ABSTRACT
E F F O RT S T O R E S T R U C T U R E A N Y K I N D of environment become increasingly challenging when prevailing practice is welded to generations of custom inherited and reinforced by the current players in that setting. In the area of economic reform in the Russian business environment, a massive change of attitude in managers and entrepreneurs was necessary for even a modicum of success. Customary ways of doing business in twentieth-century Russia reflected an accumulation of hundreds of years of practice and policy antithetical to market orientation.
