Article: Cross-cultural branding strategies in Dubai's economic free zones: a mixed-methods study Journal: International Journal of Business Process Integration and Management (IJBPIM) 2025 Vol.12 No.3 pp.220 - 238 Abstract: This research explores the difficulties associated with cross-cultural branding in Dubai's Jebel Ali Free Zone (JAFZA), a major centre that accounts for two-thirds of the city's foreign trade that isn't related to oil. To identify the main barriers to successful cross-cultural branding, we first conducted semi-structured interviews with 13 experts who are directly associated with JAFZA using a mixed-method case study technique. Cultural diversity and adaptation, regulatory constraints and government policies, and infrastructure and technology limitations were identified as the three main hurdles using thematic analysis. Each of these topics has sub-themes, such as technological limitations, legal limits, and language barriers. We used quality function deployment (QFD) in the second phase to convert these insights into 13 practical measures, such as improving multilingual support, expediting regulatory procedures, and modernising technology infrastructure. Follow-up conversations with the same specialists helped to develop and validate these tactics. The results offer a useful framework for enhancing cross-cultural branding in Dubai's economic free zones with the goal of enhancing technological preparedness, cultural adaptability, and regulatory compliance - all of which will contribute to sustainable growth in one of the most important trade environments in the region. Inderscience Publishers - linking academia, business and industry through research

Title: Cross-cultural branding strategies in Dubai's economic free zones: a mixed-methods study

Authors: Mahdi Yousefi; Luo Fan

Addresses: School of Humanities and Social Sciences, Hainan Normal University, No 58, Renmin Avenue, Haikou, Hainan province, China ' School of Humanities and Social Sciences, Hainan Normal University, No 58, Renmin Avenue, Haikou, Hainan Province, China

Abstract: This research explores the difficulties associated with cross-cultural branding in Dubai's Jebel Ali Free Zone (JAFZA), a major centre that accounts for two-thirds of the city's foreign trade that isn't related to oil. To identify the main barriers to successful cross-cultural branding, we first conducted semi-structured interviews with 13 experts who are directly associated with JAFZA using a mixed-method case study technique. Cultural diversity and adaptation, regulatory constraints and government policies, and infrastructure and technology limitations were identified as the three main hurdles using thematic analysis. Each of these topics has sub-themes, such as technological limitations, legal limits, and language barriers. We used quality function deployment (QFD) in the second phase to convert these insights into 13 practical measures, such as improving multilingual support, expediting regulatory procedures, and modernising technology infrastructure. Follow-up conversations with the same specialists helped to develop and validate these tactics. The results offer a useful framework for enhancing cross-cultural branding in Dubai's economic free zones with the goal of enhancing technological preparedness, cultural adaptability, and regulatory compliance - all of which will contribute to sustainable growth in one of the most important trade environments in the region.

Keywords: cross-cultural branding; branding strategies; economic zones; thematic analysis; quality function deployment; QFD.

DOI: 10.1504/IJBPIM.2025.148364

International Journal of Business Process Integration and Management, 2025 Vol.12 No.3, pp.220 - 238

Received: 07 Dec 2024
Accepted: 17 Apr 2025
Published online: 02 Sep 2025 *

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Title: Cross-cultural branding strategies in Dubai's economic free zones: a mixed-methods study

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