Growth alone does not guarantee a markets overall appeal and potential. The growth rates may be consistently higher than in developed markets, but they may also be subject to greater volatility.

yet, many organisations do explore the potential in the emerging markets. According to World Bank the growth in MENA region is expected to grow at a subdued rate of 0.6% in 2019, rising to 2.6% in 2020 and 2.9% on 2021. The expected upswing [in 2020] from previous growth is partially driven by ongoing policy reforms to diversify the economy and strengthen the business environment (World Bank 2019).