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Business
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| Number of pages / Number of words: |
18 / 4888 |
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They were not sure about market form of participation and timing decisions. Number of concerns was mentioned: Russian mafia, infrastructure, and commercial code.
Still, there are examples of successful investment in Russia. One of them is Carlsberg A/S. Today, sales in Russia are responsible for the third part of the company's total profits, and Russian beer market is considered as the most important single market for the company...
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Market share in 2004 was 33% and as Carlsberg's vice ?president Poul Bergkvist mentioned, " Carlsberg expects growth of market share".
In conjunction to that, it is interesting to analyse how Carlsberg dealt with issues of entry mode while entering uncertain Russian environment.
1.2 Research Question
How can Carlsberg's entry to the Russian market be explained from the institutional and transaction costs perspectives?
The questions that we attempt to uncover in the project are how Carlsberg has become established in Russia, and why that entry mode was chosen in the light of transaction costs and institutional theoretical frameworks...
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