Geopolitical conflicts destabilize cross-border business. We bring to light the often neglected yet crucial individual perspective. Our study uncovers how the Russia–Ukraine war triggered a career shock for those with Russia-related expertise in Finnish-based multinationals. This shock led not only to job loss but also to loss of career identity. We detect new career identities of these experts, showing the power of individual resilience and the ability to rise out of highly disruptive circumstances. Our typology of new career identities and recommendations for individuals, HR professionals and governments have wide application for the management of people in volatile cross-border business environments.
Outila et al. (2026) studied this question.