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GROUP ASSIGNEMENT

TECHNOLOGY PARK MALAYSIA

MODULE: MANAGEMENT CREATIVITY AND INNOVATION

MODULE CODE: BM017-3-M-MCI

LECTURER: TAJUDDIN A.RASHID

INTAKE CODE: UCMF1701EAMBA

HAND IN DATE: 24th March 2017

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Table of Contents
1.0 Executive Summary ............................................................................................................. 5

1.1 Introduction .......................................................................................................................... 6

Question 1 .................................................................................................................................. 7

1.1 Drivers of Innovation ........................................................................................................... 7

1.2 Drivers of Innovations for Dubai International Airport ....................................................... 7

1.2.1 BizTweet ....................................................................................................................... 8

1.2.2 Advertisement ............................................................................................................... 8

1.2.3 Unique Services............................................................................................................. 8

1.2.4 Multi-cultural ................................................................................................................ 9

Question 2 .................................................................................................................................. 9

1.1 Innovation matters to business organizations with reference to competitive environment. 9

1.1.1 Creation of customer satisfaction .................................................................................. 9

1.2 Responding quickly by improving and developing internal capability in both technology
and human resources to change operational direction and to undertake things different. ....... 10

1.3 Compete successfully in terms of increasing market share of the business, extending
business product life circle and responding relatively to solve industry disputes .................. 10

1.4 Making productivity and efficiency gain to increase profitability..................................... 11

1.5 Achieving business growth goals and improving bottom line results ............................... 11

Question 3 ................................................................................................................................ 13

1.1 Pestle analysis of Dubai international airport .................................................................... 13

1.1.1 Political-Legal ............................................................................................................. 13

1.1.2 Technological environment ......................................................................................... 14

1.1.3 Economic factor .......................................................................................................... 15

1.1.4 Social-culture .............................................................................................................. 15

Question 4 ................................................................................................................................ 16

1.1 Factors of success and failure innovation ..................................................................... 16

1.1.1Success of Innovation................................................................................................... 16
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1.1.2 Stable Economy and market place .............................................................................. 16

1.2 Customer centric environment ....................................................................................... 17

1.3 Specialized employees ................................................................................................... 17

1.4 Failure of innovation. ..................................................................................................... 17

1.5 Recommendation to innovation success ........................................................................ 18

1.6 Conclution .......................................................................................................................... 19

1.7 References .......................................................................................................................... 20

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Table of Figures
Figure 1: PESTLE Analysis ..................................................................................................... 13
Figure 2: AOCC new system (DIA) ........................................................................................ 14

Table of Tables
Table 1:`Dubai International Airport Development (Airport, 2013) ....................................... 13
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1.0 Executive Summary

The main and most important purpose and objective of this assignment is to be given by the
students a detailed explanation as a report Dubai International Airport which is actually one of
the largest and most active airlines in the world. Emphasis on the basic meaning of the
following about creativity and innovation in this analysis after that will study of the differences
between creativity and innovation, and how they relate to each other will be, will drive
innovation and writing of the Dubai International Airport, how to use the innovation engine.
Based on the goal of improving passenger transport and high-quality services provided. Now
in innovation 0f Dubai International Airport engines and wrote how innovation issues that may
affect the business organizations and competitive environment.

As mentioned above the report is about Dubai International Airport, so the first question is
about examining and analysing drivers of innovation for Dubai International Airport. While
question two of this report will be more concentrated on Innovation matters to business
organizations with reference to competitive environment.And finally the report will be
concluding explaining Pestle analysis of Dubai international airport.
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1.1 Introduction
Dubai International is presently the third-busiest worldwide airplane terminal on the planet, as
far as both load and travellers, as per Airports Council International's most recent figures. With
more than 150 aircraftsof which 35 give a committed cargo benefitserving more than 260
goals crosswise over six mainlands, Dubai's two air terminals are associated with for all
intents and purposes each side of the world. A progression of effectively conveyed foundation
improvements have empowered smooth development: Passenger limit expanded from 8 million
in January 1998 to 75 million in January 2013. Limit is further anticipated that would achieve
90 million by 2018 and almost 100 million by 2020. "Our technique is to permit Emirates, fly
Dubai and the various carriers working here to get to fantastic offices conveyed at the correct
time to empower the ceaseless development of aeronautics in Dubai in an unconstrained way.
the most recent augmentations to Dubai Internationalincluding the as of late opened
Concourse an and Terminal 3 (2008), both of which cook only to Emirates carrierare
glimmering, light-mixed bits of engineering with taking off roofs, gigantic chambers and a
climate of extravagance. (Griffiths, 2012)

