The conquest of the East How the Danone group established itself in Eastern Europe once these countries opened their frontiers

• Lionel ZINSOU
  Associate manager, Rothschild Bank ; former managing director, Pasta and Oven-ready dishes division, Danone
  

Summary

The Central and Eastern European market opened up at the end of the 1980s. Setting up a company there was not without risk and it was sensible to have a contingency plan. However, Danone was sufficiently robust to risk it. Its measured dynamic approach and pragmatic strategy, enabled it to seize numerous opportunities and to establish itself quickly. Its image as a social model was related to its success. This is the account of an exceptional story.

Summary translated from French by Rachel MARLIN.

• The entire article was written by Lucien CLAES.

To obtain this article, you can :

• download it for free in French (PDF help) or contact ecopar@paris.ensmp.fr (Reference VA310197).

The entire article appears in French in the Journal de l'École de Paris du management N° 4.