Baskin Robbins, the ice-cream business, decided to build a major presence in Russia. Management believed they could offer quality and variety superior to that offered by domestic competitors.

• 美国31种风味冰淇淋是一家经营冰淇淋的企业，决定在俄罗斯建立一个强大的形象。管理层认为他们可以比当地竞争对手提供更高质量和更多品种的冰淇淋。