international

On October 16th, I had the privilege of representing Lloyd & Mousilli in the Companies Debate Challenge organized by JCI Syria and sponsored by Damascus Chamber of Commerce and Syriatel. The motion was a compelling one for any HR professional like me: "Employee satisfaction is more important than client satisfaction in the long term."

The twist? Our team was tasked with arguing the opposition.

Building an Unlikely Team

As the only Syria-based employee for Lloyd & Mousilli, my first challenge was assembling a team. I was thrilled when my colleague, Sidra, and my mother, whose extensive professional experience I deeply admire, volunteered to join me. Together, we underwent a rigorous five-day training program by JCI, mastering debate rules, persuasive techniques, and public speaking.

Arguing Against My Own Beliefs

The irony was not lost on me. As a professional experienced in HR & Administration, I am a natural advocate for prioritizing employee satisfaction. This challenge forced me to set aside my personal bias and build a compelling, evidence-based case for the critical role of client satisfaction. I focused on how customer-centric strategies ultimately create the financial foundation that enables investment in employees in the long term.

On debate day, we presented our case against a formidable opponent: Syriatel, one of Syria's telecom giants. My key arguments included:

1. The Economics of Loyalty: Fueling Stability and Investment

I argued that a stable revenue base from loyal customers is the engine for long-term growth and investment in employees. It's a well-documented principle that retaining a customer can cost 5 to 25 times less than acquiring a new one (source: Harvard Business Review). These savings and predictable revenue provide the financial stability necessary to fund robust employee programs, competitive compensation, and comprehensive training.

• Proof: Look at Amazon. The enormous, recurring revenue from its Prime loyalty program funded massive expansion into new logistics centers and technologies. This growth, in turn, allowed Amazon to become one of the world's largest employers and fund multi-billion-dollar upskilling programs like "Career Choice," which pre-pays 95% of tuition for employees in high-demand fields. This is a direct link: customer loyalty finances growth, which creates jobs and funds employee advancement.

2. Quality as a Foundation of Financial Stability & Employee Security

I also contended that a relentless focus on product quality builds deep customer trust, which translates directly into long-term financial stability. This financial health is the very foundation of job security, fair compensation, and attractive benefits for employees. A company that cannot guarantee its future revenue cannot guarantee its employees' futures.

• Proof: LEGO's unwavering commitment to quality is legendary. The fact that a brick made in 1958 still perfectly interconnects with one made today has created generational trust and enduring value. This consistent profitability has directly funded industry-leading employee benefits. For instance, in 2023, LEGO announced it would invest $150 million over three years to enhance parental leave, health, and pension benefits for its U.S. employees—a direct investment in employee well-being made possible by the long-term financial stability earned through customer trust.

The Real Victory Was in the Experience

While we did not win the challenge to advance to the next round, the true victory was in the journey. The camaraderie of our unique team, the thrill of critical thinking under pressure, and the pride of representing Lloyd & Mousilli at the Damascus Chamber of Commerce were unparalleled successes.

Key Lessons from the Debate Stage

This experience was a profound professional development exercise. Here are my key takeaways:

1. Critical Thinking Muscle: The structure of debate is a powerful workout for your critical thinking and analytical skills.
2. Evidence-Based Solutions: It reinforces the need to back up opinions with verified data, a practice directly applicable to workplace problem-solving.
3. The Power of Definitions: Success of an argument often hinges on clearly defining terms in the first place like "client satisfaction" and "long term" from the outset.
4. No Blame, Only Gain: Winning is great, but blaming teammates for a loss is the ultimate failure. Every outcome is a learning opportunity.
5. Professional Respect: Passionate disagreement must always be coupled with professional respect; criticism should be about ideas, not people.
6. Breaking Bias: Being forced to argue the "other side" is a powerful reminder to challenge our own assumptions and remain open to different perspectives in solving problems and facing challenges.

This final lesson—the power of seeing all sides of an issue—struck me as universally valuable. The format of a structured debate is a tool any organization can use. Imagine applying this to internal strategy meetings: by formally arguing opposing viewpoints on a key business challenge, teams can stress-test their plans, uncover hidden blind spots, and foster a culture of innovative problem-solving. It’s a practice that builds stronger, more resilient strategies by ensuring every perspective is heard and every idea is rigorously examined.

I am immensely grateful to JCI Syria for this opportunity and to my incredible teammates, Sidra and my mother, for their courage and collaboration, Lloyd & Mousilli for their support. This journey was a powerful reminder that the greatest professional growth begins at the edge of your comfort zone.

A research paper co-authored by Managing Partner Feras Mousilli and Research Assistant Grayson Griffith has been published in the Economic Bulletin of the National Technical University of Ukraine “Kyiv Polytechnic Institute.”

Titled “Ukraine Startup Profiles: Rising and Raising,” the article explores the resilience and ingenuity of Ukraine’s emerging startup ecosystem—particularly the entrepreneurs and innovators driving progress in Kyiv and beyond. Drawing from firsthand research and cross-border experience advising technology startups, the publication highlights how Ukrainian founders are building globally competitive companies despite challenging circumstances.

