Our Mission – EM2EM

EM2EM: BRIDGING BUSINESS CULTURES IN EMERGING MARKETS

Through advising companies, Khaznah Strategies is actively working to bridge the gap between business cultures in the former Soviet Union and other emerging economies. We assist what we call “em2em” or “emerging markets to emerging markets”© - direct business-to-business communication across borders.

Over the next few years, business activity between emerging markets will play a key role and will gradually replace the reliance on the East – West economic axis that has dominated the last decades. We see strong reasons for an increase in partnerships between companies in CIS and other emerging markets, such as raising funds for new projects, replacing reserves of oil and gas and other natural resources, diversifying risks geographically, accessing new markets and retail networks and more.

While business incentives are strong, current co-operation between companies from the post-Soviet area and other emerging markets is still limited. This is primarily attributable to the lack of familiarity with the business cultures across emerging economies. An extensive and sophisticated network of specialised institutions (consultancies, think-tanks, PR and marketing firms, etc.) assists and analyses business activities between CIS and the West, and other emerging markets and the West respectively.

Institutions that might facilitate co-operation, especially in the private sector, between companies from the CIS and the Middle East, Asia, etc. are much less developed. Many of the interactions and transactions between businesses in emerging markets are co-ordinated through Western or international third parties. One of the key objectives of Khaznah Strategies is to assist direct connections between business people in emerging markets.