Faced with security turmoil, marketing in Lebanon has always been a question of controversy. As I tried to enter the marketing field in this part of the globe, the Middle East, I realized that very few research had been targeted on marketing under hostile conditions. Thus, I took the subject at heart.
First aiming to investigate the "accountability" in marketing; I seeked to read more on marketing measures. Finding it a very subjective case; I thought a practical case might be more interesting... I mean, for learning purposes!
Therefore, after specializing in a master of science in marketing, I decided my dissertation topic will be on the impact of security turmoil on marketing response. My work was to be based on a case study approach based on the Lebanese market.
Throughout my research I noticed the capacity of the Lebanese economy to stand and improve amid the recent global economic turmoil; noting a certain parallelism between security and economic turmoil. There was no question, Lebanon managed to stand undefied because of the precautions it used to face eminent risks. Could this parallelism apply on marketing response?
I'd say yes... *to be continued*
