become
the most trusted community
developer in Saudi Arabia,
responsible for crea ng best-
in class, aspira onal
communi es across the
Kingdom.
Al Ahli Bank of Kuwait
- Egypt
Khaled Salawy
CEO & Managing Director
Khaled leads as a CEO
while striving to
consistently provide
experiences that simplify
and enrich people lives.
Nora Dance Group and Nora
Dance Entertainments Agency
noradancegroup.com
Nora Bouchaibi
Founder and CEO
Nora is founder of NDE Luxury
Events & Entertainments
Agency - Nora Dance
EntertainmentsEvents,
agency is behind the biggest
corporate events & dance art
performances ever organized
in the Middle East.
Hozpitality
Hozpitality.com
Raj Bha
Founder & CEO
Raj is an experienced Hotelier
with a demonstrated history
of working in the hospitality
industry. Strong professional,
skilled in Marke ng, PR,
Market Research,
Nego a on, Business
Planning, Opera ons
Management, HR Consul ng,
and Coaching.
Emirates Food Industries
emiratesfoodindustries.ae
Wasfi Kaso
CEO
Wasfi is a CEO and
successfully led Emirates
Food Industries - a leading
holding companies
opera ng in the Food,
Dairy, and Agriculture
Industries the UAE.

C O V E R
S T O R Y
Wasﬁ Kaso
CEO

FOR THOSE STRIVING TO
BECOME SUCCESSFUL
ENTREPRENEURS, HIS
GUIDANCE IS TO MAINTAIN
UNWAVERING RESILIENCE.
EVERY CHALLENGE CAN BE
OVERCOME BY EXTRACTING
VIABLE SOLUTIONS, AND
ULTIMATELY, SUCCESS IS
DETERMINED BY THE
NUMBER OF SOLUTIONS
YOU ARE ABLE TO
SHOWCASE THROUGHOUT
YOUR CAREER.
Wasfi
KasoThe FMCG Adept Bolstering
The 10 Most Successful CEOs in Middle East, 2023

In today’s expeditious corporate environment, attaining
opulence and leading the market demand more than
mere effort and loyalty. It entails originality, tactical
plotting, and a dedication to superiority.
Over the years, numerous pioneers have emerged successful
by executing these values and pushing themselves to
unprecedented heights. In the swift world of business,
accomplishment can feel like a distant goal and an
uncertain journey. Still, some have achieved exceptional
prosperity throughout the years, inspiring and stimulating
others to emulate their example.
One individual who exemplifies this mindset is Wasfi
Kaso, the CEO of Emirates Food Industries, a leading
holding company in the UAE’s food, dairy, and agriculture
sectors. Kaso subscribes to the notion that success can be
gauged by the innovative solutions one offer in their
professional journey.
Over the course of 20+ years, Kaso has built an impressive
reputation in the FMCG industry, specifically in the food
sector, gaining extensive experience working with a variety
of categories and segments. Throughout his career, he has
held several high-level positions in both global and regional
industrial companies, managing well-known brands across
diverse sectors. Their expertise includes successfully
launching global brands in the region and developing
regional brands that fiercely compete for market share
within their respective categories.
Under Kaso’s leadership, Emirates Food Industries has
become a force to be reckoned with in the food industry,
introducing new products and expanding its portfolio to
meet the evolving needs of customers. Kaso’s vision is to
make EFI the leading food company in the region, and he is
leaving no stone unturned in his quest for excellence.
Let’s delve deeper into his expedition of inspiring and
propelling corporate accomplishment!
The Mastermind
With a wealth of experience spanning over 25 years in the
Fast Moving Consumer Goods (FMCG) industry, Wasfi has
worked extensively across a diverse range of categories and
segments in the food sector. Throughout his career, he has
held numerous senior leadership positions within both
multinational and regional industrial conglomerates,
overseeing some of the most renowned brands in the region.
Wasfi boasts hands-on experience in launching
multinational brands in the region as well as developing
leading regional brands that have successfully competed for
market share leadership in their respective categories.
Breaking the Chains
The UAE’s dairy and beverage market heavily depends on
imports, making them a significant part of its supply chain.
However, with a growing desire to establish local
operations, there is a push to reduce this dependence and
ensure the delivery of high-quality products. This drive
comes from a commitment to providing the UAE
population with top-notch products and decreasing their
reliance on imports. By establishing local operations, the
UAE can achieve both of these goals simultaneously.
Sustainable Practices and Global Taste
EFI, a well-known company in UAE, is primarily focused
on agriculture, dairy, and food. Their manufacturing,
logistics, and distribution capabilities are spread across the
country. The company has a diversified portfolio of interests
in the agricultural, animal feed, dairy, and food sectors. EFI
is considered a pioneer in the industry due to its focus on
ethnic and natural food and beverage options. Their unique
approach to launching international brands in the region
involves sourcing raw materials locally, which has played a
significant role in helping them achieve their goal of
delivering a global taste. EFI’s primary aim is to offer their
customers the best quality food and beverage choices while
supporting local agriculture and promoting sustainable
practices.
From Farms to Your Table
The EFI organization is a premier food, dairy, and
agricultural conglomerate in the United Arab Emirates. It
consists of several agribusinesses and companies, including
the National Feed and Flour Production and Marketing
(NFFPM), which is a top animal feed manufacturer and
distributor. Additionally, the National Bags Factory is a
leading producer of polypropylene bags, while the Al
Rawdah Veterinary Clinics (RVC) provide high-quality
animal healthcare services. The group also runs two farms,
namely the National Dairy Farms (NDF) and Masaken
Dairy Farms (MDF).
The Visionary CEO Revolutionizing the
UAE’s Food Industry through Innovative Solutions!

