The First Superbrand in Knowledge Economy in the UAE: Morison Menon in a Mission of Building Better Business Globally

  • Nikola PerovicEmail author
Conference paper
Part of the Advances in Science, Technology & Innovation book series (ASTI)


This case study is focused on Morison Menon, the company primarily active in auditing, accounting and consulting, which has received Superbrand consequently for three years, from 2014 till 2016. The objective of the case study is to explain an impact of Corporate Social Responsibility on the grant of Superbrand recognition. The method of the research is qualitative using semi-structured interviews with the top managers. This company, headquartered in Dubai, has many locations in the UAE: Business Bay and Jebel Ali in Dubai, Abu Dhabi, Sharjah and Ras Al Khaimah. Internationally, the company operates in India, Qatar, Bahrain and Oman. The company is an affiliation of Morison International Group, founded in the UK in 1989. The core competencies of the company are huge knowledge of local market of the UAE, and accumulated expertize of 300 years measured by the experience of its senior managers and partners. The company possesses specialized knowledge in accounting, management consulting, due diligence, different knowledge on industries, such as the health-care industry, IT, etc., and all these specializations differentiate the company compared to its competitors, the top four global players in this industry (PricewaterhouseCoopers, headquartered in the UK; Deloitte Touche Tohmatsu Limited, headquartered in the USA; Ernst & Young, headquartered in the UK; and KPMG, headquartered in the Netherlands). This case study is focused on the company’s pathway to “super brands” through committed social responsibility.


Brand Social responsibility Knowledge economy 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Higher Colleges of TechnologyDubai Women’s CollegeDubaiUAE

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