Most Impactful General Managers to Know in Arab World

1. Most Impactful General Managers to Know in Cultural Competence A Must-Have for General Managers in Arab Businesses World Waseem Zein CEO Al Saif Horeca Driving Innovation in the Hospitality Supply Industry Eddine

2. Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful. - Albert Schweitzer

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5. the EDITOR Arabian Leadership I n the Arab world, effective general managers play a crucial role in shaping the success of businesses across various industries. Their leadership styles and strategies significantly influence organizational culture and employee engagement. These impactful leaders are often characterized by their ability to adapt to shifting market demands while focusing on team cohesion and productivity. General managers in this region bring unique perspectives that stem from rich cultural backgrounds and diverse experiences. They understand the importance of building solid relationships within their teams and with external stakeholders. This relational approach enhances collaboration and drives innovation, as different viewpoints contribute to creative problem-solving. Successful general managers prioritize professional development and empowerment, recognizing that investing in their teams leads to improved performance. They create environments where employees feel valued and motivated, fostering a sense of ownership over their work. This focus on talent development is essential in a competitive market where attracting and retaining skilled professionals is a key priority. Another hallmark of impactful general managers is their commitment to ethical leadership. They uphold integrity and transparency, ensuring their organizations operate responsibly and sustainably. This approach builds trust among employees and stakeholders alike, strengthening the company's reputation and long-term viability. As the Arab market progresses, the insights and practices of these remarkable general managers serve as valuable lessons for aspiring leaders. Their ability to navigate complexities while maintaining a human-centric approach to leadership highlights the significance of adaptability, integrity, and collaboration in driving organizational success. Recognizing these leaders can inspire the next generation of general managers to embrace these essential qualities. Ryan Parker Managing Editor

6. Contents C O V E R S T O R Y Waseem Zein Eddine 06. Driving Innovation in the Hospitality Supply Industry F E A T U R I N G Ahmad Saber 16. Shaping Pharmaceutical Innovation in MENA Khalid Al-Khamisi 26. Pioneering Leadership in Advertising A R T I C L E S Cultural Competence A Must-Have for General Managers in Arab Businesses 22. Building Strong Teams Insights from General Managers in the Arab Market 32.

7. The only limit , to our realization of tomorrow will be our doubts of today. - Franklin D. Roosevelt

8. C O V E R CEO Al Saif Horeca 06 www.businessmindsmedia.com

9. Waseem Zein Eddine Driving Innovation in the Hospitality Supply Industry brands in the industry. , The company's success is attributed to its extensive history, significant financial and human resources, and exclusive rights to many leading 07 www.businessmindsmedia.com

10. experience., T he hotel and restaurant supplies industry plays a fundamental role in supporting the hospitality sector. This sector encompasses a broad range of products and services essential for the smooth operation of hotels, restaurants, and catering businesses. As global travel and dining preferences shift, the demand for high-quality, reliable supplies has intensified, driving companies to innovate and adapt continuously. The industry's growth is closely tied to the overall expansion of the hospitality sector, which is influenced by economic trends, technological advancements, and changing consumer expectations. The company's success is rooted in its commitment to customer satisfaction. Enhanced after-sales services and new service offerings will ensure a seamless customer Saif Trading Agencies Company, which has been contributing to the Saudi market for more than 70 years. The company's journey began with Mr. Saleh Al Saif, followed by his son Mr. Mohammed Saleh Al Saif, and continues today under the leadership of Mr. Saleh Mohammed Saleh Al Saif, who currently serves as the Chairman of the Board. global advancements. The company's efforts align with major events in Saudi Arabia, particularly in support of the vision of His Royal Highness Crown Prince Mohammed bin Salman. Embracing the Legacy and Intricacies of the Hotel and Restaurant Supplies Industry Waseem Zein Eddine, the CEO, brings a deep understanding and vision to the industry, drawing on years of experience to guide the company's strategic direction. His leadership focuses on developing the company's role in the market, enhancing its reach and capabilities to meet the growing demands of the hospitality industry. With a commitment to excellence and a keen eye for industry trends, he plays a crucial role in navigating the company's growth and maintaining its competitive edge. As an individual and as the CEO of the company, Waseem finds the hotel and restaurant supplies industry to be one of the most enjoyable fields to work in. Reflecting on his 15 years in the industry, starting as a sales representative, he could never have imagined the extensive network of people who work with immense effort and passion to bring a plate from its main factory to the dining table. He enjoys delving into the details of the sector, finding joy in the myriad of details that impact all parties involved in the supply process. While these details might seem insignificant at first glance, they are crucial and cannot be overlooked once one is immersed in the field. Al Saif Horeca specializes in B2B (business-to-business) transactions and serves as the exclusive agent for over 20 globally renowned brands in hotel and restaurant supplies. The company is adept at fully equipping hotels, restaurants, and catering companies from A to Z. The company boasts a highly trained team across various specialties, operates its showrooms, and maintains a main warehouse that spans 140,000 square meters. Additionally, Al Saif Horeca owns its transportation fleet, ensuring efficient logistics and service delivery. Al Saif Horeca stands at the forefront of the hospitality supplies industry, operating as a key player in Saudi Arabia and beyond. The company is known for its comprehensive range of products and services tailored to meet the needs of hotels, restaurants, and catering businesses. By emphasizing innovation, customer satisfaction, and strategic expansion, Al Saif Horeca aims to solidify its position as a leading provider in the industry, ensuring high-quality solutions and exceptional service for its clients. With a pioneering position in Saudi Arabia's hotel and restaurant supplies sector, Al Saif Horeca's success is attributed to its extensive history, significant financial and human resources, and exclusive rights to many leading brands in the industry. Under the leadership of Mr. Saleh Mohammed Saleh Al Saif as Chairman of the Board, the company and its employees are dedicated to continuous development and keeping pace with Moreover, exploring this industry reveals that many renowned factories have been operational for decades, and some for centuries. Each product carries a rich history and craftsmanship passed down through generations. It is a point of pride for him to market these products, knowing the legacy and craftsmanship they embody. A Legacy of Excellence in Hotel and Restaurant Supplies Al Saif Horeca is an integral part of Al 08 www.businessmindsmedia.com

