Entrepreneurs and trade names: evidence from the United Arab Emirates

Purpose The purpose of this paper aims to classify the problems associated with the various types of trade names, identify Arab entrepreneurs' approaches to naming, and to construct a model that enables entrepreneurs to develop optimal names. Design/methodology/approach A self‐administered questionnaire is distributed to 150 Arab entrepreneurs in the United Arab Emirates. Qualitative name‐analysis is combined with quantitative analysis of the data and the results are used to answer the research questions. Findings Responses show that entrepreneurs know the major naming considerations but lack the ability to use that knowledge; the naming process remains informal with minimum investments, and clear dependence on translation, tribal names, and imitation in naming businesses. Research limitations/implications The study includes only Arab entrepreneurs in a country where nearly 70 percent of entrepreneurs are non‐Arabs. The survey is administered by Arabic speaking research assistants. Future research can focus on other groups using multilingual research assistants to overcome the language barrier and understand the country's entrepreneurial diversity. Originality/value The paper develops a detailed model for use in developing trade names, helps entrepreneurs identify and avoid the problems associated with the different types of names, offers insights into the state of affairs of trade names in an emerging market that has gained increased international recognition, and expands the scope on trade name study and development.