ENTREPRENEURSHIP IN THE CONDITIONS OF COVID- 19 PANDEMIC

Poduzetništvo potpomaže otvaranje novih radnih mjesta te pridonosi gospodarskom rastu i nacionalnom prosperitetu. Današnje tržište je globalno, poslovanje digitaliziranije što je rezultiralo stvaranjem kompleksnih i dinamičnih uvjeta poslovanja koji su često razlozi nastanka kriza u poduzećima. Ni velika poduzeća nije zaobišla svjetska kriza uzrokovana pandemijom COVID-19. Upravo je ova kriza apostrofirala na potrebu kriznih modela inovacija vođenih problemima koji su još uvijek nerazvijeni. Cilj rada je predstaviti reakciju globalnog branda Zara na promjenjive, turbulentne uvjete poslovanja uzrokovane pandemijom COVID-19 te analizom istih pokazati koliko je model uspješan i koliko je promjenjiv za druge slične brandove.Entrepreneurship supports job creation and contributes to economic growth and national prosperity. Today's market is global, business is digitalized, which has resulted in the creation of complex and dynamic business conditions, which are often the reasons for the crisis in companies. Not even a large company has bypassed the global crisis caused by the COVID-19 pandemic. It is this crisis that has emphasized the need for crisis models of innovation-driven problems that are still undeveloped. The aim of this paper is to present the reaction of the global brand Zara to changes, turbulent business conditions caused by the COVID-19 pandemic, and the analysis shows how successful the model is and how changeable it is for other similar brands