In January 2024, Ben & Jerry’s Homemade Holdings Inc. (Ben & Jerry’s), a subsidiary of Unilever, was facing several critical decisions. It had been over a year since the company had been sued by its independent board about the company’s decision to sell its Israeli business to a long-time licensee in that country. That situation was resolved with the court ruling against the independent board. However, guiding principles had to be developed .....more

In October 2018, Yehuda Katzman, vice-president of marketing and business development at design house Inbal Dror, was attending the 2018 New York Bridal Fashion Week event, where Inbal Dror and its direct competitors revealed their spring lines to distinct buyers. As in previous years, Katzman had lined up meetings with interested retailers and wanted to make sure they appreciated the unique nature of Inbal Dror’s designs and the quality of its craftsmanship .....more

Haboydem was a second hand clothing store in Jerusalem that operated as a social enterprise by hiring and training individuals who were living with mental illness. The two store locations had successfully trained workers, and 70 per cent were able to find employment in mainstream businesses; however, in mid-2017, the co founders faced new issues. How should they deal with emerging competition from other second hand clothing retailers? How should they .....more

In 2012, Golan Heights Wines wanted to take advantage of the Chinese market. In recent years, China had demonstrated incredible growth in the wine market. Consumers’ growing interest in wine products had made wineries and vineyards like Golan Heights hungry for entry. The CEO of Golan Heights Winery had gone to China with her products in 2009. She had chosen distributorships as the mode of entry because of their expertise and experience in the Chinese .....more

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 .....more

Kfar Giladi Quarries (KGQ), situated in northern Israel, faces a crisis: the national economy is in recession; the government budget for infrastructure development and construction, on which the company depends, has been reduced; transportation and distribution problems limit its ability to export (or import) cheap raw materials; and there is increasing competition in the industry. The company had recently dissolved its partnership with Malibu Israel .....more

This case examines an Israeli firm, B2Bcs, which provides end-to-end services in establishing offshore project development teams and helping firms in their decisions to outsource projects offshore. An interesting aspect of B2Bcs’s work involves cross-cultural partnering, and interfacing Israel-based client organizations with service provider organizations in India and Eastern Europe. However, the recent economic downturn has made B2Bcs’s customers .....more

This case explores the expansion of an imported product - garlic and herb cubes. This case can be used to explore the merits of alternative channels of distribution or it may be used more broadly to explore the development of a more effective marketing program. Students are asked to 1) assess how the competition affects Toppits' marketing plan; 2) select a customer group to target and determine how this group affects the marketing plan; 3) determine .....more