Empreendedorismo e coronavírus: impactos, estratégias e oportunidades frente à crise global

Beatriz Leite Gustmann de Castro; Greice Eccel Pontelli; Andrieli de Fátima Paz Nunes; Jordana Marques Kneipp; Vânia Medianeira Flores Costa

doi:10.18046/j.estger.2021.158.4304

Autores

Beatriz Leite Gustmann de Castro Doutoranda, Programa de Pós-Graduação em Administração, Universidade Federal de Santa Maria, Santa Maria, Brasil. https://orcid.org/0000-0001-8205-2979
Greice Eccel Pontelli Doutoranda, Programa de Pós-Graduação em Administração, Universidade Federal de Santa Maria, Santa Maria, Brasil. https://orcid.org/0000-0003-4643-478X
Andrieli de Fátima Paz Nunes Doutoranda, Programa de Pós-Graduação em Administração, Universidade Federal de Santa Maria, Santa Maria, Brasil. https://orcid.org/0000-0002-4082-929X
Jordana Marques Kneipp Professora, Departamento de Ciências Administrativas, Universidade Federal de Santa Maria, Santa Maria, Brasil. https://orcid.org/0000-0001-6982-994X
Vânia Medianeira Flores Costa Professora, Departamento de Ciências Administrativas, Universidade Federal de Santa Maria, Santa Maria, Brasil. https://orcid.org/0000-0002-6099-820X

DOI:

https://doi.org/10.18046/j.estger.2021.158.4304

Palavras-chave:

empreendedores, COVID-19, impactos, estratégias, oportunidades

Resumo

Objetivou-se identificar os impactos e estratégias de empreendedores de diferentes segmentos de mercado no cenário de crise da COVID-19. Foram realizadas entrevistas semiestruturadas, com 17 empreendedores de diversos segmentos, as quais foram transcritas e submetidas à análise de conteúdo. Os resultados apontaram impactos de ordem pessoal e profissional, com ênfase no campo financeiro; bem como nas estratégias de divulgação de produtos e serviços, foco na qualidade e flexibilidade nas condições de pagamento. Em relação às oportunidades, constatou-se menção quanto ao crescimento profissional, reinvenção, novas formas de trabalho, aperfeiçoamento profissional e e-commerce. Conclui-se que, alguns segmentos apresentam aumento de demanda, evidenciando a tendência de mudança no padrão de consumo da sociedade em função do cenário atual. Por fim, sugere-se a ampliação deste estudo quanto aos participantes da pesquisa, extensão geográfica e segmentação de mercado.

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