The role of flexibility, digitalization, and crisis response strategy for SMEs: Case of COVID-19

Abstract

We explore the impact of COVID-19 on small- and medium-sizedenterprises (SMEs) and examine how crisis management strate-gies, particularly related to flexibility and digitalization, haveinfluenced their responses during and after the pandemic. Inthis regard, we investigate the relationships between strategicflexibility, digitalization, digital technology adoption, COVID-19 perception, and firm strategy after the pandemic by specifi-cally incorporating the mediating role of the crisis responsestrategy. Based on a survey of 206 Turkish SMEs in manufactur-ing and service industries, our research employs structural equa-tion modeling using Smart PLS. Our findings indicate that crisisresponse strategies play a significant role in shaping the firmstrategy after COVID-19, mediating the impact of strategic flex-ibility, digitalization, digital technology adoption, and COVID-19 perception. The findings highlight the importance of crisisresponse strategies—including optimizing business models,developing marketing channels, investing in technologicalinnovation, diversifying into new business areas, and integrat-ing the supply chain—during the COVID-19 period. These stra-tegies are crucial influencers in shaping the firm strategies ofSMEs beyond the pandemic. In particular, SMEs demonstrateadaptation by reassessing and restructuring their product port-folios, expanding their presence in regional markets, and estab-lishing strategic collaborations to thrive in the evolving businesslandscape.