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As global interest in Ukraine reaches an all-time high, international businesses are looking beyond the headlines to understand the real identity of the nation.

In this first episode of a special two-part mini-series, Dmytro Shvets explores the “frontier culture” of Ukraine with cross-cultural expert Maryna Starodubska. Designed for global businesses looking to navigate the Ukrainian market, this episode moves past the headlines to reveal the core identity of the people you will be doing business with

Key insights from this episode include:

• The Power of Status: Why sending mid-level managers to meet Ukrainian founders often leads to failed negotiations.
• The Trust Gap: Navigating a society with low institutional trust where personal loyalty is the major currency.
• The Frontier Mindset: Understanding why Ukrainians prioritize acting over planning and “needs-based” entrepreneurship over long-term strategy.
• Relationships First, Contracts Second: Why a signed agreement in Ukraine is the culmination of trust, not the beginning of it.
• Managing Uncertainty: Practical advice on breaking long-term strategies into visible, measurable stages.

Whether you are an investor, a consultant, or a business owner looking to enter the Ukrainian market, this episode provides the essential cultural foundation needed to build resilient and productive partnerships.

Coming Soon: Stay tuned for Part 2, where we dive deeper into the specific tactics of How to Negotiate with Ukrainian Business People.

About the Guest:

Maryna Starodubska is a cross-cultural interaction consultant and adjunct professor at Kyiv-Mohyla Business School. She is the author of Understanding Ukrainians: Cross-Cultural Dimensions and specializes  in employees relations, cross-cultural interaction, reputation management and crisis communications.

LinkedIn profiles:

Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/

Guest: Maryna Starodubska, Cross-Cultural Interaction Consultant, Kyiv Mohyla Business School Adjunct Professor. https://www.linkedin.com/in/starodubska/

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