Entrepreneurial Innovation Strategy in the Midst of Pandemic: A Case of Bersih Solutions

Khairul Hidayatullah Basir ()
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Khairul Hidayatullah Basir: Universiti Islam Sultan Sharif Ali

A chapter in Innovation in ASEAN, 2022, pp 39-51 from Springer

Abstract: Abstract While most of businesses are affected and struggle to stay afloat, a professional disinfection and cleaning services company in Brunei Darussalam, called Bersih Solutions (translated as Cleaning Solutions) was established by three local entrepreneurs. The purpose of this chapter is to explore their motivation and strategy establishing the company amidst the pandemic. To achieve this objective, qualitative research method was employed to collect the data by using semi-structured interviews through a focus group discussion (FGD) with the three founders of Bersih Solutions. The key takeaway point is to pivot during the pandemic in such a way that changing the direction of a business when an entrepreneur realizes the current products or services are not meeting the needs of the market.

Keywords: COVID-19; Entrepreneurship; Innovation; Pivot; Brunei (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-0644-2_3

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DOI: 10.1007/978-981-19-0644-2_3

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