Countertrade is often used by international marketers to gain entry into a country. PepsiCo used this strategy when it agreed to:

Question

Quizplus · Accepted Answer

One of the earliest barter arrangements occurred between Russia and PepsiCo before the ruble was convertible and before most companies were trading with Russia. PepsiCo wanted to beat Coca-Cola into the Russian market. The only way possible was for PepsiCo to be willing to accept vodka (sold under the brand name Stolichnaya) from Russia and bottled wines (sold under the brand name of Premiat) from Romania to finance Pepsi bottling plants in those countries. From all indications, this arrangement was very profitable for Russia, Romania, and PepsiCo.

Countertrade Is Often Used by International Marketers to Gain Entry