DOI: 10.11118/978-80-7701-042-9-0036

IMPACTS OF THE COVID-19 PANDEMIC ON THE SMALL AND MEDIUM-SIZED ENTERPRISES IN THE BREWING INDUSTRY AND RECOMMENDATIONS FOR FUTURE CRISIS SITUATIONS

Jiří Duda¹, Eva Štarhová¹, Pavel Žufan¹, Radovan Kožíšek¹

¹ Department of Management, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

Based on the findings from the analysis of the external environment and the assessment of the impact of the pandemic on microbreweries, factors were identified that helped microbreweries to successfully respond to the pandemic crisis situation. Thanks to logistics alternatives, microbreweries have adapted very flexibly and creatively to the unpredictable external environment. They have often transformed product packaging to boost demand for smaller product packaging, and even during the crisis, they have invested in digitization and technologies that have helped stabilize businesses in an unpredictable market environment. The recommendations are compiled in the context of crisis management of companies and scenario crisis procedures suitable for preventing a defined crisis.

Klíčová slova: SME, crisis, brewery, strategy, external factors

stránky: 36-38, online: 2025