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Knowledge Update

Why Technology in Education

Education has always been one of the main focus of governments and people in all countries in the past and in the present. Through education, all closed doors open and all obstacles in life can be overcome. Education lets people develop emotionally, intellectually and socially. Education is the scale that measures nations in all fields such as lifestyle, development, richness, poorness, and even happiness. That is why countries have been doing research to find better ways to enhance students in schools and to support teachers. When technology has become an integral part of various fields and industries, governments made an effort to integrate technology in education.

The idea of integrating technology in education has been a growing demand for both teachers and authorities in higher education. In the past, the major focus in classrooms was a teacher-centered approach in which teachers taught in a traditional way: using chalks, hardcopy books and notes, and lectures. Classes were dull for many students as the actual involvement and interactions of students out of classroom was lacking. The communication between teachers and students was limited.

Presently, integrating technology in education has become a need for every academic institution. It has become a vital part of the teaching-learning process. Having a computer and internet in the classrooms make it easier for teachers to give exercises and show students extra material such as pictures or videos in an easy, effective way. Moreover, teachers have access to unlimited teaching resources from the internet they can use in their work. Also, now it is much easier and faster for both teachers and students to communicate, discuss, release or submit assignments or even enter marks online. Teachers and students can also keep themselves updated about the latest trends. Assigning assignments, doing homework, performing exams are easier now than before.

Another important factor in using technology in education is virtual reality technology. This technology allows students to immerse in other cultures or environments without leaving the safety of the classroom. They can see experiments, new cultures and learn new languages in just a few clicks.

Countries that make use of the power of technology have gained better results in all fields and raised more intelligent generations with better practical skills than those with traditional learning approach. In ten years’ time, the traditional method of teaching might become obsolete. The countries must, therefore, set mandatory rules, ease the regulations, and allocate budget for institutions to encourage the use technology in education.


Moving to Social Innovation and Entrepreneurship

The libraries are equipped with several books on Innovation and Entrepreneurship. Modern books cover the latest theories, techniques and varied levels of innovative works. This helps us to figure out the worth of innovation and entrepreneurship for the corporate world and higher education in particular. Now universities are focusing on enabling students to be innovative in every field and not just be job seekers. Rather, they should move to be job providers by becoming entrepreneurs and being critical thinkers. Amongst the many types of innovations, something that really intrigues me is social innovation.

Social innovation in the changing world is possible but not easy. It has several challenges at its operational level. Social innovation is all about devising new ideas for existing social problems and finding solutions through creativity and novelty. This is directly linked to the establishment of Social Entrepreneurship. Muhammad Yunus’s Grameen Bank and Anil Gupta’s Honey Bee Network are renowned examples of operationalizing social innovation and providing society with the benefits of social entrepreneurship. Most social innovations include kindergarten, the cooperative movement, first aid, and the Fair Trade Movement, all of which began with social entrepreneurs and then spread internationally.

Social innovation involves the same core entrepreneurial process of finding opportunities, choosing amongst them, implementing and capturing value. However, it may differ as it is individually-driven where passion for change leads to remarkable and sustainable results. Another important area where individuals have been a powerful source of social innovation can come from the world of user-innovators. These are individuals who experience problems at first hand and often provide the trigger for change in the society.

Social innovation and entrepreneurship do not exist without challenges. No innovation and start-up come easy, and setting such a venture that is social in nature faces business, economic, political and especially financial obstacles. Resources are not easily available and may require broad networking in order to secure funding. Mostly social innovation and startups seek grants and donations that are largely unpredictable.

Social entrepreneurs face difficulties in scaling up their startup. As these initiatives are focused to a large section of the society, scaling up is essential but also a great challenge. It is vital to note that it requires continuous funding along with people who share a similar passion and consensus in achieving goals.

Adding to this there is a human resource challenge as well. As social entrepreneurship is voluntary in nature and people dedicate their time and energy due to their core values and beliefs, the traditional management approach and motivational yardsticks may not work effectively thereby posing a difficulty in availability of expertise and helping hands.

Nonetheless, in spite of all challenges, there is a huge movement towards social innovation and social entrepreneurs in the contemporary world. Millennials and post-millennials are engaging with these thoughts with a clear intention to make the world a better place to live and do business. Social innovation and entrepreneurial initiatives can be a driving force for a country’s intellectual output too.

