Strategic Audit

Posted: January 5th, 2023

Field Project – Strategic Audit

Student’s Name

Institutional Affiliation

Paper Outline

1. Part-1: Company Description…………………………………….……………………..4
2. Brief Description of the Company………………………………………………………4
3. Culture…………………………………………………………………………………. 4

2. Vision……………………………………………………………………………………4
3. Mission………………………………………………………………………….………..5
4. Values……………………………………………………………………………………5
5. Organizational chart……………………………………………………………….…….5
6. Part-2: External Environmental Scanning………………………………………………6
7. Levels of competitions…………………………………………………………………..6
8. Form……………………………………………………………………………………..6
9. Industry…………………………………………………………………………………..7
10. Brand……………………………………………………………………………………7
11. PEST Analysis…………………………………………………………………………..8
12. Industry Analysis………………………………………………………………………..10
13. Five forces……………………………..…………………………………………………10
14. Industry Trends…………………………………………………………………….……12
15. SWOT Analysis…………………………………………………………………………12
16. Competitors Analysis……………………………………………………………………15
17. Strategic Group Mapping………………………………………………………… …….15
18. Strategic Types……………………………………………………………….………….15
19. Industry Matrix………………………………………………………………………..…16
20. EFAS Table………………………………………………………………………………17
21. Summary of External Level……………………………………………………………18

iv. Analysis of Resources, capabilities and Competencies………………………………..19

1. Apply VRIO Framework……………………………………………………………….19
2. Value Chain Analysis…………………………………………………………………..20
3. IFAS……………………………………………………………………..…………….21
4. Insight for the 3 Tables………………………………………………….…………….22
5. SWOT…………………………………………………………………….……………22
6. Main Problem and Solution……………………………………………….…………..23
7.  Part-4: Corporate level Strategy……………………………………..…….………….23
8. Re-defining the Mission of the company………………………………………………23
9. Setting new goals and objectives if needed……………………………….……………23
10. Part-5: Business Level Strategy………………………………………………………..23
11. Current Business Level Strategy – Cost-Leadership…………………………..……….23
12. Implementing and Executing Strategies – Culture and organizational structure for Implementation……………………………………………………………….…….24
13. Programs and Policies of the Company to Execute the Strategies………………………24
14. Conclusion…………………………………………………………………………..…..25

References…………………………………………………………………………………..26

Field Project – Strategic Audit

Part-1: Company Description

Brief Description of the Company

Mashreq Bank is one of the earliest formed private financial institutions in the UAE. The bank that adheres to the Islamic regulations provides a wide range of services to clients. The group runs multiple accounts for its clients, issues various cards, including visa cards, provides loans, gives insurance, facilitates money transfers, and other banking services in compliance with Emirati regulations (Mashreq, 2021). The group provides clients with the chance to monitor and manage their wealth portfolio through the adoption of an effective investment plan (Mashreq, 2021). Mashreq also provides its clients with the chance to pay bills in the most convenient manner. Besides, Mashreq ventures in treasury and capital markets and international banking as a way of expanding its operations. Mashreq has a number of subsidiaries, including Makaseb Funds Company in Bahrain, Mashreq Capital in the UAE, and Mashreq Global Services in India (Mashreq, 2021). The group also relates with various associates to enhance its operations. The notable associates are Al Yamama Services and Injaz Services in the UAE and Bracebridge Limited and Orriston Limited both in the UAE.

Vision and Mission

 Culture

The organizational culture at Mashreq is influenced by adherence to a set of key values that include all stakeholders and help the firm to realise its ambitious aspirations (Mashreq, 2021).

Vision

Mashreq aspires to be the most progressive bank in the region that enables pioneering possibilities for its customers, the community, and colleagues (Mashreq, 2021).

Mission

• The firm aims to develop long-term relationships by:
• Offering high-quality services to customers.
• Effectively impacting on the community through proper and responsible banking.
• Leading through innovative practices.
• Treating everyone with fairness and dignity.
• Investing in opportunities that expand the values of shareholders.

