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The Russia – Ukrainian War is an ongoing war between Russia and Ukraine. In 2021 and early 2022, there was a major Russian military build-up around Ukraine’s borders. NATO accused Russia of planning an invasion.


Regarding the war between Russia and Ukraine’s long-term effects , IT companies are currently cautious. The leading companies have all reaffirmed their dedication to upholding high standards for service delivery while helping the affected employees. Europe is the second-most important client area according to data from the major Indian IT companies, accounting for 20–25 percent of total business. About 90% of this business is from Western Europe, while Eastern Europe has been expanding as a crucial strategic delivery hub for Indian companies.

Indian IT service providers have decided to take a wait-and-see approach to the situation and have activated business continuity plans because they don’t have a significant presence in Ukraine.

  • Most large B2B IT companies have already made a public response to the Ukraine war. Overall, 44% of respondents to our survey said their IT company had taken a public stance on the war in Ukraine.
  • Most large B2B companies have already made a public response to the Ukraine war

Conclusion – The war in the Ukraine is disrupting companies’ go-to-market strategies and Portfolio Marketers need to adapt. This blog provides four things to consider . Russia’s invasion of Ukraine has created “immense human suffering”, but it is also damaging global trade and IT company business , which will likely impact low-income countries the most, the World Trade Organization of Business



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