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Published by:
INSEAD (2020)
22 pages
Data source:
Field research


Majid Al Futtaim (MAF) is a lifestyle conglomerate present in 16 countries in the Middle East and North Africa, with annual revenues of USD9.6 billion. The case focuses on its data-led, customer-centred transformation that unlocked new sources of growth and mitigated the effects of the COVID-19 pandemic on business thanks to the group's digital resilience. Students step into the shoes of key MAF business and analytics leaders who established three pillars as the basis of the transformation designed to develop a customer mindset, analytical skill sets, and a test-and-learn approach. They then set about aggregating data across a wide range of businesses and setting up analytics capabilities within the company. A 'deep dive' into an early transformation pilot at Carrefour - one of the operating companies of MAF - used case methology to craft digital and governance strategies that autonomized the use of data, empowered staff to better serve its 560 million annual customers, and ultimately secured new sources of growth.


Customer-centric digital transformation; Big data; Advanced analytics; Digitization of retail; e-Commerce; Data strategy and governance; IT talent acquisition and retainment; Digital transformation; Customer experience; Customer centricity; Leadership & organisations; Marketing

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