Localization Crucial for Ukrainian Brands Abroad

When expanding a business beyond Ukraine, it is a mistake to rely solely on the Ukrainian diaspora, says Kateryna Hlazkova, Executive Director of the Union of Ukrainian Entrepreneurs (SUP). Companies that initially targeted only Ukrainian refugees quickly realized this approach was ineffective, as these individuals tend to integrate into local communities and do not create a substantial market.

For successful international growth, businesses must localize. Hlazkova emphasizes the importance of starting with cultural considerations.