Case Study

Telecom Emirates

3 pages
June 2013
Reference: IMD-3-2396

The company’s chief commercial officer has just become aware that other companies might begin registering domain names that are offensive to Telecom Emirates. He is worried that the company’s brand could be sabotaged by registering key names (or close variants) in new generic Top Level Domain (gTLD) like .app or .web. Another concern was that direct attacks on the company’s intellectual property might be carried out by competitors who could register the company’s key names and then redirect Telecom Emirates customers to themselves. The company is lacking a strategy and policies for dealing with these new threats and the chief commercial officer is considering his next move.

Learning Objective

The case provides an excellent vehicle for reviewing the fundamentals of Internet governance and how they affect business strategy. The case addresses how different approaches to governing the Internet’s technical infrastructure can affect businesses and how companies can shape Internet regulatory policies that impact their strategies and influence the value of their brands. The case also promotes a discussion of the critical issues of domain name ownership and disputes, including how malicious third parties can undermine a company’s brand and degrade its reputation.

Middle East
Generalized Experience
© 2013
Available Languages
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics