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The purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and thus be able to propose appropriate marketing strategies for each market segment.

A survey, based on the use of closed-ended questionnaire, was addressed to 320 organic food consumers in the capital Beirut, in February and March 2014. Descriptive analysis, principal component analysis and cluster analysis (k-means method) were performed upon collected data.

Four clusters were obtained and labelled based on psychographic characteristics and willingness to pay for the most purchased organic products. “Localist” and “Health conscious” clusters were the largest proportion of the selected sample, thus these were the most critical to be addressed by specific marketing strategies, emphasising the combination of local and organic food and the healthy properties of organic products. “Rational” and “Irregular” cluster were relatively small groups, addressed by pricing and promotional strategies.

This is the first study attempting to segment organic food consumers into different categories in a developing country as Lebanon.

This study aims to evaluate the safety and quality of organic food product versus conventional ones in the Lebanese market.

Selected organic and conventional Lemon and cucumber were assessed for the presence of pesticides residues using LC-MS/MS and GC/MS/MS, also compared at the level of total polyphenols content, flavonoids, tannins and tested for their antiradical and antibacterial activities.

The findings indicate that organic lemons were contaminated by four types of pesticide residues (33.33%), while one pesticide residue (22.22%) was detected in conventional one, which were all below the European Union Maximum Residue Limits. For cucumber, six pesticide residues (66.66%) were detected in organic samples, while in conventional, eight pesticide residues (55.55%) were detected. However, absolutely four samples (44.44%) in each of conventional and organic cucumber samples surpass the maximum residue levels. Both lemon and cucumber, regardless of the farming systems, possess potent antioxidant activity with no significant difference, except for lemon, where total polyphenol was highly significant in conventional. Additionally, this study showed that lemon of conventional origin was slightly more effective in inhibiting the growth of gram-positive and gram-negative bacterial strains compared to organic samples, while both cucumber types did not exert any antibacterial effect.

This is the first paper to assess the polyphenols, pesticide residue and biological activities of organic lemon and cucumber in Lebanese market as well as comparing conventional to organic.

The purpose of this paper is to investigate the factors underlying Lebanese consumers’ food motivations and segment them based on those motivations.

The data in the study were collected from the main shopping districts of the Lebanese capital, Beirut, through a structured questionnaire. Respondents were intercepted by employing simple random sampling. Out of 700 people approached, 411 surveys were collected, giving a response rate of 58.7 per cent. After gathering the food choice motives under main groups by employing exploratory factor analysis, the study used two step cluster analysis.

The food choice motives were grouped under eight dimensions: ecological, sensory, convenience and availability, health, weight, mood, price and religion motives. Based on the food choice motives, the study identified four dissimilar clusters, namely, careless, conscious, hedonic and health and weight conscious. The study clearly indicated that there are significant differences among clusters in terms of the food choice motives, attitudes towards healthy eating, exercising, food quality and natural organic food and socio demographic characteristics.

There are numerous studies on food choice motives in the literature investigating certain countries. This study is the first study investigating the subject in one of the Middle Eastern countries, Lebanon.

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

This study aims to assess the exposure of Lebanese consumers to nutrition and health claims (NHCs) on pre-packed bread.

Bread samples (n = 354) from all the bakeries (n = 44) located in Mount Lebanon, between 2017 and 2018, were assessed. Breads with nutrition claims were analyzed using standard methods. A cross-sectional study was also conducted among 400 supermarket shoppers.

Results showed that among the collected samples of bread (n = 354), 59.6 per cent carried at least one claim, 47.2 per cent had non-nutrient claims, 32.5 per cent had nutrition claims and 15.3 per cent presented health claims. Claims related to sugar, salt and fiber content were the most commonly used (28.8 , 16.4 and 14.7 per cent, respectively). NHCs were mostly present on whole wheat bread. Breads with claims were more expensive. Half of the participants (49.8 per cent) relied on NHCs whenever purchasing bread, especially females (OR = 2.35, 95 per cent CI = 1.44-3.84, p = 0.001), those following a specific diet (OR = 4.56, 95 per cent CI = 2.02-10.25, p < 0.001) and those with the lowest household income (OR = 0.795, 95 per cent CI = 0.639-0.989, p = 0.040).

The overall findings showed that Lebanese consumers are highly exposed to NHCs, especially those at higher risk which could lead to serious public health issues if their use is not strictly regulated and controlled. Moreover, NHCs could be used as a tool to increase consumers’ awareness and help them make healthier choices during shopping.

The learning outcomes are as follows:

1. assess and evaluate the challenges affecting a mobile food aggregator platform’s business model and its effect on the customer journey in a developing market;

2. understand the relationship between the different stakeholders on such platform, namely, restaurants, end-users and the platform itself, and its implication on the customer journey; and

3. develop different potential marketing strategies under that business context that can be implemented and replicated in a given emerging market.