Dubai global air terminal the quantity of air travellers is anticipated to develop by 4.3% up to
the year 2015. In this way, the quantity of flights will keep on increasing, particularly in
creating zones, for example, the city of Dubai, United Arab Emirates (UAE), whose air
terminal is considered as the second quickest developing airplane terminal on the planet. The
air terminal handles near 1,000 every day occasions, including departures and arrivals, which
are dispersed for the duration of the day and night, with roughly a similar number of arrivals
and departures. Considering the significance avionics holds for Dubai as one of the key
mainstays of our economy and in light of reconsidered development projections to 2020 and
past, which obviously indicate the requirement for the extra limit at DXB, and in addition the
quick extension of Dubai's second airplane terminal, DWC, that dealing with a masterplan to
take care of expected demand while lifting administration levels and the traveler involvement
with both air terminals. (Elmehdi, 2012)
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Question 1

1.1 Drivers of Innovation

Prior to going deeply explanation the main crucial drivers of innovation for Dubai
International Airport, it would be very important to understand what are key words of drivers
of innovation mean according to the nowadays business process in terms of development and
management.So,,basically, the key word of Innovation has been described and defined by
various scholars and practitioners relating to their own opinions and perspectives toward that
word, but finally, as (Imber, 2015) mentioned the word Innovation is all about coming up with
new ideas and generating as an implementation successfully. Where the outcome of that
implementation will be making some changes or transformation for process in that business
applied in order to be developed technologically. When it comes to the classification of the
innovation it is divided into three levels based on degree of Innovatively such as Incremental
Innovation, Radical Innovation and semi-radical Innovation (Davila et al 2006).Incremental
Innovations possess moderate returns but requests and demand low level risk with level of
efforts and resources at this time they are mostly more beneficial and successful. While Radical
Innovations produce a massive benefit having competitive profit as well but this level of
Innovation needs high risk level using engagement of resources and profit of the company.
Eventually, semi-radical Innovation degree is counted in somewhere of those mentioned levels
of Innovation (Neboja Zaki, Ana Jovanovi, Milan Stamatovi, 2008).

1.2 Drivers of Innovations for Dubai International Airport

Dubai International Airport is already counted it is the busiest international airport because in
estimation conducted mentioned that more than 83.6 million passengers or customers used to
travel with Dubai International Airport previous year of 2015 while in 2016 the passengers
increased to 85 million .In addition to that, the CEO of the Airport Paul Griffiths CMG
reported to the CNN Money and said "All of our airlines generally felt that Dubai was still a
high performing star in their network and were adding significant capacity (Alkhalisi,
2017).So, the question is what drivers of innovation has Dubai International Airport utilized to
become such amazing well-known airport and also to attract this huge passengers those travel
through Dubai International. The above stated enormous and immense progress and
development is returned to the previous vice president and prime minister of UAE Sheikh
Rashid Bin Saeed Al Maktoum who is actually understood that spectacular potential of aviation
and had taken the first actions to construct the Airport. And later that vision was carried out by
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current vice president and prime minister of UAE and ruler of Dubai where he struggled well
till he made the airport as the heart of universal aviation. Dubai International Airport uses
different drivers of Innovations in order to perform customer retention and also on the other
hand to attract new customers. Since, the world is moving rapidly to the new technology one
time, so, Dubai Airport always tries its best to go with this technological era focusing to
enhance customers needs and experience using some drivers of innovation such as:

1.2.1 Biz Tweet

Biz Tweet which is a new innovative social decisioning software application that utilizes twitter
and Facebook to increment and rise the ability of co-working in order to communicate
automatically with the customers, decreasing manpower and also to give customers more
individual social media experience. According to Dubai International Airport this application
utilized to support passengers with real-time flight information which is individualized in terms
of passengers private social profile. Moreover, the service uses both English and Arabic
languages based on passengers preferable language. Basically, the app does a lot for the airport
where finally the main point is communicating airline and airports pro-actively to all
passengers connected with them.

