Resumen

GUSTMANN DE CASTRO, Beatriz Leite et al. Entrepreneurship and coronavirus: impacts, strategies, and opportunities in the global crisis. estud.gerenc. [online]. 2021, vol.37, n.158, pp.49-60.  Epub 19-Mar-2021. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2021.158.4304.

The present study aimed to identify the impacts and strategies of entrepreneurs from different market segments during the COVID-19 crisis scenario. Semi-structured interviews were carried out with 17 entrepreneurs from different segments, transcribed, and submitted to content analysis. The results highlighted the effects of a personal and professional order, emphasizing the financial field and strategies for disseminating products and services while focusing on quality and flexible payment terms. Regarding opportunities, professional growth, reinvention, new ways of working, professional development, and e-commerce were of note. It was possible to conclude that some segments present higher demand, evidencing the trend of change in the consumption pattern of society due to the current scenario. Finally, further studies are suggested in terms of research participants, geographic extension, and market segmentation.

Palabras clave : entrepreneurs; COVID-19; impacts; strategies; opportunities.

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