A Month of Madness: Which Businesses Will Cash In on the World Cup, and Which Will Take a Hit

Watch the report by Idan Quwaler, Walla Sport's correspondent to the World Cup / Walla editorial staff

One of the parameters that separates economics from exact science is the human factor. In other words, there are economic variables that are easy to quantify in numbers and plug into formulas, using scientific tools such as experiments, observations and more. The problem is that the human impulse, so central to economics, is elusive and slippery. I have already seen theories translated into business plans that looked wonderful on paper (or, conversely, catastrophic) and collapsed (or flourished) in a reality where consumer behavior turned out to be unpredictable. Why am I wallowing in what looks like the opening lecture of a professor's first introductory economics class? Because in a few hours, the opening whistle will sound for the first matches of the World Championship of Nations in football, known in short as the