The United Arab Emirates delegates some authority to the federation and retains other powers within each of the member emirates. The Federal Supreme Council elects the president and the vice-president; citizens do not vote. A complex Electoral College elects members to the Federal National Council and its important to note that roughly 6,700 members make up the Electoral College including more than 1,000 women (Freitag & Stokes, 170).

Mass Media

The UAE is a model of communication technology diffusion, and it leads the region in terms of Internet usage and adoption. The National Media Council oversees and supports media initiative and development but also has the power to rescind or suspend media operating licenses for a variety of infractions. Radio and television are largely consolidated under the government-operated Emirates Media, with satellite, broadcast and Internet operations, and Dubai Media, Inc., a semi-government company that runs major radio and television services. The UAE’s 20+ radio stations top the Arab world, and 40 television stations, including some with Western-style programming, constitute a considerable presence. In the mass media, journalist and others in the media practice self-censorship in order to prevent any type of legal trouble. The government has the ability to “ban(s) the dissemination of online material that can threaten “public order”, and provides for prison terms for those who “deride or damage” the reputation of the state and “display contempt” for religion.”  Our client would rely on the mass media to conduct marketing campaigns announcing the opening of Nordstrom Dubai.

Infrastructure and Economic

The UAE has the second largest economy, second to Saudi Arabia who holds the number one spot. It is home to very successful industries, such as oil, technology and textiles to name a few, which have helped develop the economy. The level of communication is extremely high and reliable. The major metropolitan areas have some of the best public transportation systems. Going to the United Arab Emirates will be important to our client as they will have give them the opportunity to tap into a relatively new market. The process of entering the United Arab Emirate business world will be challenging in making sure that Nordstrom adheres to all business regulations instated. There are some very strict regulations in order to establish a business in the UAE: “Under UAE law, foreign entities interested in establishing a formal presence in the UAE have five options: create a permanent establishment, of which there are seven different types; establish a branch office; create an entity in a UAE free zone; create a civil company (only in Sharjah and Dubai); or enter into a commercial agency agreement.

The UAE Commercial Companies Law (CCL) requires that each company established in the UAE has one or more UAE national partners who hold at least 51 percent of the company’s capital. Companies that undertake certain activities (oil industry, production of electricity and gas, treatment and distribution of water) are exempt from the 51 per cent requirement. Companies established in free zones are also exempt from the 51 per cent requirement, if the relevant free zone has special provisions regulating the company. Foreign banks are exempt from having to appoint a sponsor.”

Legal structure

The “rule of law” is written into the government structures and legislations. There are codes concerning communication activities that should complied and all have to deal with making sure that nothing that is transmitted or shown speaks ill of the government, causes public disorder, and conflicts with religion. A legal advisor would strongly be advised, in order to have a successful business venture.

Social structure

The United Arab Emirates is divided into seven emirates, Dubai holds 35 percent of the population and Abu Dhabi holds 31 percent of the population; meaning that over two-thirds of the UAE population live in either Abu Dhabi or Dubai. The dominant religion in the UAE is Islam. The literacy rate is 90 percent. The UAE is a heterogeneous population is made up of a lot different nationalities Pakistani, Bangladeshi and Indian to name a few make up the population. About 80 percent of the population lives in an urban area.




Freitag, Alan, and Ashli Quesinberry. Stokes. (2009) Global Public Relations: Spanning Borders, Spanning Cultures. Milton Park, Abingdon, Oxon: New York, NY. Print.