Strategické rozhodování v krizových situacích: odchod mezinárodní značky z geopoliticky nestabilního trhu

This bachelor's thesis examines strategic decision-making by international companies under conditions of geopolitical instability, specifically in the context of their withdrawal from the Russian market following 2022. The aim of the thesis is to identify the key factors influencing market exit decisions and to analyse how these decisions are made and perceived by different groups both inside and outside the organisation. The theoretical part draws on concepts of strategic decision-making under uncertainty, crisis management and organisational adaptation, geopolitical risk as a specific source of business disruption, and the typology of market exit forms and their consequences. The empirical part is based on qualitative research conducted through ten semi-structured interviews with employees and business partners of companies affected by the withdrawal of international brands. Using thematic analysis, the study identifies the main strategic responses adopted by firms, the common impacts of crisis decisions, and the factors shaping the success of adaptation. The findings indicate that the choice of exit model is determined by a configuration of industry-specific, resource-related and motivational factors, and that the consequences of these decisions extend beyond the strategic level to affect employees, organisational structures and the broader market environment.