INNOVATIVE STRATEGIES AND COMPANY DEVELOPMENT IN CONDITIONS OF CRISIS MANAGEMENT

When it comes to regular or crisis management, every company has clear stability criteria, specific objectives and activities that have to be met, and is primarily focused on achieving growth and continuous organizational development. Impacts of internal and external environment are variables that are difficult to recognize and therefore it is necessary to further analyze the functions of companies' development, especially in terms of crisis management. Crisis management is a form of enterprise management in the specific market conditions. In this case we have survival of enterprises in the economic crisis on the global market. Organogram of the company, weather it is large, medium or small, can be a barrier in achieving the growth and development if the company, in its life cycle, does not have defined strategic framework or an idea of what it wants to be. The market is overflowing with similar companies and in every industry there are companies that have a certain competitive advantage that can determine final position and presence of the company on the market. Crisis management is management that has to absorb, in the short period of time, difficulties and threats inside and outside the company, where strategic concepts can lead to the failure or development of the companies. This paper explores some innovative strategies, such are disruptive innovations and organizational ambidexterity, with questioning of validity of those strategies in relation to the company development and effects on the crisis management.