StrategEast took part in Tech360: Policy Meets Technology, a conference designed to examine the full trajectory of Ukraine’s IT sector: from its role within the national economy and public policy to investment, talent development, global market access and technological sovereignty.
Hanna Myshko, Regional Director for the Gulf States, Ukraine, and Moldova at StrategEast, moderated the panel “Sales and Scaling in Non-Traditional Markets,” focusing on how companies select target markets and implement global growth.
The panel featured Dmytro Gryn, CEO of Jooble and Board Member of IT Ukraine Association; Ruslan Seredyuk, Chief Engineering Officer at ELEKS and Vladyslav Tkachuk, Marketing Director at GlobalLogic. Speakers’ perspectives reflected different operational models, yet converged around a shared recognition that the geography of demand is becoming less predictable.
The discussion opened with an assessment of current market dynamics. While the United States remains key for Ukrainian exporters, growth is increasingly driven by markets in MENA, Northern Europe and Latin America, each serving different strategic objectives. Dmytro Gryn highlighted that success in less conventional markets is often determined by execution: “Even non-traditional markets become accessible when companies invest in understanding the customer and respond to local specifics.”
The discussion focused on what it takes to establish a lasting presence in a new market. Speakers highlighted that success depends on a company’s ability to adapt to regional conditions and to make deliberate decisions regarding local presence and investment horizons. Ruslan Seredyuk emphasized that global instability has shifted diversification across markets and services from a contingency plan to a fundamental strategic imperative. With deliberate investment, time and adaptive learning, companies that pursue this approach are well-positioned to achieve a competitive advantage.
StrategEast’s participation in Tech360 reflects its commitment to fostering meaningful discussions on the complexities of global technological development. The panel reinforced a key insight: successful expansion depends on a clear strategic vision and the ability to adapt and execute consistently across varied market environments.
