Estratégias Digitais de Combate aos Impactos da Pandemia Covid-19 no Contexto Empresarial

Abstract

The Covid-19 pandemic is considered an unprecedented crisis, due to its atypical character and because it has dragged on over time. Metaphorically, it is considered a black swan event, that is, a surprising and unpredictable event of great significance and serious consequences that drastically alter the political and economic environment. As a result of the existing changes, companies had to adapt to a new context, a new consumer and a new way of operating. This study is aimed at exploring the main digital strategies carried out by companies to mitigate/exploit the effects of the current pandemic situation. For this purpose, a qualitative methodology is proposed, based on 7 semistructured interviews with managers of companies that acted during the pandemic and in the digital context, in order to know the main impacts of the pandemic and digital strategies used to minimize/explore them. The study approaches the digital strategies that have proven successful to manage the pandemic situation in the interviewed companies, highlighting the focus on the customer, the focus on service, the development of partnerships, the creation of new products and services and the adoption of socially responsible measures. This study presents the main digital guidelines carried out by the companies under study in a context of fear and uncertainty. It is a valuable contribution at the business level, not only for the pandemic period in question, but also for future crises.