Strategic turn of Russian business to the East: how domestic companies go to China, the United Arab Emirates, Turkey and other markets

The Association of Managers and the Higher School of Business of the National Research University Higher School of Economics presented the data of the joint survey "Russia's Strategic Pivot to the East". Leading Russian companies focus their foreign economic activity on the countries of the world majority. Of the more than 130 organizers who responded to questions, 70% of businesses reported that they already operate in new markets. Others plan to become more active in this direction in the near future. 74% of respondents stated the need for additional education on the peculiarities of business culture, the specifics of business in new markets.

The business association "Association of Managers" and the Graduate School of Business of the National Research University Higher School of Economics conducted a joint survey on the topic "Russia's Strategic Pivot to the East". Representatives of large Russian businesses, members of the Association of Managers and graduates of the MBA programs of the Graduate School of Business of the National Research University Higher School of Economics, answered the questions of the organizers.

More than half of the leaders of the domestic economy are positive about the prospects for developing new markets: 62% of respondents answered that the strategic turn of their companies to the markets of the world's majority countries is "not without difficulties, but they are not critical." 5% reported that business reorientation is "pretty easy". At the same time, there is a large share of those companies that describe the process of entering new markets with the words “extremely difficult,” such answers were received from 33% of participants.

Businessmen consider the Chinese market to be the most attractive: the majority of the survey participants, 49%, are set to work with it. Next in the ranking of Russian business interests are the UAE (41%) and Turkey (36%). They are followed at about the same level by Iran and the countries of Latin America - 22% each. One in five companies reported that they are already working or planning to enter the Indian market. About 10% of respondents are guided by African countries. The survey methodology allowed participants to name not one, but several priority markets.

“In the face of tougher sanctions, Russian companies continue to develop and find replacements for traditional markets. Domestic business is expanding its presence in business projects in the Middle East, Southeast Asia, and increasing exports to these regions. The survey data make it possible to assess the prospects for the development of Russia’s trade and economic relations with the countries of the world majority and to see bottlenecks that require not so much state support as investment in education, obtaining new knowledge about the specifics of working in these markets,” said Vyacheslav Evseev, Executive Director Managers' associations.

Valery Katkalo, Director of the Higher School of Business at the Higher School of Economics, said: “The results of our joint survey confirm the interest in new educational programs that will help Russian companies operate effectively in the face of increased turbulence and uncertainty in business conditions, as well as the changed geography of operations. We see that 74% of respondents stated the need for additional education in the specifics of business culture, the specifics of business in new markets. We already offer and will expand the portfolio of MBA, professional retraining and advanced training programs taking into account new challenges.”

One of the main reasons for the difficulties that arise businessmen called "lack of knowledge on new markets." For this reason, it is difficult to adapt the product to the local consumer, a serious obstacle is the language barrier and insufficient knowledge of the mentality of the population of another country - more than 40% of respondents focus on these factors. 43% of respondents noted that they have not yet managed to establish full-fledged communication with potential foreign partners. Among the individual difficulties, the respondents named “pincers of sanctions / counter-sanctions”, “lack of coordination of foreign economic activity in the host country”, “dumping prices by local partners”, “competition within the Russian Federation, which is transferred to foreign markets” and “lack of funds”.

The Association of Managers and the HSE Graduate School of Business intend to monitor the process of adaptation of Russian business to the new markets of the world's majority countries.

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