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Getting real about Russia - Communicating more effectively with global management - EY - Global

Getting real about Russia

Communicating more effectively with global management

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The biggest paradox facing executives may be how to grow and innovate in a market in which the global business has great expectations, but where local leaders in many cases are struggling.

Executives are polarized between those who are finding Russia an extremely testing environment and those who feel fortunate to be in a market that is leading the global corporate growth charge.

Undoubtedly, one of the key challenges all local leaders face is to manage global and regional HQ expectations. With the rest of the world performing less well, Russia is expected to deliver the growth and the profit that will shore up other markets.

The biggest paradox facing executives may be how to grow and innovate in a market in which the global business has great expectations, but where local leaders in many cases are struggling to marshal the capabilities and talent needed to make Russia work.

Questions executives are asking

Executives are asking the following questions about doing business in Russia.

  • How good will Russia be in 2012? What growth should we expect?
  • What can we do to drive bottom line growth?
  • What do we need to do differently to crack the value end of the market? What can we learn from successful companies such as Kalina Concern?
  • How can we drive better engagement with consumers and build interactivity?
  • What capabilities do we need in Russia to respond to the new ’normal’ market conditions?
  • What is the right operating model for this market?
  • How should we reinvent ourselves for Russia?


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Getting real about Russia

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