Zomato is an online restaurant aggregator and food delivery company that provides information, menus and user reviews of restaurants. While Zomato was growing exponentially in terms of number of users and listed restaurants, the platform had to constantly reinvent itself to stay competitive in light of increasingly aggressive competitors that were launching into the different markets it serves. Maya, the country manager of Zomato Lebanon, faced a key dilemma deciding which potential strategy to replicate from head office into the local market that would help her fend off rising competitors while still increasing the size of the market.

This case can be used mainly in senior undergraduate-level business school students. The case can be taught in courses covering marketing and strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

This case focuses on social entrepreneurship where social externalities lie behind a commercial activity. It aims to help students understand the ins and outs of social entrepreneurship concept and justify its application or not to “The Good Thymes”. It leads to an in-depth reflection in the strategic management field but within the framework of a social enterprise. It presents a good foundation to help students applying the strategic tools to this particular context. It aims to help master’s students in the business field to explain the concept of social entrepreneurship by drawing out its elements from the case study, identify and list the components of business development and management, design "The Good Thymes" business model and list its value chain and evaluate the future orientation of a company based on its characteristics.

Young, ambitious, in love with his native village "Kfarhouna", in Southern Lebanon, Fady Aziz, a branding specialist living in the capital Beirut, proposed in January 2016, in a friendly discussion, to the priest of the monastery of Saint-Georges to rent him an agricultural land. He aims to have a reason, at the end of the week, to go up in his village with his family. Skeptical to the idea, the priest accused him of "not understanding anything about agriculture" and challenged him to propose a valuable agricultural project likely to make him change his mind. M. Fady Aziz fought to meet this challenge which will allow him not only to reinvigorate his abandoned village but also to reconnect with his origins. He obtained the right to exploit a plot of land belonging to the Monastery of St. Georges. He had the idea of planting thyme and transformed his "hobby" into the outset of a long journey where his products crossed the borders, under a purely artisanal brand: "The Good Thymes". Today, M. Aziz is facing a new challenge: Would he be able to fulfill all these orders and remain faithful to the philosophy that led him to invest in his village without impairing the natural and artisanal aspect of his thyme?

Master in Business.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 11: Strategy.

The purpose of this study is to explore the marketing success factors of an international private healthcare company operating in Lebanon and examine how these factors evolve depending on different business phases.

An extreme single-case study of a Lebanese healthcare center was conducted. The data sources consisted of semi-structured interviews and archival data including industry reports, newspaper articles and internal documents.

This study offers interesting, non-studied insights into marketing success factors in the private healthcare sector. In particular, it shows how to evolve from more traditional business models to disruptive yet very attractive personalized services with high-quality standards.

While the theoretical position developed fits the unique characteristics of the studied industry and country settings, it is necessary to be cautious in generalizing the study to other geographical settings and industries.

This research provides managers and decision-makers with insights into how to identify, organize and develop success factors in the marketing discipline during different business phases of private healthcare organizations.

This study contributes to the scarce literature on the marketing of private healthcare organizations by exploring success factors in a non-studied geographical and cultural context.

The purpose of this paper is to investigate the dark properties as a function of reverse current induced defects. Dark characteristics of solar modules are very essential in the understanding the functioning of these devices.

Reverse currents were applied on the photovoltaic (PV) modules to create defects. At several time intervals, dark characteristics along with surface temperature were measured.

Current-voltage (I-V) and capacitance-voltage (C-V) characteristics furnished valuable data and threshold values for reverse currents. Maximum module surface temperatures were directly related to each of the induced reverse currents and to the amount of leakage current. Microstructural damages, in the form of hot spots and overheating, are linked to reverse current effects. Experimental evidence showed that different levels of reverse currents are a major degrading factor of the performance of solar cells and modules.

These results give a reliable method to predict most of the essential characteristics of a silicon solar cell or a module. Similar test could help predict the amount of degradation or even the failure of PV modules.

The negative consequences of the COVID-19 pandemic and the current economic situation, especially in certain countries, have compelled organizations to shrink their hierarchies, reduce working hours, freeze hiring, and rely on gig workers to perform tasks. While these circumstances may be seen as a threat, certain vulnerable labor groups, such as women, seized the opportunity to develop entrepreneurial skills and launch their own firms. Others addressed smart platforms to engage in gig economy activities. This research investigates the aspects that drive women to be entrepreneurs, exploring the relationships between the entrepreneurial ecosystem, the gig economy, and women's entrepreneurship in a developing country.

Data were collected from 300 female entrepreneurs in Lebanon through questionnaires that measured the indicators and variables of the proposed model, which was tested applying partial least square.

The results show a positive influence of the entrepreneurial ecosystem and gig economy on women's entrepreneurship, stronger in the case of entrepreneurial ecosystem elements and almost similar for opportunity and necessity entrepreneurship.

This research achieves empirical evidence on the relationship between the entrepreneurial ecosystem, the gig economy, and women's entrepreneurship in the case of a developing country. The originality of this paper lies in its empirical and gendered approach, considering together the effects of entrepreneurial ecosystem factors and gig economy practices on women's entrepreneurship, especially relevant in a regional context like Lebanon, where digital economy may constitute an opportunity for economically vulnerable groups.