Abstract:Purpose
This paper aims to explore the challenges faced by start-ups during COVID-19 and highlight solutions for catering to the new-normal consumer behaviour. The study accounts for 15 deep-tech start-ups sailing through the pandemic and their responsiveness. This study brings forth insights and experiences from the Indian start-up founders and CEOs during COVID-19.
Design/methodology/approach
This study uses a qualitative approach and is exploratory and phenomenological. A purposive sample of 15 young star… Show more
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