Abstract
Emerging from the collapse of the Soviet empire, Ukraine is confronted with a number of marketing obstacles in tapping global financial markets. A significant problem is overcoming the aftereffects of centuries of colonial rule which directly contributed to low awareness of Ukraine worldwide. Since Ukraine lacks a track record, apart from its Soviet past, on which to judge credit worthiness, it faces serious skepticism from investors with regard to its potential issues. Therefore, it would be wise as a first step to target friendly markets for its securities, such markets as the worldwide Ukrainian Diaspora, to establish a credit record that can be used as evidence of fiscal responsibility before the world community.
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Kyj, M.J., Kyj, L.S. (2015). Marketing Strategies for Financial Instruments in Ukraine. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_25
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DOI: https://doi.org/10.1007/978-3-319-17323-8_25
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