Estratégias de sobrevivência e manutenção das microempresas em tempos de Pandemia do Covid-19 : um estudo de caso em estabelecimentos comerciais na cidade de Aracaju

Abstract

This paper consists on a descriptive study of qualitative approach and has at its core the presentation of the results of an in loco investigation conducted in commercial retail companies of distinct economic branches located in the Santos Dumont neighborhood in the city of Aracaju, SE, where it sought to identify the adoption of survival and maintenance strategies during the period of the COVID-19 pandemic. We used the multiple case study as a research method, and, by means of a script of interviews with predominantly open questions, questions were asked to the managers of the companies studied with the purpose of investigating whether these people were guided, during the Covid-19 pandemic, by conducting the management of their businesses through the use of survival and maintenance strategies in order to remain active in the market during the period in context. Six semi-structured interviews were conducted without the need to collect data through other sources of evidence. The object of analysis investigated corresponds to individual microentrepreneurs and micro-enterprises of different commercial branches: retailing of cosmetics and perfume and personal hygiene products; retailing of construction materials in general; retailing of furniture; retailing of live animals and pet articles and food; retailing of clothing and accessories; and retailing of disposable packaging. As for the methodology, this investigation is of an applied nature, its objective is descriptive, and the method employed was inductive. The data analysis presented more comprehensive information about the description of management behavior; adoption of survival and maintenance strategies; association of favorable or unfavorable economic-financial performance with the pandemic factor or with the managerial practices employed in the organization; and identification of the existence of damage suggestions of specific managerial actions per management area. The conclusion showed that, although survival strategies and some actions similar to maintenance strategies have been used, the management of micro-companies based on more comprehensive planning regarding macroeconomic analysis enables a more favorable economic-financial performance.