The Business Review Awards Gala is coming soon, so it’s time to meet the esteemed jury members of this year’s edition, top senior professionals representing the business community who will review and shortlist your nominations and finally cast their votes to decide Romania’s business champions of 2020! It is our great pleasure to introduce Mr. Andrei Gemeneanu, co-founder and managing partner at Morphosis Capital as a jury member of the Business Review Awards Gala, 2021 edition.
Andrei Gemeneanu is the co-founder and managing partner of Morphosis Capital, a Private Equity fund focused on investing in Romanian companies with international potential, aiming to scale them up on the global markets. Before Morphosis, Gemeneanu has been for more than 15 years with Unilever, where he fulfilled in various top management roles such as Global Brand Director, Global Head of Marketing, Vice President (Europe), and Global Vice President.
Read Andrei Gemeneanu’s Testimonial Interview for #BRA2021, below:
BR: How do you define performance in the 2020 challenging year?
Andrei Gemeneanu: At Morphosis Capital we passed 2020 with a famous quote in mind: “never waste a good crisis”. In March 2020, following the onset of the global pandemic, businesses could pick one of two options – to sit on the sidelines and wait out this year to see how the “post-COVID” reality looks like, or to get in the trenches and use the opportunity to advance their business. While the first option might have been safer on a short-term, helping preserve the financial resources, we believe that the ones who took risks in 2020 and approached crisis as an opportunity, will come out as winners. Therefore, to assess a company’s performance in 2020, we can no longer look just at the numbers such as turnover, profitability or EBITDA. Instead, we need to consider the agility, speed of response, innovation and capability to gain new market share or even enter an entirely new market in a context of general chaos and unpredictability.
BR: From your point of view, what mattered the most in a company’s leadership, to continue to keep the business afloat?
Andrei Gemeneanu: An economic crisis always forces the extremes, as it divides companies into two groups: winners or losers. Historically, following significant economic shakedowns, diverse sectors were left without the “middle” players. These were the companies that could function in normal conditions, but in the context of a crisis, they had to either come out as winners or to disappear. We are currently starting to see this paradigm again. Considering what we all learned in 2020, it is clear that the winners are the companies that adapted their business model to the new realities rapidly and efficiently. Digitalization was and will continue to be the factor determining which companies continue to stay afloat and which sink, unable to adapt to realities of Industry 4.0.
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