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12. C O V E R 10 www.businessmindsmedia.com

13. in the market., The most important point is continuous learning. There is no specific time or age to stop learning. Companies and individuals who keep learning and learn from past mistakes are the ones who can sustain themselves Commitment to Excellence and Visionary Leadership There are always factors that set certain companies apart from others. These factors include the company's brand name, reputation, history, management, and team, as well as the brands and products it offers, good customer relations, and after-sales services. Honesty in dealings and adherence to contracts are also crucial. Most importantly, every individual working in the company must believe in the company's vision, mission, and goals, striving to achieve them daily. Meeting customer needs with the right quality and price within a short delivery period is challenging. This challenge led to the development of a new concept for Saudi Arabia: establishing Al Saif Cash and Carry. This large showroom, spanning over 3,000 square meters, will house all the necessary product categories. The new project aims to provide products with the right quality and price without delays, ensuring immediate availability. Al Saif Cash and Carry will maintain a permanent stock worth over 15 million dollars. The most important point is continuous learning. There is no specific time or age to stop learning. Companies and individuals who keep learning and learn from past mistakes are the ones who can sustain themselves in the market. The team is always encouraged to acquire comprehensive knowledge about their products, as customers prefer knowledgeable individuals who can answer all their questions effectively. The company embodies all these qualities. The role of its leadership has been to ensure that all employees not only believe in but also love what they do. Every project, regardless of size, is approached with a sense of ownership. The team pays meticulous attention to the smallest details and plans carefully to ensure smooth and issue-free execution. What truly sets the company apart is its genuine belief in its potential to become the absolute best shortly. Strengthening Relationships to Navigate Economic Transformation Embracing Continuous Learning and Industry Trends for Success In this regard, the most important strategy is building and maintaining relationships. Saudi Arabia is undergoing an economic revolution, with government, semi-government, and private companies collaborating to shape a promising future in line with the vision of His Royal Highness Crown Prince Mohammed bin Salman. The company, under the guidance of its leadership, works daily to maintain and strengthen relationships with key decision-makers in the Kingdom. These relationships are crucial for understanding changes in the Saudi market and for planning both the near and distant future. The ongoing developments in Saudi Arabia present substantial market opportunities for companies across all sectors. The most successful are those who can secure a larger market share faster than their competitors. Staying up-to-date with developments and changes in any industry is essential and cannot be ignored. A valuable lesson learned from companies in the telecommunications sector is that distancing oneself from progress means falling behind in the race. Revolutionizing Supply with Speed and Innovation The initial strategy at Al Saif Horeca was clear: to provide all necessary supplies for hotels, restaurants, and catering companies without exceptions. Treating customers' needs as orders formed the foundation of the overall strategy, from which many other strategies emerged. The company continuously conducts its research to understand customer preferences and stay current with updates and innovations in the hotel and restaurant supplies industry. Engaging in ongoing discussions with brands and monitoring competitors' latest news and achievements are also key components of their strategy. Participating in local and international trade shows is crucial, as it opens new opportunities with potential brands and keeps them informed about the latest developments in the field. The foremost strategy, led by Waseem, was to ensure rapid supply to clients. To achieve this, the company signed multiple contracts with air freight companies, allowing them to offer clients unbeatable prices. Last year, 90% of their goods were shipped by air, with a delivery time of no more than 15 days. The company recognizes that rapid 11 www.businessmindsmedia.com

14. development will bring emerging challenges, some of which are difficult to predict. Nevertheless, they work daily to overcome these challenges. The primary and most crucial strategy is to remain united and work as one cohesive team. No challenge or adversary can defeat a team united with a single purpose, working tirelessly to achieve its goals. industry, delivering exceptional products and unmatched service. products, or exceptional customer service. The goal is to ensure that clients and suppliers see Al Saif Horeca as an indispensable part of their business success. A culture of collaboration and mutual respect is cultivated, encouraging team members to contribute their unique insights and expertise. This approach enables the company to provide comprehensive solutions that address the diverse needs of clients, ensuring their success. 4. Long-term Focus: He approaches negotiations with a long-term perspective, aiming to build enduring relationships rather than seeking short- term gains. This mindset helps establish loyalty and repeat business, which are critical for sustainable growth. Commitment to Quality and Client Success Building Strong Partnerships At Al Saif Horeca, the mission is to be the leading provider of superior hotel and restaurant supplies, tailored to meet the distinctive needs of the hospitality industry. The company is committed to delivering the highest quality products and services while upholding core values of reliability, integrity, and innovation. As the CEO of Al Saif Horeca, Waseem believes that strong relationships with clients and suppliers are the cornerstone of the company's success. He leverages his skills in negotiation and sales by focusing on creating win-win situations that benefit both partners and the company. Here's his approach: 5. Leveraging Industry Insights: His experience in sales allows him to stay attuned to market trends and industry changes. By leveraging this knowledge, Waseem negotiates better deals and offers innovative solutions that keep Al Saif Horeca ahead of the competition. This proactive approach strengthens relationships and positions the company as a trusted leader in the market. The objective is to establish long-term partnerships with clients by offering a comprehensive range of high-quality supplies that ensure seamless, efficient, and profitable operations. The company is dedicated to staying ahead of industry trends and challenges, continuously refining its product offerings to maintain a competitive edge. 1. Understanding Needs: Waseem prioritizes understanding the unique needs and goals of clients and suppliers. By actively listening and engaging in open dialogue, he tailors offerings and solutions to meet specific requirements, building trust and demonstrating that their success is valued as much as the company's. By applying these principles, Waseem has built strong, mutually beneficial relationships that drive growth, ensuring Al Saif Horeca continues to be a trusted partner in the hotel and restaurant supply industry. Navigating Growth in Saudi Arabia's Hospitality Boom 2. Transparent Communication: He fosters transparent and honest communication, which is essential in negotiation and sales. By being upfront about what can be offered and what is expected in return, Waseem creates a foundation of trust that encourages long-term partnerships. This transparency ensures that both parties feel confident and secure in their dealings. Recognizing that employees are the foundation of success, the company is committed to fostering a positive and inclusive work environment that promotes professional development. The team is empowered to deliver exceptional service, ensuring clients receive the best support possible. With around USD 110 billion allocated for the hospitality industry and a further 310,000 hotel rooms in the pipeline, the Kingdom of Saudi Arabia is undergoing a transformative boom as it aims to lead the global travel and hospitality sector. As part of its Vision 2030 social and economic blueprint, the Kingdom has made significant strides in the hospitality industry, with the government targeting 100 million visitors per year within the next decade. This includes billions in investments for hotel construction, infrastructure, and the development of new sustainable cities along its coasts In all endeavors, the company adheres to the highest standards of professionalism, ethics, and respect. The commitment is to build lasting partnerships, consistently exceed expectations, and provide unparalleled value. This drive for excellence positions the company at the forefront of the hotel and restaurant supplies 3. Value Creation: In every negotiation, Waseem's focus is on creating value for both Al Saif Horeca and its partners. He strives to present solutions that enhance partners' operations and profitability, whether through competitive pricing, high-quality 12 www.businessmindsmedia.com

