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The Emerging Markets of the Middle East by Tim J. Rogmans

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Chapter 2

Middle East Megatrends

The Middle East and North Africa region is going through a period of unprecedented change.1

—International Monetary Fund, 2012

Understanding the environment in which a business operates is a critical step in defining business strategy. One effective method for doing this is through environmental scanning, whereby a number of major environmental trends are identified and analyzed. Sometimes these trends are categorized as political, economic, social, technological, legal and environmental (PESTLE). However, such a categorization is not always necessary or helpful, as the most insightful way of looking at what is happening may well be across the boundaries of individual categories. Rather than creating a long list ...

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