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Israel at 70: Is it Possible to (re)Brand a Country
Ofek, Elie; Gulick, SarahCase HBS-519006-EMarketingIn the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country's brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry of Foreign Affairs as well as various Jewish organizations, were mainly aimed at "explaining" Israel's political position and convincing the world that the country was acting in a j...Starting at €8.20
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Israel at 70: Is it Possible to (re)Brand a Country, Teaching Note
Ofek, ElieTeaching Note HBS-519081-EMarketingTeaching note for case 519006.Starting at €0.00
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Nike Football: World Cup 2010 (B)
Ofek, Elie; Johnson, RyanCase HBS-512054-EMarketingDetails Nike Football's marketing efforts in the lead up to and during the World Cup in South Africa (2010). Allows students to reflect on the implementation of the strategy and to think about the implications for Nike as it begins preparing for the World Cup in 2014.Starting at €5.74
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From Start-Up to Grown-Up Nation: The Future of the Israeli Innovation Ecosystem (Abridged)
Ofek, Elie; Eiran, MargotCase HBS-517103-EMarketingIn June 2016, Benjamin (Bibi) Netanyahu, Prime Minister of Israel, wrestled with how to sustain Israel's strong innovation track record and the country's reputation as the "start-up nation." Despite the economic miracle the country had wrought since its founding, he knew he could not be complacent. On the one hand, in 2015 Israeli start-ups raised record-breaking amounts of venture capital, and exits for the year totaled over $8 billion. On the o...Starting at €8.20
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Speeding Ahead to a Better Place
Ofek, Elie; Wagonfeld, Alison BerkleyCase HBS-512056-EMarketingIn mid-2008, Shai Agassi, CEO of Better Place, is in the midst of planning a paradigm shift in clean transportation. In an attempt to wean the world from using gasoline-powered vehicles, his company is playing the role of innovator and integrator for new vehicles, charging spots, and battery switch stations. The effort also requires aligning various parties, from governments to auto manufacturers to consumers. The fledgling company has made good ...Starting at €8.20
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TaKaDu
Ofek, Elie; Preble, MatthewCase HBS-514011-EMarketingIn December 2012, Amir Peleg, founder and CEO of TaKaDu, reflected on how to position his young firm for the next fiscal year and beyond. The small Israeli startup had developed an innovative software system that used patented algorithms and statistical analysis to detect problems such as leaks, bursts, and faulty equipment within a water utility's infrastructure. Such problems caused significant water and energy loss at many utilities, led to se...Starting at €8.20
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TaKaDu, Teaching Note
Ofek, Elie; Preble, MatthewTeaching Note HBS-514083-EMarketingTeaching Note for 514011.Starting at €0.00
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World Cup 2010 South Africa (Spanish version)
Ofek, Elie; Johnson, RyanCase HBS-512S02MarketingNike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1 billion for the sport). The case traces how Nike has gone about making this transformation and its activities at each of the World Cups since 1994. For the upcoming World Cup in South...Starting at €8.20
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American Well: The DTC Decision
Ofek, Elie; Kindred, NatalieCase HBS-515032-EMarketingIn late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date, primarily sold its solution to health plans, which then provided online care services to their members using their own brand name. But while American Well attracted some of the large...Starting at €8.20
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American Well: The DTC Decision, Teaching Note
Ofek, ElieTeaching Note HBS-516025-EMarketingTeaching note for case 515032.Starting at €0.00