Values

The group aims at being;

• Socially responsible.
• Passionate about customers.
• Innovative
• Respect for everyone.
• Integrity.

Organizational Chart

The organizational chart suggests that the team at Mashreq serves a unit and everyone focuses on the roles assigned to them. Instructions moves from the highest ranking member of staff and moves through the departments that are in charge of various functions. Developing as many departments as possible presents a suitable chance to complete different functions without much complications, and presents the opportunity to pay considerable attention to the task. However, it would be difficult to perform the many functions that the company must conduct daily if it only relied on few departments. Furthermore, processes would take longer to complete, and the chances of confusion could go high.

Part-2: External Environmental Scanning

Levels of competitions

Form

Mashreq functions in a perfect competition type of market. The form of market is characterised by many different sellers and buyers (Kim, 2012). Based on the convectional description of perfect competition, there are numerous number of purchasers and sellers (Kim, 2012). The many operators in the sector makes it difficult for any particular operator to change the dominating prices in the market. Any attempts to adjust prices without any major cause, or without engaging stakeholders would compel both sellers and consumers to consider other alternatives. Thus, Mashreq must compete with other financial institutions such as Emirates NDB, National Bank of Abu Dhabi, First Gulf Bank, Dubai Islamic Bank, and Union National Bank among others (Mashreq, 2021). A perfect competition type of market differs from a monopolistic form in the way only a single seller or producer or a particular service or good dominate the market, and often does not have to worry about substitutes or competition.

Industry

Mashreq operates in the banking industry, which comprises of financial institutions mandated by the state to provide banking services. Thus, the company focuses on banking operations as it happens with other operators in the sector, including storing, transferal, extension of credits, and management of risks related to various kinds of wealth (Mashreq, 2021). The kind of financial service provided across different banks in the industry differ significantly across firms, time, and jurisdictions, changing in operations with alterations in the regulations of the sector, economic development, and growth in information and communication technology (ICT) (Mashreq, 2021). The baking sector in Dubai would termed as being of low concentration, which implies that it is characterised by significant competition.

Brand

Mashreq must compete with the other identified banks in the UAE, which all operate as different brands. All the brands try to build an effective connection with their buyers, and try to develop particular expectations, experiences, and perceptions that buyers can associate with. Mashreq tries to meet all the primary elements of prosperous branding by developing business cards, a tagline, and a logo (Mashreq, 2021). Moreover, the financial institution strives to build its brand position, which describes what the firm does, whom it addresses, the unique values, and what makes the company different from the rest (Mashreq, 2021). Mashreq pays considerable attention to brand promise, which is the most essential thing that the firm promises to offer every time it relates with buyers. The bank tries to deliver its brand promise by considering what partners, buyers, and workers expect from the company in each transaction (Mashreq, 2021). More fundamentally, the group pays considerable attention to the brand personality, which describes what the brand should be acknowledged for within and beyond the firm. Thus, the group tries to nurture those traits it wants buyers, partners, and workers to use when they describe the business (Mashreq, 2021). All other operators in the sector put considerable effort to develop their brand and make them more appealing to consumers and other stakeholders.

PEST Analysis

The banking sector has impact on many areas, but is dependent to many factors in the external environment. The primary influencers fall into four categories; political, economic, social, and technological components that have significant impact on how banks function. Such financial institutions cannot function independently, and must consider how elements in the macro environment impact on their activities. The following table provides a summary of the PEST analysis for Mashreq;