Mathematics and Decision Making

Decisions shape our lives. Mathematics rationalizes the shifting of information and the balancing of alternatives inherent in any decision. Mathematical models underlie computer programs that support decision making, while bringing order and understanding to the overwhelming flow of data computers produce. Mathematics serves to evaluate and improve the quality of information in the face of uncertainty, to present and clarify options, to model available alternatives and their consequences, and even to control the smaller decisions necessary to reach a larger goal.

Public – Private Partnership (PPP) towards UAE Healthcare Reforms

Public-private partnership (PPP) is a legal agreement between public and private sectors by sharing its assets and skills in delivering quality facilities and services to the people. PPP is becoming like a fad, however, it is a long-term process. It entails a broader capacity of understanding between the public and private entities that requires experience and knowledge advisers in facilitating the partnership between public and private sectors.

In the healthcare industry, most of the services are being delivered by the private sectors. Somehow the public sector provides the facilities but the management is usually being commissioned to the private sectors.

The healthcare industry in UAE is becoming fast improving and competitive to cater the needs of its citizens and the expatriates. The continuing move of the government in integrating policy to for a quality healthcare is also being challenged on how it can provide the most affordable services to offer to the public.

Improving the healthcare system, while considering the high cost in every health care provider is the main challenge for the policymakers. The UAE healthcare system both the private and public sectors provide funding leading to various payments, insurance coverage, and services offered. Thus, the system becomes so complex and very costly to manage and sustain because of the varying expenditures.

In 2014, during the World Government Summit, the UAE government has commissioned a report from Mohammed Bin Rashid School of Government, indicated that healthcare and education ranked the lowest in terms of quality based on the public perception in the lower middle-income countries. One of the six pillars of the Vision 2021 National Agency is to provide world-class healthcare. The government is now working in having all the public and private hospitals accredited according to the joined national and international quality standards of medical services and medical practitioners.

As stated in the Vision 2021, the UAE government set forth the following objectives: (1) enhancement of quality healthcare services; (2) attraction, retention, career development of healthcare professionals; (3) ensuring patient safety and wellbeing; (4) emergency preparedness; (5) health-hazards precautionary awareness to improve public health; (6) ensuring value of money and sustainability of healthcare spending; (7) inclusion of private sector health providers and endorsing their investment initiatives in the sector; and (8) launching electronic health program as a primary facilitator for the other priorities as stated above. The objectives are not only to set to be achieved but it will be a mechanism for innovation, reform, and development of the healthcare sector in UAE.

The UAE government enacted a law on public-private partnerships (PPPs) in 2015. The law encourages more partnerships between the public and private sectors in the development of projects in the country in order to improve the delivery of goods and services to the people.

Public-private partnership policy is a tool which requires a proper mindset on how to set its agenda, its policy objectives and how it will be implemented.  Commitment to the partnership needs a solid foundation in order to have a successful UAE healthcare reform.

Dr. Sharon Mendoza-Dreisbach is an Assistant Professor at Skyline University College, a university in Sharjah that offers the best MBA programs in UAE and one of the top universities in UAE.

Encouraging UAE Students to Volunteer


Volunteering for social organizations is an increasing trend among students all over the world. Smith et al (2010) conceptualized student volunteering as “outward-looking, focusing on students volunteering within their local communities.” What motivates students to volunteer is the opportunity to gain work experience and skills necessary to their interests and personal development.

Astin and Sax (1998) went beyond personal development and found that volunteering enhanced students’ academic development and their sense of social responsibility. Moreover, it increases their employability after graduation.

AIESEC (Association internationale des étudiants en sciences économiques et commerciales) introduced the idea of being a ‘Global Volunteer’ wherein students are able to go to 120 countries all around the world to be exposed to its respective local cultures and promote sustainable development. That way, exchange students are creating an impact on the lives of the local people in the communities where they went to.

This volunteering trend is being increasingly seen in the United Arab Emirates (UAE) as the authorities are encouraging students by giving them opportunities to participate in various activities.

In an effort to increase volunteering activities in Dubai, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of the said Emirate, issued Law No. 5 of 2018 in April to promote social engagement in the communities.

