20 July 2021

The new book “Hidden Champions in Dynamic Societies” recently released by Springer publishing house is about niche leaders and their potential. Iryna Tykhomyrova, MIM-Kyiv’s president, and Vadym Saveliev, MIM-Kyiv’s professor of marketing wrote contributed the article that represented Ukraine among 22 participants.

The authors selected three companies that are true hidden champions: Aisberg, refrigerating and ventilation systems manufacturer from Odesa, Ukrainian Beer Company, which brings all global brands of beverages to Ukraine, and Weidmann  Malyn Paper Mill, the only manufacturer of the dielectric paper and electrical insulating board in Eastern Europe.

“This project is one of many international projects that MIM-Kyiv participates in as a member of CEEMAN. On one hand, it is a good way to participate in international projects. On the other hand, it is a good tool for cross-country research that helps compare different events in different countries. While doing the first similar research, we learned that many companies wanted to keep a low profile. This time, we saw that businesses are ready to showcase themselves. It is good evidence of the increased feeling of security and openness. It is difficult to find the target of research because hidden champions are working in the niche, they are not households’ names and require a certain level of expertise to even be aware of what they are doing. But when we find them, they are much more ready now to work with us,” Iryna Tykhomyrova explained. She also mentioned that together with Vadym Saveliev they designed the methodology of the research in addition to the classical market research. 

It is arguable the openness that transforms hidden champions into market leaders. The upcoming economic trend in Ukraine makes us believe that new champions will follow.