KASO FIRMLY BELIEVES
THAT THE MOST
SIGNIFICANT CHALLENGE
OF THE PRESENT TIME IS
ENSURING A HIGH
DEGREE OF EMPLOYEE
ENGAGEMENT TO MAINTAIN
THEIR PRODUCTIVITY AND
LOYALTY TO THE
ORGANIZATION.

These farms collectively maintain a herd of over 6000
animals and produce over 31 millionliters of fresh milk
annually, making them the largest dairy farms in the UAE.
Finally, the group operates a factory in Al Ain.
As a brand rooted in the UAE, they have complete authority
over the quality throughout the entire value chain. This
includes monitoring the feed given to livestock, the
development of products, and the delivery to shelves, all in
order to stay loyal to their motto of “From farms to your
table.” Their approach is centered around innovation and
product development, with the ultimate goal of ensuring
sustainable success in both the UAE market and beyond.
Revolutionizing Organic Food Production
The utilization of technology has facilitated meeting the
growing demand for organic food. The current situation
dictates that if one provides top-notch products, it
guarantees an increase in consumption. The upcoming years
emphasize the need for sustainable business approaches,
and this is where technology comes into play. It is the
driving force that enables companies to take an active part
in the UAE’s food security objective. Through
technological innovations, businesses can contribute to
positioning the country as a global leader in innovative food
security initiatives.
Secret to Increased Productivity
As a crucial factor in the triumph of any company,
employees hold a significant role. Kaso firmly believes that
the most significant challenge of the present time is
ensuring a high degree of employee engagement to
maintain their productivity and loyalty to the organization.
Although there is no one-size-fits-all solution, Kaso has
realized that his management approach is continually
developing. In summary, he stated that the ultimate level of
productivity is achieved when individuals perform tasks
because they desire to do so, not because they are obligated
to do so. This simple principle has helped him foster trust in
his employees and achieve long-term accomplishments.
Entrepreneurial Success
For those striving to become successful entrepreneurs, his
guidance is to maintain unwavering resilience. Every
challenge can be overcome by identifying viable solutions,
and ultimately, success is determined by the number of
viable solutions you are able to showcase throughout your
career.
Scaling Operations
Their goal is to introduce a comprehensive range of
products that cater to various aspects of their customers’
health and overall wellness. It goes without saying that they
will fully comply with the guidelines and policies set by the
FSC of UAE.
Recognized Industry Leader
Recognized for their exceptional quality of products and
innovative range of beverages, they have been honored with
numerous prestigious awards. Some of the accolades
bestowed upon them include:
Ø Superbrands UAE Choice 2022
Ø ADIFE – Product of the Year
Ø Dubai Taste Awards
Ø Product of the Year 2023
Ø Asia – Launch of the Year CIO
EFI’S APPROACH IS
CENTERED AROUND
INNOVATION AND
PRODUCT DEVELOPMENT,
WITH THE ULTIMATE GOAL
OF ENSURING SUSTAINABLE
SUCCESS IN BOTH THE UAE
MARKET AND BEYOND.

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CIO

A
s we flip through the pages of history, we come
across numerous individuals who defied all odds
and carved a niche for themselves. These are the
people who challenged the norms and set an example for
generations to come. Houda Naji is one such woman whose
story inspires us to pursue our dreams relentlessly.
For Houda, success was never a given. But she never let
that deter her from pursuing her dreams. She remained
steadfast in her vision, remained focused on her goals, and
put in the hard work day in and day out. And her efforts
paid off!
Today, Houda Naji is a CEO at Younoh Media and a name
to reckon with in the world of business. She has not only
achieved greatness but also made a real difference in the
world. Her journey is a testament to the fact that nothing is
impossible if you have the determination and grit to make it
happen.
In this story, we take a closer look at the life and times of
Houda Naji. From her humble beginnings to her rise to the
top, we delve deep into the factors that made her the
successful woman she is today.
Let’s get ready to be inspired by the incredible story of
Houda Naji!
Please brief us about yourself and tell us your source of
inspiration for venturing into this niche.
Growing up, I was always on for experimenting with small
projects in an effort to earn some extra cash. From making
bracelets to completing chores for family and friends, I
always had a natural inclination towards entrepreneurship.
As I continued my education, I found myself exploring
different industries in my areas of interest, all in an effort to
learn as much as possible and discover where my true
passions lay.
It wasn’t until I started working in the IT industry,
specifically in sales and marketing, that I began to fully
appreciate the potential that technology had to offer. But
despite spending the majority of my adult life working in
this field, I always felt that there was a gap in the market for
a boutique agency that could offer highly skilled and
creative employees, competitive pricing, and services that
catered to both small and medium-sized enterprises.
After the birth of my two daughters, I began to crave a
greater sense of autonomy and freedom, as corporate life is
not suited for young mothers. I knew that I wanted to start
my own business, but I also realized that I needed to gain a
better understanding of the industry first. So, I began
pursuing professional certifications and training to learn as
much as possible about what it takes to build a successful
agency.
Eventually, I took the leap and started my own agency,
hiring my first graphic designer and content writer along the
way. At first, it was challenging to get things off the ground,
but I remained focused on my goals and persevered through
the difficult times.
Over time, my agency began to grow and flourish, thanks in
large part to the dedication and hard work of my team.
Houda
NajiFrom Humble Beginnings to CEO
The Inspiring Journey of Houda Naji, a Woman Who Defied All Odds!
www.thecioworld.com MAY, 2023
16

