In wartime, perceptions often overshadow reality. Nowhere is this clearer than in Ukraine’s front-line regions: constant danger, labor shortages, little governmental support, and economic isolation are common beliefs about doing business in these areas.
Unfortunately, many international stakeholders rely on these overly generalized views, resulting in a distorted understanding of the actual conditions. The article suggests that these preconceived notions may be preventing potential investors and businesses from recognizing the opportunities that still exist in these areas. By challenging these myths, the piece aims to provide a more accurate picture of the challenges and possibilities faced by entrepreneurs and companies operating in the front-line regions of Ukraine.