The AMH Fashion Company: Navigating the GCC and COVID-19 Crises

Abstract

In an ever-changing global landscape marked by unpredictable crises, businesses face monumental challenges in ensuring continuity and resilience. This case study explores the strategic crisis and risk management manoeuvres of a premier private fashion enterprise in Qatar, which has been disguised as AMH. Anchored in the tumultuous experiences of the 2017 GCC crisis and the global upheaval caused by the COVID-19 pandemic, this narrative unfolds the tactics behind AMH's ability to not only survive but also navigate through these formidable periods. Furthermore, each crisis brings up various lessons to learn for the future, and the management needs to absorb these lessons and implement them in the future. It examines its crisis and risk management strategies along with the leadership skills shown during the 2017 GCC crisis and the Covid-19 pandemic. The case puts forward the measures taken by the firm to overcome the challenges by implementing effective strategies. By exploring how AMH's leadership harnessed the storms of geopolitical discord and a health catastrophe, this case study offers a compelling look into the importance of preparedness, agility, and the invaluable lessons drawn from the heart of crises that define the future trajectories of businesses worldwide.