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Château Ksara of Lebanon: Local Focus Versus Global Reach Trade-Off
Marina Apaydin; Maya Christina Noujaim; Charbel Ghossan; Miguel Manglano; Abdellah Laaouane; Yasmine JreissatiCaso IVEY-9B17M186-EDirección estratégicaIn December 2016, the chief executive officer (CEO) of Château Ksara, the largest and most renowned wine producer in Lebanon, was analyzing the company’s sales volume and product availability around Lebanon. To the CEO’s surprise, a popular fine dining establishment in the city did not include any of Château Ksara’s wines. Frustrated, he started wondering what could have been the reasons for the omission. Was the quality of wine giving competitor...Desde 8,20 €