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Product cover image for Khalil Fattal & Fils SAL: Exploring the Online World

Khalil Fattal & Fils SAL: Exploring the Online World

Randa Salamoun, Lina Tannir

Product #:W36385_P
Supplier:Ivey/AUB
Discipline:Information Systems, Marketing
Setting:Lebanon, 2023
Details:Case (PDF) • 10 pages • 2024-03-27

Subjects:

Change managementOrganizational cultureDigital transformationExecutive educationStrategyBusiness managementBusiness educationCovidFamily businessesHealth and wellnessBusiness structuresTechnology and analyticsSales and marketingInformation systemsMarketing

Industries:

Goods, trade, and consumer services

Geography:

Lebanon
Your Price:$9.71

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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.

Learning Objectives

This case was written for use in digital business strategy courses and digital transformation courses at the graduate level, as well as in executive education modules. However, the case can also be used to discuss topics related to family businesses, organization, digital commerce, and change management. It also discusses the substantial differences between companies that are digital natives versus physical retail incumbents, and helps students understand the impact of organizational culture on corporate decisions. The case allows students to adopt a digital business strategy framework and develop a recommendation. Specifically, after completion of this case, students will be able to

  • recognize the importance of organizational culture for developing a digital strategy;
  • recognize the limitations of reactive digital responses;
  • identify the challenges, benefits, and requirements of B2C and B2B approaches; and
  • apply a digital business strategy framework.
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Case Study: Khalil Fattal & Fils SAL: Exploring the Online World | Ivey Publishing