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

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.