The Untsiya Company: Business Development in Russia
Publication date: 1 December 2009
Abstract
In December 2007, Sergey Nikolaev, founder and CEO of the Untsiya company, a tea shop chain in St. Petersburg, Russia, was facing a major decision about the future of his company: should he diversify the business or focus solely on tea sales via exclusive shops? Founded in 2002, the Untsiya Company had enjoyed dramatic growth and great success in the St. Petersburg market. By 2007, having directed the successful roll-out of his tea shop chain, Nikolaev wanted to grow to the next level and was prepared to revise his corporate strategy, even to the extent of changing his existing, stable organizational structure. Students are challenged to select a growth strategy and related organizational changes to implement that strategy.
Acknowledgements
The authors would like to express their gratitude to Sergey Nikolaev, founder of the Untsiya Company, for his assistance in the preparation of this case study.
Citation
Shirokova, G. and Gina, V. (2009), "The Untsiya Company: Business Development in Russia", , Vol. 6 No. 1, pp. 80-103. https://doi.org/10.1108/TCJ-06-2009-B005
Publisher
:Emerald Group Publishing Limited
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