Title: CREATIVITY AND INNOVATION FOR A COMPANY DEVELOPMENT – CASE STUDY
Abstract: The importance of this paper lies in addressing the consequences of the Covid-19 virus on small business in Serbia.As small businesses are the most prevalent in the non-financial sector of Serbia with over 90% of the total number of enterprises, then it can be concluded that they are even more affected by the pandemic.Because Covid-19 found small businesses by surprise without any prior plan, as well as other areas of social life, its presence has been going on for more than a year.This has led businesses in general and small businesses in particular to face serious problems such as maintaining their liquidity.Therefore, addressing the consequences of the pandemic that these businesses in Serbia are facing today is more than necessary and identifying them would make the way to help them easier.Therefore, the paper uses secondary information from relevant research of local and international organizations with small businesses in Serbia during the pandemic in 2020, and analyzes them in order to identify the biggest challenges faced by these businesses in their business.as a result of the Covid pandemic -19.The paper not only helps to access support for these businesses, it also indirectly helps to maintain social welfare given the large number of work force engaged in small businesses in Serbia.