According to a recent Global Investment Report, the UAE is the ninth largest recipient of FDI in Asia. The most important foreign investors in the UAE include the UK, Saudi Arabia and India. The UAE culture is primarily shaped from conservative Arabian values and beliefs as well as being heavily influenced by the Persian culture

As a result of increased trade, the influence of expatriates from around the world on the local culture has become relatively conspicuous. The case of Dubai is a well documented example of where Western culture and ideologies has integrated into the incumbent culture. Explaining the iterative changes in culture will likely draw on examples such as Dubai, Abu Dhabi and Sharjah

Some observers claim that there is an identity clash between the younger generation who grew up in a traditional yet westernised society and their parent’s generation who were accustomed to a more conservative Arab Islam society. Forstenlechner and Mellahi (2011) state the  changes in UAE have led to the assumption that the continuity of FDI influx into the country will continue to change culture over time

Procter & Gamble Company announced an agreement to divest its Snacks business to The Kellogg Company in a $2.7 billion all-cash transaction in 2012. P&G’s Chairman said: “this is an excellent development for P&G, Pringles and Kellogg, creating value for our shareholders and representing an outstanding opportunity for Pringles employees with a leading company in the Food sector. Kellogg shares similar values and principles to us and we are confident that the Pringles business will thrive under Kellogg’s leadership.”

Using the relevant analytical models(s), your task is divided into two levels of analysis: the rationale of this divestment from P&G side and its strategic fit for Kellogg

The dissertation should be Analysed Critically – critical means that you should be able to process information collected, evaluate it, provide reasoning and explain the link between the theories in a creative way