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Modesty is Gold, Audacity is Silver in Russian Business –A turbulent story of BP in Russia

... even confronts with a fatal internal fragmentation and a crisis of business retreat. Analyzing the turbulent case of the TNK-BP, this article explores how BP should integrate market and nonmarket strategies in building a commercial future in Russian energy market, while shifting its thinking away from the conventional success measures. The case also presents extensive implications for other competitors in the same realm, as well as for any international company that is aiming to enter Russian market ...