Effect of Openness to Change, Empowerment, Customer Orientation, and Marketing Innovation to Resilience and Survival of a Convenience Store Business in the Midst of Covid-19 Pandemic

Abstract

This study aims to enrich the understanding about what elements can shape organizational resilience as a key factor in the survival of a convenience store business in the midst of the Covid-19 pandemic. By using PLS-SEM as quantitative method complemented with qualitative analysis from interview, this research shows empirically that marketing innovation affects organizational resilience in the midst of Covid-19 impact. At the same time, organizational resilience has proven its important role in determining organizational survival when the organization facing with crisis. Other interesting results give us a new perspective about the importance of new knowledge creation during the organization's adaptation process, in order to encourage the forming of new routines and working processes. These may be the factors that can leads organization to be resilient in the midst of crisis such as the Covid-19 pandemic.