The document provides information on Jeroen Ketting, an expert on doing business in Russia. It states that Ketting has lived and worked in Russia since 1994 as a business advisor, author, and speaker. He is considered an expert on the Russian business environment, culture, and politics. The document outlines Ketting's areas of expertise, including his extensive Russian network and experience operating businesses in Russia. It also describes the services he provides, such as training, mentorship, speaking engagements, and moderation on topics related to the Russian business environment and culture.

1. JEROEN KETTING
-- IN RUSSIA SINCE 1994
-- BUSINESS ADVISOR, AUTHOR AND SPEAKER
-- EXPERT ON RUSSIA FOR BUSINESSES, GOVERNMENTS
AND MEDIA
-- CORE STRENGTHS: EXTENSIVE RUSSIAN NETWORK,
PRACTICAL EXPERIENCE AND PROBLEM SOLVING SKILLS
-- FOUNDER OF WWW.THELIGHTHOUSEGROUP.RU
INTELLIGENCE / STRATEGY / DEVELOPMENT / TRAININGS
Business leaders, governments and the media use the experience,
knowledge and skill-set of Ketting to understand Russian business,
politics and society. As a trainer, mentor and speaker Ketting transfers
to his audiences over half a life-time of positive and negative
experiences in Russia.
Russia differs from the West or Asia in the sense that it functions by
a particular set of instructions. Being a business owner and a trusted
advisor in Russia gives Ketting the unique combination of hard and
soft skills that allow him to understand and explain this particular set
of instructions for Russia.
Ketting allows you to gain years of insights in a matter of days.
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2. TRAININGS & MENTORSHIP
Jeroen is a renowned expert on the differences between
Russian and Western culture and approaches to doing
business. He speaks fluent Russian. His professional ex-
pertise is a result of rich personal experience of doing
business in Russia and of assisting hundreds of companies
in developing their business in Russia. Jeroen provides his
clients with practical solutions and instruments for tackling
the challenges of doing business in Russia. His trainings
and follow-up mentoring sessions cover the whole process
of the client’s cultural adaptation to the Russian business
environment:
1. Pre-arrival preparatory training.
2. In-depth training on practical subjects upon arrival in
Russia (e.g. management and motivation, negotiating in
Russia, relationship management, compliance and busi-
ness ethics, other).
3. Continuous support during the first months of working
and living in Russia.
Recent examples of the trainings include:
1. Training ‘Role of Intercultural communication in achieving
excellence’ delivered to a group of leaders from Russian
universities participating in the state program 5TOP100
aimed at making Russian universities internationally
known and respected.
2. Presentation “Window of opportunity in the new
Russian reality” about the new political, social and eco-
nomic reality in Russia and the new market paradigm. It
is shown in the presentation how foreign companies can
capitalize on the new opportunities, which have emerged
on the Russian market.
3. Comprehensive trainings on cross-cultural adaptation
for the employees of the Beaulieu International Group
(Belgium) after the acquisition of two Russian companies.
4. Training ‘Successful work in a Russian business environ-
ment’ for the Western executives of VimpelCom Ltd.
5. Training ‘Negotiating with Russian Counterparts and the
specifics of Russian-European joint enterprise manage-
ment’ for an international oil company, engaged in a JV
with Russian oil major.
T R A I N I N G S M E N T O R S H I P S P E A K I N G P R E S E N T A T I O N S M O D E R A T I O N P U B L I C A T I O N S R E F E R E N C E S
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3. SPEAKING PRESENTATIONS
Jeroen is a regular speaker at conferences and seminars on
Russia-related issues in Europe, Russia, Latin America and
Southeast Asia. His presentations cover such topics as:
1. The latest political, economic and social developments in
Russia and forecasts for the future.
2. Market opportunities in Russia and how to enter the
Russian market.
3. Doing business in Russia.
Examples of events, where Jeroen participated as a keynote
speaker:
1. Conference “Doing Business in Russia”, organized by
“International Enterprise Singapore” trade promotion
agency.
2. Debates “Crossing Continents”, organized by Financieel
Dagblad.
3. “Russia day” in various chambers of commerce, KvK (the
Netherlands) and VOKA (Belgium).
4. Conferences organized by the Moscow Times.
5. Russia and Yandex Workshop at WebCongress in Sao
Paulo.
Jeroen prepares customized presentation for your event,
depending on its focus, topic of the presentation, audience
and format.
T R A I N I N G S M E N T O R S H I P S P E A K I N G P R E S E N T A T I O N S M O D E R A T I O N P U B L I C A T I O N S R E F E R E N C E S
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4. MODERATION
Jeroen is often invited to moderate Russia-related events
and to provide insights based on his experience and pre-
sence in Russia. He has the unique capacity to share his
knowledge in an enthusiastic and inspiring way during his
performances.
