Oscar & Oliver Brothers was founded in 2002 and faced numerous challenges, including the death of one of its co-founders and the impact of the Russia–Ukraine war. The company had, however, been resilient and had continued to grow during the war. Maria, Oscar, and Andrey, the three current co-owners of Oscar & Oliver Brothers, gathered in January 2024 for their annual strategic planning meeting. Maria was reluctant to pursue a strategy of internationalization due to the failure of a previous attempt the company had made to expand into Poland and because the ongoing Russia–Ukraine war was creating uncertainties in the region. She suggested diversifying and expanding locally instead. Oscar and Andrey advocated a cautious international expansion into Poland and the Czech Republic. Following a long debate, they were unable to reach a consensus and scheduled another meeting for June 2024.