For the purposes of the final thesis focusing on “Research into techniques for motivating employees in periods of crisis” we have chosen the Coca-Cola Hellenic Bottling Company (HBC) Croatia. The reason for this choice is the fact that this company was awarded the certificate “Employer Partner” (“Poslodavac partner”), generally assigned to well-developed human resource management practices. The purpose of the final thesis is to improve both the understanding, and practices of human resource management. The main research aim is to determine the strategic contribution of the human resource management in Coca-Cola HBC Croatia and elucidate their impact on the company’s business sustainability in a changing business environment. The research was conducted by means of interviews with two participants: Mrs. Sanja Jovanović, Director of Human Resources at Coca-Cola HBC Croatia, and Mrs. Marina Jurić, Junior Manager for education and human resource development. The conclusion we can draw from the interviews is that Coca-Cola HBC Croatia - as a representative of large companies - certainly has an elaborate system of managing changes, which can be clearly seen from its business activities. The system is based on three principles: never stop talking about change; change is permanent and employees must face it; and always be a step ahead of the change. The interviewees noted open communication, mutual cooperation, and constant care about their employees as guidelines for motivating employees in a time of crisis, but they also pointed out that motivating people in times of crisis begins when the situation is still suitable and business conditions are favourable. With open communication while analysing the economic environment that is reflected in the performance of their company together with their employees, enables employees themselves to realize that their employer cares not only about the business, but also about them, and it is them who are directly contributing to the competitiveness of the company.