He was a moderator during the Russian-Dutch Business
Meet in the framework of the official visit of the President of
the Russian Federation to Amsterdam, the Netherlands.
T R A I N I N G S M E N T O R S H I P S P E A K I N G P R E S E N T A T I O N S M O D E R A T I O N P U B L I C A T I O N S R E F E R E N C E S
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5. T R A I N I N G S M E N T O R S H I P S P E A K A K I N G P R E S E N T A T I O N S M O D E R A T I O N P U B L I C A T I O N S R E F E R E N C E S
PUBLICATIONS
Dutch, Russian and other international media frequently con-
tact Jeroen on Russia related issues. He actively contributes to
the public debate on Russia and gladly provides his opinion on
current political, business and social events.
Jeroen frequently contributes to the public debate on Russia
in various media. Together with several co-authors, including
Peter d’Hamecourt and Derk Sauer, Jeroen Ketting wrote the
book “In de Spiegel” (ISBN: 9789054293514).
Some recent examples of Jeroen’s publications include:
1. Interview for the Quote Magazine on living and working
in Russia, March 2015 edition http://www.quotenet.nl/
Nieuws/Vier-redenen-om-juist-nu-in-Rusland-te-investe-
ren-147447
2. Interview for the NOS channel on the Russian economic crisis, 2
December 2014 http://nos.nl/artikel/2006878-eerste-russi-
sche-crisis-die-echt-zorgelijk-is.html
3. Numerous interviews and comments for the BNR radio station
the Russian economic crisis, the Western-Russian conflict and
business in Russia. http://www.thelighthousegroup.ru/gb/
doing_business_in_russia/interviews/
4. RBK News channel http://www.rbc.ru/
5. Russia Today News channel https://www.rt.com/
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6. Effective communications
with the global world:
dealing with Russia
Sales boost: achieving your
sales targets in Russia
under recession.
Performance boost:
innovative solutions for
strategy, management,
sales and marketing in
Russia. Discussion with a
businessman working in
Russia since 1994.
A system approach to
personal effectiveness in
Russian business environ-
ment
Comparison of cultural
differences between
Russia and the West in
the following aspects:
- Mutual stereotypes (in-
trinsic barriers between
Russia and the West)
- Communication (net-
working, rules, attitudes
towards women etc.)
- Business practice (deci-
sion-making, business
culture etc.)
A few unique insights on
current situation from a
successful businessman
working in Russia since
1994
Russia’s new reality Russian business culture
specifics
Main drivers of perfor-
mance gap of internatio-
nal companies in Russia
Interaction with people
in Russia (networking,
negotiation, deal-making,
managing conflicts)
Strategy, management,
sales and market pene-
tration: innovative solu-
tions to survive in Russia
under recession
Performance boost: real
life cases
Managing Russian team
(communication, goal
setting and control, moti-
vation and incentives)
Uncovering existing
market opportunities
(Moscow ≠ Russia)
Lead generation in
Russia: how to convert
cold leads to dedicated
customers
Sales pitching
Sales negotiations
Russia’s strengths
Key characteristics of
Russian people
Europe’s strengths
Key characteristics of
Europeans
Clear guidelines and tools
for overcoming those
differences and getting
rid of artificial barriers
TRAININGS 2016
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7. 2
IN-DEPTH TRAININGS
Doing Business in Russia
PRESENTATIONS
Russia overall
MENTORSHIP
Continuous support
Russian business environment
Business culture: Russians vs.
Europeans
Types of Russian companies and
businessmen
Do's and Don’ts in the Russian business
environment
Russia’s Silver Linings
Doing Business in Russia
Negotiating with Russians
Market intelligence in Russia
Negotiations in Russia
Dealing with foreigners:
Russian perspective
Compliance and business ethics
Harmonizing international and local
compliance strategy
TRAININGS 2016
T R A I N I N G S 2 0 1 6
Networking
Marketing and Market intelligence
Structure of the information market
Marketing channels
Consumer preferences
Project Management
Organization development
Management and motivation
Russia decoded
Managing Russian-Western teams
Post-examination on previous and
new model of behavior
Best-practice solutions based on
previ-ous experience and practical
cases
Guidance and practical advice
Regular feedback on Russia's
business related issues
Facilitation of brainstorming and
decision-making

8. “For the opening of our annual Dutch Alumni Day 2015 we asked Jeroen
Ketting to give a lecture. His “Bad is the new good” presentation was a
perfect match for our audience. Jeroen had to engage a broad audience
consisting of people who studied in the Netherlands and now work in
different fields in Moscow, for Dutch students and other people from busi-
ness and higher education related to the Netherlands. His single message
rang through throughout the whole presentation, which was a mix of hard
facts, bad news, perceptions and fun stories. The single message that we
should not be afraid of a crisis but look at the silver lining resonated with
all those who participated. With his energy Jeroen singlehandedly made
everyone smile and gave them something to think about. He adjusted the
presentation to our audience and it felt like it was completely and exclusi-
vely made for us. You won’t regret inviting Jeroen Ketting to your event.”
