DUBAI’S ECONOMIC ENVIRONMENT AND BUSINESS DIFFERENTIATION

This paper discusses issues of the economic environment in connection with organizational highquality (differentiation) strategy and business orientation. The specificity of the cutting-edge hightech business environment based on knowledge enables enterprises to orient with greater confidence towards a strategy of high quality of the offered products and services. The purpose of the report is to present and analyse elements of the business environment in Dubai, serving as a prerequisite for the implementation of the strategy of high quality. An example of the relationship between the high-tech environment and the vision of consultants and managers regarding the strategic issues of the development of the organization and the offering of high-quality products and services is presented. The specific business environment makes it possible to focus on specific areas in which the entrepreneur has competencies and can secure a target customer group showing interest in a differentiated product or service.