Location: Eastern Europe, bordering the Black Sea, between Poland, Romania, and Moldova in the west and Russia in the east

Capital: Kyiv (Kiev)

Population: 46,299,862 (July 2007 est.)

Language: Ukrainian

Lifestyle & Aspirations
Ukrainians place a heavy emphasis on family and friends. They value kindness and hospitality, have great respect for elders and are fond of children who are made very welcome in places like restaurants. As great survivors, Ukrainians also value humour.
Ordinary, middle-class Ukrainians still struggle at times to make ends meet. Many, however, learn to make do, have more than one job and, and outside cities, grow their own food. Religion is a pivotal part of life for many but so is sport and football is the leading spectator sport. Folk dance, folk music, classical music and rock are all popular. The film industry is being revived in the last 15 years and Ukrainian art is also enjoying a revival. Ukraine has also produced much-respected writers like Taras Shevchenko. Ukrainians are creative and are especially adroit at weaving, woodcarving and ceramics.
Ukrainians are great lovers of nature although environmental protection has still really to be developed in the country. There is also a great fondness food and drink, particularly vodka. Dining out is still a treat for many Ukranians.
Many young Ukrainians now especially aspire to getting a good education and a good job. While the country has experienced a great drain of talent in recent years with people leaving in search of a better life elsewhere, there are also signs that this may not continue. Also, some of those who have left are returning to their homeland and are especially in demand after having good experience elsewhere.

The Essentials (10 Key Tips)
1. Generally Ukrainians value relationships over task. It is important to establish trustworthy personal contacts before establishing your professional contacts.
2. Ukrainians are usually well educated, motivated and fast learners. Education ? yours and theirs ? is a good topic for social conversation.
3. The local communication style can be frank and emotional at times, but this openness and directness should not taken as rudeness.
4. Great respect is usually accorded to elders in Ukrainian society and even if the older person?s view is not acted upon, they are not usually directly contradicted.
5. Remember the differences that may be encountered in people of different generations in Ukraine ? older Ukrainians have been more Western in their attitudes.
6. In the professional environment, status and influence is often connected with your appearance. Dressing smartly is important when creating first impressions.
7. Socially, Ukrainians enjoy discussing politics but it is advisable to let your local contact initiate it first.
8. Ukrainians may seem to have a negative attitude but in reality, are usually just being practical. They will tend to look at all aspects of an issue including the disadvantages.
9. Recognize that while efforts are being made to eliminate corruption, such practices still exist. A good local contact can help you navigate through the dangers. Respect local laws, your nation?s laws, and your own company?s code of contact.
10. Despite their frequently explicit communication style, they are not comfortable with public displays of disagreement or conflict in the workplace. These challenging conversations are best handled one-to-one and perhaps in a social setting.

Working with the Ukraininans.
Visitors should bear in mind that Ukraine is a young country ? not just politically but in terms of business. A distinction can usually be made between older and younger Ukrainians. Those under 40 are ambitious and hard-working and are founding their own businesses and gaining high positions in other organizations. They often speak good English and have a more Western-style approach to business matters.
Those who are older have been more influenced by the Soviet style of doing things. They may not be able to speak good English and may need a translator. They will not be so attuned to Western business methods and may be more inflexible and expect visitors to adapt to them. But they should not be underestimated either. If they are in positions of authority or have forged good businesses for themselves, they have achieved a lot.
Making a Good Impression
Ukrainians are outgoing and friendly. They greatly value family and friends and these close bonds have helped them be survivors through the rigours of a troubled past history and great ordeals. They are also on the way to forging a new and prosperous nation, with one of their goals being European Union member.
Ukrainians should be approached with respect and friendliness. The very familiar and robust manner of some Americans or British business people may be too assertive for some of them and may seem overwhelming and perhaps aggressive. They are generally conservative in style and dress. You should show consideration and interest in their country and their history, while avoiding some its more painful episodes. They are fond of wining and dining ? though many locals do not have much money to do so, so they appreciate entertainment. Usually the one who is hoping to gain from the relationship will be the host.
If you find some aspects of the behavior and attitudes of the older generation frustrating, remember that they are relatively new to the Western ways of doing business. Any displays of frustration will only cause offence and may cause your business associates to ?shut down?. The best approach is to be direct, honest and respectful and to display goodwill to your business counterparts. Younger managers will be share similar attitudes to those in Western businesses.
While they expect respect, the Ukrainian way of communication is quite direct and may come actross as abrasive to some visitors.