Mashreq’s Pest Analysis
P Political	E Economic	S Social	T Technological
The government enacts regulations to determine how companies operate, such as the Federal decree law no 26 of 2019 on public finance, contract laws, and the UAE Federal Law No. 24 of 1999 on environmental issues.The attempts to address corruption impact on business (Hashmi, 2007). Taxation regulations determine how the firm functions. Pricing regulations determine how the bank sets interests on loans. Mashreq must adhere to wage legislations (Hashmi, 2007). The firm must follow regulations on employee benefits.The bank must adhere to safety and health regulations set by state authorities.	Inflation rate determine outcome.Interest rates determine level of borrowing and paying. Economic growth rate determine investment with the bank. Level of unemployment determines borrowing and payment (Hashmi, 2007).Level of education impact on how people save.Quality of infrastructure in the region influences how Mashreq interacts with other institution and how it serves its customers.Overall efficiency of the banking sector in the UAE determines how the firm performs (Hashmi, 2007). Cost of labor in the UAE determines how the company hires qualified personnel. The type of economic system the UAE adopts influences performance.	Demographic features such as age, education, income, marital status, employment, and gender all determine how one borrows, saves, and repays their loans. Hierarchy of power and social stratification impact on how some people relate with or perceive the bank (Hashmi, 2007). Cultural perceptions on banking has significant effects on the operations by Mashreq. The entrepreneurial spirit in the UAE and the overall nature of the society may influence how people invest in banks because whereas some societies promote entrepreneurship others do not (Hashmi, 2007). Fortunately, the UAE society encourages entrepreneurship.People’s attitude towards banking impact on how Mashreq appeals to customers.	Recent technological advancements by the competitors of Mashreq.Rate of technological dissemination (Hashmi, 2007). The firm’s ability to embrace new technology such as online banking. Increased concern on privacy and security issues (Hashmi, 2007). Cost of technology.Reliability of a technology or innovation.

Industry Analysis

Five Forces

The Porter’s five forces are perceived a highly appropriate technique for minimising risk in a business or advancing the performance. Michael Porter developed the five forces to help team leaders analyse and measure the strengths of five diverse competitive forces in the internal and external environment, and provides a suitable chance to come up with appropriate mitigation measures for potential threats (Burji, 2018). The five forces are; bargaining power of buyers, bargaining power of suppliers and threat of substitutes, industrial rivalry as well as entry of new operators. The following table provides a summary of the how the Porter’s five forces impact on Mashreq bank;

Mashreq’s five forces analysis

Industry Trends

The most dominant trend in the financial sector in the contemporary time is the movement to digital operation, more so, online and mobile banking. In modern time’s nature of speed and exceptional convenience, customers do not want to have to physically move to a physical financial institution to complete their transactions (Meola, 2021). The trend is particularly synonymous with the younger generation and some older members of Gen Z, who are starting to become the dominant clients and members of the workforce. The digital revolution has resulted in escalated competition from technology companies, as well as mergers of smaller financial startups and banks. A 2018 study conducted by Meola (2021) revealed that at least 88% of the respondents use mobile banking. The sector has reached a point where merely having mobile app is not sufficient for banks to appeal to and retain clients. Additional features and tools – such as the capacity to view recurring rates, place holds on transaction cards, or scanning fingerprints during the log in process – are becoming more essential (Meola, 2021). Mashreq operates an advanced mobile app that is convenient and easy to use. It allows customers to check balances, withdraw cash, send money, receive offers, and pay bills among other services. The platform allows clients to add their Mashreq Card to a Digital Wallet using the Mashreq Mobile app to enjoy a wide range of convenience (Mashreq, 2021). The facility also invests in online banking, which is part of the modern revolution. Online banking allows customers the convenience of transferring money anytime and anywhere in the world. Observing the trends enables Mashreq and other operators in the banking sector to remain relevant and competitive.

SWOT Analysis

Mashreq strives to embrace a wide range of strategic approaches that it believes will help it become influential in its sector. Nevertheless, the adopted techniques as well as the operations the firm employs to conduct its activities display certain strengths and weaknesses, although the bank can take advantage of available opportunities to make significant progress and overcome possible threats. A suitable model for analysing the strengths, weaknesses, opportunities, and threats related to the strategic approaches Mashreq employs to advance its activities is the SWOT analysis.

