economy
April 11, 2026
Prof. Schlevogt’s Compass No. 52: High time to say comeback
By returning to Russia now, foreign companies can regain lost ground ahead of competitors – time for Truth and Reconciliation 2.0
TL;DR
- Many foreign companies' hasty retreat from Russia in 2022 was a costly act of panic, sacrificing market position and customer loyalty.
- Returning to Russia presents an opportunity for commercial redemption and strategic imperative for long-term relevance.
- Companies that left Russia ceded market share to domestic competitors or rivals eager to fill the vacuum, like McDonald's former business becoming 'Vkusno i Tochka'.
- Russia remains a significant economy, and early returners can gain an advantage before markets are permanently occupied by rivals.
- A 'Commercial Truth and Reconciliation Commission' (CTRC) is proposed, distinguishing between companies based on their departure (e.g., reluctant withdrawal vs. hostile actions) and facilitating reintegration.
- Returning companies must discard ideology, return with humility, acknowledge fault, and demonstrate long-term commitment and respect.
- The homecoming should focus on mutual benefit, involving technology transfer, local production, and workforce training.
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