1.2.2 Advertisement
As the researcher mentioned above since we are in technology time and everyone is connected
to the social media such as Facebook, twitteretc. The best way that businesses reach their
customers or they can get and target customers is using those social media so that first be known
who they are and what kind of business they providing. Based on advertisement Dubai
International Airport became partner with JCDecaux which is really the biggest or Number
one advertising company around the world to show the world its effective and innovative
campaigns and to be internationally connected.

1.2.3 Unique Services

Dubai international airport always concentrate on customers and whatever makes them
satisfied whether it is flight operations or any other facilities such as airport medical centre,
particular demand services, Airport hotel, transportation, lounges, childrens play area smoking
places for Smokers and also Al Majlis services which is allotted for VIPs coming and going
out from the airport. The last but not least Dubai international airport also provides modern
baggage handling system and Dubai Duty Free (DDF) which is a team that always stand for
innovating Dubai international airport business process (Hasan Albeshr,Syed Zamberi Ahmad,,
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2015). Again for customer satisfaction and to be more well-known Dubai International Airport
always try its best to expand all terminals as Dubai Duty Free Colm McLaughlin stated in his
statement saying We are continuing to improve the quality and effectiveness of our existing
operation while keeping an eye firmly on the growth plans ahead. I think that with the size of
operation in the future, the prospect of us remaining the single largest airport retailer in the
world is very good.

1.2.4 Multi-cultural
According to how mult cultural is beneficial to any business is that enables the business getting
a gold opportunity for targeting different customers from different countries. Thats why Dubai
International Airport always provide any job opportunities as an international where each and
every one who fulfil conditions and requirements can apply it. For example, current CEO of
Dubai International Airport and also vice president Paul Griffiths is British businessman.

Question 2

1.1 Innovation matters to business organizations with reference to

competitive environment.
Since innovation involves the application of better solutions that meet existing market needs
or unarticulated needs and new requirements within the market it plays as one of essential
matters to any business organization in order for it to acquire a better position within the
competitive market environment. Hence this can be sighted through the attributes obtained by
innovative business organizations as follows:

1.1.1 Creation of customer satisfaction

Within any operating business organization customer satisfaction act as a central focus since it
is from it where the customer loyalty as well as repetition of purchase from customer is
obtained. Meeting the customers cognitive evaluation of the product or service offered in
reference to expectations set in the customers mind is what creates customers satisfaction.
Thus, the higher the customers are satisfied means the more positive the organizations profit
is affected. Dubai International airport there are policies which are established to create
customer satisfaction with the support of extra facilities which leads to best customer
experience. This can be seen through the awards such as Favorite Airport For Layover (Conde
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Nast Travellers Readers Awards 2015) and Middle East Best Airport (Best Airport In Middle
East Business Travellers Awards 2016) ('Dubai-Airports, 2017).

1.2 Responding quickly by improving and developing internal capability

in both technology and human resources to change operational direction and
to undertake things different.

Innovation creates a better chance for a business organization to respond quickly to market
changes and helps it to make proper utilization of an organizations resources to overcome the
competitors within the market and reach the organizational goals. Dubai International airport
introduced new technologies such as VHF omnidirectional radio range, non-directional beacon,
diesel generators, an instrument landing system and taxi ways; for instance The apron area
around the new concourse 2 was strengthened in a project which was completed in 2003, the
upgraded area provides for 27 wide-bodied aircraft stands and five of these stands are reserved
to accommodate the A380 (aiport-technlogy, 2017). Al this is done to cope with international
business.

1.3 Compete successfully in terms of increasing market share of the

business, extending business product life circle and responding relatively to
solve industry disputes.