The new law requires public, private, and non-profit entities to register to Dubai’s Community Development Authority (CDA) before conducting volunteering activities and fundraising events. The program is also operating under the slogan ‘Volunteering makes UAE proud,’ as it encourages to spread the culture of volunteerism in all of the Emirates.

The CDA is tasked to implement this legislation as part of the agency’s strategy this year in achieving sustainable development by creating a cohesive, happy, and well-knit society.

Volunteerism in the UAE

A national volunteering platform, UAE Volunteers, was first launched by His Highness Sheikh Mohammad Bin Rashid Al Maktoum and His Highness Sheikh Mohammad Bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, in 2017 to promote volunteering as a vital pillar of social cohesion.

Through the said program, the volunteer sector aims to maximize its impact on the country’s population. Individuals will be able to apply their specialized skills and interests via the guidance of the platform and the management of its accreditations.

It also sees the need of 30,000 volunteers for the upcoming Expo 2020 Dubai as 25 million visitors are expected to come to the Emirate for the said event.

The platform includes 14 volunteering categories: education, care for the elderly, health, culture and arts, sports, leisure, environment, community service, hope-making, professional development, international volunteerism, and emergency response.

As a proof of completion for the volunteers, UAE Volunteers will provide a certificate of participation that includes the number of accredited volunteering hours.

At the national level, the program is implemented through the partnership of the Ministry of Community Development and the Emirates Foundation.

Implications on the Dubai communities

The CDA’s plan goes beyond Expo 2020. Its Dubai 2021 Plan is setting the Emirate to become “one of the world’s most advanced countries (sic) in the community development sector.”

The agency is spearheading the said program through a four-level strategic plan: involving the public, private, and non-profit stakeholders in community development, improving their financial performance, increasing the effectiveness of operations by being compliant to social standards, and supporting innovation and creativity through smart technologies.

Aside from increased engagement to the communities, the new law includes safeguards ensuring the safety of the volunteers by requiring organizers to provide insurance against injuries and equipment that will prevent people from harm.

Volunteering opportunities are not only limited to professionals. Students may also take part in the said activities provided that their volunteer registration is approved by their parents.

As a melting pot of cultures and varying skills necessary for the further development, this initiative may lead Dubai to a more sustainable and empowered community.

Dr. Sharon Mendoza-Dreisbach is an Assistant Professor at Skyline University College, a university in Sharjah that offers the best MBA programs in UAE and one of the top universities in UAE.



Astin, A. W., & Sax, L. J. (1998). How undergraduates are affected by service participation. Journal of College Student Development, 39, 251-263.

Community Development Authority Dubai. (2018). Dubai Volunteering Program. Retrieved from

Global Volunteer. (2017). AIESEC. Retrieved from

Smith, K., Holmes, K., Haski-Leventhal, D., Cnaan, R. A., Handy, F., & Brudney, J. L. (2010). Motivations and Benefits of Student Volunteering: Comparing Regular, Occasional, and Non-Volunteers in Five Countries. Canadian Journal of Nonprofit and Social Economy Research, 1(1) 65-81.

Using Learning Stations as a Teaching Tool

It is easy to become overwhelmed with the sheer amount of syllabus that we, as faculty, need to work through during the semester. Inevitably, there are sections that even we struggle to find interesting. It can become hard to motivate students when we are teaching such sections. I’ve found that learning stations work well for me in such cases. The preparation that I have to put in to design the stations and process always means that I end up finding an interesting angle from which to approach the lesson. The fact that students have to move around the classroom and complete activities with differing levels of difficulty always means that they are not distracted from the core material and engage with it in a more meaningful way.

Some of you may be familiar with the concept of a learning station and others not. Therefore, for those of you who have not used this particular tool before, I will provide a brief outline as to what it is. So what is a learning station? Rollins (23 March 2017, online) writes: ‘at their best, stations encourage student autonomy, critical thinking, collaboration, and student engagement’. Learning stations can only achieve this when they have been well designed by us, the lecturer. Picture your classroom with between four – six learning stations in the form of desks spaced about your classroom with different activities based on the material you are teaching that day. Each desk has a set of instructions and an activity. Students move around the classroom in groups and are given time at each station in order to complete the activity. The teacher keeps a strict monitor on the time and can either go from group to group offering encouragement or be stationary at one group and have a “teacher-led station”. Stations are not a way of removing any responsibility for the learning from the teacher but are a way of placing some of the responsibility of learning on the students. They are a dynamic and interactive way of bringing some fun to your classroom, without sacrificing content time.

