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Case Study

Dubai Aluminium (A)

18 pages

December 2001

Reference: IMD-3-1007

Today, Dubai Aluminium (Dubal) is a world-class producer of high quality aluminium products, with the largest single-site smelter outside Asia.

But as recently as 1994, Dubal was struggling, a mid-size plant with modest financial results, apparently going nowhere. This three part case series tells the story of its dramatic transformation. It involves strategic reorientation, major capacity expansion, close cooperation with its customers, revitalizing its organization, and inspiring its people. The story of Dubal is, in addition, one of cultural diversity, with citizens from Arabia, Asia, Europe, and the Americas working together to achieve world class results. Managers from all industries and all parts of the world can take important lessons from Dubal’s transformation to excellence.

Keywords

Capacity Expansion, Management Culture, Corporate Culture, Multicultural Workforce, Aluminium, Diversity

Settings

1994-2001

Type

Field Research

Available Languages

English

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Reference IMD-7-2642

Organization Absa Group

Industry Finance and Insurance, Financial Services

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