Foreign direct investment in transition economies: The case of Coca-Cola in Russia

Morgan, Robert E. ORCID: https://orcid.org/0000-0001-8981-3144 and Rosier, Eleri Rhian 2001. Foreign direct investment in transition economies: The case of Coca-Cola in Russia. Journal of Euromarketing 10 (1) , pp. 27-48. 10.1300/J037v10n01_03

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Abstract

The paper advances several theoretical and practical developments underlying the foreign direct investment episodes of multinational corporations in transition economies, most particularly Eastern Europe. Following this, arguments are developed and discussed concerning the liberalization of the Russian economy and the changing consumer, management, organizational, and investment traditions therein. A case example of the Coca-Cola Company in Russia is both presented and analyzed. Reference is made to the experience of this company concerning its: market entry; market development; market expansion; strategic problems and barriers to expansion; and, late versus first-mover advantages in an emerging market of this transition economy. Various conclusions are drawn from this case and inferences are made for theoretical developments and company strategy in the specific field of foreign direct investment in transition economies.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	D History General and Old World > DK Russia. Soviet Union. Former Soviet Republics H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Uncontrolled Keywords:	Foreign direct investment; market entry strategy; strategic options; market development; market expansion; transition economies; Russia; Coca-Cola
Publisher:	Taylor & Francis
ISSN:	1049-6483
Last Modified:	21 Oct 2022 10:18
URI:	https://orca.cardiff.ac.uk/id/eprint/39794

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