Taffi was a tech-enabled fashion styling startup founded by Shahad Geoffrey in Saudi Arabia in 2020. Within three years of operating, Geoffrey had pivoted the business multiple times. In 2023, Geoffrey was attempting the business's most ambitious pivot yet, shifting away from a consumer facing online fashion stylist marketplace to a B2B model offering an AI-powered fashion styling advisor. The timing seemed right as the AI market in the region was booming, backed by the Saudi government. There was also virtually no competition. Moreover, large businesses had expressed an interest in signing up. The trouble was the AI was not ready yet, it could not generate styling advice on its own and still partially relied on input from the freelance stylists that Taffi attracted through the marketplace. Was this the right time for Taffi to pivot? The case chronicles the founding of Taffi, the pivots it made and why, and describes the challenges Geoffrey faced during her journey of entrepreneurship and how she addressed them. The case serves to provide a founder's account of setting up and operating a startup in Saudi Arabia. The case also explores how Saudi Arabia stimulated the development of a startup ecosystem through a multi-pronged approach, and provides a background venture funding in the region.

Hosam Arab (MBA 2009), cofounder and CEO of Tabby, a Saudi-based fintech startup, raised its Series D funding round in October 2023, four years after its inception, valuing it as a regional unicorn. Tabby's core product, a buy-now-pay-later (BNPL) service, allowed consumers to split payments into four equal installments without fees. The company earned revenue by charging commissions to partnered merchants, ensuring low customer acquisition costs-a key element of Tabby's model that facilitated rapid and cost-effective scaling. However, Tabby encountered a significant challenge in Saudi Arabia, its main market, where key retailers demanded adopting a competitor's pricing model that involved charging end consumers for BNPL services instead of merchant fees. This situation forced Tabby to consider whether to adhere to its consumer-friendly approach that spurred its growth or to adjust its strategy due to competitive pressures. The dilemma raised questions about the future standard for charging end consumers and whether Tabby should conform or maintain its original model. The case details Tabby's journey from its founding to October 2023, highlighting its business model focused on indirect consumer acquisition and risk management. It also outlines how Tabby gained a competitive edge, selected and partnered with merchants, and leveraged BNPL as a tool for expansion into related products, thereby diversifying consumer monetization strategies.

Nuwa Capital (Nuwa) was a venture capital firm based in Dubai in the United Arab Emirates and Riyadh in Saudi Arabia. The business was founded in 2020 by Khaled Talhouni and his partners Sarah Abu Risheh, and Stephanie Nour Prince (they were later joined by Nitin Reen and Victor Sunyer). Together, they had a combined experience of nearly 20 years investing in over 300 companies, including some of the Middle East and North Africa's most successful startups. In a startup ecosystem as nascent as theirs, their track record eclipsed most other firms. By August 2021, Nuwa had achieved a first close on its fund and, in response to changing market conditions, pivoted their investment thesis to earlier stage startups. One of the industries they decided to invest in was foodtech, and they had been in advanced stages of conversations with Calo, a Bahrain based foodtech player. The team was conducting their already accelerated due diligence when they received word that another investor had just met Calo and was willing to take Nuwa's spot. Promising founders like Calo's were hard to come by and Nuwa had to decide quickly. The problem was that Calo did not, on the surface, fit Nuwa's thesis. However, it had the potential to only after a pivot. The case chronicles the founding of Nuwa and describes the challenges faced by entrepreneurs and investors in the Middle Eastern startup ecosystem, and Nuwa's decision to pivot their investment thesis. The case also explores how Saudi Arabia and Dubai stimulated the development of a startup ecosystem through a multi-pronged approach. The case then describes Calo, its industry, and Nuwa's investment thesis, and explores whether Nuwa should invest in Calo.

This case is written to help students explore how companies can maintain and develop trust while innovating, how to identify and respond effectively to warning signs that they may not be as trusted as they believe, and how being trusted can aid in expanding and growing a business. In June 2021, Mikhail Lomtadze, co-founder and CEO of Kaspi.kz (Kaspi), the number one player in digital payments, fintech, and online commerce in Kazakhstan, was weighing paths to future growth. In the fourteen years since he became CEO, Lomtadze had transformed the business from a commercial bank into a leading technology company. By 2014, Kaspi had built an impressive ecosystem of three planforms: fintech products, digital payment products, and an online marketplace. Yet that same year, a bank run fueled by misinformation made it clear to Lomtadze that Kaspi wasn't as trusted as he thought. In 2017, Kaspi unrolled a super-app, fulfilling a vision they'd had from the get-go of being a one-stop shop for all the products and services they offered. In 2020, Kaspi turned its attention to new customers, creating a suite of products to make merchants' lives easier, and collaborated with the government to begin digitalizing the most used public services. Kaspi's products enjoyed widespread adoption and were used by about 50 percent of Kazakhstan's population that year. As Lomtadze considered expanding outside of Kazakhstan, he wondered if Kaspi could successfully export its company culture and approach to building trust, and how Kaspi's image as a homegrown brand could be used as an asset to its expansion strategy. In addition to the main case, two short cases on management's response to the 2014 bank run, designed to be taught in class, provide a striking example of a successful response to a trust crisis and show how lessons learned can help companies become even more trusted by customers and employees.