Houda Naji
CEO
Younoh Media
Success is never
guaranteed. But by staying
true to your vision,
remaining focused on your
goals, and always putting
in the hard work, you can
achieve greatness and make
a real difference in the
world.
,,
,
,
17

We were able to secure contracts with some of the biggest
names in the industry, all while maintaining our focus on
providing top-quality services at competitive rates.
Today, I’m proud to say that my agency has become one of
the most respected and sought-after firms in the industry.
We continue to innovate and push boundaries, always
striving to deliver the very best results for our clients.
If there’s one lesson that I’ve learned along the way, it’s that
success is never guaranteed. But by staying true to your
vision, remaining focused on your goals, and always putting
in the hard work, you can achieve greatness and make a real
difference in the world.
Please brief our audience about your organization and
its inception story.
I’ve always had a passion for digital media and spent a
considerable amount of time on various social media
platforms. As someone who wanted to be an entrepreneur, it
made sense to turn my love for social media into a business
venture. I knew there were a lot of companies out there that
needed expert help with their digital presence but couldn’t
afford the steep prices charged by big agencies.
That’s where Younoh Media comes in. We offer high-
quality digital services at affordable prices, making it
possible for startups and small businesses to enhance their
online presence and compete with larger companies.
At Younoh Media, we’re passionate about empowering
businesses and helping them succeed in the digital world.
Our team of experts is dedicated to delivering exceptional
results and helping our clients achieve their goals.
Kindly elaborate upon your journey as the guiding light
of your organization and how you have positioned it as a
reliable name in the corporate world.
Being the face of my business, I have built trust with my
clients, and Younoh Media has established itself as a
reliable name in the corporate world by consistently
delivering high-quality social media services to its clients.
Here are a few ways in which the company has positioned
itself as a trusted partner for businesses:
1. Expertise: Younoh Media has a team of highly skilled
professionals who are experts in their field. They are
well-versed in the latest social media trends,
algorithms, and best practices, which allows them to
offer cutting-edge solutions to clients.
2. Customized approach: Younoh Media understands
that each client is unique and has different needs. They
take a customized approach to every project, tailoring
their services to the specific goals and requirements of
each client.
3. Communication: Communication is key to building
trust with clients, and Younoh Media places a strong
emphasis on open and transparent communication.
They keep clients informed every step of the way,
providing regular updates and responding promptly to
any questions or concerns.
4. Affordable pricing: Younoh Media offers affordable
pricing options for its services, making them accessible
to small and medium-sized businesses. This allows
businesses with limited budgets to access high-quality
social media services that they might not have been
able to afford otherwise.
5. Results-driven: Younoh Media is results-driven and
measures success based on the outcomes achieved for
clients. They use data and analytics to track progress
and adjust their strategies as needed to achieve the
desired results.
As you focus on services and excellence, can you
elaborate upon the various services provided by your
organization?
Younoh Media offers a comprehensive range of services
that help businesses establish a strong online presence,
drive more traffic to their website, and engage with their
target audience. Their team of experts works closely with
clients to develop customized strategies that deliver results.
Website design: Younoh Media provides website design
services to help businesses create a professional and user-
friendly website. They design websites that are optimized
for SEO, mobile-friendly, and visually appealing.
SEO services: Younoh Media offers search engine
optimization (SEO) services to help businesses improve
their search engine rankings and drive more traffic to their
website. Their team of experts uses the latest SEO
techniques to optimize the website and content for search
engines.
Branding: Younoh Media helps businesses develop a
strong brand identity that resonates with their target
audience. They create brand guidelines, logos, and
messaging that are consistent across all channels.
18

