While “multitasking” has become a staple on job descriptions, research on sales-service ambidexterity – when salespeople are required to provide the dual role of sales and customer service – has been very limited, according to Assistant Professor of Marketing at the Adnan Kassar School of Business (AKSOB) Omar Itani.

As businesses across industries continue to push their salesforce to take on dual roles, Dr. Itani points out that his co-authored study could bring in valuable empirical evidence. Published in the Journal of Personal Selling & Sales Management, the study looks into how sales-service ambidexterity can influence salespeople’s role perceptions and behaviors as well as customer satisfaction.

During an interview, Dr. Itani began with the obvious: “Sales and services are two goals that have not, traditionally, been achieved in parallel.” Indeed, he adds, “they have long been in conflict.”

To illustrate ambidexterity, Dr. Itani gave the example of bankers and insurance sales agents who are expected to meet monthly targets by means of cross and up-selling. Simultaneously, they take on the role of customer service agents who are charged with responding to questions and complaints. “Using the resources allocation theory and control theory, our research looked at how some tasks may go in parallel while other attempts to balance the two acts might hinder efficiency,” he clarified.

So why has sales-service ambidexterity been on the rise for the past five years, if it has shortcomings in practice? Dr. Itani shares several insights. “The increasing competition and limited budgets, have led businesses across industries to adopt this strategy, given the multitude of factors at play,” he said.

For one, as he explained, the rise of customer-centric marketing  and digital media have provided consumers with a sense of empowerment. “Customers take to digital media whenever they are unsatisfied with the service,” he said, adding that they also have quicker access to competitors’ information and offerings than they did before. “This has taken a toll on businesses that can no longer afford to measure success by sales only, as customer service has come to play an increasingly larger role, which is a battle that the employees have to fight.”

The upside of ambidexterity is that it helps the salesforce adapt to selling, “motivating them to experience different sales approaches that fit customers’ specific needs,” as Dr. Itani put it. Furthermore, customers are more satisfied with ambidextrous salespeople because they tend to experience and appreciate their efforts firsthand. “When the salesperson is also in charge of customer service, he or she can gain the long-term satisfaction and trust of the customer,” said Dr. Itani.

The downside, as the research suggests, is that sales-service ambidexterity holds unfavorable outcomes by increasing the “role conflict” experienced by salespeople, who tend to receive incompatible requests coupled with limited time and resources to complete multiple assignments. This problem is further intensified as customers become more demanding and have high expectations for service and support.

This is true across the array of industries that the study covered, from auto sales and financial operations to healthcare and information technology. As for geography, though the research used India as its subject, Dr. Itani argues that it is relevant for any emerging market.

“Consumer satisfaction and salespeople’s role perceptions share many similarities universally,” said Dr. Itani, adding that the findings and implications of the study could inform businesses on how to optimize their salesforce's performance when employing sales-service ambidexterity. 

Findings of the study could inform businesses on how to optimize their salesforce’s performance when employing sales-service ambidexterity.

As early as the 12th century BCE, the Phoenicians used a series of Mediterranean cities as trade hubs for cultural and commercial exchange. Today, the Council of Europe identifies this itinerary as the Phoenicians’ Route, encompassing nine countries on three continents.

On January 10, LAU joined forces with the Council of Europe, the Lebanese ministries of Tourism and Culture, the LAU-Louis Cardahi Foundation (LCF) and several coastal Lebanese municipalities to celebrate the opening of the XII Euro Mediterranean Intercultural Dialogue on the Phoenicians’ Route 2019 at Radisson Blu Hotel. It was held under the patronage of the Lebanese Minister of Tourism Avedis Guidanian, and attended by high-ranking officials, ambassadors, scholars, and heads of public and private institutions, among others.

In her welcome address, Director General of the Ministry of Tourism Nada Sardouk pointed to the significance of the event in “attracting a cultural-touristic movement toward Lebanon,” while Guidanian revealed that the number of tourists in Lebanon reached two million in 2018 – up 300,000 from the previous year. He also affirmed that the event “promotes Lebanon’s position as the homeland of the Phoenicians.”

In his speech, LAU President Joseph G. Jabbra referred to the project as “absolutely essential in providing the opportunity for exchange between Lebanon and the rest of the Euro-Mediterranean countries.” He pronounced the subject very “dear to our hearts” as LAU’s logo is a Phoenician ship – the trireme – "symbolizing our mission to advance education everywhere and our profound belief in selfless giving, continuing progress, and the civilizing gift of education.’’

LAU’s own Dr. Rachid Chamoun, who was recently elected president of the International Confederation of the Phoenicians’ Route, declared this “more of a mission than a project.” He gave a brief overview of how the collaborations came to be, both between LAU and the two ministries, and with the Institute of Cultural Routes of the Council of Europe. Dr. Chamoun currently heads the LCF, and is a faculty member at the School of Architecture and Design (SArD).

