FRANCHISING LEBANON
With the franchising industry in Lebanon continuing to go from strength to strength, the Lebanese American University launched its ‘Professional Certificate in Franchise Management’ program. Charles
Arbid, president of the Lebanese Franchise Association (LFA), spoke to HN about the program’s benefits.
1. The curriculum was devised in collaboration with 80 experts and professionals from the industry. How accurately do you think it reflects the true needs of the franchising industry in Lebanon?
All businesses require continuous streams of knowledge, innovation and new thinking. Continuous education addresses a broader audience and can boost entrepreneurship, skills and offer career choices. The needs of the franchising industry in Lebanon are many. Meeting all of them is a collective effort, primarily involving the LFA, but also specialized service providers and the government on the policy front.
2. What are the objectives of launching this certificate?
The LAU seems to be optimistic about the growth of franchising in Lebanon and the region, which is why it is investing resources to address a need they have identified. The university believes that building stronger bridges between academia and the business community is a priority. The certificate will help promote franchising in Lebanon, making the skills related to this business model readily available to additional segments of society.
3. Do you think the franchising industry in Lebanon has reached a maturity level requiring additional specialization and expertise?
Franchising has been successful in Lebanon because it embodies our people’s ‘can do’ attitude and promotes our way of life. Equally importantly, Lebanon is the biggest exporter of franchising in the Middle East, a fact that all Lebanese should be very proud of. No country in the region produces and exports so many innovative concepts. Given the spirit of the Lebanese, our sector will keep on growing. However, mature companies have more focused needs and face more complex operational questions. The new certificate is more beneficial to new entrepreneurs wishing to gain insights into franchising essentials. Restaurants and others, who are already operating under the franchise model, need more focused training. That is why the LFA offers highly specialized training modules in fields like: assessing franchise concept profitability; visual merchandising; purchasing; and food styling, among others.