The strategies Mashreq embraces have strengths as well as weaknesses. An evident strength is that the firm specialises in retail banking, which offers it a suitable chance to develop more effective practices in the field (Mashreq, 2021). Thus, the company reserves enough time to offering financial services to individual retailers rather than corporations. Mashreq pays considerable attention to helping individual clients manage their financial assets and to access credit (Mashreq, 2021). Moreover, paying special attention to retail banking enables the company to embrace the latest approaches for offering credit cards, issuing personal loans, and managing customers’ saving accounts (Mashreq, 2021). For instance, the corporation allows clients to interact with the service provider via smartphone apps and Internet platforms. The other strength is that the bank positions itself as one of the leading financial institutions in the UAE. It distinguishes its approaches by displaying integrity in all aspects, engaging all stakeholders, and applying technical skills in core areas (Mashreq, 2021). The efforts the bank puts to develop its practices and overall strength has earned it various awards and accolades, including the ‘Best Regional Retail Bank Award’. However, an evident weakness that derails the strategic approaches at Mashreq Bank is its over-reliance in the Middle East market that is already saturated. The dependence denies it the chance to explore new techniques with ease, and affects its penetration into global markets in Asia, America, and Europe where firms are at a better position to put up with the rapidly evolving technology due to high level of competition (Mashreq, 2021). Mashreq must find ways of addressing the weakness to become stronger in its strategic approaches.

The opportunities available to Mashreq present a better chance to build robust strategic techniques, but the group must mitigate the threats that could interfere with its practices. A possible opportunity that could enhance strategy formation is the significant advancement in Internet and mobile banking that will help in strengthening the consumer base and increase the company’s presence in Internet banking practices (Rahman, Albraiki & Nobanee, 2020). The opportunity makes it possible to reach many people, and provides the chance to provide quick and effective services. Moreover, the firm has a better chance to expand into other nations in the Middle East and in emerging economies because more people are likely to need banking services in future (Mashreq, 2021). The opportunity for growth offers a suitable chance to expand into corporate and commercial banking, which is a better chance for the bank to expand its revenue. Identifying and taking advantage of the available opportunities presents a better chance for Mashreq to stabilise its strategic approaches in the market. Nevertheless, Mashreq can only boost its strategies while taking advantage of available opportunities if it overcomes the possible threats that could affect its operations. For instance, it is expected that alterations in regulations in the Middle East will disrupt banking practices. Moreover, the looming threat of COVID-19 affect real estate and investments, which is likely to affect how operators in the banking sector plan for their activities. In addition, other economic disruptions such as that witnessed in in 2007-2008 can interfere with the plans Mashreq adopts to enhance its practices (Rahman, Albraiki & Nobanee, 2020). However, failing to consider how to utilise available opportunities and to evade the threats could tamper with how the bank performs its activities.

Competitors Analysis

Each business should allocate enough time and resources into conducting competitor analysis to identify and evaluate their competitors and know their strengths and limitations. The information provides a suitable chance for the company to advance its efforts and take advantage of available opportunities (Adom, Nyarko & Som, 2016). Moreover, a competitor analysis process allows a firm to identify their major competitors and know the possibilities of their marketing techniques, sales, and products or services to disrupt or impact on the company’s operations (Adom, Nyarko & Som, 2016). By taking the right measures, it is highly likely to formulate robust business plans that advance upon the competitors’ techniques (Adom, Nyarko & Som, 2016). The following is an in-depth competitors’ analysis for Mashreq bank;

Strategic Group Mapping

Strategic group mapping is an approach that organisations use to enable them to examine how competing firms are competing in the same sector. Thus, Mashreq takes time to find out what its competitors are doing differently and is taking considerable measures to rectify any concerns that may be denying it the chance to venture into the market as it would expect (Mashreq, 2021). The map allows the company to see where it can more easily access benefits, and to know which operator has significant effect and why, which also makes it possible to increase the bank’s position (Mashreq, 2021). Besides, strategic group mapping provides a good chance for Mashreq to identify the areas that require more focus, such as marketing or customer relation.

