The objective of this paper is to analyse the Battle of Hattin and identify strategies that can be applied in a contemporary business context. The Battle of Hattin represents a pivotal moment in the history of the Crusades during the late twelfth century. In the period antecedent to the battle, the Christians ruled the most scared of holy places, the Kingdom of Jerusalem. Known as the Holy Land, Jerusalem was and remains religiously significant for both Christianity and Islam, as it is the place of Jesus Christ’s life, death and resurrection and also the place of Mohammed’s ascension to heaven. Economic and social reasons also underlined the building tensions...