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Deloitte: Poland to benefit from new investments in emerging markets


Poland is one of the countries that may be the focus of the next wave of expansion in the world’s emerging markets, as measured by perceived revenue opportunities offered by the country in the coming years, according to Fortresses and Footholds: emerging markets growth, practices and outlook, a survey of several hundred executives by Deloitte, the audit and consultancy firm.

The study shows that 45% of executives at companies with existing emerging market revenues consider Poland as the country with the greatest revenue opportunities (i.e. with the likelihood of revenue increases of 25% or more over the next three years), a better result than any other country in Eastern Europe except Russia at 66% (respondents could name more than one market). Ukraine came a distant third with 28%, followed by the Czech Republic at 25%. The report’s authors mention Poland alongside Russia, Mexico, Argentina and several countries in Southeast Asia as a set of markets that could benefit disproportionately from the next wave of investments in emerging markets, which is expected to be broader than before even as Brazil, India and China remain the biggest magnets.

Furthermore, the survey shows that Eastern Europe and Russia is one of three regions that companies without emerging market revenue identify as the regions they are most likely to enter during the next three years, the other two being Southeast Asia, and Latin America outside Brazil. (Predictably, the Eastern Europe and Russia region is most popular among European firms, with 27% expecting to begin generating revenues there during the next three years, compared with 11% for Chinese firms and 2% for companies in the US and Canada).

The survey was conducted in mid-2011. It is based on interviews with 628 executives, including 389 from companies that currently generate revenues from one of 10 key emerging market countries or regions: China, India, Southeast Asia, South Korea, Brazil, Latin America outside Brazil, Eastern Europe and Russia, Turkey, Egypt, and South Africa.

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