The major finding of the survey is that the period of adaptation to the new market environment for many companies is finished. Top management of those companies which didn't use excess leverage and/or have access to financial resources currently focuses at upgrading the quality of management, improving operational efficiency and increasing productivity. The mid term target is to increase the market share. This target is set force by some of the current market leaders as well as by challengers.
- 23% of the participants are confident in the current competitiveness of their company's business model or service/product offering.
- 24% of respondents (half of them are CEOs) have the actual current target to seize the market leadership or to significantly improver their firm's position in the marketplace.
- 19% of respondent have the improvement of operational efficiency at the to of their priority lists.
- 10% of participating companies are taking actions to protect their business and market position which are exactly the same as with companies targeting market share growth.
- Top priority of the HR professionals is on motivation and encouragement of employees. PR professional have found themselves in a new environment: with smaller advertising budgets the focus of PR activities shifted towards product and service promotion.
About a quarter of responding companies are already taking actions to reshape the market. They represent different industries and markets. It means that the structuring of the markets or what was recently referred to by Russian officials as some indicators of stabilization do not relate to particular industries but rather to particular companies. Our conclusion is that so called "stabilization" affects firs and foremost companies with the best quality of leadership irrespectively of their industry or market segment.
Local subsidiaries of multinationals are feeling themselves somewhat more confident than their Russian counterparts in terms of business planning as they can monitor the development on the other markets which were hit by the crisis earlier than Russia.
Expatriate executives put more emphasis then their Russian counterparts on the client orientation and the best price/quality ratio, while Russians are emphasizing resilience and the personality of the leader/founder as their competitive edge.
The survey of the Good2Work club of leaders was conducted in February - March among CEOs, HR and PR executives. We received above 200 responses.
