Nadeera: Technology Driving Sustainability

Alain Daou, Samar Yammine, Antoine Kallab, Noor Hamad

Product #:W43345

Supplier:Ivey/AUB

Discipline:Entrepreneurship, Sustainability

Setting:Lebanon, United Arab Emirates, 2024

Details:Case (PDF) • 9 pages • 2025-06-04

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Lebanon United Arab Emirates

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In response to the waste-management crisis in Lebanon, Nadeera Technologies Ltd. (Nadeera) was founded in Beirut, Lebanon, in 2020 as a social enterprise. Its co-founder wanted to ensure Nadeera’s business model would be financially sustainable and scalable across the region. Despite the firm’s success in capitalizing on opportunities in Lebanon and the United Arab Emirates (UAE), in late 2024, Nadeera's co-founder faced difficult decisions related to the multi-faceted crises of Lebanon and the competition in the UAE market. Chiefly, he needed to determine whether Nadeera should prioritize the UAE market and shift focus away from Lebanon, given the latter market’s challenges, and how to leverage data and digital tools to guide Nadeera’s path forward.

Learning Objectives

The case can be used in undergraduate- or graduate-level courses on entrepreneurship or strategic management. It enables students to understand how technology can support organizations such as social enterprises in providing a unique approach to waste management while accounting for market differences and community awareness. After studying the case, students will be able to do the following:

Recognize the role of technology and data, particularly market data, in innovation and growth.
Explore growth and expansion through client acquisition and retention using data analytics.
Understand market and community enablers and learn how to leverage opportunities.
Appraise the long-term effects of the challenges in the Lebanese market and the potential gains of pursuing operations exclusively in the UAE market.