EVN in Bulgaria, “Eastern Fantasy” Meets Eastern Reality

Case Solution

Christian Seelos

The case reflects the strategic decisions to implement the growth and internationalization strategy of EVN, an Austrian energy retailer. EVN had to react to the change in competitive dynamics that emerged as a result of market liberalization enacted by EU law in the 1990s. EVN’s management saw growth opportunities in the underdeveloped markets of Eastern Europe, which they should catch up quickly with EU membership. EVN is soon exposed to a host of political, cultural, economic and technical forces that challenge its ability to implement its growth strategy.

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