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• Enter foreign markets using the home market diaspora as a beachhead.
• In a world of unprecedented cross-border flows of people, there are millions of people living in other countries. Only a minority of these people will be fully assimilated into the new (host) culture. Many migrants will retain some old brand preferences and consumption patterns.
• Examples: ICICI, Reliance, Dabur (India), Pran (Bangladesh), Bimbo (Mexico), Jollibee Foods (Philippines), Islamic Bank of Malaysia, Nando’s (South Africa)
Famous businessmen of Lebanese descent include Carlos Slim Helú, Carlos Ghosn and Nicolas Hayek; names in entertainment like Salma Hayek, Shakira, Tony Shalhoub, and Paul Anka; politicians include Philip Habib, George J. Mitchell, Ralph Nader, Ray LaHood, Donna Shalala, John Sununu; lawyers like Amal Clooney.
A role for the Lebanese government?• Dubai is working on establishing a national certification
standard as part of plans to regulate and develop the halal food industry in the UAE.
• Dubai is working with the Emirates Standardisation and Metrology Authority (ESMA) to set the requirements for granting the Halal National Mark to food producers in the country.
• The UAE Scheme for Halal Products is the first of its kind at an Arab and Gulf level and supports the initiative launched by Sheikh Mohammed bin Rashid Al Maktoum, ruler of Dubai, to make Dubai the global capital of the Islamic economy.
• Dubai's Economic Zones World (EZW) will develop two Halal Zones, specifically designed to cater to the regional and international Halal Product markets.
• EZW said it has allocated infrastructure-ready plots of land for Halal Zones in Jafza and TechnoPark.
• EZW will also engage in a global marketing campaign for the Halal Zones.
First, managers should gather and evaluate data in these four dimensions to determine whether their brand will benefit from the Diaspora strategy.
• Critical mass of the diaspora in host country. What is the size of the Lebanese diaspora relative to the host country’s overall population? Where is the percentage highest? What are the sociodemographics of the diaspora within a country, and does a substantial number of these migrants fall into our target audience?
• Geographical distribution of the Lebanese diaspora in host country. Do members of the diaspora live in close proximity to each other and to points of distribution? In which cities or regions of the host country? Can we leverage word of mouth in these communities?
• Socioeconomic profile of the dispersed diaspora. To what extent do migrants associate with people outside the diaspora who share their socio-economic status?
• Brand appeal. Will our brand’s product characteristics and imagery appeal to the mainstream population?
Second, implementing a diaspora-driven strategy works best when firms:• Segment the diaspora into four types--assimilators,
marginalized, ethnic affirmers, and biculturals.• Target the ethnic affirmers as an attractive market and the
biculturals as a beachhead, and ignore the other two segments.
• Study tourism patterns and demographics at home to determine whether the number of tourists from a foreign country is substantial enough to leverage a reverse diaspora effect.
“Made in Lebanon” associations may complicate moving from the Lebanese/Arab diaspora to mainstream population.
Stereotypes can be overcome through smart marketing, by leveraging unique Lebanese/Arab strengths.