Rollins (23 March 2017, online) provides the following tips to think about when planning learning stations so that the experience can be maximized by both you and your students.
Six tips for planning Learning Stations

1. Assign team leaders to help students navigate the stations.
2. When appropriate, place answer keys at the stations so that students can self-assess.
3. Consider incorporating an engaging anchor activity. Students carry these with them from station to station and work on these during any free time.
4. Plan furniture arrangement and travel routes to expedite stations.
5. Have materials already on tables ready to go.
6. Utilize a timer, and announce when they have about a minute left, to “Pack up the station, and get ready to move!”

There is no doubt that to start, using learning stations will be a labor intensive process for you the lecturer. Once you have your basic first lesson planned though, it is easier to plan further sessions based on this principle. I use learning stations to teach referencing systems and the dangers of plagiarism. My students appreciate the fact that they are not simply sitting and being talked at about a subject that at its very best can be described as challenging and I appreciate the fact that my students are actually engaging with the concepts and techniques and not merely playing around on their cellphones.

Rollins, S.P. (23 March 2017). Three questions to guide teaching through learning stations. Available at:

Lending technologies for the Small and Medium Enterprises (SMEs)

Written by: Mohammad Ali Elabed & Abdullah Ali Elabed

Lending technologies can be distinguished based on many different dimensions such as structure of the loan contracts, screening and underwriting policies or procedures, monitoring strategies and mechanisms, and the primary source of information. These technologies are deployed to address the types of problems that can lead to either over lending or credit rationing. The changes in the economic environment in which banks and small businesses operate have heightened concern about the availability of credit to the small businesses. Part of this concern reflects the fact that the small businesses are often informationally opaque and have far fewer alternatives to external finance than large companies. Also, many small businesses are highly dependent on banks for external finance.

There are two main types of lending technologies that are distinguished by the type of information that the banks use in monstering and granting the loan. These lending technologies are used to finance small- and medium-sized enterprises (SMEs).

The first type is the Transaction-based lending technologies which are primarily based on borrowers’ hard quantitative information, like the strength of the financial statement or the value of their assets, which are relatively easily available at the time of loan origination, easily to document them, and transfer. It may come in a different forms, including financial statement lending, small business credit scoring, factoring, asset-based lending, equipment lending, real estate-based lending, and leasing. It is better suited for relatively transparent small businesses and it focuses on one transaction with a customer, or many repetitive and standardized transactions with various customers.  Lending decisions are made after borrowers go through a formally structured application process where they are required to meet certain requirements like providing specific financial information in order to qualify for a loan. The transaction-based lending or arms-length lending can be more cost-effective and also allows larger and non-local banks to lend to SMEs.

The second type is the relationship lending which is extended primarily based on borrowers’ soft qualitative information, such as the entrepreneurs’ characteristics that include skill and integrity, which are not easy to verify. As the soft information is accumulated through close bank-borrower relationships, broad and long banking relationships should accompany the relationship lending so they need to be located close to their borrowers which enables the loan officers to personally contact their borrowers at a lower cost.

The relationship lending was better suited for more opaque small businesses. Traditional literature emphasizes that the use of the relationship lending methodology when dealing with SMEs because these firms are considered informational opaque and lack collateral.

Relationship lending is one of the most important technologies that employed by banks in extending credit to informationally opaque small businesses. The process of relationship lending is not well understood. However, a clear understanding of how the relationship lending technology work, and how the organizational structure of the bank affects their ability to deliver this service that are needed to assess how recent changes in the economic environment are likely to affect the availability of the credit to the small businesses.

