Strategies for the Future of Enterprises Recovering from the Covid-19 Pandemic Grażyna

Abstract

The main aim of the article is to identify and define the scope of contemporary strategies of companies recovering from the pandemic crisis and their further actions in a post-crisis situation. The COVID-19 pandemic accelerated the digital revolution in the behavior of market players, especially consumers around the world, as previously, the increase in their use of various digital tools was gradual, and due to the crisis, it became abrupt. The strategies of the market situation as well as the strategies of forecasting and dealing with the future have begun to be implemented by many Polish and foreign enterprises. Hence, the objective of the paper is an attempt to identify the initial stage after the pandemic as well as the further scope of the development of companies’ post-covid adaptation strategies. The background for the problem is trends evoked by differences in companies’ actions after the pandemic as well as proposals for strategy building methods. What should be also mentioned are adaptation strategies used by companies during the pandemic i.e., digital winners, risk-takers, late-comers and losers. The research problem is what and how adaptation and post-pandemic strategies are implemented according to their scope (wide-ranging - black swans and gray rhinos) and the dynamics of change (purple cows and green frogs). Therefore, it is worth presenting practically implemented adaptation strategies based on the cases of Polish and foreign companies, their first step forward, i.e., returning to the growth path, albeit under different conditions. The applied research method here is the analysis of case studies.