Digitalna transformacija ženskih poslovnih poduhvata na Kosovu tijekom pandemije COVIDA-19

Abstract

This paper aims to examine how digitalization played a vital role in enabling women-led businesses to navigate the challenges of the pandemic and explore the strategies they implemented for this purpose. Many countries were unprepared to cope with such a catastrophic situation, leading to significant consequences across various sectors. Therefore, this study emphasizes the importance of digitizing business processes and provides insights into how businesses have adapted to this challenge. In addition, the paper includes a thorough analysis of studies conducted by various authors who have explored this topic. This research paper is a qualitative case study and draws on primary and secondary data sources. The primary data was obtained by distributing questionnaires to selected companies to gain insights into their working methods throughout the pandemic. From the information gathered, it is evident that digitalization became imperative during the pandemic. However, this transition came with challenges in adapting the workforce to remote working arrangements. It is worth noting that the companies examined in this study are run by women, a particularly affected demographic during the pandemic. In terms of government decisions, several business support packages were adopted. This paper argues that women-led businesses should receive more support to operate more freely, digitize their work processes, improve well-being, and increase both turnover and the number of their employees.