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Essay Details:
Essay text:
In 2002, Ice-Fili, a midsized Russian company with
more than $25 million in sales, was Russia’s top ice cream producer. Surprisingly, it had outlasted
several well-known international companies such as Ben & Jerry’s, which exited the Russian market
in 1997, and Unilever, which left in 2001. Ice-Fili had not only successfully transitioned from the tight
controls of the Soviet regime to the infant Russian open-market economy in 1992, but it had also
successfully navigated its way through the difficult times of Russia’s 1998 financial crisis.
Ice-Fili was fighting to maintain its market share leadership in the increasingly competitive
Russian ice cream market, which had decreased over the past few years to about a half-billion dollars
in sales...
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