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Managing market entry in Oman: The case of Nawras
Author(s) -
Birnik Andreas,
Cormack Ross,
Moat Richard
Publication year - 2010
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20364
Subject(s) - flexibility (engineering) , improvisation , order (exchange) , business , marketing , industrial organization , economics , management , finance , art , visual arts
Abstract This article focuses on the challenges faced by the mobile operator Nawras when entering the Omani telecom market in 2005. The source material consists of auto‐ethnographic accounts of two European managers who worked at Nawras during the launch period. The result is a rich and highly personal account of market‐entry challenges and managerial efforts to overcome such challenges in a newly deregulated Gulf country. The Nawras story suggests that entrants into a Gulf market such as Oman need a great deal of flexibility and improvisation capabilities in order to become successful. © 2010 Wiley Periodicals, Inc.