ABSTRACT
It becomes increasingly important to evaluate whether Brexit has or will have a significant influence on the companies’ business strategies. Companies have been frequently researched in light of more and more integrated markets. The reverse situation, when firms are forced to cope with the uncertainty of disintegration process can add to the understanding of the theory of the firm and strategic planning. It would also indicate to what extend companies do take into consideration macroeconomic forecasts and whether they adopt a reactive or proactive approach. The chapter discusses the methodology of the quantitative empirical research conducted on the microeconomic level and the results on the study of how and why companies altered their strategies in response to Brexit. We carry the analysis based on Yip’s globalization dimensions: cost, competitive, market and governmental determinants. The research focuses mostly on what impact the exogenous factors (policy changes, taxation, trade barriers, etc.) have on the strategy making. The conclusions may lead to a diagnosis where governmental aid is expected to overcome the uncertainty and facilitate the managerial debate on how to act in the face of disintegration of one of the EU market their companies are involved in.