Strategic Types

Mashreq pays considerable attention to incremental, disruptive, and sustaining forms of innovation to enhance its strategic approaches. The firm while building incremental innovation focuses on developing concepts, services, or products that follow particular gradual phases before finally entering the market (Mashreq, 2021). The group while dealing with disruptive innovation dwells on those that develop new ways of operations when entering new markets or expanding those that already exist (Mashreq, 2021). Finally, the company tends to develop sustaining innovation by building on already existing mechanisms and making them more effective.

Industry Matrix

An industry matrix allows a firm to examine how a broad range of inputs, encompassing both external and internal factors, and determine how the firm conducts its operations, and the sector as a whole. The table below provide a summary of the industry matrix for Mashreq;

Commercial Bank International Strengths Advanced technology. Global presence. Weaknesses Strict adherence to Sharia law. High interest rates.	Mashreq Strengths Innovative. Quality services. Good customer service. Weaknesses Lack of global presence. Focus on retail banking.
National Bank of Kuwait Strengths Global presence. Highly innovative.   Weaknesses Pays attention to corporate banking.
Commercial Bank Of Dubai Strengths Superior customer care. Advanced tech. Weaknesses Lack of global presence. High impairment charges.

EFAS Table

The external factors analysis summary table presents a company with a suitable chance to organise the external components into the widely acceptable segments of opportunities and threats, and too know how effective a particular firm’s management is reacting to the specific components in light of perceived significance.

Opportunities Growth in online banking Possibilities of expanding into new markets.	Rating Growth in online banking – Level 1 Possibilities of expanding into new markets – Level 2	Intervention The management is exploring ways for benefiting from the opportunities, including using market analysis techniques.
Threats Changes in regulations. Economic instability.	Changes in regulations – Level 1 Economic instability – Level 2	The group is developing special teams to oversee the mitigation of threats that could affect how the company operates.

Summary of External Level

The section on external environment provides adequate information regarding how various factors impact on the financial institution. The analysis shows that it is impossible for an organisation to exist independently, and that those that exist through the adoption of effective measures pay considerable attention to what and how the macro environment influence their activities. The assessment reveals that Mashreq operates in a perfect competition market structure where it competes with other firms. Its operations depend on political, economic, social, and technological factors, and as well as depend on the elements presented by Porter’s five forces. The bank must consider the trends in the sector, and know how its strengths, weaknesses, opportunities, and threats can determine its operations. The section reminds Mashreq the importance of employing frameworks that inform on how competitors impact on the sector, and which may help the firm to progress, including strategic group mapping, embracing various forms of innovation strategies, and a matrix analysis.

Part-3 Internal Environmental Analysis

Other than the external environment that has significant impact on how the bank operates, the internal environment is equally essential in impacting how Mashreq functions. The internal environment comprises of components within the firm which impact the prosperity and approaches of operation (Ceglinski, 2017). Contrary to factors in the external environment that the firm does not have any control over them, the bank has control over internal components (Ceglinski, 2017). The following components provide in-depth analysis of Mashreq’s internal environment.

Analysis of Resources, capabilities and Competencies

Mashreq enjoys a wide range of resources, capabilities and resources that could impact on its activities. The chief resources at the facility are the competent staff and the superior technology that the bank employs to enhance operations in various sectors (Mashreq, 2021). The evident capabilities at Mashreq are the ability to provide a wide range of services and the capacity to expand given enough focus and attention (Mashreq, 2021). A competence that Mashreq enjoys, and which is likely to boost its operations is its ability to respond to customers’ need very fast and in a reliable way.

