Researchers have found that smaller Ukrainian exporters have developed a distinctive culture of resilience, enabling them to maintain operations amid war. A study published in the Global Strategy Journal revealed that these firms adapted quickly to sustain communication with their international partners, demonstrating the central importance of what the authors call relational capital—the trust, cooperation, and dialogue that underpin cross-border trade. This ability to foster strong relationships allowed exporters to continue doing business even as the war created extraordinary disruption.

The research was led by Oksana Kantaruk Pierre, an assistant professor at the Université de Lorraine’s ICN Business School in France, who explained that resilience was examined both as a process and a capability. The study highlighted three stages—anticipation, coping, and pre-adaptation—as critical points at which companies navigated a crisis. To capture these dynamics, Pierre and her team interviewed managers and CEOs from a broad spectrum of exporting firms, ranging from very small operations with only a few employees to enterprises employing over a thousand staff. Their industries included wood, pottery, textiles, IT, cosmetics, media, industrial equipment, decoration, and food products. Interviews were carried out in early 2023, one year after the full-scale invasion, with follow-ups in September 2024.

In recalling the months before the invasion, respondents noted that media warnings were widely known, but many still struggled to believe a full-scale war would erupt. Some foreign partners delayed orders or raised concerns, while others pressed ahead with a “business as usual” stance. For many exporters, detailed contingency plans seemed impractical; instead, they chose to adapt as events unfolded. When the invasion began, companies were suddenly faced with destroyed facilities, forced relocations, and severely disrupted logistics. Yet the study found that even under such pressure, firms responded with remarkable adaptability and determination to keep their businesses alive.

Central to this resilience was transparent and frequent communication with international partners. Exporters engaged in constant dialogue, reassuring clients of their commitment, renegotiating contracts, and adjusting deliveries and prices as conditions changed. Study coauthor Raluca Mogos Descotes observed that, regardless of location or industry, managers were intent on preserving both their companies and their export activities. In many cases, foreign partners responded with flexibility and support, sometimes even offering financial investment to help sustain operations. These relationships, grounded in mutual trust, enabled Ukrainian firms to continue trading despite closed borders and logistical obstacles.

The investigators emphasised that exporters face different resilience challenges compared to purely domestic firms, mainly because their survival depends on sustaining cross-border relationships. As José Pla-Barber of the University of Valencia noted, maintaining communication was the single most important task during the first weeks of the invasion. One CEO even recalled telling employees—many of whom were fleeing with their families or sheltering in basements—that while safety came first, it was vital to take a few minutes each day to update clients and assure them that the company was still in operation. This insistence on visible, ongoing communication became a critical anchor for survival.

By framing resilience in terms of anticipation, coping, and pre-adaptation, the study offers a new way to understand how small exporters endure prolonged crises. The authors suggest that this relational approach may serve as a model for other businesses navigating extreme disruption. While the war continues and full recovery remains distant, Pierre noted that some of the strategies developed during wartime are likely to have a lasting influence, shaping exporters’ practices well into the future.

More information: Oksana Kantaruk Pierre et al, Resilience in times of war: How Ukrainian exporting SMEs enhance relational factors with foreign partners, Global Strategy Journal. DOI: 10.1002/gsj.1523

Journal information: Global Strategy Journal Provided by Strategic Management Society