Dubai, in its much publicized bling-bling society, decided to extend its golden hands to less fortunate children by launching a charitable institution that is targeting Middle Eastern, African and Asian schools.
Implications - Philanthropy is becoming more and more important for business as consumers are beginning to choose brands that do social good. This is not only applicable to brands, but also to entire cities, with Dubai being an example. By helping others, Dubai is spreading the message that it is more than a place of extravagance and luxury, which, ironically, may elevate tourism as consumers' positive feelings towards the city grow.
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