16Positioning an island: Jamaica

When Edward Seaga replaced socialist Michael Manley as Jamaican prime minister, he proclaimed an open door for capitalist investment.

David Rockefeller was so impressed, he formed a group of 25 American corporate chiefs specifically for the purpose of developing Jamaica. In the due course of events the Jamaicans, encouraged by the Rockefeller committee, hired us to develop a position for the island of Jamaica.

Investment or tourism?

Jamaica at the time needed both. But which should come first?

Obviously, investments won’t do much for tourism, but many tourists work for big companies. If they come back from Jamaica with favorable impressions, they just might encourage their companies to invest in the island. Executives ...

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