Apply VRIO Framework

A VRIO framework presents the chance to uncover and safeguard the resources that allows a company to enjoy long-term competitive advantage. The follow table is a VRIO analysis of Mashreq;

VRIO analysis of Mashreq

Value Chain Analysis

A value chain analysis provides a business with the chance to identify the chief and support operations that have value to the production of final products, and to apply relevant mechanisms to alleviate cost and add value. The following table summarizes the value chain process at Mashreq;

IFAS

The internal factor analysis summary (IFAS) matrix offers a suitable chance to measure the strengths and weaknesses impacting on Mashreq. The table below is a summary of the IFAS analysis at Mashreq;

Strengths Specialising in retail bankingPositioning as a leading bank in the UAEAdoption of advanced operations.	Rating Specialising in retail banking – Level 1 Positioning as a leading bank in the UAE – Level 2 Adoption of advanced operations – Level 3	Intervention The company engages in continuous research and development.The company relates with other operators to acquire the latest techniques.The group increases investment in its strong areas.
Weaknesses Lack of presence is other markets.	Lack of presence is other markets – Level 1	The group enacts special teams to devise an expansion plan.

Insight for the 3 Tables

The three tables provide valuable information about the internal processes at Mashreq. A fundamental lesson from the presentation of the three tables is that firms need to come up with visual presentations of where they are heading. The details of the tables remind operators that their activities do not only rely on factors in the external environment, but also on the internal environment. Components in the external environment differ considerably.

SWOT

Mashreq should pay considerable attention to its strategic approaches and pay considerable attention to the strengths, weaknesses, opportunities, or threats that could affect strategic implementation. The chief strength of paying attention to the retail-funding business model is that it allows the company to focus on an area where it can deliver the most impressive outcome. Moreover, the approach if effective because it provides a huge base for generating revenue, including debt capital and retained earnings. The weakness in the approach, however, is that it does not allow the firm to venture into corporate affairs. The opportunity that the bank can utilize to improve its approach is to liaise with other corporations that apply similar technique and learn more appropriate ways for enhancing outcome. Finally, a threat that the management should watch carefully is constant change in the market, which could render the approach ineffective and less competitive in future.

Main Problem and Solution

The main problem based on the analysis is that Mashreq needs to embrace more effective analytical methods to understand how the elements from both areas impact on business outcome. The facility should identify special divisions that employ the most effective analytical techniques highlighted in the report.

Part-4: Corporate level Strategy

Re-defining the Mission of the company

The company’s mission should be to foster performance while considering all factors in the internal and external environments to improve consumer satisfaction.

Setting new goals and objectives if needed

• Engaging in continuous assessment of how environment impact business practice.
• Deploying the most efficient analytical approaches to assess the impact of the environment on organisational activities.
• To become more impactful on buyers.

Part-5: Business Level Strategy

Current Business Level Strategy – Cost-Leadership

Mashreq deploys the cost-leadership business level strategy to gain competitive advantage. The approach entails increasing the firm’s profits by minimising operational costs, and by only levying sector-average prices (Nandakumar, Ghonadian & O’Regan, 2010). Besides, the bank in applying the business level strategy tries to charge lower rates than most of its competitors in a bid to attract more customers. Employing the cost leadership approach presents several benefits that could help Mashreq achieve some of its strategic goals and objectives. For example, the technique makes it possible to widen the market size and to enhance the business sustainability. The other benefits that Mashreq is likely to enjoy through its application of the cost-leadership approach are decreased competition, heightened profit margin, and increased impact in the local and global markets.

Implementing and Executing Strategies – Culture and organizational structure for Implementation

The approach entails developing a work culture where members appreciate the importance of examining how the external environment determine company’s performance. The sensitisation will urge individual employee to inquire how they can learn from the micro and macro environment and take appropriate action. The culture would encourage employees to find out from other institutions what they do differently to achieve satisfying outcome in their analysis of how the environment impact on business practices.

