Marketing systems’ analysis in intercultural tension contexts: implications for sustainable prosperity of Syrian refugees in Lebanon

Abstract

Forcibly displaced populations are increasing and are inevitably changing market landscapes in host societies. Lebanon remains the country with the highest number of refugees per capita after Syrians had to take refuge because of the war that started in 2011. National public debates and international reports on how to fairly and effectively welcome refugees in host countries have proliferated, however research at the intersection of marketing fields and development is insufficient. Macromarketing lies in a privileged position to address the complex socioeconomic phenomena vis-à-vis the inclusion of refugees in host societies, taking into account the well-being of all actors and stakeholders, from consumers, businesses, NGOs, and governments. Within such a complex network of actors, interests, and international conundrums, social dilemmas and fears can lead to animosity towards the newly arrived community. This thesis will explore the reasons behind Lebanese consumers’ animosity towards Syrian refugee employees, as well as the disposition of macrofactors in the Lebanese marketing system to facilitate or hinder refugee inclusion.