Chair of Strategy and Marketing

Current withdrawal of German corporations from Russian business

Professor Fassnacht warns of possible reputation damage

The current situation for German companies with business activities in Russia is difficult in view of the war. Many companies are suspending their business activities in Russia, at least for the time being, while others are sticking to them. What exactly is behind this, is it the responsibility to their own employees or to the Russian population, or is it the achievable profit that is in the spotlight?

The companies that stay in Russia risk at least damage to their image and are under enormous pressure to justify their decision, explains Professor Fassnacht and emphasizes that the arguments for staying must be very valid. In particular, the way the generated profits are used should be made transparent.

Read the entire article in Zeit Online from March 16, 2022 here.