Soviet Immigrants Becoming Capitalists NECHEMIA MEYERS Special to The Jewish News T hough they grew up in a socialist society, some 10 percent of Soviet immigrants become practicing capitalists within a few years of their arrival in Israel. Most set up businesses without any particular train- ing, but a growing minority initially participate in special courses, the two most impor- tant of which are organized by the Hebrew University and Tel Aviv University. There the newcomers study, among other things, the prin- ciples of Western economics, interpersonal and business communication, en- trepreneurial risks and tax regulations. In addition to theoretical studies, participants also have the opportunity to become acquainted with specific factories and businesses, as well as to prepare plans for ventures of their own. These plans are subjected to the scrutiny of real businessmen, so that the would-be entrepreneurs can learn the strengths and weaknesses of their schemes — before the learning process costs them money. But certain things cannot be taught. As Professor Eitan Miller of Tel Aviv University's Faculty of Management puts it: "We do not teach initiative because that is usually in- born or the result of early education, not something that can be acquired later." Soviet immigrants entering the business world are likely to seek out fields where their special background is of value, as has advertising con- sultant Stanislav Tomski. He was associated with advertis- ing in the USSR and thus is well qualified to help local ad agencies make an effective pitch to consumers whose thinking was shaped by the Soviet experience. It is not enough, says Mr. Tomski, to merely translate a Hebrew-language advertise- ment into a Russian- language one. For example, contractors trying to sell apartments to veteran Israelis will typically em- phasize the size of the apart- ments, the number of rooms and the availability of nearby parking space. But im- migrants, Mr. Thmski goes on, are apt to be more interested in the character of the neighborhood than in the layout of the apartment. They'll particularly want to know if it is near good schools (where their children can study), and to decent-sized parks (where their aged parents can stroll or play chess). Moreover, in the case of con- sumer goods, immigrants must often be persuaded that a product is of value before an attempt is made to convince them that one brand is better than another. Unlike Mr. Tomski, Yuri Volovsky entered a new field — albeit linked to his Soviet background — when he came to Israel. After he found that there was no work for him as an engineer, Mr. Volovsky set up his own private absorption office to help newcomers deal with their most immediate problems: renting an apart- ment, registering their children at a suitable educa- tional institution, buying basic appliances and, where possible, finding a job. Most of these things are also handled by official bodies, but many newcomers are attracted by the personal attention they get from Mr. Volovsky. Soviet immigrants who , have been here for some years are more likely to embark upon ventures where their' Soviet background is of scant importance. Thus Vladamir Starkman created a company which sells $300,000 a year worth of devices that cut down the water consumption of toilets, while Alexander Popov has established a firm which does everything from multimedia presentations and graphics to translations and typesetting. Mr. Popov — with 28 employees and an annual tur- nover of some $6 million — originally concentrated on work in English, French and Spanish. Now, emphasis has switched to Eastern Euro- pean languages, including Russian, Polish, Romanian and Bulgarian. Sasha Klein, whose film company has made over 100 documentaries, has also turn- ed eastward of late. Among other things, Mr. Klein was among those involved in "Whispering Embers," Israel TV's brilliant eight-part series on Soviet Jewry. The most recent indication that immigrants from the USSR are now part and parcel of the local commercial scene was the appearance last month of Israel's first Rus- sian-language phone book. ❑ LABOR DAY FAMILY WEEKEND Friday, Aug. 30 -Sunday, Sept. 1 NEW For This Summer ..4 .5 .441= Avi A TRUE TASTE OF ISRAEL • • • • Build a Kibbutz Archaeological Dig Israeli Kumsitz, Tales and Ma'ayses Making the Bible Come Alive Through Nature Fees: per adult per child 3-18 per 2 years and younger $128 $80* $45 *If sharing room with adult, otherwise fee is that of an adult. Send application to: TAMARACK CAMPS, 6600 W. Maple, W. 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