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The case study’s learning objectives, structured according to Bloom’s taxonomy, engage students in higher-order thinking for critical analysis and strategic decision-making. After completion of the case study, students will be able to analyze sustainability practices and evaluate the family’s distribution model for alignment with sustainability and potential expansion strategies; explore adaptive strategies to identify adaptive solutions to challenges such as climate change and economic fluctuations; apply theoretical frameworks to balance exclusivity and growth in the olive oil industry; and assess strategic decisions considering financial viability, environmental responsibility, community engagement and sustainability.

The case study centers on the Abi Raad olive farm, a multigenerational family-owned business deeply rooted in olive cultivation traditions in Selfaya village, within Mount Lebanon’s Aley district. Led by Richard Abi Raad, the family specializes in olive cultivation, olive oil production and handmade soap manufacturing within the agriculture sector. In 2023, the organization faces significant challenges such as rising labor costs and the exploration of sustainable labor sources for future growth. Abi Raad, the primary protagonist, grapples with critical decisions regarding maintaining traditional distribution methods versus expanding into broader markets. His choices must balance the preservation of cultural heritage with the need to uphold brand integrity and competitiveness. The case study traces the family’s historical journey in olive farming and explores their contemporary strategic dilemmas, offering insights into sustainable agriculture, entrepreneurship and navigating modern challenges while honoring tradition. Through the narrative of the Abi Raad family-owned business, the case study provides profound lessons in strategic decision-making and ensuring long-term sustainability.

This case study is suitable for students studying master’s in business.

Teaching notes are available for educators only.

CSS 11: Strategy.

Education is foundational for creating caring sustainable leaders and organizations. This paper aims to investigate whether historically eminent Lebanese universities are integrating sustainability courses and practices in their curriculum, and to discern whether these universities’ administrators are currently providing, or plan to provide, positive educational experience through addressing sustainability concepts and tools in their respective universities.

The authors based their qualitative study on a multimodal design for explorative and recommendation purposes. The review of literature and online search facilitated setting standards and benchmarking. Face-to-face interviews and observation corroborated the findings and provided insight. The information was systematically ordered to tackle sustainability as a product and as a process on different campuses. All research was subject to ethical clearance from the studied subjects.

Compiling the input from all participants revealed that there is an urgent need to reform universities’ products and processes, in addition to a necessary call for support from governmental entities. The seeds of environmental sustainability are present in varying degrees in universities that have been continuously functional in the service of higher education in Lebanon for a period of 50 years or more.

The lack of contextual, comprehensive models, toward which change can be geared, presents a limitation to this work. Another limitation is that this study was restricted to historically prominent universities with the valid assumption that they play a leadership role in higher education. More universities should be investigated to further validate the findings, to complement this project and to allow for generalizability and comparison with initial findings.

More focus is needed to prepare present students and the future community to rely on available resources. The paper outlines the need to change the educational approach in Lebanese universities. It addresses a call to the administrators of all universities to provide the right policies, tools, materials and other resources to help sustainability.

Universities are called to play a major role especially in inspiring and teaching sustainability concepts. It is worth noting that education can be seen as a social good. If education is well served, it can create jobs, generate high revenues and raise standards of living. But serving the education “well” may require disruption of the status quo, which, if done creatively, will lead to novel approaches and solutions that outweigh the disruption itself.

This paper has exposed the status quo of universities vis-à-vis sustainability, but it has also challenged “what is”, and opened up possibilities of what “could be”. Educational projects should be adapted with the participation of the private sector to stimulate innovation, and experience the lived dimension of sustainability. Implementing such a change represents the bridge between current and needed ways of thinking required by the new environment.

This paper aims at shedding light on the entrepreneurs' perception towards crowdfunding as a new mean for raising capital, and their willingness to send appropriate signals to the potential fund providers/backers.

The research strategy is based on three methodological approaches: desk research on online sources, a map of the crowdfunding phenomenon, and a quantitative approach with a survey performed between June and December 2020. The survey covers a sample of 147 Small and Medium enterprises (SMEs) and startups, in addition to semi-structured interviews with 10 entrepreneurs.

The study reveals that between losing their work and losing part of their firms' equity, entrepreneurs are keen on sending positive signals to backers. Moreover, they are willing to adopt a new way of thinking, as their primary goal is to save their firms, their jobs, and their source of income. The research highlights the concern of entrepreneurs of losing reputation, losing intellectual property, losing control, and of becoming only shareholders in their enterprises.

The main limitation in this paper is that no single study in Lebanon adequately covers the topic and thus extensive research has been carried out on crowdfunding across the world and analyzed in the Lebanese context.

Overcoming funding challenges can reduce brain drain, promote a culture of entrepreneurship, serve the economy, combat poverty, achieve more equitable society, increase the levels of expectations, and turn the flywheel. Moreover, the paper presents clear implications for the field of policy-making both in developing and developed countries.

Considering the serious financial disintermediation and liquidity shortage Lebanon faces, the findings of this study show how important changing entrepreneurial culture and behavior is, and the crucial role crowdfunding could play in providing funds for the SMEs that form 95% of the total business sector in Lebanon.