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16. and deserts, while also attracting substantial foreign investment. Today, Saudi Arabia leads the Middle East and African region in hotel construction and ranks behind only China and the US globally. As the CEO of Al Saif Horeca, Waseem envisions the company continuously developing to maintain and strengthen its position as a leading player in the hospitality supplies industry across the Arab world. To achieve this, several strategic areas will be the focus: exceptional service and innovative solutions. Strategic Partnerships: Building and maintaining strong partnerships with suppliers and key industry players is vital. The company will continue collaborating with leading global brands and local suppliers to offer high-quality, reliable products, leveraging both international standards and local insights. The Riyadh Expo 2030 is expected to attract approximately 41 million visitors, including many from local and surrounding regions as well as from around the globe. This presents a significant opportunity for the nation to showcase its culture, heritage, and national pride to the world. Expansion and Accessibility: The plan includes opening more Al Saif Cash & Carry stores in key regions of Saudi Arabia and eventually in other Arab countries. This expansion will enhance accessibility and provide immediate, high-quality solutions to customers, ensuring they have the products they need when they need them. Sustainability and Corporate Responsibility: The importance of sustainability and corporate responsibility is recognized. The company will prioritize environmentally friendly practices and contribute positively to the communities it serves. This commitment will enhance brand reputation and ensure long-term success. By the time the FIFA World Cup 2034 begins, several major infrastructure projects, including the $500 billion NEOM megacity, will be nearing completion. NEOM aims to feature parallel skyscrapers stretching 170 kilometers across mountainous and desert terrain in a project known as "The Line," which has generated both controversy and admiration. Innovation and Product Diversification: Staying ahead of industry trends and technological advancements is crucial. The company will expand and diversify its product range, integrating innovative solutions to meet the growing demands of the hospitality industry. This approach will address current market needs and anticipate future trends, keeping the company at the forefront of the industry. By focusing on these strategic areas, Waseem is confident that the company will continue to grow and solidify its position as a leading and trusted supplier in the hospitality industry across the Arab world, setting new standards of excellence and being the preferred partner for all hospitality needs. With the abundance of opportunities in the market, there is anticipated to be an increase in competitors and intensified competition for market share. The company is committed to staying ahead of these developments and challenges by finding comprehensive solutions. Plans include opening Al Saif Cash & Carry stores across most regions of Saudi Arabia to provide quick and immediate solutions for customers' inventory and product variety needs. Additionally, new services will be introduced, and after- sales support will be enhanced to ensure customer satisfaction. The company is also dedicated to creating a supportive work environment for all employees and investing in their personal, intellectual, and professional development. Customer-Centric Approach: The company's success is rooted in its commitment to customer satisfaction. Enhanced after-sales services and new service offerings will ensure a seamless customer experience. By building strong, long-term relationships with clients, the company will foster loyalty and trust, which are essential for sustained growth. Investment in People: Employees are considered the greatest asset. The company is committed to fostering a positive and inclusive work environment that promotes personal, intellectual, and professional growth. Investing in team development ensures that employees are equipped with the skills and knowledge needed to deliver Strategic Vision for Growth and Excellence in the Hospitality Industry 14 www.businessmindsmedia.com

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18. Ahmad Saber Shaping Pharmaceutical Innovation in MENA , , Innovation Navigating Biopharma Dynamics! T witnessing dynamic shifts and evolving complexities, presenting both challenges and opportunities. Amidst this landscape, one individual stands out for his extensive experience and strategic vision, shaping the trajectory of pharmaceutical innovation in the region. knows no boundaries; it ?nds relevance in emerging markets he pharmaceutical industry in the Middle East and North Africa (MENA) region is regional healthcare needs, positioning SAB as a key player in the pharmaceutical landscape. Ahmad boasts a rich professional background primarily rooted in the pharmaceutical industry, spanning over two decades. His career trajectory commenced within prominent entities of the Big Pharma sector, traversing through diverse geographies, including Egypt, Kuwait, UAE, and the broader Middle East region. With over two decades of experience in the pharmaceutical sector, Ahmad Saber brings a wealth of knowledge and expertise to the table. Having held pivotal roles in prominent entities within the Big Pharma sector, Ahmad's journey traverses diverse geographies, encompassing Egypt, Kuwait, UAE, and the broader Middle East region. Ahmad's leadership at SAB underscores dedication to excellence, collaboration, and customer satisfaction, epitomizing a vision for transformative growth in the pharmaceutical industry. As the MENA region continues to navigate dynamic market dynamics, Ahmad's strategic stewardship promises to propel Scientific Advanced Biotherapeutics toward new heights of success and impact. Having garnered invaluable experience and expertise, Ahmad embarked on his journey in Big Pharma at Novartis Pharma and Bristol Mayer Squibb, where he assumed various roles across multifaceted industry functions. Subsequently, he transitioned to the Gulf region, taking up the pivotal position of Country Manager at Actavis and Allergan At the helm of Scientific Advanced Biotherapeutics (SAB), Ahmad leads as a General Manager with a steadfast commitment to fostering innovation and advancing healthcare across the MENA region. His strategic insights and leadership acumen drive the company's mission of bridging the gap between global advancements and Let's delve deeper to learn more: Navigating the Biopharma Landscape in MENA 16 www.businessmindsmedia.com