Programs and Policies of the Company to Execute the Strategies

The management must initiate a number of programs and policies to facilitate the implementation of the adopted techniques. An essential program in this case is a training process aimed at equipping workers with the necessary information needed to employ the various analytical frameworks. The policy should create room for everyone to undergo the training process, to be in a position to handle all processes without much difficulty. In addition, the policy should outline the areas that require more attention to help members of staff overcome the challenges that could deter them from understanding how the environment impact on the bank. Appropriate training will equip workers with new knowledge and skills that they can use to achieve more impressive results. A policy that would help to foster the execution process is one that advocates for ethical practice while engaging in all operations. The policy would encourage everyone to act in the best interest for everyone, and to ensure that they do not violate anyone in the course of providing their services. More fundamentally, the ethical policy would require each member of staff to be honest in their practice and to ensure that they present an issue as soon as it emerges allow everyone or the relevant team to address it with the urgency it deserves.

Implementing the plan requires a steering committee to oversee the plan. Therefore, the management will select a team of professionals to ensure that the group engages in continuous assessment of how the environment facilitates or distracts business outcome and processes. The team in charge of the initiative will rely on teamwork to increase the chances of gaining more innovative ideas (Tripathy, 2018). The team will also adhere to appropriate communication models to avoid breakdowns or miscommunications that could hurt the whole process. The group will specifically employ the assertive communication style that allow all parties to express their views. Teamwork and proper communication will develop a culture where members are committed to attain the set goals and objectives.

Conclusion

The report pays considerable attention to the approaches Mashreq bank adopts remain influential in the sector. The study reveals that the financial institution records significant growth and success in its operations because of the effective strategic approaches it adopts to remain relevant in the highly competitive sector. The bank considers how factors in the internal and external environment are likely to impact on its activities and take considerable measures to prevent any adverse effects. The company puts enough effort to keep up with the latest trends in the banking sector, and continues to refine its structures and approaches to become more influential. The report urges the bank’s management to reform its approaches of learning from the micro and macro environment and empower employees on how to deploy the most efficient and effective analytical models. Paying much attention to how the organisation acquires data from both environments and using the information to make informed decisions create a suitable opportunity to elevate how the bank operates and appeals to consumers.

References

Adom, A., Nyarko, I., & Som, G. (2016). Competitor analysis in strategic management: is it a worthwhile managerial practice in contemporary Times? Journal of Resources Development and Management, 42, 116-127.

Brujil, G. (2018). The relevance of Porter’s five forces in today’s innovative and changing business environment. SSRN Electronic Journal, doi: 10.2139/ssrn.3192207

Ceglinski, P. (2017). The concept of competitive advantages: Logic, sources and durability. Journal of Positive Management, 7(3), 57-70.

Hashmi, A. (2007). An analysis of the United Arab Emirates banking sector. International Business & Economics Research Journal, 6(1), 77-88.

Kim, H. (2012). Market structure and organizational performance of construction organizations. Journal of Management in Engineering, 28(2), 212-220.

Mashreq. (2021). Mashreq Bank. Retrieved from https://www.mashreqbank.com/en/uae/personal

Meola, A. (2021). The digital trends disrupting the banking industry 2021. Retrieved from https://www.businessinsider.com/banking-industry-trends?IR=T

Nandakumar, M., Ghonadian, A., & O’Regan, N. (2010). Business-level strategy and performance: The moderating effects of environment and structure. Management Decision, 48(6), 907-939.

Rahman, N., Albraiki, B., & Nobanee, H. (2020). Performance evaluation of Al Mashreq Bank. Retrieved from https://www.researchgate.net/publication/342703264_Performance_Evaluation_of_Al_Mashreq_Bank   

Tripathy, M. (2018). Building quality teamwork to achieve excellence in business organizations. International Research Journal of Management, IT & Social Sciences, 5(3), 1-7.