1 S elect one of the formulations of HRM covered in this chapter and compare it with Emirates’ practice. To what extent do you think Emirates is undertaking SHRM? Emirates NBD is one of the biggest banking groups in the Middle East in terms of assets.

The group is a leader in the retail bank sector (with both conventional and Islamic banking franchises) as well as in the corporate banking arena. Emirates NBD has operations in the UAE, Saudi Arabia, Qatar, the UK, Singapore and Jersey (Channel Islands), in addition to representative offices in India and Iran. The group is one of the most culturally diverse and largest employers in the UAE, with 8,000 employees and over 50 nationalities employed

(Emirates NBD, 2012).

The Dubai Strategic Plan – 2015 (DSP), was launched by HH Sheikh Mohammad Bin Rashid Al Maktoum, UAE Prime Minister and Vice President, and Ruler of Dubai, in 2007.

The plan, under the theme ‘Dubai . . . Where The Future Begins,’ laid out a strategic plan to develop key economic sectors in the knowledge economy, reduce dependency on oil, maintain double-

digit economic growth, achieve a GDP of $108 billion and increase real per-

capita GDP to $44,000 by 2015 (Emirates NBD, 2012). The strategy was introduced as a road map for future development. The Emirates NBD HR team initiated a long-

range plan to introduce a performance-

oriented culture in order to facilitate growth and to align with objectives set out in the 2015 DSP.