Business Strategies of Micro, Small, and Medium Enterprises in Response to the COVID-19 Pandemic


Business strategies
chi-square test
COVID-19 pandemic

How to Cite

Tabinas, M. I. C., Paradero, A. L., & Casinillo, L. F. (2022). Business Strategies of Micro, Small, and Medium Enterprises in Response to the COVID-19 Pandemic . Innovative Technology and Management Journal, 5(1). Retrieved from


The COVID-19 pandemic health protocols have adversely impacted the economic profit and business operations of micro, small, and medium enterprises (MSMEs). This study aimed to evaluate the business strategies employed by MSMEs as they are facing the public health crisis in Bato, Leyte, Philippines. A random sample of 200 MSMEs were surveyed using a structured questionnaire. Some descriptive statistics and Chi-square test for independence were used to summarize and determine the relationship among variables, respectively. Results showed that dominantly more of the MSMEs are operated by owner-managers during the pandemic. On average, most (97.5%) of the enterprise operating are micro and operates for about 3 years.  About 63.5% of the MSMEs during the pandemic has adopted a new strategies to cope with COVID-19’s negative impact and most of them are micro in nature. The major business strategies adopted to survive the adverse impact of the pandemic are as follows: following health protocols (50%), finding suppliers in nearby towns (33.8%), seeking alternative sources (26%), increasing prices of items sold (24.5%), and local outsourcing (22.5%), among others. It is concluded that age is a significant factor in implementing business strategies (p-value<0.019). This implies that owner-managers with higher age (average is 40 years old) are more likely to adopt business strategies. Moreover, as they are experiencing vulnerability to the pandemic such as economic profits being significantly reduced, then they are more likely to implement strategies (p-value<0.001). Short and long term plans are considered in order to survive and sustain its business operations. Hence, the study recommends that the government should help and enhance the capability of enterprises in managing risk as well as ensuring MSME’s continuity amidst the pandemic.



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The copyright holder is the Innovative Technology and Management Journal, Eastern Visayas State University, Tacloban City, Philippines.