19. Ahmad Saber General Manager Scientific Advanced Biotherapeutics 17 www.businessmindsmedia.com

21. MENA. His tenure in these esteemed organizations provided him with opportunities to navigate through evolving landscapes characterized by escalating dimensions and complexities. innovations, he envisioned a strategic imperative to bridge this gap through SAB. The company's unwavering dedication to bringing innovative medicines to the region underscores its resolve to combat prevalent diseases and enhance the quality of life for patients across the Middle East. Through these endeavors, Scientific Advanced Biotherapeutics continues to fortify its standing within the MENA pharmaceutical sector. , , Through his leadership at SAB, Ahmad is steadfastly committed to leveraging his extensive insights to propel the company toward realizing its vision of fostering innovation and advancing healthcare across the MENA region. The culmination of Ahmad's tenure in Big Pharma coincided with Teva's acquisition of part of Allergan Pharmaceuticals by the end of 2016, marking a significant juncture in his career trajectory. Fostering Pharmaceutical Innovation Fostering Trust and Talent in Biotech Partnerships The pivotal decision to transition to Scientific Advanced Biotherapeutics (SAB) stemmed from two fundamental realizations. Firstly, Ahmad observed a burgeoning trend in global business, wherein numerous groundbreaking innovations originated from smaller and mid-size biotech companies, a segment notably underrepresented in the MENA (Middle East and North Africa) region. Secondly, recognizing the absence of a cohesive representation across the Pan-MENA region to catalyze the adoption and dissemination of these transformative Ahmad emphasizes the company's unique blend of the robustness associated with large pharmaceutical entities and the nimbleness characteristic of smaller enterprises. The company maintains stringent standards and processes inherent to the pharmaceutical industry while retaining the ability to make agile and innovative decisions swiftly. Ahmad underscores the company's leadership prowess and expertise, which are instrumental in fostering meaningful partnerships with reputable entities. The company places utmost importance on a meticulous hiring process and offers comprehensive development programs to continually enhance the skills of its team members. Many team members have been integral to the company since its inception, sharing a collective passion and purpose. A primary objective for Scientific Advanced Biotherapeutics is to introduce specialty medicines to the Middle East region, underscoring its pivotal role in shaping the pharmaceutical ecosystem therein. The company endeavors to bridge existing gaps in the regional pharmaceutical landscape by importing innovative therapeutics from Western markets to address unmet medical needs. This strategic focus aligns seamlessly with the rising prevalence of lifestyle diseases such as diabetes, cancer, and heart disease in the region. Scientific Advanced Biotherapeutics prioritizes fostering a high level of engagement and cultivating a positive organizational culture to attract and retain top talent, which is crucial for the success of its partners' brands. As the company's partnerships expand, so does its team, with a corresponding elevation in organizational sophistication to meet evolving demands. Relationships shape destinies; they are the compass togrowth In inno Bioth in its agreem size them as cutting- absent in the as a novel market. line with its commitment to vation, Scientific Advanced erapeutics remains proactive efforts to secure licensing ents with small- and mid- companies, recognizing primary sources of edge advancements often the region. By doing so, company positions itself conduit for introducing products to the MENA The team at Scientific Advanced Biotherapeutics aligns closely with the company's values, beliefs, and ethical standards. Transparency in engagement with partners is a cornerstone of the company's approach, fostering trust and confidence among its stakeholders. Cultivating Regional Relationships for Growth Ahmad emphasizes the importance of cultivating robust relationships with 19 www.businessmindsmedia.com

22. , , Each c. Investment in technology solutions such as automation, data analytics, and digital platforms to enhance efficiency and decrease manual labor costs. career juncture marks a de?ning moment in one's trajectory d. Cultivate a culture of innovation within the organization to generate cost-saving ideas and explore new revenue streams. e. Implementation of continuous improvement initiatives such as Lean or Six Sigma to pinpoint cost-saving opportunities and drive ongoing efficiency enhancements. f. Employee engagement in cost-saving endeavors and provision of incentives to encourage the contribution of creative solutions leveraging their expertise and insight. regional stakeholders. This involves employing a multifaceted approach, including active communication, empathetic understanding of their needs and concerns, and showcasing the value proposition of the company within the region. and seminars, engaging with key opinion leaders, and utilizing market research and analytics tools. Facilitating Innovation in Global Healthcare Maintaining close ties with regulatory bodies, healthcare providers, and other pertinent stakeholders is vital for staying informed about regulatory changes, emerging therapies, and evolving consumer preferences. Regular market analysis and competitive intelligence initiatives are also integral, ensuring the company's agility and proactive response to market dynamics, thereby positioning it strategically ahead of the curve. From the outset, Scientific Advanced Biotherapeutics has positioned itself as a conduit for innovation, bridging the gap between Western advancements and the Eastern market. Through strategic partnerships, the company has successfully facilitated the entry of numerous global pharmaceutical firms into the region, leveraging its services and resources. Regular meetings, events, and networking endeavors, along with customized outreach initiatives to address specific issues or interests, are essential components of this strategy. These relationships play a pivotal role in shaping the company's growth trajectory. By fostering collaboration, garnering support for various initiatives, and nurturing a positive reputation within the community, Scientific Advanced Biotherapeutics can unlock new opportunities, forge strategic partnerships, and expand its market share in the region. Strategies for Cost Optimization and Innovation A core focus for Scientific Advanced Biotherapeutics is the introduction of innovative therapeutics and disruptive technologies that address unmet medical needs or enhance patient care beyond conventional standards. By offering a robust platform and structure, the company enables innovative enterprises to establish a presence in the region, collaborate with a capable local partner, and extend the reach of their innovations across multiple geographies in the MENA region. Ahmad outlines several strategies employed by the company to optimize costs while upholding quality and fostering innovation: Navigating Pharmaceutical Market Dynamics a. Identification of inefficiencies and streamlining workflows to minimize waste and enhance productivity, thereby facilitating cost savings. As General Manager, Ahmad underscores the necessity of remaining abreast of market trends within the pharmaceutical industry through a comprehensive strategy. This approach encompasses various activities such as monitoring industry publications, actively participating in conferences b. Negotiation of favorable terms with suppliers and service providers to reduce costs without compromising on quality. Navigating Pharmaceutical Shifts in Emerging Markets 20 www.businessmindsmedia.com

