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Russia Without Tears
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In association with Culture of Business

Russia without tears – a workshop for British exporters


Winston Churchill said “Russia is a riddle wrapped in a mystery inside an enigma”. Nearly 80 years later, the British Government’s website comes with a health warning about doing business in Russia being “more difficult than operating in many OECD countries”. In typically understated fashion, it advises: “It’s important that British companies come to Russia well prepared.” With Russia in the news on a daily basis in connection with money-laundering and interference in other countries’ elections, it is hardly surprising that the government advocates caution in commercial relations with Russia. The complexity of getting things done in Russia are legendary.

But there is another side of doing business in Russia.

This is a country of enormous natural, and talented human, resources. Apart from the obvious oil and gas and extractive sectors which British equipment manufacturers have been supplying for decades, there are many other emerging sectors where British and Russian business can work together. Successful cooperation is possible, for example in scientific equipment, IT, computer games, pharmaceuticals to mention but a few industries where British companies are doing well. After several years of economic retraction, growth seems to be making a return.

This seminar will balance out the risks and opportunities of doing business in Russia. From market entry to setting up with a joint venture partner, we will explore the many ways of making a success of exporting to one of the largest and most complex countries in the world. The seminar will be deeply practical, dealing with hiring and managing distributors, setting up a representative office and hiring staff, doing business with government, managing logistics, customs and other challenges.

The seminar will be run by Brook Horowitz, Managing Director of Culture of Business, a management consultancy. A fluent Russian speaker, Brook’s career has focused on Russia for the best part of 30 years. He began working there as an export manager in 1987 with John Crane, a mechanical engineering company, part of Smiths Group. In the nineties, he lived in Moscow for 6 years establishing and developing GE’s consumer and healthcare businesses in the former Soviet Union. For the last 10 years he has worked as a consultant and trainer, bringing Western business practices and management expertise to Russian companies and government.


Workshop schedule:

09:00 Coffee and registration
09:30 Introduction from The Institute of Export
09:40 Russia: challenges and opportunities – a balanced view
10:00 Market entry – Moscow and beyond
11.00 Break
11.30 Choosing your partners – distributors, suppliers and joint venture partners
12.15 Power of the people – Hiring, firing and managing staff in Russia 
13.00 Lunch
14.00 Dealing with red tape – logistics, real estate, certification, customs, local production
16:00 Summing up 
16.30 Vodka tasting


The Presenter - Brook Horowitz

Brook Horowitz (course and webinar) is a consultant in international trade, and is CEO of IBLF Global, an NGO which promotes responsible business practices in emerging and developing markets. He has worked in many of the emerging markets and was with GE in Russia and Eastern Europe throughout most of the nineties. From 2013 to 2015 he was co-chair of the B20 Anti-Corruption Task Force, a business advocacy group which advises the G20 Group of nations.
Brook will be joined, in person or by live video link, by practitioners of business from, some of the world’s most exciting and challenging markets.


Member price - £299 + VAT

Non-member price - £399 + VAT

Join the Institute from as little as £70 and save over £100 on your training course!


Continuing Professional Development (CPD)

This course is CPD certified - 10 points


Before booking please make sure you read our training course terms and conditions. Booking a place on one of our training courses implies acceptance of these terms.


Dates and locations

Start date

End date


22/05/2018 22/05/2018 London Book now


To discuss our training courses:
Call +44 (0)1733 404400