TY - JOUR

T1 - The Untsiya Company

T2 - Business Development in Russia

AU - Shirokova, G.

AU - Vega, G.

N1 - Shirokova, G. The Untsiya Company: Business Development in Russia / G. Shirokova, G. Vega // The Case Journal. - 2009. - Volume 6, № 1. - P. 57-80.

PY - 2009

Y1 - 2009

N2 - During the winter of 2008, 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.

AB - During the winter of 2008, 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.

KW - РИНЦ

KW - The Untsiya Company

KW - РИНЦ

M3 - Article

VL - 6

SP - 57

EP - 80

JO - Cases Journal

JF - Cases Journal

SN - 1757-1626

IS - 1

ER -