After many years working closely with agents and partners across Central and Eastern Europe, Kurt Rosenberg has stepped into a new role focused on Axelent’s future growth. As Business Development Director for New and Emerging Markets, he now looks beyond established regions to identify where Axelent can build meaningful and sustainable presence in the years ahead.

You previously served as Key Account Manager for our Agents and Partners in Central and Eastern Europe. How would you describe the transition into your new role, and what is your main focus today?

Stepping into the role of Business development director for new and emerging markets feels less like a change of direction and more like a natural continuation of the journey I’ve already been on at Axelent.

As Key Account Manager, my focus was on strengthening relationships and helping our existing partners grow. Today, the perspective has widened from supporting established markets to helping shape where Axelent goes next.

The role is about looking ahead. It means understanding where meaningful opportunities lie, how we enter those markets thoughtfully, and how we build something that lasts, not just something that sells.

“Because in the end, sustainable growth is always built with people, not structures”.

You have worked closely with our agents for many years. How do you bring that experience into developing new and emerging markets?

Working closely with our agents has been one of the most valuable parts of my experience. You quickly learn that successful growth does not come from appointing a distributor and hoping for results. It comes from building trust, creating alignment and understanding how each market truly works.

That experience now shapes how we approach new and emerging markets. Instead of focusing only on market entry, we focus on relationships and partnerships grounded in shared ambition and long-term commitment. Because in the end, sustainable growth is always built with people, not structures.

What do you see as the biggest opportunities for Axelent when expanding into new markets?

Many of the markets we are now exploring are in the midst of significant industrial change. Automation is increasing, infrastructure is evolving and expectations around safety are rising, often all at once.

This creates an opportunity for Axelent to contribute early and meaningfully, not only by supplying solutions but by supporting how safety becomes integrated into industrial development. In markets that are still shaping their future, we have the chance to influence what good looks like from the start.

“That experience now shapes how we approach new and emerging markets. Instead of focusing only on market entry, we focus on relationships and partnerships grounded in shared ambition and long-term commitment.”

Which skills or insights from your international background are most valuable in your current role?

Working across different regions teaches you that business is never just about products or processes. It is about understanding how people think, how decisions are made and what trust looks like in different cultures.

That perspective is essential when entering new markets. It ensures that we do not simply export a model, but adapt it in a way that feels credible and relevant locally, while still staying true to who we are as a company.

Looking ahead, what do you hope you and Axelent will have achieved within new and emerging markets over the coming years?

Looking forward, I hope Axelent will not only be present in more emerging markets, but genuinely valued within them. Success, for me, will be reflected in the strength of the partnerships we build and the role we play in supporting safer and more efficient industries. If, in the coming years, we can look back and say that we helped create lasting foundations rather than short-term results, then we will have achieved something worthwhile.