Metaverse: Younoh Media offers services related to the
metaverse, which is a virtual world that is becoming
increasingly popular. They help businesses develop a
metaverse strategy that includes creating a virtual presence,
engaging with customers, and creating virtual experiences.
Social media management: Younoh Media offers
comprehensive social media management services that
include content creation, scheduling, posting, and
community management. Their team of experts creates
engaging content that resonates with the target audience,
posts it on the right platforms at the right time, and manages
interactions with followers to build a strong online presence.
Digital advertising: Younoh Media offers digital advertising
services to help businesses reach a wider audience, generate
leads, and increase conversions. Their team creates highly
targeted ad campaigns that are optimized for maximum ROI.
Influencer marketing: Younoh Media offers influencer
marketing services to help businesses tap into the power of
social media influencers. They identify influencers who are a
good fit for the business, negotiate partnerships, and manage
the influencer campaign to maximize ROI.
Training and consulting: Younoh Media also offers social
media training and consulting services to help businesses
improve their in-house social media capabilities. Their team
of experts provides customized training and consulting
services to help businesses get the most out of their social
media efforts.
How to envision scaling your organization’s services and
operations in 2023 and beyond?
Bringing new services on board to complement the existing
offering of Younoh Media, for example:
Augmented Reality (AR) and Virtual Reality (VR)
Marketing: Offer immersive experiences for your clients by
creating AR and VR campaigns that engage their customers
in unique ways.
Voice User Interface (VUI) Design: With the rise of voice
assistants like Amazon Alexa and Google Assistant, help
businesses optimize their websites and apps for voice search
and develop custom voice apps.
Gamification in Marketing: Develop and implement
gamification strategies for clients to make their marketing
campaigns more engaging and entertaining, increasing
customer retention and loyalty through the metaverse.
Please give us a few testimonials from your clients and
awards or recognition that accurately highlight your
achievements in the corporate niche.
Houda Naji is a highly regarded and respected entrepreneur
within the Female Fusion community. As the founder of
Younoh Media, she not only leads an outstanding media
company, but she also takes the time to listen attentively and
provide valuable advice to fellow female entrepreneurs.
Houda’s dedication and coaching expertise is widely
recognized, particularly within the digital media sphere, and
she has helped countless women along their entrepreneurial
journeys.
Jen Blandos, founder & CEO, Female Fusion.
Working with Houda Naji and her team has really been my
company’s marketing arm; seamless communication and
speed of action and responses have me till today wondering
if they manage all their clients the same way.
Casper Tribler
Younoh Media offers a
comprehensive range
of services that help
businesses establish a
strong online presence,
drive more traffic to
their website, and
engage with their
target audience.
,
,
19

I
n today's rapidly evolving business landscape, CEOs are
increasingly recognizing the importance of fostering a
culture of entrepreneurship within their organizations.
Embracing entrepreneurial mindsets and practices can
drive innovation, agility, and long-term success.
This article explores key insights from global perspectives on
how CEOs can cultivate a culture of entrepreneurship and
support start-up success within their companies!
Nurturing an Entrepreneurial Mindset
To foster a culture of entrepreneurship, CEOs must ﬁrst cultivate
an entrepreneurial mindset among their employees. This involves
encouraging a willingness to take risks, promoting creativity and
curiosity, and embracing a growth mindset. By fostering an
environment that supports calculated risk-taking and learning
from failures, CEOs can empower employees to think and act
like entrepreneurs.
Encouraging Autonomy and Empowerment
Entrepreneurial cultures thrive when individuals are given the
autonomy and empowerment to make decisions and take
ownership of their work. CEOs can empower employees by
delegating authority, encouraging experimentation, and providing
resources and support. This autonomy not only fuels creativity
and innovation but also fosters a sense of ownership and
accountability, driving start-up success within the organization.
How CEOs
Can Foster
a Culture of
Entrepreneurship
and Start-up
Success
20

Global Insights
21

Embracing Open Communication and Collaboration
Effective communication and collaboration are essential
elements of an entrepreneurial culture. CEOs should
promote an open-door policy, where ideas and feedback
flow freely between all levels of the organization.
Encouraging cross-functional collaboration and breaking
down silos enables the exchange of diverse perspectives,
leading to innovative solutions and increased agility.
Furthermore, fostering a culture of collaboration extends
beyond internal teams and includes partnerships with
external stakeholders and start-ups.
Creating an Agile and Adaptive Environment
In a rapidly changing business landscape, agility and
adaptability are crucial for entrepreneurial success. CEOs
can create an environment that embraces change by
encouraging experimentation, learning from failures, and
promoting continuous improvement. This requires
streamlining decision-making processes, eliminating
bureaucratic barriers, and embracing a flexible
organizational structure. By creating an agile environment,
CEOs can enable their organizations to respond swiftly to
market shifts and seize new opportunities.
Promoting a Learning Culture
Successful start-ups thrive on a culture of continuous
learning and development. CEOs can foster a learning
culture by investing in employee training and development
programs, providing access to mentorship and coaching,
and promoting knowledge sharing. Encouraging employees
to pursue personal and professional growth not only
enhances their skills but also creates an environment
conducive to innovation and entrepreneurial thinking.
Supporting Intrapreneurship
Intrapreneurship, the practice of encouraging
entrepreneurial behaviors within existing organizations, can
be a powerful driver of innovation and start-up success.
CEOs can foster intrapreneurship by creating dedicated
teams, or departments focused on exploring new ideas and
opportunities. This allows employees to channel their
entrepreneurial spirit within the organization, driving
innovation and helping the company stay ahead of the
competition.
Embracing Diversity and Inclusion
A diverse and inclusive workforce is essential for
entrepreneurial success. CEOs should prioritize building
diverse teams that bring together individuals with different
backgrounds, experiences, and perspectives. Diversity
sparks creativity, fosters innovation, and enhances problem-
solving capabilities. Moreover, creating an inclusive culture
ensures that all employees feel valued and empowered,
enabling them to contribute their best ideas and drive start-
up success.
Celebrating and Rewarding Entrepreneurial Efforts
CEOs should recognize and celebrate entrepreneurial efforts
within the organization. By acknowledging and rewarding
employees' innovative ideas, initiatives, and risk-taking,
CEOs reinforce the importance of entrepreneurial behavior
and motivate others to follow suit. This can be done through
various means, such as recognition programs, financial
incentives, or career advancement opportunities.
Conclusion
CEOs play a vital role in fostering a culture of
entrepreneurship and supporting start-up success within
their organizations. By nurturing an entrepreneurial
mindset, encouraging autonomy, promoting open
communication and collaboration, creating an agile
environment, supporting continuous learning, fostering
intrapreneurship, embracing diversity and inclusion, and
celebrating entrepreneurial efforts, CEOs can cultivate an
environment where innovation thrives, and start-up success
becomes a natural outcome.
In today's fast-paced and competitive business landscape,
CEOs must recognize the importance of embracing
entrepreneurial mindsets and practices. By fostering a
culture of entrepreneurship within their organizations,
CEOs can unlock the full potential of their employees, drive
innovation, and position their companies for long-term
success in an ever-changing world.
-P.D.Bombarde
22