23. In the pharmaceutical landscape, significant shifts are underway both globally and within the MENA region. Ahmad acknowledges the region's increasing complexity, exacerbated by geopolitical, economic, and sanctions challenges. Accessing this market has become more daunting than ever, with limitations that were not present in the past. conducting comprehensive market research and soliciting feedback to discern their requirements, preferences, and pain points. mentoring, tailoring his guidance accordingly. B. Setting clear expectations for performance and career advancement, he provides employees with a clear path for growth and success within the organization. b) Maintaining open channels of communication with customers via various mediums such as email, phone, and face-to-face interactions to address queries, offer assistance, and gather feedback. c) Providing tailored solutions through personalized services that cater to the specific needs and challenges of individual customers. C. Ahmad offers regular feedback to team members, combining positive reinforcement with constructive criticism to help them identify areas for improvement and capitalize on their strengths. Globally, the pharmaceutical sector faces headwinds, including impending exclusivity losses and regulatory changes such as the Inflation Reduction Act (IRA) in the USA, posing substantial challenges to operations, pricing, research, and development. d) Ensuring the quality, safety, and efficacy of pharmaceutical products to not only meet customer expectations but also adhere to stringent regulatory standards. D. Actively seeking opportunities for team members to acquire new skills and expand their responsibilities, he encourages participation in challenging projects, cross-functional collaborations, and training initiatives. Despite these challenges, there are promising developments in medicine, particularly in areas such as biotechnology, rare disease therapies, personalized and gene therapy, targeted oncology therapies, and vaccines. However, the cost associated with these innovations may pose difficulties for emerging markets. e) Ensuring prompt delivery of products and services to fulfill customer demand and minimize disruptions to their operations. E. Leading by example, Ahmad embodies the values and behaviors he expects from his team, including integrity, professionalism, and a dedication to continuous learning and development. f) Offering ongoing support and assistance post-sale, encompassing product education, technical support, and troubleshooting to enhance customer satisfaction. In response to these shifts, pharmaceutical companies are becoming more selective about their geographical presence, opting to rely on reliable partners rather than maintaining a global footprint. This rationalization is particularly evident in emerging markets, including the MENA region. F. Empowering team members to take ownership of their work, he fosters a culture of innovation and initiative, encouraging exploration of creative solutions to challenges. g) Regularly seeking feedback from customers and utilizing it to refine products, services, and processes, thereby continually improving to better meet their needs and elevate overall satisfaction. G. Recognizing and rewarding team members for their contributions and achievements is paramount to Ahmad, whether through formal recognition programs, promotions, or other incentives, to ensure a motivated and engaged workforce. Fostering Team Growth Through Effective Leadership Against this backdrop, the business model offered by Scientific Advanced Biotherapeutics (SAB) has gained relevance and stability within the industry across emerging markets, transcending MENA alone. Ahmad emphasizes the importance of coaching, mentoring, and developing teams as fundamental aspects of effective leadership. He outlines his approach and strategies for nurturing talent within the organization: Enhancing Customer Satisfaction in Pharmaceuticals In the pharmaceutical industry, prioritizing customer satisfaction entails a series of crucial measures: a) Understanding customer needs by A. Recognizing the unique strengths, weaknesses, and career aspirations of each team member, Ahmad takes a personalized approach to coaching and 21 www.businessmindsmedia.com

24. A M U S T - H A V E F O R General Managers I N A R A B B U S I N E S S E S I n the growing markets of the Arab region, cultural competence has become an essential skill for general managers. Understanding the nuances of cultural dynamics not only enhances communication but also drives effective decision-making, team cohesion, and overall business success. This article explores why cultural competence is critical for general managers operating in Arab businesses and how it can be cultivated. Understanding Cultural Competence Cultural competence refers to the ability to interact effectively with people from different cultural backgrounds. It involves recognizing and respecting diverse cultural practices, values, and beliefs. For general managers in Arab businesses, this means understanding the unique cultural norms that shape the workplace and influence consumer behavior. The Arab region is marked by a rich tapestry of traditions, languages, and customs that vary widely between countries and communities. Therefore, a one-size- fits-all approach is ineffective. 22 www.businessmindsmedia.com

25. Cultural Competence The Importance of Cultural Competence in Arab Businesses for their cultural backgrounds, they are more likely to collaborate effectively and contribute innovative ideas. 1. Enhanced Communication 3. Better Decision-Making Effective communication is the backbone of successful management. In the Arab context, where language and dialect can vary significantly, cultural competence helps general managers convey messages clearly and respectfully. Understanding the subtleties of non-verbal communication, such as gestures and facial expressions, is equally important. General managers who are culturally aware can bridge gaps in communication, thereby reducing misunderstandings that may arise from cultural differences. Cultural competence enhances decision-making by incorporating various perspectives. General managers who appreciate different cultural viewpoints can make more informed choices that resonate with diverse stakeholders. This is particularly crucial when developing marketing strategies or launching new products. Understanding local customs and consumer preferences can lead to more successful business initiatives. 4. Stronger Client Relationships 2. Improved Team Dynamics In the Arab business environment, building relationships is fundamental to success. General managers who exhibit cultural competence are better positioned to establish trust with clients and partners. They can navigate social norms and etiquette, which vary across the region. By demonstrating respect for cultural practices, general managers can foster long-lasting relationships that benefit their organizations. A diverse workforce is common in many Arab businesses, especially in multinational corporations. General managers with cultural competence can create an inclusive environment where all employees feel valued and understood. This inclusivity fosters a sense of belonging, leading to higher employee morale and productivity. When team members feel appreciated 23 www.businessmindsmedia.com

