Entrepreneurs are a rare breed. They like to think they can change the world – and they do. Most people who start businesses have ambition, strategic intelligence and a strong belief in personal merit; they also have a unique approach to new technologies and an openness to new ways of thinking.
But entrepreneurs who succeed in building a business also have a special talent for listening to others – customers and partners – and for sharing their dream in a way that motivates employees. This is entrepreneurial marketing in a nutshell. It means developing the skills – technical, methodological and emotional – to appreciate and serve others’ needs. It means making promises that can be kept.
Israel may be one of the best places in the world to learn these skills. By some estimates, Israelis have started more than 3,000 companies in the last decade, many of which succeeded. More than 20% of Israel's GNP is earned by its 50 largest high-technology companies, which are Israel’s future. Even before they enter universities, Israeli youth are especially good at improvisation and teamwork and accustomed to working with high technology; the IDF sees to that.
With no natural advantages, and a location that is a great distance from its markets, Israel is by necessity an incubator for problem-solvers.
The program in entrepreneurial marketing offered to Raphael Recanati International School students, in conjunction with the Arison School of Business, aims to allow English-speaking students to benefit from Israel’s experience. Students in the program learn the techniques of competitive intelligence, analyzing and satisfying customer demand, and balancing the many trade-offs that are required to make the most of precious start-up resources. The program focuses on the many functional skills that, as managers, entrepreneurs need to master: financial, economic, technological and legal skills, but especially marketing skills and strategic decision-making.