Transforming Passion for Art Performances into a Thriving
Business!
e all have dreams, aspirations, and goals that we
strive to achieve in life. Some of us are content
with just dreaming, while others have the courage
to take action and turn those dreams into reality.
Meet Nora Bouchaibi, a driven individual whose lifelong
dream was to blend her expertise in management with her
passion for art performances. She achieved just that by
becoming an entrepreneur in Dubai back in 2001, from her
early days as a professional dancer in France to currently
being a respected businesswoman in the UAE. She has
made an indelible mark in the world of management and art
performances, establishing herself as the ambassador of
Arabic dance in Dubai’s thriving art scene. Nora has
accomplished this feat by founding Nora Dance Group
and Nora Dance Entertainments Agency.
Nora’s journey commenced in 1987 when she pursued her
passion for dancing in France. However, her true vocation
was yet to be uncovered. In 2001, Nora’s enterprising spirit
led her to Dubai, the bustling metropolis of opportunities,
where she discovered the perfect platform to unleash her
creativity and share her expertise with others. With the
backing of influential elites in the UAE who recognized her
talent and potential, Nora took a bold step and founded
Nora Dance Group in 2005. This farsighted decision
marked the start of her expedition toward becoming a
notable personality in the UAE’s art and entertainment
sector.
As the Founder and CEO, she made it her mission to
promote and showcase the beauty and elegance of Arabic
dance. Her group quickly gained recognition for their
mesmerizing performances, captivating audiences with their
skillful choreography and artistic expressions. The group
became an integral part of Dubai’s vibrant cultural
landscape, with Nora herself emerging as the ambassador of
Arabic dance in the prestigious Dubai Art Center, located in
the iconic Mall of the Emirates.
Nora’s unwavering dedication to achieving excellence and
continuously seeking out innovative ideas prompted her to
broaden her vision. In 2012, she rebranded Nora Dance
Group as Nora Dance Entertainments & Events organizer.
This shift enabled her to undertake more extensive ventures
and meet the entertainment demands of government
organizations and distinguished corporations across the
GCC region. Nora’s careful scrutiny of every detail and her
proficiency in delivering unforgettable performances
established her as a prominent figure in the event organizing
sector.
With her entrepreneurial spirit, Nora has not only brought
the beauty of Arabic dance to the forefront but has also
become a symbol of empowerment and success in the
vibrant city of Dubai. Her entrepreneurial journey serves as
an inspiration for aspiring business leaders and artists alike,
reminding us all that with passion and determination, we
can achieve greatness and make our dreams come true.
Let us uncover the captivating journey of Nora Bouchaibi,
where artistry meets entrepreneurship and dreams become
a vibrant reality!
My lifelong aspiration was to be my own boss and share my
knowledge in the fields of management and art performance.
W
Nora
Bouchaibi
From Passion to Success,
Mastering the Art of Entrepreneurship
24

I always believed
in the power of
blending my
passion for art
performances
with my exper se
in management.
It was a dream of
mine to create
something that
would inspire
others and leave
a las ng impact.
,,
,,
Nora Bouchaibi
Founder and CEO
Nora Dance Group and
Nora Dance Entertainments
Agency
25

In 2001, upon arriving in Dubai, I pursued my passion and
became an entrepreneur. Thanks to the support of prominent
figures in the UAE, I was encouraged to take the next step
in making my dream a reality. This led me to establish Nora
Dance Group, which became the ambassador of Arabic
dance at the Dubai Art Center located in the Dutac Mall of
Emirates for a decade.
Please brief our audience about your company and its
inception story.
Nora Bouchaibi, the founder and owner of Nora Dance
Group and Nora Dance Entertainments Agency, is a
renowned businesswoman from France who is now based in
the UAE. I started my career as a professional dancer in
France back in 1987 before moving to the UAE in 2001. In
2005, I founded Nora Dance Group in Dubai, which later
evolved to become Nora Dance Entertainments and Events
organizer in 2012. I have organized some of the biggest
performances for the government and iconic companies in
GCC as an event organizer. In January 2019, I ventured into
wedding planning and made many couples and families
happy by planning and organizing their weddings in the
UAE. I also offer wedding destinations in Asia and Europe.
Can you tell us about your background and how you
became the CEO of your current company?
I have dedicated six years of my life to studying at the Law
University Institute for Technology in France. I spent 3
years obtaining my business and management baccalauréat
and 3 more years earning my IUT Carrière juridique. This
combination of studies was the perfect preparation for my
ultimate goal of becoming an entrepreneur. My inspiration
for pursuing this path began at just six years old when I
dreamed of becoming a dancer and exploring the world. My
family has been a constant source of encouragement,
always reminding me that they have given me the tools to
unlock the door to success and make my dreams a reality.
Dubai was the ideal destination for someone with ambition
20 years ago, and I have spent the last two decades
contributing to its growth with my performances and
training new entrepreneurs in the field of dance and
entertainment.
What do you think are the biggest challenges facing
businesses in the Middle East today?
The biggest challenges facing businesses in the Middle East
Today are multiple:
26

