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Unveiling Innovation & Culture in the Middle East

Thursday March 24, 2022 - 10:00 to 11:15 CET

In this webinar, our expert speakers will guide you through the intricacies of doing business in the Middle East. Amer Bitar and Omar Shroof will talk about the cultural aspects of doing business in this region as well as the innovation environment and trends.

This webinar was organised in collaboration with the Chamber of Commerce in Luxembourg, Enterprise Europe Network, B2Fair, and Expo2020 Dubai UAE-Luxembourg as a part of the Virtual follow -up day of the Connecting Business, Creating Growth Dubai World Expo 2020.




Unveiling Business Culture & Innovation in the Middle East from Luxembourg Chamber of Commerce on Vimeo.



Amer is an entrepreneur, academic researcher, and international executive specializing in media & sports entertainment. He has worked with a range of institutions, and he has +25 years of professional experience in international development and monetization strategies.
Currently, Amer is an associate partner at Hofstede Insights, focusing on cross-cultural management and the Middle Eastern culture, also he is the founder and CEO of the leading licensing company Markettcom.

Amer was born in Damascus, Syria. His education includes a BS in Economics from Damascus University, graduate studies in International Business from McGill University, an Executive MBA from Uninversité du Québec à Montréal in Canada, and a doctorate in Business Administration from Bradford University in the UK.

Amer is also an academic researcher, his research interests include aesthetic leadership, visual representations, cross-cultural management, discourse analysis, social and cultural aspects of leadership in the Arab region.
Amer is the author of the 2020 academic book, Bedouin Visual Leadership in the Middle East: The Power of Aesthetics and Practical Implications, a study that focuses on leadership as a visual discourse and explores the construction of this discourse within the context of Bedouin Arabia, and the Middle East more broadly. It is part of the book series Palgrave Studies in Business, Arts and Humanities.



Omar Shroof has twelve years of consulting experience in areas such as; Strategy Development, Strategy Management, Quality Management and Improvement, Performance management, and managing Compliance with international quality requirements. Prior to Joining Tantum Group, Omar served as the Strategy Management manager for the Executive Council (the centre of Dubai Government) for two years. Prior to that Omar worked with Palladium as the regional business manager. During this period he led and contributed to several projects of implementing Strategy Management system in public and private organizations. This included the Ministry of Planning in Jordan, Electricity and Water Authority in Dubai, Mobily in Saudi, Jordan Telecommunication, Waqood in Qatar and others.

Omar worked with EJADA, on the EU project for modernization of industry in Jordan. His role was an advisor to the Direct Support to SMEs where he completed studies of several private-sector companies and developed strategies and action plans. He also worked with the Policy Support and Institutional Strengthening where he worked with several governmental entities to develop institutional capabilities and National strategies for the development of several economic sectors. Prior to this Omar worked as Quality Assurance and Improvement Manager in a leading pharmaceutical company in Jordan.

Last updated: 16.06.2022 - 17:56
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