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Moldova’s pivot

How Chișinău cut economic ties with Moscow

December 4, 2024

8 min read

December 4, 2024

8 min read

Tethered for decades to Moscow—either by Soviet occupation or economic necessity post-independence—Moldova has, since Russia launched its full-scale invasion of Ukraine in February 2022, successfully managed to pivot westwards both economically and politically. 

Once almost wholly reliant on Moscow for trade and energy, Moldova today exports far more goods and services west than east, becoming an unlikely case study in how to reorient an economy away from Russian influence.  

Its success offers lessons for other nations that appear to be caught in Moscow’s orbit, such as Georgia. 

The energy breakthrough 

Energy was always going to be Moldova’s Achilles’ heel. As of 2021, the country imported almost all of its gas from Russia via Gazprom, and electricity was largely sourced from the breakaway region of Transnistria, where a Russian-controlled power plant dominates.  

This reliance left Moldova highly vulnerable when Gazprom slashed gas supplies in late 2022, ostensibly due to ‘technical issues’ but clearly as a pressure tactic in the face of Moldova’s pro-European pivot—the country formally applied for European Union membership just days after Moscow’s invasion of Ukraine. In December 2023, the European Council announced its decision to open accession negotiations with Chișinău. 

Rather than capitulate, Moldova accelerated efforts to diversify its energy sources. Central to this strategy was the Iași-Ungheni-Chișinău gas pipeline, completed in 2021 but underutilised until the crisis.

This critical infrastructure connects Moldova directly to neighbouring Romania, enabling it to purchase gas from European suppliers. By the first half of 2023, Moldova had completely stopped buying gas from Gazprom, instead sourcing 100 per cent of its natural gas through European markets, mainly Romania. 

Electricity supply, too, has been transformed. Moldova synchronised its power grid with Romania in 2022, allowing significant imports of Romanian electricity. This integration not only ensured that the lights stayed on but also strengthened Moldova’s energy independence.  

Renewable energy is also receiving greater attention, with EU-supported projects aimed at harnessing Moldova’s potential for solar and wind power. 

Trade: From Moscow to Maastricht 

Moldova’s trade relationship with Russia had been declining even before the invasion of Ukraine, but the war served as a catalyst for a wholesale realignment.  

In 2021, the European Union accounted for 54 per cent of Moldova’s foreign trade, while Russia’s share had fallen to less than 10 per cent. By 2023, the EU’s share had risen above 60 per cent, with Russia’s dwindling further. 

This shift was facilitated by several factors. Chief among them was the EU’s decision to extend Autonomous Trade Measures (ATMs) to Moldova in July 2022, granting Moldovan products easier access to European markets.  

This policy helped Moldova redirect much of its agricultural exports, such as apples and wine, from Russia to the EU. Exports to the EU surged from 1.8 billion euros in 2021 to 2.6 billion euros in 2022, according to European Commission data. 

Additionally, Moldova has worked to meet EU standards for goods and services, a challenging but necessary step to deepen its trade ties with the bloc.  

For instance, Moldovan producers of agricultural goods have made strides in complying with stringent European regulations, opening doors to high-value markets in Western Europe. 

The role of key sectors 

Agriculture, which accounts for a significant portion of Moldova’s GDP (around 8.3 per cent in 2022), has been at the forefront of this transformation.  

Historically reliant on the Russian market for much of its wine, fruit, and vegetables, Moldovan farmers faced an existential crisis when Moscow imposed import bans in retaliation for Chisinau’s pro-European stance. Yet, rather than collapsing, the sector adapted. 

Winemakers, in particular, have found success in rebranding their products for European consumers, emphasising quality and tradition.  

By 2023, the EU had become the primary market for Moldovan wines, with exports to countries like Poland, Germany, and Czechia growing rapidly. 

The manufacturing sector has also undergone significant changes. Foreign direct investment (FDI) from the EU has helped modernise Moldova’s industrial base, integrating it into European supply chains.  

The automotive sector, for example, has seen growth thanks to investments from European companies establishing production facilities in Moldova. 

Moldova’s IT sector has also emerged as a bright spot in its economic transformation.  