Ÿ Staying at the most interesting place for
investing in living permanently.
Ÿ Keep the companies established since 2000
in UAE.
Ÿ Facing the inflation.
Ÿ Keep the UAE’s image & reputation
successful in the future.
How does your company approach diversity and
inclusivity in the workplace, and how do you prioritize
and approach decision-making in your role as CEO?
As a French businesswoman who has been operating in the
UAE for over two decades, I am well-versed in diversity
and inclusivity. I have become accustomed to collaborating
with individuals from various nationalities and backgrounds
while maintaining my own unique perspective and vision. I
am continuously analyzing those around me to ensure that I
bring my best to each project. As a CEO, I prioritize and
approach decision-making based on a cost-benefit analysis,
considering the added value it will bring to my projects.
Can you talk about any successful initiatives or projects
your company has undertaken in the past year, and how
do you see the tech landscape in the Middle East
changing in the years to come?
ND Entertainment and Events recently completed a few
successful projects this season. The most important ones
were for Etihad Cargo in Munich and Abu Dhabi. We also
worked closely with GL Events, a French event agency, to
create a unique music and art performance held after a 3-
day seminar happening in Abu Dhabi.
Additionally, NDE has developed a yearly dance festival,
The Dubai Social Chic Congress, which is proudly
supported and sponsored by Emirates Holidays.
What do you think of the current economic climate in
the region, and how does your business balance
profitability and social responsibility?
Despite the economic tension, this area remains appealing
due to the even more challenging conditions elsewhere.
While anticipating the return of favorable conditions, I am
sustaining my business.
What advice do you have for aspiring entrepreneurs and
business leaders in the Middle East?
I often recommend to aspiring entrepreneurs the importance
of having passion and vision. It’s crucial to stay ahead of
the game and continually strive for growth. However, it’s
also essential to cultivate a strong foundation for your
business while maintaining respect for your competitors.
Thank you so much for the delightful reception. I look
forward to a more professional relationship!
- Zineb Tamtaoui (Senior Executive Officer and Head of
Middle East Region - BMCE Bank International)
Excellent, dedicated business lady, result-oriented and hard-
working individual.Nora is highly recommended for
business and personal events. Wish you all the best Nora!
- Walid Tawfiq (Executive Director – Bank of Singapore)
27

Insights In-depth
Investigating
INTERNATIONAL
EXPANSION
Strategies
and Global
MARKET
Penetration
Tactics
28
the

n an increasingly interconnected global economy,
Iexpanding into international markets has become a
strategic imperative for many businesses. However,
achieving success in global market penetration
requires careful planning and implementation of
effective international expansion strategies.
This article delves into the various approaches businesses
employ to expand globally and explores the tactics used to
penetrate foreign markets, shedding light on key
considerations for companies seeking international growth!
Market Research and Entry Strategy Selection
Before embarking on international expansion, thorough
market research is essential. Companies need to understand
the target market's economic, cultural, and regulatory
landscape. This research informs the selection of an
appropriate entry strategy, which could range from exporting
and licensing to joint ventures and direct investment. Each
strategy carries its own advantages and challenges, and the
choice should align with the company's resources,
objectives, and risk tolerance.
Adapting to Cultural Differences
Culture plays a crucial role in global market penetration.
Successful companies recognize the need to adapt their
products, services, and marketing strategies to fit the cultural
nuances and preferences of the target market. This may
involve tailoring messaging, packaging, branding, and even
product features to align with local tastes and preferences. A
deep understanding and respect for cultural differences can
enhance customer acceptance and loyalty in foreign markets.
Building Strategic Alliances and Partnerships
Forming strategic alliances and partnerships with local
entities is a powerful tactic for global market penetration.
Collaborating with established local companies can provide
valuable market insights, distribution networks, and
established customer bases. Joint ventures and strategic
partnerships allow companies to leverage local expertise
while sharing risks and resources. Such collaborations
enhance market entry and facilitate smoother operations in
foreign markets.
Developing Local Sales and Distribution Channels
Establishing effective sales and distribution channels is vital
for successful international expansion. Companies must
29

