ABSTRACT
The increased prevalence of COVID-19 has had severe implications on the well-being of most organization and professionals most especially in the field of human resource management. This study focused on establishing the impact of COVID-19 on the different human resource practices and future marketing. The main objective of this paper is to suggest the possible ways to solve the negative impact of COVID-19 on the human resource and business management in companies situated in Kazakhstan. It was established that the dynamics of work have greatly changed from the traditional way of working from the organization’s premises to working remotely at home. Consequently, marketing has also shifted to different online platforms since physical contact with customers is currently prohibited to maintain social distancing as one way of preventing coronavirus. These changes have been associated with different negative implications and some positives as some professionals find it more flexible and convenient to work remotely. The COVID-19 data was analyzed in this paper to understand the effect of COVID-19 in the businesses in Kazakhstan. To cope with the current changing times, it is necessary for organization to adjust and adopt the new emerging technologies of working remotely and consequently implement strategic policies and procedures toward maintaining a steady flow. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.