You can read the full article by clicking here.

Foreign companies interested in opening a branch, representative office, regional office, liaison, or agency in Syria must follow a clear set of requirements laid out by local authorities. The process is document-heavy, but when approached step by step, it becomes manageable. Below is an overview of the essential documentation, certification steps, and application details you will need to prepare.

Documents Required for Registration

The core of the registration process lies in the documents submitted on behalf of the parent company. Syrian authorities require the following:

1. Articles of Association / Incorporation – A copy of the parent company’s Articles of Association, or its Articles of Incorporation along with its basic regulations.
2. Board Resolution – A resolution passed by the company’s Board of Directors to establish a branch or office in Syria and appoint a representative.
3. Certificate of Registration – Proof that the foreign legal entity is duly registered in the commercial register of its home country.
4. Power of Attorney – A notarized power of attorney in favor of the branch manager.
5. Proof of Establishment – A certificate confirming that the parent company has been established for at least two years (non-profits and institutions are exempt).
6. Financial Statements – The latest annual financial statements of the parent company, certified by an auditor at headquarters.
7. Authorization Letter – A letter from the parent company authorizing the appointed representative to complete registration procedures.
8. Manager’s Undertaking – A written pledge by the branch manager in Syria to submit, within three months of the end of each fiscal year, the company’s financial statements and profit-and-loss account for its activities in Syria, certified by a licensed Syrian auditor.

‍Certification of Documents

All of the above documents must be properly certified to be accepted in Syria. This involves three levels of authentication:

• Certification by the competent authorities in the company’s home country.
• Authentication by the Syrian Embassy in that country.
• Final certification by the Ministry of Foreign Affairs in Syria.

This multi-step process ensures that documents are both valid in the home jurisdiction and recognized under Syrian law.

Information Required in the Application

Beyond the supporting documents, the registration application itself must include detailed information about both the parent company and the Syrian branch. Authorities will request:

• The name and trade name of the foreign company
• Nationality and place of incorporation
• Legal form of the entity
• Headquarters and domicile
• Type of registration being sought
• Description of activities to be carried out in Syria
• Duration of the company (excluding non-profits)
• Location of the Syrian branch or office, including any temporary manager
• Branch manager’s name, nationality, and domicile in Syria
• Name of the authorized representative responsible for completing registration procedures
• Electronic address of the parent company
• Shareholder or partner details (or members of the board of directors for joint-stock companies)
• Name of the parent company’s auditor
• Name of the branch’s accountant in Syria

Fees, Timelines, and Post-Registration Requirements

The estimated cost of registration ranges from $700-900, covering government fees, notarization, and certifications. Processing time can vary:

• 6-10 weeks on average, according to several professional service providers.
• As little as 15-21 business days if all documents are prepared and approvals move quickly.

After initial registration approval, foreign companies must also complete the following steps:

• Commercial registry filing 
• Obtaining a commercial license
• Tax registration and issuance of Syrian tax number
• Opening a local bank account
• Registration with social insurance for employees
• Compliance with Syrian labor and environmental regulations
• Submission of annual tax declarations and independent accounting records in Syria

Profit Repatriation and Oversight

Branches in Syria operate under strict financial oversight:

• Profits may be transferred abroad only after tax obligations are settled.
• Central Bank of Syria approval is required for transfers, and no more than 50% of profits can typically be repatriated in a fiscal year.
• All registrations must be filed with the Foreign Companies Department of the Ministry of Economy and published in the Official Gazette, ensuring transparency and public notice.

While the requirements may appear extensive, each step is intended to provide clarity, ensure transparency, and establish accountability for foreign entities operating in Syria.

With careful preparation, and by following the order outlined above, companies can position themselves for a smooth registration process and a solid legal foundation in the Syrian market.

Backed by decades of experience in assisting U.S. companies and international firms expand globally, Lloyd and Mousilli is well positioned to act as your guide in bridging the gap between the international white-glove law firm experience Western countries expect and the local expertise needed to deliver the most effective solutions. Whether you are exploring entry into the Syrian market, seeking compliance clarity, or building long-term strategies for growth, our team stands ready to help you seize this historic moment with confidence.

Sources

“Establishing a Branch of a Foreign Company in Syria.” Syrian Investment Gate (SIG), 29 June 2025, https://sig-sy.com/en/2025/06/29/establishing-a-branch-of-a-foreign-company-in-syria.

“How to Establish a Foreign Company in Syria.” ScopeOut Integrated, July 2025, https://scopeout-integrated.com/en/invests/chance/how-to-establish-a-foreign-company-in-syria.

“Syria.” IBC Agent, 2025, https://ibcagent.com/pages/syria.

“How to Register a Business in Syria.” Syria Capital Partners, Aug. 2025, https://syriacapitalpartners.com/blog/how-register-business-syria.

“Syria Country Guide.” Info-Prod Research Middle East (IPR), 2025, https://www.infoprod.co.il/country/syria2b.htm.