carefully evaluate and select distribution partners that
possess extensive knowledge of the local market and a
strong distribution network. Collaborating with local
distributors or setting up local subsidiaries helps overcome
logistical challenges, navigate cultural complexities, and
ensure the timely delivery of products or services to
customers.
Leveraging Digital Technologies and E-commerce
The rise of digital technologies has revolutionized global
market penetration. Companies can leverage e-commerce
platforms, social media, and digital marketing to reach
customers in new markets with relative ease and cost-
effectiveness. Online channels offer opportunities for
targeted marketing, personalized customer experiences, and
direct customer engagement. Adopting digital strategies
enables companies to overcome geographical barriers and
rapidly penetrate global markets.
Managing Regulatory and Legal Challenges
Expanding into foreign markets involves navigating a
myriad of regulatory and legal challenges. Compliance with
local laws, regulations, and trade policies is critical for
market entry and long-term success. Companies must
conduct thorough due diligence and seek legal advice to
ensure compliance with intellectual property rights,
licensing requirements, labor laws, and other relevant
regulations. Developing strong relationships with local
legal counsel and engaging in ongoing compliance
monitoring is essential.
Implementing Localization Strategies
Localization entails tailoring products, services, and
marketing efforts to specific regional or local markets. This
goes beyond language translation and includes adapting
content, design, and user experience to suit local
preferences. Localization demonstrates a commitment to
understanding and meeting the unique needs of the target
market, fostering customer trust and loyalty. It is a powerful
strategy to differentiate from competitors and gain a
competitive edge in global markets.
Continuous Market Monitoring and Adaptation
Global market penetration is an ongoing process that
requires continuous monitoring of market dynamics and
adaptation to changing conditions. Companies must stay
abreast of market trends, competitor activities, and
customer feedback. This information allows them to make
timely adjustments to their strategies, product offerings, and
marketing approaches. Flexibility and agility are essential
in responding to evolving customer demands and
maintaining a competitive advantage.
Conclusion
Expanding into international markets and successfully
penetrating global markets is a complex undertaking that
requires careful planning and execution. Companies must
conduct thorough market research, select appropriate entry
strategies, adapt to cultural differences, build strategic
alliances, establish effective sales and distribution channels,
leverage digital technologies, navigate regulatory
challenges, implement localization strategies, and
continuously monitor and adapt their approaches. By
employing these international expansion strategies and
global market penetration tactics, businesses can increase
their chances of success and unlock new growth
opportunities on a global scale.
-A.K. Tarade
CIO
30

Connecting the World of Hospitality
Raj
Bhatt
My advice to aspiring
entrepreneurs and business
leaders is to focus on
your passion and strive
for excellence in everything
you do. Be open to
learning from others,
take calculated
risks, and stay persistent
even in the
face of challenges.
32
,,

ave you ever walked into a hotel or restaurant and
Hfelt instantly transported to a world of luxury and
sophistication? The world of hospitality is one
that captures the imagination and leaves a lasting
impression on those who experience it. For Raj, the allure
of hospitality began at a young age and has driven his
career for over three decades.
Starting as a junior executive in 1992, Raj spent years
honing his skills in some of the most distinguished
companies across India and Kenya. But it wasn’t until he
arrived in Dubai that he knew it was time to take a bold step
and create something of his own. Starting from scratch in a
new country, the author had only his passion for hospitality
to rely on. But that passion proved to be enough, as he built
his brand, Hozpitality.com, from the ground up.
Today, Raj has grown Hozpitality.com into a premier global
resource for hospitality professionals via dedication,
perseverance, and an unrelenting devotion to his clients and
the business. Even though the voyage had its share of
diﬃculties, he came out on top, building a name and
network that are still expanding.
Join us as we delve into the world of hospitality and explore
the power of passion and perseverance with the inspiring
story of Raj Bhatt, the founder of Hozpitality.com!
From a young age, I was captivated by the world of
hospitality. In 1992, I took my ﬁrst steps in the industry as a
junior executive and never looked back. For the next 31
years, I honed my skills in distinguished companies across
India and Kenya, constantly learning and growing. When I
moved to Dubai, I knew it was time to take a bold step and
make my mark. Moving to Dubai was a challenge. I didn’t
know anyone and had to start from scratch. But I had
something that caught people’s attention - my passion for
hospitality. It was this passion that resonated with my
clients and helped me build my brand, Hozpitality.com,
from the ground up. Even when times were tough and
obstacles seemed insurmountable, my unwavering
commitment to the industry and my clients kept me going.
With time, my network grew, and so did my reputation.
With the unwavering support of my friends and colleagues
in the hospitality industry, we overcame all obstacles and
emerged triumphant. Today, Hozpitality.com is a thriving
Using the Power of Passion and Perseverance in Building a Leading Hospitality Platform!
33
platform that connects hospitality professionals from all
over the world. Today, I’m proud to say that
Hozpitality.com is recognized as a leading platform for
hospitality professionals worldwide - a testament to the
power of passion and perseverance.
Please brief our audience about your company and its
inception story.
Hozpitality.com was founded in 2008 to connect hospitality
professionals around the world. As someone who had spent
over two decades in the industry, I understood the
challenges faced by professionals seeking new
opportunities or trying to build their networks. I saw an
opportunity to bridge this gap by creating a platform that
would bring together job seekers, employers, and service
providers in the hospitality industry. With this vision in
mind, I set out to create a website that would serve as a one-
stop shop for all things hospitality. It wasn’t easy—starting
from scratch never is—but with the support of my
colleagues and friends in the industry, we were able to build
a thriving community of professionals. Today,
hospitality professionals, with over a million registered
users and partnerships with some of the biggest names in
the industry. We’re proud of what we’ve achieved so far,
but we’re always looking for ways to improve and serve our
community better.

