CONSTRUCTION OF STRATEGIC MANAGEMENT POLICIES IN BUSINESSES IN THE NEW NORMALIZATION PROCESS AFTER THE COVID-19 PERIOD

Abstract

It is observed that the rapid development of technology, which started with the Industrial Revolution, increased the number of factories with the intensive use of machines in production. Due to the increasing number of factories, businesses aim to increase their market share and be one step ahead of the competition by developing strategic management policies. However, especially after the Industrial Revolution; It is argued that the increase in mechanization, the secondary importance of manual labor, the increase in migration from rural areas to the cities, the change in the demographic structure of the countries and the increase in the worker population as a result, the tendency of the capital owners to employ cheap workers, causing the workers to work in heavier conditions. It is stated that workers who are exposed to working under harsh conditions gain the right to vote and be elected as a result of some uprisings, improve working hours and workplace conditions, and establish unions. It is observed that the workers' movements turned into social events in each country and became the first global social mobility. As a result of these developments, businesses have also made changes in their strategic management policies, and they have developed new theories in the balance of worker and customer satisfaction without sacrificing quality in performance-based production in the workplace. However, the change observed in the production style with the development of technology has accelerated the destruction of nature. With the deterioration of the balance of nature, diseases transmitted from animal to human from human to human have become a global epidemic disease, which is described as Pandemic. The sufficient condition for the occurrence of a pandemic is to be contagious: For example, although Cancer Disease causes the death of many people, it is not considered a pandemic because it is not contagious. Due to the Pandemics experienced, the balances in many demographic, economic and political structural areas of the countries deteriorate. It is understood that the strategic policies developed by the enterprises and supported by scientific studies do not meet the needs in the future. Policy approaches that have lost their functionality are being replaced by new approaches; however, it is determined that each new approach developed makes the decisions made in the previous approach more functional by improving them instead of eliminating the decisions taken in the previous approach. The aim of this study is to investigate how and to what extent the change of one or all of the factors affecting the social dynamic affects the societies, as well as to investigate how the strategic management policies of the enterprises that shape the society are also affected and which policies are developed in the stages of a new normalization process.