Through innovation a business organization can solve accordingly the challenges facing the
entire industry and because of solving these challenges it opens door for increasing of its market
share and also expanding of its product life circle thus it makes a business entity superior than
its competitors. This can be seen with Dubai International Airport where it has facilities such
as airport medical Centre, special needs services, Dubai International Airport hotel,
transportation and Dubai duty free service. As a result it has increased its market share from
serving 70.47 million passengers in 2014 up to 78.01 million passengers in 2015 which is 10%
increase and it has served 83.7 million passengers in 2016 which is 7.2% increase compared to
2015 number of passengers served; it has increased its cargo too from 2.5 million tons in 2015
to 2.6 million tons in 2016 a 3.4% increase, the airport holds the highest growth rate among
world busiest airports, Dubai International (DXB), the worlds number one airport for
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international passengers and second for international freight, and Dubai World Central (DWC)
(Dubai-Airport, 2017).

1.4 Making productivity and efficiency gain to increase profitability

Productivity can simply mean the amount produced by the business entity (output) of the
business while efficiency means the quality of the work or product produced by the business.
Through innovation an operating business organization can find ways of producing more
(quantity) and still maintain a good quality. Thus, increasing the profitability of the business.
Dubai International Airport has experienced an increase in number of passengers by 7.2% year
on year, during the first five month of the year Dubai International Airport has served 34.5
million passengers which is 7% increase on the 32.3 million passengers who were served on
the first five months of 2015 (Gazzar, 2016) This means more profit to the airport.

1.5 Achieving business growth goals and improving bottom line results

Any business entity usually operates with the aim of expanding its business to wide range.
Usually originations set goals to be achieved within a certain time frame in terms of business
growth and obtaining better bottom line results. An innovative business organization is likely
to achieve these since its operations will be based on current market conditions. For instance
Dubai International airport continues to grow since its idea from Sheikh Rashid bin Saeed Al
Maktoum in 1962 who wanted to make Dubai as a global aviation hub tom present where the
goal has been reached and expanding more, Work of building Dubai International began on a
vast expanse of a wasteland some four kilometres from what was then the edge of the city of
Dubai (Dubai-Airport, 2017).

(Gazzar, 2016)

Dubai International Airport Development

ACTIVITIES BY YEARS THE LOOK

1960
The airport was opened and was capable of
handling aircraft up to the size of a DC-3
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1963

Work to build an asphalt runway began. It was

opened in 1965 together with numerous other
newly-built or refurbished facilities.

1969
Dubai International accommodated nine airlines
serving a total of 20 destinations

1984
The second runway, equipped with the latest
meteorological, airfield lighting and instrument
landing systems to give the airport a Category II
classification, was opened in April 1984.

2000
The opening of Sheikh Rashid Terminal, also
known as Terminal 1, marked the start of a new
chapter in Dubais aviation history

2008
Dubai Airports opened the much-awaited Dubai
International Terminal 3 for the exclusive use of
Emirates airline

2012

Dubai International ends the year as the second

busiest airport for international passengers with
57.6 million passengers.
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2013
Passenger terminal at Al Maktoum International
is opened by Sheikh Mohammed bin Rashid Al
Maktoum, Vice President and Prime Minister of
the UAE and Ruler of Dubai.

Table 1:`Dubai International Airport Development (Airport, 2013)

Question 3

1.1 Pestle analysis of Dubai international airport

Figure 1: PESTLE Analysis

1.1.1 Political-Legal
Political elements are characterized how every government standards, laws and legitimate
matters effect on association's or any kind of business' capacity to be advantageous and
effective. In 2015 Dubai Airports' legitimate group kept on assuming an imperative part in
giving a more productive working condition for specialty units over the association, and
defending and securing Dubai Airports' notoriety and interests. During 2015, the unit upheld
the association's developing operations and business by giving different lawful administrations
including, yet not restricted to, meeting administrations in finishing and closing distinctive
sorts of MoUs, contracts and understandings; giving legitimate suggestions and direction to
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different business exchanges and obtainment techniques; helping with deciphering an extensive
variety of authoritative archives (Arabic-English and the other way around) and additionally
dealing with lawful question and prosecutions. (MAKTOUM, 2015).