My background is in hotel management, which I studied in
India. I got my first international job with the Metropolitan
Hotel in Dubai in 1995, which was a part of Habtoor
Hotels, now known as Al Habtoor City. It was an exciting
time to be in Dubai, as the city was undergoing a major
transformation, with the Burj Khalifa and other iconic
buildings rising up around us. After a few years in the
hospitality industry, in 2007, I decided to pivot to executive
search consulting, which gave me a deeper understanding
of the challenges faced by both job seekers and employers
in the industry.
However, I always felt that there was something missing—a
platform that could connect hospitality professionals in a
more meaningful way. That’s when I decided to start
Hozpitality.com in 2008. As the founder and CEO of the
company, I had the freedom to create something that
reflected my values and vision. It wasn’t easy, but the
journey has been immensely rewarding. Today,
hospitality professionals worldwide, and I’m proud to be
part of a community that is passionate about what they do.
One of the perks of being the CEO is the freedom to work
from anywhere in the world with just a laptop, something I
never imagined possible when I first started my career.
What do you think are the biggest challenges facing
businesses in the Middle East today?
The business landscape in Dubai and the wider Middle East
region is constantly evolving, presenting both opportunities
and challenges for businesses. One of the main advantages
of doing business in Dubai is its strategic location, which
provides access to major markets in Asia, Africa, and
Europe. The city has a well-developed infrastructure,
including world-class airports, seaports, and logistics hubs
that facilitate trade and commerce. In addition, Dubai has a
diverse and multicultural workforce, with highly skilled
professionals from around the world.
The government of Dubai has been proactive in supporting
businesses through a range of initiatives, such as offering
tax incentives, reducing bureaucracy, and investing in key
sectors such as tourism, finance, and technology. While the
COVID-19 pandemic has posed challenges for businesses
globally, Dubai has been quick to adopt measures to ensure
the safety of residents and visitors while also mitigating the
economic impact.
For example, the Dubai government has launched stimulus
packages to support businesses, introduced flexible work
arrangements, and facilitated remote work. In summary,
while there are challenges facing businesses in the Middle
East, Dubai has demonstrated resilience and adaptability
and remains a key destination for companies looking to
expand their operations in the region.
How does your company approach diversity and
inclusivity in the workplace, and how do you prioritize
and approach decision-making in your role as CEO?
At Hozpitality, we believe that diversity and inclusivity are
essential components of a successful and thriving
workplace. We are committed to creating a culture of
respect, openness, and inclusivity where everyone feels
valued and empowered to contribute their
unique perspectives and ideas. Our team is made up of
individuals from diverse backgrounds, including Indian,
Filipino, and Arabic team members.
Can you speak to any successful initiatives or projects
your company has undertaken in the past year, and how
do you see the technology landscape in the Middle East
evolving in the coming years?
Over the last two years, our company has undertaken a
major project to revamp our technology platform with the
goal of improving the user experience for both
professionals and students in the hospitality industry. We
have developed a new system that enables easy registration
and also provides advanced search filters for job and course
34

listings. In addition, we have updated our supplier
marketplace, allowing industry suppliers to easily post their
products on our Hozpitality marketplace. These initiatives
have helped us better serve our clients and users, and we are
proud of the positive feedback we have received.
Looking ahead, we believe that the technology landscape in
the Middle East will continue to evolve rapidly, and we are
committed to staying ahead of the curve by exploring new
technologies and innovations that can help us improve our
offerings and deliver even greater value to our customers.
What are your thoughts on the current economic
climate in the region, and how does your company
balance profitability and social responsibility?
The UAE is home to numerous visionary leaders who work
tirelessly to create an environment where businesses can
flourish. Their efforts have resulted in the country becoming
a hub for international trade and commerce. We remain
optimistic about the future and are committed to serving our
clients and users to the best of our ability.
As for balancing profitability and social responsibility, we
believe that the two are not mutually exclusive, and we
strive to achieve both. Our company has a strong
commitment to ethical business practices and social
responsibility, and we believe that these values contribute to
our long-term success and profitability.
Can you speak to any specific initiatives your company
has implemented to support sustainability and
environmental responsibility?
At Hozpitality, we take sustainability and environmental
responsibility seriously. To support these initiatives, we
have implemented various measures, such as reducing
paper usage and moving towards digital communication.
We also encourage our team members to adopt eco-friendly
practices in their daily activities, such as using reusable
water bottles and reducing plastic waste. Furthermore, we
collaborate with partners who share our values of
sustainability and actively support environmentally
responsible practices.
What advice do you have for aspiring entrepreneurs and
business leaders in the Middle East?
As an experienced entrepreneur and business leader in the
Middle East, my advice to aspiring entrepreneurs and
business leaders is to focus on your passion and strive for
excellence in everything you do. Be open to learning from
others, take calculated risks, and stay persistent even in the
face of challenges. Building strong relationships with your
customers, employees, and industry peers is also crucial to
success. And always remember to give back to your
community by supporting local initiatives and social
responsibility programs. With dedication, hard work, and a
positive mindset, you can achieve your goals and make a
positive impact in the region.
We are grateful to have received numerous awards and
recognitions over the years that highlight our achievements
in the corporate niche. For example, we have been honored
with the Lux Lifestyle Award from the UK Magazine for
eight consecutive years for being the Best Hospitality and
Recruitment Portal. We also received the Best Hospitality
HR & PR Platform 2023 award from the UAE Business
Awards. Additionally, our CEO, Raj Bhatt, was recognized
as the Hospitality Leader of the Year at the India-UAE
Business Summit and Awards. These awards and
recognitions serve as a testament to our commitment to
excellence and innovation in the hospitality industry.
35

Great leaders are almost
always great simplifiers,
who can cut through
argument, debate and
doubt to offer a solution
everybody can understand.

www.thecioworld.com
THE
CI

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