Key Words: Lending technologies, SMEs, Small Businesses, Relationship lending, Transaction based lending

Ways to Grow With Minimum Environmental Hazard

To grow is a basic human instinct. Civilizations across the globe and across the time have celebrated growth and people responsible for growth have always been admired and respected and others have been advised to get inspired by these examples. Nations from every corner of the world have made policies, provided incentives and have taken steps to facilitate growth and development in economic terms. In the past environmental issues were not crucial as number of people on the planet and the amount of natural resources used by them were comparatively. The accelerated development of technology, growing human population, and exponentially growing usage of resources and consequent wastage have brought the environmental concern on the forfront.The inventions of non-biodegradable materials,deforestation,pollution of various kinds created by machines and automobiles have made the sustenance of this growth pattern questionable. The use of a new pesticide can have harmful impact on food products and soil, and the long run damage caused by it can be much more than short term benefits. Various new drugs and medicines can cause severe damage to human organs in the long run. The growing industrialization and usage of automobiles may pollute the environment ultimately resulting into a series of diseases and untimely deaths of human beings. Various industrial accidents like Bhopal Gas tragedy are hard to forget for any civilized human being. The fear of rising temperature and meltdown of glaciers, damages to ozone layer, depleting drinking water, vanishing animal and plant species can put the entire civilization’s existence at risk. Hence, there is a need of tackling these issues with conviction. The real concerns for environmental hazards started getting voiced at national and international forums in the second half of the twentieth century. Various protocols and summits like Kyoto, Montreal and the latest Copenhagen summit etc. are evidences of growing concern across the globe regarding environmental issues. People from every country have started thinking and working for sustainable development. A real development is the development which can be sustained for a long term. We can’t afford to ignore the issues related to environment, if we want to hand over a beautiful earth and prosperous future potential to future generations. We must look at the both sides of effects related to usage of new inventions and adoption of new processes. Our experiences with legislations and summits have taught us the hard way that a lot more needs to be done. The issue of sustainable development or growth with environmental protection may be ensured with following for steps: 1) Creating awareness through media and education-No universal problem can be solved without creating awareness about it to all. For this, environmental study should be made the compulsory part of education at all levels in all streams. It should be given the same importance what we give to the education of languages, technology, mathematics and general awareness. Secondly, the power of all types of media including print, electronic, internet, campaigns should be harnessed to the maximum to make people know about the environmental impact of their consumption or activities, and their probable consequences. 2) Making uncompromisable legislations- Although we have various legislations related to protection of wildlife, forest etc. and there are government institutions and ministries to look after environment, but it’s obviously not sufficient. There is a need to enact legislations which make intentional damages caused to environment as serious as causing damages to human lives or sovereign nations. We must realize that if environment does not sustain then nothing will. People with power and contacts should not be allowed to remain unpunished if they have committed crimes against environment. 3) Emphasizing research on environmental protection-In order to ensure growth without environmental hazards, researches related to it must be given due priority. We spend billions of rupees on researches related to industries, defense, health etc., but environmental researches still do not attract best talents or substantial resources. There is a need to promote environmental researches with the cooperation of both governments and private sector at every possible level.Universities, institutes and research agencies must work in this direction in every related discipline area. There is also a need to facilitate environmental researches at local levels to find alternative ways of production and consumption which are environment friendly. 4) Balancing the distribution of Income-One of the major causes of environmental hazards is the fact of people in large number struggling for survival every day in the different parts of the world. An individual, who is not sure of his next meal, can’t be sensitive to possible problems in future years or hardships to next generation. For him survival at any cost is the fact of life. No campaign or legislation can stop a starving individual to cause environmental damage. This is evident in damages caused to forest in areas full of poor people and a large number pf poverty stricken employees working for dangerous and environment damaging occupations. Hence, enough honest efforts must be made to create a reasonable balance in the distribution of income. The poverty of masses also makes the economic growth unsustainable in many ways including sustainability in environmental terms. In order to ensure the growth with safe environment these points should be considered by policymakers and general public at large. Human beings survive on hope of better future, and without protecting environment we lose the hope of bright future. It’s the case of saving our hope and our environment. Skyline University College is among the top educational institutes in Sharjah and it continues working for sustainability and environmental protection through the community service activities and training to students. SUC is among the best options for BBA in Sharjah. It has also started BBA in public administration to prepare a students for administrative responsibilities.

Macro and Micro Leadership – The essential leadership roles for sustainability of an organization

 Macro and Micro Leadership – The essential leadership roles for sustainability of an organization

Student’s Name: Shaikha Majid Alshamsi           

Student’s ID No.: 12437

Every leader performs two roles in the organization, one is macro leadership role and the second one is micro leadership role. This article focuses on understanding the functions of a leader at macro and micro level and attempts to compare these two types of leaderships. Building a right environment and culture in the organization is an essential ingredient of macro leadership and analyzing and implementing the strategies on a day-to-day basis by monitoring every activity by doing an in-depth management is micro level leadership.

