Стратегии за управление на бизнес организацията в условия на криза
Strategies for managing a business organization in crisis conditions

Author(s): Bogomila Koleva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: business; crises; organization management
Summary/Abstract: This article aims to describe the methods by which businesses can deal with crises. Undoubtedly, one of them is related to the construction of effective crisis management, which will work in the direction of managing the crisis event at all stages of its development. Every crisis manager aims to build a clear idea of the extent to which the activity may be affected by the crisis event and set the main goal to isolate it, minimizing its negative effect on the overall organizational process. The central thesis is that every business must be prepared to overcome crises, as practice shows that, unfortunately, their emergence is inevitable at some stage. Apart from the fact that the management activity should be focused on constantly building new strategies for development and growth, the management should not forget how vulnerable the business organization is to external threats and incidents that can quickly disrupt everything achieved. Even a crisis external to the organization itself is a crisis and requires immediate intervention. If the company adheres to specific rules, it would have a much higher chance of survival than an organization that allowed the crisis to find it completely unprepared. Crisis management is a complex set of managerial skills for expert decision-making and a high level of communication on the part of the crisis team. Identifying the specific problems, the preparation of an effective plan for dealing with them, and the precision of its implementation are crucial for the successful overcoming of the adverse effects caused by the external crisis event. The article is divided into three main parts – theoretical, analytical, and practical. The theoretical part gives general definitions of the term “crisis” and the phases through which it passes. It will be considered in more detail to characterize the stage of occurrence of each crisis event. The individual steps that need to be taken by crisis management to deal with it effectively will also be presented. This methodology can greatly facilitate business organizations in implementing various anti-crisis actions. The analytical part will present conclusions from a representative study of the World Bank on how businesses adapt to the new crisis reality related to the widespread COVID-19 virus. The practical part will present examples of successful strategies for building new business models. Finally, the main guidelines for a more effective crisis management process will be briefly summarized.

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