The impact of a pandemic on entrepreneurial behaviour: A qualitative study of wedding vendors
D.A.J. Bornman and
L. Steenkamp
Cogent Business & Management, 2023, vol. 10, issue 2, 2199908
Abstract:
The aim of this study is to determine what changes wedding vendors had to make to survive the global COVID-19 pandemic. Specific focus was placed on how wedding vendor entrepreneurs use creativity, innovation, networking and advertising as a competitive advantage. Qualitative research was conducted which reflects individuals’ perspectives, beliefs, attitudes and experiences. Semi-structured interviews took place electronically through online voice calling due to the global pandemic. The individual participants, each representing their own business, were interviewed to gain a better understanding of entrepreneurship in the wedding industry. It is evident that all the vendors adapted during the global COVID-19 pandemic, and that dealing with future opportunities by linking these to loyalty and creativity are essential aspects of entrepreneurship in the wedding industry. The global pandemic proved the importance of how the wedding industry is dynamic where individuals are required to wear different hats and be flexible, as businesses were forced to adapt and reposition themselves during and after COVID-19 as a method of survival. It is recommended that vendors ensure the utilisation of existing resources and branch off into new avenues—not necessarily entering into new markets or new industries, but rather focusing on complementary products or services.
Date: 2023
References: Add references at CitEc
Citations:
Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2023.2199908 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:10:y:2023:i:2:p:2199908
Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20
DOI: 10.1080/23311975.2023.2199908
Access Statistics for this article
Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar
More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().