Foreign direct investment in transition economies: The case of Coca-Cola in Russia

Robert E. Morgan*, Eleri R. Thorpe

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter


The paper advances several theoretical and practical developments underlying the foreign direct investment episodes of multinational corporations in transition economies, most particularly Eastern Europe. Following this, arguments are developed and discussed concerning the liberalization of the Russian economy and the changing consumer, management, organizational, and investment traditions therein. A case example of the Coca-Cola Company in Russia is both presented and analyzed. Reference is made to the experience of this company concerning its: market entry; market development; market expansion; strategic problems and barriers to expansion; and, late versus first-mover advantages in an emerging market of this transition economy. Various conclusions are drawn from this case and inferences are made for theoretical developments and company strategy in the specific field of foreign direct investment in transition economies.

Original languageEnglish
Title of host publicationForeign Direct Investment and Strategic Alliances in Europe
PublisherTaylor & Francis
Number of pages22
ISBN (Electronic)9781317956341
ISBN (Print)9780789016539
Publication statusPublished - 24 Oct 2018
Externally publishedYes


  • Coca-Cola
  • Foreign direct investment
  • Market development
  • Market entry strategy
  • Market expansion
  • Russia
  • Strategic options
  • Transition economies


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