DOING BUSINESS IN THE GLOBAL SOUTH: The impact of black swan events on business continuity



After months of Russian military build-up and increased tensions in the region, on February 24, Russian tanks entered the territory of Ukraine. By doing so, the Kremlin escalated a conflict that had begun in 2014 as a relatively localised affair to one with grave worldwide reverberations. In the year that followed, energy prices and the cost of public goods skyrocketed across the globe, which consequently impacted lives all around the world.

An event like the Russo-Ukrainian war can be considered a ‘black swan event’; an unprecedented and unexpected event with major global consequences. Black swan events, like the Russian invasion, can have far-reaching and long-lasting impacts for the business continuity of companies, as the events have the potential to severely disrupt supply chains, investment flows, trade, and financial markets.

As a Western company, doing business in the Global South — a term used to identify countries mainly situated in Latin America, Africa, and Asia characterized by low income, poor infrastructure, and political marginalization — might already be challenging in terms of culture, infrastructure, safety and security. In addition, the consequences of the Russo-Ukrainian war were felt severely in these countries, amplifying the already existing challenges. The developments that have taken place within these countries during the past year exemplify that regional issues can make a long-lasting impact on the local security situation in countries all across the world; thus, they can have geopolitical effects.

This publication of ‘Connecting the Dots’ emphasises the importance of resilience within companies that operate in the Global South. It does so by providing an explanation on how a black swan event, like the Russian invasion of Ukraine, can impact the business continuity of Western companies operating in countries thousands of kilometres away, one year after the invasion took place. Three cases will be discussed further: Cuba, Libya, and Pakistan. These states are positioned across the world in different continents, but each will show the severe global impact of the Russo-Ukrainian war and the way in which this has impacted business continuity.


Be sure to click on the countries throughout the slide show to learn more about how the Russo-Ukrainian war has affected states in the global south!


Even though the invasion of Ukraine took place over a year ago, countries in the Global South are still dealing with the severe consequences of this black swan event. Power disruptions and high inflation have led to a large number of protests and will most likely grow in size even further in the near future. Governments were walking on eggshells in their ability to keep the economy steady and the population relatively calm (by subsidising food and fuel) before the invasion. However, these shells were easily broken as these governments are facing severe supply chain disruptions and global inflation, which they are incapable of addressing. Therefore, social unrest is expected to grow and increasingly threaten political, economic and sociocultural stability.

As the protests increase, they have the potential to turn violent by either the protesters or police interference. In a most likely scenario, protests result in a reduced workforce and a significant decrease in a company’s supply chain, and freedom of movement to and from hub locations, plants or sites. A worst-case scenario is getting caught in the midst of a demonstration that can result in serious injuries and even loss of life.

Moreover, the population might not only turn against their governments but also against Western companies and their employees. If people are desperate for food or fuel, they might turn to Western people or companies, that are considered wealthy. Companies active in the fuel industry might even be accused of stealing the country’s resources. Western people and companies might therefore become the victim of robberies or violence.

It can thus be concluded that a black swan event — such as the Russo-Ukrainian war — can have long-lasting consequences for countries all over the world. For this reason, (Western) companies that operate in countries situated in the Global South should be prepared for the consequences that can heavily impact business continuity.



The cases of Cuba, Libya and Pakistan underline the need for adequate awareness, monitoring and analysis of geopolitical trends and events. Black swan events can have a worldwide impact and may affect your business environment. Therefore, having comprehensive insight into possible risks and consequences in the countries you operate in is vital for the security of not only your assets, but also your personnel and business continuity. Failing to anticipate on geopolitical developments will leave your company vulnerable and might lead to a decrease in profitability and viability.

Proximities can help you gain these key insights and turn them into tangible material. Using our ‘What?’, ‘So What?’, ‘What (if)?’ and ‘What Now?’ narrative we help partners and clients to not only understand the importance of trends and events, but more specifically, to understand what it means for you and your business from strategic to operational consequences. Curious and interested to see how we could help you? Don’t hesitate to contact us, we are happy to support you.


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