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Foreign Market Entry

C/B/2231. International Expansion of Caffè Nero to Russia

WORDS:
1400
ADD-ONS:
21 Slides
DATE:
2010
PRICE:
29.99 GBP

The paper presents a case study of Caffè Nero’s entry to the Russian market reviewing the corporate history of the company, describing their organisational structure and culture, identifying the features of the Russian business culture, and addressing the challenges of cultural diversity that will face Caffè Nero in Russia. Recommendations are suggested about Caffè Nero’s market entry strategy. A 21-slide presentation of the paper is supplied in a separate file.

 

KEYWORDS: Caffè Nero, Russian market, organisational culture, business culture, cross-cultural dimensions,

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