Marketing and Branding Research

The first part of the article deals with a company decline as a consequence of the insufficient company performance in connection with its financial instability. We focus on a new legal definition of a company decline and an imminent company decline in Slovakia as well. In enterprises, a decline is resolved by the implementation of a company crisis management by using informal and formal procedures of a company crisis management. Next, we devote to financial aspects of company crisis management in connection with financial management. In the second part, we explain the methodology of work and the used methods of the research within a chosen sample of enterprises. The application part of the article includes the statistics of the testing of declines in a chosen sample of enterprises, where we use the financial analysis as a method of indicating a decline in the sample of enterprises. We test especially the golden balance rule of financing with liquidity and debt ratios as the main financial indicators of a company decline. In the work results and within the discussion we come to the characteristics of a company decline causes and the conclusion is aimed at the recommendations for the economic practice in the field of financial company health with the primary objective to avoid or to avert a company decline with the smallest possible losses.