In 2017, Fatih Uysal (AMP 2021) became CEO of Kariyer.net. By then, the business was already the industry leading online job board in Turkey. However, faced with stalling growth, a turbulent macroenvironment, and growing competition from international players, Uysal kicked off a transformation of the business from an online job board to a horizontally diversified recruitment company, powered by Artificial Intelligence (AI). The case chronicles the transformation, highlighting new AI-driven tools built both for internal use and as products to be sold. The case also describes two new business lines (employer branding services/ virtual job fairs, and an online tech-talent job board coupled with training services) that showed potential to become new core products. By 2023, Uysal and his team were targeting doubling revenue and growing the contribution of non-job ad revenues from 30% to 50% of the total over the next three years. Uysal and his team were constantly balancing exploring promising new products and verticals against doubling down on those generating revenue today. In order to reach their financial targets, Uysal and his team were debating not only which product(s) to pursue but how to do so efficiently.

Allianz Turkey is a property casualty insurance company operating in a region experiencing increasing losses from natural catastrophe events related to climate change, for example hail, wildfire, and flooding. There are also substantial other natural catastrophe exposures including earthquakes. The operating environmnent includes high inflation and worsening exhange rates, both of which make it challenging to set premiums and to resolve claims when those milestones can occur years apart. In many ways the existence of these natural and financial pressures and the high awareness among the population of natural catastrophe hazards makes Turkey a precursor to what might occur in Europe and North America in the face of possible increasing perils related to climate change. The company has a dilemma at the time of the case regarding how to satisfy customers and settle claims from a hailstorm without historic precedent, which damaged tens of thousands of automobiles as well as other assets. How should the company satisfy these customers today? Should it avoid writing policies in higher risk areas in the future? Are there other ways to identify and manage risks in addition to contracts? The "B" case discusses the earthquake of 2023 and the "C" case discusses information technology, sensors, and predictive analytics that the company now uses to help manage the onset of and response to natural catastrophe situations.

Allianz Turkey is a property casualty insurance company operating in a region experiencing increasing losses from natural catastrophe events related to climate change, for example hail, wildfire, and flooding. There are also substantial other natural catastrophe exposures including earthquakes. The operating environment includes high inflation and worsening exchange rates, both of which make it challenging to set premiums and to resolve claims when those milestones can occur years apart. In many ways the existence of these natural and financial pressures and the high awareness among the population of natural catastrophe hazards makes Turkey a precursor to what might occur in Europe and North America in the face of possible increasing perils related to climate change. The company has a dilemma at the time of the case regarding how to satisfy customers and settle claims from a hailstorm without historic precedent, which damaged tens of thousands of automobiles as well as other assets. How should the company satisfy these customers today? Should it avoid writing policies in higher risk areas in the future? Are there other ways to identify and manage risks in addition to contracts? The "B" case discusses the earthquake of 2023 and the "C" case discusses information technology, sensors, and predictive analytics that the company now uses to help manage the onset of and response to natural catastrophe situations.

Allianz Turkey is a property casualty insurance company operating in a region experiencing increasing losses from natural catastrophe events related to climate change, for example hail, wildfire, and flooding. There are also substantial other natural catastrophe exposures including earthquakes. The operating environment includes high inflation and worsening exchange rates, both of which make it challenging to set premiums and to resolve claims when those milestones can occur years apart. In many ways the existence of these natural and financial pressures and the high awareness among the population of natural catastrophe hazards makes Turkey a precursor to what might occur in Europe and North America in the face of possible increasing perils related to climate change. The company has a dilemma at the time of the case regarding how to satisfy customers and settle claims from a hailstorm without historic precedent, which damaged tens of thousands of automobiles as well as other assets. How should the company satisfy these customers today? Should it avoid writing policies in higher risk areas in the future? Are there other ways to identify and manage risks in addition to contracts? The "B" case discusses the earthquake of 2023 and the "C" case discusses information technology, sensors, and predictive analytics that the company now uses to help manage the onset of and response to natural catastrophe situations.

