In the introductory chapters, I provide a theoretical overview of the impact of natural disasters on the economy and of firms' adaptation strategies and market approaches in times of crisis. Natural disasters are an inevitable phenomenon, with direct and indirect impacts on society as a whole. Business recovery and response requires strategic planning, financial support and cooperation with other organisations and the community. To minimise the negative impact, it is crucial that companies are able to adapt to new situations through appropriate strategies and market approaches. The aim of my master thesis was to investigate how companies perceive and adapt to natural disasters such as floods and how they develop their marketing approaches in such circumstances. In the empirical part, I interviewed two major technical traders and surveyed a smaller one to gain insight into the impact of the 2023 floods in Slovenia on their business. I was interested in how they responded, what they learned from the experience and whether they are more focused on sustainable practices today. I found that a coordinated and trusted team is key to an effective response. And to have such a team, a successful company in times of crisis takes care of its employees first, then other stakeholders and CSR activities. Natural disasters often reveal a company's true values - whether it is sincere solidarity or just a concern for reputation. But a crisis can also be an opportunity for improvement, greater sustainability and greater preparedness for future challenges.
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