| Pub. Date | : Dec' 2023 |
|---|---|
| Product Name | : The IUP Journal of Case Folio |
| Product Type | : Article |
| Product Code | : IJCF031223 |
| Author Name | : Shwetha Kumari and Jitesh Nair |
| Availability | : YES |
| Subject/Domain | : Management |
| Download Format | : PDF Format |
| No. of Pages | : 18 |
The case describes how BEEAH Group, a public-private partnership initiative in the UAE, went on to build an integrated business model that offered end-to-end waste management services using digital technologies. The case touches upon the challenges and situation prevailing in the Middle East and North Africa (MENA) region in the early 2000s when the company decided to enter the waste management space through an Emiri decree. It also touches upon how BEEAH restructured itself into a holding company to win large projects and expand into other countries like Egypt and Saudi Arabia in the MENA region. BEEAH decided to move beyond waste management into renewable energy, environmental consulting, and radioactive waste management. The company also decided to diversify into the healthcare industry and partnered with two world-renowned medical institutions from Boston, Massachusetts, US, to develop the Jawaher Boston Medical District, a future-ready innovative patient-centric healthcare network ecosystem. Was the timing right for the company to diversify its operations and move into healthcare and radioactive waste management services and become a pioneering force for sustainable solutions across the MENA region? Would BEEAH's partnership-based model become a successful business model for waste management industry in the MENA region?
Sustainability and digitalization are the twin pillars that drive an economy of the future, and at the core of our strategy at Bee'ah.i
- Khaled Al Huraimel, CEO, BEEAH Group, April 28, 2020
By employing future technologies and AI vision to optimize material recovery, we are accelerating towards zero-waste targets and creating positive impact for society, the environment and the circular economy.ii
- Khaled Al Huraimel, CEO, BEEAH Group, October 3, 2022
On April 12, 2023, BEEAH Group (BEEAH), a recycling and waste management company based in Sharjah, became the first business working in the area of sustainability to join the UAE International Investors Council, a coalition of major Emirati1 public-private partnership companies that had successfully established a significant presence in international markets.