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Brand Israel: Marketing in Crisis
內容大綱
Israel had experienced great change since its founding in 1948 to become arguably the most prosperous nation in the Middle East. With the exception of the United States and more recently China, Israel had more companies listed on the NASDAQ than any other. It spent a larger percentage of its budget on research and development than any other country in the world. Multinational companies like Intel, Microsoft, Google, Cisco, Motorola, Mitsubishi, Hewlett Packard, Deutsche Telekom and eBay had set up significant operations there. Within 50 years of its establishment, Israel had experienced unprecedented economic growth. But despite its many successes, the country remained in a constant state of conflict. The Arab-Israeli conflict lingered, and Israel and its geographic neighbors had strained relationships. Could Israel market itself to tourists and businesses despite its constant state of conflict? How should it do so? Was it better to focus on a national narrative or pursue city or industry marketing and branding?
學習目標
<ul><li>Introduce students to material related to the relatively new area of nation and city marketing and branding.</li><li>Allow students to develop multidisciplinary decision-making skills.</li><li>Allow students to evaluate potential business opportunities using various business models.</li><li>Encourage students to analyze the qualitative and quantitative data presented to the case’s decision maker.</li><li>Permit students to develop solutions to address the difficult issue of controlling and/or adapting a brand, which often involves uncontrollable factors and takes a significant amount of time.</ul></li>