Strategic Response to the Corona Pandemic Crisis

Abstract

The corona pandemic is unique in its own way of creating impact on lives of people across the globe. It has affected the women entrepreneurs disproportionately as they had to fight on two fronts – business and family. However, they showed resilience and pivoted their business approaches to withstand the pandemic crisis. The authors discussed with experts from academics and industry and referred to secondary sources to identify the cases of women entrepreneurs whose responses to the crisis reportedly appeared to be counter intuitive in context of India. The chapter captured and analyzed their responses to the crisis from secondary sources. The chapter concludes that women entrepreneurs' responses do not endorse the gendered dichotomy with respect to risk-reduction and seizing the opportunity. The women entrepreneurs were very much receptive to adopt information technology and well-intended to seize the opportunity during the pandemic crisis. The chapter contributes by providing new insights about women entrepreneurship contextualized in India, an emerging market.