26. 5. Adaptability to Market Changes enhances personal growth but also encourages a culture of inclusivity within the workplace. Cultural competence also equips general managers with the ability to adapt to changes in the market. The Arab region is experiencing rapid economic shifts driven by globalization and technological advancements. Understanding cultural trends allows general managers to anticipate changes in consumer behavior and preferences. This foresight enables them to adjust strategies accordingly, ensuring their businesses remain competitive. 4. Seeking Feedback Encouraging feedback from employees about cultural practices can provide insights into areas for improvement. General managers can create forums or surveys to gather input on how to enhance inclusivity and respect for diverse cultures within their teams. 5. Building Diverse Teams Developing Cultural Competence Hiring individuals from various cultural backgrounds can naturally enhance the cultural competence of a team. Diverse teams bring a range of perspectives and experiences, enriching the decision-making process and promoting innovative solutions. While some individuals may have an innate understanding of cultural dynamics, cultural competence can also be cultivated through education and experience. Here are some strategies for general managers looking to enhance their cultural competence: Conclusion 1. Education and Training Cultural competence is not merely a nice-to-have skill for general managers in Arab businesses; it is essential for success. By understanding and respecting cultural dynamics, general managers can enhance communication, improve team dynamics, and make informed decisions that resonate with diverse stakeholders. As the Arab region continues to grow and change, the ability to navigate its rich cultural will be a distinguishing factor for effective leadership. By prioritizing cultural competence, general managers can position their organizations for sustained success in an increasingly interconnected world. Participating in workshops or training programs focused on cultural awareness is a practical step toward developing cultural competence. These programs can provide insights into the specific cultures present in the Arab region, including traditions, values, and communication styles. 2. Immersive Experiences Spending time in different communities can provide invaluable firsthand experience. Engaging with local customs, attending cultural events, and building relationships with individuals from diverse backgrounds can deepen understanding and appreciation of different cultures. 3. Open-Mindedness and Curiosity General managers should approach cultural differences with an open mind. Being curious about other cultures and asking questions can foster learning and respect. This attitude not only 24 www.businessmindsmedia.com

27. , is one who knows the way, goes the way, and shows the way. - John C. Maxwell www.businessmindsmedia.com

28. Building Strong Teams Khalid Al-Khamisi Pioneering Leadership in Advertising lasting legacy in the advertising industry.,, understand how excellence is achieved in a world full of challenges and constant change, and to explore how creativity and leadership approaches can transform ideas and team energies into successful marketing campaigns that leave a profound impact in the hearts and minds of public and clients. Navigating Growth and Challenges in Communications! I influential marketing campaigns and messages that leave an imprint on the minds of the public, inspiring leadership figures emerge in this field who pursue vision and innovation. n the world of advertising and digital communication, where creative ideas are embodied in Always looking forward and striving for excellence is what will enable you to leave an impactful and We are pleased to host in this special meeting one of these leaders, Mr. Khaled Al-Khamisi, Director- General of Mood Integrated Communication Company. obstacles confronted by companies from that vantage point. The decision to transition into ownership of a marketing agency, particularly the acquisition of Mood Company during a challenging period, was not without risks yet remained inherently motivating. Collaborating with his brother, Khalid assumed full management responsibilities within the company, ultimately culminating in the complete acquisition of Mood Company two years later. This strategic move set the stage for subsequent growth and development initiatives. With many years of experience and rich experiences in the advertising industry, Mr. Al-Khamisi contributed to transforming Mood Company into one of the prominent names in the advertising and digital communication market in the Kingdom, achieving remarkable achievements and contributing to raising the level of creativity and quality in marketing campaigns. Let's delve in to learn more: Transformative Leadership in Integrated Communications Khalid's professional journey commenced in 2012, marking a pivotal transformation in his career trajectory. Previously, Khalid had been situated on the client side of marketing agencies, affording him a deep understanding of the challenges and It is a rare opportunity to dive into the mindset of one of the advertising industry's most prominent leaders, to Central to Khalid's leadership philosophy is the ethos of seeking out competencies and empowering 26 www.businessmindsmedia.com