Representing the minister of culture at the opening event was Dr. Sarkis Khoury, the Director General of the Department of Antiquities, who saw in celebrating national heritage “a chance to preserve our very identity in the face of ongoing struggles that test Lebanon and countries the world over.”

Echoing that thought, the Director of the European Institute of Cultural Routes Dr. Stefano Dominioni spoke of the Phoenicians’ Route as an “example of a cultural itinerary of dialogue that brings together the different people of the Mediterranean.” He linked this back to the institute’s very objective – having been founded right after World War II – to promote understanding among countries, and protect human rights and the rule of law.

The three-day event kicked off with a visit to the National Museum of Beirut, where the delegation was received by Dr. Khoury. The event also featured tours and lectures in Byblos, Sidon, Tyre and Jounieh. At each stop, speakers discussed the potential of the Phoenicians’ Route in driving tourism, conservation and heritage of the sites, as well as cooperation between Lebanese ministries, municipalities and the confederation.

The first stop was at the Outreach and Leadership Academy (OLA) Foundation in Sidon, where MP Bahia Hariri and Mayor Mohammad Al Saudi hosted a special reception, followed by a tour of the old city. In Tyre, the delegation was welcomed by the Deputy Mayor Salah Sabraoui and taken on a guided tour of the city by Dr. Hassan Badawi, head of the department of Archeological Doctoral Studies at the Lebanese University.

During the scientific conference – held at the LCF headquarters in the heart of Byblos’ Old Town – speakers from the Council of Europe, LAU and the ministries of tourism and culture examined how the Phoenician heritage can be leveraged to boost tourism.

Former minister Jean-Louis Cardahi gave an overview of LCF’s founding back in 1995, named after his late father who was a driving force in the city’s cultural life. “Byblos is the ideal place to host the dialogue on the Phoenicians’ Route,” he declared. Notably, the Director of the Phoenicians’ Route Antonio Barone also presented a strategic action plan – highlighting Lebanon’s role – and emphasized the need for universities, museums, cities and municipalities to work collaboratively on strategy for “creative tourism.”

Following the sessions, attendees moved on to the Byblos municipality where MP Ziad Hawat and Mayor Wissam Zaarour presented a commemorative trophy to the confederation.

The event culminated in a visit to the Jounieh municipality – under  the patronage and participation of Guidanian – where  Mayor Juan Hobeiche was pleased to inaugurate the Phoenicians’ Route Exhibition, set up by LAU’s students of architecture. 

(From left) President Jabbra speaking at the opening ceremony, in the presence of Dr. Chamoun, Mrs Sardouk, Minister Guidanian, Dr. Dominioni and Dr. Khoury.

The delegation at the National Museum of Beirut.

The Phoenicians’ Route Exhibition in Jounieh, set up by LAU’s students of architecture.

Dr. Chamoun with Minister Guidanian and Mayor Juan Hobeiche during the visit to Jounieh municipality.

Member of the LCF Advisory Committee and official member of the Scientific Committee of the Phoenicians’ Route Michel Lahoud (third from left) took the delegation on a tour of the heritage site.

MP Ziad Hawat (left) highlighted Byblos’ multilayered history and the significance of the city’s cultural and festive activities in enhancing tourism, and ensuring environmental and economic sustainability.

Noting the significant value of the Enlarged Partial Agreement (EPA) of Lebanon with the Council of Europe, Dr. Chamoun promised to help bolster cultural activities throughout lebanon.

Director of the Phoenicians’ Route Antonio Barone (R) receiving a commemorative gift from Mr. Cardahi.

Forever mining Lebanon’s rich history, the Center for Lebanese Heritage (CLH) at LAU, under the direction of Henri Zoghaib, this week launched a translation in three languages of the very first book to be printed about Beirut.

Berytus or the Metropolis of Berytus – published in Latin as early as 1662 by the German jurist Johann Strauch – has now been released by CLH in French, English and Arabic, along with a facsimile of the original, as one single volume. Previously, Attorney-at-Law Joy Tabet and USEK Professor of Latin Mireille Issa published a French translation with Dar An-Nahar in 2009 on the occasion of Beirut’s nomination as the World Book Capital.

Berytus sheds light on the city as a commercial center and a Roman colony, focusing on the origins and function of the “very noble School of Law” – one of the oldest Phoenician academies. Established in the third century AD, the school served as a repository for imperial edicts and a reference on judicial procedure in the Eastern provinces of the Roman Empire. Under Emperor Justinian I, this great metropolis, according to Strauch, became a pioneer in constitutions and legislation, earning the title Berytus Nutrix Legum (Beirut, Mother of Laws).

