From Lake Baikal to the Balkans: The Turkish beverage company Efes has staked its claim from Europe to China
Where Europe ends and Asia begins still remains a matter of conjecture. While this vexing question of cultural and political delineation occupies many minds in east and west, the Turkish brewer and soft-drink bottler Efes is set on expanding its market that has the unification of both hemispheres as its goal.
Don’t phone us. We’ll call you." Who hasn’t heard that expression? After having tried their best, the job applicant is ushered out with these words. Sometimes he or she will get a call, sometimes all that can be expected is silence or a "thank you but no thanks"-letter in the mail. It is somewhat ironic that this is the last thing the Canadian CEO of McDonald’s heard from his Russian business partners during a business trip to Moscow - and then nothing more. The deal’s off.
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