Experience in Managing Projects Across Different Business Cultures: An Interview with Daniil Matyushenko

-Lucas Moreno

International business is not just about overcoming language barriers and customs regulations. It requires deep immersion in different value systems, decision-making approaches, and relationship-building strategies. What may seem like minor nuances at first glance can be critical to the success of a multi-million-dollar project.

Daniil Matyushenko leads AsiaTyazhMash and SVM Project, companies that supply industrial equipment across markets from Europe to China. Over the past few years, his business has grown by more than 300% annually, largely due to his ability to adapt to different business cultures.

His companies supply sophisticated technical equipment to countries with completely different business approaches—from pragmatic Germany to relationship-driven China, from centralized Kazakhstan to the multi-layered corporate landscape of the United States.

How maintain consistent quality standards while navigating different cultural contexts? What challenges do companies face when entering foreign markets? We discussed these questions with Daniil Matyushenko.

European Business Cultures

"The European continent brings together fundamentally different business approaches," says Daniil, who personally led his companies' expansion into the region. In Germany, he quickly adapted to the local business culture: "German partners are meticulous about contract details and specifications," he notes. To succeed, he restructured his company’s internal processes to align with German documentation standards.

Under his leadership, a "European negotiation and documentation protocol" was developed, taking into account both pan-European principles and each country's national specifics. This significantly improved operational efficiency across European markets.

China: Business Specifics

Over the years, Matyushenko’s companies have manufactured about 1,500 tons of industrial equipment in China—a testament to a unique market strategy. Unlike many Russian companies, Daniil personally visited and evaluated dozens of factories to assess their capabilities and quality control systems.

"In China, the same product can have multiple quality and price levels," he explains. To manage this complexity, he established a permanent quality control system with his company’s specialists stationed at production sites.

Through strong personal relationships with manufacturing executives, Daniil not only organized production but also facilitated technology transfer and the implementation of proprietary quality standards, creating a model for successful collaboration with Chinese partners.

CIS Market: Business Evolution

Daniil Matyushenko took an unconventional approach by establishing companies in both Russia and Kazakhstan, leveraging the strengths of each market.

"Kazakhstan has a more flexible regulatory environment with fewer barriers," he notes. His company obtained "startup" status under the DAMU state program, securing co-financing benefits.

In Russia, he focused on scientific and technical development, attracting top engineers to drive innovation. This strategy combined Russia’s strong engineering expertise with Kazakhstan’s favorable business climate.

"We spent years negotiating with the same executives," Daniil recalls, describing efforts to rebuild industrial cooperation in the region. His persistence led to the creation of cross-border production chains, now considered a model for CIS business interactions.

American Business Culture

While exploring entry into the U.S. market, Matyushenko went beyond theoretical research. He personally visited major production facilities, including Nissan, Ford, Subaru, and Corvette plants, to study their operations firsthand.

This realization led him to a new strategy—rather than competing directly with American giants, he sought niche opportunities for collaboration with international corporations operating in the U.S.

Matyushenko also identified a key distinction between U.S. and Russian business dynamics: "Russia is evolving much faster than the U.S. American companies tend to be more rigid and slow-moving." Taking this into account, he developed a long-term market entry strategy focused on gradually building relationships.

Local Representation Strategy

A crucial part of Matyushenko’s international strategy has been hiring high-level local specialists in every country of operation.

"You can’t truly understand a country’s business culture by reading books or watching videos," he argues. "Success comes from working directly with qualified professionals in each market."

However, he warns against hiring inexperienced foreign specialists: "Someone may have worked at a large multinational corporation, but that doesn’t mean they have the adaptability and independence required for a fast-growing company."

Practical Advice for Companies Entering Foreign Markets

Based on his experience, Daniil shares five key recommendations for companies expanding internationally:

1. Conduct in-depth research – Evaluate not only economic indicators but also cultural norms, business etiquette, and legal specifics before entering a new market.
2. Develop a multi-layered risk strategy – Always have backup plans, especially in volatile geopolitical conditions where regulations can change overnight.
3. Develop business models that are adaptive to a specific market. – Each market has its own rules, and failing to adapt to local realities can lead to costly failures
4. Prioritize legal expertise – Differences in contract law, taxation, and labor regulations require proper legal guidance to avoid major setbacks.
5. Invest in local talent – Hiring experienced professionals within the target country ensures smoother market integration and stronger business relationships.

Matyushenko's expertise has earned him significant recognition in the industrial sector. In May 2024, he served on the jury for Business Breakthrough, a competition identifying the most promising commercial innovations in manufacturing. Later, in October 2024, Daniil was invited to the prestigious international Innovation Week forum as a jury member evaluating breakthrough industrial technologies and solutions. His deep knowledge of cross-border industrial projects and understanding of different business cultures made him particularly valuable in assessing innovations targeting global markets. These appointments further cement his status as a thought leader in international industrial business development.

Conclusion

Daniil Matyushenko’s experience proves that Russian companies can successfully compete on the global stage, even in turbulent times. The key to success lies in understanding cultural differences, adapting business processes, and hiring top-tier local talent.

"International business is continuous learning," he concludes. "Each new market and partnership expands our perspective and leads to innovative solutions."

Looking ahead, Matyushenko’s companies are focusing on wind energy and expanding operations in the automotive sector.

"Working across different business cultures is undoubtedly challenging, but it’s also incredibly rewarding. It allows us to see our business from multiple perspectives and develop unique solutions that wouldn’t be possible within a single cultural framework."