Masdar City broke ground in 2008 and was conceived by the Abu Dhabi government to be an international beacon of innovation in sustainable energy and real estate. It was also to be a profitable investment for the government. At first glance, the two goals pulled in opposite directions as conventional wisdom at the time claimed that building sustainably inevitably came at a premium. Over time, with each new project, Masdar learned more on how to balance building sustainably with being profitable. Masdar had financed all of its developments through equity but in 2020 was considering using debt for the first time through a "Green REIT" that was to be made up of a selection of Masdar's own properties. The question was how would this affect Masdar's ability to innovate, complete building the city, and continue to balance sustainability and cost. The case chronicles Masdar's learning journey with each of its major developments from inception to 2020 and provides students an opportunity to understand the thought processes, inner workings, and design approaches that Masdar followed in the pursuit of balancing cost and sustainability. It also allows students to consider different approaches to financing a real estate development and the implications those approaches can have.

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of international pizza giants who had been operating in the country for nearly two decades. That was when Maestro found itself locked into a costly, seemingly relentless, multi-year marketing and pricing war with the market leader at the time; Domino's pizza. This series of cases (from A to H) chronicles Maestro's journey from inception up to 2020 and the various challenges it faced. This multi-part case study provides students with the opportunity to reflect at key inflection points for Al Omran and his team as a result of the competition with Domino's and changing market conditions.

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of international pizza giants who had been operating in the country for nearly two decades. That was when Maestro found itself locked into a costly, seemingly relentless, multi-year marketing and pricing war with the market leader at the time; Domino's pizza. This series of cases (from A to H) chronicles Maestro's journey from inception up to 2020 and the various challenges it faced. This multi-part case study provides students with the opportunity to reflect at key inflection points for Al Omran and his team as a result of the competition with Domino's and changing market conditions.

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of international pizza giants who had been operating in the country for nearly two decades. That was when Maestro found itself locked into a costly, seemingly relentless, multi-year marketing and pricing war with the market leader at the time; Domino's pizza. This series of cases (from A to H) chronicles Maestro's journey from inception up to 2020 and the various challenges it faced. This multi-part case study provides students with the opportunity to reflect at key inflection points for Al Omran and his team as a result of the competition with Domino's and changing market conditions.

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of international pizza giants who had been operating in the country for nearly two decades. That was when Maestro found itself locked into a costly, seemingly relentless, multi-year marketing and pricing war with the market leader at the time; Domino's pizza. This series of cases (from A to H) chronicles Maestro's journey from inception up to 2020 and the various challenges it faced. This multi-part case study provides students with the opportunity to reflect at key inflection points for Al Omran and his team as a result of the competition with Domino's and changing market conditions.

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of international pizza giants who had been operating in the country for nearly two decades. That was when Maestro found itself locked into a costly, seemingly relentless, multi-year marketing and pricing war with the market leader at the time; Domino's pizza. This series of cases (from A to H) chronicles Maestro's journey from inception up to 2020 and the various challenges it faced. This multi-part case study provides students with the opportunity to reflect at key inflection points for Al Omran and his team as a result of the competition with Domino's and changing market conditions.

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of international pizza giants who had been operating in the country for nearly two decades. That was when Maestro found itself locked into a costly, seemingly relentless, multi-year marketing and pricing war with the market leader at the time; Domino's pizza. This series of cases (from A to H) chronicles Maestro's journey from inception up to 2020 and the various challenges it faced. This multi-part case study provides students with the opportunity to reflect at key inflection points for Al Omran and his team as a result of the competition with Domino's and changing market conditions.

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of international pizza giants who had been operating in the country for nearly two decades. That was when Maestro found itself locked into a costly, seemingly relentless, multi-year marketing and pricing war with the market leader at the time; Domino's pizza. This series of cases (from A to H) chronicles Maestro's journey from inception up to 2020 and the various challenges it faced. This multi-part case study provides students with the opportunity to reflect at key inflection points for Al Omran and his team as a result of the competition with Domino's and changing market conditions.

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of international pizza giants who had been operating in the country for nearly two decades. That was when Maestro found itself locked into a costly, seemingly relentless, multi-year marketing and pricing war with the market leader at the time; Domino's pizza. This series of cases (from A to H) chronicles Maestro's journey from inception up to 2020 and the various challenges it faced. This multi-part case study provides students with the opportunity to reflect at key inflection points for Al Omran and his team as a result of the competition with Domino's and changing market conditions.

The case opens in August 2021, as Habib and Shahysta Hassim, husband and wife co-founders of the data labeling company SmartOne, contemplate the strategy of the high growth company. Between 2016 and 2021, SmartOne had kept doubling its size every two years and now, with its workforce of 1,000, it was annotating data for global tech clients. The case provides a background on SmartOne's journey from call center operations to data labeling and elaborates on the company's operating and business model, providing details on processes such as: recruiting, training, managing the workforce, project management, and quality control. The case also provides a background on data labeling, data pipeline and the AI factory (a term explained in the case which represents the AI industry value chain) for larger context and gives an overview of the competitive environment. In August 2021, the co-founders needed a strategy to shape the company's future. Where in the AI factory could SmartOne position itself to remain relevant and take a piece of the evolving pie? Should the company grow upstream, to become a full data pipeline provider, or downstream into developing algorithms?