
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: SUNDAY, November 12, 1995                   TAG: 9511100052
SECTION: BUSINESS                    PAGE: F4   EDITION: METRO 
SOURCE: GREG EDWARDS STAFF WRITER
DATELINE:                                 LENGTH: Short

SECRETS OF SUCCESS IN RUSSIA

Radva Corp. offers six pieces of advice for doing business in Russia. The suggestions were recently outlined in "Construction Market Intelligence: Russia," a trade publication for those interested in operating there:

Find Russian partners. Radva's Russian partners handled all the compliance with codes and regulations for building projects. Because Radva's partners were also the biggest businesses in their community, the approvals came even faster.

Educate yourself on Russia. Radva hired Michael Farrell, a free-lance Russian interpreter, as its Russian program manager. Farrell has regularly visited Russia for more than 20 years and is well acquainted with Russian culture.

Be patient. Sometimes a three- to four-year courtship with your Russian partners may be needed before you know each other well enough to work together.

Remember the long-term potential. Although all of Russia's 150 million people aren't yet ready to build a house, the long term potential is there.

Assure them of the quality of your products. In Radva's case, the company had to show the Russians that its lightweight building panels, covered with either brick, siding or stucco, were up to the harsh Russian winters.

Be prepared to offer training. Radva provided on-site training during installation of the factory equipment and as production got under way.

by CNB