The Impact of Geopolitical Tensions Between the EU and Belarus on B2B Companies’ strategies in the period of 2020 and 2024

The paper explores business-to-business (B2B) enterprises' perception and responsiveness to geopolitical tensions, concentrating on how these tensions influence strategic decision-making and adaption strategies through an examination of sensemaking processes within these organizations. This study looks into the impact of geopolitical tensions between the European Union (EU) and Belarus from 2020 to 2024 on B2B firms. It investigates the tactics organizations use not just to survive, but also to potentially emerge stronger in the face of these obstacles. The qualitative research focuses on three Belarusian companies across three industries: flower, furniture, and engineering and plumbing. The findings highlight the severe disruptions in procurement, logistics, and financial operations caused by these conflicts. Additionally, the study examines the adaptive strategies implemented by these organizations to mitigate the negative consequences and enhance their resilience.