Forced digital transformation during the COVID-19 pandemic
by Djalma Silva Guimarães Júnior; Ademir Macedo Nascimento; Gerlane Pereira de Albuquerque Rodrigues; Letícia Oliveira Claizoni dos Santos; Marlos Gondim Ribeiro Batista
International Journal of Entrepreneurship and Innovation Management (IJEIM), Vol. 26, No. 5/6, 2022

Abstract: Due to an unprecedented threat from COVID-19, the World Health Organization recommended the introduction of physical distancing measures, such as quarantine and social isolation. These measures have severely affected some sectors of the economy, hampering the development of many economic activities, especially retail. In this context, this article investigated strategies for the dissemination, commercialisation and distribution of goods during the COVID-19 pandemic, particularly related to small companies that were not yet fully integrated with digital technologies. We perceived a forced digital transformation, disclosure on social networks, negotiating sales through text messaging applications, electronic payments and motorcycle and bicycle delivery service. The combination of different technologies has supported small businesses in times of pandemic, since commercialisation in digital media has been one of the main solutions for the prevention of bankruptcy, particularly for physical companies.

Online publication date: Thu, 12-Jan-2023

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