The remarkable success story of RAK Ceramics has entered the management study books of the MBA programme of the Georgetown University
in Washington DC, USA. The case study on RAK Ceramics, authored by Kasra Ferdows, Heisley Family Chair Professor of Global Manufacturing, and Professor Stanley D. Nollen, both from the McDonough School of Business, Georgetown University, is being taught as part of the MBA programme and the study is set for distribution internationally.
Prof. Kasra found out that a combination of several factors were responsible for the company's extraordinary success. “A good chunk of it depended on the management and RAK Ceramics prided itself in the expertise of its top management and corporate officers and the solid leadership of its CEO, Dr. Khater Massaad, who has been the CEO since inception", the study said.
According to Prof Kasra, the decision by the company to start exporting very early on and adoption of high- end technology were critical factors for its success. The strategy to compete in the market on the basis of service and not just as a commodity product also helped the company. "The Company's factories offered the world's widest range of manufacturing technologies for production of porcelain tiles in one site- from the simple `salt and pepper' to complicated Chroma Technology amongst the latest , which allowed them to meet the toughest and most daring technical specifications in the industry- things like matching surface finishes of marble, veneered timber, leather, metal, glass, and fabrics," the study pointed out.
