While competing against foreign rivals, Jordan is constantly challenged and at the same time concerned over status quo. In this case, if you can't beat your competitors -- wherever they might be located -- create a new campaign for consumers to buy more locally produced commodities. And that is exactly what Jordan is doing.
While the government is either unable or unwilling to provide sufficient support and protection to local industries, a citizen solution is now being pushed as an alternative. The Go Local, Support Local campaign, spearheaded by entrepreneur and BeAmman.com co-founder Luma Qaddoumi, aims to influence consumer behavior such that supporting local products becomes a culture.