Case Name :      Brand Israel: Marketing in Crisis

Authors :           Ilan Alon, Meredith Lohwasser, Jennifer Dugosh, Rommey Hassman

Source :             Ivey Publishing

Case ID :            W13645

Discipline :        Marketing

Case Length :    10 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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?