Marina Karpina

I am native Russian born in St. Petersburg where I have specialized in sales for more than 20 years. I have 10+ years of experience in the promotion of foreign companies of medium and small business in Russia and former USSR market.

My expertise lies in developing and managing sales and distribution channel cooperation of exporting companies from Finland and other European countries especially in Russia, Kazakhstan, Ukraine and Belarus.

I have consulted companies from various industries – medicine, food, Hi-Fi audio, electronic, industrial, PPE market products. 

I have made partner/customer search and assessment including both – the search of potential customer and support of the first stage of business relationship. Also, I have been responsible for marketing events and communication, as well as market studies to assess the starting point of the companies’ products in these markets. I have made more than 100 projects.

During my work I have noticed several standard challenges in international communication giving me an idea they are all are connected with cultural differences.

This led me to combine my practical knowledge with theoretical base on intercultural issues.

Following my colleague Pia Kähärä I joined the associate partner network of Hofstede Insights in 2019.

My intercultural studies have opened my horizon and I’ve got a systematic view at the features of international business in terms of culture. It has also brought me a lot of advantages in business and in private life and given me inspiration how it could be useful for other people.

This experience shows how we are different and the same simultaneously and really helps to connect us together.

Before my cultural consultancy career I have worked, for example, as Business Development Manager and Deputy Sales Director in personal protection equipment (PPE) market in Russia and CIS. During this work I have conducted a lot of trainings, product promotion activities and negotiations.

I hold Masters Degree in Mechanics at the St.Petersburg State University and finished the School of business at the Economic Faculty of the St.Petersburg State University. 

I love traveling, experiencing new cuisines, studying cultural “treasures” and reading.