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Economy in focus: Azerbaijan

Baku faces several challenges in its diversification efforts

November 6, 2024

7 min read

November 6, 2024

7 min read

The 29th edition of the annual United Nations climate change conference, COP, which begins next week, has placed a great deal of spotlight on host country Azerbaijan—not all of it welcomed by the government in Baku. 

Last month, Human Rights Watch claimed that in the run up to the event, the Azeri authorities have used politically motivated, bogus criminal charges to prosecute and imprison civic activists, journalists, and human rights defenders. 

“The Azerbaijani government’s contempt for civic freedoms is putting independent groups and critical media on the path of extinction,” said Giorgi Gogia, associate Europe and Central Asia director at Human Rights Watch.  

“This is not the image the government should be projecting of itself on the eve of COP29. It is not too late for the government to improve its reputation by freeing imprisoned critics and immediately ending the use of spurious charges against civil society, but it needs to act now.” 

Another report meanwhile revealed that Azerbaijan will see a large expansion of fossil gas production in the next decade. Azerbaijan’s state-owned oil and gas company, Socar, and its partners are set to raise the country’s annual gas production from 37bn cubic metres (bcm) today to 49bcm by 2033. Socar also recently agreed to increase gas exports to the European Union by 17 per cent by 2026. 

Nevertheless, there is also evidence that Azerbaijan is making at least some attempt to diversify its economy away from fossil fuels, a process that has long been seen as essential to fostering sustainable growth in the country.

Economic growth and sectoral contributions 

While it is the industrial sector that remains the cornerstone of Azerbaijan’s economy, contributing approximately 39.7 per cent to the GDP, recent data indicates a shift towards non-hydrocarbon industries, reflecting a significant pivot in economic strategy that prioritises long-term stability over short-term gains tied to energy markets. In the first seven months of 2024, the non-oil and gas sector experienced 7.7 per cent growth, while the oil and gas sector saw a modest increase of just 1.2 per cent. 

This development is not solely a matter of numbers. Each sector’s growth represents a substantial shift in Azerbaijan’s economic priorities and capacities. The construction sector, for example, exhibited remarkable year-on-year growth of 69 per cent, bolstered by substantial public investments in infrastructure projects.  

These projects span a range of needs, from developing new roads and public transit systems to constructing educational facilities, hospitals, and renewable energy plants. The Information and Communication Technology (ICT) sector achieved an 18 per cent increase, reflecting Azerbaijan’s commitment to digital transformation, which is vital for future-proofing the economy in a fast-evolving technological landscape.  

The hospitality industry also grew by eight per cent, indicating a recovering tourism sector and increased domestic consumption, as well as the country’s ambition to emerge as a major regional travel hub. 

The government’s targeted approach to fostering these diverse sectors signals an understanding that long-term growth is only feasible with a broad economic base. 

Investments in ICT, tourism, and construction do not merely add value; they represent a future where Azerbaijan’s economy is less vulnerable to the cyclical downturns that can plague resource-dependent nations. 

Diversification imperatives and COP29 

Azerbaijan’s economic diversification is not merely a strategic choice; it has become a necessity, especially in light of global shifts towards sustainable energy.  

The nation’s hosting of COP29 underscores its stated commitment to environmental sustainability and economic transformation. This key international event places Azerbaijan under the global spotlight, reinforcing both its obligation and determination to transition from a carbon-intensive economy to one rooted in renewables and green innovation. 

The Azerbaijani government has made substantial investments to drive this transformation. Initiatives focused on wind and solar energy are at the forefront of this effort. Azerbaijan has a technical potential for wind energy estimated at approximately 3,000 MW, with economically viable capacities of 800 MW.  

Beyond these national resources, Azerbaijan is playing a proactive role in the regional energy market. In collaboration with Georgia, Romania, and Hungary, Azerbaijan is developing a 1,100-kilometer subsea interconnector across the Black Sea.  

This ambitious project aims to transmit 1,000 MW of renewable power, mainly from Azeri wind farms, to Europe. By diversifying energy exports and reducing reliance on oil and gas, the project could signal a new era in Azerbaijan’s energy landscape and its potential as a clean energy exporter. 

Investment climate and opportunities 

Azerbaijan’s strategic location, abundant natural resources, and ongoing economic reforms present substantial opportunities for foreign direct investment (FDI).  

The Azerbaijani government actively seeks FDI across various sectors, especially in agriculture, transportation, tourism, and ICT.  

The establishment of the Azerbaijan Export and Investment Promotion Agency (AzPromo) reflects the government’s dedication to encouraging foreign investment into the non-oil sector and boosting non-oil exports. It could do better, however. In the latest edition of Emerging Europe’s Investment Promotion Report, Azerbaijan ranked last of the 23 countries included in the report. 

Investments in agriculture and food production have been essential in recent years as Azerbaijan strives for food security and increased self-sufficiency. Transportation infrastructure, bolstered by investments in rail and road networks, is another priority, given Azerbaijan’s location along the Southern Gas Corridor and its potential role in the Middle Corridor, a key transit route linking Asia with Europe that avoids Russia. 

One of the recent developments that highlight Azerbaijan’s openness to foreign investment is the signing of a Memorandum of Understanding between the State Oil Fund of the Republic of Azerbaijan (SOFAZ) and Saudi Arabia’s Hassana Investment Company.  

This agreement aims to explore collaborative investment opportunities, particularly in the non-oil sectors, underscoring a shift towards more diverse economic engagement. Furthermore, the Azerbaijani government has announced plans to borrow five billion US dollars from international credit institutions over the next few years to finance major infrastructure projects, particularly in regions that have seen territorial recovery in recent years. These projects are set to improve connectivity and enhance economic potential in areas previously constrained by limited infrastructure. 

Future outlook 

According to the Asian Development Bank, Azeri GDP will increase 2.7 per cent in 2024 and 2.6 per cent in 2025. Despite these relatively positive economic indicators, Azerbaijan faces several challenges in its diversification efforts. The country’s heavy reliance on the oil and gas sector has made it vulnerable to global commodity price fluctuations.  

Such dependency, while profitable during periods of high oil prices, can expose Azerbaijan to economic instability during downturns in the energy market.  

Additionally, while the government has made strides in improving the business environment, there remain significant bureaucratic hurdles and regulatory challenges that can hamper the ease of doing business, particularly for foreign investors. 

To sustain and enhance economic growth, Azerbaijan must continue to improve its business environment by reducing bureaucratic obstacles and increasing transparency, making the country more attractive to foreign investors.  

Streamlined procedures, clear regulatory frameworks, and measures to combat corruption will not only attract international capital but also foster a more competitive domestic market. Investing in human capital is equally critical.  

Sectors like ICT and renewable energy require specialised skills and knowledge, which means Azerbaijan must invest in education and training to build a workforce that can meet these sectors’ demands. 

Hosting COP29 serves as both a symbol and catalyst for Azerbaijan’s transition towards a more diversified and sustainable economy. The country has invested a great deal in attempting to convince the world that it is changing – but it is on its actions, not words, that it will be judged.

Marek Grzegorczyk

Marek Grzegorczyk

Marek Grzegorczyk is an analyst at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.