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Interview with Dr Mamkina, managing director Nexus-Europe GmbH
International Business Focus today speaks with Dr. Svetlana Mamkina. At just 28 years of age Dr. Mamkina has already earned a doctorate in mathematics and regularly participates in mathematic conferences where she shares concepts and ideas with the field's brightest minds, including Nobel Prize winners like Dr. John Nash and others. She has founded and manages two companies in Russia and Germany, and this is the focus of our interest today. Let's meet Nexus-Europe GmbH founder and managing director Dr. Svetlana Mamkina.
IBF: With a PhD in mathematics, a lot of people would be surprised at your career choice.
SM: There are multiple examples where people get their education in one field and work in another. I have a strong belief that mathematics just opens a persons mind and allows to think in a non-standard way. It forms a special vision and at the same time allows one to estimate the risks. Especially taking into consideration that the specialization of my PhD is "Game Theory." We have a saying in Russia: "talented person is talented in everything." Moreover, not many people know that I also spent six years to get my Master Degree in economics, with a focus on management and investment, and this combination allows me not only to see the opportunity but estimate the risks. Moreover, I still participate in the leading conferences to continue training my brains. So it is not really correct to say that I stopped my scientific career 100%. It is a part of my working process each and every day.
IBF: On the subject of your education, you had a unique opportunity to study with someone rather special. Tell me about that.
SM: I was lucky to make my PhD under the supervision of one of the best specialists in the field, professor Levon Petrosjan, who is now the president of the International Game Theory Society. During many years I had an example in professor Petrosjan not only a talented scientist, but a perfect manager, fast and unique brains, vision and combination of strategist. Even though I finished university and got my PhD we are closely in touch with Levon and he is a consultant in many questions where his wisdom is required. I hope this type of relationship we can keep for a very long time.
IBF: How did you become interested in the field of trade exhibitions?
SM: It appealed to my economic side. The idea of people introducing products and services goes back hundreds of years to the ancient bazaars and the Silk Road for example. Technology has improved, but the basic concept remains the same. I liked the opportunity exhibitions provided to market and communicate ideas.
IBF: When did you start your business, and why did you decide to make your own business rather than go to work for an existing organizer?
SM: I felt there was something missing in what some of the other companies were providing. I had ideas to improve services to exhibitors and so I launched Nexus six years ago to do just that.
IBF: What were your goals when you began your business?
SM: Exhibitions are a marvelous opportunity for companies to expand their business internationally. My goal was to see that they had access to the quality of services that would maximize this opportunity for them.
IBF: How has your business changed since its beginning?
SM: Over the years we have become very involved with market research and strategy making for our clients. This has greatly improved efficiency in entering new markets and being successful in them.
IBF: You have an office in Germany also. Why did you decide to expand your business into Germany?
SM: So many of our customers were based in Germany that we expanded to better serve them. We have since acquired a lot of new customers from other Western European countries, and to be more centrally located has been beneficial for them as well. It was a good move for us.
IBF: Do you find it difficult to work with so many different nationalities?
SM: Not really. Each has a different character, and priorities, but we know this from experience. For example, Helmut Schmidt was German Chancellor decades ago. But his books, his words, have a relevance to Germans today. It's a way of seeing the world, and of Germany's place in it. We know this. We have to know this to create strategies that will fit their comfort of character. It is different than the Italian or French or British character. Interesting story: while at a mathematical conference I wanted to have a book signed for Helmut. He is a scholar and I knew would appreciate the level of the signers. Dr. Nash signed the book, and so many of the other doctors and professors. Words of respect. Helmut really enjoyed receiving this book and reading these greetings. I think he was touched by it.
IBF: I heard that you are considering to work on the Conexpo Russia 2010 show. What will you do for that show?
SM: It was being considered, but I have chosen not to work on this show.
IBF: What made you change your mind?
SM: There was a lack of timely decision making on the part of the American organizer. It was wasteful of my time, and of course I would have to expect more of the same as we proceeded.
