An Unimaginable Journey: How Pepsi Beat the Odds in Romania

In the 1990s, Romania was just beginning to experience a market economy. In An Unimaginable Journey, Aviad Meitar explores how the highly unlikely business opportunity of setting up a Pepsi bottling operation in Romania came about. Meitar had virtually no knowledge of either the beverage industry or Romania, yet he recognized the value of bringing a first-class brand to a newly emerging market. Meitar's book is as illuminating as it is engaging. He explores the marketing successes of planting a huge Pepsi sign in the middle of Romania's university square, sponsoring a huge Michael Jackson concert, and building up new brands like 7-Up and Mountain Dew. This is an amazing story of a group of visionary entrepreneurs, who saw the Romanian business from inception through growth to the sale of the business to the second largest Pepsi bottler in the world.