Abstract
This study aimed to evaluate the implementation of business strategies chosen
by micro, small, and medium enterprises (MSMEs) to maintain business
continuity during the Covid-19 pandemic in Indonesia. It examined the case
study of a micro-business unit engaged in the sale of sportswear in Indonesia.
The strategy map shows that WAP MSME implemented business
diversification strategies and marketing mix promotion during the Covid-19
pandemic. Financial ratio analysis was applied as the performance
measurement to assess the success of the business strategy. The results showed
that the business strategy implemented by WAP MSME provided cash inflows
to its business units, thus enabling WAP MSME to maintain business
continuity during the Covid-19 pandemic.
by micro, small, and medium enterprises (MSMEs) to maintain business
continuity during the Covid-19 pandemic in Indonesia. It examined the case
study of a micro-business unit engaged in the sale of sportswear in Indonesia.
The strategy map shows that WAP MSME implemented business
diversification strategies and marketing mix promotion during the Covid-19
pandemic. Financial ratio analysis was applied as the performance
measurement to assess the success of the business strategy. The results showed
that the business strategy implemented by WAP MSME provided cash inflows
to its business units, thus enabling WAP MSME to maintain business
continuity during the Covid-19 pandemic.
| Original language | English |
|---|---|
| Title of host publication | Contemporary Accounting Case Studies |
| Pages | 322-337 |
| Volume | 2 |
| Publication status | Published - Mar 2023 |
Keywords
- business strategy
- Covid-19 pandemic
- micro small medium enterprise
- strategy map
