THE SUSTAINABILITY OF SALES: FINANCIAL DECISIONS ON HUMAN RESOURCE

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By: DOMNIČšA GRIČšCO
Keywords: Financing decision, human resource, sales sustainability, pandemic crisis, Covid 19.

In general, finances are constantly exposed to many risks, shocks or pressure factors, demographic changes, political turmoil including economic and financial crises depending on the stages of an economic cycle. Based on this context, we propose to analyze the impact of the decision to finance human capital regarding the sustainability of sales. Our analysis is based on the financial data of the top European companies, covering the range of years between 2017 and 2020 ending with the pandemic crisis caused by Covid-19. The main findings in the comparison of 2019 vs 2020 suggest that the composition of human capital financing decisions generated by the top management of the companies on the sustainability of sales may have success and this translates into a greater profit per employee income compared to the company's annual profit indicator. Based on our findings, we identify some successful recipes that could be useful for decision makers in the context of other economic turbulences.