War as a Catalyst: Ukraine's Inspiring Narrative for “Made In Ukraine” Pharmaceuticals in the German Market

Abstract

The favourable perception of Ukraine, bolstered by global support during the full-scale Russian invasion of Ukraine, has profoundly influenced the country's national brand. This has increased receptiveness towards Ukrainian products, particularly in Europe and North America. These perceptual shifts have yielded notable ramifications for Ukraine's export patterns and trade dynamics. This article investigates the relationship between the positive perception of Ukraine, the "Made in Ukraine" concept, and the consumption of Ukrainian goods. It specifically emphasises the impact of the country of origin on consumer perceptions and decision-making processes. By examining these factors, the study endeavours to enrich the comprehension of consumer preferences while furnishing practical insights relevant to Ukrainian brands engaged in international markets. The research findings contribute to the existing literature on a nation's image, national branding, and consumer behaviour. Furthermore, they offer invaluable guid- ance for Ukrainian enterprises seeking to leverage their national brand and promote "Made in Ukraine" products globally. Methods: The research methodology encompasses a two-stage approach that includes desk re- search and a survey to investigate the external environmental factors and comprehend German residents' attitudes and purchasing behaviour regarding Ukrainian pharmaceutical products. The formulated research questions aim to reveal the drivers behind product choices and perceptions of Ukraine as a nation. Several factors, including the established Ukrainian pharmaceutical industry, the potential for increased support and investment, geopolitical dynamics, the demand within the German healthcare system, and future growth opportunities, underpin the German market selection as this study's focal point. Results and conclusions: The desk research analysis has identified numerous market oppor- tunities available to Ukrainian pharmaceutical manufacturers in the German market. These opportunities encompass leveraging the COVID-19 crisis, addressing medicine shortages, and strategically targeting specific demographic segments. The survey analysis, on the other hand, sheds light on the motivations and attitudes of Germans toward Ukrainian pharmaceutical products. It highlights the significance of doctors' prescriptions and pharmacists' influential recommendations. The survey indicates a strong willingness among Germans to support Ukraine by purchasing its pharmaceutical offerings. To harness Ukraine's positive perception in the Ger-man market, Ukrainian manufacturers should proactively implement communication strategies and cultivate robust relationships with healthcare professionals. They should focus on augment- ing their product portfolio and optimising supply chain efficiency while raising awareness and collaborating with pertinent stakeholders. Ultimately, this study underscores the potential for Ukrainian pharmaceutical manufacturers to leverage the favourable perception of Ukraine within the German market, offering invaluable for successful market entry and sustainable growth.