Covid-19 Spike, Organizational Pro-Activity and SME'S Survival
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Date
2022-10-21
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Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria
Abstract
Abstract
The study examined organisational proactivity and SMEs' survival as a result of the Covid-19 spike that is disrupting business operational activities, using innovation as a measure for organisational proactiveness while survival is measured by SMEs' performance. Institutional theory was utilised for the theoretical position of the study. Primary data were collected using interviews of selected business managers, which formed the study (unit of analysis). Non-probability sampling was adopted, using purposive sampling techniques as a result of the homogeneity of the study observation and level of proactiveness through innovation. Qualitative analysis was conducted to determine the joint contribution of the explanatory variable (proactiveness) on the given variable (survival). NVivo 11 was adopted as a tool for data analysis. The findings from the study reveal that organisational proactiveness has a positive influence on SMEs' performance and innovation has a strong influence on survival. The study recommends that business operators in the service industry should constantly innovate their business in order to be competitive. Also, organisations should be proactive rather than reactive; this will afford them the opportunity to be relevant in a contingent period.
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Ismaila Yusuf., 2022: Covid-19 Spike, Organizational Pro-Activity and SME'S Survival. Ilorin Journal of Marketing. 8 (1) 148-163. Published by Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria