American-style consumerism helped usher the fall of the Soviet Union. But with American companies exiting Moscow, there could be the surrender of a hard-won toehold in Russia, writes Philip_Elliott
” during the Trump years and consider it a moral stance, but the choice to oppose the erratic President who could move markets with a tweet ultimately was in CEOs’ best interests.
Companies may eventually realize isolation isn’t the best path for ending Russian attacks on Ukraine. The Soviet system was sclerotic by design, but societies find ways of evolving because powerful ideas don’t respect borders or central committees. Cultural diplomacy made Soviets question the system. Gorbachev understood that, sparking a series of reforms that he thought could keep the system afloat. Ultimately, he could not stave off the West—and ended up starring in that Pizza Hut commercial.
Yes, let’s go back to that one-minute ad once again. It’s an artifact of an era that saw Gorbachev as a symbol of the West’s victory over its Cold War menace. The ad never aired in Russia, but the symbolism was clear in an American pizza chain using the former Soviet leader as an emblem of a changing world.
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