Loss in terms of money or efforts. Could be recent or ancient.
Russia invasion of Ukraine. They used to be number 2 army with sophisticated weapons. Now they are number 1 world laughing stock with weapons that works exceptionally well for invading Mars but not on earth.
As they say, from number 2 army in the world to number 2 army in Ukraine.
Now with a risk of becoming number 2 army in Russia…
Target’s failed expansion into Canada. It’s taught as a case study on what not to do in business schools now.
Wendy’s tried to get into the Netherlands, but couldn’t, because there was already a snackbar (think small fastfood place but greasier) that was registered under the name “Wendy’s” at the chamber of commerce. This spawned a lawsuit. You had Wendy’s, a local snackbar who claimed rights to the name because they were already established, and Wendy’s, a franchise coming from America. They claimed right to the name because they were a franchise, and not just a single fastfood joint.
To solve this issue, the local snackbar opened up a second location, making local Wendy’s a franchise, and winning them the lawsuit
