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An Unimaginable Journey: How Pepsi Beat the Odds in Romania
     

An Unimaginable Journey: How Pepsi Beat the Odds in Romania

by Kelly Jo Eldredge (Editor), Eric L. Mott (Editor)
 

In the 1990s, Romania was just beginning to experience a market economy. In An Unimaginable Journey, Aviad Meitar explores how the highly unlikely business opportunity of setting up a Pepsi bottling operation in Romania came about. Meitar had virtually no knowledge of either the beverage industry or Romania, yet he recognized the value of bringing a

Overview

In the 1990s, Romania was just beginning to experience a market economy. In An Unimaginable Journey, Aviad Meitar explores how the highly unlikely business opportunity of setting up a Pepsi bottling operation in Romania came about. Meitar had virtually no knowledge of either the beverage industry or Romania, yet he recognized the value of bringing a first-class brand to a newly emerging market. Meitar's book is as illuminating as it is engaging. He explores the marketing successes of planting a huge Pepsi sign in the middle of Romania's university square, sponsoring a huge Michael Jackson concert, and building up new brands like 7-Up and Mountain Dew. This is an amazing story of a group of visionary entrepreneurs, who saw the Romanian business from inception through growth to the sale of the business to the second largest Pepsi bottler in the world.

Product Details

ISBN-13:
9780692011614
Publisher:
Aviad Meitar
Publication date:
02/28/2000
Pages:
171
Product dimensions:
5.90(w) x 8.90(h) x 0.70(d)

Meet the Author

Aviad Meitar set up the Pepsi business in Romania in 1991 on behalf of a U.S.-based investment group and oversaw this business from inception, through growth, to its ultimate sale to PepsiCo's second-largest bottler worldwide. He is currently the chairman of the Pepsi bottler in Bulgaria. He has a law degree from Tel Aviv University in Israel and a master’s in business administration degree from Boston University in the United States. He is married with three children. He is an avid French Horn player and is actively playing with a few amateur orchestras.

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