IBF: Why did the first Conexpo Russia show do so poorly?
SM: Well, the American organizer said it best. She told they did not fill exhibitor orders on time, or at all in some cases, and it made them look very bad to exhibitors. She noted they received several complaints from exhibitors, but tries to pass the blame to the venue. It is always easiest to put responsibility onto others, but the venue and organizers are no different than the rest of us. It was the job of everyone to make reasonable and favorable deals. It was also the job of the American organizer. This was their work. You don't blame the house because the sofa has only three legs. Anyway, she thought the show was not well planned. I won't comment on how they planned the first show, but the planning of this show has not been good. They had a date and venue and were selling space, then canceled them both. They set a new date and venue and now have again lost the venue. In fact, they were asking me how to promote the show without a venue! They don't know what to do, don't know how to work with the Russian side, and have no representation in Europe. This is what they came to for. I know full well how I would have planned and operated the 2010 show. It would have been drastically different. They are trying to compete with a well established show in the same field. Obviously it is not enough simply to be a little cheaper.
IBF: How would you have improved the show?
SM: Well, my staff and myself have prepared a good plan, but that information now stays with us.
IBF: What projects are you currently involved in?
SM: Better to ask what we're not involved in. We are working now in Canada, the US and in Europe with both private companies and official departments. Details I cannot give without client approval.
IBF: What are your plans for the future of your business?
SM: The future is already here. We are providing all of the tools to bring foreign companies to Russia: market research, analysis and strategy planning; promotion and exhibition; certification of products; channels of distribution; manufacturing solutions; consultation and advice, and so on. If a customer wants to bring products into the Russian market, or build a factory in Russia, or hire a work force in Russia, we guide that customer every step of the way. We protect their interests, and advise them to make and get the best deals at every stage. Our customers receive full service before, during, and after the process.
IBF: With the global financial climate what it is now, is it wisest for businesses to just wait for things to improve before becoming active again?
SM: It is hard timing for many companies, not only in USA and Europe, but also in Russia. From the other hand the crisis gives opportunities for those who have some vision, skills and are not afraid to take a reasonable risk. I'll give you an example: Donald Trump, the American business magnate and developer, who in the hardest conditions made his brilliant first deal. In 1974 New York City was nearly bankrupt and could not fulfill its obligations. The hotels were almost empty. Properties were mortgaged. Most people considered that the best strategy was to put any projects on ice and await some changes. Donald Trump decided that it was a period that provided perfect opportunity. He acquired rights to develop the old Penn Central yards on the West Side. Then, aided by a 40-year tax abatement which New York City was eager to give in exchange for investment, he turned the bankrupt Commodore Hotel into a new Grand Hyatt. He was just 27, but vision has no age limits. Trump always assembled a team of absolute professional experts, lawyers and financiers. And it is also the policy of Nexus-Europe. Education, experience and professionalism of our staff and consultants give us the tools to see non-standard approaches and find opportunities for our customers. Crisis makes difficult timing, but also gives a lot of opportunities. There is potential in Russia that you won't find in the US or even Europe now. We open people's eyes to this and provide all of the tools which allow them to get maximum advantage while minimizing the risk by using our staff of professional experts.
IBF: Thank you, Dr. Mamkina, for your time today. We wish you continued success.
SM: My pleasure.
One in an occasional series. International Business Focus spotlights entrepreneurs and business leaders.
About the Author
is it possible to bore my own throttlw body and AFM?
Hey,
just wondering if its possible to bore your own throttle body and airflow meter? Im talkin bout on a Ecotec holden commodore..
How hard is it and what tools are required?
I realise you can buy em but there like $270 USD on a change over bases just for the TB
I bored a pocketbike carb using a dremel and lots of wet sandpaper..
Yer but what about the butterfly and stuff?
If i take that out and do it wont there be a gap inbetween the buterfly and the side of the AFM
do the same thing
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