In June 2023, the director of corporate communication and digital services for Khalil Fattal et Fils SAL (a subsidiary of Fattal Group) was tasked with presenting a strategy for the company’s online activities. The family business was a fourth-generation diversified distributor of a large variety of products and many other items by well-known brands headquartered near Beirut, Lebanon. The director had started to explore online sales platforms after the outbreak of the COVID-19 pandemic in March 2020, which was soon followed by a major political and economic crisis in Lebanon. The director was wondering which of two potential strategies she should present to the board of directors. She could recommend a B2C strategy to strengthen the company’s retail business or a B2B strategy to avoid potential conflicts among the company’s various independent retailers. The director had to make a decision before the next board meeting.
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