Rising competition reshaping the business landscape: Forvis Mazars CEE C-suite barometer 2025

Growing competition and economic uncertainty impact CEE C-suite strategies, keeping organic growth as the core business driver

Forvis Mazars Group, the international audit, tax and advisory services partnership, recently revealed the results of its latest C-suite barometer. The 2025 study, which captures the views of over 1,700 C-suite executives across more than 35 countries and territories, found that the majority (93%) of C-suite executives worldwide have a positive growth outlook for their organisations, but there are still challenges ahead. Results show a significant increase in competition and geopolitical instability worldwide, as the highest rising trends impacting organisations and likely to hold back growth.

On a regional level, the barometer looks into the outlook of 250 C-suite executives from Central and Eastern European (CEE) to assess the context. CEE leaders remain optimistic, with nine in ten executives having a strong growth outlook for their business in 2025. However, C-suite leaders in CEE identify increased competition (38%), economic uncertainty (32%), and energy prices (31%) as the factors most likely to hold back growth, a sentiment shared by executives globally. These factors are also expected to bring on challenges this year.

While leaders remain committed to addressing these trends expected to impact their businesses in the long run, organic growth (35%) remains the most important source of growth for organisations in the region, followed by private equity (32%), a new factor compared to the previous year, and strategic alliances/joint ventures (21%). 

“It's inspiring to witness the dedication and optimism of leaders as they tackle major trends impacting their businesses. While organic growth (35%) remains the primary driver for organisations in the region, the complexities and conflicts in global markets suggest it might not suffice for their growth ambitions. Consequently, businesses are increasingly turning to private equity (32%) and strategic alliances/joint ventures (21%) to stay competitive. Interestingly, there are some areas that present a different view of the business landscape, highlighting potential obstacles to long-term growth and expansion,” Milan Prokopius, CEE Regional Chair, Forvis Mazars Group.

Top strategic priorities for the next three to five years

• Transforming company IT and technology is the top strategic priority overall for a third of the surveyed executives (33%), with a point increase in CEE over the past 12 months, alongside other global C-suite leaders (43%).
• International expansion closely follows in CEE (30%), maintaining a steady level compared to the previous year.
• Sustainability strategy emerges as the third top priority, with great potential to redefine organisations, selected by 28%, growing by eight points since the same period in 2024.

The most important digital transformation priorities for executives in CEE are efficiency and productivity (50%), close to the global rate of 55%, and security (46%), which is four points above the global outlook. Aligning with other C-suite leaders globally (37%), risk management is also very important in the region (43%).

The rush to adopt the latest tech trends seems to have slowed down. When it comes to artificial intelligence, only one-third of executives in CEE believe generative AI will have a major impact on their organisation. This is down nine points from 2024 and 15 points below the global average.

Investment in international expansion

C-suite executives keep international expansion as a top strategic priority. A quarter of leaders around the world and eight in ten CEE businesses (85%) are planning to expand internationally to at least one new country in the next five years. The top destinations targeted by businesses in CEE for expansion are Germany, the USA, Austria, and Hungary.

Talent in the spotlight

As over half (54%) of executives report a difficulty with hiring talent into their organisation, C-suite leaders in CEE may have overlooked the importance of tackling the scarcity of talent as part of the strategic priorities, especially if international expansion is at the top of their agenda.

New or revised talent strategies don’t appear in the top five priorities of leaders, however, adding to the increasing pressure of the talent challenge, up 13 points compared to 2024.

Recruiting challenges for companies in CEE are reported primarily at the graduate, early career, and intermediate levels. Regionally, executives have less difficulty hiring senior-level employees than other C-suites globally.

Hybrid working policies are currently a lower priority in CEE (26%) than globally (39%). For organisations in the region with hybrid working models, the key goal is full flexibility.

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About the study   

The C-suite barometer: outlook 2025 examines the views, challenges, and strategic priorities of today’s C-suite leaders around the world. This independent research was conducted between 28 September and 23 October 2024 and captures the views of 1,706 C-suite leaders at for-profit organisations with annual revenues of over $1million across more than 35 countries. 

About Forvis Mazars

Forvis Mazars Group SC is an independent member of Forvis Mazars Global, a leading professional services network. Operating as an internationally integrated partnership in over 100 countries and territories, Forvis Mazars Group specialises in audit, tax and advisory services. The partnership draws on the expertise and cultural understanding of over 40,000 professionals across the globe to assist clients of all sizes at every stage in their development.

Visit forvismazars.com to learn more.