The school was destroyed in the aftermath of an earthquake in 551 AD, and students were relocated to Sidon until Beirut was rebuilt. But no sooner was it reconstructed than a fire razed it to the ground. “This has been Beirut since the dawn of history,” said Zoghaib, “perpetually confronted with wars and catastrophes from which it rose at every turn.”

This priceless record of the city, the Justinian code and the school represents, in the words of LAU President Joseph G. Jabbra, a work of “great symbolic, sentimental, and historical value.”

At the launching ceremony – attended by Tabet, Dr. Issa, and representative of the Beirut Bar Association Amal Haddad, among others – Dr. Jabbra expressed the pride LAU holds in celebrating “the city that enriched the Mediterranean basin with intellect, promoting it as a bridge to knowledge among human beings.”

Providing the background to the book, Zoghaib described how he had come across the 2009 edition at Tabet’s home eight years after it was published and committed to translating it into English and Arabic. Tabet, he said, “gave me a written authorization to reissue the French and Latin texts in the edition by the Center for Lebanese Heritage, along with two new translations.”

The Arabic was entrusted to an expert translation committee formed by the CLH, and the English version to LAU translation graduate Hoda Hilal.

“And, so today,” concluded Zoghaib, “the book is released in four languages, bearing a precious treasure of our cherished city. Through its pages, our capital shines upon the world like a star, not as an area of land with borders, but an infinite oasis of civilization.”

Praising Zoghaib’s dedication and accomplishment, Dr. Jabbra said that he “had dusted off nearly three and a half centuries and republished this intellectual gem in four languages … so that everyone can learn about this long-standing law school in the great metropolis, Beirut.”

Complimentary copies of the book were offered at the event. Berytus will be distributed to university libraries and research centers in Lebanon and worldwide.

Berytus will be distributed to university libraries and research centers in Lebanon and worldwide.

CLH Director Henri Zoghaib spoke about events leading up to the publication.

Dr. Jabbra expressed the pride LAU holds in celebrating “the city that enriched the Mediterranean basin with intellect.”

LAU’s School of Engineering (SOE) has been a national pioneer in Artificial Intelligence (AI) research, offering students the opportunity to experiment with the technology in their classrooms and beyond. But, as Assistant Provost Barbar Akle puts it, “AI is no longer limited to the SOE – in fact, it affects all disciplines from the arts to business majors and the health sciences.”

That is why the Provost’s Office joined forces with a university affiliate, the European Center for Nuclear Research (CERN), to co-organize the National AI Day on January 12. The event took place on Beirut campus under the patronage of Prime Minister Saad Hariri, and was sponsored by Microsoft and the National Council for Scientific Research (CNRS).

Irwin Hall was abuzz with over 300 attendees, including executives from the private and public sectors, as well as entrepreneurs, scholars and students from different fields and universities. They flocked to LAU to grow their knowledge of AI – defined by Microsoft as “the ability of a computer program or machine to think, understand, sense and make decisions on data that it is being fed.”

In his opening remarks, LAU President Joseph G. Jabbra welcomed everyone to “the university of innovation.” He voiced the need to come together and “know where we are heading with respect to AI as a driver of the fifth industrial revolution, and learn how to be able to control it for the benefit of society.”

In a comment, Provost George E. Nasr offered some background on the drivers behind the event. In line with the university’s Third Strategic Plan (SPIII) and with the directive of the university Board of Trustees and President, LAU reached out to friends and partners from prominent corporations, ministries and universities to start a conversation on AI, as it is a national need. “This coming together of academia, corporate and government agencies as we’ve seen today has paved the way for ideas to be tossed around and for collaboration plans to be drawn up,” said Dr. Nasr.

On that point, Dr. Akle added that in preparing for the conference, the university reached out to varied speakers “so we can paint a 360-degree picture of the different aspects of AI, to strike the perfect balance between the technical and the applied.”

Representing Prime Minister Hariri, MP Dima Jamali agreed that Lebanon “needs to be aptly prepared for the fifth industrial revolution,” and said that she hopes the “Lebanese ecosystem prepares itself to embrace AI through universities, its youth, its private sector and the government.”

Indeed, LAU is in full gear for this embrace. As Dr. Akle noted, “AI is guaranteed to hit most disciplines in the near future, so the discourse on how we get our students prepared has now shifted.” Dr. Akle, who is also an associate professor at the SOE, added that this shift will mean changing both the curricula and the methods of teaching.

Members of the opening panel fielded varied questions, from ethical concerns about AI to how governments are gearing up to adopt it. The panelists were Drs. Jabbra and Jamali, Cloud Solution Architect and AI and Data Analytic at Microsoft Anthony Bitar, Head of AI and VR at BMW Logistics Dr. Jimmy Nassif, Chief Data Scientist at IBM Dr. Ahmad El Sayed, and CERN Doctoral Student Daniel Cámpora. It was moderated by LAU’s own Dr. Joe Tekli, Interim Assistant Dean of the SOE and Assistant Professor of Computer Engineering, whose research has focused on teaching human knowledge and emotions to AI programs.

