Levi Strauss

As Levi Strauss makes inroads into the heart of the Polish consumer, it faces the twin conditions of the entrepreneurial condition: Significant challenges as well as significant opportunities. In being one of the first companies to move into Poland after the break-up of the Soviet Union and the economic and cultural opening of Eastern European countries to the West, Levi Strauss was gambling that its All-American image (which had long made Levi jeans a cherished black-market item in Soviet-dominated Eastern Europe) as well as the quality of its product would make its product appealing even in such a cash-strapped country. In large measure, its gamble has paid off, although there remain important challenges for the company. Ironically, even as Levi Strauss has decided to shutter its last factory in the United States, it now manufactures jeans in Poland to sell both in that country and throughout Western

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Category: Philosophy - L