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COPYRIGHT 2004 All rights reserved. Reproduced by permission of The Condé Nast Publications Inc.
Not long ago, Erez Itzhaki, a thirty-four-year-old Israeli real-estate broker and developer, and his business partner, Eric Salomon, decided to sponsor a contest to name their latest venture, a shawarma-and-falafel restaurant on Third Avenue at St. Mark's Place. Wanting to involve their new community--they have worked mostly in SoHo--they posted a bright-yellow advertisement for the contest over their boarded-up storefront (www.name-our-restaurant.com) and offered twenty-five hundred dollars to the winner. So far, seven thousand people have sent in roughly thirteen thousand entries.
Itzhaki, whose previous entrepreneurial activities have not offered him much occasion for invention (he has arranged retail leases for...
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