Business Etiquette
Be prepared to work to build a solid relationship with business partners in Ukraine. When meeting people for the first time, show some appreciation of the county and its history,, though it is best to steer clear of some of its troubled, and indeed, tragic past. Keep thoughts about corruption and political problems to yourself unless you are visiting a professional to get specific advice about this area.
Shake hands on greeting business associates and saying goodbye. Kissing on greeting and farewells isusually reserved for very close friends and family. Take note that Ukraine shares some superstitions with Russian. One is that shaking hands across a doorway is a sign of bad luck.
Be sure to take a good supply of business cards. Have the contents of the card translated into Ukraininan on the reverse side and make sure that this side is shown to your counterpart.
Ukrainians are mostly straightforward, polite and direct in their communication style. Any overly zealous, aggressive or pushy behaviour on a visitor?s part could cause offense. They may, however, be quite abrupt, for example, jumping into negotiations at the deep end rather that building up to discussing matters like price.
Gifts are much appreciated and if you are going to someone?s home, it is advisable to take something. Something from your own country should be of interest. Ukrainians like sweet things so chocolates or other confectionery are popular. If flowers are taken, make sure that you have an even number, as an odd number is seen as a bad sign. Among friends, gifts for children will be considered especially thoughtful.

Business Meeting Culture

Planning a Meeting.
Meeting in Ukraine are often planned on little notice ? anything from a few hours to a week. This practice is changing as it is being recognized that working well in advance can be helpful. Be clear about your intentions and goals for the first meeting with people in particular. Be punctual and let your counterparts know if you are going to be late but do not expect them necessarily to be on time. Younger people may be more attuned to Western practices. Be sure that you know whether or not interpreters will be needed, and if so, what languages will be needed ? given that Russian is widely spoken in some areas. Make sure that senior managers are involved ? strong leadership is respected in Ukraine and they will expect to be dealing with bosses who take responsibility and make decisions.

During a Meeting.
Ukrainians will usually start a meeting with small talk, during which they will evaluate their counterparts and put them into context. They may well follow this with an abrupt change of subject, getting straight down to business. Westerners and Asians are often taken by surprise by this approach, for example, declaring the desired outcome (a win for the Ukrainian side) and inviting you to explain how this can be achieved. Do not change your story; keep to it throughout the meeting.
Often, Ukrainians will appear to concentrate on what is wrong or what needs to be fixed rather than what is going well, but this is not a sign of negative thinking. It?s more a case of if something is going well, there is no need to fix or change it.
It is quite standard for minutes to be taken in meetings. Subordinates will often take direction from people of higher rank. Great respect is shown to elders in Ukraine or to those in authority.

After a Meeting.
There may be quite some discussion about what had to be done. You may be asked to sign a confirmation of co-operation, or a Protocol of Intent, like a memo denoting the first stage on the long journey to a contract. You will be expected to stamp this with your company stamp so be sure to bring one. Usually, such documents are not legally binding but lawyers can advise as to what will be normal in the circumstances and when a more formal agreement should be prepared.
The conclusion of a deal may be celebrated with vodka shots, which are downed in one.

Motivating Others.
The trend to adopt company incentive schemes for managers is growing and is quite noticeable in the last two to three years. This is especially so in larger companies and multi-nationals. Those Ukrainians who have worked abroad may also expect such schemes, having seen them in action elsewhere.
Cash is a motivator for just about everybody, and power also plays a big role in the Ukrainian psyche, but a strong sense of family and belonging is important, too. Like Russians, Ukrainians value a sense of ownership and kinship when it comes to their place of employment. Share option schemes are helpful in fostering this.
Younger managers are more likely to be personally motivated by pure reward schemes and will work hard towards the benefits they provide.
National holidays and festivals, birthdays and project completions are often celebrated at work with office parties and employees and management mixing freely, which helps engender the feeling of belonging to something. Other benefits that can be expected are birthday bonuses, medical insurance, housing, pensions, meals and assistance for very poor families.

Effective Presentations.
Ukrainians are polite and attentive listeners but can become very emotional. May are well educated and have impressive technical skills. They will be good listeners but will also expect that speakers have prepared well for presentations. A speaker should be able to support their presentation which plenty of relevant factual information.
High tech presentations using programs like PowerPoint will be admired, although exaggerated claims and a hard sell are not.
Ukrainians are working hard to create a robust business environment in their country and they will be keen to learn. They will also appreciate any introductory remarks of a friendly nature, as business partners are judged on personality and kinship as much as professionalism.
Ukrainians have a good sense of humour but is should also be lighthearted and humorous exchanges should also still be dignified and not at the expense of others.
Questions will follow a presentation and will be direct and to the point, often putting the presenter on the spot.

Managing Relationships
Ukrainians are generally friendly and outgoing and though it may take time to establish trust, they welcome long term, solid relationships. Foreigners will have to work hard to earn their respect. Ukrainians, despite the difficulties their country has endured, are highly educated and, more that ever now, motivated to achieve success. They like to be approached with respect and do not like to be underestimated. This can easily happen if their English is not very good.
Ukrainians are very direct and sometimes this can unwittingly cause offence to others but visitors should bear in mind that it is only a local communication style; they will approach a situation from an overall perspective, rather than step by step.
It can be difficult for Westerners to take charge of Ukrainian teams as they are close-kint and strong loyalties exist between team members. Outsiders can initially be viewed with suspicion and corruption is still an issue, although the majority of Ukrainians long for a more transparent business environment.