Jerke Verschoor, Director Nuffic Neso Russia, Netherlands Education
Support Office
“ Just think about a time machine. Now add to the image in your head a
button with “speedy course in history and culture”, “economics for advan-
ced” key and gear it up with excellent humor. Properly speaking, FloraHol-
land had a pleasure to welcome Jeroen Ketting as our guest speaker at the
network session during the FlowersExpo 2015, major event in the floricul-
tural business hosted in Russia. Jeroen’s presentation enabled our mixed
audience to take a look in the past, analyze the present and get insights
and inspiration about the future in both dimensions: political and econo-
mic. As an experienced presenter, Jeroen managed to provide our liste-
ners with profound and actual data, yet keeping it sharp and entertaining.
Forget about being bored. I’m sincerely jealous for those, who are going to
encounter Jeroen’s speeches for the first time.”
Asiya Suleymanova, Business Development Russia
T R A I N I N G S M E N T O R S H I P S P E A K A K I N G P R E S E N T A T I O N S M O D E R A T I O N P U B L I C A T I O N S R E F E R E N C E S
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9. “Jeroen Ketting of “Lighthouse” improved in a very effective and efficient
way my knowledge about the Russian culture. During his training, I got a
good understanding of the differences and similarities between the Dutch
and Russian culture, so than I can even better interact with my Russian
employees”.
Gerbrand Nijman, Group Director Head of Investor Relations,
VimpelCom Ltd.
“Thanks again for your major contribution to the success of the presenta-
tion in Moscow. I think it’s fair to say that the assistance and encourage-
ment of the Lighthouse team, Jeroen’s more than capable chairmanship
coupled with the boost in attendance generated by the last minute mailing
made the difference between success and mediocrity.”
Jonathan Sheldrick, ANT Trust Corporate Services
It was my great pleasure to work together with Jeroen Ketting during the
Netherland-Russia Business meet which was co-organized by ING Bank.
This Business meet in Amsterdam was the kick-off of the 2013 bilateral
Russia-Netherlands year and visited by more than 600 people from many
Dutch and Russian business areas. Jeroen moderated one of the sector
sessions during this day on the topic of Telecom, Media and Technology.
With his natural presenting and moderating talents he managed to get
and keep a discussion on going between the panel members and at the
same time asking the right questions to trigger the interest and partici-
pation of the audience. We want to thank Jeroen for his time and efforts
to make a success of the NL-RU Business meet in general and the TMT
sector session in particular.”
Jurjen Verschoor, Business Manager, ING Bank Central Eastern
Europe
“Jeroen was our guest-speaker during a meeting of our Russia desk with
a presentation on doing business in Russia and we spent an excellent
afternoon with lots of added-value. With his vast experience, Jeroen has
remarkable knowledge on the business environment in Russia with a
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10. reach that goes beyond Moscow and St. Petersburg. Apart from the very
helpful do’s and the don’ts, there were a number of eye-openers that
should be elementary for anyone who is doing business in Russia. During
the presentation, Jeroen facilitated questions discussions with lots of
ease which resulted in a very inter-active and entertaining session that was
much appreciated by everyone attending.”
Harmen Zeven, Partner, Loyens Loeff NV
“The presentation of Jeroen on Market Intelligence was excellent. There
was a definite need among our members to become better informed
on this topic. The info given was based on the actual situation and your
seminar provided an excellent forum for the members to ask questions
and give opinions. Thank you again for such an informative and pleasant
afternoon.”
Nina Verschaetse, Project Manager, Voka Chamber of Commerce
Kortrijk Belgium
Jeroen Ketting moderated the TEDx event on Health Insurance to the full
satisfaction of the key participants in both the Russian and the English
language. In a pleasant way he was able to summarize and ask the right
questions in this important issue. His good command of the Russian and
English languages and cultures enabled him to pose pertinent and timely
questions that furthered the discussion. Also he was able to involve the
public by addressing them directly concerning their field of interest.
Mrs E.I.K. Durieux, Second Secretary Economic Affairs, Agriculture
and Innovation Department, the Netherlands Embassy in Moscow
“Jeroen was our key guest-speaker during the Russian Business Days, an
official event on the agenda of the bilateral year Russia-the Netherlands
2013 at the Rotterdam Business School, Rotterdam University of Applied
Sciences. It is extremely difficult to prepare an adequate presentation for
an audience consisting of Russians, Dutch and other nationalities, stu-
dents, lectures and business professionals – a task that Jeroen managed
to complete with flying colours.Jeroen is a passionate and knowledgeable
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11. speaker with a lot of experiences, backed up by a solid team of professio-
nals. It’s a pleasure to witness Jeroen in action. Two thumbs up!”
