| Abstract [eng] |
The COVID - 19 pandemic has brought a lot of uncertainty to our everyday life as well as caused a lot of fears for companies, destroying their traditional business models and systematic plans. Talking about the advertising industry, it became necessary to quickly adapt to the constantly changing environmental conditions and properly develop business resilience strategy, which is an important business condition, not only to ensure business continuity but also to discover innovative features that are required in order to build up a successful business. The object of this research - the assumptions for the formation of the enterprise resilience strategy in the times of the COVID - 19 pandemic. The aim of the study - to find out the assumptions of the formation of the resilience strategy of advertising agents during the COVID - 19 pandemic. Research tasks: 1. To reveal the importance of a business resilience strategies during COVID - 19 pandemic; 2. To analyse theoretical constructs of the assumptions of the formation of companies' resilience strategies; 3. To substantiate the research methodology in order to get an empirical research; 4. To carry out a survey of advertising agencies operating in Lithuania, taking into account the clarified impact of the pandemic on their business model and strategy and provide recommendations for the formation of a resilience strategy. Research methods. Analysis of scientific literature, information sources and secondary data, performance of systematic scientific works of other authors based on logical and comparative methods. Empirical research offers a qualitative research method, a case study, half of which is a structured personal interview. Qualitative data processing uses the text encoding program "MAXQDA". Research results. The study showed that none of the interviewed heads of advertising agencies had a resilience strategy in place to reduce the negative impact of the COVID - 19 pandemic on their business. Therefore, after summarizing the results of the study, the most prominent assumptions were identified, which will help to formulate the resistance strategy in conditions of uncertainty: hygiene of internal processes and preparation plan; strengthening internal communication; team building; development of emotional competence; employee motivation and relationship with the employee; flexibility, speed of solutions and adaptability; diversification of services and customer basket; relationship with the client and partners; exploiting new opportunities. |