Long overshadowed by agriculture and traditional industries, the sector has gained momentum in recent years, fuelled by a tech-savvy workforce and government-backed initiatives.  

The country’s IT industry has increasingly attracted outsourcing contracts from European and North American companies, providing software development, cybersecurity, and IT consulting services.  

The government’s establishment of a virtual IT park, with a favourable tax regime, the Moldova IT Park, has played a pivotal role in fostering growth.  

By 2023, the IT sector contributed over three per cent to Moldova’s GDP, with exports reaching 400 million US dollars, up from 270 million US dollars in 2021.  

As Moldova deepens its integration with European markets, the IT sector offers a scalable, high-value alternative to traditional industries, showcasing the country’s potential to compete in the global digital economy. 

The role of the EU 

Moldova’s pivot toward Europe would not have been possible without robust support from the European Union.  

Beyond trade measures, the EU has provided financial aid, technical assistance, and political backing to help Moldova navigate its transition. In 2022 alone, the EU pledged 250 million euros to support Moldova through the energy crisis, helping it subsidise utility costs for vulnerable households. 

EU accession talks, though still in their incipient stages, have given Moldova a clear incentive to align its policies and institutions with European standards. This alignment is not merely symbolic; it lays the groundwork for long-term economic integration and stability. 

In October, a narrow majority of Moldovans voted to rewrite the country’s constitution to include their desire to seek European Union membership. This constitutional change will make it harder for future governments—who may not be so EU-friendly—to shift the country away from its pro-European trajectory 

Lessons for countries beyond Moldova 

Moldova’s experience holds valuable lessons for other nations in the region, particularly Georgia, which, should it ever replace the openly pro-Russian Georgian Dream government, currently under pressure from daily protests to rerun a parliamentary election widely considered rigged, that look to reduce economic dependence on Moscow.  

Like Moldova, Georgia faces a complex relationship with Moscow, balancing historical ties with aspirations for closer integration with the West.

Moldova’s first lesson is the importance of energy diversification. The Iași-Ungheni-Chișinău gas pipeline was critical in enabling Moldova to diversify its energy sources, underscoring the need for similar projects in Georgia. Alas, the country is currently shifting the other way: In 2024, the share of Russian natural gas in Georgia’s internal consumption has risen from 17.3 per cent in 2023 to over 20 per cent.

Imports of gas from Azerbaijan meanwhile, the most likely alternative to Russia, fell to just over five per cent in 2023.

Second, Moldova’s success in reorienting its trade highlights the value of aligning with EU standards and leveraging European trade mechanisms to offset the loss of Russian markets. 

Perhaps most importantly, Moldova’s example demonstrates that economic realignment is as much about political will as it is about technical capacity.  

Chișinău’s pro-European government, directed by the impressive President Maia Sandu, reelected for a new term in October, has consistently prioritised the country’s strategic shift despite internal opposition and external pressures from Moscow. 

Challenges ahead 

Nevertheless, while Moldova’s progress is impressive, it is far from irreversible.  

The country remains one of Europe’s poorest, with significant portions of the population still nostalgic for Soviet-era ties with Russia. Moscow continues to wield influence through propaganda and support for pro-Russian political forces in Moldova, which could undermine its pro-European trajectory. 

Moreover, Moldova’s energy transition, while groundbreaking, is not yet complete. Dependence on electricity imports from Romania, though preferable to reliance on Transnistria, leaves Moldova exposed to fluctuations in regional markets.  

Further investment in domestic renewable energy is crucial to secure long-term energy independence.  

Though challenges remain, Moldova’s journey away from Russian economic dependency is a testament to the power of strategic foresight and international cooperation.  

Through energy diversification, trade realignment, and sectoral reforms, this small nation, in a complicated geopolitical position, has managed to chart a course toward greater sovereignty and European integration. Its achievements are an example for other countries grappling with the shadow of Russian influence. 

For Georgia and others, perhaps Armenia, the lesson is clear: economic independence from Moscow is difficult but possible.  

Moldova’s success proves that with the right policies, partners, and persistence, even the most vulnerable nations can reimagine their futures.

Craig Turp-Balazs

Craig Turp-Balazs

Craig Turp-Balazs is head of insight and analysis 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.