1.1.2 Technological environment

As of late, the quick development of activity at Dubai International has given Dubai Airports
an undeniably intricate, two-air terminal operation. Keeping in mind the end goal to convey
and keep up an extraordinary traveller encounter, another and progressively proactive way to
deal with dealing with airplane terminals was required. In like manner, Dubai Airports
propelled a NextGen program that empowers us to meet the difficulties of overseeing two
substantial airplane terminals crosswise over three key operational ranges to be specific
individuals, resources and process. Integral to this new approach is the advancement of an
Airport Operations Control Centre (AOCC) from which will help all partners, including
carriers and control experts, oversee operations at Dubai International. Notwithstanding giving
a more vital air terminal experience for travellers, the keen utilization of innovation is vital to
enhancing the proficiency, versatility and dependability of our business and the air terminal
operation it bolsters. (MAKTOUM, 2015).

Figure 2: AOCC new system (DIA)

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1.1.3 Economic factor

This factor examines the economic issues that are connected with goods and money and it can
have an impact on business. This factor consists of different parts including interest rates,
inflation, and economic growth and so on. (Contributor, 2013)

The year under audit saw a proceeded with drive to guarantee all business movement upgrades
of Dubai Airports, Dubai International and Dubai World Central, while expanding on solid
associations with concessionaires and accomplices. All through 2015, that stayed concentrated
on key business drivers affecting corporate productivity, while empowering business
development and nonstop change crosswise over both DXB and DWC. On account of
proceeded with development in general flight movement, aeronautical income classes enrolled
vigorous development of +12% in 2015 contrasted with the earlier year. 15 Non-aeronautical
income classifications developed by +12% in 2015, and now involves 52% of Dubai Airports'
income base. Concession income including retail and sustenance concessions, developed by
+16%. This outcome is in accordance with our long haul corporate target of diminishing
reliance on aeronautical income sources to fund future extension, and guarantee
competitiveness. Because of this expansion in corporate income, consolidated with trained cost
administration, Dubai Airports could end 2015 in a beneficial position. (MAKTOUM, 2015).

1.1.4 Social-culture
Dubai Airports' reality class ability pool is at the bleeding edge of the flying business,
establishing Dubai's position as an inventive worldwide aviation centre point. By associating
78 million individuals from 280 goals crosswise over six continents, Dubai Airports' workers
are focused on supporting vision to wind up distinctly the world's best air terminal
administration organization, by managing complex two-airplane terminal operation that
incorporates the world's busiest air terminal. In 2015, against a background of quickly
developing traveller numbers, Dubai Airports started changing its business and concentrating
on operational efficiencies and advancement to guarantee it offers separated client perfection.
This is basic to the eventual fate of the avionics part and financial development in Dubai. With
this comes the need to draw in the brightest individuals, who think in an unexpected way, grasp
advancement and can develop into future pioneers by exceeding expectations at what they do.
(MAKTOUM, 2015).
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Question 4

1.1 Factors of success and failure innovation

1.1.1Success of Innovation
It is broadly recognized that innovation is key to the economic performance of firms.
Innovative firms grow more quickly and make higher profits (Geroski et al.,1993; or
Kleinknecht et al., 1997) Therefore, firms ought to go for adventures that resemble the firm
specific experiences with the technology, production and marketing skills involved (Stuart &
Abetti, 1987; Bessant, 1993). However, there will be always failure in any kinds of innovation,
without failure there is no innovation. That is the reason for many firms do not challenge to
innovate, this has to do with numerous different types of risks and uncertainties of future
procedures that lead to high failure charges. Even though, planning and evaluating right
innovation approach has to be formulated for the business. Such a validation-driven planning
converts uncertainties into clear tasks and responsibilities, thereby streamlining the course of
the innovation project (Maidique & Zirger, 1985; Pinto & Slevin, 1989; Lester, 1998)..
Innovation is the heart of any developed organization to sustain in market place more
compatible or profitable. Dubai international airport has the main 3 factors that leading the
innovation success following:

