Published by Jessica Weisman-Pitts
Posted on January 22, 2024
4 min readLast updated: January 31, 2026
In the world of international business, the challenge of expanding into new markets is often a formidable one, requiring strategic insight, adaptability, and innovative thinking. Igor Borovikov, the founder and guiding force behind Noventiq, is a paragon of such qualities. His journey from the founding of Softline in 1993 to the global rise of Noventiq now offers a roadmap for businesses looking to navigate the complexities of international markets successfully.
One of the key strategies Borovikov employed in Noventiq’s expansion was his deep understanding of local market dynamics while maintaining a global vision. Each market has its unique challenges, opportunities, and cultural nuances. So, companies must conduct comprehensive market research to grasp local consumer behaviors, legal regulations, and cultural nuances. This knowledge is pivotal for adapting products or services to fit local markets while aligning with global brand values. Additionally, establishing local partnerships or engaging with regional experts can provide deeper insights and facilitate smoother market entry, ensuring that global strategies are effectively localized.
Borovikov’s approach was not to impose a one-size-fits-all strategy but to adapt Noventiq’s offerings to meet the specific needs of each locale. This localization strategy was instrumental in Noventiq’s successful entry into diverse markets, including burgeoning tech hubs in Asia, Latin America, and the Middle East.
Borovikov’s foresight in recognizing the significance of digital transformation has been central to Noventiq’s success. It involves investing in the latest digital technologies to streamline operations and enhance customer experiences. It’s about nurturing a digital-first mindset within the workforce and continuously developing their digital skills. Collaborating with tech vendors and service providers is also crucial for staying abreast of technological advancements, ensuring that the business remains at the cutting edge of digital transformation.
Under his leadership, Noventiq has not just adapted to the digital era; it has become a facilitator of digital transformation for its clients. By positioning itself at the forefront of this megatrend, the company now enables and facilitates the digital transformation of over 80,000 organizations, connecting them with over 600 vendors.
Another aspect of Borovikov’s strategy is the active pursuit of mergers and acquisitions, which involves identifying potential targets that align with the company’s goals and offer complementary skills or market presence. Performing due diligence to assess the financial health, company culture, and potential synergies of these targets is also crucial. Developing a detailed integration plan ensures a seamless merger or acquisition, combining the strengths of both entities to achieve greater market penetration and diversification.
This approach has allowed Noventiq to rapidly expand its global footprint and service offerings. By strategically acquiring firms that complement its core competencies, Noventiq has been able to enter new markets and offer a broader range of solutions and services. This not only accelerates growth but also provides a competitive edge in an industry characterized by rapid consolidation and change.
Building a robust portfolio under Borovikov’s guidance means diversifying product or service offerings to cater to a wide customer base and exploring new sales channels, including digital platforms, to reach broader audiences. This approach involves continuously assessing and adapting the portfolio based on market feedback and emerging trends, ensuring relevance and competitiveness in diverse markets. With this strategy, Noventiq has been able to achieve a record gross revenue of $1.6 billion for the 12 months to March 31, 2023. This 52% increase in constant currency reduced reliance on any single product or market, spread risk and increased the potential for revenue generation across different sectors and geographies.
Fostering a culture of innovation and adaptability involves encouraging continuous learning, supporting creativity and experimentation, and fostering open communication and collaboration. This culture, championed by Borovikov, is vital for generating innovative ideas and solutions, essential in a fast-paced, technology-driven business landscape. With Borovikov’s leadership, Noventiq has maintained a competitive edge and encouraged forward-thinking among its 6,400 employees across 60 countries.
Igor Borovikov‘s journey with Noventiq is a testament to the power of strategic vision and adaptability in the global business landscape. His ability to understand and adapt to local markets, embrace digital transformation, strategically leverage mergers and acquisitions, diversify offerings, and foster a culture of innovation has set a benchmark for successful global expansion. For businesses looking to navigate international markets, Borovikov’s strategies offer invaluable lessons and a blueprint for success in the ever-evolving global economy.
Digital transformation refers to the integration of digital technology into all areas of a business, fundamentally changing how it operates and delivers value to customers.
Mergers and acquisitions are strategies used by companies to consolidate their market position by merging with or acquiring other companies.
A local market refers to a specific geographic area where businesses sell their goods and services to consumers, influenced by local preferences and regulations.
A business strategy is a plan that outlines how a company will achieve its goals and objectives, including market positioning and resource allocation.
Innovation in business involves creating new ideas, products, or processes that improve efficiency, effectiveness, or competitive advantage.
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