Russian Tide

Procter & Gamble, maker of Tide detergent and dozens of other leading household and personal products – Pampers, Crest, Pantene, Olay, to name a few – was one of the first and most successful Western companies to operate in Russia when it opened for free-market business two decades ago. Here is the story of how P&G swept across the vast Russian landscape with its brands. How it achieved this success and the key factors that made it possible are a tribute to P&G’s outstanding people and partners and a valuable lesson to any business involved in entering an emerging market today.