Bitar emphasized how Microsoft has used AI for decades, with its technology very much embedded in our everyday lives, from email to Excel spreadsheets. He touched on how his company plans to focus on three areas in the upcoming 10 years: building a more people-focused experience, infusing AI into every single product on offer, and powering up the platform to enable AI use regardless of location.

The discussion then moved to where Lebanon stands with respect to the technology. “AI is very much still dependent on human intelligence,” said Dr. Nassif, adding that there is strong potential for the country to ride the artificial intelligence wave – “We just need to have faith in AI as an enabler and not an inhibitor of generating jobs in the future.” But, as the “first generation of AI and connectivity,” he spoke about the inherent role of “writing the constitution and ethics of the digital world for the next generations,” as whatever is established now will last for many generations.

Dr. Jamali shared the optimism, revealing that despite “the lack of our political cohesion,” a plan is already in place to create a large data center to connect all the ministries – “an important first step to prepare the groundwork for future AI integration.” To her, the way forward is in “continuing to invest in the youth and their education, while the government should continue to provide the infrastructure and facilitate innovation.”

In turn, Dr. El Sayed spoke about how IBM has focused its efforts on helping governments adopt AI. He noted that his company is developing a multitude of AI solutions that are currently in use by governmental bodies in the UAE, such as customs and the police in their day-to-day work, and across larger operations spanning several industries. “In fact, the UAE became the first nation to have a minister for AI in their quest to be prepared for the future.”

Cámpora, who recently gave an AI course at the SOE, titled Introduction to Supervised Learning Techniques, described how CERN is using AI to answer fundamental questions of physics. Having witnessed his students’ enthusiasm and having met with AI researchers during his time here, he encouraged people to learn more about the technology any way they can. “In fact, you can join a very engaging research community wherever you are.”

The panel and corporate presentations were followed by a series of scholarly lectures by some members of the research community: Dr. Mariette Awad from the American University of Beirut, Dr. Sara Najem from the Lebanese University and the CNRS, Batoul Haidar from Saint Joseph University, as well as LAU’s Dr. Tekli. 

At the end of the day, Dr. Akle offered a couple of takeaways: “AI is something being explored, and we have no strong predictions on where it is headed.” Therefore, he said, perhaps the strongest tool LAU can disseminate to its students is “growing their ability to adapt in the face of a changing future.” 

Attendees included executives from the private and public sectors, as well as entrepreneurs, scholars and students from various fields and universities.

Mr. Cámpora with Dr. Tekli, who moderated the discussion.

Dr. Jabbra with the panelists (from left) Dr. El Sayed, Dr. Nassif, Mr. Bitar, Dr. Jamali and Mr. Cámpora.

The conference sought to give a comprehensive 360-degree picture of the different aspects of AI, said Dr. Akle.

“Lamia Sabbah Ali-Ahmed’s thesis focused around seven issues that are surprisingly now the same concerns of today’s youth,” explained Dr. Ketty M. Sarouphim-McGill, associate professor of psychology and education at LAU’s Department of Social Sciences, during the Remembering Lamia special event held in early January. Dr. Sarouphim-McGill was joined by Dr. Mona Nabhani, associate professor of education at LAU, to shed light on Ali-Ahmed’s 1959 thesis for a degree in psychology from Beirut College for Women (BCW), now LAU.

“These seven issues are about health, vocation or future career, family relations, social life, emotional turmoil, school issues, and religious beliefs,” said Dr. Sarouphim-McGill to a lecture hall on LAU Beirut campus filled with more than 130 attendees, including the children and grandchildren of the alumna, friends, and LAU faculty and staff.

Coordinated by the Office of Development and the alumna’s children, Rania, Fadi, Rim and Rani, the occasion allowed friends and family to better understand Ali-Ahmed’s valuable work on social issues surrounding rural and urban adolescents in Lebanon, which was only recently discovered by her children. 

“Little did we know while honoring her legacy with a scholarship at LAU last year that we would also uncover the thesis she wrote in 1959 during her final year at this same institution,” said Rani Aliahmad, a partner at California-based VenVest Capital, in his opening speech.

“She never told us about this, and we would like to think she gently guided us to this wonderful discovery. Her humility and modesty have always shadowed her exceptional achievements as a mother, scholar and an overall human being,” Aliahmad continued.

To gather the data required for her study, Ali-Ahmed gave a checklist to students in two settings – a private school located in Beirut that constituted an urban setting, and a public school in her hometown of Nabatieh that represented the rural location of her study. Her sample consisted of 74 participants, which according to Dr. Sarouphim-McGill is considered a very adequate selection for a senior study, even by today’s standards.