 Macro is generally considered to be the ‘Big Picture’ of the leader and micro is considered to be the ‘task’ accomplishment of the leader.

 At the macro level, the leader is more focused on bringing a transformational change in the organization by carefully monitoring the external and internal environment of it. The leader develops a long-term strategy by visualizing and anticipating the changes in the external environment and makes the structural changes required in the internal environment of the organization to synchronize the external changes.

 Macro Leadership:

 This leadership level or role is a strategic one. The leader thinks from a very broader perspective by scanning the business environment and suitably adapting the organization to the dynamics this external environment, keeping the vision, mission and objectives of the organization in mind.
The leader makes plans to expand the business by looking at various opportunities of investments. Keeps trying to innovate by launching new products, entering into new markets, making modifications to the existing products and services, and modifying the organizational strategies to deal with all the external stakeholders of the organization. Depending on the need, the leader also modifies the vision, mission and objectives of the organization from time to time. All the actions of the leader at this strategic level of leadership are oriented towards achieving sustainability of the organization. Therefore, at the macro leadership level, the leader plays a ‘transformational’ leader role.

Micro Leadership:

At this level of leadership, the leader tries to build the capacities of the organization in terms of manpower, finances, and other resources like machinery, equipment, and facilities. The leader also develops relationships with employee teams, lays out plans to complete the tasks, provides all the necessary support and motivation. The leader brings clarity to all the departments and functions by assigning them their roles and responsibilities in accomplishing the given tasks. All these actions match with the information gathered from the external environment at the macro leadership level.

The leader displays the necessary attitude by encouraging the employees to put their efforts to reach the goals for completing the tasks. The leader provides the required support to achieve the objectives of the organization.

Finally, for any leader to be a successful leader it is essential to display the leadership qualities at both the levels i.e., Macro and Micro.

Thinks before you act –“Analytical approach for Marketers in the distributor’s change over”

Almost every marketing strategies revolve around 4Ps or 7Ps.It’s also been supposed that all Ps are usually controllable factors, were in PESTL (Political, Economical, Social, Technological, and Legal) are uncontrollable factors. It’s time to review on the academic scholarship, particularly in context to create awareness to the Marketers by providing insight to the analytical approach in distributor’s change over the decision.

It’s true that CMO on his immediate discretion can discontinues a product from

Any date he wishes merely with one circular to all stakeholders and shareholders of the company. Perhaps he also in tandem can do the same with the Price, Promotion, people, process and physical evidence too. But the decision to change place (i.e. Distribution) at once, perhaps is the daunting task.

Depending upon the industry, Intermediaries have a variety of titles/Names. Among popular names are C&F, Distributors, C&A, wholesalers, retailers, Propaganda, agents, etc. The titles also depend upon the ownership & job description and responsibility to be carried out by them. As their function demands they are responsible for indenting the good, receiving the good, inventory the goods, invoicing the goods, assorting them, sorting, repackaging, shipping the goods, ensuring the transportation, insurance, the goods to forward movement to the retailers for the ultimate destination for the consumer. In this process, they also promote the product and provide required services facility if needed for the product. At this point they display and facilitate the choices to be made by the purchaser which is typically important for new products. Feedback is also a very important function which they extend (Customer's feel, repurchase, compliments, and dissonance) that makes companies make required changes in other Ps to stay competitive & relevant for the customers.

As known that the flow of goods also carries revenue (the carrier of Profit). The delay the decision of discontinuation/substitution of distributors is great concern for CMO on the profitability of organizations. Since decision exacerbate while holding on present sales, substituting the demand and lead to issues which get put on hold leads to scrap the value of goods due to breakages, expiry, leakages, & spoilage unattended. Regular customers to the distributors take time to set to another route to purchase or show their resistance or get influenced to substitute the demand with competing products. Power of distributors they will take the issues to litigate where another hold on the decision can harm the sales and impact the progress of organizations.


What is advised?  A distilled MOU is to be concocted, incorporating all possibilities of happenings which can impact business progress and process and secured the organization with clear acceptable norms where both the parties are at mutual welfare without hammering the work?

To reaffirm “Thinks before you act” Since an effective distribution channel are a source of strategic advantage for companies.