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Four possible approaches for the war in Ukraine
20 April 2022
Four possible approaches for the war in Ukraine
Managing across markets Marketing in a recession Managing the marketing function

After two difficult years of COVID, the shockwaves of Russia’s invasion of Ukraine are reverberating around the business world, promising many more months of disruption to come. As the war looks to stretch ahead through the summer of 2022 at least, the economic impact is worsening and impacting brands and consumers alike.

Why it matters

Russia’s invasion of Ukraine has upended the plans of many businesses as they come out of COVID. While the situation is changing quickly, scenario planning offers a useful tool for brands to create plans for ongoing uncertainty.

In a recent webinar, analyst firm Gartner offered...

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