“If I could get my students today to collect data from that many individuals in both urban and rural settings in Lebanon I would be a very happy instructor,” said Dr. Sarouphim-McGill.

The passing of Ali-Ahmed in 2018 spurred her children to create a scholarship in her honor. The Lamia Sabbah Ali-Ahmed Designated Scholarship was established in the summer of 2018 and is giving one student – Zeina Makki – the opportunity to follow the legacy of the late alumna.

“Receiving this scholarship is one of the best things that’s happened to me, and without it my studies at LAU would’ve been a lot harder,” said Makki, a first-year psychology student at LAU from Nabatieh, both of which are criteria for earning the scholarship.

“I am eternally grateful for the wonderful Ali-Ahmed family that was able to help me achieve one of my goals, which is the first step toward a bright and successful future,” continued Makki, who plans to be a counseling psychologist and open her own clinic one day.

Suha Abou Rialy Feghali, along with Nassib N. Nasr, both Office of Development leaders at LAU, facilitated the scholarship and the special event, one of many of the office’s initiatives to honor the university’s biggest supporters.

To access Ali-Ahmed’s thesis, please click here.

Dr. Sarouphim-McGill highlighted the relevance of Ali-Ahmed’s thesis to this day.

Ali-Ahmed’s children (front row from left) Fadi, Rani, Rania and Rim, who brought her thesis to light.

Copies of the thesis were distributed at the event.

Family and friends of Lamia Sabbah Ali-Ahmed commemorate the event with photos of the alumna and the cover of her thesis in the background.

Spending a semester abroad might seem like a scary move for some students, but those who come to LAU say it is an unforgettable, life-changing experience.

This is particularly true for MBA student Quoc-Nam Ngo, who studies at NEOMA Business School in France but decided to spend the fall 2018 semester at LAU.

“It was a fantastic opportunity to discover a new country, culture and people,” said Ngo. “Although I miss France, I am truly sad to leave Lebanon.”

Though he had almost unlimited options across the globe, Ngo chose Lebanon – and LAU – as his destination for learning, exploring and growing. “I could have gone to the US or Europe, but I wanted to go to a place where I could be surprised every day,” he said.

His happy surprises began even before he landed in Beirut. Ngo recounts meeting a woman on the plane to Lebanon who was curious about his visit to the country. When he said he was going to spend the semester at LAU, she told him her son was also a student here. The woman then helped him find a taxi and gave him advice on places to visit and food to eat. “This gave me a very first good impression,” he said. “The Lebanese are very helpful, warm and welcoming.”

Ngo quickly fell in love with the country – from its weather to its cuisine, from its history to its culture. He even wrote an article on the website Medium encouraging people to leave their comfort zone and visit off-the-beaten-path destinations like Lebanon.

However, it was LAU’s diverse international community that inspired him the most and made his experience a memorable one. “In some courses, I studied with Italian, Brazilian, German, French and Lebanese students, which made the class discussions really interesting,” he said.

He also relied on the support of the International Services Office that guides exchange students throughout their stay and provides them with a long list of opportunities that could enrich their educational and social experiences.

“When we arrived on campus, we attended an orientation day organized by the International Services Office, during which we were introduced to the campus, assisted with class registration, and guided on where to ask for help whenever we needed it,” he said.

“The professors were very helpful, and I met new international and Lebanese friends who made my experience enjoyable,” he added, referring to the BUDDY program, in which local students help their international peers assimilate into campus life.

Ngo also had the opportunity to run the Beirut Marathon in November in support of the National Organization for Organ and Tissue Donation and Transplantation (NOD). “It was my first 42km marathon, and running with LAU was special,” he said.

For Ngo and hundreds of other exchange students, spending a semester at LAU is a ticket to a whole new world of discovery. “I believe doing an exchange semester is a chance to step out of your comfort zone and discover something new,” he concluded.

Quoc-Nam Ngo (C) with a Lebanese family in olive orchards near Batroun.(Photo: courtesy of Medium)

Less than one month into the new year, 28 people have died on Lebanese roads as a result of accidents.

That, along with other staggering figures called on students from the Lebanese Red Cross and Safety Awareness Clubs to organize a full-day event, Youth for Road Safety, on Beirut campus. The event featured lectures by TV show host and blogger Joe Maalouf as well as Fady Gebran, president of a leading road safety NGO Kunhadi.

The lobby area around Adnan Kassar School of Business teemed with student volunteers who had prepared interactive games that invited the LAU community to test their knowledge of road signs, speed limits and drunk driving, among others.

The lecture by Gebran was loaded with eye-opening information, from practical advice specific to Lebanese roads, to quizzes on texting and driving, seatbelt use, as well as common safety hazards.

