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All Journal JURNAL SOSIAL HUMANIORA (JSH)
Harisatul Agustin
Department Of Business Management, Faculty Of Creative Design And Digital Business, Institut Teknologi Sepuluh Nopember

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The Role of Strategic Flexibility on Business Survival Harisatul Agustin; Syarifa Hanoum; Tasya Arihul Wardah
JURNAL SOSIAL HUMANIORA (JSH) Vol 16, No 1 (2023)
Publisher : Institut Teknologi Sepuluh Nopember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12962/j24433527.v16i1.18058

Abstract

The COVID-19 pandemic has had severe consequences across various aspects of life, significantly impacting the culinary sector, which is a crucial part of the tourism industry. Restrictions on dine-in services compelled businesses to adapt to take-out options, resulting in significant repercussions. To navigate these challenging times and ensure the survival and growth of the culinary industry, entrepreneurs and restaurant managers had to adopt innovative strategies. Income reductions affected nearly 43% of culinary businesses during this period. To investigate the dynamics further, the research conducted a PLS-SEM analysis, surveying 163 MSME owners or restaurant managers operating in the Surabaya city region, who had received government support and continued their business operations amidst the pandemic. The analysis revealed that strategic flexibility played a pivotal role in influencing marketing innovation and process innovation. However, the impact of marketing innovation on business survival was not direct, while process innovation significantly influenced business survival. Interestingly, the study observed that government support did not alter the relationships between marketing innovation, process innovation, and business survival.
Co-Authors Syarifa Hanoum Tasya Arihul Wardah