CHALLENGES OF SME MANAGEMENT IN THE COVID 19 PANDEMIC SITUATION

Kosovo is one of the countries most affected by the COVID-19 pandemic. Small and Medium Enterprises (SMEs) such as gastronomy, catering, commercial enterprises, are the businesses sectors most affected by the Covid 19 pandemic. SMEs have already faced financial and non-financial crises, but the pandemic has bring many problems, ambiguities and other challenges. Many businesses are going through challenges from this unprecedented corona virus crisis, which has caused shutdowns, weakening of many businesses around the world causing income reduction, job reduction etc. The Covid 19 pandemic and the application of social restrictions by governments has also resulted in changing the way of doing business. This situation became a challenge for the survival of businesses, but on the other hand also an opportunity for entrepreneurs and SMEs managers, who were creative and brought innovations in the way of doing business. This situation forces managers to bring innovation in the management, in order to survive, or even take advantage in a new environment created during these two years. The purpose of this paper is to be treated a new reality of this pandemic period, which is bringing ongoing challenges. The role of management in this situation is to be creative as possible, to bring innovations and turn threats into new opportunities