Maalouf then took to the podium to share a personal experience of a road accident he had had when he was 18. “If it weren’t for mere luck, I would not have been standing here today,” he revealed to a packed lecture hall.

Referencing a previous episode of his show, he gave an anecdote of a 15-year-old boy who was killed while driving his parents’ car. “Unfortunately, there is nothing in Lebanese law that incriminates parents who allow their children to drive before reaching the legal age,” he explained, arguing that this should give everyone, especially the youth, more reason to “change our very mindset about road safety.”

Maalouf also urged students to do their part in learning from and sharing other people’s experiences. “You should not be waiting for accidents to happen closer to home for you to learn from them because one of these days, it might be too late.” 

By the end of the day, a large mural was filled with inspiring messages written by students on road safety.

Students from the Lebanese Red Cross Club quizzed their peers on road signs.

President of Kunhadi, Fady Gebran, gave an informative lecture on road safety measures.

Joe Maalouf (C) with students from the Lebanese Red Cross and Safety Awareness Clubs.

LAU hosted a two-day symposium on Translation and Interpreting in Conflict Zones at a time when professionals in the fields can play a significant role in defusing tensions and promoting intercultural understanding in tumultuous regions.

The event was organized by the Translation Program at the Department of Humanities in collaboration with translation scholars from ARTIS – a training initiative for Advancing Research in Translation and Interpreting Studies, whose visit to LAU was the first to an institution in the Arab world.

Sponsored by All Prints Distributors and Publishers, it provided a platform for an important topic that had otherwise been neglected in the Arab region, namely the challenges translators face in unpredictable fluid situations where issues of flexibility and trust are paramount.

The initiative reflects the Translation Program’s objective to provide “excellence in translation training by securing the expertise of ARTIS scholars” in response to the job market’s and country’s needs, said Dr. Nuwar Mawlawi Diab, program coordinator and associate professor of English and Applied Linguistics.

Theoretical frameworks and research methods for translators and interpreters in conflict zones were treated in a series of lectures and workshops by four leading scholars: Professor Emerita Mona Baker of the University of Manchester, UK, and the Baker Centre for Translation and Intercultural Studies, Jiao Tong University, Shanghai; Dr. Samia Bazzi of the Lebanese University; Dr. Moira Inghilleri of the University of Massachusetts, Amherst; and Dr. Sue-Ann Harding of Queen’s University, Belfast.

Lectures and workshops focused on a range of topics, which included the representation of war victims in the translation of political texts, the question of ethics in war zones, translation and violent conflict, and temporal and spatial dynamics of translation in times of political conflict.

Provost George E. Nasr, Dean of the School of Arts and Sciences Dr. Constantine Daher and the Chair of the Department of Humanities Dr. Vahid Behmardi attended the event along with translation professionals, students and early career researchers from the Middle East and North Africa region and the United Nations.

“By inviting ARTIS to Beirut, LAU’s five-year-old Translation Program has offered translation faculty and students in Lebanon and the region the opportunity to update their theoretical knowledge and hone their translation skills, which are needed in troubled places like Lebanon, and in times of turmoil more than in times of peace,” said Dr. Diab.

Notably, events such as the ARTIS symposium, said Dr. Nasr, are at the core of LAU’s mission to “foster a new globalized world, where everybody tends to build bridges,” and this is where translation serves as one of the mechanisms of communication. 

Drawing on a project she worked on in 2015 called Translating the Egyptian Revolution – which examined a turbulent time in Egypt during and following the 2011 uprising – Dr. Baker’s opening lecture focused on the difficulties “of offering traditional research ‘findings’ in contexts where intense human relations and experiences are unfolding.”

The symposium, she said, provided a “visionary and courageous” approach to translation. Despite its importance in Lebanon and the region, she added, “nobody in the Arab world has taken an initiative such as this one to give translators and interpreters in conflict zones visibility and a platform ... In the Arab world, the focus remains traditional and universities have not developed translation research programs.”

For Dr. Harding, the ARTIS@Beirut2019 event has put Lebanon and the Arab world on the map and included Arab scholars in the international translation studies community. “It is wonderful to see it happen in the Arab world and see the vision of the scholars here,” she said. “It is now a part of that network of events that have included events in the UK and in Asia.”

Through her workshop, Translation and Violent Conflict: A Case Study, Dr. Harding wanted to expose students to “the work that goes on behind the scenes, when you do research, because often they see the finished product and they don’t actually see how people make decisions, and how research changes.”

Such a workshop, she said, would help students think about their own research processes and identify the areas that are worth studying and that they are interested in.

In addition to lectures and workshops, a roundtable discussion, led by the scholars and a representative of UNRWA, Huda Samra, shed light on the challenges of translating and interpreting for refugees. On the final day of the symposium, graduate students from LAU and Lebanese universities gave a poster presentation. 

