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We are pleased to announce the
formation of the accounting firm
of
Zwick 0 (Solomon PL.L.C.
Certified Public Accountants
as of August, t 1994
Different Approach
The Israeli government's economic liaison in North America
is a businessman, not a politician.
SUE FISHKOFF SPECIAL TO THE JEWISH NEWS
B
ureaucrats and political ap-
pointees: Take a back seat.
abroad. It also added a corporate
flavor to what had essentially
Leave this job to a busi- been a political position.
nessman. That was what
Mr. Meyuhas was an appro-
the Israeli government did a year priate choice for the new position
ago when it tapped Gadot Petro- of economic minister.
chemical Industries' Giora
His business credentials were
Meyuhas to run its Economic top-notch: Under his leadership
Mission for North America.
at Gadot, company sales grew
He is the first CEO of a major from $65 million in 1986 to $100
firm to fill the New York post, and million annually. He was award-
his work promises to bear fruit.
ed the 1993 Israel Industry Prize
"Our old image, of a very bu- for his managerial skills and his
reaucratic country plagued by ex- leadership role in the chemicals
cessive government involvement industry.
in the business sector and politi-
Just as relevant was the fact
cal instability, is no longer true, that his political and business
but it still lingers in the minds of philosophies were in line with cur-
American business leaders," Mr. rent government policies.
Meyuhas says.
"A true dove," as he describes
"We've gone through great im- himself, Mr. Meyuhas has for
provements recently, especially years been promoting the "invest,
with increased privatization. My don't give charity" approach now
job is to bring that to the atten- so popular in Zionist circles.
tion of the business community."
"In my opinion, the Zionism of
Besides improving Israel's im- today is economic development,"
age as a good place to do business, he says.
Mr. Meyuhas says the mission
Five years ago, Mr. Meyuhas
3000 Prudential Town Center, quite 2300
8outhfield, Michigan 48075
Telephone: (810) 356-2330
facsimile: (810) 356-2328
Jack L. Zwick, C.P.Q.
Robert b. Solomon, C.P.
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also aims to enhance trade be-
tween Israel and North America,
and encourage investment and
the creation of joint ventures.
The Israeli government creat-
ed the mission last August by
combining the North American
offices of the Finance Ministry
and the Ministry of Industry and
Trade.
The unification has enabled
Mr. Meyuhas to streamline and
coordinate operations at the six
North American branches under
his control.
The decision to appoint a busi-
nessman to head the mission sig-
naled a new focus for Israeli
government economic activity
believes could, with a little effort,
be tempted to establish research-
and-development centers in Is-
rael that might blossom into
subsidiary branches.
Many of these companies have
traditionally avoided Israeli in-
volvement because of regional in-
stability, the Arab boycott, and
the feeling that the Israeli mar-
ket is too small.
The peace process will, Mr.
Meyuhas tells prospective in-
vestors, bring political stability to
the region "sooner than we think."
The Arab boycott is no longer a
serious deterrent, he believes.
"The companies see Israel in
Oman, Qatar and Tunisia, they
see Rabin in Jordan, and they see
Japanese companies falling over
each other to come to Israel," he
points out.
The economic cooperation that
would result from the multilat-
eral negotiations would create a
market not of Israel's five million,
but of the region's 200 million con-
sumers, Mr. Meyuhas said.
Part of enhancing Israel's im-
age as a good place to do business
is improving the country's long-
standing reputation for abrupt or
lackadaisical service, Mr.
Meyuhas said.
Since Mr. Meyuhas's appoint-
ment, the mission has hired a
high-powered New York public
relations firm, Edelman's Public
Relations, and representatives in
the six regional offices have been
handing out new brochures that
tout Israel as a premier invest-
ment opportunity, highlighting
what Mr. Meyuhas believes is the
country's major asset: a highly
skilled, intelligent, dependable
workforce.
He believes this factor is more
of an inducement to foreign com-
panies than any Israeli govern-
ment incentives or free trade
agreements.
brokered a revolutionary part-
Service is the byword in all
nership between Haifa Munici- dealings with foreign companies, .
pality and the Combined Jewish Mr. Meyuhas emphasizes. It's not
Philanthropies of Boston by enough to rely on native Israeli
which the philanthropies ear- chutzpah.
marked more than $2 million of
"We are creating a service-ori-
their $15 million annual Opera- ented mission, so when an Amer-
tion Exodus campaign to fund ican company interested in doing
four development projects in business in Israel approaches us
Haifa.
for information, it will receive the
The Haifa-Boston partnership best service possible," he says. K
has since become a model for oth- Under his stewardship, the mis-
er North American Jewish com- sion has aggressively organized
munities in a process of "economic visiting delegations of multi-na-
twinning" that Mr. Meyuhas be- tional companies interested in ex-
lieves should be encouraged.
ploring the Israeli option. Thi,
One of Mr. Meyuhas' priorities he stresses, is the mission's "tar-
is to more aggressively court mul- get audience."
ti-national companies, which he FREEDOM
page 52