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Economy in focus: Moldova

Victory for incumbent Maia Sandu in a presidential election is vital

January 3, 2024

6 min read

January 3, 2024

6 min read

It’s difficult not to view the recent trajectory of Moldova as one of the most impressive of any country in the emerging Europe region. 

The European Council’s decision in December 2023 to open accession talks with the country was confirmation that Moldova’s sustained economic reforms and strong performance are paying dividends, and that its pivot westwards—which began in earnest only in 2020 when Maia Sandu was elected president—is now definitive. 

Nevertheless, Moldova remains one of the poorest countries in Europe, according to the World Bank.

The Covid-19 pandemic, the energy crisis, and the refugee flows caused by Russia’s invasion of Ukraine starkly exposed the vulnerabilities of Moldova’s growth model—long reliant on remittance-induced consumption—to shocks. 

A decline in remittances, combined with a shrinking and aging population, has resulted in low productivity growth, and a significant number of the lower-income households have become dependent on pensions and social assistance, says the World Bank. 

But there is also reason for optimism. Often overshadowed by its larger neighbours, Moldova stepped into the limelight in 2023, not least when it successfully hosted the second meeting of the European Political Community (EPC), an informal body created in 2022 following a plea from French President Emmanuel Macron for a new political organisation to unite democracies—both inside and outside of the EU—on the European continent.    

The EPC summit was preceded by a rally in support of European Union membership, attended by tens of thousands of people in Moldova’s capital Chișinău.  

Robust recovery 

After a challenging period marked by political upheaval and economic downturns, this plucky nation is showing signs of a robust recovery that could serve as a beacon of hope for small economies worldwide. 

In 2022, Moldova’s economy faced significant headwinds caused primarily by Russia’s war on Ukraine, with a GDP contraction of five per cent. However, the Moldovan economy, with much foreign support, proved resilient, and the nation began to show signs of recovery in 2023.  

Despite modest GDP growth of around 1.9 per cent forecast for the full year, the economy has been buoyed by a series of interest rate cuts from the National Bank of Moldova, which dropped from a staggering 21.5 per cent in November 2022 to a more manageable six per cent by June 2023. These measures, along with a decrease in inflation to 9.7 per cent in August 2023, have set the stage for a brighter 2024. 

Looking ahead, Emerging Europe’s prediction for 2024 (which considers multiple forecasts from international finance institutions and think tanks) sees GDP growth of over four per cent for Moldova, growth which we believe is underpinned by several key factors.  

Firstly, Moldova’s commitment to improving its business environment and promoting transparency in the banking sector is expected to attract foreign direct investment and bolster private sector development. In December 2023 it appointed Anca Dragu, a former Romanian finance minister and senior IMF official to lead the National Bank.  

Secondly, the country’s efforts to align with European standards and integrate into regional markets are paying off, with the European Bank for Reconstruction and Development (EBRD) financing infrastructure improvements to foster links to the EU. 

Thirdly, gas imports have by and large been switched away from Russia to other suppliers. The energy crunch of 2022-23 is unlikely to recur. 

This, coupled with a better harvest—wheat and sunflower seeds are key exports—and a shift in trade flows from Russia to the West, is expected to boost incomes, exports, and the growing food and textile industries.

Indeed, according to the Vienna Institute for International Economic Studies (wiiw), the country has digested the structural shocks related to the shift in its trade linkages from Russia to the West, and the benefits of deepening EU integration in return for institutional reforms are starting to be felt. 

Romania is Moldova’s most important partner, while Ukraine has become its second most important in terms of exports, and its third most important in terms of imports (after China). Russia’s share in imports fell to four per cent in the first half of 2023 – from 14 per cent the year previously. 

The Vienna Institute also cites improving relations with the country’s breakaway region of Transnistria as a cause for optimism. Tensions with hitherto Russia-backed Transnistria have not escalated recently, as the separatist region has no long-term alternative to economic integration with the rest of the country, says wiiw.

Towards a knowledge economy 

Then there is the country’s shift towards a more knowledge-based economy, with the ICT sector expected to play a considerable role in its future growth.  

ICT exports grew 35 per cent in 2021, to almost 350 million euros, and foreign investments in Moldova’s IT sector doubled during the 2018-22 period. The percentage of GDP generated by the sector now tops five per cent. 

Moldova ranked 16th in the latest, 2023 edition of the Emerging Europe IT Competitiveness Index, up from 17th in 2022. The country ranks first in terms of data costs and boasts fast internet speeds—the third-fastest in the region. 

Moldova’s IT Park, or MITP, created in 2018, has been a catalyst for the development of the sector. Around 80 per cent of the revenue of the country’s IT sector is generated by residents of MITP, who benefit from a series of incentives including a flat tax rate of just seven per cent. The tax is paid on sales and replaces all other taxation, including profit and salary taxes.  

The political context 

In what is set to be a pivotal year, Moldova faces a major test in 2024 in the shape of a presidential election in November, which is set to be followed by a parliamentary vote early in 2025. A referendum on Moldova’s foreign policy trajectory—asking simply, do Moldovan’s support EU integration or not—is likely to be held concurrently with the presidential election.

The referendum, called by Sandu, is quite deliberately and cleverly designed to shore up her support. Nevertheless, Russia is almost certain to make concerted attempts to disrupt the electoral process despite the Chișinău government’s recent steps to curtail the Russian presence in the country by restricting access to media that spreads Russian propaganda. 

Local elections in November 2023 offered a glimpse of what we should expect. There was widespread support for candidates aligned with Sandu, although her Party of Action and Solidarity (PAS) failed to secure a mayor in any of the country’s major cities. In Chișinău, incumbent mayor Ion Ceban was re-elected ahead of the Party of Action and Solidarity candidate and, according to the German Marshall Fund, is shaping up to be a contender in the presidential election. 

Ahead of the local elections, Ceban founded a new centrist party, the National Alternative Movement (MAN). This party now controls the capital’s city council and draws support from both the left and right, as well as from pro-Russian and pro-European voters. 

However, Infrastructure Minister Andrei Spînu, the vice chairman of PAS, was bullish after the elections and said that the main takeaway was that Moldova’s “pro-European choice has won confidently across the whole country”. 

For the sake of Moldova and its economy, it is to be hoped that the same will be true following this year’s presidential vote and referendum.

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.