GESTÃO DA MICRO E PEQUENA EMPRESA: DESAFIOS EMPRESARIAIS EM CENÁRIO DE CRISE DECORRENTE DA PANDEMIA DO COVID-19.

The main approach of this paper is to analyze the challenges imposed by the management of micro and small companies, considering the crisis scenario in a municipality in Minas Gerais. So it was approached as a research problem what are the challenges imposed on MSEs in a crisis scenario, resulting from the COVID-19 pandemic in a city in the interior of the state of Minas Gerais? Using the method of a bibliographic review to support the field research, which in turn was carried out through the application of face-to-face questionnaires to sixtyeight micro and small entrepreneurs in the municipality of Piumhi / MG, with non-probability sampling for accessibility and later analysis of the data collected in the questionnaires. The results showed the business profile and the issues that most impact the ventures in relation to issues related to restrictions and general changes due to the pandemic, and it was verified that online sales have been one of the resources most used by Micro and Small companies in the sector. business. Finally, the work with regard to the practical implications, had the possibility to identify the main effects on MSEs in a crisis scenario, indicating appropriate practices to be implemented by microentrepreneurs. Key words: MSE management; Crisis scenario; Business challenges