Ice Lyli
Ice-Fili (АЙС-θИЛИ)
You cannot defeat a nation that enjoys ice cream at minus 40 Celsius.
— Winston Churchill
To survive in Russia’s ice cream industry during the 11 years since the collapse of the former
Soviet Union was no small feat (see Exhibits 1 and 2). To be successful in these turbulent times was
nothing short of amazing to industry observers. 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......
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Approximate Pages: 32 (250 words per double-spaced page)
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