Leading and Governing the ‘Room for Imagination’ of the UAE Provider of Integrated Ceramics Solutions

Abstract

This case discusses the growth and development of Ras Al Khaimah (RAK) Ceramics, a global manufacturer of high-quality ceramics, gres porcellanato wall and floor tiles, faucets and sanitary ware. From its launch in 1989 in the United Arab Emirates (UAE), RAK Ceramics’ ambition is to provide lifestyle solutions for walls, floors, bathrooms, kitchens and large iconic buildings locally and in the broader Middle Eastern region and beyond. The case analyses internal predispositions and corporate governance frameworks that allowed the company to evolve from a domestically focused ceramics company to an organization with a solid international presence in a short period. Despite multiple challenges that constantly impact the ceramics industry, the company was able to navigate through external changes by preserving the focus on the core business and staying at the forefront of innovative trends to integrate advanced technological solutions into its products. With its current corporate standing and considering the evolving macro-environmental trends, what strategic actions should be pursued by RAK Ceramics to sustain its rate of corporate growth and enhance its position in the global ceramics industry?