The Path of Internationalization of Ukrainian Business During the War

Sammanfattning

Background:Nova Poshta, a leading Ukrainian logistics company, faced with the disruption caused by the 2022full-scaled Russian invasion, strategically adapted by expanding into Europe under the new brand"Nova Post," becoming the first Ukrainian company to enter the EU internal market during wartime.Despite the challenges posed by the war, Nova Post entered 13 European countries, aiming to servethe Ukrainian diaspora while also attracting a broader European customer base.Problem:Despite the fact that the Temporary Protection Directive was crucial in harmonizing the EU’sresponse to the humanitarian crisis caused by the war and allowing Nova Post to target displacedUkrainians as their primary audience, the company faced significant legal challenges and varyingenforcement across member states, particularly affecting parcel delivery services and food products.Understanding the harmonization of EU legislation is essential for Nova Post's expansion strategy.Research methods:This research undertakes a mix of legal and business methods, namely a legal dogmatic method and aqualitative single-case study, describing the Ukrainian firm Nova Post’s expansion to Europeancountries during wartime.Conclusion:Nova Post's internationalization into the European market has been shaped by strategic entry modes,leveraging network relationships, and adapting to local market conditions. While EU legislation hasprovided a robust framework facilitating smoother logistics, trade in services, and a stable businessenvironment, regulatory fragmentation and non-harmonized procedures across member states posesignificant challenges. Overcoming these barriers through greater regulatory harmonization will becrucial for enhancing efficiency and reducing costs in Nova Post’s cross-border operations.