On 28 July 2026, Yuliia Solovyeva, Founder of CSV Group, delivered an online lecture for the European Business Association on how B2B decisions are made in Europe - covering negotiations, partnerships and communication in European markets.

The session focused on the practical aspects of entering and developing business in Europe, including how companies can better understand their potential clients, adapt their communication and build stronger partnerships.

Among the key topics discussed were:

• how European B2B decision-making processes work and who influences the final decision;

• how to adapt communication and value propositions to different European markets;

• the role of trust, credibility and stakeholder engagement in building business relationships;

• different routes to market, including direct sales, strategic partnerships, public procurement and Preliminary Market Consultations (PMCs);

• how to move from individual business opportunities towards a more systematic approach to European market development.

A key takeaway was that successful expansion into Europe is not only about having a competitive product or service. Understanding the market, the decision-making process and the people behind it is equally important.

We thank the European Business Association for the invitation and everyone who joined the discussion.

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