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Today's time is characterized by a high degree of globalization and trade borders are both physically and commercially open, and a competitive organization must also take into account factors that were less important in the past. Any company that operates in a market environment is influenced by this environment and to some extent helps to cocreate this environment. The current time in connection with the COVID-19 pandemic and the war conflict in Ukraine represents a difficult test for all business entities. In these uncertain times, it is important to adapt and respond to change. In addition, during the recent period when the world was hit by the above-mentioned negative influences and which are still ongoing, it is important to react essentially on a day-to-day basis and to have ready action plans. Currently, almost all companies see a huge advantage in strategic management and planning, which is why they follow them and create various strategic plans, strategic analyzes of the macro-environment, or micro-environment. For this reason it is correct the strategic analysis carried out is extremely important for any business. A relatively new field of science, namely behavioral management, which is dealt with by the authors in this paper, also has an indisputable influence on the strategic decision-making of managers.