Summary
This case deals with a culture (Israeli) about which most students know little and an Israeli institution (the kibbutz) about which most students know nothing. It presents the history of the kibbutz movement and its evolution to the present. This is done to establish the cultural environment in which a particular kibbutz, Kibbutz Tzuba, operates. Like other kibbutzim, Kibbutz Tzuba was founded as a socialistic agricultural collective. And like most of the other kibbutzim, it has had to adapt and embrace elements of capitalism to survive the social and economic changes within Israeli society. While it has retained some elements of socialism, Kibbutz Tzuba has become entrepreneurial and has engaged in a number of capitalist ventures. However, the decisions it has made may not be sufficient to ensure its long-term survival.
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Extract
Kibbutz Tzuba: Meeting the Social and Economic Challenges of a Changing Israeli Society
INSTRUCTORS' NOTES
This case was developed as a result of discovering that among the many cases in international marketing available for study, there are almost none dealing with Israel. This case is the product of secondary research of books and newspaper archives and original research with some of the principals of Kibbutz T/uba.This case lends itself to both discussion and debate. The instructor can lead a discussion of the questions presented in the case, preceded by a lecture presented by the instructor or by students of relevant background information. This information can be gleaned from a number of sources, including some very good books that have been written about the kibbutz. Among these are Mort, J.A. & Brenner G. (2003). Our Hearts Invented a Place: Can Kibbutzim Survive in Today's Israel? Ithaca, NY: Cornell University Press; Blasi J.R. (1986). The Communal Experience of the Kibbutz. Som...See the full content of this document
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