29. Khalid Al-khamisi General Manager Mood Integrated Communication 27 www.businessmindsmedia.com

30. ,, individuals as valued business partners. This approach hinges upon instilling unwavering trust and granting individuals the autonomy to shoulder responsibilities. It is not merely a theoretical framework but an ingrained aspect of Mood Company's organizational culture. Khalid firmly believes in the pivotal role of personnel selection and fostering an environment conducive to innovation and personal growth, thereby fostering positive impacts on the company's overall performance. Investing in technology and innovation is not an option, but a necessity. initiatives in alignment with the Kingdom's Vision 2030. This strategic pivot served as a significant motivator. standing out necessitates meticulous strategies and precise execution. At Mood Integrated Communication, a customer-centric philosophy underpins our operations, firmly believing that genuine success stems from our ability to comprehend and address our client's needs in innovative, adaptable, and impactful ways. The establishment of an office in Riyadh in 2017 marked another pivotal moment, facilitating geographic expansion and fostering enhanced communication with clients across the Kingdom. This expansion precipitated accelerated growth, buoyed by the trust bestowed upon the company by numerous government agencies through the awarding of major contracts for communications campaigns. This trust served as a testament to the quality and efficiency of Mood Integrated Communication's services while simultaneously fueling a drive to explore new and innovative avenues to better serve clients. Through this concerted approach, Mood Company has not only navigated and surmounted various challenges but has also laid robust foundations for a prosperous future in the realm of integrated communications. Central to our approach is the continual and effective communication with our clients. We prioritize ensuring that our team remains readily accessible to address client inquiries and provide necessary support promptly, flexibly, and efficiently. This unwavering commitment to effective communication not only fosters trust but also cultivates robust relationships with our clients, laying the groundwork for enduring partnerships. Navigating Growth and Innovation in Advertising From its inception in Dubai to its emergence as a premier advertising agency in the Kingdom of Saudi Arabia, Mood Integrated Communication Company has navigated a journey marked by challenges and achievements, shaping its trajectory and affirming its standing in this dynamic industry. Following the company's acquisition, a concerted effort was made to assemble a distinguished, efficient, and innovative workforce pivotal to the successful management of projects and the realization of tangible results. Attaining a prominent position in the market was no easy feat, yet through an unwavering commitment to excellence, innovation, and persistent effort, Mood Integrated Communication succeeded in building a trusted brand relied upon by both corporate entities and government institutions alike. The company remains steadfast in its dedication to further building upon these sturdy foundations, maintaining a steadfast focus on innovation and quality across its comprehensive suite of advertising services. Moreover, we place significant emphasis on cultivating a professional work environment conducive to creativity and loyalty. By fostering a familial atmosphere that encourages effective communication and mutual support among team members, we aim to nurture a culture of collaboration and excellence within our organization. One strategic decision that significantly impacted the company's trajectory was the expansion into the government sector alongside its private sector endeavors. This shift represented more than just a broadening of service offerings; it underscored Mood Integrated Communication's role as a strategic partner in developing and executing advertising campaigns that spotlight the capabilities and positive impact of various government Tailored Solutions for Lasting Impact Embracing a customer-centric approach entails delving deep into the visions and objectives that each client aims to realize through their projects. Recognizing that success in the advertising realm hinges on providing innovative and tailored solutions, Elevating Communication and Collaboration In an increasingly competitive landscape, achieving distinction and 28 www.businessmindsmedia.com

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32. Mood Integrated Communication prioritizes meeting the diverse needs of clients spanning entertainment, commercial, governmental, and other sectors. the highly significant and competitive Saudi market, demands adept adaptation to evolving market dynamics. At Mood Integrated Communication, a strategic approach emphasizing continuous innovation and uncompromising quality is upheld to sustain the company's leadership position. When identifying individuals who align with the company's vision, Khalid views them as colleagues and partners in the shared journey toward achieving common objectives. He firmly believes that as one ascends the managerial hierarchy, it is essential to recognize that subordinates and team members are not mere instruments for goal attainment but individuals with personal lives and circumstances that may impact their professional endeavors. To achieve this, the company adopts a collaborative partnership model with clients from inception. Beginning with listening sessions and comprehensive analysis, Mood Integrated Communication meticulously discerns clients' expectations and requirements. A commitment to engaging specialists in each client's domain underscores the company's approach, ensuring that project teams are meticulously selected to align skills and expertise with specific client needs. A cornerstone of this strategy involves a thorough understanding of the market landscape and discerning customer needs through comprehensive market studies. This insight enables the company to craft distinctive offerings that not only meet customer expectations but also surpass competitors' offerings by delivering innovative advertising solutions tailored to individual client requirements. As such, Khalid prioritizes valuing employees based on the genuine value they bring to the company rather than superficial metrics such as punctuality. These principles not only foster a culture of creativity and innovation within the team but also contribute to the fulfillment of the company's objectives and its overarching vision of being the premier partner for clients, providing innovative marketing and advertising solutions that amplify their success in the market. In certain instances, collaboration with freelance professionals proves optimal, particularly for projects necessitating rare or highly specialized skills. This strategic approach enables Mood Integrated Communication to leverage diverse and unique experiences, augmenting creative and technical capabilities to deliver exceptional outcomes for clients. Central to the company's approach is a focus on delivering high-added value rather than pursuing excessive profits. Mood Integrated Communication espouses the belief that sustainable success is rooted in cultivating enduring relationships with clients, thereby prioritizing the delivery of exceptional quality and excellence across every project undertaken. This steadfast commitment to quality not only fosters client trust but also garners positive recommendations, thereby bolstering the company's reputation within the market. Navigating Challenges, Embracing Opportunities From Khalid's perspective, the advertising industry in the Kingdom of Saudi Arabia grapples with various challenges and opportunities concurrently. Foremost among these challenges are the rapid technological advancements and shifts toward digitization. The burgeoning dominance of digital media and online marketing necessitates that marketing companies remain agile and innovative in their utilization of digital marketing techniques to effectively reach target audiences and attain success. The tangible impact of this approach manifests in the delivery of advertising solutions that authentically reflect clients' identities and effectively propel them toward their objectives. By adeptly understanding client needs and applying specialized expertise, the company crafts campaigns that leave a lasting impression and bolster brand presence in the market. Mood Integrated Communication gauges its success by the success of its clients, thereby fueling a commitment to ongoing innovation and continual refinement of strategies and methodologies. Fostering Innovation through Human-Centric Leadership Khalid emphasizes the importance of fostering a collaborative and innovative work culture that honors the intrinsic value of each team member. In the realm of creative marketing, the imperative for innovation and adaptation remains constant, sometimes necessitating difficult decisions regarding personnel changes to ensure optimal contributions to the company. Additionally, the industry faces hurdles in pinpointing and engaging the right audience while delivering messages that resonate within the diverse Saudi market. Innovative Excellence for Market Leadership Remaining at the forefront of the advertising sector, particularly within Nevertheless, amidst these challenges 30 www.businessmindsmedia.com

