The last word: The strategic advantage of being ahead of disruptions

One of the pillars of reinvention is staying ahead of disruptions—responding to it before it arrives rather than reacting in the moment.  

Observing the intricate developments across emerging Europe is endlessly fascinating. Having been deeply involved in the region for over a decade, I’ve come to know its unique cultural dynamics, its layered history, and the pulse of individual countries.  

It’s a region I follow closely, both from within and with a broader, pan-regional perspective—always with an eye on the forces shaping it, often in unpredictable ways. 

• Making the most of CEE’s nearshoring potential
• Eastern Europe: Under pressure to succeed in defence and innovation
• Investment in emerging Europe’s fintech ecosystem: What’s next?

One only needs to look at what’s happening now to see how dynamic the landscape is. Moldova has just moved a step closer to the EU with its referendum, but only by a razor-thin margin, while in Georgia, a pro-Western president navigates contested parliamentary elections held last weekend.  

Also taking place last weekend, Bulgaria’s seventh parliamentary election in less than four years appears to have failed to improve the country’s political stability. The country has not had anything resembling a stable government since 2020. 

Add to that the ongoing war in Ukraine, the shifting supply chains impacting European manufacturing, and Volkswagen’s plan to shutter plants, slash jobs, and downsize operations. And all of this unfolds as the US heads to the polling stations next week. 

In this climate, I frequently find myself fielding questions from investors operating in the region, associations and chambers of commerce, law firms, development agencies, and international financial institutions, all looking for interpretations of these changes.  

The interest is significant—they want to know what these developments mean for the region and, critically, what they mean for their own strategies. 

But I also speak to leaders whose focus on immediate operations often means they don’t follow these shifts as closely as perhaps they should, even if they may directly impact their business.  

A theme I encounter often is a mindset that assumes present success will remain constant. It’s a viewpoint that can leave businesses scrambling when sudden disruptions or opportunities arise, leading them to react only once a crisis is already unfolding.  

A lot of companies that took success for granted are no longer around: take a few examples from Poland, the region’s biggest economy: Americanos, which successfully competed with Western brands such as Levi’s, Lee and Wrangler; Idea Bank, once very popular among micro, small and medium enterprises; Open Finance, a large financial adviser, assisting individual clients in the search of financial solutions, to name just a few. 

Staying ahead of disruption

One of the pillars of reinvention is staying ahead of disruptions—responding to it before it arrives rather than reacting in the moment.  

Yet, companies often rely on information from familiar sources: suppliers, customers, industry publications, and the occasional external report. Rarely do they go outside their comfort zones, actively seeking out diverse insights or asking employees to share their own observations on potential threats or opportunities.  

This reactive approach can make it easy to miss the early signals of change, especially in a region as nuanced as emerging Europe. 

They need Strategic Advantage, which provides actionable insights into the shifts occurring across the region, looking beyond the surface to the deeper processes driving them. It’s not just a collection of headlines; it’s an examination of the factors likely to shape the future. By understanding these, companies can pivot proactively, identifying areas of risk and opportunity before they become urgent issues. 

The advantage, then, is clear. By tuning into the complexities of the region and anticipating the shifts ahead, companies can go from being reactive to strategically prepared.  

In emerging Europe, this approach isn’t just valuable—it’s essential for those aiming to thrive. 

At Emerging Europe, we use an integrated approach centred around market intelligence to help organisations understand trends and strategically position themselves for success.  

Learn how our solutions can help you thrive in the region:

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