The financial crisis of 2008 fastened horizontal (or industry) competition and shrank sales markets.
Beginning 2010, the role of the government and large capital as the market regulator also increased. As a result, on the one hand, vertical competition between small and medium size business has increased and on the other hand – competition among big businesses has also increased.
Still, the“Made in Ukraine” label is considered weak not only worldwide but also in Eastern Europe. It creates a third setback for businesses that try to conquer foreign markets.