33. lie significant opportunities for the advertising industry in the Kingdom. The escalating utilization of social media and the expanding digital marketplace present novel avenues to engage with audiences and cultivate robust relationships with potential customers. Marketing companies can leverage these opportunities by crafting integrated digital marketing strategies that precisely target desired audiences and foster heightened interaction and engagement. Moreover, with the growing recognition of the significance of personalized marketing and customer experience, marketing firms can enhance their offerings and deliver distinctive customer experiences to cultivate trust and loyalty. steer the advertising and communication industry toward leveraging local expertise steeped in patriotism and authenticity. Within Mood, there's a firm conviction that local companies in the Kingdom possess unique capabilities that can be harnessed to serve the community and bolster the local economy. industry in the region. This entails elevating standards of creativity and excellence while advocating for marketing strategies that prioritize value and significance. By merging local authenticity with global standards in creativity and innovation, the aim is to fortify the Saudi market's position as a premier hub in the advertising and communications industry. This, in turn, contributes to reinforcing cultural identity and fostering economic growth within the region. The overarching goal is to redefine the market's perception of advertising and publicity, with a specific emphasis on creativity as a foundational element in all campaigns, including those pertaining to government communication. Recognizing the intelligence and discerning nature of the Saudi consumer, the commitment lies in meeting their expectations by delivering innovative and inspiring advertising campaigns. Fostering Innovation, Building Legacies Khalid harbors a vision for Mood Integrated Communication to leave a lasting and impactful legacy within the Saudi advertising arena, characterized by innovation, excellence, and an unwavering commitment to delivering effective and inventive advertising solutions tailored precisely to clients' needs. Elevating Saudi Advertising Landscape Khalid envisions a future for Mood Integrated Communication that capitalizes on the immense potential of the Saudi market. His objective is to Khalid perceives Mood Integrated Communication's future role as pivotal in shaping the trajectory of the advertising and communications 31 www.businessmindsmedia.com

34. INSIGHTS FROM General in the Arab Market I n today's competitive business environment, strong teams are essential for organizational success, particularly in the Arab market. General managers play a crucial role in shaping team dynamics, driving performance, and cultivating a culture of collaboration. Insights from seasoned general managers reveal key strategies that can help build strong teams tailored to the unique characteristics of the Arab business world. built through face-to-face interactions, and managers are encouraged to invest time in understanding their team members' backgrounds and perspectives. By demonstrating cultural sensitivity, managers can create an inclusive environment where all team members feel valued. Prioritizing Communication Effective communication is the cornerstone of successful team dynamics. General managers must establish clear channels for communication, ensuring that all team members are informed and engaged. This includes not only providing updates on organizational goals but also encouraging open dialogue where team members can express their thoughts and concerns. Understanding the Cultural Context The Arab market is marked by diverse cultural backgrounds and traditions. General managers must recognize that cultural understanding is foundational for effective team building. They should be aware of various communication styles, values, and social norms that shape interactions among team members. Regular team meetings, one-on-one check-ins, and feedback sessions are effective tools for fostering communication. In these settings, managers should actively listen to their team members and validate their input. For instance, in many Arab cultures, personal relationships are significant in professional settings. Trust is often 32 www.businessmindsmedia.com

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36. This approach not only empowers employees but also encourages a sense of ownership over their work. seminars, and online courses. This commitment to development not only boosts employee morale but also demonstrates that the organization values its workforce. help managers make necessary adjustments. Encouraging Diversity and Inclusion Promoting Collaboration Diversity is a strength that can drive innovation and creativity within teams. General managers should actively promote diversity in hiring practices and ensure that all voices are heard. An inclusive environment encourages different perspectives, leading to more comprehensive solutions to problems. Building Trust Collaboration is essential for harnessing the diverse skills and perspectives within a team. General managers can promote collaboration by creating opportunities for team members to work together on projects. This might include cross-functional teams, joint problem-solving sessions, or brainstorming activities. Trust is fundamental to the success of any team. General managers must create a culture of trust by being transparent and accountable. This involves sharing information openly, acknowledging mistakes, and providing constructive feedback. Training on diversity and inclusion can raise awareness among team members and foster an understanding of the value of varied backgrounds. General managers should lead by example, demonstrating inclusive behavior in their interactions with team members. Moreover, establishing shared goals can unify the team and create a sense of purpose. When team members understand how their contributions fit into the larger organizational objectives, they are more likely to collaborate effectively. General managers should celebrate team achievements, reinforcing the importance of working together towards common goals. One effective way to build trust is by involving team members in decision- making processes. When employees feel their opinions matter, they are more likely to invest in the team's success. General managers should solicit input on important initiatives and respect diverse viewpoints. Conclusion Building strong teams in the Arab market requires a nuanced understanding of cultural dynamics, effective communication, and a commitment to employee development. General managers play a pivotal role in shaping team dynamics, promoting collaboration, and fostering trust. By prioritizing these strategies, they can create an environment where teams thrive, driving organizational success in a competitive world. The insights from experienced general managers highlight the importance of adapting leadership approaches to meet the unique needs of diverse teams, ultimately leading to enhanced performance and innovation. Moreover, recognizing and celebrating individual contributions fosters a sense of belonging. Acknowledgment can come in various forms, such as verbal praise, awards, or team celebrations. These actions reinforce a culture where team members feel appreciated and valued. Emphasizing Employee Development Investing in employee development is a key strategy for building strong teams. General managers should prioritize training and skill development opportunities for their team members. This not only enhances individual capabilities but also strengthens the overall performance of the team. Adapting Leadership Styles Different teams may require different leadership approaches. General managers should be adaptable, adjusting their leadership style to meet the needs of their teams. For instance, a team of seasoned professionals may benefit from a more hands-off approach, allowing for autonomy and self-direction. Conversely, newer teams may require more guidance and support to develop their capabilities. Mentorship programs can be particularly effective in the Arab market, where personal connections often play a significant role in professional growth. Pairing less experienced employees with seasoned mentors can facilitate knowledge transfer and foster a supportive learning environment. By being aware of the strengths and weaknesses of their team members, general managers can tailor their leadership style to maximize effectiveness. Regularly assessing team dynamics and soliciting feedback can Additionally, general managers should encourage continuous learning by providing access to workshops, 34 www.businessmindsmedia.com

37. www.businessmindsmedia.com success will naturally follow., , Don't worry about being successful but work toward being significant and the - Oprah Winfrey

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