Ioulia Essenberg, project manager Russian Business Days, Rotterdam
Business School
“We want to thank you for organizing the cross cultural introduction trai-
ning for our expats and their families. Having been through one of your
cross cultural business programs before, I appreciated the way the trainer
Jeroen Ketting tailored his seminar to the needs of a wider (non-business)
audience. The seminar combined practical tips on how to enjoy Russia
with a profound and fresh analysis of Russia and the Russian people,
presented in an entertaining way. Even the children -not the easiest ones
to entertain- had fun!”
Erling Brevik, Statoil Russia
“Nuffic Neso Russia - official representative of Dutch higher education in
Russia invited Jeroen Ketting to present a workshop on the topic “Networ-
king” for the Russian alumni of Dutch universities. Having a unique expe-
rience of business negotiations in both the Dutch and Russian business
environment Jeroen Ketting made a great presentation and taught the
alumni how to use networking successfully in their lives and careers. The
alumni were very satisfied with the presentation, and we hope that this will
be the starting point for our further prosperous cooperation. It’s a pleasu-
re for me to thank here Jeroen Ketting again.”
Olga Zabotina, Alumni Officer, Nuffic Neso Russia
“I thank Jeroen for his more than excellent and witty presentation on
“Russia Decoded” for the Rotterdam Running Ambassadors, a group of
Rotterdam business people, which combines doing international business
with marathon running. In September 2013 they will run the Moscow
Marathon. Jeroen outlined a clear picture of Russia, which is like Churchill
strikingly characterised as “a riddle wrapped in a mystery and surroun-
ded by an enigma”. Jeroen’s presentation made us even more curious in
a further discovery of this complex and fascinating country. So, we are
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12. very much looking forward to his next presentation on “doing business
in Russia” and “negotiating with Russians”. I am convinced that these will
also provide us with very useful information on doing business with Russia
in a more effective way. Moreover, these wise lessons avoid unnecessary
disappointments in business.”
Boudewijn Haverkorn van Rijsewijk, Financial Services Consultant
and Contractor
“We appreciated the presentation of Jeroen Ketting of Lighthouse during
our International Business week. Our companies were impressed by his
knowledge of the Russian market. His tips and tricks for entering the Russi-
an market were very practical and much appreciated. We recommend
Jeroen Ketting to everyone who wants to do business with Russia.”
Anja Hendrikx, Limburg Chamber of Commerce and Industry, Belgium
“The presentation by Jeroen Ketting titled “Russia decoded” during the visit
of the “Dutch Dream Foundation” to Russia was highly appreciated by this
group of visiting Dutch businessmen. His presentation showed a deeper
understanding of Russia, its soul and its business practices. All this spiced
up with practical anecdotes from encounters in daily life. His ability and
ease to communicate with people makes that he draws attention to his
words from the audience till the last words spoken.”
Chris van Fliet, First Secretary of the Embassy of the Kingdom of the
Netherlands in Moscow
“The Lighthouse Group has accepted an amazing challenge in finding
clients for Brazilian health devices in Russia. As Brazilian medical compa-
nies are still not known in Russia, as they are in other regions like Latin
and North America, the Lighthouse Group worked hard to promote our
companies. We understand it was a great job with the participation of high
qualified clients on our event. We are glad to say that we returned ABI-
MO’s and APEX’s investments, since our Brazilian companies have already
closed deals with Russian clients. I also would like to point out that the
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13. presentation from Mr. Jeroen Ketting was a brilliant preparation for our
companies to understand the complicated Russian market. Thank you for
your dedication.”
Paula Portugal, International Projects Manager, ABIMO
“Jeroen has participated as a moderator in the 1st Green Sustainable
Development Conference that was organized by our company. His per-
formance as a moderator was a pleasure to both speakers and audien-
ce. During his session he presented its topic with clearness, masterfully
guided the discussion and led people to asking questions and voicing their
opinions on the subject of the discussion. All in all we are happy we invited
Jeroen to lead this session and of course we will try to include him in our
next events.”
Igor Stroganov, Event Producer, Impressmedia
“With great pleasure we have invited Jeroen as a speaker for the EU-Study
Weeks, a project funded by the EC Delegation in Russia, and every time his
performance exceeded our expectations. His brilliant and smart presenta-
tions are always highly appreciated by the audience consisting of Russian
students and postgraduates. His presentations are based on valuable
practical experience and always stand out among the other presentations.
Again and again we receive requests to invite Jeroen for the next session.
We would like to thank Lighthouse and Jeroen for our cooperation and
hope it will continue in the future.”
Albina Tsvetkova, Project Manager, ECORYS-NEI
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