Family Business, Entrepreneurship, International Business and Marketing.
This case is intended for an undergraduate business student audience in courses dealing with Entrepreneurship, Family Business, International Business and Marketing.
TARA Trade, a Lebanese souvenir-item designer and distributor owned by two brothers, was facing hostile competition. The partners who operated the business from two different continents had to deal with multiple threats to maintain their market position in a region of the world riddled with political unrest, regulatory chaos and idiosyncratic (distinctive) socio-cultural business practices.
Students are challenged to identify solutions to the marketing concerns and analyse the partnership issues faced by the international ownership/management of the business.
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