A brand can pass every commercial test a licensing partner runs and still stall at the table. Amer Bitar breaks down why cultural authenticity is a deal requirement, not a marketing add-on, and what to check before that meeting happens.

The Middle East is becoming an increasingly attractive market for global brands looking to expand beyond their traditional markets. With a population of over 400 million and a growing consumer base that has increasing purchasing power, the region provides numerous opportunities. However, success in the Middle East requires more than simply introducing existing products to the market. Often overlooked by companies accustomed to a one-size-fits-all strategy, brands must deeply