1.1.2 Stable Economy and market place

This is confirmed by empirical studies showing that substantial financial resources are a
prerequisite for success (Page, 1993). Conversely, a lack of financial resources is addressed as
a predominant factor of failure (Rubenstein et al., 1976). However, Dubai has the diversified
economy sources in nation which constantly keep the high demand from customers.
Continuous creativity to differentiate the services in order to maintain the good relationship
with customer is always high challenge. With the fastest growing city financially, taking the
benefit and contributing their quality service wisely Innovation is the main goal for the
Dubai international airport. Dubai international airport has a good relationship with
government that allows them to make decisions where both parties get benefit. The less
competitive is the market, the more viable is the product, services Link (1987) addresses fierce
competition as a main factor of failure. Therefore, key factor of success innovation in this case
is the stable market share, positive relationships with the government, and government
awareness of how important the role of airport is, allowing the innovation success grow for the
future airport.
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1.2 Customer centric environment

Satisfied customer is the prime achievement that can influence the future of the company. In
order to reach the customer satisfaction firms ought to go for adventures that resemble the firm
specific experiences with the technology, production and marketing skills involved (Stuart &
Abetti, 1987; Bessant, 1993). Customer centric environment of Dubai airport has shown the
understanding and relationship between customer and services and how important it is to
creating the environment that meets primary needs and demand of customer. For example:
Dubai airport has a quality service program provides specially trained employees to understand
and serve the consumers better. Thus, customer centric environment indicates the high
correlation to innovation success factor in order to create and innovate more services that may
satisfy the customer in future.

1.3 Specialized employees

There is a known fact that top management role in organization will allow a project and serves
as a navigating force for major innovation and efforts. Study conducted that top management
support may be instrumental to overcome internal resistance to innovation. Page (2000). The
relationship between Dubai airport and employees has significant difference to other world
airport companies. Dubai international airport focused on refining and training its employees
with project or program to improve their skills in order to provide better quality service. Dubai
airport has estimated 53 different nationalities which indicates several of different perspectives
of employees. Supporting the employees with convenient environment specialized program
allows the productivity of employment and helps them to innovate new ideas for future of the
company. Providing necessities and supporting the employees are the key factor for company
to proceed more effective and innovative way for future. These three factors are the main
supporting sector for the success of innovation.

1.4 Failure of innovation.

The firm must understand what are they going to innovate and which segment of the industry
is for the product or services that firm provide. Culture resistance may arise in the future
innovation process in Dubai airport since the country has a strict religion regulations.
According to the researchers, there might be some innovation that come across morally not
appropriate in the nations restrictions of religion. Lack of adequate market research is
addressed as the main factor of failure: overestimated forecasts of demand, problematic
translation of engineers desires into customers needs and the tempting romance of the
innovation-adventures are well-known pitfalls (Hopkins, 1981). For the financially unstable
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firm it is real challenge to start the procedure of innovation for the future market. A lack of
financial resources is addressed as a predominant factor of failure (Rubenstein et al., 1976).
However, Dubai economy and financial resources are trust worthy stable.

1.5 Recommendation to innovation success

In order to complete the innovation, succeed, the company may follow these steps according
to Rothwell, firstly it provides a guideline for dealing with strategic issues, such as selecting
the markets to enter and the skills to develop. Second, strategically planned projects enable the
firm to take advantage of synergy between parallel innovation projects. Third, learning-by-
doing can materialize, enabling the firm to reap benefits of previously successful innovations
along with firm-specific skills that emanate from them (Rothwell, 1992).
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1.6 Conclusion
In a conclusion Drivers of innovations are one of the backbone factors in business because it
is the only thing that can give any business to go forward and enhance the business performance
or service operation with having to know what are the failure and successful factors that your
business encountering. Innovation factors can make the company spread and expand its
branches like now for Dubai International Airport they are undertaking one more new
international terminal which is basically got different service branches and updated changes in
the business processes taking into consideration new technologic since it take a main role for
nowadays business process. In addition to that, using analysing tools such pestle analysis is
very important because you can know and understand well how your business is affected by
political, Environment, Technology, legal and Economy.
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1.7 References

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19, 1519
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