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Just how important is the geopolitical history in influencing consumer behaviours and attitude today? I spent 3 years in Moscow in 2000 -2003 and so was delighted to be invited to a presentation and panel discussion last week on the topic of “Should we demonize Russia?” hosted by the excellent Lausanne chapter of the IMD Alumni. The esteemed panel put together by Elena Pance Petrova included an ex-colleague, Bernard Lukey, now Executive Director at Yandex Europe, Eric Hoesli, Professor of Russian studies at EPFL and the University of Geneva and Flavien Schaller, the Chief Observer of the OSCE (Organization for Security and Cooperation in Europe) on the Russian - Ukrainian border. Understandi