Assistant Professor of Translation Andree Affeich engaging with the audience.

After her presentation, Dr. Baker interacted with the students.

Dr. Diab emphasized the value that ARTIS brings to translation students in updating their theoretical knowledge and honing their skills.

Events such as the ARTIS symposium, said Provost Nasr, are at the core of LAU’s mission to “foster a new globalized world.”

Healthcare providers, physicians, residents and department chairs from hospitals and academic institutions convened at the Gilbert and Rose-Marie Chagoury Health Sciences Auditorium on January 19 for the first LAU-led conference on Non-Operating Room Anesthesia (NORA).

The conference – organized by the Department of Anesthesiology at the Gilbert and Rose-Marie Chagoury School of Medicine in collaboration with the Lebanese Society for Anesthesiologists and the Pan Arab Federation of Societies of Anesthesia, Intensive Care and Pain Management (PAFSA) – aimed to review novel procedures in NORA and discuss their implications on patients’ safety and quality of care.

It is one of the many ways that LAU’s school of medicine and the LAU Medical Center-Rizk Hospital are raising their profile internationally and spurring medical collaboration and innovation from here in Lebanon.

“With the rapid development of novel interventional techniques in cardiology, radiology, gastroenterology, pulmonary medicine and other areas,” said Chair of the Department of Anesthesiology at LAU Dr. Elie Abi Nader,  “NORA has come to form a major percentage of total anesthesia cases.” This has called for anesthesiologists to become well versed in the new procedures applied outside the surgical suite.

At the opening of the conference, Dr. Vanda Abi Raad, clinical professor of anesthesiology, director of LAU’s Clinical Simulation Center (CSC) and assistant dean for Continuing Medical Education, told the attendees that just “as the previous century belonged to invasive surgeons, this century belongs to the interventionalists.”

“Continuous learning, especially in medicine, is the key to success, as spreading knowledge increases safety and quality of care,” added PAFSA President Dr. Patricia Yazbeck in her welcoming note.

For this reason, the conference was live-streamed on the PAFSA Facebook page, making its content accessible to all 800 members across the Arab world.

During his address, Dr. Abi Nader stressed the importance of discussing NORA in light of recent developments that have taken place at the LAU Medical Center-Rizk Hospital, namely the inauguration of the Comprehensive Stroke Center, the Endoscopy Unit and the Cardiac Catheterization Lab, "all of which are working environments for anesthesiologists outside the operating room,” he noted.

Over four specialized sessions, the speakers reflected on the challenges of NORA in terms of the logistics of working in an unfamiliar area, the frequency of patient comorbidity, and familiarity with new procedures.

Dr. Michel Mawad, dean of the Gilbert and Rose-Marie Chagoury School of Medicine, discussed NORA in the interventional neuroradiology suite, where anesthesiologists must sometimes work outside their comfort zones.

“The first thing to do is to make sure we share with you the problems that arise during treatment,” Dr. Mawad told the anesthesiologists, listing cases that they must be aware of, the complications that may occur and how to handle them properly.

Also sharing his expertise was world-renowned anesthesiologist Dr. Massimo Lamperti, clinical professor of anesthesiology at Cleveland Clinic Lerner College of Medicine and chief of the General Anesthesiology Department at Cleveland Clinic Abu Dhabi.

In his talk, he discussed anesthetic implications for interventional neuroradiology procedures. Despite the challenges of anesthesia, such as airway management and long-distance procedures, Dr. Lamperti underlined the importance of close communication between members of the medical team. “It is only by having a teamwork approach that we can achieve better outcomes in our patients,” he said.

Instructor of Anesthesiology at LAU and Anesthesia Clerkship Co-Director Dr. Krystel Malek, in turn, expounded on anesthesia for magnetic resonance imaging (MRI) with an emphasis on pediatric sedation, which is needed to obtain a motion-free image of the patient. “Providing safe and effective sedation for children undergoing MRI requires skill, familiarity with the procedure, and careful planning,” she said.

With a focus on anesthesiology in the Cardiac Catheterization Lab, the second session featured Clinical Professor of Cardiology Dr. Georges Ghanem, who examined the essential role of the anesthesiologist in interventional cardiology procedures.

“The presence of an anesthesiologist is a great asset to ‘the Heart Team,’ which helps manage complications, decrease mortality rates, and improve quality of life,” he said.

Shedding light on the anesthetic implications for interventional cardiology, Dr. Caroline Chahine, anesthesiologist and instructor at LAU Medical Center-RH, highlighted some concerns for anesthesiologists that can be overcome by “collaboration and planning between the cardiologist and anesthesiologist for both safety and procedural success.”

