Chateau Ksara of Lebanon: Local Focus Versus Global Reach Trade-Off
In December 2016, the chief executive officer (CEO) of Ch teau 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 Ch teau Ksara's wines. Frustrated, he started wondering what could have been the reasons for the omission. Was the quality of wine giving competitors an edge in selling their brands? What position did Ch teau Ksara currently hold within the wine brand landscape in its own country? How could Ch teau Ksara add value to, and maintain profitable relationships with, its distribution channel partners? Marina Apaydin and Maya Christina Noujaim are affiliated with American University of Beirut.