This case highlights the concrete startup ECOncrete, a company based in Israel that has created an environmentally friendly product that targets coastal construction. Successful start-ups spawned in Israel often generate significant revenue beyond Israel's borders. The case looks at the composition of concrete, the competitive landscape, and how ECOncrete's offering is different, incorporating expertise from the founding scientists of ECOncrete, Dr. Ido Sella and Dr. Shimrit Perkol-Finkel. The decision point of the case focuses on manufacturing or licensing as the best strategic move to grow ECOncrete's business
