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For most trading companies in the world the ultimate goal of their business will be to maximize profits. But for NIA Limited in Dubai, it is about building a satisfying company.

In the Jabel Ali area of Dubai, NIA Limited, has their offices registered in JAFZA. It is a business enterprise dealing in consumer electronics and home appliances with specialisation in HVAC solutions. The company's operations are administered through a network of subsidiary companies in the United Arab Emirates and other parts of the Middle East. The company has a manpower of more than 300 employees and a network of 350 dedicated service providers.

Although profit is necessary to run a business and make ends meet, NIA wanted to focus on satisficing profits rather than maximizing them. To build a long-lasting company, NIA Limited stressed on Employee skill development in using the office tools

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