Journal of Business & Economic Policy

ISSN 2375-0766 (Print), 2375-0774 (Online) DOI: 10.30845/jbep

Entrepreneurial Resilience for Survival Using Pivoting Strategies during the COVID-19 Pandemic: The Case of Women Entrepreneurs, Owner – Managers of Small –Medium Enterprises (SMEs) in Khartoum State – Sudan
Widad Ali A/Rahman

Small-Medium Enterprises (SMEs) are vulnerable to crisis, however little is known about how resilient they are during COVID-19 pandemic. This paper explores behaviors of women-led SMEs in Khartoum State, addressing a knowledge gap regarding resilience by SMEs to survive the pandemic and thrive. It adheres to the interpretive grounded theory perspective, and targets SMEs, in diverse business lines, to identify their response to the crisis. Focus is on how they develop alternative strategies, namely pivoting of business models, marketing mix and adopting innovative tactics in financial management and mobilization of resources. The findings ascertain that the surviving strategies adopted by women-led SMEs have demonstrated high levels of resilience by seizing opportunities and mobilizing resources to adapt to changes in the environment due to COVID-19. A commonly shared pivoting strategy is shifting to digitalized operations, by utilizing social media, digital platforms and ITC, which have facilitated pivoting for survival.

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