Another major field intersecting with anesthesiology is gastroenterology. This topic was addressed in the third session by Associate Professor of Medicine Dr. Rajaa Chatila, followed by Dr. Lamperti, who explored anesthetic implications and general guidelines for sedation.

Because anesthesiologists face challenges practicing in locations beyond the operating room, Dr. Abi Raad shed light on the importance of simulation-based education in familiarizing anesthesiologists with standards, enhancing team performance, and improving clinical knowledge and skills through deliberate practice.

This opportunity is available for residents and medical students, noted Dr. Abi Raad, through the Anesthesia Crisis Resource Management course offered at the CSC, as well as simulated scenarios carried out at the LAU Medical Center-Rizk Hospital. “One of the major achievements of the LAU Anesthesiology Department is the young residency program,” she said. “This conference was dedicated by the department to its residents, thanking them for being their pride, inspiration and motivation.”

On that note, the conference ended with interactive case presentations by Drs. Lamperti and Barakat, and a special workshop on simulation-based education at the CSC, where participants received hands-on training by experts from the LAU anesthesia team.

As the day came to an end, Dr. Abi Raad gave the audience a key take-home message, “Whenever we have a problem in a NORA location, we need to work as a team to save the lives of our patients quickly and effectively.”

Participants received hands-on training by experts from the LAU anesthesia team during the clinical simulation workshop.

A voting system by the audience was employed during the interactive case presentations by Drs. Lamperti and Barakat.

Following his presentation on NORA in the interventional neuroradiology suite, Dr. Mawad took questions from the audience.

Dr. Lamperti discussed anesthetic implications for interventional neuroradiology procedures.

A group of the health professionals who took part in the NORA symposium.

The vast Lebanese diaspora counts on food as one of the ways to stay connected to the homeland. Brands like California Garden provide Lebanese food lovers with a fix across continents – and even in outer space.

LAUers were let in on the secrets to California Garden’s success when its founder and president, Fouad El-Abd, gave a lecture on Beirut Campus called How to Build a Brand in the Food Industry. The event was organized by the Nutrition Program in collaboration with the Department of Hospitality Management and Marketing.

The talk is an example of how the Nutrition Program gives students the opportunity to interact with and benefit from the experiences of successful figures in the food industry. 

“Historically, around one third of our nutrition alumni ended up working in the food service industry,” said Associate Professor of Food Science and Technology Hussein Hassan.

In order to meet the demands of a fiercely competitive job market, the program launched a Minor in Food Science and Management three years ago.

“The aim is to prepare students to successfully embark on a career in this field. The minor encompasses courses related to marketing, concept development, management and food production,” said Dr. Hassan, who is also the associate chair of the Department of Natural Sciences.

Recalling his first job, El-Abd told the crowd he worked for a company that sold machinery and built factories for the food industry.

“It was a fantastic learning experience because it gave me the opportunity to learn where everything is being processed,” he said, encouraging students to grab any job or internship opportunity they can.

When El-Abd’s contract ended with that company, he set out on his own. “I couldn’t find a job. I sent 500 letters to 500 companies in the United States and got 500 rejections. I said to myself that I had to do something. I had three kids to feed and educate,” he recalled.

He decided to buy a small franchise similar to Subway in California, and it was at the back of that restaurant that California Garden was born.

El-Abd was able to build on his relationships in the industry to sell raw materials. “After that we increased the line and started selling institutional cans to all the hotels and catering companies,” he said.

The company had its breakthrough in 1983 with the introduction of “American foul mudammas,” a popular dish based on fava beans. After that, the company signed a joint venture to start a factory in Dubai.

“That was a great hit, because our main competition was from China and Egypt, and bringing in American foul was kind of crazy, but it succeeded, and people accepted it,” he said.

One major partnership involved none other than NASA, leading California Garden to supply cans of hummus to the International Space Station.

“We were able to produce a very small can of hummus, a three-ounce can, 90 grams. And it went to space, and they bought four flavors: regular, chili, cumin and cilantro. I would get messages from NASA saying ‘Our astronauts love your hummus.’”

One of the points of strength in terms of branding he said, was that the company’s cans were not traditional. “They are lacquered cans, because we wanted a clean look. We then introduced different flavors” to cater to various consumer tastes in the region.

Here, he noted that in building a brand, entrepreneurs have to do a lot of impressive merchandising and take part in food shows to introduce their products.

Developing a brand and keeping it alive is also about being up-to-date with the latest consumer trends. This is why, he said, California Garden is now moving toward ready-to-eat and frozen products and will eventually move into organics too.

Concluding his talk, El-Abd told attendees, “It might take some time but if you keep your goal and hopes, and your dreams alive, you will get there eventually.”

Two years ago, El-Abd made a substantial donation to LAU, which went toward establishing a food innovation lab, inaugurated in October 2018.

El-Abd traced the growth of California Garden from a startup to a company with global distribution.